ARE YOU BUYING INTO ALL THE HYPE ABOUT ONLY USING DIGITAL MARKETING TO PROMOTE YOUR RETAIL STORE? download furniture world's point/counterpoint on this subject below where my friend ed Tashjian states his position on this
All I ever hear about is Snapchat this, Facebook that, Instagram wherever, WhatsApp whatever, Twitter me twit...you get it ...you have to market here, there and everywhere on these digital platforms to reach an audience to come by stuff at your store. Let me be upfront. I'm not saying all digital inbound marketing is bad, I'm just saying if that's all you're spending your money on, you're missing 30%-70%+ of your market! Then the next thing you hear is; |
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| If it's Millennials, good luck with that. You obviously didn't read my research on them. If you didn't read it or are ignoring my research, then you're probably throwing away 40%+ of your marketing dollars, maybe even more, considering on average, 36% of this generation live with their parents and 44,000,000 million of them have student loan debt on average of $36,172.00 and 40% of these loans are delinquent. |  |
So, here we go. Hang on for the ride, because I'm about to burst some bubbles here and offend some of these geniuses that say you need to be spending ... I mean wasting ... probably 50% of what you're spending on digital.
Here's the fact;
Here's the fact;
"The most frustrating experience for online browsers involve full page pop-up adverts that require the user to find an “X” to remove. More generally, 91% of respondents agree ads are more intrusive today compared to two to three years ago, and 87% agree there are more ads in general. 79% also feel that they’re being tracked as a result of retargeted ads".
YOU CAN READ MY RESEARCH HERE
| Have you ever heard of AdBlocker+? Yep they block Ads How about Ghostery? Ghostery detects and blocks tracking technologies to speed up page loads, eliminate clutter, and protect your data. These platforms are very popular and there's a good chance, no great chance your ads aren't even seen! |  Click to learn more  Click to learn more There are hundreds of ad blockers available |
AdBlocker is HUGE and yes I use it and Ghostery. And it looks like a ton of those you are targeting are too!
The majority of ad blockers target banner ads and pop-up ads, and many block native and search ads as well. Some completely remove all advertising from a page while others focus on ads that compromise privacy by blocking tracking codes.
The majority of ad blockers target banner ads and pop-up ads, and many block native and search ads as well. Some completely remove all advertising from a page while others focus on ads that compromise privacy by blocking tracking codes.
 |  |
But there's more
OK, I don't want to beat this to death, BUT I COULD ... I have a ton more research on this!
I lied, here's another one just for fun
Why so angry you ask...I'm not, just frustrated because I hear people that really know nothing about consumer marketing, telling retailers what and how they should be spending their money and they have NO CLUE because they didn't do their due diligence. This causes small and medium retailers to enter this ...
FAD ZONE OF APP PLETHORA,
Blindly wasting their precious marketing funds!
OK, I'll get some blowback here because someone will chime in and say Facebook works for them. I bet it can, for awhile, but let me tell you how I deal with retailers that clutter my news feed, it's called
I HIDE THEM IN MY FEED ...
BYE-BYE and you won't even know that you're gone FOREVER
along with the other 40% outlined above!
So, before you waste your money on the next FAD, consider some of these tried and true marketing mediums that still work;
Direct Mail - (that's the stuff delivered in your mailbox - inserts/postcards, etc) Household Response Rate Is At 3.7%
Direct Mail - (that's the stuff delivered in your mailbox - inserts/postcards, etc) Household Response Rate Is At 3.7%
Compared to these small number engagements
- .2% mobile,
- .1% email,
- .1% social media,
- .02% internet display
Look, there's a DOT before the number, not looking so hot, is it?
But there's a light at the end of this tunnel
WOMEN HAVE THE PURCHASING POWER & THEY LOVE PRINT IN THE MAIL
91% of mail is picked up by the same person each day; 80% of them are women.
Women make more than 80% of all purchasing decisions.
Women make more than 85% of all household purchases
91% of mail is picked up by the same person each day; 80% of them are women.
Women make more than 80% of all purchasing decisions.
Women make more than 85% of all household purchases
- 92% of shoppers say they prefer direct mail/ads in the mailbox for making purchasing decisions. 70% are curious to find out what’s in their mailbox.
- 77% of people sort through their physical mail as soon as they get it (Epsilon)
- 74% always or sometimes notice advertising in direct mail.
- 42 percent of recipients read or scan mail pieces.
- Direct mail household response rate is at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).
- 51% prefer companies to use a combination of mail and email when communicating with them
- 23% bought or ordered something as a result of receiving direct mail in the last 12 months
- Direct mail/newspaper in the mailbox median household ROI is at a median of 18-20%.
Oh, ya .. if you're still hooked on the Millennials, they like it too;
Millennials Love It - 36% of people under 30 look forward to checking the mail each day
 | Even the Wall Street Journal has piped in on this; The Wall Street Journal states; |
" the good news is that newspaper inserts drove more retail shoppers than digital ads and are, without a doubt, the most powerful drive-to-retail media available to marketers".
My Summary
PRINT IS NOT DEAD
And if you're not using it as part of your marketing integration to attract, educate and engage your audience, your business will probably become pedestrian, if it hasn't already!
| Print is still one of the main influencers when it comes to consumer purchase decisions and we do it all. The thing with digital ads is they are fleeting. They’re there one second and gone the next. But newspapers have real lasting power and tend to stick around in consumers’ homes longer than most other media. This means people spend more time interacting with inserts and browsing deals and offers. |  |
I just get really irritated when "so called marketers," tell people how to market their stores "STUFF" and they have no clue on how people engage.
I hear about too many small and medium retailers struggling and they are the backbone of our economy.
Think about this: All the Big Retailers still use print in their mix, why aren't you?
I hear about too many small and medium retailers struggling and they are the backbone of our economy.
Think about this: All the Big Retailers still use print in their mix, why aren't you?
Other recent research by Research and Analysis of Media (RAM), an international media research company, confirms the crucial role newspaper inserts play in consumer marketing. Data shows that nearly nine in 10 of media consumers use newspaper inserts.
So why am I writing this?
So why am I writing this?
I just want to educate people so they can make INFORMED DECISIONS!
That's why I built - www.social4retail.com
The largest FREE marketing informational website for retailers & Brands
The largest FREE marketing informational website for retailers & Brands
ANd we can help your retail store or brand with our free business marketing analysis
no strings attached - no sales pitch
WE'LL DISCUSS YOUR
Website & Web Presence • Social & Digital Marketing Platforms • Brand Management • Retail Strategy • Your Marketing, Advertising & Promotion Strategies & Tactics • Marketing Communications
Or any other discussion item you want to address.
Website & Web Presence • Social & Digital Marketing Platforms • Brand Management • Retail Strategy • Your Marketing, Advertising & Promotion Strategies & Tactics • Marketing Communications
Or any other discussion item you want to address.
BE SURE TO READ THIS ARTICLE TOO ...
13 DIRECT MAIL EXPERTS REVEAL THEIR PREDICTIONS FOR THE FUTURE OF DIRECT MAIL
Want to read more of my RANTS?
Click the image below;
4 Comments
Chuck A
3/22/2017 02:08:08 pm
Agree totally Bill. We see this al the time. Another huge waste is traditional DM where clients are wasting dollars in broad based mail aimed at areas where they have no idea if anyone in that ares is even interested in furniture or anything else for that matter. While not cheap, highly targeted DM where we can create a best customer profile, can identify where these people live, tie that back to an email address, know shopping propensities and also play in the multicultural space, well the results have been exceptional to say the least. A famous saying comes to mind -- "Half the money I spend on advertising is wasted; the trouble is I don't know which half." John Wanamaker
Jesse paynter
8/30/2017 08:12:26 am
Thanks for telling it like it is Bill. Perhaps those pin heads at the digital agencies will make a closer examination of the facts before they recommend the same 'ole, same 'ole to their clients...
Then again, I truly doubt they will. You ever have to work with those people? They're clueless!
1/29/2020 04:36:19 am
The thing with digital ads is they are fleeting. They’re there one second and gone the next. But newspapers have real lasting power and tend to stick around in consumers’ homes longer than most other media.
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about bill napier
Bill Napier is Managing Partner of Napier Marketing Group.
He has been the chief marketing officer of several small, medium and large companies throughout his career, most notably Ashley Furniture Industries Inc.
Many in the home furnishings industry call him an industry serial disruptor. "His thought provoking blog will challenge conventional wisdom, look under the industry’s hood and seek to uncover the critical clues to improving its performance".
Bill is also a featured writer and speaker in the retail industry. His vast understanding of the issues retailers and brands face to compete in the digital arena, coupled with his humorous interpretation of his knowledge of trends, facts and solutions for helping companies compete, makes for an engaging and informative session for every brand or retailer that attends his sessions.
His passion is to help retail brands & brick mortar retailers grow their business by creating, guiding and deploying successful marketing B2B/B2C solutions integrating traditional marketing with the web/social media. You can see his passion for this at his FREE marketing information website; www.social4retail.com
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