Using Google Analytics to Track Your Progress

If it was your New Year’s resolution to improve the effectiveness of your marketing, how do you determine if it’s working? Since one of the benefits of 1:1 print marketing is the ability to drive traffic to your website, one of the ways to determine success is to use Google Analytics and similar tools to monitor your Web activity.

Online analytics tools are about more than the number of visitors to your site. They can tell you where these visitors are coming from, how long they stay, which sites or search engines are driving the most traffic, and more.

In addition to basic site traffic, let’s look at some of the metrics Google Analytics offers.

• Absolute unique visits. Number of individual visitors (as contrasted with people who might be visiting the site more than once).
• Page views / average page views. When people come to your site, how many pages do they click on before they leave?
• Time on site. Once people hit your site, how long do they stay? Are they taking the time to read the content? Or clicking out right away?
• Traffic sources. Where are your visitors coming from? Are they typing in your URL directly? Coming from referring sites? Search engines? If the latter, which ones? What keywords are they using?
• Page navigation. Did people land on each page directly? Or did they click through another page to get there? After viewing the content, did they click through to more pages? Or leave the site?

What can you learn from this type of information?

If you’re running a specific 1:1 printing campaign, for example, you can watch how effective it is for driving website traffic—how quickly traffic peaks and how high.

Once people land on your main URL, if they leave without clicking through to other pages, it might tell you that you need to improve the relevance of your index page or make the content more compelling.

If you know the keywords being used to drive the most traffic from search engines, you can use this information in your SEO (search engine optimization) efforts.

If you track which pages people are landing on or clicking through most often, you can add content or links to those pages to maximize your message.

You make a significant investment in 1:1 print marketing, so maximize every dollar you spend. Once you’ve driven people to your website, free metrics tools can help you sharpen your message and improve site relevance, navigation, and functionality. You will capture more site visitors, hold them, and ultimately drive more conversion to sales.

Jeff Lampert

Director of Marketing & Business Development

"Innovation distinguishes between a leader and a follower." ("The Innovation Secrets of Steve Jobs," 2001)

Personalized Marketing: It’s Mainstream

Just look around you. Personalized marketing is everywhere. From personalized coupons at the checkout counter to personalized recommendations at Amazon.com. Now there is research to show just how prevalent personalized marketing has become.

In a study of 466 marketers (“Capturing the Cross-Media Direct Marketing Opportunity,” 2010), InfoTrends found that only 40% of marketers’ campaigns fit into the category of “one to many.” Forty percent fit into the category of segmented marketing (“one to few”). More than one in five (21.0%) fit into the category of full personalization (one to one), whether print or electronic media.

Think about that for a moment. One in five campaigns is fully personalized. What does that mean for you? It means that if you are sending static mail pieces, you’re competing with marketers who are speaking (potentially to the same customers and prospects) on a personalized level.

If your competitors are personalizing and you are not, who do you think is going to get the most mind share? Even if your competitors aren’t personalizing today, they might be tomorrow. You want to get there and establish a relationship with those customers or prospects before they do.

Personalization doesn’t have to be difficult. Even with a simple basic customer list, there are steps you can take:

1. Personalize by name.

Don’t just personalize the message. Use the recipient’s name creatively. Integrate it into the design in an interesting, eye-catching way.

2. Target by a single, simple variable.

Will it help to target the mailing by gender? How about by ZIP code? Would it help to add a map? (This works great for new businesses or new branches or locations.) These are data you already have. Use them!

3. Append the database.

Still think you don’t have any variables you can use? Do what’s called a database “append” in which you purchase simple variables like home ownership or household income for the names you already have. Appends are not expensive and can boost your marketing effectiveness exponentially.

Talk to us about how you can put it to use to create a more personal relationship with your customers. You probably already have more information than you think!

Jeff Lampert

Director of Marketing and Business Development

 

There is only one boss.  The customer.  And he can fire everybody in the company from the
chairman on down, simply by spending his money somewhere else.
Sam Walton

Good QR Code, Bad QR Code

 

QR Codes have been called the marketing tool that marketers love to hate. Why? Because so many seem to provide absolutely no value.

Perhaps you scan a QR Code and it doesn’t go anywhere at all. Perhaps you get an error or the page to which the code points doesn’t exist. Perhaps you see a QR Code on a product you are interested in, so you scan the code and end up at a manufacturer’s non-mobile website where you get lost in a maze of links so dense that you forget why you went there in the first place.

Does this mean that QR Codes are a waste of time? No. It means not enough thought was put into creating them.

When you are thinking about creating a QR Code, the first thing you should do is ask yourself, “What purpose do I want this code to serve? What do I want the person scanning it to get out of it?” If you don’t have a good answer, wait until you do.

A great example of QR Code use is Best Buy. When you enter a Best Buy store, all of the products have QR Codes. When scanned, the codes take you to products specs, customer reviews, and other information not available on the shelf talkers or product packaging that will help them make a purchase decision. The QR Code puts the information in the customer’s hands at the very time that they need it — as they are making the decision. That’s a QR Code used well.

Contrast that with a QR Code placed on a lawnmower that takes you to the manufacturer’s corporate site. Or a QR Code on a “house for sale” sign that takes you to the realtor’s entire inventory. Those are QR Codes used poorly. It’s not the QR Code that’s the problem. It’s the lack of thought behind it.

When creating QR Codes, think about the end use!

 

Jeff Lampert

Director of Marketing and Business Development

 

“If you don’t value your time, neither will others. Stop giving away your time and talents. Value what you know & start charging for it.”

Kim Garst

Reactivating Inactive Customers

Want more customers? Try reactivating customers who haven’t purchased from you in a while. These are people who have already shown an interest in your company and your products by purchasing from you in the past.  When looking to boost sales, they are a natural place to start.

There are two ways you can approach these customers.

First is to simply attempt to re-engage them with discounts, special offers, and surveys to find out whether they are still engaged with your brand at any level. If they are no longer purchasing from you, you want to find out why. You can use static re-engagement mailings, personalized re-engagement mailings, or personalized URLs for feedback and surveys.

Second is to use outside data resources to gain insight into inactive customer behavior and thereby increase your chances of re-engaging with them.

Let’s say you know that your inactive customer purchased from you 90 days ago, but before that, it was 240 days ago. You might also know the size, color, and item purchased. A list agency like Epsilon can often give you significant additional information on these customers. For example, it might tell you that this same customer purchased 35 days ago from a competitor, has purchased seven times in the past year with your competitors, spends an average of $150 with each order, and that his or her last purchase was 15 days ago.

That is tremendous insight that can help you understand how to re-engage with that customer again. In fact, Epsilon found that while response rates to rental lists averages 1.2%, response rates from house files averages 2.68%. It might take a little more work, but the return is far better.

So before looking outside for new customers, consider rekindling relationships with inactive customers. Use your existing data and additional third-party data to guide your messaging to re-engage those customers and get them purchasing from you over and over again.

 

Jeff Lampert

Director of Marketing and Business Development

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
― Maya Angelou

Good QR Code, Bad QR Code

QR Codes have been called the marketing tool that marketers love to hate. Why? Because so many seem to provide absolutely no value.

Perhaps you scan a QR Code and it doesn’t go anywhere at all. Perhaps you get an error or the page to which the code points doesn’t exist. Perhaps you see a QR Code on a product you are interested in, so you scan the code and end up at a manufacturer’s non-mobile website where you get lost in a maze of links so dense that you forget why you went there in the first place.

Does this mean that QR Codes are a waste of time? No. It means not enough thought was put into creating them.

When you are thinking about creating a QR Code, the first thing you should do is ask yourself, “What purpose do I want this code to serve? What do I want the person scanning it to get out of it?” If you don’t have a good answer, wait until you do.

A great example of QR Code use is Best Buy. When you enter a Best Buy store, all of the products have QR Codes. When scanned, the codes take you to products specs, customer reviews, and other information not available on the shelf talkers or product packaging that will help them make a purchase decision. The QR Code puts the information in the customer’s hands at the very time that they need it — as they are making the decision. That’s a QR Code used well.

Contrast that with a QR Code placed on a lawnmower that takes you to the manufacturer’s corporate site. Or a QR Code on a “house for sale” sign that takes you to the realtor’s entire inventory. Those are QR Codes used poorly. It’s not the QR Code that’s the problem. It’s the lack of thought behind it.

When creating QR Codes, think about the end use!

 

Jeff Lampert

Director of Marketing & Business Development

 

“Price is what you pay. Value is what you get.” 

Warren Buffett

 

Old Trail Printing wins 19 awards for Print Excellence

February 25, 2013

Old Trail Printing is proud to announce it was recently awarded nineteen 2013 Print Excellence Awards from the Printing Industries of Ohio / N. Kentucky.

The print contest judges this year were Ken Eberhart, The Merrick Printing Company; Paul Schmitz, Schmitz Printing Co. and Glenn Petry.  These experienced judges and printing experts stated that the quality of print among the 458 entries continue to get better every year.

Each year, Printing Industries of Ohio / N. Kentucky holds its Print Excellence Awards Competition to reward Ohio and northern Kentucky printers that demonstrate excellence in 34 categories.  Each of the gold winners in the regional competition are entered in an association-wide competition for Best of Category and Best of Show prizes what will be awarded in August 2013 at the Grand Ceremony, being held in Columbus, Ohio.

Old Trail Printing won the following awards:

                7 Gold Awards

                11 Silver Awards

                1 Bronze Award

Jeff Lampert, Director of Marketing and Business Development commented, “We are especially proud of the fact that The Limited 2012 Holiday Conference Brand Book won a Best of Central Region award and will go on to state competition.”  You can view the award and brand book in the Gallery section of Old Trail Printing website.  www.oldtrailprinting.com

 Founded in 1928 and one of the largest woman owned printers in the Midwest, Old Trail Printing has a rich history of servicing clients across the country. Our combination of offset and digital presses means we have the right equipment to handle a variety of projects. In addition to being recognized as an award winning printer, we have invested in technology tools that enable our customers to streamline their procurement processes, increase efficiencies, reduce waste and gain a higher return on investment with their printed communications. With our comprehensive list of services our customers benefit from using Old Trail as their single source for creative, printing, mailing, fulfillment and more.

Printing Industries of Ohio / N.Kentucky serves nearly 400 commercial printing companies and suppliers to the industry in its service area. The Association provides a broad range of products and services to its membership, including workers’ compensation and product discounts. Printing Industries of Ohio / N.Kentucky is an affiliate of the national Printing Industries of America, the largest graphic arts association in the world. For complete information on Printing Industries of Ohio / N.Kentucky and Printing Industries of America, please visit www.pianko.org.  

 

Jeff Lampert

Director of Marketing and Business Development

Coming together is a beginning; keeping together is progress; working together is success

Henry Ford
                                                                                                                                                                                   

Creating Customer Loyalty. Step by Step

What does it take to create customer loyalty, the kind of loyalty that makes customers stick with you, even when their favorite sales representative, hair stylist or financial advisor moves on? Even when your prices change? Or when the extra 10 miles between your store and someone else’s means they spend an extra half-gallon of gas to reach you?

 

Here are some tips from the experts.

 

1. Know your customer base. Do you know who your customers are? Customer bases are not homogenous. They are made up of different demographics, with different needs and with different motivators for shopping with you. Profiling your customers can tell you a lot about how to keep them.

 

Then take it a step further. Find out not just who your customers are, but what they think. When was the last time you did a customer survey or conducted a focus group?

 

The more you get to know the unique demographic and psychographic makeup of your customer base, the more you are able to adjust products and services to respond to their unique needs and the more likely you are to hang onto their loyalty.

 

2. Make it personal. Shift from mass mailings and generic communications to 1:1 print communications as much as possible. This should go beyond “Dear <<name>>” and include content driven by demographics, demonstrated preferences or past purchase history. The goal here is not just to let your customers know that you know their names, but to increase the relevance of your communications to their lives. Large online retailers like Amazon.com use this strategy to great success—shouldn’t you?

 

3. Spread the communication around. Some companies assign each customer a specific customer service representative or sales consultant. This creates a special relationship between customer and sales rep that can be invaluable. The downside is that this relationship can become so valuable that, should the sales rep leave the company, your customer might be willing to leave with them. For this reason, encourage your customers to have multiple contact points within your company. Try to avoid relationships being through a single individual.

 

4. Increase the frequency. Stay in communication with your customers on a regular basis, not just when there is a special promotion or event. This is the idea behind monthly newsletters and “tips and tricks” postcards, especially those personalized to each recipient’s individual needs. This develops a relationship that creates a value beyond price and convenience and keeps your company top of mind.

 

5. Reinforce and reward loyalty. When customers are loyal, let them know that you appreciate it. Send them a thank-you once in awhile. Then reward them for that loyalty. Send them special “loyal customer” discounts, personalized to their unique habits and preferences whenever possible.

 

Retaining customers takes effort. It requires a customer retention plan and an intentional, focused effort to keep those customers you’ve worked so hard to have. What’s your plan?

Jeff Lampert
Director of Marketing and Business Development

"Always bear in mind that your own resolution to succeed is more important than any other"
-Abraham Lincoln