Why have a website?

With online sales increasing rapidly it is imperative for your business to have a website.

When customers gather information to make a buying decision, a website must be.

  • User friendly on all devices,
  • Content manageable by you,
  • Aware and natural to what the customer is experiencing,

Websites are an important tool to accelerate your business profile, profit and availability. Websites are changing how we conduct business, make sales and communicate with the customer. The future for websites is infinite. So use them as a tool to your sales process which is why it is important to have a content manageable website in your own business control.

You need to allow for growth and change as the web changes. Don’t get caught with proprietary website code unable to quickly change. Realize the website layout will change as your business needs dictate but the content will always be focused on your business. Some of the key focuses for the year ahead include wearable technology, responsive web design, natural user interfaces and a hot topic going forward, mobile security and protecting consumer data.

Around 90 per cent of New Zealanders are expected to own a smartphone by 2018 and over half are already currently using mobile internet from their devices.

Build your networks – And Grow!

Networks – ‘networking’ is a great way to help your business grow.

And talking to others is stimulating and fun and can lead to new customers, successful business
partnerships as well as life-long friendships.

Turn up

You don’t need to go to everything, but do try to go to events that you think will interest you, help your business, or provide you with opportunities to meet like-minded business owners or potential customers.

Have a goal

When you attend an event, aim to make two to three new, but good, connections. Swap business cards and follow up for a one-to-one meeting later. Remember, you don’t have to meet the entire room and the number of cards you give out is not a sign of a successful evening. It’s quality not quantity that counts.

Be prepared

Think about what you want, and don’t want, to say about your business and make sure you have plenty of business cards with you.

Relax and be confident

Don’t be shy about talking about yourself or your business, it’s likely everyone there will be in the same situation and people with be genuinely interested in what you do.

Listen to others

Ask questions and get to know the person you are talking to, they may have some good connections or be able to offer you help and advice but you won’t know until you delve a bit.

Stay in touch

Keep a file of the contacts you meet, with details of where and when you met. If you meet lots of new people, this may help you remember who is who. Make sure you contact them regularly to ‘touch base’, tell them about your business and hear what they have to say about theirs.

Here are some websites that run networking sessions and days, they all help and are here for your business:

Customer connections, a direct mail overview.

Use Direct Mail to drive customer communication.

Direct Mail is personal. lt’s targeted.

People like it as long as it is relevant to them. It’s cost effective. It works. And it doesn’t have to be complicated. Plus, it puts you in control of driving your customer relationships forward – steering them in the direction you want them to go.

USE DIRECT MAIL TO:

  • Build relationships – regular newsletters are a great way of doing this.
  • Maintain relationships – with bounce-back offers and discount vouchers.
  • Send seasonal and special occasion messages.
  • Check customer satisfaction and gain feed back with questionnaires.
  • Update your address files – make it easy for customers to do this for their convenience.
  • Send information about your new products.
  • Say ‘thank you’.

STEP 1 – Getting started

Simple and easy, when considering how to tell customers about a – new store (for example), direct maiI presents itself as an obvious communication channel. You already have existing knowledge of customers from your successful current outlet – an advantage is you understand those customers who visit your store. The quest for you is how to communicate effectively to this group. Maybe your a premium brand with distinctive types of customers and prefer to ‘talk’ to them directly, one-on-one. Direct mail allows us to do this.

STEP 2 – Targeting the right customers

Having chosen direct mail as a preferred communication channel, then analyzed the data you already held about existing clients. Say it showed that key markets are the international visitor market and the corporate and local markets – predominantly made up of affluent females, aged 35+. This would be the initial focus marketing on the local market – women aged over 35, living in the mid to high socioeconomic areas of your new store. You just need to find out who they are and where they live various database exist that will allow you to send or make contact to your audience.

STEP 3 – Creating the right message

This one is nice and simple. As you now know who the customer is and where they are tailor a message to suit, maybe an offer to bring them to your new store.

STEP 4 – Keeping the communication cycle going

Once you have sent out the direct mail piece, telling targeted, potential customers about your new store, then plan to follow up with regular communications. Targeting customers with direct mail will help you get to know them, build relationships with them and anticipate their needs and wants. Similarity, use direct mail to tell customers about new products, particularly if your customer, has other possible customers who is looking for something ‘extra’ special you know certain customers will like. See keeping in touch with your customers as part of giving great customer service.

  • The New Zealand Lifestyle Survey – updated annuity, this provides detailed nationwide insights on lifestyle and purchasing behavior from over 200,000 households over 400,000 individuals, to help you effectively target potential customers.
  • Mailchimp is a great online tool for talking with online customers, it’s free and very easy to use.
  • Mailbase from NZ post – an easy-to-use, online tool that lets you create and send your own direct mail campaign, all from your desktop. Or DM One – one-place, one-price direct mail package gives you data, stock, print, mailhouse, postage and lodgement costs up front so you can easily work out your campaign budget.

Call for Direct Mail products Flying Lizard can help with. Ask for Dayne Smith 0064 21 323 244.

Marketing tools for any business

A standard marketing strategy you can begin with.

It’s time to convince your customers that your products are necessities. Keep it very simple, don’t make it hard for yourself. But what ever you do, make sure your customers understand what you have to offer.

Use a common theme and base your words and images at your target customer, make sure there is consistency, for example in all printed material connected to your business should be clear and readable, the main bits of communication are right there ready for the customer. This way your customers will not be confused when they receive something from your company.

The simple collateral for a business needs are suggested as:

  • Website  – for business promotion and online product or service offering;
  • Office stationery – letterheads, compliments slips, follow-on sheets;
  • Email and inhouse software templates   – to identify you when digital communication tools are used;
  • Address labels – to be put on envelopes and files in the office;
  • Presentation folders – with general information and contact details about your company;
  • Business cards – to hand out to potential and current customers;
  • Business and or vehicle signage/graphics – brand your self anywhere.

Create an awareness to your customers in different ways, all of us are customers to someone, and we need to know what we are after well before purchasing happens – this could be done in several different ways.

Direct mail/Newsletters as web and print

It is a simple tool, dont make it to big, who wants to read a novel when a simple one page can give your customer all they need. Make sure you tell them where to get further information ie. direct them to your website. Inform your customer of potential updates. Some articles for the newsletter would be updates about your company, resources and information on what you are offering today.

Have information and updates about the application of skills and services of team members e.g. about developments and links to websites containing information about current events and information about these skills services to back up your information.

Emailed or snail mailed to your customer database, the newsletter is a very good way of updating people connected to your company one way or the other.

Information packages

To get in touch with people who have had no prior contact to your business it is very important that a promotional package is put together to create – among many things, the future direction of your company.

These packages should contain information about the following:

  • Company Fact Sheet;
  • Product or Service Fact Sheet/s;
  • Team brief with a picture of each team member;
  • Previous work/projects;
  • A copy of the latest newsletter;
  • Feasibilities;
  • Strategic planning.

This package should be available as print and on your business website. Just make sure it is searchable copy. So words on a web page not graphic images of words for the search engine bots (ranking bots) ie google. This allows maximum exposure to new, potential clients and gives them complete information about your business, who you are and what you do.

Articles

In addition to the above it would be recommended that articles about your business be placed in different relevant magazines that your clients are reading.
This could be national newspapers, magazines or blogs. Besides this, advertisements could also be placed in the same magazines and newspapers in order to create attention towards your business.

Articles and advertisements should be placed three to four times a year.

Social Networking and Promotional activities

As part of your business marketing, a social networking strategy should be used. Even a simple process of monthly information to customers can be social, it will keep you in front of customers and will help create that important word of mouth marketing need. Also, printed material is still very important. Your business should do some promotional activities and use all communications available to inform your customers.

This could for example be:

  • A seminar targeting a key point of your industry.
  • A function could be done in connection to one specific project, and could also be put together with other companies relevant to this job.
  • Sponsorship of key events that would develop brand recognition.

We recommend they are done at least once a quarter.

Often we are asked – What is above or below the line advertising?

Above the line (ATL), Below the line (BTL), and Through the Line (TTL), in organizational business and marketing communications, are advertising techniques.
In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. This link to Wiki further expands on this topic – CLICK HERE TO REVIEW

What next?

We have created an outline document of this information to better give you reference of these key points to think about and a checklist for you to compile required branded marketing tools – download

Marketing Communications Planner

 

Marketing Ideas.

Some marketing ideas you could try.

Regular advertising.

  • Metro newspapers,
  • Business and Finance Sector – weekly newspapers,
  • Investment magazines,
  • Third party real estate magazines (glossy long shelf life mags),
  • High quality lifestyle magazines e.g. Cuisine,
  • Off shore advertising to overseas investors e.g. USA/Australia/UK,
  • Sponsorship as a marketing method.

Public Relations.

  • Regular media releases to build wine story and personalities,
  • Communicate achievements/key highlights,
  • Update on sales/planning issues,
  • Counteract any perceived negative impact from Project Aqua,
  • To include media releases to newspaper/radio,
  • Local radio interviews to keep local community informed.

Website.

  • Regular updates on sales,
  • Repeat paid advertising information and PR material to reinforce,
  • Include video footage on website.

Sales Material.

  • Upgrade brochure content, look and feel to a more high quality product to accurately reflect the prestige associated with investment, tell ‘the wine story’.

Billboards.

  • Emotive Billboards.

Direct Mail.

  • Direct mail previous enquiries with updated information packs.

Promotional Video for overseas investors.

Get some answers – call Dayne to ask further questions. Phone 021 323 244.
Or, email Dayne from our contact page using our simple contact form.

SEO Search Engine Optimisation techniques.

To get your website content search engine friendly SEO, or ‘found’.

There is no secrets or magical voodoo to this process. All you need to do is think how you would research and write reports or construct projects.

You would use a library!

And, then following a simple set of referenced way points or keys you would find everything you need.

These way points are:

  1. Index of known titles;
  2. Index of content;
  3. Title of a content item;
  4. Referenced sub title of item;
  5. First paragraph with what you would expect to find in the content;
  6. Captions to visuals and diagrams explaining the content;
  7. Italicised words quoting further content;
  8. Bolded words to highlight key content.

These are what Google use to list allow helpful finding of millions and millions of paged content. We have not gone and made anything new. We have built on known ways of filing content so we can find it reasonably fast.

So, good SEO practice starts when you add content to your website. It cant really be added afterwards as it is key to finding your content in the beginning.

All businesses offering SEO services are doing just this, applying way finding points or keys to allow a web user to type into a Google or any other search engine ‘search field’ a word or sentence about what they are trying to find on the web.

SEO is just a job, and has to be done. If you do it as you go then one job less to worry about!

Follow these points to SEO your content as you go.

  1. Choose a key word/phrase for the content on the page.
  2. You have to optimize your keyword and make sure that it has a nice keyword density of 3-5% in your article with relevant LSI (Latent Semantic Indexing).
  3. Make sure the key word/phrase appears in the page title, the url, the page main title, the sub title and in the first paragraph and in the last sentence of the page.
  4. Name and caption at least the first graphic used with the key word/phrase.
  5. Use all three Heading styles/tags in your posts. Heading 1 (or Main title), Heading 2 (or Sub Title), Heading 3 (or Sub Title level 3)
  6. You should have relevant usage of Bold and italics of your keyword.
  7. There should be at least one internal link to an alternate page on your website.

All to hard. Flying Lizard have the skills to help you and get this work done.

Call us.

Phone: 0064 21 323 244

Email: design.solutions@flyinglizard.co.nz

Bad brand, good brand?

What, Exactly, Is a Brand?

Lets cut to the chase definition of the word brand. Rather than the often bewildering and verbose definitions offered by trendy ad agencies and PR firms, the answer is much simpler, and essential to grasp.

The following is an article I keep referring back to at every stage of my profession – it means everything when trying to work out how to make a business ‘aware to the customer’. Apologies to the original writer for no acknowledgement, I literally found a page on the road one day at have kept it ever since. Regards Dayne Smith.

Your brand is your promise. How you keep it means everything.

Too often people get snookered into buying a “branding” service that is nothing more than advertising. And, the two things aren’t the same. Advertising can reinforce your brand, but it can’t create it and it most definitely isn’t the brand itself. Examples of hugely successful companies that established a brand without any advertising – Starbucks, Google, Amazon.

Brand strategy is the intelligence of being effective in the crafting of a compelling, engaging, and unforgettable brand promise.

Effective branding measures up to each of the following:

  • Achieve separation from competitors
  • Demonstrate to the world you are different
  • Reinforce your uniqueness
  • Create positive and lasting engagement with your audience
  • Be unforgettable
  • Propel itself through the world on its own, becoming a no-cost, self-sustaining public relations vehicle
  • Provide a deep well of associated imagery, and
  • Rise above the goods and services you provide.

When a brand achieves each of these measures, an organization demonstrates their understanding of the power of branding.

The more a brand relies upon an adulatory message – We Are Better, We Offer More, We Cost Less, We Make A Difference – the higher the advertising expense.

Adulatory claims are an advertising strategy.

Anyone can make an adulatory claim. And, anyone can top the last one.

Adulatory claims require a constant and expensive media presence. Which may be okay if an organization has the annual advertising budget of a Fortune 500.

Adulatory claims, and cousin the cheerleader message, gain credibility among those on the inside responsible for the brand – executives, members of the Board, administration, brand managers, other organizational leaders. They feel great about cheerleader messaging in their advertising because the message is so darn POSITIVE. But each of these insiders is already convinced – they are paid to pay attention – while the consumer they wish to influence is not. Instead, the consumer has to pay, literally, when they pay attention – they pay with their time and mental effort, neither of which consumers are likely to invest when a brand shouts in self flattery.

Cheerleader advertising claims have equal application to ANY brand – Get More from T-Mobile, the Leap Ahead campaign of Intel, or any late night TV advertising for a car dealership – which is why they are so numbingly unmemorable, and irrelevant.

Branding is demonstrating, advertising is explaining. What you fail to demonstrate, you are left to explain.

The most effective brands demonstrate their value, knowledge and understanding of consumer wants and needs rather than explaining themselves.

Brand strategy demonstrates consumer relevancy in contrast to, for example, adulatory advertising explanations.

Branding engages your customer to lean forward and pursue you. Advertising pleads with and chases after customers.

Branding is a seduction. Advertising is a television spot bleating Get More.

Creation of a brand to which your audience is drawn rather than chased is of material dollar impact to any organization.

Brand strategy decreases and eliminates advertising expense. Advertising strategy institutionalizes long-term advertising spends into the P&L.

Brand strategy works even when the brand is not advertising.

Branding. Smarter than Advertising.

Database tidy up tips – to help sales.

Here are 5 tips to help clean up and manage your customer database.

1. Put one person in charge

One – and only one person should be in charge of your database. They should have ultimate accountability and be responsible for new data gathering and entry, data cleansing and adhering to a regular maintenance schedule.

It’s also important that they wear a Marketing hat as opposed to an IT hat when considering the database. Instead of seeing your database only in terms of its columns and rows, they should see it is a powerful business information goldmine and constantly consider new data fields to add, new segmentation tiers and new customer acquisition opportunities.

While one person is responsible for your database, everyone in your company should contribute to it. Ensure all sales people know your database building objectives – let them know what information to gather from all prospective customers. If you’re trying to learn customer trends or enhance the information your database holds, have your administration staff help by asking questions each time a customer calls.

2. Spring cleaning makes sense throughout the year

It’s always a good time to look at your data fields so you’re gathering information that will make your next marketing campaign more effective than your last. Here’s a list of the basic fields you’ll want to include or add to your database:

  • Title (Mr/Mrs/Miss/Ms) – Adding a title to a name lets you create professional communications and ensures you know the gender of each customer.
  • First Name – Separate this field from Last Name for ease of data cleansing and so you can write personal salutations in your email or direct mail campaigns.
  • Last Name
  • Business Name – include this field if you’re in a business-to-business industry.
  • Position – By knowing who you’re talking to within each company, you can tailor your communications accordingly.
  • Mailing Address and/or Postal Address – Depending on what’s relevant to your business and your communication plans.
  • Daytime Phone Number, Evening Phone Number – Again, you’ll want to include these fields if they’re relevant.
  • Mobile Phone Number – If you include a Daytime Phone Number field, there’s a good chance customers will give you their cell phone number. If you want to be more specific, you can ask for Work Number, Home Number and Mobile Phone Number.
  • Email Address – It’s important to collect email addresses if you want to send quick messages or send email newsletters.
  • Social network address – If you want to send communications out quickly and your business is centered on this medium, social networks can be a useful tool to consider.

You should also create a unique identifier for every person on your database by giving them a unique code or number. When you include this code on your outgoing emails, direct mail or social communications, you can easily track responses and guarantee you don’t run into trouble with people who have the same name.

If you have fields in your database that you never use, get rid of them! And set a definite schedule for cleaning out duplicate records. If you find that you have different addresses for the same name, give the customer a quick call to confirm their details – they’ll appreciate your effort.

3. Getting more value from your database and your customers

In addition to the required data fields above, you can ask for extra information that will help you segment customers into high/medium/low value tiers, provide you with free research and let you better personalize marketing campaigns.

  • Birthday – If you obtain customer birth dates, you can send birthday cards or special offers – especially effective if your customers are parents and their children.
  • Where Did You Hear About Us? – Ask this question and you’ll find out which of your advertising channels is working best for you.

Keep an eye on your customers’ addresses to see where they live or work – you might be able to tailor your advertising with more personal messages and offers.

If you obtain customer titles you can create campaigns skewed toward each gender. And if you track purchase or visit history (either in-store or online), you can send anniversary notes or reminders to encourage customers to visit or purchase again.

You’ll want to record the date you entered each customer in your database for longevity and loyalty purposes. You’ll also want to keep track of the dates you communicate with each customer so you don’t overdo it.

Please see point 5 below for a reminder about collecting customer information and privacy issues.

4. Go directly to the source once a year

The best way to confirm or establish customer information is obviously to get it from the customers themselves. Once a year, send out a mass email or direct mail piece asking customers to correct their details and/or provide you with more information. It’s a good opportunity to remind them about your services. You can offer an incentive for their time or use the communication as a tell-a-friend tool to build your database further.

5. Always get permission

It is suggested – you need to obtain customers’ permission to communicate with them – whether it’s by email, direct mail, phone or social networks. New Zealand privacy laws require you to advise customers of how you’re going to use their information and you need to provide a mechanism for them to easily access and correct those details. If it’s been a long time since you’ve been in touch, it’s a good idea to include a reminder stating that they have indeed given you permission to talk with them. You have a duty to protect your database with your customers’ private information from any unauthorized access of disclosure.

If a customer doesn’t want you to communicate with them any longer, flag your database immediately – you don’t want irate emails or phone calls from disgruntled customers who think you don’t listen to them.

For a refresher on the Privacy Act, see http://privacy.org.nz/the-privacy-act-and-codes/ web site.

You can essentially look at your marketing database as part of your marketing team. It contains a wealth of intelligence. Listen to it, examine it and you could very well find that it reveals contact strategies you hadn’t thought of or recommends changes to your marketing plan that you hadn’t considered. By keeping your database tidy and up to-date, you could be pleasantly surprised by what it offers in return.

So, you want to build your database. Flying Lizard can answer any questions you may have which will help with your business sales would you be interested in learning more about the various services Flying Lizard can work on?

If you wish, you can email us design.solutions@flyinglizard.co.nz or call +64 21 323 244 to ask a question, there is no obligation and Flying Lizard would like to think we could then help with other practical business communication needs your business has so it can sell to your customers. See our services for.

This information is good practice, other sources explain the same principals – we hope you can develop your business methods with our help.

Product Packaging designs.

To show case our creative ideas for packaging…

Here are some packaging designs for products, providing you an opportunity to get an insight on professional designs that work with your marketing budget. In addition to the exceptional quality, you can be assured that the design work done on your product packaging is by a qualified graphic designer in the Flying Lizard team – Fast turn around. Different concept ideas. Quality artwork. Co-ordination with your printers.

Click on a project for a description and/or a testimonial, or to see more of our packaging solutions by clicking on a product.

sublime-wine-bottle stewarts_coffee_package springfresh_750ml_sports_dew pcl-feeds-up-bags packaging rainbow_confectionery_big_fish mainland-poultry-petites innovex-rainbow-value innovex-rainbow-easter innovex-rainbow-christmas blitz_juice_bottles blis-technologies-throat-guard-packaging