Happy Senior Citizens Day: Why Seniors Attend Social Dinner Events

As we salute seniors today for Senior Citizens Day, let's take a look at how financial advisors can help them enjoy their worry-free golden years with 

financial freedom. 

Social dinner events provide seniors - a crucial part of your target audience - with a level of comfort to talk to you about their financial goals and concerns. 

Hear Jorge Villar, our founder and president, share his insight on why seniors respond to this important strategy in your marketing toolkit. 

For more on seminar marketing and much more, 

listen to Jorge's podcasts here. 

Want to hear about a specific marketing topic from Jorge? Tweet him! 

@JorgeVillarRME

Jorge's Thoughts: Great Marketers Use Smart Data

Great marketers rely on accurate data to make smart marketing decisions 

and unlock their relationships with clients. 

It's critical to the success of our marketing to focus on what our clients want and what the the metrics show. In the real estate game, investors are taught to select properties to which the buyers will be drawn. The same goes for marketers. When it comes to strategy, product design and messaging, data guides me to what consumers want and what prompts their response. 

Consider this: a Miami Subway franchise owner noticed his sales lagged on the weekends and spent several months testing different phrases and pricing models to change this. He finally come up with a catchy phrase that made sense to consumers and increased traffic: "Five Dollar Footlong." A movement was quickly born because this franchise owner was tuned in to his sales data. Those three words created attention, generated more sales and drove more visits; a look at this data prompted Subway to adopt the motto for a game-changing national advertising campaign. 

Listen to the data. Pay attention to what makes your clients respond. Give them what they want, how they want it and when they want it. In turn, you're likely to get what you want. 

Tweet me and let's chat about how to use data:

 @JorgeVillarRME

By: Jorge Villar, President and Founder 

#smartdata

Jorge's Thoughts: 3 Simple Ways to Get More Response from Your Emails

Email marketing should be a critical component of your 

overall marketing strategy. 

According to Salesforce/Marketing Cloud, 73% of marketers agree it's core to their business and 74% of them believe email produces marketing ROI.

But email marketing only works when you know how to make it work. How can your next campaign be more effective and get more response?







Check out these 3 simple tips:

1. Include clear, engaging subject lines. 

Newspapers provide us with headlines that not only share succinct details but that also seek to entice us to read further. Your email subject lines should provide that as well. Don't add to the noise and clutter of your prospects' and clients' inboxes; be specific and distinguish yourself.

2. Personalize your message.

I'd venture to guess that 95% of the emails I receive are not personalized beyond my name in the email address. Take the time to acknowledge your recipients, the businesses for which they work, the cities in which they live or even recent news about the cities.

For instance, when I get an email that uses my first name or that mentions RME360, it's likely to grab my attention. Referencing my city (Tampa) or recent sports news such the Tampa Bay Lightning's run at the Stanley Cup further increase that likelihood.

3. Be conversational.

Formal scripted emails are not likely to evoke response from prospects and clients. They simply appear as words on the screen. Your emails should jump off the screen, spark a connection with you targeted audience members and engage with them on relevant topics. It may be difficult to personalize an email blast to several prospects, but using a more informal and less sales-y tone will increase your chances that they read it and then respond to it.

My challenge to you:

Look at each of the emails you receive this week. Count how many of them get your attention in 2-3 seconds. Count how many of them you can tell are mass emails in 4-5 words. How can you use your impressions of those emails to impact your next email campaign?

Tweet me and let's chat about tips to improve email marketing:

 @JorgeVillarRME

By: Jorge Villar, President and Founder 

#smartdataemail

Boomers & Mobile Marketing: Tips to Entice Them to Respond

"Limiting your mobile strategy to younger demographics will 

exclude an increasingly mobile market."

If your target market is boomers, it's critical to acknowledge that they DO respond to mobile marketing and to understand that they WILL interact with it. Check out the tips below to help you improve your mobile marketing efforts for this growing audience. 

1. Create clear content. 
While boomers are using mobile technology, it's a good idea to avoid using it in a way that is uncomfortable, unclear or unfamiliar to them. Combine your content with their interests or with seasonal events to establish a connection with them. Provide valuable and personalized information to entice them to believe in your brand. Target your content carefully though; avoid casting your net too wide, as boomers are not all alike. 

2. Learn how boomers text. 
A texting program can be a meaningful addition to your mobile marketing strategy, but it's important to understand how boomers use text messaging before you launch it. Sure, they use it to communicate with their families, but how do they use it for their personal interests? Do they like receiving reminders? Do they respond to promotional offers? Targeting their needs and your messaging is crucial to ensuring this program succeeds. Again, remember that boomers are not all alike.

3. Give boomers a variety of ways to respond to you. 

Mobile marketing doesn't mean just social media or just email or just text messages; it's a far more thorough approach that - when executed effectively - provides personalized, targeted and valuable information to specific audiences. With that said, it's important to consider not only how to best deliver your mobile messaging but also how boomers may want to respond. Combinations of mobile chat, social media links, email and phone conversations can provide you with powerful avenues to build awareness of your brand, answer questions about your services and convert sales. Limiting your response options may alienate your audience and make it less convenient for them to complete a transaction with you. 

What would you add to this list? Tell us below or tweet us!

@rme360

             By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

"Once Upon A Time...": Why Storytelling Matters in Marketing

Your audience is attracted to stories. 

We all are. We're social creatures and enjoy relating to other people.

We also enjoy relating to and connecting with brands. How does your brand use storytelling in its marketing? We'd love to hear about it in the comments below!

To see a larger version of this infographic, click here. 

Tweet us about your brand's story!

@RME360

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Your Brand Has A Story to Tell: The Value of Storytelling in Your Marketing

Happy Monday! 

We're kicking off a week of social media focus on the value and power of storytelling in your marketing with this infographic.

Your brand has a story to tell, but do you know the optimal times to do so on social media?













What would you add to this infographic? What tools do you use to post on social media? Tell us about your social media experience in the comments below!

How do you tell your brand's story? Tweet us about it:

@RME360

             By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

4 Tips to An Innovative Marketing Runway

"It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.’”

-Anna Wintour, editor-in-chief for Vogue, on innovation and creativity 

Considering today's array of choices in products and services at consumers' fingertips and the ease of comparing them to competitors, the marketing runway is ripe for a messaging style that tells an authentic story and connects with prospects and clients. 

To that end, there are many less than innovative trends, tricks, tools and tactics to avoid. In the fashion world, Wintour would refer to the continued of these as a faux pas. 



Remember: timing is everything, and it's time to retire a few things from your marketing closet. 

1. Say no to spam. 

Your marketing should speak to a specific audience who needs your products and/or services and who will respond to your messaging; it shouldn't be a net you cast out to a broad population as you hope for the best. Use data to identify your target audience and personalize your messaging to connect with them. Segmented emails may cast a smaller net, but the results will be worth it. 

2. Don't write thin content. 

Thin - or shallow - content does not provide value to your audience. Keyword stuffing as a tactic has been far from trendy for quite some time, but it's still present among less savvy content marketing. Invest the time and effort into providing useful and insightful content that your audience will not only want to read but will also want to share. This level of crowd marketing is an excellent way to create buzz about your brand and also increases your rank among search results. 

3. Avoid smoke and mirrors storytelling. 

Your prospects and clients are keenly aware of marketing tactics. They recognize when they're being sold to and when a brand is attempting to connect with them to fulfill a legitimate need. Don't overlook this awareness; avoid using misrepresentations in your messaging that will put off your prospects and clients. 

4. Remember to interact with your audience. 

Don't rely on talking to them through your messaging; instead, talk with them about their needs, their expectations and what you can do to serve and exceed both. 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

4 Marketing Mishaps Your Brand Can Avoid Today

Mistakes. Accidents. Mistakes. Disasters. They happen to the best and the most prepared of us. In marketing, they happen, sometimes quite historically  and sometimes at great expense. 

An effective marketing campaign sparks conversation about your brand and what it offers, so one could argue that Coca-Cola made a genius marketing decision as opposed to a mishap when it shocked audiences with New Coke in 1985. 30 years later we are still enamored with Coca-Cola Classic and thankful for its return. Does that have anything to do with how the company took the old version off the shelves during the 80s Cola War, a move that prompted notable negative response and resulted in a substantial increase in sales? Coca-Cola hasn’t admitted to such a ploy, but many pundits, fans and conspiracy theorists think otherwise.

If you have the next great New vs. Classic Coke strategy up your marketing sleeve, that’s great. But if you don’t, here are 4 marketing mishaps you want to avoid as you plan that strategy:

1.  Lack of research and testing

How do you get to Carnegie Hall? Practice, practice, practice. How do you create a campaign that will speak to your prospects and clients and get them to respond? Testing, testing, testing. Don’t guess as to what your audiences wants from your brand; research their needs and test different offers, prices and packages. Begin your research by asking them; they’ll tell you.

2. Using too many social networks

 Of course your brand is represented on social media. (It is, right?) But there’s being on social media and then there’s being on the right social media. Who is your audience? What platforms do your audience members use?

Research shows that Facebook reigns supreme as the most popular social media and the level of user engagement has increased. That’s great information to have, but what exactly does that mean for your brand? What types of content do the 71% of online adults who use Facebook best respond to and engage with? More importantly, what types of content are your audience members seeking to engage with?

3.  Failing to retain customers

Research shows that 71% of customers have ended their relationship with a company due to poor service and that it companies focus more of their attention on customer acquisition rather than customer retention despite that acquisition costs 7x more. Don’t forget that your current customers have needs; failing to retain them as customer can impact the power of your brand and your bottom line.

4. Failing to use (or optimize) hashtags

There’s a triangular approach I like to keep in mind when it comes to hashtags:

  

Hashtagify.me can help you identify hashtags related to your industry, and RiteTag.com can help you determine if your hashtag is overused. Hashtags are now integrated in multiple social media platforms and have made a comfy home for themselves across pop culture. Using them effectively makes it easier to find you and your content as well as provides your brand with a convenient way to be a part of a variety of conversations. 

Isn't that exactly what your brand wants? 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

20 Email Marketing Tips for Reaching Your Audience

What tips would you add to the list? 

What is it about email campaigns you receive that resonates with you the most? 

How can you improve the way you reach your audience today? 

Tell us in the comments below! 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Big Ideas About Big Data: How Do You Use it?

Seems simple enough? I mean how can two little words mean much more than, right? Wrong. 

Gil Press contributed this piece on 12 different definitions of big data only a few short months ago, and I'm certain more definitions than I can count have developed since then and floated around the offices of IT departments, marketing departments and CEOs. I like the simple and practical perspective provided by Hilary Mason, founder of Fast Forward Labs, on this complex concept: "Big data is just the ability to gather information and query it in such a way that we are able to learn things about the world that were previously inaccessible to us." 

Let's accept Mason's definition and look toward what other thought leaders think about using big data: 

1. "Data really powers everything that we do." – Jeff Weiner, chief executive of LinkedIn

2. "The goal is to turn data into information and information into insight." – Carly Fiorina, former chief executive of Hewlett-Packard 

3. “I keep saying that the sexy job in the next 10 years will be statisticians, and I’m not kidding.” – Hal Varian, chief economist at Google

4. “Hiding within those mounds of data is knowledge that could change the life of a patient or change the world.” – Atul Butte, Stanford

5. “Without big data, you are blind and deaf in the middle of a freeway.” – Geoffrey Moore, management consultant and theorist

6. “I’ve come across several people that are collecting data just to collect because at some point in the future they might be able to get some valuable information out of it. The question is: is it worth doing that? Is it worth keeping that data and for how long? … You can’t just store data forever. It’s not free to do, and it’s a compounding problem.” – Dave McCrory, SVP at Warner Music Group

7. “Data is the new science. Big Data holds the answers.” – Pat Gelsinger, COO of EMC

8. “Not everything that can be counted counts, and not everything that counts can be counted.” – William Bruce Cameron, American humor columnist

9. “If we have data, let’s take a look at data. If all we have are opinions, let’s go with mine.” – Jim Barksdale, former CEO for Netscape 

So what's your definition of big data and how do you use it? Tell us in the comments! 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Make Your Customers Fall In Love Every Day

Oh, Valentine's Day. That doe-eyed darling of a holiday that evokes both swoons and shuns depending on how one feels about love and if one sees the day as mere commercialism. We here at RME360 are Team Swoon and have focused our social media content this week on things businesses love as a tribute to dear ol' Cupid.

Out of the many things we as a business love, our customers have planted the largest flag on our collective heart. As a consumer, don't you love when your favorite business appreciates you? When you feel valued and have no doubt that you'll receive tip-top customer service? Of course you do! We all want to spend our dollars with businesses that go above and beyond to show us that we matter to more than just their bottom lines. 

So how can we make our customers fall in love with us every day of the year? Here are some ideas. 

1. Interact with customers promptly and pleasantly on social media. 

I am Starbucks' #1 brand advocate. Well, at least in my mind I am. Besides my favorite drink there, I adore how the company interacts with its loyal fans. Here's an example: 

Nice, right? A fan felt compelled to not only pass the love for paying it forward but also to tell Starbucks about it. Within an hour (promptly), Starbucks tweeted the customer back their response (pleasantly). The company's Twitter page is full of such conversations as well as conversations with customers who are upset and Starbucks promptly and pleasantly addresses their concerns. 

Now, do I think every business has the social media team, power and presence that Starbucks does? Absolutely not. But it's easy to model your strategy around Starbucks' strategy when your business is ready to maintain a consistent connection with fans via social media. Why not learn from the best, right? 

2. Be there for your customers before, during and after their buying experiences. 

Before:

GE Capital Retail Bank's Major Purchase Shopper Study found that 81% of consumers go online to research products they are interested in before buying them. What does that mean? You need to be digitally present at the stroke of your customer's fingers. A website is a good start, but it isn't enough in 2015. Be consistently present on social media, post various types of content, including videos and images, start a blog, and use display ads as well as remarketing ads. Leave a digital trail for your customers to follow. 

During: 

Put yourself in your customer's shoes. What is excellent customer service to you? How would you want a company to earn your business and possibly a long-term connection with you? What would qualify as going above and beyond? What would inspire you to choose one business over another? Answer these questions and then do those things for your customers. 

After: 

One transaction does not equal a relationship. If you want to build a long-term connection with your customers, provide them with ongoing support. Call to check in with your customers after their purchase, provide online support chat, create multi-channel promotions targeting new customers and/or go old school and send them snail mail like thank you cards, birthday cards, etc. Recognize them as valuable to your business even after the transaction is over and they will remember you when it's time to buy again. 

3. Listen to your customers' suggestions. 

 "Wow, I wish they had..." is a phrase we've all finished with lengthy lists of our suggestions for businesses. Your prospects and customers may have that same phrase in their minds from time and time and may follow up by contacting you about their ideas. Listen to their ideas and implement them when you can. Don't be so in love with the way you do business that you ignore plausible suggestions that will satisfy customers. Starbucks has an additional Twitter profile and a website for the sole purpose of accepting such suggestions. Fans get to vote on ideas they like and get to take part in the discussion of changes with Starbucks leaders. 

4. Shine the spotlight on your customers. 

Has a customer given you an amazing testimonial? Have she said something thought provoking on social media? Does he have a success story that involves your business? Turn the spotlight over to customers with stories like these and give them the fame they deserve. You might highlight them on social media, in your newsletter or in your advertising. This will resonate not only with those customers but also with new prospects who are considering your business for their needs. 

What tips would you add to the list?

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

RME360 Celebrates Our 20th Anniversary

2015 is an exciting milestone for us as we celebrate 20 years of success. 



We will celebrate the past and look forward to 20 more years of bringing our clients face to face with new prospects. 

Stay tuned to our blog and our social media for anniversary promotions and exciting announcements in 2015!

RME360 Facebook

RME360 LinkedIn

RME360 Twitter

Jingle All The Way to Successful Holiday Marketing

Black Friday and Cyber Monday have come and gone, but the holiday shopping season hasn’t shown any sign of slowing down. What does that mean for your business? Hold on to that marketing steering wheel; it’s time to drive those sales home! The end of the year is mere weeks away, so let your holiday marketing wrap up your brand's 2014 with a red shiny bow. 

Need help tying that bow? Check out these tips:

1.     Hark! The user-generated content sings

According to a recent MIT study, the human brain can process and identify images seen for as little as 13 milliseconds. According to our collective common knowledge about people, we love to post photos of ourselves. So why not combine the two for your holiday marketing a la Starbucks style? Take a look at the coffee conglomerate’s cover photos album on Facebook and you’ll find several photos taken by fans a*k*a brand advocates. These photos add a layer of authenticity to Starbucks’ marketing, a layer that prompts fans to feel more connected to the brand. Fans whose photos are used feel valued and appreciate the interaction. Fans who see those photos feel more motivated to follow a brand that pays attention to and interacts with them.

Here’s an example of one of their user-generated cover photos:

And here’s how popular it was:

2.     It came upon the holiday video

Not a Christmas goes by without me thinking of my beloved late brother. And inevitably during the holiday season, I run across the Folgers commercial online when big brother Peter comes home to visit for the holidays and his sweet baby sister bounds down the stairs to see him. The soft sell in this video stands in the shadow of the overarching tone of family and holiday cheer. That cheer is of course celebrated over Folgers coffee; after all, Folgers isn’t selling feelings and big brothers. But what makes that commercial memorable? (I’m 36 years old and still remember it from my childhood.) The sense of family and the opportunity Folgers took to showcase a special sibling bond to create a holiday moment fit for Hallmark.

3.     Deck the local halls

What holiday traditions, events and trends are popular in your market? What makes prospects and clients in your market different than other markets? Recognize how holidays impact your market and who your prospects and clients are; by doing so, you can create messaging personalized just for them so that you increase the likelihood of appeal.

4.     Carol of the call to action

So you’ve created effective holiday messaging via videos, direct mail, social media and/or other preferred marketing outlets, but what have you asked your prospects and clients to do after reading the message? Don’t leave them hanging like ornaments on a Christmas tree; provide them with clear instruction on how to interact with you. Of course you would like for them to call your office, visit your website or stop by to see you, but what other actions can they take that will immediately benefit them? Encourage them to download a piece of targeted content such as a white paper or an ebook. Or direct them to a personalized landing page with more information about their particular need. 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

How to Use Postcards to Generate Leads and Website Traffic

When compared to traditional letter invitations, postcards aren’t the best choice to promote seminars. However, what they can provide is a cost-effective way to generate website traffic and additional leads if done effectively.

Here are a few tips to consider before you start your next direct mail campaign with postcards:  

·        Use the right list: The first and most important step is to find and work with an experienced and credible list broker. Make sure the addresses are up-to-date (no more than 60 days since the last update) and have been run through the National Change of Address (NCOA) system. You will have the choice of renting the list for one-time use or multiple use. If you know your market well (and the zip codes of your market) and you’re going to mail postcards consistently for 6 months or more, you should buy the list for multiple use.

·        Personalize: Be sure to work with a printing company that can personalize the first name of person on the mailing list on every card. This is above and beyond just the address block.

·        Get right to the point:  Postcards get delivered in a format that's ready to read. Take advantage of this by making the biggest benefit you offer the first thing the reader sees. This will make them want to read the rest of your postcard. (Example: “John, are you retired or retiring soon? You have options!”)

·        Sell the right thing: Marketing postcards are most effective when they are used to generate website traffic or interest. (Example: “Call me today for a free retirement planning consultation and receive a copy of my free report.”)

·        Make it easy to respond: Be sure your company phone number and website address are both easy to read and find on the postcard. And, because most people get their mail after they get home from work, you should consider getting an after-hours answering service. People prefer talking to another person – not a machine – so if you’re going to invest in postcard marketing, invest in a live 24-hour phone answering service to capture your leads.

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

3 Digital Marketing Tools for Your Brand's 2015 Toolkit

If you’re an effective marketer, I bet you’ve been thinking about your upcoming digital marketing plan for 2015. And with thoughts of new strategies and trends naturally comes thoughts of tools. What are the latest tools? Which do my competitors have in their toolkits? What changes do I need to make in how I use my tools?

Be it for blogging, content curation, email automation or social media management, the list of available tools can seem infinite and so can the desire to upgrade your current tools of choice. It’s easy to fall under the spell of all things trendy, but what is your foremost concern: using what’s trendy or using what helps you market most effectively?  

Check out these 3 simple ideas for your digital marketing toolkit and consider how they may be able to help you market better:

1.      Unbounce

Marketing itself as a “code-free zone,” this digital marketing tool allows even the most novice marketers to create well-designed landing pages without the help of designers or IT. Unbounce is a simple tool that provides you with drag and drop options among other design options so you can create, publish and test your landing pages. 

Savvy marketers know that higher conversion rates come from landing pages, not company websites. 96% of your website visitors are not ready to make a purchase. Messaging that is more targeted and relevant to the visitor--messaging that you see on landing pages--drives the higher conversion rates. The more landing pages you have, the more opportunities you'll have to generate leads and fill your sales funnel.

 2.      Vsnap

“Vsnap makes customers smile.” This line on Vsnap’s homepage is an honest summary of the tool’s premise. It seeks to establish or reinforce face-to-face connections that are a critical part of business relationships. The tool allows you to record 60 second video messages and send them to clients, prospects or new social media followers via Twitter, LinkedIn or email. You can use a webcam, an iPhone, an Android or a tablet to record your message, and the use of this tool can increase close rates by 34%.  In today’s digital environment, brands must rely on more human, more authentic means of communication if they want to truly connect and engage with their audiences. Remember when you wanted to send a thank you card to a customer for a recent lunch meeting, but you didn’t have any around the office? You could’ve sent a Vsnap. That time you connected with a prospect on Twitter? A Vsnap could’ve solidified that connection better than a simple tweet.  

3.      Hearsay Social

 It’s hard not to hear about a company started by executives from Starbucks and Microsoft. This social media management platform caters to corporate/local brands, clients that have a national presence and local franchises. The web-based software allows the two halves of each client to coordinate their social media posts and presence: the corporate half can monitor local engagement, including detailed analytics and posts that may step outside of corporate or industry guidelines, and the local half has the ability to manage their own social media posts.

If you’re part of a brand that relies heavily on local franchises and you’re looking for a digital marketing tool that allows you to centralize your social media efforts, Hearsay Social may be the newest addition to your toolkit. 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

10 Tips for Dominating Your Next Trade Show

You may be gearing up to attend a trade show to raise awareness of your brand, promote a new product or service and/or to provide your team with professional development opportunities. Whatever your goal(s) may be, trade show marketing is like any other marketing strategy: it's an investment that requires planning and preparation if you expect a positive ROI. 

Here are 10 tips to help you get started: 

1. Use your social media outlets marketing before, during and after the show.  Tweet about your experience using the trade show’s hashtag. Post photos of show activities on your company’s Facebook and LinkedIn; you can also use these for marketing purposes later. Blog about key takeaways, especially if you are a speaker at the show.
2. Choose the right trade show and send the right people. Decide the purpose for attending and then match that purpose with the staff who will maximize the takeaway value.
3. Pay attention to the informal meetings. People who you meet in the hallway, other vendors, and participants at dinner or at the cocktail hour can be the most important folks you’ll meet.
4. Use a bowl to collect business cards as part of a raffle. It’s a great way to collect names, phone numbers and email addresses.
5. Keep detailed lists of who you met and what you discussed. This will help you when you follow up. 
6. Set up meetings and events in advanced. Schedule dinners and/or plan a cocktail reception and invite a handful of potential clients. Make a brief presentation, but create a relaxed environment.
7. Give away technology prizes during your raffle. Such prizes are always popular with attendees, and the raffle can increase your engagement. 
8. Ask about being a speaker/presenter at the event as part of your sponsor package. It’s a great way to brand yourself as an expert in your field and it will provide social media opportunities for you before, during and after the event as well.  
9. Mail and email every name on the attendee list. By sending relevant messaging before and after the show, you can reach top of mind awareness among prospective clients. 
10. Follow up with every lead in a timely manner and with relevant information. A prompt, professional and personalized response can make make your company stand out from the competition who may take days or weeks to respond.

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Summertime and the...

...marketing's easy!

Yes, summer is in full swing. And if you're like many financial professionals, you've throttled back your marketing and lead generation activities - this despite the fact that it's a proven fact that consumers continue to respond to direct marketing campaigns. (See my June 2nd blog post: Debunking the Myth about Summer Seminars).

If you're among the savvy minority of producers who are keeping up their marketing momentum and continuing prospecting efforts throughout the summer months - BRAVO!If, however, you're "taking the summer off" and aren't investing in your marketing, at least take this time to review your marketing results from the first 6 months of 2014. Marketing and prospecting, like investing, is a process and cycle. If you aren't tracking what you're spending your marketing dollars on - and the results of those investments - this is the time to do so. Then, calculate your ROI.

If the ROI on your marketing dollars is 200% or more, you're doing things right and you should use the summer to set in place a marketing plan and strategy to capitalize on your past results. 

If the ROI is less than 200%, something's broken. Identify what's not working and consult with a trusted colleague or marketing professional to help you find out why a specific marketing campaign failed and then put in place a plan to fix it. 

REMEMBER THIS: When it comes to direct mail (be it lead generation, appointment setting or seminar marketing), if consumers aren't responding, they are sending you a clear message: your offer stinks!

There is a myriad of reasons why a campaign fails. Perhaps you promoted a seminar and didn't offer a free meal or held your seminar at a library. What list did you use? Is the list accurate and up-to-date? Did you offer something as an incentive to respond? (Note: a "free consultation" isn't an incentive; a gift card is an incentive!)

If you're not sure what to do, find a person or company with experience in financial services marketing and ask them to review your failed campaigns. If they're worth their salt, they will be able to give you feedback and recommendations that can improve your results.

Bottom line? Use the summer months to develop a marketing plan that will help you finish the year strong. Collect and analyze data from your marketing and use that data to drive your marketing investments. Finally, find a marketing partner to help you with lead generation activities. Focus on what you do best and outsource tasks that take you away from getting face-to-face with motivated and qualified prospects.

Marketing is an investment - treat it like one!

Have a happy and safe summer!