Small Biz in a Digital Age: Direct Response Marketing
Monday, December 01, 2014
GoLocalProv Business Team
The world of business is moving faster -- hyper fast. Small businesses face the challenge of trying to keep up and innovate their business to create an advantage.
This week, GoLocal brings you a look at how to incorporate direct response marketing techniques into your existing marketing strategy for your small business. This series is sponsored by Blue Cross Blue Shield of Rhode Island - but know they have no editorial review or control. The goal is to help small businesses compete and grow in a period of tremendous change.
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Direct Response Marketing
For small business owners it is just as important to engage customers as it is to brand. Direct response marketing is an effective hybrid of these two concepts: you get your brand introduced through social media, or online marketing and you get a direct response from the customer who sees the advertisement and is requested to engage with your brand in order to take advantage of a deal, promotion or event.
eMarketer estimates that out of a total of $41.94 billion in US digital ad spending in 2013, nearly 60% will go toward direct response. This figure is intended to grow to a projected 50% by 2017 as the online engagement from consumers grows.
How can you do this?
The goal is to use tools that allow your company to enhance their data and knowledge of its customers.
“[…]direct response marketing, unlike mass marketing, goes through these stages with your prospects,” says Victor Ijidola, guest writer for Forbes. “From helping them recognize the need for your product, providing them with information for purchase, providing them with detailed information to compare with other brands, helping them make purchase decision and ultimately, leading them to become a lifetime customer.”
This immediate action can be created in the following ways: getting new customers to sign up for your e-newsletter or offering a discount for a Facebook LIKE. The goal is to engage and create a deeper relationship.
Small business owners can also rely on online social media sites they are currently using like Tumblr or
Pinterest as an alternative option for getting information to your customer base.
These sites offer analytics help, and you are able to see what your customers are interested in, read organic posts, and listen to their feedback on what your business currently offers.
Related Slideshow: 25 Ways to Support Small Businesses in RI
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Grab a Snack
Anchor Toffee
8 Bowen’s Wharf, Newport
Signature almond butter toffee hand-crafted in small batches with the best ingredients. Almonds, sweet cream butter, pure sugar, salt and dark chocolate are skillfully piloted through heat and cold to create a classic treat you can’t resist.
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Shop for Dad
Comedy Connection
39 Warren Ave, East Providence, RI
Not sure what to get dad for the holidays?
Go out together and be entertained at East Providence’s Comedy Connection where local and international acts like Norm MacDonald, DL Hughey, and Carlos Mencia are currently set to perform!
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Shop for Mom
Bohemian Bias
154 Mill Street, Newport
Inspired by music, art and the laid-back vibes of the West Coast, this women's wear boutique offers a merchandise assortment consisting of statement pieces from contemporary brands not typically found in local shops.
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Shop for Someone Special
AC Jewelers
180 Pleasant View Ave, Smithfield, RI
Get that special person in your life a gift to remember this holiday.
AC Jewelers can create custom wedding bands, engagement rings and even has a selection of pre-owned Rolex’s and other fine jewelry to suit any taste.
Photo: AC Jewelers
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Shop for a Difficult Buy
Emerging Energy Acupuncture
14 Imperial Place, Providence, RI
Do you have someone on your list that is very hard to buy a gift for?
Try giving them a different type of relaxing experience with Emerging Energy Acupuncture they offer acupuncture, massage, and herbology services to sooth the body and the mind.
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Take a Break
Barrington Books
184 County Rd, Barrington
Take a break from your Christmas list and head over to Barrington Books.
They have a wide selection of art, philosophy, fiction, and even a graphic novel section to spark your curiosity.
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Grab Some Lunch
Luigi’s Restaurant & Gourmet Express
1357 Hartford Ave, Johnston, RI
In a rush? Luigi’s Restaurant & Gourmet Express offers authentic Italian Cuisine that is already prepared and ready to eat at your request!
Sit in or take your meal on the go.
Photo: Luigi's Restaurant and Gourmet Express
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Even More Lunch!
Tong D Restaurant
156 County Rd, Barrington, RI
If you’ve got a hearty appetite and love Thai food try Tong D Restaurant for lunch during your shopping excursions.
Tong D has an amazing selection of spicy curry, savory rice, and delicious noodle dishes and even offers vegan selections.
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Do Something Creative
LMNOP Gallery
99 Spring Street, Newport
A community space, bringing together artists and creatives while providing a storefront location to display and sell local artwork and apparel.
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Participate in and Event
Small Business Saturday Shop RI at the Crowne Plaza
801 Greenwich Ave, Warwick
Small Business Saturday Shop RI at the Crowne Plaza in Warwick from 9 a.m. to 4 p.m.
The event will feature over 100 Rhode Island Small Businesses and vendors including entrepreneurs, artists, Farm Fresh RI, Social Venture Enterprises, veterans, and minority-owned businesses.
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Get Some Retail Therapy
Crosswynds Traders
6 West Marlborough Street, Newport
Offers the latest fashion trends for men and women at an affordable price.
The flagship store is located in Narragansett.
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Get Ready for a Night Out
Spa Thayer
9 Pier Market Pl, Narragansett, RI
Spa Thayer will have a special on gift certificates: buy one gift certificate and get one 50% off any combination of services.
Don’t forget to book yourself and appointment this Saturday to freshen up after a long holiday weekend, and enjoy 10% off in spa credit.
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Grab Yourself a Treat
Sweenor’s Chocolates
21 Charles St., Wakefield, RI
Get some retail therapy at Sweenor’s Chocolates and take home a treat for yourself, and your loved ones - but mostly yourself.
Choose from their assorted boxed chocolates, fudges, and sugar-free candies.
Photo: Sweenor's Chocolates
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Improve Your Space
Mello’s Farm and Flowers Center
444 Boyds Ln., Portsmouth, RI
Grab some fresh blooms this holiday from Mello’s Farm and Flowers Center.
The family owned and operated business also offers poinsettias, trees, and wreaths to decorate your home with this holiday.
Photo: Mello's Farm and Flowers Center
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Out With the Old
Second Helpings
32 Gooding Avenue, Bristol, RI
Replace some gently used items around your home and get money back to replace them at Second Helpings.
The consignment shop also has plenty of furniture and stylish home goods to revitalize your space.
Photo: Second Helpings
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Gear Up
Second Time Around Sports
328 Atwood Ave - Cranston RI
Second Time Around Sports has plenty of new and gently used sports gear for the athlete in your family.
They also offer special deals on ski and snowboard goods in store - perfect for winter sports during their race to black Friday event which extends all weekend.
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Solve a Problem
Bad Dog Tools
24 Broadcommon Rd., Bristol, RI
Bad Dog Tools’ staff can help you find the right tools for the job.
Replace your old drill bits, saw mills and more so you can get back to work on your home improvement project.
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Don't Forget Fido
Pet Foods Plus
30 Gooding Ave., Bristol, RI
Pet Foods Plus has a wealth of accessories and new foods and treats to keep your pets happy this winter.
Don’t forget your best friend while out on your holiday shopping spree!
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Enjoy Local Atmosphere
Aurora
276 Westminster St., Providence, RI
Aurora features live music, great drinks, and an even better atmosphere. A great way to spend Small Business Saturday.
Photo: Aurora
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Buy Cool Memorabilia
The Time Capsule
537 Pontiac Ave, Cranston
Comics, records, toys, video games and more, The Time Capsule in Cranston is a great place for holiday shopping during Small Business Saturday.
The Time Capsule opens at 11 a.m. on Saturday.
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Bar Hop
The Dorrance
60 Dorrance St, Providence, RI
The Dorrance has an ever-changing cocktail menu and is just a stone’s throw away from other bars like G Pub, Circe, and Congress.
The Dorrance is the perfect spot to start the night right and grab some seriously tasty bar food like their Rhody Calamari, and Duck Confit and Pumpkin.
Photo: The Dorrance
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Grab A Late Night Snack
Local 121
121 Washington St., Providence, RI
Grab some dessert after a long day of shopping and a night of festivities at Local 121.
Choose from their créme brûlée or homemade ice cream and sorbet collections.
Photo: Local 121
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Pick up New Music
Olympic Records
580 Wickenden St, Providence
Need some new music to listen to? Maybe you want to go back in time and pick up some oldies but goodies.
Olympic Records has everything that you are looking for.
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