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CSR training

How To Train My Employees Better?

By Business Planning, CSR, Training

We’ve all heard the old saying, “You only get one chance to make a good first impression.” Duffy Marketing has learned that in the business world, making a good first impression often comes down to training of all sorts.

  • Technical training for HVAC technicians and all other skilled trades employees.
  • Communication skills so those technicians can relate to clients who are often skeptical about the services you are offering.
  • CSR training for your customer service representatives who have to adapt to a wide variety of phone calls and provide excellent customer service.

The good thing is training methods come in all shapes and sizes. This allows every company, department, and team to choose the best training methods for their needs. Duffy offers many different types of training as part of our marketing services. Let’s take a closer look at some training methods available today.

Classroom-Based Sessions

These are usually led by a qualified facilitator supplied by Duffy. This learning takes place over one or more days. Classroom training means a group of employees can soak up large amounts of knowledge at the same time. However, this type of training can be disruptive because it affects work schedules, and some employees are difficult to motivate in a classroom setting.

Interactive Training

This can be a very effective training method because employees are actively involved in their own learning experience. This can take the form of simulations, real-world scenarios, role playing, quizzes, and games. The “students” are not only more engaged but more likely to retain what they’ve learned.

On-the-Job Training

This is one of the most effective training methods. It’s a little bit like being thrown in the deep end of the swimming pool. Employees are forced to learn quickly because they participate in real activities. In our experience this can be one of the most effective methods for CSR training. Just be aware that on-the-job training can be a little too stressful for some employees and it is also time-consuming.

Online Training

This has become a widely recognized method for effective employee training. Online training can include eLearning courses, webinars, and videos. The variety of training means employees can learn according to their individual style and needs. Online instruction also allows for training without disruption because employees can complete the process whenever they have time.

Let’s Train Together

Don’t forget where we started: You need your business and employees to make that good first impression. Duffy Marketing can help you explore all training methods and together determine which is best for you to reach that goal. Be sure to like and follow us on Facebook and Twitter to learn more about the many marketing services we offer.

March 23, 2021
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email marketing

The Difference Between Email Marketing & Direct Mail

By Digital Marketing, Direct Mail, Marketing Plan

“In this corner we have the old favorite, the long-time heavyweight champion of marketing…Direct Mail.”

“And in this corner, we have the upstart challenger, numbering billions and billions of sent messages every day…Email marketing.”

I hope you don’t mind this little bit of humor, but it’s a good way for Duffy Marketing to point out what is a typical mistake: Too many businesses treat their marketing campaigns as a prize fight pitting direct mail against email marketing. Instead, the goal should be to make them work together as part of an overall menu of marketing services.

Two Branches on the Same Tree

So why is it that using direct mail marketing in tandem with email marketing is so often overlooked? Duffy finds it’s because email marketing is often seen as the modern equivalent of direct mail. Many businesses end up thinking that using both channels in the same campaign is redundant. That’s wrong because you are dealing with two distinctly different mediums.

It’s About the Response Rate

Most marketing experts agree that using multiple channels will always out-perform a single channel campaign. Duffy Marketing has helped deliver many thousands of direct mail pieces. The response rate is virtually always higher when it’s combined with email. 

Always Factor in ROI

When considered in a vacuum the response rate for direct mail is much higher than for email marketing, but those raw numbers don’t tell the whole story. A mail campaign is much more expensive so the return on investment (ROI) is often higher for email marketing. That’s why it makes sense to have the campaigns complement each other. 

Real-World Example

Let’s say the Widget company sends out a piece of direct mail that arrives on Monday. Some number of recipients will read it immediately, and maybe act immediately. Others will put it aside with the intention of reading it later. Of that number, some will indeed read the mailer a day or two later, but others will forget about it entirely. That doesn’t mean they are not interested in Widgets; it just means they forgot about it. So, why not hit those same people with an email on Wednesday or Thursday reminding them about the direct mail offer? You can make it even more convenient by inserting a link to a landing page devoted to the special Widget offer.

Demographics Are Also a Factor

You need to know who’s on the receiving end of your offer. Research shows older generations are more in tune with direct mail because they grew up with it. It’s likely younger people will be in that group that delays reading or forgets about the piece of mail they received Monday. But they are extremely comfortable with that email reminder a few days later.

Learn More About Marketing Synergy

Duffy Marketing is here to help you design multi-channel marketing campaigns for your business. Why limit yourself to one or the other when direct mail and email marketing can work together so well? Be sure to like and follow us on Facebook and Twitter to learn more about the many marketing services we offer.

March 19, 2021
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social media marketing

Should I Outsource My Social Media Marketing?

By blog, Digital Marketing, Marketing Plan, Social Media

It’s pretty much a given that every business needs to have a social media marketing presence. If you don’t, you are missing out on a huge resource. Unfortunately, what Duffy Marketing often finds is a social media marketing campaign that has little focus and often receives little attention in the midst of day-to-day business demands.

Consider Hiring the Pros

In those situations, the best choice may be to outsource your social media marketing. It’s one of the many marketing services Duffy specializes in. In order to make a good decision, start by answering some questions:

How much time can I devote to managing social media?

For most business owners/managers the simple answer is not enough. Social media is about more than scheduling posts. It also includes:

  • Tracking your brand mentions
  • Monitoring social conversations
  • Trying new ways to grow your followers
  • Responding immediately to any inquiries.

And remember, all of this needs to happen 24/7. You can’t just set aside one or two hours a week. It requires constant attention spread over the entire week.

Can you be a social butterfly?

There is an art to being “social” on social media. It takes energy and creativity. Be honest with yourself, and if you don’t have those traits then outsource your social media marketing content. You might also consider using a professional company to compliment your content. This combined effort can make a social strategy come to life and be successful. 

Is your brand established?

Your social media voice must support and complement what your brand is. This sounds easy but it’s not. By outsourcing to a professional you can work together to find:

  • What words to use
  • What words to avoid
  • When to be funny or sarcastic
  • When to be serious
  • Calls to action

Do I already have, or do I need content?

If there is no clear answer to this question you may want to consider outsourcing your social media content. Content can include:

  • The backstory of your business
  • How and why you operate it
  • Determining the ideal customer

Let’s “Up” Your Social Media Game

Working with Duffy Marketing we can help you answer those questions and many more. It will help you determine if adding a resource or completely outsourcing your social media marketing is the best choice for you. Be sure to like and follow us on Facebook and Twitter to learn more about the many marketing services we offer.

March 9, 2021
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market research

Is Market Research Useful For A Small Business?

By blog, Business Planning, Database Management, Marketing Plan

Our belief at Duffy Marketing is that no business is too small to enjoy the benefits of market research as part of business planning. Research reveals information about branding, product differentiation, pricing levels, and much more. It’s why research is just a big part of the marketing services offered by Duffy.

An Overview

Let’s look at some types of marketing research that can benefit you and/or the company you own or manage:

  • A specific industry—No matter what type of business you own and operate, it is just a small part of the related industry. To be an effective business owner you need to be aware of trends and patterns affecting the entire industry.
  • Your specific market—A business operates in a specific market. It can be defined as a city, county, or region. This type of research explores things like growth forecasts and the number of active competitors.
  • Products or services—You offer products and services that may focus on a specific brand name. Research is needed to estimate demand and determine if sales can be increased by changing the appearance and/or cost of a product.
  • Customers—Your business needs to know its customers. Research can determine buying power and help understand past, present, and future buying decisions.

The Payoff

Information gathered during the market research helps develop and fine-tune your business planning and help answer many questions including:

  • How will a price change affect demand in the market?
  • What kind of advertising appeals to potential customers?
  • Which media choices are most cost-effective?

Finding the answers to these questions can save your business thousands of dollars. No longer will a new advertising campaign be just a “stab in the dark” because you will know precisely what will work, and what won’t.

Explore Your Options 

Call Duffy Marketing to learn more about the market research we offer as part of our marketing services. See how that research can help you decide when it’s time to expand, consolidate or diversify the business. Be sure to like and follow us on Facebook and Twitter to see our track record of working with clients across the country.

March 5, 2021
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corporate gifting

What Are The Best Ideas For Corporate Gifting?

By blog, Business Planning, Marketing Plan, Material Design

Who doesn’t like receiving a gift? It’s why Duffy Marketing is a believer in corporate gifting as part of the marketing plan for your business. These promotional gifts will promote your brand for many weeks, and in some cases many years after they are received. 

The Numbers Tell a Story

Recent market research shows numbers that back up the value of promotional gifts:

  • 80% of consumers have one or more promotional products in the home.
  • In a majority of cases (60%) the product is kept for up to two years.
  • A large majority (85%) of people do business with the company responsible for the corporate gifting.
  • Nearly nine out of 10 consumers remember the advertiser’s name even two years after receiving a promotional gift.

Choose Your Promotional Products Carefully

Duffy Marketing understands businesses need to do a cost/benefit analysis for any promotional campaign, but don’t cut corners by giving out an inferior product. Saving a few pennies can backfire if your clients end up thinking you’re cheap. Any product you give away should do the job it’s intended for.

Depend on Duffy

As part of its marketing services, Duffy Marketing can provide a wide range of promotional gifts with prices to fit every budget. Feel free to browse our inventory to see the dozens of available choices. Any of these products can be customized with your name, logo, or mascot photo to clearly identify your brand. In fact, a good way to think about corporate gifting is as a different and better form of business card. The difference is you don’t have to deliver a promotional product in person. The giveaways should have your contact information just as business cards do, but if you’ve chosen the right product the consumers will use it daily. Most business cards end up stuffed in a drawer and never looked at again.

Let’s Make a Plan Today

Are you ready to learn about the ins and outs of promotional gifts and why they should be a part of your marketing strategy? Corporate gifting is just one small part of the marketing services offered by Duffy Marketing. Be sure to like and follow us on Facebook and Twitter to learn more.

February 23, 2021
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search engine marketing

What Is The Relationship Between SEO And SEM?

By blog, Digital Marketing, Marketing Plan, Search Engine Marketing

In this rapidly changing world of digital marketing, the acronyms can get a little confusing. Case in point: SEO vs SEM. Translated it means Search Engine Optimization vs Search Engine Marketing. 

So, What’s the Difference?

One way to answer the question is to use the old cliche: They are two sides of the same coin. There are many similarities, but each relates to different aspects of marketing. Marketing professionals sometimes use the two terms to describe or reference similar activities which leads to confusion. Let’s take a look at how Search Engine Optimization (SEO) and Search Engine Marketing (SEM) work together in today’s digital marketing campaigns.

Internet Searches

It’s only a slight exaggeration to say the world revolves around internet search engines. The research numbers are startling:

  • Google receives 79% of search traffic globally
  • Others like Yahoo, Bing, and Baidu get the leftovers
  • There are more than 66,000 Google searches every second

Those numbers are daunting for any given business trying to increase its internet presence and shows why SEO is such a vital part of digital marketing.

What SEO Means

When a person starts an internet search, the search engines “crawl” content on thousands of sites. Search algorithms assess several factors such as keywords, tags, and link titles. It’s vital to optimize your search results so your website ranks highly. Anyone can learn SEO basics but, for the most part, it’s a good idea to hire an expert like Duffy Marketing. 

How is SEM Different?

Search Engine Marketing is different in that it includes various types of paid search advertising. The best example is those ads you see at the top of the page when you do a Google search. When it’s done well, SEM will get you to the top of the rankings and because of that is great for brand recognition. Since it has to do with paid advertising, it’s easy to understand your ROI as you can monitor the traffic. Just be aware Search Engine Marketing requires extra knowledge and specialized marketing tools because of how competitive the marketplace has become today. Duffy Marketing’s team is Google Ads Certified and has significant expertise to handle these campaigns and make them worth your while. Our PPC campaigns regularly boast lower than industry standards costs. 

So, What’s the Bottom Line?

SEO and SEM can be complementary, but only if your website is SEO friendly first. In other words, Search Engine Optimization is the foundation on which good Search Engine Marketing is built. When you have harmony between the two, you have more of a chance of showing up at the top of paid searches.

Ready, Willing, and Able to Help You

Want to learn more about SEO and SEM for your business? Call Duffy Marketing or click here to request a meeting and discover how these valuable tools can be a part of your marketing strategy. We have helped our customers improve click-through rates, cost per click, and cost per conversion stats which far exceed industry average. We’d love to help your business achieve the same growth. Be sure to like and follow us on Facebook and Twitter to learn more about the marketing services we offer.

February 19, 2021
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Training

Why Is Internal Training Important In The Workplace?

By Business Planning, CSR, Training

How does your business treat ongoing training for employees? Is it something employees smile and wink about because they know it’s really just lip service on the part of their bosses? Or is it viewed as an investment in the future of the organization and the people who work there? Duffy Marketing has a long history of providing training for the entire company including CSR, technicians, sales teams for our clients as part of the marketing services we provide.

If the most important asset of your company, your people, are going in different directions with different messages, you can never achieve the greatest success possible. 

Let’s Count the Ways

When internal training is done correctly, there are many benefits for the company and for the employees:

  • Have a purpose for what you do every day
  • Stay up to date with consumer and industry changes
  • Build relationships with other employees
  • More productive employees
  • Establish organizational direction and expectations

Now for a closer look at how all these things can be accomplished.

Increase Retention

Every business owner knows hiring new employees isn’t like buying a Slurpee at the 7-Eleven. HR managers say it can often cost several thousand dollars when you add up separation costs, temporary overtime, recruiting costs, and onboarding. Training helps retain employees by allowing them to meet and ultimately exceed job expectations. When companies demonstrate that employee development is a priority, employees are more likely to commit long-term.

Everyone Benefits

The benefits go way beyond teaching new skills. CSR training is vital to produce high performing teams. This critical role is your “front door”. Increasing even a small percentage of success here can add thousands of dollars more to the bottom line without spending additional marketing funds. This is a WIN WIN!  

Important topics include:

  • Communication
  • Conflict resolution
  • Problem solving

Internal training helps employees bond and get to know one another. When they have a workplace buddy, suddenly those daily challenges aren’t so daunting. And when you give them the tools they need to have success in this sometimes difficult position, it can make all the difference in the world for your employee retention levels. Happy and successful people will resonate throughout your company increasing the culture internally.   

Efficiency & Productivity

Training is the ideal opportunity to learn new skills and stay current on the latest trends in the industry. Smart employers schedule training on a regular basis to refresh skills and practice new ones. When training is a regular part of the work process AND addresses needed skills and perceived weaknesses, productivity can be significantly increased.

Intellectual Stimulation

No, we’re not trying to compare ongoing training to a college classroom, but it can provide a fertile atmosphere to create a think tank for employees. When employers use training to solicit ideas and concerns from workers, it can provide new solutions for ongoing problems.

Waiting For Your Call

Let’s talk about the CSR training Duffy Marketing can provide for your business. Call now to learn more about keeping your employees happy, productive, and sharing in the process of making your business successful. Be sure to like and follow us on Facebook and Twitter to learn more about the marketing services we offer.

February 9, 2021
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social media

Social Media and Direct Mail: A Powerful Combination

By Digital Marketing, Direct Mail, DMI

Today’s consumers interact with a variety of media every day. So, it only makes sense to reach out to them across multiple channels. Duffy Marketing knows direct mail and social media can work together in a lot of ways. For example, you can:

  • Use social media to tease and/or promote an upcoming direct mail offer.
  • Prominent placement of social media icons on direct mail pieces to encourage sharing.
  • Make sure to post direct mail campaigns directly to social media pages.
  • Utilize the Duffy Mail Integration DMI product which takes your direct mail list and identifies the social accounts and display your ads directly to them and their friends. 

Let’s look at some specific ways to make your marketing services even more effective.

Combine Data Bases

Are you aware social sites like Facebook allow you to upload an existing physical mail list to find ideal matches? Matching information from a mailing list to social media, users can create more relevant ads custom designed for those prospects. Ask Duffy Marketing about Facebook’s Direct Response Advertising platform. You can discover how this works and how to choose the right type of ads to meet your goals.

It’s a Two-Way Street

The data sharing can go both ways. If your direct mail information can enhance your social media outreach, social data can also be used to improve a direct mail database. Whenever someone clicks on your social ads, he or she is expressing interest in your product. Your social ads can be set up to click through to a dedicated landing page including a field for entering a mailing address. Once you have their physical address, you can send direct mail with the same look and feel as your social media ads. Utilizing the DMI product takes care of this automatically with your direct mail campaign.

Valuable Insights

If you don’t want to go that far, you can still use the social media analytics you capture to improve your marketing services. Sites like Facebook let you drill down into basic demographics—education level, hobbies, buying habits and more—allowing you to create messaging and offers that are more relevant.

Marketing Services for You

Some of these concepts can get pretty complicated to manage, but you can depend on Duffy Marketing to help you create a campaign that coordinates your efforts in social media and direct mail marketing. Be sure to like and follow us on Facebook and Twitter to learn more about our track record of successful marketing for companies around the country.

February 5, 2021
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billboards

How Effective Is Billboard Advertising?

By Marketing Plan

Duffy Marketing always tells our clients that billboards are an important piece in the marketing services jigsaw puzzle. Just HOW important depends on some factors we’re going to talk about here.

Start With the Numbers

It’s not very often you are going to get a captive audience for your advertising message, but commuters might be close to that. Consider:

  • The average American is in the car 20 hours/week
  • Many commuters are in the car by themselves
  • Americans age 35-49 (working age) drive the most at 13,000+ miles/year

But Are They Seeing Billboards?

The raw driver numbers don’t mean a thing if they are not reading your message. Some of the most recent research came from the Arbitron company. The findings include:

  • 71% Say they consciously look at billboard messages while driving
  • 58% Say they learned about an event or restaurant from a roadside billboard
  • 37% Say they look at a billboard EACH time they pass it (multiple exposures)
  • Many people note phone numbers (26%) and websites (28%) when seen on billboards

Duffy Marketing believes all those numbers are pretty attractive in the advertising world.

Effectiveness Also Depends on the Message

Billboard advertising is most effective when it comes to increasing brand awareness. If you are new to a market or are trying to overtake a more-established company, billboards are a great way to get your name in front of thousands of people every day. If your goal is to increase sales this month, you would likely be better off to spend your money on other marketing services like direct mail, or radio and TV.

If Your Glass Half-Full or Half-Empty?

That pretty much describes billboard advertising during the pandemic. In most locations there is less traffic on the roads and highways as people work from home. Does that make billboard advertising less effective? Maybe, at least in terms of raw numbers. On the other hand, fewer cars on the road means less stress and drivers can pay even more attention to your advertising message.

Don’t go it Alone

If you would like to learn more about billboard advertising for your company, call Duffy Marketing. Our staff has been commissioning billboard advertising for our clients for years. That experience gives us the ability to negotiate the best billboard locations and advertising rates for your company. To learn more about the marketing services we offer be sure to like and follow us on Facebook and Twitter.

January 29, 2021
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digital marketing

Is Digital Marketing Better Than Field Marketing?

By Digital Marketing, Marketing Plan

The pandemic has changed the world around us, and that includes marketing strategies and services for businesses. Clearly, COVID19 has severely limited opportunities for field marketing, which is commonly defined as direct point-of-contact communication. Duffy Marketing has seen our clients having to end traditional marketing events they have taken part in for decades:

  • Community celebrations
  • Charitable events
  • Holiday parades
  • Trade shows
  • Professional events & conferences

They have all fallen victim to the pandemic, but Duffy Marketing has helped our clients change horses in midstream so-to-speak and put more focus on digital marketing. Let us do the same thing for your business.

Expanding What You Are Already Doing

Every company is doing some form of digital marketing. Email and social media campaigns are common. Additionally, companies use their websites and YouTube channels to make sure their message gets out. But how do you expand those efforts to make up for the lack of field marketing? One of the best ways is turning to Duffy Marketing. Our digital marketing staff can do much of the work for you, meaning your business doesn’t have to hire new employees to perform those marketing services.

The Pandemic Has Given Us Lemons so Make Lemonade

This is the best philosophy for getting through these tough times. Listen, field marketing is not going to disappear. Conditions will get better and there’s still no replacement for face-to-face contact and a handshake. But if your business uses this opportunity to beef up its digital marketing efforts you will have the best of both worlds.

Either on your own or working with Duffy Marketing, take advantage of this opportunity by:

✔Making sure your website is attractive & up-to-date

✔Offer sales & other promotions online

✔Accelerate your social media posts emphasizing your COVID19 protocols

✔Use that email contact list aggressively

✔Whenever possible share photos & videos

✔Make sure employees are stressing online reviews

The good news when it comes to digital marketing is if you already have the basics in place you can increase your presence substantially without spending a lot more money.

Always Here to Help

Duffy Marketing understands how stressful and volatile the business climate has been and still is. Don’t hesitate to give us a call so we can provide the marketing services to get you safely through the COVID19 pandemic. Be sure to like and follow us on Facebook and Twitter for more great marketing information.

January 26, 2021
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direct mail

How Long Should A Direct Mail Letter Be?

By Direct Mail, Marketing Plan

Direct mail should be a part of every good marketing campaign. This is the message Duffy Marketing consistently delivers to current and prospective clients when it comes to marketing services. That doesn’t mean there can’t be discussions about what makes the best and most effective direct mail campaign.

How Long is Too Long?

Those discussions often start with that question and the almost immediate response in the marketing world is, “The shorter the better.” In fact, many in the marketing services industry insist direct mailing campaigns should never be longer than a single page. Their logic is the recipients just won’t take time to read anything longer. 

Let’s Dive a Little Deeper

Duffy Marketing believes that approach is too simplistic, and the numbers don’t always support the theory. You can find multiple examples of successful companies mailing four-page letters over and over. Do you think they would continue to do that if they weren’t getting good results?

Other Factors Need to be Considered

Every direct mail campaign has to start by answering one basic question: “What are you trying to accomplish?”

  • If the goal is to generate leads (contact information) to add to your database, then a shorter letter that gets right to the point is preferred.
  • If the goal is to generate sales (buy this unit for $XXXX), then the letter should be longer. It makes sense because buyers are going to want more information before they commit to anything. Everything about the sales process should be spelled out.

Demographics Also Matter

  • Age—Always know the target audience of any direct mail campaign. As people get older their children leave home and retirement approaches. If the recipients skew older, the letter can be longer. They will take more time to read. If research shows the neighborhood is mostly young families that’s a good reason to make the letters shorter.
  • Income—Don’t waste time trying to sell “Cadillacs” to people who can’t afford them. If a mailing is going to a modest income neighborhood, focus on “Fords & Chevys”. If you are targeting affluent households, emphasize quality and performance.

WARNING: Always remember demographics are just one tool and you should not fall into stereotypes. When it comes to age and economic status, there can be many exceptions to these guidelines.

Give Us a Call

If you are ready to talk about direct mail marketing services for your business, call Duffy Marketing now to schedule a no-obligation appointment. Be sure to like and follow us on Facebook and Twitter for more great marketing information.

January 22, 2021
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marketing strategy

Making Your Marketing Strategy Work

By Business Planning, Marketing Plan

As a whole, business owners are good at many things.

  • They understand customer service is vital.
  • They appreciate and work to reward good employees who in turn provide the vital customer service.
  • They also understand the importance of business planning so they can expand their services, hire more employees, and provide even better customer service.

Where many business owners fall short is in the world of marketing strategy and marketing services like those provided by Duffy Marketing.

What Duffy Can do For You

Any marketing strategy must be a two-pronged  approach Let’s take a closer look at what that means:

  • Devise marketing strategies—This is based on market research and analysis of the data. Most business owners don’t have the training, but Duffy Marketing has decades of experience filling this role for clients across the nation. Our marketing services include research to find information about your potential customers which can include  important  aspects like:
    • Age of head of household 
    • Age of the home they live in 
    • Educational level
    • Estimated income
    • Home office
    • Family size
    • Allergies
  • Implementing those strategies—All the information and market research doesn’t do any good if you don’t turn it into a plan of action.
    • What’s the best way to allocate advertising budgets?
    • Are billboards effective in your market?
    • When and how to use direct mail campaigns?
    • How to target the people who need your services?

It’s a Brave New World Out There

Not too many years ago your decisions were limited to radio, TV, newspapers, and direct mail. There is still a place for all those advertising mediums in your business planning, but now the digital revolution means direct access to consumers. For very little investment you can reach out directly to potential customers through social media and of course the internet.

It’s a Two-Edged Sword

The digital world provides business owners with nearly limitless access to consumers, but it also gives the customers unprecedented power. If one of your employees had a bad service call 20 years ago, no one heard about it. If it happens today, a bad online review can affect future decisions by hundreds or even thousands of potential customers. Duffy Marketing can guide you through this new world of digital marketing services. Call today and schedule an appointment to discuss your marketing strategy. Be sure to like and follow us on Facebook and Twitter for more great marketing information.

January 19, 2021
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promotional products

Do Promotional Items Really Work?

By Business Planning, Material Design

A friend recently shared a story that stuck about his parents receiving a paring knife many, many years ago (at least 30 and maybe more) as a promotional gift from their rural electric cooperative. He inherited this favorite knife that was still in great shape these many years later. Of course, his late parents are what he thinks about first whenever he uses their favorite knife, but he also thinks about that electrical cooperative with positive thoughts for giving him the great memory and knife. This story is just one example of why Duffy Marketing believes in the power of quality promotional products.

Some important numbers

Custom promotional products have been looked at as a cost-effective marketing tool for many years. In fact, take a look at these tidbits from recent research:

  • Eight out of 10 consumers have one or more promotional products.
  • In six out of 10 cases the product is kept for up to two years.
  • A large majority (85%) of people do business with the advertiser after receiving a promotional item.
  • A whopping 89% of consumers can remember the advertiser’s name even two years after receiving a promotional product.

Why a promotional product campaign is the right choice

Let’s go beyond the raw numbers we just talked about. There are many reasons for your company to choose promotional products as part of its marketing strategy.

  • Promotional products lead to brand recognition. If your company has a logo or mascot the consumer will be reminded of it every time they pick up that coffee mug, pen, or letter opener.
  • It’s really just another form of a business card. The difference is you don’t have to deliver a promotional product in person. The giveaways should have your contact information just as business cards do, but if you’ve chosen the right product the consumers will use it daily. Most business cards end up stuffed in a drawer and never looked at again.
  • Anyone can do it. Some advertising campaigns are so expensive they just don’t make sense for small companies. The manufacturers of promotional products keep prices low to allow for mass distribution by companies of all sizes.

BEWARE – Don’t be cheap

There should always be a cost/benefit analysis but don’t cut corners by giving out an inferior product. Whether it’s a pen, a refrigerator magnet, or a keychain flashlight, make sure it does the job it’s intended to do because it can indirectly influence what they end up thinking about the quality of the company. My friend’s parents fell in love with that paring knife because it was sharp, easy to use, and made from quality materials. That’s why it’s still being used decades later. 

Can we talk?

Let Duffy Marketing show you how custom promotional products can be an affordable part of an overall marketing strategy. Who knows, maybe 30 years from now one of those promotional products will spark a phone call from a future client.

December 22, 2020
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CSR training

HVAC CSR Training

By CSR, Training

In the exclusive Focus HVAC training program offered at Duffy Marketing, we describe the basis of your business as a triangle with the customer at the top and your company and staff/team on the bottom two corners. With the “company” working to support the “team”, together it provides a solid foundation for your customers which will give you a sustainable and successful business. If a client or prospective client has a bad or lacking experience you have likely lost any chance of doing business with that person again. Working with the entire company establishing cultural and common goals, our experienced trainers works to ensure each person understands their role and maximizes each opportunity to “WOW” the client at every level.  A big part of the Focus program provides expert CSR training specializing in the HVAC, plumbing and electrical services. 

CSRs are on the first line of defense

Your customer service representatives (CSRs) are on the front lines of your business and can make the largest impact of your overall success than any other position in your company. It’s a numbers game. The number of incoming calls booked directly impact your final outcome. The more booked calls you have to start with means more revenue you should get without spending one more dime on your marketing. This will give your marketing campaigns a  larger return on investment (ROI) and your business a greater profit.  

First thing is you have to do is be realistic on your current status. We have been working with companies for decades and almost every owner has told us they felt their CSRs booked almost every call. Get your calls recorded and evaluated to know where you are at. There are several companies that can provide this ongoing service for a reasonable fee. One recovered call easily pays for the service not to mention how valuable the recordings can be for training purposes. Ask your Duffy Marketing account executive what companies we recommend. 

What happens during training

Just like a sports team practices to race certain situations, your CSRs must be prepared to deal with any eventuality. During CSR training we will duplicate as many real-life situations as possible. The more confident they are in how to keep in control of the call no matter the situation presented, the greater the booking % will be. Let’s face it. HVAC, plumbing or electrical calls can vary from call to call and you don’t know what you don’t know. Ultimately having a quality CSR training program can affect how happy your CSRs are which can then directly impact the next call they handle – a trickle down effect that could go bad quickly. Our core focus is ensuring the call goes in the right order, specific phrases are used and avoided, and being prepared for typical season situations. 

In addition to situational training, CSRs must be trained in specific skills including:

  • Clear communication
  • Resourcefulness
  • Passionate about services & products
  • Being an advocate for your customer

These are just a few of the key steps for seeing trackable results for this important training every company should invest in. We hear feedback all the time that even small tweaks from veteran CSRs have resulted in fantastic results easily paying for the training. 

Customer service is a team effort

While the CSRs are on the front lines, every staff member should be focused on customer service. Set your goals high. In today’s world customer satisfaction should be the bare minimum. The goal is service so good you inspire customer loyalty. Embrace the digital world we live in. Email and/or text message confirmations before the technician arrives. A photo to identify the employee is good, video is better. And technicians, when you arrive focus 80 percent of your time on the customer and 20 percent on the box. Your primary goal is to build a relationship and the immediate equipment fix should be secondary. 

Let’s learn together

Let Duffy Marketing help you raise your customer service to new levels with CSR training for your company. We offer individual, group and onsite training tailored to your team and companies goals and needs.  Call now to learn more about this aspect of our professional marketing services.

December 18, 2020
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direct mail

The Power of Direct Mail in the Digital Age

By Direct Mail, Marketing Plan

“Squeezably soft”
“Finger licking good”
“Just do it”
“Where’s the beef”
“Melts in your mouth, not in your hands”

Nearly everyone over 50 recognizes those phrases. They are some of the most memorable advertising phrases of all time. It’s interesting to note when you go online and look at the list of the best advertising slogans, most of them are quite old. Why? Years ago, we were exposed to relatively few ads which likely means consumers paid more attention to each one. Fast forward to the digital/online/social media/smartphone world of today and the average consumer will see more than three hundred various advertisements in the first hour after they wake up for the day.

The odds are against you

Is it any wonder consumers now have an almost automatic screening process to ignore advertisements? Research shows about 2%, 20 out of every 1,000, of ad exposures make any real impact on consumers. This is a really long way of explaining why Duffy Marketing is such a big believer in using direct mail advertising to cut through the digital clutter.

Cutting through the clutter

In this world of junked-up email inboxes, pausing video ads on websites, and hitting the “skip ad” button on YouTube, how should advertisers respond? Certainly, direct mail is part of the solution. When direct mail arrives in the home the recipient is almost forced to glance at it and read a portion of it. Research shows printed materials make more of an impression than digital. The mailing can be as simple as a postcard, informative like a seasonal newsletter, or as complex as a gift box to lure in new customers.

Integration is important

No one is recommending that you put all your marketing budget into just direct mail. One key to success utilizing this proven communication strategy is to have a supporting digital integration strategy. This refers to a mail campaign working with and complementing different digital marketing products. Duffy Marketing is excited to be offering a the newest technology with an automated program we call Duffy Mail Integration or DMI. With your direct mail campaign you can now receive Google ads targeted at your mailing list before during and after the mailing, Informed delivery email from the USPS (millions are signed up for this service increasing daily), social accounts identified and complimenting ads to your direct mail campaign are shown to your mailing list and their friends, a Google and Social retargeting ad campaign with an unlimited count for 60 days following your mailing, tracking of the entire mailing list down to the household level, and complete visibility to your results. There are many other ways to accomplish digital integration such as utilizing your website and email list. One example: You send out a direct mail offer for 25% off an HVAC tune-up. A week later you follow up with an email reinforcing that strong call to action and maybe sweetening the pot by adding an additional discount. The email creates a heightened sense of urgency and potential benefits for the customer. 

A single mailing is not marketing

Just like any form of marketing, direct mail and DMI require a commitment. Our experience at Duffy Marketing is that it will take seven to nine repetitions on average to get the attention of a prospect. Do NOT mail one campaign and then give up. Whatever the response on your first piece, it usually increases exponentially on each additional direct mail campaign.

Let’s get the party started

Are you ready to explore the possibilities of what DMI can do for your business? Call Duffy Marketing today and together we will design a plan to help your business thrive in these trying times. Be sure to like and follow us on Facebook and Twitter.

December 12, 2020
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social media marketing

What is Social Media Marketing?

By Digital Marketing, Social Media

The argument can be made that nothing in history has changed American (and global) culture more quickly than social media. Close to 3,000,000,000 (3 billion) people use social media. This is why Duffy Marketing is a big believer in social media marketing for our clients.

Learning the value of social media

Right up front let’s talk about the age issue. Social media marketing can sometimes be a hard sell when compared to more traditional marketing campaigns like direct mail, newspapers, radio, and TV. Many, if not most, business owners or decision makers did not grow up with social media and may not be fully aware of the power it has in some of the key demographics. 

Strategy

Social media marketing isn’t just throwing a bunch of stuff on Facebook, Twitter, and Instagram and seeing what sticks. Like any other marketing campaign, the first thing to do is step back and look at the big picture. You need to have a strategy.

  • What are the goals?
    • For some businesses social media is used to increase brand awareness. Others use it as a tool to drive traffic to the company’s website. The various social media sites can also keep you in touch with customers.
  • Which social media platforms to focus on?
    • There are now almost too many social media outlets to keep track of. Duffy Marketing will help you sort through the analytic data to determine which ones best match your demographics. Facebook and Twitter are the established brands and will trend older. Instagram and the 2020 darling Tik Tok have younger followers. If you are just starting a social media marketing campaign, it’s best to pick just one or two platforms. The choices should be based on your target audience.
  • What type of content do you want to share?
    • One you choose your marketing platform(s) you can determine what content type best fits your target audience. Is it educational? Entertaining? Does it include images, videos, links or maybe all of the above? Duffy’s marketing services include creating a marketing identity to help you answer these questions.

Benefits of social media marketing

One way to think about social media marketing is word-of-mouth advertising on steroids. When your profile grows, conversations about your company and brand will also increase. People will leave comments on your social media posts, tag you in their own social media accounts, or message you directly. Monitoring social media conversations gives you a chance to learn about comments, positive and negative, nearly immediately. When your social media marketing budget allows, you can expand into social media advertising meaning you can reach users who aren’t following your accounts.

Let’s explore the social media world together

Whether you are a veteran or a newbie, Duffy Marketing is ready, willing, and able to guide your company through the social media marketing jungle. Soon you will be mastering the world of GIFs, emojis, and using SMH, BRB, LMAO, and other social media shorthand like a pro. Call today to make your appointment.

December 4, 2020
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