pbSmart™ for Small Business

Tie it all together!



Most marketers understand that repetition is important in getting their message across to customers. This is why direct mail marketers send multiple mail pieces to the same customers over a period of time, usually a few weeks or months apart. There are a couple of reasons for this, one of which is name recognition. The first reason is that when customers see your name multiple times, it adds credibility and builds a brand image. Like Mercedes Benz. Even if you’ve never owned one, Mercedes is clearly viewed as being a quality car. This reputation has been built over years of successful integrated marketing (or tightly aligning messaging and imagery across different communications mediums).

The second reason is that customers are not always looking to make a purchase the first time your marketing piece reaches them. It would certainly be nice, but the odds are usually against an immediate purchase. So repetition is important.

New technology allows merchants to be more creative in their marketing campaigns, touching customers with a targeted message in numerous original ways. Some consumers may prefer to hear your message, while others may want to see your message or image. Using the same branding with different media will both reinforce your image and increase the likelihood you are connecting to customers the way they want to be reached.

To ensure you touch the widest audience possible, consider a cohesive campaign that includes the same message with email, direct mail and videos, for example. Of course there are other combinations, but the point is the same –by tying it all together, you reach customers through multiple media and at multiple times, and dramatically increase your odds of influencing them!

Email marketing and direct mail are great ways to acquire and engage customers.

To learn more about email marketing with pbSmartConnections, click here.

Guidelines for Comments

pbSmartEssentials.com is hosted by Pitney Bowes Inc. By using this site you agree that you are solely responsible for any comment you post to the Blog and you agree to abide and be bound by the Pitney Bowes TERMS OF USE.

Please stay on topic. We may redirect certain submissions if they are better handled through another channel such as customer service. With regard to the content of any submissions you make through this Blog, you agree to remain solely responsible and agree to not submit materials that are unlawful, defamatory, abusive or obscene. You also agree that you will not submit anything to this Blog that violates any right of a third party, including copyright, trademark, privacy or other personal or proprietary rights.

Pitney Bowes reserves the right to terminate your ability to use and/or submit posts to this Blog. Pitney Bowes may not review all postings and is not responsible for comments posted on this Blog. Pitney Bowes nevertheless retains the right to not post, edit a posting or to remove any postings in its sole and absolute discretion.