THE EFFECTIVENESS OF E-NEWSLETTERS
E-newsletters provide a particularly effective means of communication to an established, or potential client list. The beauty and power of an effective e-newsletter lie in the frequency of contact and, of course, cost-effectiveness.

There’s a saying in the marketing world: “It’s not the size, it’s the frequency.” The more someone hears about your offerings, the more readily YOU will cross their mind when they are ready to contact you or one of your competitors. Maybe a prospective buyer isn't ready while you meet, or shortly thereafter. If you fall out of touch, they may not remember you. Here’s the important part . . . With a compelling e-newsletter, your presence remains known.

You probably receive several e-newsletters. You trust them and allow them through the spam filter. And, guess what? These people regularly let you know they are there (while providing you with interesting information). So, who you gonna call when you need what they offer?

Consider doing the same!

A well-conceived, non-invasive e-newsletter lets your customers know, "what’s up." You’ll be there on a regular basis while many of your competitors either took a couple of shots at maintaining contact, or pushed the sale too hard and put off the customer.

Benefits of an e-Newsletter:

1. Enhances your company’s reputation and increases lead generation.
2. Increases the lifetime value of your clients.
3. Is a very cost-efficient and cost-effective communication channel with your clients.
4. Leverages your marketing efforts.
5. Provides instantaneous trackable results.
6. Opens the opportunity for your clients to easily and immediately interact with you and for you to promote dialog with your clients.
7. Provides a higher response rate because it is being sent to a more receptive audience

If you would like to stay in touch with your customers on a regular basis, e-newsletters are a FORMIDABLE marketing tool!

SHOULD YOU ADVERTISE
DURING A RECESSION?
by Josh Gordon

Consider this ad from 1935 and how it affects buying today.

Advertising dollars spent during slow times are the best investment a company can make.

In 1929, rival cereal makers Kellogg’s and Post were in a close race to win the breakfast cereal market. When the Great Depression started, Kellogg’s maintained their advertising spending while rival Post cut back.

At the end of the Depression, Kellogg’s had achieved a category dominance that they maintain to this day.

Your ad dollars work harder in slow times. If your competition is less active, this is a time to steal market share and share of voice.

Just because your customers are not buying at recent levels does not mean they have stopped reading, thinking, or formulating opinions about the companies and brands they buy from.

Remember, the best reason to advertise in 2008 is…

2009.

760 AREA CODE
CHANGE ALERT!
November 8 - Area Code Splits

I'm advising all 760 area code businesses to HOLD OFF on large print runs. Print what you need to get by until November. Price breaks you get on volume printing will be nullified by the impending area code change. Here are the details.

From the California Public Utilities Commission's website: On April 24, 2008 the CPUC is splitting the 760 and creating the 442 area code. The western portion of the 760, northern San Diego County, will have the new area code 442. The area in the eastern portion, Imperial, Riverside, San Bernardino, Inyo counties and portions of Kern and Mono counties will remain 760.

The schedule for implementation of the new area code is as follows:

Start of permissive dialing and latest date for all service providers to activate 442 area code: November 8, 2008

Start of mandatory dialing of 442 area code: May 16, 2009

End of requirement for recorded announcement: November 8, 2009

442 area code initial order date: February 8, 2009

But wait! There's more! An organization called, "Keep 760," is busy trying to fight this change, and implement an "overlay plan." The overlay plan was originally recommended, but the CPUC voted on the split. An overlay would allow current 760 users to keep their area code, and new users must receive 442. There is substantial political momentum behind "Keep 760." Who knows? Until the chips fall where they may, it may be best to be careful about ordering anything with (760) on it!

Regardless, my opinion is that the split will occur. Beginning in November, I believe many N. County businesses will start turning to their print provider for reprinted materials.

CURRENT PROJECT HIGHLIGHT

Identity, web site, and collateral materials for
Stone Element (Tile and Stone Contractor).

While the web site is under construction, and collateral materials are under way, the logo and business cards are completed.

Stone Element installs interior and exterior stone for residential and commercial properties. Key Advertising is helping Stone Element increase its market share and establish high-end brand recognition in their industry. The marketing campaign focuses on increased response from homeowners, contractors, and stone warehouses (from both existing and prospective clients).

Even with the simple completion of the business cards, results have been striking. When receiving the cards, people in the industry have literally been raising their eyebrows.

The business cards are unique and "unexpected" to tile and stone professionals. While most contractors brand themselves with stone motifs and backgrounds - we picked a different approach: Using colorful collage of stones with strong primary and secondary colors then juxtaposing them with an elegantly carved stone font. The logo is striking against a white background, leaving the "marbled background" convention behind.

Stone Element is already standing out from the competition in a colorful and stylish manner. When the web site is completed and the collaterals are distributed, there will be even more measurable results.