Germany resulting in massive destruction to German cities and civilian casualties.   The war was won but at a great cost to society.

In today’s military our aircraft conduct precision bombing to minimize civilian casualties and buildings.   We have the technology to do so.

marketing world the old style of spray & praymarketing is wasteful and unnecessary.   We can easily pinpoint our customers based on demographics and customizemarketing offers to fit their needs.  

Using a hypothetical case study of blasting out 25M direct mail postcards to a specified geographical area the costs might run something like this:

            Occupant list…..                                              $10 per M

            Printing a 4-color 5.5” x 8.5” postcard 4/4…    $84 per M

            Mail prep…..                                                   $30 per M

            Postage….                                                       $182 per M

            Total cost………                                             $306 per M x 25= $7650

tomers for a per customer acquisition cost of $121.43@.   Not a very good return in my opinion.

Now if we pull our targeted audience using targeted demographics to 7500 folks the costs might look like this:

            Mailing list…..              $40 per M

            Printing 4-color postcards…     $105 per M

            Mail prep….                            $35 per M

            Postage…                                $251 per M

            Total cost….                            $431 per M x 7.5=$3232.50

tomers.   The cost per new customer nets out at $26.94@.   That is a heck of lot cheaper than the spray and pray method.

My argument is to spend your

marketing dollars wisely and not waste money and paper sending to folks who have no interest in your products or services.LinkedIN

JIT the great buz word also applies to marketing.   How is it done?  By mobile marketing to folks cell phones using text messaging.   I have resisted avocating such marketing but I now realize that this type of marketing has merit in todays marketing world for folks on the go who are looking for deals.    Here are my talking points:

1.  Moble marketing is timely because it can reach folks quickly and efficiently–JIT.   No printing, no mailings, no internet connections.

2.  Is is cheap because again there is no printing, no postage, no fancy graphics work required.  Just send plain old fashion text. 

3.  It helps fill up seats at concerts, at ballgames, at restaurants, even churches.    It also fills up ski lifts.

4. It is great for the impulsive buyer who is sitting on his or her butt looking for an excuse to eat out, go to the theater or take-in a ball game.

5.  there are NO printed coupons to carry, nothing to misplace unless you loose your cell phone of course.

6.  Mobile messaging has a much higher redemption than other forms of advertising.

7.  There are millions of folks out there waiting to get your offer via their cell phone so what’s your excuse to not try this new marketing technology to use.

OK bloggers, let’s hear from you today.

OK,  it looks like we’re heading to a recession so whatcha goin to do to grow your business?   You need to do some serious direct marketing by pressing the flesh, direct mail,  print advertising, networking, windshield flyers, or door hangers.   Yes, door hangers.   I don’t understand why more businesses use this low cost alternative to market their businesses in their own back yard.   Door hangers are cheap to print and distribute.  If you can’t distribute them yourself  or hire some kids or temps to distribute them out to homes or businesses in your market area.   Door hangers would work great for restuarants, sub shops, pizza shops, hair salons, insurance agency, flooring company, or any local service oriented business.   I would entertain postings for testimonies from any business who has successfully used door hangers.

I just recently moved to Loudon, NH and have yet to receive any kind of welcome letter, coupons, or just a postcard from any local merchants in the Concord/Loudon area.    These merchants must have rocks in their brains.    What a golden opportunity to market their business.    It’s their lost!    New movers lists are cheap and the ROI is there for merchants & restuarants to market to new folks moving into the area.   I can’t figure out their mindset here.  Can somebody explain why they don’t market their producsts/services to new movers?  Even dentists and other professionals should be marketing to new homeowners.