Riverside's Marketing Toolbox
“The Only Purpose of Business is Customers”
- Peter Drucker
The only purpose is customers? What about profit? The fact is, you can't be profitable unless you have customers. So the three key responsibilities of every employee in every organization are:
- Nurturing existing customers,
- Reviving dormant customers, and
- Helping find new customers
Whether you're the CEO or a summer intern, everything you do should focus on these three activities. Riverside's Marketing Toolbox was created to help you nail these three objectives.
Marketing is Simple: Have something good to say… say it well… say it often!
Step One: Have Something Good to Say…
When all suppliers have the same message, the products or services they're trying to sell become commodities, and they're caught in a low-price/low-margin downward spiral. Your goal is to create crystal-clear, effective sales messages that set you apart from your competitors.
Your Unique Sales Argument
TIP: Buyers hate making mistakes. So, convincing them to choose you requires a Unique Sales Argument (USA). Simple generalities won't work – Family-Owned Since 1957… Quality Parts and Service… 24/7 Response. All your competitors can, and do, make the same claims… even if they don't deliver. The point is, generalities do not distinguish you from your competitors.
Think of your USA as a prosecutor's closing argument to the jury at the end of a trial. Remember, prosecutors have to convince all twelve members of the jury the accused is guilty. That means presenting evidence… lots of evidence, that convinces the jury “beyond the shadow of a doubt.” Similarly, your USA must be a “bullet-proof” argument leading buyers to conclude: “I would be absolutely foolish to buy from anyone else… regardless of price.”
Step Two: Say it Well…
Marketing materials have two components: message and graphics. If you've completed your message, the focus of Step Two is design. Design should be engaging, but also consistent (and affordable).
TIP: Create a file. Now begin putting every brochure, newsletter, sell sheet, presentation folder or direct mail piece that grabs your attention in that file. Save samples of logos that catch your eye, and ‘bookmark’ websites you like. These samples provide a concrete starting-point for the marketing materials you want to create.
Your 4th Design Option: Visual Communications Architects
Until now you've only had three options for designing marketing materials:
- In-house graphic designers…
- Advertising agencies…
- Free-lance designers
Riverside Graphics offers a 4th alternative – a team of designers, working together under one roof, as visual communications architects. World class architects possess both design creativity and attention-to-detail. So, Riverside screens designers for both left-brain and right-brain acuity. Our team is uniquely qualified to provide consultation that addresses both design and budget. We call it Creaticality – the perfect blend of creativity and practicality.
So, if you have an in-house team, but occasionally have overflow… INVESTIGATE RIVERSIDE.
If you're an agency that regularly uses graphic designers… INVESTIGATE RIVERSIDE.
If you're a business in need of graphic design assistance… INVESTIGATE RIVERSIDE.
Step Three: Say it Often!
Buyers are like apples… they're not always ripe. If you don't keep your name and message in front of them month-after-month-after-month, they may not think of you when they're writing Purchase Orders, and someone else will be picking your fruit.
Say It Often with Direct Mail
Within 50 miles of your business there may be hundreds of prospects that need your products or services, but they've never heard of you… that spells OPPORTUNITY! Targeted Direct Mail is the most cost-effective marketing tool available for:
- Creating Brand Awareness,
- Nurturing Existing Customers,
- Reviving Dormant Customers,
- Finding New Customers, and
- Driving Prospects to Your Wesite.
If you need help, Riverside's staff will assist you in developing your direct mail plan, writing copy that drives sales, creating eye-popping graphics, and getting buyers to say: “I would be absolutely foolish to buy from anyone else… regardless of price.”
Say It Often with Newsletters
Your customers want to be advised, not sold. Newsletters are most cost-effective for establishing your company as a trusted advisor. Newsletters inform, counsel and persuade.
TIP: Rather than using your newsletter to sell your products or services, focus on selling your expertise. Competitors may be able to match your products, but no one can duplicate your unique knowledge and advice. It sets you apart. If you've considered newsletters to promote your business, but dismissed the idea because you simply don't have time…INVESTIGATE RIVERSIDE.
Our JitNewssm newsletters are turn-key. Just tell us what you want to cover, and we do the rest. Interviews, research, copy writing, editing, graphic design, printing and mailing unique newsletters created exclusively for your business. JitNews newsletters aren't generic newsletters with your name and address inserted. They're custom designed with your unique images and content.
JitNews newsletters keep you in front of customers, and prospective customers, with information that's informative, intelligent and fresh. That's guaranteed to set you apart from your competitors.
Say It Often with Capabilities Brochures
Have you ever ordered new brochures that were obsolete before, or shortly after, they arrive? Or, have you felt forced to order generic brochures when you'd prefer they were targeted to each of your specific markets?
TIP: Learn about digital offset printing.
DI Offset is 21st Century technology invented to meet your needs. DI Offset makes Print-On-Demand affordable, so you're not stuck with inaccurate, outdated or obsolete brochures. And DI Offset makes ‘Versioned’ printing affordable. So, you can customize your capabilities brochure with various ‘Versions’ that include images and text targeted to your specific buyers.