Solving the Difficulties of Your Small Business Marketing

Written by: Josh Wheeler
Project Developer at Wheeler’s

Being in business for over 18 years, Wheeler’s knows its way around the marketing, promoting and advertising business. But, as we change from being just a print shop to developing products and services that solve your small businesses major issues, we’re realizing the solutions we are creating are paying off more than we could imagine.

For example; one new product that we will be introducing at the end of the month is EM (Everything Marketing). Simply put, it is THE solution for small businesses marketing efforts. Large companies have been tracking their customers’ information for years. They pay tens of thousands of dollars to organize, store, and develop new targeted marketing campaigns that use the information recorded about their clientele. But where does that leave your company with a budget much smaller than Walmart’s or Best Buy’s? Wheeler’s sees this as a problem that needs to be fixed!

With EM, and the help of Wheeler’s staff, you can use our software to help track, manage, organize and develop new marketing campaigns that will allow you to judge the success rate yourself.

There are many questions when doing marketing campaigns that you would like answered, but with every question comes another dollar spent on expensive ways of tracking that information. Some of those questions include; was the campaign successful? How do you know? What do you know about the people that have seen your advertising? Do you know what ways are the most effective at reaching them? Wheeler’s EM can help you answer all these questions and more, without the worry of spending thousands of dollars.

Keep in touch with Wheeler’s by liking us on Facebook, following us on Twitter and connecting with us on LinkedIn.

Solving the difficulties of your small business marketing.


Call us Today: 519-254-5237
Email us Today:

What I’d do if I owned a men’s wear store. (A pretend story for all retail businesses)

My name is Frank, and I own FWJ Men’s Store located at 6th and Broadway. We’ve been in business for 11 years now, and I need marketing help.

Year’s ago, I knew that my store had to be different from the existing competition. I should zero in on a niche and strive to become the leading purveyor of that type of men’s wear in town.

Suppose for example, I specialized in unique dressy-casual wear. Shirts, pants, and outer wear that you won’t find at big department stores or discount retailers. My clientele over the years has come to appreciate my smaller store’s selection of exclusive lines of clothing, the personalized service we give, and the fact that as you enter my store, you are greeted by first name.

But, I’ve noticed a number of my regulars haven’t been coming in as often. Whereas Jack came in once a quarter to check out new arrivals, I haven’t seen him lately, and now that I think of it, I don’t know when he was in last because I have no process in place to easily record visits by customer name. I shake my head and realize I should have given Jack a quick phone call just to say hi and tell him some of the new styles that have arrived. I’d send him an email to do just this, but I don’t have his or any customer’s emails on record. In fact I don’t really have any data about Jack or others that I get business from, except first name and home address.


I’d like to:

– start a process to gather more complete information about the Jacks that come in. Data like email address and how they prefer to be communicated to, (by mail, email or other).

– knowing their birthdays would be handy because I want to start sending out birthday cards with special discounts to customers that come in and purchase anytime during their birthday week.

– I want my customers to become advocates for my shop – telling all their family and friends what a super place this is to see and purchase unique men’s clothing.

– it would be nice to know where else in town my clients shop for clothing. Places that may be considered similar to my store, and why my customers shop there, and not with me exclusively.

– it would be nice to even update my data by filling in the last names to those customers that I only know by first name, like Jack, he’s been shopping here for at least 9 years and after all this time I’m now too embarrassed to ask him what his last name is.

– it would be beneficial to re-start business with Jack or George or Sam or any customer I haven’t seen for awhile and keep better track of the frequency of their visits so time doesn’t lapse too long between their visits without some form of communication from me personally that they are missed.

I just don’t know where to begin.

Enter Wheeler’s…. Our Multi Channel Cross Media Marketing tools can help with all this store owner’s goals—and more. After meeting with Frank the store owner, we’ll custom design Integrated Campaigns that will use all or some of the following; personalized websites for the customer to enter information and be told of the latest fashions arriving complete with pictures, email campaigns with or without a direct mail component to announce sales or the arrival of new merchandise, unique and very personalized birthday cards (and any other greeting card themes such as Christmas cards), Social Media Marketing for the store owner may be utilized to develop a BUZZ about FWJ Men’s Store, we can help coordinate videos that can be uploaded to FWJ ‘s very own YouTube Channel and we may suggest establishing opportunities for the customer to share their birthday discounts with family & friends who may not currently shop at the store. Perhaps the customer prefers to get text messages of new arrivals—we can set this up too for the store owner.

Whether it’s a men’s or ladies store, or any other retail type of operation, Wheeler’s can help.

So call us today – PH: (519) 254 – 5237



Personalize, Personalize, Personalize

Personalized URLs Power the Conversation … and, Most Importantly, Pay Off
by Heather Fletcher, contributing writer, Inside Direct Mail

For companies that had their heads in the clouds when it came time to upgrade their computers, Hewlett-Packard, Intel and JDA Software Group thought it was time for some skywriting. The technology firms sent out personalized direct mail pieces that featured a man with his arms spread upward, experiencing an epiphany due to these fluffy words forming above his head: “Joe Smith, The Moment Has Arrived.”

After determining customers’ upgrade schedules, personalized direct mail and e-mail, complete with Personalized URLs, led recipients to personalized landing pages. There, recipients learned all about how hardware from Palo Alto, California-based HP and Santa Clara, California-based Intel would support software from Scottsdale, Arizona-based JDA Software Group. The $50,000 campaign’s yield: a 9.2 percent response rate and $13 million in sales.

Results like these are causing many marketers to consider direct mail-to-landing page campaigns, and some to drill down further and provide Personalized URLs. Marketers say the direct mail captures prospects’ attention, and the landing page holds it by providing more details. Then the personalization, minimally, provides leads and, optimally, creates relationships.

Personalized URL’s were essential for the conversations that started in fall 2007 with prospects who were considering buying $500,000 to $1.5 million software suites. Customers revealed more information about themselves each time they visited their Personalized URL, which allowed HP, Intel and JDA to reciprocate and nurture them throughout the sales cycle so when customers were ready to buy, they bought the software suite the trio was offering.

“Being relevant and consistent is what separates this project from the many projects I have done in the past,” says Daniel Johnson, strategic relationship manager for Intel. “Sending specific [information] to specific people does make a huge difference. … This type of project takes good program management and it is a bit more time-intensive to set up, but the results are worth it.”

Johnson says the campaign took a month to get off the ground, then six to nine months to show results. It reached out to 2,200 people who could view case studies, videos and product information relevant to them based on their job functions — manager, director or finance officer.

With so many advertising channels out there, why not customize these campaigns to specific people? The more you know about your clientele base, the more solutions you can provide your customers. Wheeler’s uses software that allows you to design, manage, create, and organize everything marketing. Contact us today!


PH: (519) 254 – 5237


Partnering Direct Mail For Success

Case Study: Big Dee’s 

by Cindy Kilgore, contributing writer, Inside Direct Mail

Big Dee’s, an online vendor with a catalog of equine and canine items, wanted to launch a monthly mail campaign to generate subsequent purchases from current customers. It decided to use purchase history to shape the VDP message. The program was an acknowledgement and upgrade mailing to customers of the Big Dee Website and catalog who made a purchase within the previous several weeks.

Big Dee’s hadn’t previously used direct mail but decided on a direct mail solution that would both thank customers for recent orders and offer similar merchandise at a discount. Big Dee’s partnered with a direct marketing consultant to develop the business logic for the effort. Guided by data that identified “people who bought this item also bought this,” the consultant used software to match individual purchase histories with a forecast of what else that individual might purchase.

For the test phase, there were 2-3 mailings a month to 900- 1500 customers per mailing. The mailing featured dynamic content based on the buying history of each customer and a database of all SKU’s.

For the rollout, Big Dee’s decided on a simple, oversized postcard for the first cross-sell. Here are the important details:

  • Creative: The front of the postcard featured six products and their prices. The back of the card showed three more products and prices, and offered a discount for placing another order.
  • Use of Promo Code: A promo code on the postcard was required to get the discount—a process that also allowed Big Dee’s to track sales resulting directly from the postcard offer.
  • Name data: The customer’s name was used prominently in the “thank you” on the front of the postcard and to lead off the message on the back.
  • Previous purchase data: The product purchased previously and its price point was used to drive the other featured products, making the upsell attempt more powerful and effective.

RESULTS: After just one mailing, results produced $40,000 in additional sales – an ROI of over 300 percent.

Future of mailing: They are now testing a replenishment mailing. It will be sent to customers who bought a consumable product such as shampoo or vitamins with the front reminding them to refill and the back featuring three related products.

Partnering the power of Direct Mail with the ability to up sell your customers on other products and services that you provide can help produce more results and larger sales from each customer.


Wondering how to do this? Contact Wheeler’s Printing today!

(519) 254 – 5237

What I’d do if I owned a flooring company.

Suppose for a minute, that over the years as a forward thinking owner, I had complete and accurate details of all the flooring installations we have done over the years. This data includes, customer name/address, type of flooring, colour, size, what room installed in and any other observations I made about flooring in other rooms in the customer’s home and the condition those floors were in. I had decided to save this data as an EXCEL file.

The scenario– I want to solicit new business from past customers. I want to be the flooring store of choice for all my clients and be their first thought when they looked at flooring in their home and realized it was time for replacement. After all, it’s too easy for customers to choose another flooring company when it’s been years since I did an installation for them, and haven’t kept in touch.

Here’s what I’d like to do:
– send a tickler postcard to George & Mary – past clients of mine that installed blue berber carpet in their family room 8 years ago. I know from my industry that after 8 years of wear, that berber carpet will be looking tired and in certain high traffic areas be getting a very worn look to it.
– send similar ticklers to other clients like George & Mary that I know might be ready to consider flooring replacement in various rooms of their home.
– send thank you notes or cards to new customers after a recent purchase. And send out targeted relevant offers to these same new customers for replacement of flooring I observed elsewhere and made note of, in their home.
– start a referral program, targeted to existing customers that send me referrals of family or friends that they think might be in the market for new flooring. Loyalty should be rewarded.
– I want all correspondence to be versioned so that I send George & Mary a postcard with pictures of carpeting not tile. I send them a picture of an older couple on the card that they will identify with rather than a picture of a very young couple. I want to use versioning because I know the more relevant the message to George & Mary is, the more likely my message will resonate with them and “catch their eye”
– lastly I want to find out in general the future flooring needs of George & Mary (and all the other Georges & Marys in my database) and time line if they aren’t ready yet to replace that 8 year old blue berber carpeting just yet.
– find some company to do all this for me. All I’ll do is send them the EXCEL data file. I’m much too busy to do this myself, and I do not have the design talent or equipment capability in my flooring shop to do this.


Whether you own a flooring company, or any other company – business to consumer or business to business, our new Multi Channel Cross Media Marketing tools can do all this, and more! We use any or all of the following Channels: Direct Mail, eMail, SMS Texting, QR Codes, Mobile Marketing, PURL Marketing, Social Media Marketing, and others to ensure your message gets through, creating better leads that convert to sales quicker. And we can help you determine where you are wasting valuable advertising dollars.

Call us today to learn more.

Chances are, you don’t know Jack…


But you should. Your future business may depend on his purchases of your products and services. Do you know anything about what Jack likes, what attracts him, what advertising channels he actually pays attention to?

What about Jill? Do you know her career? Do you know her age, her spending habits, or the reason why she shopped at your store but has never returned?

Getting better acquainted with Jack and Jill, and other potential customers can be very expensive, yet knowing more about them can help increase your business drastically. You can also save money on advertising by learning which channels work best at attracting your target market.

For these reasons, Wheeler’s Printing and Copying created TMS (Trackable Marketing Systems). With TMS, you will be able to, with our assistance, find out information on exactly what Jack and Jill prefer when shopping at your store. Plus, TMS is your affordable option to track information on your customers to help create more relevant and targeted advertising campaigns, which can bring you more leads that can convert to sales easier and quicker.


You don’t know Jack or Jill yet, but that’s why Wheelers’ TMS is here to help you learn everything about them. Email us today at to start your TMS program!

What is the difference between Cross-Media and Multi-Channel Marketing?

Often these two terms are used as the same but they are far from it.

For example, Multi-Channel Marketing refers to using multiple channels of marketing for a single marketing campaign. So to advertise a monthly sale coming up, you would use direct mail, brochures, an email blast and social media. Therefor we have used 4 different channels for this marketing campaign. Leading marketers are using between 3-6 channels or touches per marketing campaign to make sure their message is being received. How many channels do you typically use?

Cross-Media Marketing, while using different channels, prompts a user to respond using a different media then they were contacted with. So this could be a direct mail piece or brochure that asks the recipient to respond by logging onto a specific micro-site built for the campaign – or maybe to text a code to receive special offers. Maybe it is a social media post about visiting the brick and mortar storefront to receive a discount at the company’s annual open house.

Now the real magic starts when you combine the two into a marketing campaign. Contact me today and let me show you the true benefit of such a campaign. Getting a 2x-5x improved response and beyond can be a reality.

The Ho-Ho-Holidays

Click picture to enlarge

‘Tis that time of year again when you think about rewarding great clients with some item that shows your appreciation. That monogrammed toilet paper you were thinking of, just doesn’t cut it.

May we recommend a promotional product with your logo “branded” on it?

We have two really complete catalogues available FREE for the asking showing dozens of great ideas. From USB “thumb drives” to tote bags, clocks, pens, calendars, watches – the list goes on and on.

Call our office and ask to speak to Rick, Veronica or Cary and we’ll rush you out one, or both of these catalogues. Because before you know it, the end of the year will be upon us. You can reach us locally at 519-254-5237 or Toll Free at 1-866-223-5287.

Happy Holidays from the Wheeler’s gang!!

More Power – Grrrr!

More power!

As Tim the Tool Man Taylor would say – “more power” and that’s just what DeWalt tools has done. I was meandering through my favorite big box tool store and came across a new 20 volt cordless DeWalt drill.

Click picture to make larger.

Now I like more power just like the next guy, but what really caught my (marketer’s) eye was the QR Codes printed everywhere on the display and on the boxes themselves. Scanning the codes took me to a really well thought out mobile website of new DeWalt tools – not just drills. Complete with user reviews, the mobile site was well designed and easy to navigate.

Click picture to make larger. (Mobile website on my BlackBerry)

The only missing marketing channel DeWalt could/should have included might have been YouTube videos of the new tools in “action”. One negative – the code was almost too dense to be scannable by my Blackberry – whenever possible use a url shortener when generating a QR Codes. The less dense, that is fewer pixels, the greater the likelihood that the code can be scanned by all mobile devices. This value added experience for the shopper began with something printed – in this case the display and packaging.

For more “QR-azy” information, contact our shop and ask for Cary or Rick – Grrrr!

I’ll have a large double-double and a QR code on the side please

Recently Canadian coffee & donut icon, Tim Horton’s, launched a Win Free Coffee for a Year contest. What was required to enter the contest was a simple scan of QR codes printed on in-store signage. Once scanned with a smartphone, the QR code morphed into a multi-page survey of your experience at that particular store with questions like did the clerk smile, were you thanked for your order, was the service quick enough – that tone of questioning. All the pages were nicely formatted to fit on my Blackberry Torch screen until the end of the survey, where, as an option I could enter my name, address, email and phone number for that chance to Win Free Coffee for a Year. This final page that collected my data was not formatted to be easily viewed on my tiny screen without zooming in and scrolling around with clumsy fingers.
Kudos to Tim’s for collecting valuable data to ensure their stores were giving customers a top-drawer experience and for using QR Codes to launch the campaign. In today’s ever more mobile society you have to make the offer/message easily accessible. It’s a shame the last page to their campaign wasn’t given as much thought as the leading pages before it. Didn’t anyone at Tim’s test this out first hand?
If you’d like to learn more about how QR Codes work, their history, and see actual examples of how they can be used to increase your business, log on HERE to  and request our FREE 8 page primer on the subject. Did I mention that it’s FREE?

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