A level results……A time to celebrate???

I’m sure you’re aware it’s A levels results day coming soon (Thursday the 18th August). This means there is going to be plenty of thirsty students looking to let their hair down, with 4 long, well deserved days off.

With students keen to celebrate getting their University place or to drown their sorrows, this provides the perfect opportunity to drive custom to your venue.

So why not contact CFL to build a targeted promotion?

CFL Possess that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.


Remember - you don't have long so drop us a line 01225 782669 - or email philm@cflmarketing.co.uk

www.cflmarketing.co.uk

CFL Marketing for Pub's

CFL Marketing are helping more and more Public Houses to Market their business and improve their trade.

Please see our latest brochure for the pub trade.

let us know what you think!

www.cflmarketing.co.uk

CFL Marketing for Pub Trade

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What digital marketers can learn from DM

In an age of information overload, digital marketers could learn a lot from the personalisation and value pursued by direct mailers.

Hardly a month goes by without some development in digital being hailed as the next big thing in marketing innovation. It is easy to see why - digital can engage consumers more quickly and effectively than other marketing techniques, as well as provide instant and detailed data on financial returns.

In an era of information overload, however, digital channels - and in particular mass email marketing - are in danger of alienating, rather than attracting, consumers. For example, email open and click-through rates are declining year on year, according to a survey last year by MailerMailer.

With a renewed emphasis on better targeting and deeper personalisation, direct mail is once again in the spotlight. In the past, brands have all too often been accused of looking at direct mail in terms of volume, rather than value, in their pursuit of response rates.

Mail volumes, however, have been falling year on year, and developments in the medium, from behavioural targeting to improved personalisation, suggest that direct mail is now at the forefront of customer relationship management (CRM).

Standing out on the doormat is becoming ever-more difficult, and achieving it requires creativity.

Like conventional direct mail, email should only be used wisely, discriminately and with respect to the consumer and the brand.

Cut-through is becoming more and more difficult due to spam filters and consumers' patience wearing thin.'

Email campaigns all too often suffer from poor targeting and low optimisation, due to the low cost of email, which reduces the financial impact of getting things wrong; in contrast, the higher cost of direct mail makes testing an economic necessity.

Email marketers can learn the value of testing from the direct discipline. 'Messages, data segmentation and profiling, subject lines, offers, creative, timing; all should be continually tested and measured to help improve response and understanding of consumer wants and needs

Mail can also be an effective driver of engagement and dialogue between brands and consumers. The innovations detailed in this piece, from data cleaning to behavioural targeting, demonstrate how the medium is a force to be reckoned with, despite the exponential growth of digital communications. Direct mail is not so much fighting back as finding its niche in an industry that recognises consumers differ in the way they want to receive information and promotional offers.

For more information on implementing an integrated Direct Marketing approach please contact CFL Marketing on 01225 782669 or log onto www.cflmarketing.co.uk

Leverage retention in email campaigns for more profit!!

When you are in the midst of executing an email or social marketing campaign — rushing to meet deadlines, pulling together creative, copy and 
getting approvals — it is easy to lose sight of your campaign objectives.

All direct marketing activity can be simply put into two brackets: names or profits.


With acquisition marketing, your objective is to win a maximum number of new customer names within your allowable "cost per name" budget. You can do this through paid search, SEO, co-registration, email sponsorship and social marketing. This is how you build subscribers, fans and followers.


However, acquiring new names is an expensive process. As competition heats up, most online marketers take a loss on that first sale. If the objective is to make or grow profits, 
marketers need to see acquisition marketing simply as an 
entry point. The challenge is to find ways to make up for 
rising acquisition marketing costs by securing repeat sales with existing customers. This is where advanced tactics for retention marketing come in. 


Marketing to existing clients is where savvy marketers make all their profits. Retention marketing campaigns are inexpensive because there is no media or advertising cost. These kinds of campaigns can generate tremendous profits because cost is low and response rates are high. The reason this happens is that you are sending campaigns to clients who already know and trust your brand. 


Marketers tend to go through three phases:

1) Investing in building their email and social names,

2) Reaping early rewards with basic email and social campaigns and

3) Obtaining higher profits by adopting advanced tactics such as segmentation, personalisation, trigger marketing and split testing. In the past, advanced tactics required investments in people and technology, but unfortunately these expenses often offset the increased profit contribution. However, new generation software companies have now emerged, offering easy to use tools to execute advanced tactics in email, mobile and social marketing at a fraction of the cost.


The last 10 years of online marketing have mainly been about using the Internet to win new names. This has led to heavy investments by most marketers in acquisition marketing. However, there is a significant shift taking place. The years ahead will be more about capitalising on those names and turning them into profits with retention, email, social and mobile marketing.

If you would like to know more about how you can use email as part of an integrated marketing approach please call CFL on 01225 782669 or visit www.cflmarketing.co.uk

CLIENT CASE STUDY: Somerset Arms, Wiltshire.

Back in the Summer of 2009, The Somerset Arms, based in Semmington Village, Wiltshire, re-launched their public house after an extensive re-fit.

CFL Marketing approached the pub after hearing of the launch and a glowing customer recommendation, to see if they could help with their marketing activity.

After being impressed with the samples CFL provided, Sally Tyler, Landlady instructed them to create an awareness flyer that was dropped to every household in the village, this included a free bottle of wine offer with 2 or more people dining. Not only did this bring in extensive extra trade but the Somerset Arms were able to capture the diners details via a data capture form on the flyer for future marketing use.

There after CFL helped with the promotion of Halloween offers, a well attended beer festival, through to their 1st Birthday party.

CFL's Creative department also aided the re-design of their menus and took over all advert design for the local press and trade magazines.

This year the Pub is organising their 2nd Beer festival, "The weekend of 1000 pints" (being held on the 27th - 30th May) and have created t-shirt designs, branded beer glasses, banners, posters and advert design.

CFL created a toad based design (see below) for the festival, The pub was so taken with it, they approached Ramsbury Brewery to create a special beer for the occasion, call "Toad" - The design will be used on all the glasses as well as a specially made beer pumps.

Phil Martin, Marketing Manager at CFL Marketing said "Our Design Team have worked really hard, producing the artwork and branding for the beer festival. We hope the weekend of 1000 pints is a great success. I am looking forward to sampling a pint of Toad!!"

For more info on the Somerset Arms, log onto http://www.somersetarmssemington.co.uk/

www.cflmarketing.co.uk

Three tips for delivering best-in-class email campaigns

As the direct marketing industry increases its use of email marketing within ther integrated campaigns, marketers should heed the following advice in order to deliver powerful campaigns.

1. Use compelling subject lines.

An email subject line that is clear and compelling gives your email better visibility in a crowded inbox. Incite your recipients to open your message with a call to action in the subject line. Just be sure you don't use words like “free,” “limited time offer,” or “amazing” in your subject line. These are red flags for spam and will cause your unopened email to go directly into the trash folder.

2. Campaigns are more compelling when graphics visually promote messages.

A good email service will include tools that allow you to search, resize, crop and rotate photos and images without leaving your email. The tool should also allow you to select, preview, and purchase royalty-free images if what you have isn't on-hand. Don't forget to include a clickable call to action with your image so you can see how your readers respond to each graphic. Data about who clicks on a photo's hyperlink will give direction to future interactions. If the report shows traffic, use it in a future email. Also include a text click-through for recipients who may have turned off the graphic display option. A good rule of thumb to prevent image overload is have at least 70% of your message be in text format and 30% or less in image format.

3. Be mobile-friendly.

The adoption and usage of smart phones is changing the way we interact with email marketing. The use of smart phone is increasing hugley month on month. While most smart phones do a fairly good job displaying emails, marketers can look into adding an online/mobile version link at the very top of the email because Web browsers are generally more capable of showing HTML content than email clients. Subject lines should be front-loaded because smartphones only display four to six words in the subject line and a preview of the first few words in the email. Remember to test your emails on a smart phone.

To see how CFL can aid you in implementing HTML email campaigns as part of an integrated marketing approach - give us a call on 01225 782669 or log onto www.cflmarketing.co.uk

Top 10 tips for door drop marketers

Whether you are a local authority, charitable organisation or consumer-focused business, a Door Drop campaign (or Door to Door Distribution as it is sometimes called) has the potential to be an extremely effective and impactful method of reaching and communicating with your target audience.

How effective the medium is for you can depend on a large number of factors.

Whilst not a comprehensive guide, these top ten tips from the Direct Marketing Association provide basic pointers to help you get the most from your Door Drops.

To read the Top 10 tips in full, click HERE>>