Marketing for Small
By Bob Russotti Entity Marketing Consulting
Good opportunities for successful free or low cost marketing are
all around when we look for them. But a lack of objective measures
of success stops many excellent marketing initiatives. "We used to
do invoice messaging, but we stopped." one company told me. Over the
course of the year they mail 70,000 invoices and in postage alone,
that represents about $20,000. If your invoices are reaching the
desks of decision makers for your product or service, then invoice
messaging can save you postage and direct mail production costs. If
they had advertised on their invoices for five years, they would
have received the benefit of over $100,000 in postage and sent about
Estimating the savings on postage and the number of impressions
you will get are excellent objective measures. But ultimately your
objective is to increase sales or reduce inventory or introduce new
products and services. So write out a reasonable objective and
determine how to measure the effectiveness of your efforts. You can
measure traffic to your website before and after the notice, or
measure inventory reduction or sales leads generated or dollar sales
For example, "run notices on 10,000 invoices by end of quarter,
generate 100 inquiries and 10 sales of new improved widgets."
So what kind of messages can be placed on an invoice that
stimulate sales? Space is limited. So one possibility is to consider
something that draws them to your website for more information,
"special pricing on widgets, see http://www.entityinc.com/".
Another possibility is, "mention code IN500 for 10% off on widgets
until December 31, 2001."
Entity is a marketing consulting company providing expert advice to
firms launching new products, entering new markets or building
visibility. For more information about Entity see http://www.entityinc.com/.
Entity is headquartered in Long Island, New York and develops
marketing plans, corporate communications programs and marketing
campaigns encompassing advertising, direct mail, telemarketing,
seminars, collateral, website and publicity.