Archive for June, 2012

Handy Checklist for Marketing Success

So, you want to create and implement a Marketing Campaign introducing a new product or service, do you?

Well, here’s some basic fundamentals that you should have in order to increase the chances of success:

1) Data is KING! Is your database (mailing list):

– Up to date? Have you weeded out redundant listings, made certain postal codes and addresses are complete?

– Are the names in your list the ideal contacts to send your offer to? Can they make purchasing decisions for their company?

– In other words, will your Campaign reach your targeted audience?

2) Offer.

– Is your offering compelling enough to make the recipient take the time to thoroughly read and understand your offer?

– Is the offer fitting for the entire audience you are marketing to?

– Is your offer timely? Example are you offering a sale on snow shovels in July?

3) Creative / Call to Action

– Does the imagery and text in your offer compliment the message without distracting from it?

– Is the message clearly understood?

– Does the message speak to the needs of the recipient?

– Is the piece persuasive?

– Do you have a strong Call to Action? (Phone #, PURL, eMail address to respond to, etc,)

Need help?

Call us today – 519-254-5237 or eMail us



Top 5 Things Campaign Managers Should Know About Email Deliverability

by Anna Dispensa from /


While email deliverability is an extremely complex topic, there are five things all campaign managers should know:

  1. Your results are only as good as your mail file. Garbage in, garbage out. The best lists are organically grown, opted-in house lists of individuals that wish to receive your messages.
  1. CAN-SPAM regulations govern your email blasts. You should be familiar with the requirements (including an opt-out method, a physical mailing address, and no misleading or deceptive information.)
  1. Unsubscribes are not bad. In fact, you should be grateful for them. Unsubscribes are the polite way of your email recipients letting you know that either your offer is not compelling enough, you are sending it to the wrong people, or both.

If this is not intuitive, consider the alternatives:

A: Your recipient complains and marks your email as spam. With many email providers, this not only prevents them from receiving more emails from you, it hurts your sending reputation which negatively affects future email blasts to other clients. Many times, you will not even know that your email was tagged as spam. Result: You continue to pay to market to someone that does not even know you are still sending them messages.

B: Your recipient deletes or ignores your email. Your email may reach the inbox, but if it is not being read, why bother? Result: You continue to pay to market to someone that does not read your messages. If they become frustrated with the frequency or irrelevancy of your messages, it can lower your brand value.

  1. Good emails are old school. This means that inline styles and tables should be used rather than the CSS web designers prefer today.
    1. Email deliverability is an art, not a science. There are many factors involved in ensuring your emails are delivered to the inbox, and none of the top email service providers are sharing their secret sauce.

Wheeler’s Printing & Copying
Address: 1685 Windsor Ave
Phone: (519) 254-5237

12 Steps to the Perfect Direct Mail Piece

From by Barry Fieg


Benefits of direct mail marketing are legion

The Perfect Direct Mail Piece in Twelve Easy Steps

There are as many theories about direct mail as there are direct mail companies. The main trick is to keep your communications hard hitting and flowing. Here are the twelve steps to a successful direct mail piece.

1. Target your audience carefully. Sales are directly related to how accurately you can identify your most likely customers.

2. Use the “you” word as often as you can. Direct Marketer Bob Serling, in his book Direct Marketing Hotseat, suggests you use “you” four times as often as you use “I”.

3. Send your letter under the “President’s” signature. People prefer to deal with the person in charge. Build and foster your relationship with your customer in all your sales materials.

4. Make a charter offer. People like getting in on the ground floor of an enterprise. Charter offers have strong pulling power.

5. Create a continuity program, like “the Fruit of the Month Club.” You can be sure of sales every month. Start your customers slowly with a trial membership so they can see how the program works without making a large investment.

6. Offer multiple versions of the same product. A “good” — “better” — “best” (or best buy) strategy or a “standard” — “deluxe” — “super deluxe” strategy allows people to make choices. Use these variances instead of a “take this product or leave it” offer.

7. Make your envelope work for you. Put a message on it like “Here’s some inside information.” Words like “free,” “new,” “announcing” and “important dated material” also motivate people to open the envelope.

8. Use reply cards and make the 800 number large. Make it easy for people to order or call for more information.

9. Use odd sized envelopes and experiment with textured papers. They make your mailing piece stand out from the crowd.

10. Test one variable at a time and use the results of the mailing for future mailings. Keep close track on who’s buying from what ad.

11. Remember, the consumer has not actually touched the product. They’re taking your word that the product is good and will be delivered in a timely manner. Offer free help lines and a super-strong guaranty.

12. Create a headline like you might find in a tabloid newspaper. Headlines can make or break a direct mail postcard. So don’t settle for your first attempt. Even professional copywriters rarely hit the mark on the first try.


Direct Mail can be a very efficient way of creating new leads, educating clients, and promoting new products and services. Wheeler’s makes it easy to produce beautiful and effective Direct Mail pieces.

Wheeler’s Printing & Copying
Address: 1685 Windsor Ave
Phone: (519) 254-5237

Mobile Apps, Social Sites Are Key Search Tools For Local Business by LAURIE SULLIVAN

Tablets and smartphones continue to influence local search and consumer buying habits, but social networks, mobile apps and daily deals have become the go-to source for finding information about nearby businesses, according to a new survey. Some 49% of mobile and tablet users use apps for local business searches, and 64% of tablet owners search for local stores on the device at least weekly, with 86% making a purchase from their most recent search. In addition, 61% of smartphone users conduct local searches from the device, according to the Localeze and 15miles Fifth Annual Local Search Usage Study conducted by comScore. Local search has always been fragmented across search engines, but it has become “uber” fragmented because of the many more devices and applications, said David Dague, vice president of marketing at Localeze.

The name, address and phone number — the anchor identity for the business — must be consistent across search engines because they share information. If it’s not consistent, the search engine receiving the information from the other cannot match information and ads, Dague explains. Think of the business listings as an extension of a print and online campaign.

Consistency matters. The study proves that local businesses need to pay more attention to the information in local profiles, not only on search engines and mapping apps, but social networks and sites like Pinterest, Facebook, Google+ and Twitter. In fact, the study reveals a 67% increase in social network local business searches since 2010. About 35% of those who primarily use social networking sites for local search do so daily, while 45% of social local business users submit reviews online for local business, according to observed behavior of 1 million consumers who agreed to have their online searches tracked anonymously in December. Search marketers have continually stressed the importance of updating business profiles on

Google, Bing and Yahoo map programs, along with social sites. Ironically, 61% of online searchers consider local search results more relevant versus 10% for paid-search ads. Fifty-eight percent trust local search results more, vs. 9% for paid ads. The highest percent goes to social networks, with 63% more likely to use the information about the local business when available. When it comes to local businesses connecting with local residents, daily deals appeal to consumers. For coupons offering local products or services, 60% of survey respondents use daily deals, 88% named Groupon and 86% named Living Social as preferred services, and 86% said they have or plan to purchase future deals.


Mobile sites help expand the audience you are able to reach. Looking for help with setting up your business on more of a mobile network? Wheeler’s can help! Contact us today!

Wheeler’s Printing & Copying
Address: 1685 Windsor Ave
Phone: (519) 254-5237

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