​ARE YOU BUYING INTO ALL THE HYPE ABOUT ONLY USING DIGITAL MARKETING TO PROMOTE YOUR RETAIL STORE?

I'M NOT ...

​I'LL WRITE AND YOU DECIDE

By;
Bill Napier
Napier Marketing Group, Inc.

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All I ever hear about is Snapchat this, Facebook that, Instagram wherever, WhatsApp whatever, Twitter me twit...you get it ...you have to market here, there and everywhere on these digital platforms to reach an audience to come by stuff at your store.
​
Let me be upfront. I'm not saying all digital inbound marketing is bad, I'm just saying if that's all you're spending your money on, you're missing 30%-70%+ of your market!

THEN THE NEXT THING YOU HEAR IS;
TRADITIONAL MEDIA IS DEAD. YOU KNOW PRINT IN THE MAILBOX, TV, ETC?

​Well, I looked into it and did some research and my conclusion is?

I'M NOT BUYING IT ... HERE'S WHY;

​First off, who are you marketing to on all these platforms? Generation Z, Millennials, Baby Boomers, who?

Second, with the plethora of these platforms, who has time to keep up with them all? I sure don't think people that work for a living, unless they're scamming their employers.
​
If it's Gen-Z they're born between 1995-2014. What are you marketing to them? It's sure not furniture, electronics or appliances? Ok, maybe an iPhone/iPad, but once they buy that, they'll be on a 2-year contract to pay it off and most are still in high school, maybe early college.

​If it's Millennials, good luck with that. You obviously didn't read my research on them. If you didn't read it or are ignoring my research, then you're probably throwing away 40%+ of your marketing dollars, maybe even more, considering on average, 36% of this generation live with their parents and 44,000,000 million of them have student loan debt on average of $36,172.00 and 40% of these loans are delinquent.

YOU CAN READ MY RESEARCH HERE

​​So, here we go. Hang on for the ride, because I'm about to burst some bubbles here and offend some of these geniuses that say you need to be spending ... I mean wasting ... probably 50% of what you're spending on digital.
​
Here's the fact;
"The most frustrating experience for online browsers involve full page pop-up adverts that require the user to find an “X” to remove. More generally, 91% of respondents agree ads are more intrusive today compared to two to three years ago, and 87% agree there are more ads in general. 79% also feel that they’re being tracked as a result of re-targeted ads".

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​Have you ever heard of AdBlocker+? 

Yep they block Ads

How about Ghostery?
​
Ghostery detects and blocks tracking technologies to speed up page loads, eliminate clutter, and protect your data.
​
These platforms are very popular and there's a good chance, no great chance your ads aren't even seen!

Click to learn more

Click to learn more

 There are literally hundreds and hundreds of APPS to block ads

AdBlocker is HUGE and yes I use it and Ghostery. And it looks like a ton of those you are targeting are too!

The majority of ad blockers target banner ads and pop-up ads, and many block native and search ads as well. Some completely remove all advertising from a page while others focus on ads that compromise privacy by blocking tracking codes. ​​​

​BUT THERE'S MORE

​OK, I DON'T WANT TO BEAT THIS TO DEATH, BUT I COULD ... I HAVE A TON MORE RESEARCH ON THIS!

I LIED, HERE'S ANOTHER ONE JUST FOR FUN

Why so angry you ask...I'm not, just frustrated because I hear people that really know nothing about consumer marketing, telling retailers what and how they should be spending their money and they have NO CLUE because they didn't do their due diligence. This causes small and medium retailers to enter this ...

FAD ZONE OF APP PLETHORA, 
​BLINDLY WASTING THEIR PRECIOUS MARKETING FUNDS!

​OK, I'll get some blow-back here because someone will chime in and say Facebook works for them. I bet it can, for awhile, but let me tell you how I deal with retailers that clutter my news feed, it's called

I HIDE THEM IN MY FEED ...
BYE-BYE AND YOU WON'T EVEN KNOW THAT YOU'RE GONE FOREVER 

​ALONG WITH THE OTHER 40% OUTLINED ABOVE!

read more about facebook here

So, before you waste your money on the next FAD, consider some of these tried and true marketing mediums that still work;

​Direct Mail - (that's the stuff delivered in your mailbox - inserts/postcards, etc) Household Response Rate Is At 3.7%

COMPARED TO THESE SMALL NUMBER of digital marketing ENGAGEMENTS

​.2% mobile,
.1% email,
.1% social media,
.02% internet display ​
​Look, there's a DOT before the number, not looking so hot, is it?

​
​BUT THERE'S A LIGHT AT THE END OF THIS TUNNEL

​WOMEN HAVE THE PURCHASING POWER & THEY LOVE PRINT IN THE MAIL

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​91% of mail is picked up by the same person each day; 80% of them are women.
Women make more than 80% of all purchasing decisions.
Women make more than 85% of all household purchases

1. 92% of shoppers say they prefer direct mail/ads in the mailbox for making purchasing decisions. 70% are curious to find out what’s in their mailbox.
2. 77% of people sort through their physical mail as soon as they get it (Epsilon)
3. 74% always or sometimes notice advertising in direct mail.
4. 42 percent of recipients read or scan mail pieces.
5. Direct mail household response rate is at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).
6. 51% prefer companies to use a combination of mail and email when communicating with them
7. 23% bought or ordered something as a result of receiving direct mail in the last 12 months
8. Direct mail/newspaper in the mailbox median household ROI is at a median of 18-20%. 

Oh, ya .. if you're still hooked on the Millennials, they like it too;

Millennials Love It - 36% of people under 30 look forward to checking the mail each day
​

Even the Wall Street Journal has piped in on this;

The Wall Street Journal states;

​" ​The good news is that newspaper inserts drove more retail shoppers than digital ads and are, without a doubt, the most powerful drive-to-retail media available to marketers".

MY SUMMARY

maybe what's old is new again

​​Print is still one of the main influencers when it comes to consumer purchase decisions and we do it all.

The thing with digital ads is they are fleeting. They’re there one second and gone the next. But newspapers have real lasting power and tend to stick around in consumers’ homes longer than most other media. This means people spend more time interacting with inserts and browsing deals and offers.

​Other recent research by Research and Analysis of Media (RAM), an international media research company, confirms the crucial role newspaper inserts play in consumer marketing. Data shows that nearly nine in 10 of media consumers use newspaper inserts.

​So why am I writing this?
​I just get really irritated when "so called marketers," tell people how to market their stores "STUFF" and they have no clue on how people engage.

I hear about too many small and medium retailers struggling and they are the backbone of our economy.
​
Think about this: All the Big Retailers still use print in their mix, why aren't you?

​AND WE CAN HELP YOUR RETAIL STORE OR BRAND WITH OUR FREE BUSINESS MARKETING ANALYSIS

NO STRINGS ATTACHED - NO SALES PITCH

WE'LL DISCUSS YOUR
Website & Web Presence • ​Social & Digital Marketing Platforms • Brand Management •  Retail Strategy • Your Marketing, Advertising & Promotion Strategies & Tactics  • Marketing Communications

​Or any other discussion item you want to address.

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