The Benefits Of Hiring An Outside Marketing Consultant

Many DIY businesses are finding their marketing initiatives fraught with challenges. They are nearly identical challenges to the ones Marketing Consultants meet, negotiate, and overcome. To succeed, marketers must have a feel for how much to try accomplish in each project. Everyone one can push out a marketing message today, however, some know how to accomplish it more successfully, gaining a tremendous excitement about the products and getting its advertisements right before the eyes of targeted audiences.Challenges to overcome may include: a lack of directional consensus; month-long delays hindering the needed steps to move the development process; lack of budget to support proper execution; lack of follow up know-how once a program launches; to top it off, and less controllable: the fluctuations in market direction, company leadership, and changes in workflow processes, may individually or cumulatively simple bring the marketing plan to a halt.Joining the marketing initiative’s pieces all the way to the lead or the conversion of sales is rewarding, however, not necessarily easy. A good marketer never stops asking: How do we take better to best?Marketing consultants offer businesses the benefits of:· Hands-on experience already in place.· A thoroughly knowledgeable expert working dedicated to each unique businesses interests, empowered by inside industry relationships that get things done.· Improve depth of field. After the correct foundational groundwork is laid, with proper attention paid to objectives and process, chances are optimized for better results..· Streamline processes that mean businesses see rewards quicker.· Recognize the strengths and weakness of each channel, understanding how the demographics and psychographics of its users help to prioritize where marketing dollars are allocated.Businesses appreciate the smart thinking of marketers that are completely practiced in the best marketing opportunities and up-to-date channels for targeted marketing messages. It is really gratifying for a business to free up internal staff and execute a program that directly and quickly benefits everyone at the company.To gain a visual, let’s take a moment to draw an analogy from flight. The laws of atmospheric resistance, upon which all flying depends, were considered for many years with the greatest uncertainty. Having been defined to such an extent that the different phases of flight can be treated mathematically, it is little challenge to a seasoned pilot.Likewise, DIY’ers are finding the skills of a good marketing consultant are invaluable and help them avoid marketing pitfalls that could keep them bumping on ground a long time before taking flieght and producing results.

Direct Mail Response Rates – Pop Up Mailers Prove to Be Cost Effective For B2B Direct Marketing

After sending out samples of their automatic pop-up mailers to ad agencies and making a courtesy follow-up call, one UK manufacturer of B2B direct marketing pieces discovered a common misconception. Smaller agencies were commenting “I love your products but they are too expensive for our client base.” Fair comment – automatic pop-up products are more expensive than A4 leaflets – but just how cost effective are they?

The company’s promotional pop-up products are commissioned by agencies on behalf of clients with the intention of using them as a direct mail piece. The idea of a mailing piece is to create interest and generate response and in most instances it is the rate of response which is quantifiable and which is the initial gauge of the success of the promotion.

There are no definitive figures detailing exact response rates to direct mail but there are examples to be found via web searches for “direct mail response rates” and I will use those sources as a guide. A plain A4 leaflet, folded down to 1/3 A4 and sent out in a plain white envelope to a blanket coverage might generate between 0.2% response. A mailer with slightly better content and better targeting might generate a rate of 0.5% to 1% response. In general, a response rate of 2% to 3% seems to be acknowledged as pretty good. These figures come from Marketingprofs.com, an information site with a membership of over 300,000 marketing professionals and from Gaebler Ventures whose site features an information resource centre.

Automatic pop-up mailers come under the US description of “dimensional marketing” and in the States dimensional marketing is known to perform much better than unimaginative blanket direct mail. Kristian Industries website states that response rates of 8% – 14% are common for dimensionals whilst extremely successful campaigns have reported over 20% response rates. US direct marketing company, Immedia, publishes a white paper which quotes DMA figures for dimensional marketing response rates to be as high as 8.3% whilst it goes on to cite several other cases where rates of 7% to 30% have been reported.

Testimonials on the company’s own websites quote figures of 9.6% success – not just response, but actual new accounts being opened!

Let’s look at a pound-for-pound example

The cost of a mail shot should be measured against its success and not against the initial cost. Let’s take a simple mailshot of 5000 leaflets sent out to 5000 businesses via Mailsort 3. Excluding the cost of design work this might cost £1700 at today’s prices for the print, folding, envelopes, postage etc. If the response rate is just 0.5% to 1% as has been suggested is likely then that means that the 25 – 50 enquiries will have cost £34 to £68 each.

If a pop up cube shaped pen holder was sent via Mailsort 2 to a well targeted audience of just 1000 businesses the cost of that promotion, excluding design costs, would work out at approximately £1850 – that £150 more than the cost as 5000 leaflets! However, if we take the lowest of the figures reported for dimensional mail – 7% – then the 70 generated enquiries will have cost just over £26 each. And there are at least 40% more of them than the 5000 leaflets managed to generate.

If we took the example of sending out equal numbers, that is, just 1000 of each type of mailer then the cost of mailing the leaflet would be around £700. That works out at a whacking £70 per enquiry!

At the end of the exercise, where is the leaflet? More than likely it is in the customer’s bin along with several other examples received in the morning’s mail. And the pop-up cube? Well, the cube was passed all around the office and now it is on your customer’s desk where it is likely to stay for the next 12 months or so. Now that’s cost effective!

Why food presentation is so important

It can make or break a customer’s opinion on their meal. A chef’s job is to ensure that customers are happy with what they eat, and that starts with making sure that food looks appetizing. The way in which chefs present their food can determine whether or not customers will return to the restaurant again in the future.

Chefs, whether they are professionals wearing their fancy chef coats and waist aprons for women and men, or trainees in cook shirts and bib aprons, can express their creativity in the way they both prepare and present food, and while the taste is important for a customer, so is the way that the plate looks. Aesthetics are important for many customers, so it’s crucial that chefs put as much effort into food presentation as they do.

A restaurant is only as good as their last meal and to keep customers coming back time after time, the chef needs to show off great food. Food presentation plays a big role in keeping loyal customers returning because it gives them something nice to look at while eating. While taste takes priority over aesthetics when serving food, if the appearance doesn’t match up with what tastes delicious then people may not be satisfied with their meal regardless of how well-prepared it was. Customers want value for money spent on an expensive meal out, but equally don’t like wasting tasty ingredients by sending them back due to poor preparation or presentation. Presentation has a way to making the dish appealing to the eye, which makes it more appealing to eat.

People are less likely to return if they have a bad experience due to food presentation, so this means that restaurants need to make sure their chefs can prepare aesthetically pleasing dishes for customers in order to keep them coming back again and again. In addition, a beautiful looking dish means the customer will share photos of it on their social media, promoting the restaurant among their friends and family, creating free publicity for the establishment.