Translating Survey Results, Or Known Customer Buttons, into Effective Promotion & Response

Which Direction Do You Take With Your Promotion?

So you have your survey results, or you did an in-depth analysis of your sales and discovered the key customer buttons. You found what your public wants to hear. Obviously now you can just put any promotion together, mention the buttons and wait for the phone to start ringing, right? Wrong!

There are standard rules and a technology to creating a marketing campaign or promotion piece that applies to any size company no matter their budget. If you don’t follow the rules you could get 0.1% response and tout that as your # 1 promo piece. “I send out 2500 a week of that flyer and it gets a pretty good response – I get at least one new client a week.” At that rate it would only take decades to build up a business – if you were not losing one client a week.

One client had been working on launching a new calmag supplement for about 3 years in the USA market. The promotion being used was based off a summary of conditions for which existing customers were using the calmag — a valid method of surveying. But not a standard method of promotion.

Viewing this sample below you can probably work out some errors in their strategy. The key error is lack of focus; a button that grabs your attention. The next error is there is no message and you are left with no urge to do anything about it. This was NOT designed by us.

With this strategy you will probably start hitting the 0.1% successful promotion piece mentioned earlier. But what if you want more? What if you wanted a full 1% response or even to head towards 11% response to your promotion?

Finding a New Strategy

Well, this company was not satisfied. They knew the product was sound but the marketing was not. They had plenty of repeat business once somebody had tried the product themselves. How were they going to get more people to try it for the first time? They did not have a huge marketing budget as it was a small business. That’s when they hired RESPONSE! Targeted Marketing.

What was needed was to condense the results into something usable. Something that could communicate to prospective customers.

The product was considered by many to be much better than other similar products on the USA market, but “It’s better than Brand X” is not a useful long-term marketing strategy. A standard survey, plus some market research found that “SLEEP” was a major button. Some more market research later and we discovered that the fact that the calmag product was imported was interesting to people. A reason for consumers of calmag supplements to give a new, different product a try. More market research and we knew there was no widely extant calmag product being marketed for sleep or as imported. We did discover that there is an imported bottled water from an undeveloped country being sold in many stores for double the price of normal bottled water. We also discovered many popular coffees being sold through a popular coffee franchise were marketed as being from undeveloped countries. We now knew that USA citizens were widely willing to buy drink-type products from undeveloped countries.

Quality Design & Copywriting

You can now have access to quality design and copywriting at a small business price. You tell us the goals you want to achieve with the marketing of your products and services and we’ll figure out how to get you there.

Our design and copywriting is done with the end goal of selling — to get a response. We will make your business promotion more effective.