Valpak of the Chesapeake

10 Tips for Building a Successful Loyalty Program

Valpak — Tue, 18 Jun 2013 15:56:10 +0000

It’s no question why certain traditional approaches to business practice have endured, but it’s also no secret that the business world has been experiencing significant changes in recent years.

The rise of social media and mobile marketing, for example, has impacted the way small and large companies communicate with their customers. These changes are paving the way to new and improved loyalty programs as well.

Forbes predicted that 2013 would be “the year of loyalty programs,” and it makes sense when you consider that 2012 was considered the year of the customer. These two characteristics of business are extensions of the same principle.

Loyalty programs are a great way to show customers you value their business at the same time as you collect customer information. Loyalty cards offer long shelf life while e-mail newsletters offer consistent communication. Creating a complementary program can be done in so many ways, so whether you want to start a loyalty program or are looking for some advice to revamp your existing one, we have some tips for you.

Deliver on your promises. The foundation of any successful loyalty program is building trust with your customers. To gain that customer loyalty, be transparent, honest, and deliver on any and all promises.
Keep it Simple. Your program is put in place to reward your frequent customers and encourage repeat business. You won’t reach those goals if consumers have to jump through hoops to realize the rewards. Keep the process simple and you’ll see participation increase.
Be unique. Your business is not like all the others so your loyalty program shouldn’t be either. Make the reward(s) specific to your product/services. What is your bestseller? What can you give consumers that no one else can? Explore how your program can stand out from the rest.
Know your customers. You’ve built unique rewards for your business; now extend that to your customers. Tailor your program to meet the wants and needs of your target market. Ask for their feedback and what they find most rewarding then see how you can incorporate that into your program.
Start small. Loyalty programs need clearly established goals, timelines, and objectives. These goals should also fit with your overall marketing strategy, but you don’t need to dive in head first. Start with smaller goals and your frequent customers then grow the program.
Train Employees. Everyone involved in your business should understand every aspect of your loyalty program. If a customer calls and speaks with employees who can’t answer their questions, you may lose your window to connect. This small step makes a big difference with customer service and the success of your program.
Pay attention to members. It may seem self-explanatory but you need to keep an eye on your loyalty program members. New participants may need small nudges to remember to use the card redeem their rewards. Long-term customer may need some extra love if their rewards are about to expire or their activity slows down.
Consider more than discounts. Once you know what your customers want, imagine what rewards you can offer besides discounts. For example, consider throwing an event for your loyalty members to try new or upcoming products. Get creative!
Engage. Be involved in two-way communication with your loyalty customers as well as any potential members. Respond to questions promptly and ask them how they prefer to be contacted with any future contact.
Evolve. It should come as no surprise that listening to your customers is key to building loyalty. Do the same with your loyalty program and make changes as necessary to remain successful.

How have you found success with a loyalty program? Which of the tips above do you think is the most important to your success?

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Valpak

Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. With nearly 170 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month.

How Marketing is Like a Puzzle

Valpak — Tue, 11 Jun 2013 14:52:39 +0000

Doesn’t it seem like the best inspiration comes in unexpectedly ways from the world around you? For example, recently I was thinking about how marketing is like a puzzle; each piece of a great campaign should complement and supplement the other pieces!

Call me crazy, but I love a challenging and creative puzzle because of how rewarding it is to watch the full picture come together. If you’re like me, you put together a puzzle in a very precise way, starting with the border pieces to create your framework before you tackle the center parts of the image. Then, you work your way through the various components of the image, often referring to the complete bigger picture on the box to help guide you.

The analogy is probably becoming clear already, but I’ve broken it down into more actionable pieces to help you sort out the puzzle-like marketing campaign your business needs:

1. Work from the outside in.

Your marketing strategy needs a well-defined goal or a vision that you can use to clearly build your framework. Envision where you want your business to be in the future by thinking ‘big picture’. Then formulate your outline like the border of a puzzle.

What short-term goals will help you reach your vision?
Which marketing tactics do you want to use?
What do you need to put in place first?

For example, you need to establish brand awareness before you begin to build brand loyalty. The border of your puzzle is the foundation on which your business will grow.

2. Tackle the big pieces first.

When you begin marketing your business you’ll often find that some needs are bigger than others. You should start filling in your strategy’s picture by tackling the priority issues first. If you’re a brand new business, you need to let people know that you’re open for business before you can do anything else. The big pieces of your puzzle may be creating a website, starting a direct mail awareness campaign to the local community, and building an online community through social media profiles.

3. Fill in the details. Once you’ve got a solid marketing structure in place and you’ve tackled any overwhelming or immediate marketing needs, you can build on that progress to “finish your puzzle.” Whether you’re a new business or an old one, take a minute to look at your current marketing tactics. If you are having great success using direct mail, how can you complement and expand that? Could you plan seasonal offers to supplement your standard direct mail pieces? Or perhaps consider other options like online marketing and mobile text messages to create a dynamic, full picture with a broad consumer reach.

How do you build a cohesive marketing campaign? Do all the pieces of your marketing strategy fit together?

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Valpak

SMS Texting Part 3: Get the Word Out

Valpak — Tue, 04 Jun 2013 16:00:23 +0000

Now that you’ve quelled your fears about starting an SMS campaign and determined the text message campaigns and offers you want to provide your customers, you need to let them know that they can sign up to receive your offers wherever they are! Starting an SMS contact list can seem like a daunting task but if you utilize multiple marketing channels you’ll find that getting the word out and building your base of contacts is easier than you thought.

After you’ve crafted an SMS strategy and considered whether or not your business is ready to text offers, you’ll have a better idea of what your SMS text messages are providing your customers. Include that information everywhere you choose to advertise your SMS offering – from instructions how to sign up to what you’ll be texting them and how often they can expect to get a text from your business.

With a text message marketing plan in place, here are a few ideas to help you let your customers know they can receive your offers anytime, anywhere:

In the store.

Include a small sign on the door to reach customers as they come in and out of your store with a simple call-to-action like “Sign up to receive special discounts with our text offers!” Include pop-up signs by the cash register or throughout the store. For example, restaurants can include the SMS information signs on each table or even on the check.

In their home.

Create a special direct mail piece that features your new SMS campaign with an incentive for customers to sign up. For example, if customers sign up for the SMS list through your direct mail offer, they receive an additional 15% off their next purchase. Include your SMS information on all of your mailers and fliers to stay top of mind. A simple call-to-action that asks customers to “find out more!” in your store or online can get the conversation started.

Online.

If you have an online or social media presence, use it to your advantage to let customers know that there is a new way to receive special offers from your business. Consider putting a quick call-to-action such as “text BUSINESS NAME to 37822” in the about section of your social media profiles. Include information about how to sign up for your texts on your website as well.

Another great way to generate some buzz about your SMS special offers and generate more names on your contact list is to run a contest. Make the rules specific such as everyone who signs up between specific times gets one entry to win your most popular product or service. Most of all get creative with how you let customers know. When consumers see your personality shine through they’ll be more interested in getting your special offers by text.

How have you found success getting interest in your SMS campaign?

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Valpak

Valpak Behind The Scenes

Valpak — Thu, 30 May 2013 14:35:44 +0000

As the leader in direct marketing with over 40 years of experience, our team at Valpak has more than a few trade secrets to keep. Recently we let a Fox consumer reporter come behind the scenes and check out how we get those familiar blue envelopes out the door.

Take a look:
http://www.myfoxtampabay.com/story/22082669/2013/04/25/valpak-ventures-from-direct-mail-to-digital-coupons

From the printing press to the corporate office, we’re showing you how we make sure our small businesses’ marketing materials are produced using nothing but top notch techniques. And at the same time, we’re letting your consumers get an inside look at where the coupons they love are being manufactured and designed.

We know that consumers have come to expect transparency from the brands they interact with, so we thought it was time to pull back the proverbial curtain and let you in on the ways we create effective ads for small businesses. From focus groups to our “OHIO formula”, we’ve distilled direct marketing down to an art form that works.

Whether you’re a business owner, Valpak mobile user, or recipient of the blue envelope, we hope you enjoy this sneak peak at our “money-saving muscle” and “bargain brains” (…their words, but we like the way they sound!).

Business owners – how do you provide transparency to your consumers? And if you liked what you saw, get in touch with your local Valpak to start putting our tried-and-true approach to work!

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Valpak

5 Marketing Ideas for Connecting with Your Female Customers

Valpak — Tue, 28 May 2013 16:00:00 +0000

March 3^rd marked 100 years since women marched on Washington for the right to vote. Now we’re living in a “sheconomy” where women impact most purchase decisions. As business owners operating in a world driven by customer awareness, it is essential to understand and speak to your largely female-dominated consumer group. So, we put together some fresh ideas to help you market your business to women.

Don’t Be Like Everyone Else.
Businesses used to water down their brands and make their products more feminine. This is what some call the “Shrink it and Pink it” strategy, and simply put, it doesn’t work. Instead, a campaign for women should reflect the unique need or want filled by your product or service in the life of your customer.

Get to Know Your Feminine Side.

Start by researching what female consumers want and need. But don’t just investigate any women. Find out who your female customers are. 91% of women believe that advertisers don’t understand them. You can jump ahead of your competition just by taking the time to get to know your real target market. Define their characteristics, interests, and lifestyle. You may even find out that they are your best customer.
Sometimes You Have to Ask.

“Shrink it and Pink it” may not work, but it’s true that many women like a little romance in their lives. Let them know how special they are by asking for their input or feedback. Volvo did a great job of gathering women’s thoughts when they brought focus groups in to talk to about their new cars. These conversations led to features like trunks that were easier to load and less cumbersome fold-down seats that provide storage. You can imitate this strategy by starting a meaningful conversation with the women who walk through your door.
Communicate the Experience.

Now that you have their input and know who they are, it’s time to start marketing to women. Instead of trying to sell them on specific product features, let them know all about the quality of the brand and the value they’ll get. Make your advertising emotional by selling the experience they’ll get when they visit your business or use your product. Your primary goal? Help them see the way their life will be better by doing business with you.
‘Humanize’ Your Brand.

Engage women in a conversation about your business. A great way to appear more ‘human’ is to utilize social media to connect with women. Listen to what they have to say and give meaningful responses. The digital world is also a great way to easily encourage women to tell their friends about you. Women are naturally social as 92% of them pass along information about deals or finds to others. Make it even easier for them to share with friends by going mobile.

How do you creatively connect with your female customers?

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Valpak

SMS Texting Part 2: Crafting your Text Message

Valpak — Tue, 21 May 2013 16:00:43 +0000

A few weeks ago, I wrote about some of the biggest SMS text marketing fears that business owners have. I walked through everything from invasion of customers’ privacy to general disinterest, in hopes of illustrating the reality of SMS text opportunities that exists because of one simple thing: most consumers do want to receive deals, savings and information from the stores they frequent.

Now that the opportunity for reaching consumers through SMS text is clearer, you may be wondering where to begin. You are probably wondering to yourself what exactly you are going to text these customers. Well, you are headed in the right direction. The “what, when, and how” of your text message marketing campaigns is vital to their success.

The first step is crafting your text message so that it is eye catching and informational. Here are a few tips:

You only have 160 characters. Short and to the point is expected and best practice for text messages.
If you don’t think 160 characters will be enough consider linking to a mobile optimized website with more information.
Don’t use “text speak”. You are a business, and your texts should reflect that.
Start with action words. Words like “save,” “run,” and jump” help start the message with a call to action customers can respond to.
Make your message clear. Creativity is great, but not at the expense of being clear and direct.
Identify yourself. Include your name or the business name at the beginning or end of the text to guarantee your customers know who’s texting them.

As a small business owner, you probably know your local market pretty well. Speak to what your customers want when you text them. Not sure what you can text? Here are a few ideas to get you started:

Time Sensitive Offers. One of the biggest benefits to using SMS texting as part of your marketing is the ability to reach customers wherever they are and at any time of the day. Take advantage of this unique aspect and text customers offers that are only good for the immediate future. For example, if you’re a restaurant, send out a text about your dinner special around 4pm when people are deciding what to eat.

SMS Specific Offers. Send your customers specials and offers for your products and services that only they have access to. You’ll make your contacts feel special and encourage more customers to sign up by treating the opt-in text customers like VIPs.

Reminders. If you’re a service company, use SMS texting to remind customers of upcoming appointments. They get a quick little reminder and you will reduce your no-shows. If you have a big event coming up you can use your SMS list to remind customers that the big day is fast approaching. Finally, if you run any weekly or monthly specials send out a quick reminder that it’s “Tasty Tuesday” or “Free Friday”.

“Be On the Lookout”. Use your SMS list to inform customers when you send out a new marketing piece like your email newsletter or the latest direct mail flyer to let your customers know they can be on the lookout when they get home. Send out teasers (with dates!) when you have new products or services coming to your business.

Overall, your texts should never be too frequent – once every two weeks is best – and they should always be useful to your customers. Evaluate what you’re texting as if you are a customer receiving it from a business you frequent. If you wouldn’t want to receive that text offer or update, chances are neither will your customers.

How do you craft the perfect SMS text message for your campaign? We’d love to hear your “tried and true” approach!

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Valpak

Secure the Buying Power of Mom

Valpak — Tue, 14 May 2013 16:00:26 +0000

On Sunday, people all over the world paused to honor a wonderful and influential person in their lives – Mom. Whether it’s the mom you grew up with, a caring motherly neighbor or a mentor you can rely on, lives are impacted by these wonderful women day in and day out.

The power and “reach” of Mom extends farther than you may expect, though, as moms make up the majority of the purchasing decision makers. Wise businesses are taking note of their primary customers and starting to think through ways they can cater to this significant source of buying power.

If your business hasn’t taken into consideration the influence women and mothers wield in the purchasing process, it’s time to start! Check out these facts from The Next Web:

Moms make up a $2.4 trillion market
Women identify themselves as the primary shopper in the house 75% of the time
76% of women are online and 90% of moms are online
85% of all consumer purchases are accounted for by women

As a small business owner you already have a good idea of who your best customers are. Take that a step further and you’ll quickly realize that you can grow your business by understanding what the moms in your market are looking for.

Moms are highly mobile.

65% of them have a smartphone, which is 38% higher than the general U.S. population. Tap into the mom market by being available to on-the-go customers through mobile-optimized websites and relevant apps.

Modern moms are social media users.

One in four moms purchase children’s products because of recommendations they receive through social media or a blog. On top of that, social media moms mention brands an average of 73 times per week. That’s a lot of word of mouth potential for your business and brand.

Have a presence on social media so women and moms can connect with you to stay up to date on your business and recommend you to their followers. Reach out to active social media moms by following their accounts and interacting with them on a regular basis to really get the referral wheel spinning.

Mothers love to celebrate family.

Mothers are always looking for ways to celebrate life’s little moments like a “baby name reveal” or middle school graduations. Tap into this “party” mindset by exhibiting how your products and services make their family life fun and easy. Visual images that convey your positive impact on “lifestyle” are especially effective.

Moms break the mold.

Above all, don’t let the stereotypical idea of mom hold you back. The modern mom doesn’t let her title define her; she defines it in her own unique way. Moms are more confident than ever and are likely to be part of non-traditional families. Appeal to the mothers in your market by getting to know who they are as women. In many ways, women rule the world, after all.

How is your business connecting with the Mommy population?

We hope you had a Happy Mother’s Day!

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Valpak

Getting to the Root: Growing Your Dental Practice Part 2

Valpak — Tue, 07 May 2013 16:00:43 +0000

Last week we discussed how you can grow your dental practice from inside your office through cleanliness, exceptional service, and easily accessible marketing materials patients can take home.

But what happens outside the office in between visits can be just as important to building a loyal base of patients and especially to attract new visitors to your office. Utilize traditional advertising and digital marketing to get the word out about your business where consumers are most likely to respond.

Out in the World

While the atmosphere and effort you put into your office is the main component in keeping patients, the work you put into activities outside your practice encourages new customers. There are two big points of contact you can take advantage of to find new patients.

Online

Instead of printed phone books, consumers rely on the internet to conduct local searches for businesses. Take the time to build a pleasant, informative website. Make office hours, contact, and insurance information easy to find and understand. Get testimonials from current patients to put on your website. If possible, feature your past dental work visually, either with before and after images or video – but only with permission from the patient.

Have a presence on social media and popular review sites. Not only will these be another place that consumers can find your business but it allows you to keep a watchful eye on what your current and past patients are saying about you. Respond thoughtfully to any negative comments about your practice to encourage past patients to give you another try.

Consider doing an e-mail newsletter on a regular basis. Focus your newsletter on these topics:

Tips for Oral Hygiene
News about the practice
Information about your employees – a monthly “star employee” can motivate your staff
Fun and interesting graphics related to dentistry and oral hygiene. If you have a creative person working in your office you could even create your own!

In their home

Reach into the homes of potential and current patients by targeting relevant consumers in their homes through direct mail. Target new homeowners in the area with offers for discounted new-patient exams. Send out seasonal reminders for patients to bring them in the door:

Smile Pretty for Back to School Pictures – get a FREE whitening with a standard appointment this month only!
Happy New Year! Having a “gorgeous smile” is this year’s TOP resolution so start the year right with [%] off Exam, Cleaning, and X-Rays
White Hot Summer Discount: Make your smile brilliant with our [%] off teeth whitening
New to the neighborhood? A smile is all it takes – make sure you feel confident in yours with our new neighbor offer!

How do you balance the business demands with the dentistry demands to keep your business growing?

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Valpak

Get to the Root: Grow Your Dentistry Practice

Valpak — Tue, 30 Apr 2013 16:00:42 +0000

“You don’t have to brush all your teeth – just the ones you want to keep.”

It is not uncommon to hear a groan in response to the phrase “I have a dentist appointment today.” This blame is often misplaced, but unfortunately it happens for many people who have experienced a cavity, root canal or other dental procedure beyond the standard cleaning.

And yet, simultaneously, anyone with teeth (or the internet!) knows that dentists provide a valuable service.

These days most consumers understand the health importance of regular visits to the dentist, so finding a dentist office that provides a positive experience and leaves customers with a smile (sorry, I couldn’t help myself) typically means 2 things: fierce loyalty and potential word-of-mouth marketing.

Capture that fierce loyalty as well as new patients by focusing on the internal and external environment surrounding your practice. And make that word-of-mouth marketing as easy as possible by providing your current customers with access to easily sharable marketing materials.

Inside the Office

Whether the person walking through your door is a repeat patient or a potential new one, your lobby and waiting area says a lot about your practice. First impressions go a long way, so provide patients with inviting and comfortable surroundings to indicate that your office is a clean and well-run place they can feel relaxed in.

Decreased wait time is top priority, but providing entertainment to keep clients occupied is wise. Newspapers, magazines, books and toys for kids are all great. You can even place a TV in the room.

As you know, the value of customer service can’t be overstated. The way your patients are treated from the moment they walk in the door until they leave is a significant factor in keeping customers and encouraging patient referrals (which could mean new business).

When high quality personal service is the backbone of your practice’s culture, patients will be motivated to keep coming back, but there are a few other ways you can grow your business from inside the practice.

When a patient is checking out, offer to set up their next visit right then. We all know the importance of regular dentist visits, but it can be hard for consumers to remember with the hustle and bustle of everyday life.
Provide helpful reminders. Set up a system where you call patients a few days before their next visit to remind them of their appointment, even consider sending a reminder in the mail the week before.
Give them something to take home. The usual toothbrush, toothpaste, and floss are great ways to encourage dental maintenance. But also providing a little “gift” like a keychain, or branded pens and pads of paper can be more permanent to hold on to. Get creative!
Keep pamphlets around your office. Create short, easy to understand pamphlets for a range of dental topics like tips to help parents teach their kids oral hygiene. Create a pamphlet designed for potential patients that current customers can grab to give to friends or neighbors.
Build a loyalty program for repeat patients. Something simple like free whitening after 5 years can be a great incentive for patients to keep coming back.

It isn’t just what happens inside the office that keeps people loyal to your business and coming back time after time, what happens in between visits can have a strong impact as well. Keep an eye out for our follow up tips for building your dental practice and learn how you can reach customers out in the world, online and even in their homes!

What questions do you have about building your dental business from the inside out?

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Valpak

SMS Texting Part 1: Biggest Fears for Small Business

Valpak — Tue, 23 Apr 2013 16:00:16 +0000

200 Billion. It’s kind of a silly sounding number, right?
It’s so large; we can hardly wrap our minds around it. But did you know that in the U.S., consumers send almost 200 billion texts per month?

As a marketer, when I hear that, I can’t help but see great potential for reaching consumers through texting. I also know, however, that many small businesses still have reservations about contacting customers through SMS texting.

So let me take you through some of the most common fears about implementing SMS text marketing. Hopefully it will put your mind at ease, or at least answer some questions.

Fear #1: “Texting consumers is invasive.” Many small businesses feel that sending a promotional offer or message to a customer’s phone is a little too intrusive. The idea of contacting someone on a personal device feels like an imposition.

The Solution: Make your SMS contact list opt-in only. That means customers are agreeing to be texted. When the customer gives you his or her number and opts-in, you can view it as a way to stay in touch and provide helpful savings or information, without being invasive. Opt-in lists mean they have invited you into their personal phone world.

Fear #2: “They may not like my texts or offers.” So you have a customer’s number, but now what? Fear of sending the wrong message or offer, sending it at the wrong time, or somehow frustrating a customer can paralyze your mobile marketing momentum.

The Solution: A well-thought out text strategy with relevant, valuable offers will ensure that your customers won’t find your texts unpleasant. You should also always have an easy way for consumers to opt-out of the contact list so they don’t feel locked in to receiving your texts. Also, consumers tend to opt-out at twice the rate on the weekends as they do on a weekday, so use your weekday texts to prep customers for weekend shopping, and then give them time to do it.

Fear #3: “No one will sign up for our texts.” You may worry that your texts will not be seen by anyone, making your efforts a waste of time. The reality is that almost two-thirds of consumers want to receive special offers from businesses by text.

The Solution: Get the word out about your new SMS text offers through your store and online. Provide an incentive for customers to opt-in to your contact list. A welcome offer of 10% off their next purchase is a good example. You can also consider making your SMS contact list a feature of your loyalty program for customers to join.

Fear #4: “I don’t have time.” As a small business owner, you’re already short on time so you might think that crafting and executing an SMS campaign will take the kind of time you don’t have to give.

The Solution: More than likely, you already have an understanding of your local market and the customers who come through your door so crafting relevant offers via text should be fast and easy. Still not sure? Take time to identify your goals, and then simply dedicate or carve out ten minutes every few days to spend on the SMS campaign. Those ten minutes will add up and before you know it it’ll be part of your routine.

Fear #5: “Consumers get too many texts already.” Another common worry is that your text will just get lost in all the other texts consumers receive from companies. However, just 27% of consumers receive texts on a regular basis. That leaves a lot of room for your text to be noticed.

The solution: 71% of consumers want to receive texts from stores and brands they’ve visited or used before. So just like with your direct mail or online offers make sure your texts are relevant and timely to your customers and you’ll be sure to see positive responses!

Now that your SMS fears have been calmed, keep in mind that there are companies dedicated to running SMS campaigns for businesses.

Unsure of your next move or have more questions? Feel free to reach out, we’re happy to help you get the ball rolling on an SMS campaign or hear what other fears may be holding you back!

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