3 Double-Duty Marketing Pieces to Update Today

by : 

Megy Karydes

July 20, 2015
Marketing Mondays - 3 Double-Duty Marketing Pieces

New Year's Day is a day many people set aside for making annual goals, but the middle of the year is also a good time to take stock of a lot of things. How did you do the first half of the year? What marketing tactics did you use and how did they perform? Are your marketing materials up-to-date as you head into the crucial fourth quarter?

Marketing can't be done in a vacuum or without forethought, just like buying or selling. Putting together a plan isn't just a mindless exercise; it should be part of a robust business strategy that is executed daily for the most impact. Your marketing materials are the one thing you can create in advance that will work hard for you throughout the year. Take the time now to review whether they need to be refreshed.

Here are three DOUBLE DUTY marketing pieces you can develop or update today:

Inspiring postcards (with your business name on them, of course)

People love to feel inspired—whether to make a delicious meal or a beautiful piece of art or even to decorate their living room. No wonder inspirational quotes do so well on everything from home accessories to Facebook posts.

Harness that love by making your own postcard with something inspiring. It could be nature scene with a quote on it (preferably a nature scene near your business) or just one of your favorite quotes in a memorable font with an elegant backdrop. The idea is to match the quote with something memorable to your business.

If you sell kitchen accessories, consider a gorgeous place setting (bonus points if you sell the setting or any of the accessories on the table!) with a quote about dining with friends and family will work. Or a recipe! If you sell books, how about a quote from one of your bestsellers with a background of a gorgeous bookcase filled with books?

The flip side of the postcard should be empty except for the tiny description detailing your business name and info. For example, you could add something like "Megy's Gift Shop is located in the historic town of Megyville. MegysGiftShop.com" on the top left-hand corner. That's it. The right-hand corner should have the stamp outline to indicate this postcard is ready to be sent out to someone. You can also make a point to mention this detail when you give someone the postcard at checkout (or whenever you're passing them out, such as at an event).

I've sent out postcards and used them as bookmarks. Some grace my office board because they're so pretty and, well, inspirational! Every time I look at one, I remember where it came from and sometimes it even reminds me that I need a gift and I return to the store to buy one. Don't dismiss this hard-working marketing collateral.

Memorable business cards

Your business card is another hard-working marketing piece that takes precious little space but can pack a lot of punch. Ditch the boring card designs and opt for a really bold card with rotating information. For example, have one card that lists just your Instagram account name, another with your Facebook page, etc.

All of them, however, should have your main website address, which hopefully already lists your address, phone number, and social media links. Drop your business card or postcard into every package you ship and every item you place into a bag, or simply give it to people as appropriate. I've been given business cards as I was leaving a store when I haven't purchased anything.

The idea here is we're trying to develop relationships and remind people we exist and appreciate their business. Even if I didn't buy something today, I may need something tomorrow. The simple gesture of being given something as I leave is yet another touchpoint for that business and an opportunity to make a connection with a potential customer. It's a lot easier to get me to return when I already have an idea of what's in your shop than attracting someone who's never been in.

Sales receipts (including e-mail versions)

An often-missed marketing opportunity is your receipt, even if it's emailed.

Customizing your receipt is a nice, easy, and FREE way to market something coming up or to encourage your customers to engage with you via social media. Similar to your business card, change it up every week or every month. If you're expecting some stellar new merchandise in the coming weeks, promote it on the receipt.

Have a major event planned? Add it to the receipt. Want people to know you're active on Facebook, Instagram, or Pinterest? Add your account names and encourage them to follow you. Not everyone checks their receipt but some do—why not use that real estate?

Long-term benefits

Most of us focus on marketing our businesses on a daily basis—as we should—but there are some very simple things we can do on semi-regular basis that have the power to have long-term marketing benefits. What other seemingly innocuous things do you develop throughout the year with your name on it that could work harder for you throughout the year?

Megy Karydes is principal of Karydes Consulting, a boutique marketing and communications firm and freelance writer who often covers retail for various magazines. She likes her calendars, whether digital or on paper, and has her editorial calendar pinned to her board in her office to remind her what day it is! Find her on Twitter at @megy.