all the hype about only using digital for your retail stores marketing-I'm NOT BUYING IT
ARE YOU BUYING INTO ALL THE HYPE ABOUT ONLY USING DIGITAL MARKETING TO PROMOTE YOUR RETAIL STORE?
Napier Marketing Group, Inc.
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;
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.
Here's the fact;
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!
There are hundreds of ad blockers available
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
FAD ZONE OF APP PLETHORA,
Blindly wasting their precious marketing funds!
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!
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
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
" 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".
PRINT IS NOT DEAD
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 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?
So why am I writing this?
I just want to educate people so they can make INFORMED DECISIONS!
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
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;
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
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!
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.
Online advertising marketing is always an extremely effective way to reach potential customers. A start-up business will have a good number of customers if its promotion is done professionally. Thanks to the blog owner for sharing the useful information I was looking for.
Leave a Reply.
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