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On the trail of your lost customers

On the trail of your lost customers

Understanding why your customer has stopped buying from you is the key to winning them back.

Losing a customer is never a nice feeling

Even the best businesses lose customers, often through no fault of their own. For every customer lost, another has to be found, otherwise your customer base would dwindle to nothing.

Sometimes it’s easy to be focused on answering the front door to new customers, and neglect existing customers leaving by the back door.

We all know that existing customers are easier to sell to – they know you and you know them. And loyal customers tend to be more profitable. So how do you increase the likelihood of them staying put?

How many customers have you lost?

First you need to determine what you’d consider to be a ‘lost customer’. If you keep records of each customer’s transactions, you’ll get the most accurate results. If you don’t, just make some sensible judgements.

On average, how often do your customers buy from you? Once a week, once a month, every 9 months? We’ll call this their ‘frequency’. Ok, now when did each customer last order? We call this their ‘recency’. So if a typical customer’s frequency is an order every 3 months, and the recency of their last order was 5 months ago, we may have problem.

So, why haven’t they called? Is there a good reason why they’ve gone AWOL? It’s probably one of these common reasons, so here are a few ideas on how to stop them walking…

1. You messed up

It happens to the best of us so don’t get disheartened. See it as a great opportunity to make it up to them and convert them into your number one fan. Remember though, just because they haven’t complained doesn’t mean that they are happy. However, research shows an unhappy client who has their problem resolved is more loyal than one who has never had a problem.

2. They just forgot about you

Ouch. Try to keep in touch as much as possible (without stalking them). Encourage them to follow you on social media and have them on your marketing mailing list.
What would mailing them once a month do to your business? It’s a great way to stay on their radar. Add yourself to their mailing list too so you know what’s going on in their lives.

3. They’ve found it cheaper

Don’t panic. Especially in these times, it’s tempting to discount yourself out of business just to win them back. If you’re competing solely on price, there will always be someone to undercut you and the downward race to the bottom continues.

Give quality of service and value for money that they can’t get anywhere else. If they really want the cheapest then have the balls to say goodbye – it’s absolutely fine to ‘fire’ unprofitable customers. If your competitor lets them down, or your customer is disappointed with their quality, you’ll still be there with a box of tissues. Just don’t gloat… nobody likes a smartie pants.

Top Tip #1

Try sending them an anniversary card on the date they first ordered and thank them for their business. They’ll feel loved and appreciate that you remembered. Give them a gift and they’ll love you even more. Or remember their birthday with a special treat or promotion just for them.

Top Tip #2

Rather than a discount on price – offer free upgrades instead. Encourage your customer to try premium products, which might persuade them to order the alternative in future. Or, offer ‘value-added’ bundles, where buying a few things together qualifies for lower prices, but increases the size of the total transaction.

Interested in more ideas on how to market your business?

Request your FREE copy of the latest Marketing and Print Ideas from Nettl!

How to get more web enquiries

How to get more web enquiries

TOP 6 TIPS TO GET MORE WEB ENQUIRIES AND GROW YOUR CUSTOMER BASE

People are busy and easily distracted. So how do you encourage visitors to stay a bit longer on your website, find what they need, and get in touch easily? Ultimately, how can you convert your web traffic into web enquiries?

There’s no magic formula, but research has shown these simple steps can help…

  1. Be clear about your offering
  2. Write for the web
  3. Make it easy to get in touch
  4. Build trust and credibility
  5. Be mobile friendly
  6. Keep it up to date

1. Be clear about your offering

When someone arrives on your site, you don’t have a lot of time. You need to make it clear who you are, what you offer, and what the visitor needs to do to take action.

Headlines and straplines are incredibly important. In very few words, they give you the opportunity to summarise what the business, website or page is all about.

As well as words, use images, illustrations, icons and video to communicate your message effectively.

A great example of this is Dropbox’s homepage. The snippet of text clearly says “Get to all of your files from anywhere, on any device, and share them with anyone.”

There you go. Exactly what they can do for you. In one sentence. And to complete this fabulous landing page, a very simple form. You know exactly what you need to do next. Apply this simple approach to your website and you’re sure to increase web enquiries.

2. Write for the web

People read differently on the web. They tend to scan and pick up snippets.

Typically, users read less than 30% of the page, and this is mostly the top section and headings. Attention declines dramatically as they move down the page. So it’s a good idea to put the most important information first and get your message across in the headings.

By getting a clear, unified message to your audience, you stand a much better chance of communicating value and purpose, which will in turn encourage more web enquiries.

In general, it’s best to use simple language. Avoid jargon and complicated terms. Experts advice regarding writing for web suggests people prefer to read information in plain English because it allows them to understand the information as quickly as possible. Writing in CAPITAL LETTERS is more difficult to read. It also looks a bit shouty, so should be avoided anyway.

Make the text easier to read by using:

  • Short sentences
  • Sub headings
  • Bullet points
  • Highlighted keywords

3. Make it easy to get in touch with you

This one sounds obvious but it’s often overlooked. Typically, the contact page is the second highest visited page, other then the main homepage. Some people are searching for your business online, just so they can get in touch.

To boost your web enquiries, give them what they want, nice and early. Consider putting your phone number in the header. Make sure the footer includes your contact details.

If you have a business where the location is important, like a hotel, shop or restaurant for instance, make a big effort to clearly show where you are and how to find you.

And your opening times! Particularly when there are public holidays – customers want to know whether you’re open or closed.
A clear call-to-action (CTA) should exist at the bottom of each page. There’s potential for multiple CTAs throughout the page at different sections. The goal is to make it very clear what the visitor needs to do next.

This could be anything as simple as a:

  • Phone number
  • Email address
  • Contact form
  • Link to social media
  • Button to apply/register/download

Consider adding a live chat feature to encourage engagement. Although we’d only advise this if you have the resources. At least one person needs to be available to monitor and respond to the enquiries.  An idle chat can look understaffed and have a detrimental effect.

 

4. Build trust and credibility

Building trust is especially important for businesses that sell online. Customers will want to feel an extra level of reassurance. After all, there’s an element of the unknown about the internet. You want to feel safe handing over your payment details. You want to feel confident granny’s present is going to arrive on time.

But for websites that don’t sell, credibility is still often the primary objective. That’s the case for most brochure websites. Visitors typically arrive for the first time, usually after hearing about the company in some way.

This may have been through personal contact, recommendation, online search or a piece of marketing literature. Visitors will be looking for indications that the company is professional and able to deliver on it’s promises.

People like to do a little digging. Here are five ways to help boost your credibility and increase web enquiries:

1. Get an SSL Certificate

Having an SSL certificate – that little padlock symbol – on your site means the data passed between your site and your visitor is secure. SSL helps you gain trust from potential customers and makes you look more professional. Your local studio can help you buy and setup an SSL.

2. Look the part

Professional design and well written copy is of paramount importance. Even subliminally, good design will go a long way towards the perception of your brand. By association, if the website is high quality, your product or service is high quality. SEO expert, Rand Fishkin of moz.com believes ‘Design isn’t just important, it’s 50% of the battle’.

3. Use testimonials and accreditations

People are far more likely to believe what someone else has said about your business than what you say yourself. It’s human nature. So combine great design with industry accreditations and social proof. Use testimonials as a powerful way to say how great you are. Work them into relevant case studies to demonstrate your capability. This will really cement your credibility and encourage users to take the next step with confidence.

4. Allow visitors to ‘Meet the Team’

Our experience tells us that ‘meet the team’ pages are very popular destinations. Typically only falling behind the home page and contact page in terms of visits. It’s easy to see why, people like doing business with people.

5. Publish a blog

Another popular hotspot for visitors are blogs or latest news sections. Not only does a fresh, relevant blog keep Google happy, it also helps position your company as experts in your field.

5. Be mobile-friendly

Or perhaps even ‘mobile-first’. That means designing your site primarily with your phone user in mind. Sure, it has to look great on a desktop too, but with more and more people browsing on their phones these days, considering their needs first would not be a bad thing.

Think about it, if you’re checking the web on the go, you don’t want to struggle to do what you want to do. Encourage mobile web enquiries by making things quick and simple to do on a phone.

People are often ‘quickly’ doing something on their phone, while they’re doing something else. Quickly sign up for this, quickly pay that bill, quickly book a table… if your website doesn’t support ‘quickly’ then you’ll quickly be shown the door.

 

6. Keep your site up to date

Google likes fresh, new, relevant content, but so do real people! Sure, a lively blog will help your search engine rankings but it will also indicate that you’re an active business on top of its game.

Frequent updates will encourage users to come back for more, it can help position you as an expert in your field, and it will create the confidence that leads to web enquiries.

We mentioned trust earlier. It’s important to keep on top of updates to maintain credibility. You don’t want your site to look like you’ve gone for lunch and not come back.

If a feature has stopped working, if the footer still says 2015, if the blog section has gathered dust and the social media feed is more #wellington7s2010 than #hamilton7s2020, a bit of attention is needed to avoid putting people off.

A well-maintained website is also necessary for security.

If you need a hand keeping on top of things, just ask us… We can help.

Things to watch out for:

Text too small to read
Buttons too small to click
Forms too tricky to navigate
Hefty images and downloads

Interested in more ideas on how to market your business?

Request your FREE copy of the latest Marketing and Print Ideas from Nettl!

How to style your brand for printing

How to style your brand for printing

How to style your brand for Printing

By Fiona Humberstone

You’re on the cusp of something big

Perhaps you’re launching a new business or blog. Maybe you’re changing direction or, having run your business for several years, you’re ready to up your game.

You understand that a smart, stylish and distinctive brand identity will get you noticed. You know that it’ll help you attract the right sorts of clients and show the world how serious you are. But how do you make sure that the time and money you invest in your branding will pay off? How do you make sure it’ll be an accurate reflection of your aspirations? That it’ll appeal to your most profitable clients, and more like them? How do you make sure you pick the right designer, brief them effectively and communicate your brand in a way that really represents you and your business?

You need a little focus, some insider knowledge and an experienced hand to guide you through the process.

Create a distinctive identity

Create a distinctive identity

Photo: Matt Pereira

Most of us understand the importance of having a smart and professional logo, website and business card. But if you want to realise the true potential of your brand then you need a brand identity that’s more than smart.

You need something that shows your personality, evokes the senses and captivates your clients. Styling your brand well is about reflecting what your business is all about and also your aspirations for the future.

It’s about creating an emotional connection between you, your business and your customer. It means capturing the essence of what you do and communicating that through every design decision you make for your brand. It’s about tapping into the overwhelming majority of customers who buy with their hearts and not their heads.

Styling your brand well means creating a look and feel for your business that’s utterly irresistible to current and prospective clients. In short, it makes doing business easier.

So what is brand styling?

Brand Styling is the art of using type, colour, pattern, illustration and texture to communicate a carefully considered and highly intentional message. One that will help you attract the right sorts of clients, compel them to do business with you and enable you to get where you want to be, faster.

Brand styling involves more than creating a smart logo, although that’s certainly at the centre of your brand identity. A well-styled brand pulls together typefaces with just the right character; colours that resonate and communicate your brand values; patterns that add depth and flair and illustrative elements that bring personality and style.

Essentially it’s about creating a distinctive look that reflects what your business is all about.

So what is brand styling?

Brand Styling is the art of using type, colour, pattern, illustration and texture to communicate a carefully considered and highly intentional message. One that will help you attract the right sorts of clients, compel them to do business with you and enable you to get where you want to be, faster.

Brand styling involves more than creating a smart logo, although that’s certainly at the centre of your brand identity. A well-styled brand pulls together typefaces with just the right character; colours that resonate and communicate your brand values; patterns that add depth and flair and illustrative elements that bring personality and style.

Essentially it’s about creating a distinctive look that reflects what your business is all about.

The brand board (above) shows some of the different elements that make up a well-styled brand. Your brand may include some, or all, of these elements depending on what you do and how you want to come across.

I’ve been styling brands for fifteen years now I’m consistently amazed at the effect a well-designed brand will have on a business.

It’s the difference between fighting for every project and competing on price or attracting a steady stream of clients who value what you do and are prepared to invest in the difference your product or service makes.

Expect your brand identity to include some or all of the following:
  • A distinctive logo that’s instantly recognisable
  • A colour palette that supports your brand values
  • A range of typefaces to add character
  • Illustrations perhaps to add interest and personality
  • Photography to add consistency and depth
  • Patterns and devices to add texture and flair

You may not need all of these elements, but if you want to communicate in a compelling way you’ll need to think about something that’s more comprehensive than simple your logo and a couple of colours.

When your brand identity is crafted with focus, flair and purpose it becomes an asset to your business. Enabling your current and prospective clients see your business the way you do; building value; setting you apart from the competition and helping you gain in confidence.

Photo: Matt Pereira

How to Style Your Brand

Create a vision

Photo: Matt Pereira

Start by getting focused

Essentially, you need to ask yourself: what do I want to be known for? What makes you different? What do your clients love about what you do and how do you want to come across?

Just take a moment or two to write down three words that encapsulate how you’d like your business to be seen. Three words that sum up what you want to be known for:

Create a vision

How should your brand look and feel? Without being too prescriptive, try to pull together a mood-board that reflects your vision for your company. This isn’t just about showing what you do, it’s a powerful jumping-off point for your creative process so think big and let your imagination run wild!

Ask yourself:

  • What impression do my current website and marketing materials give about my business?
  • Are they consistent?
  • Do they reflect what I want to be known for?
  • Am I winning business because of, or in spite of, my current brand identity?
  • Do I find it difficult to get my clients to see the value in what I’m doing?
  • Am I proud of my website, business card, logo and marketing literature?

Use colour psychology to help you make sense of where you’re headed

Translating your brand values into tangible fonts, colours, patterns and textures can be challenging. How can you be absolutely sure that what you pick sends out the right messages? Colour psychology is your friend. It’ll bring a very objective process to something that’s so fraught with subjective whim.

Pull in elements with intention

Think carefully about the choices you make when crafting your brand identity. You want to create a specific impression – whether that’s cutting edge, masculine and ergonomic or delicate, distressed, laidback luxe (and everything in between). Ask yourself: does this create the impression I want?

Review against the brief

Always! It’s always about mixing a blend of heart and head. You need to love it – it’s your brand identity, but it doesn’t need to reflect every nuance of your personality and most importantly, it needs to create the right impact with the people who are going to invest in your business.

Photo: Matt Pereira

About the Author

How to Style your Brand by Fiona

Fiona Humberstone has been styling brands and running workshops since 2000.

Having founded, grown and sold one of the UK’s most successful brand styling companies, Fiona now consults for design agencies and runs game-changing courses around the world and is available for speaking engagements.

Her bestselling book, How to Style Your Brand, is available online from Amazon.

Interested in more ideas on how to market your business?

Request your FREE copy of the latest Marketing and Print Ideas from Nettl!

Summer Sale

Summer Sale

Summer is the perfect time to reassess the marketing activities for your business

Perhaps things that once worked well are now less effective or you’ve simply not had time to think about your marketing at all.
We’ve put together ‘The Power Marketing Workout’ a huge range of offers to help you get on track, to try new things and improve on what you already do.
Think of this as your marketing reboot, there are even some tips to help keep you in top shape at your desk. So limber up and let’s go!

25% off all fabric walls, booths, stands, table cloths and counters

Our new fabric displays and counters are perfect for exhibitions and events and are easy to assemble. The covers are also washable, meaning they can keep looking their best even after many uses!

Offer only applies to fabric walls, booths, stands, table cloths and counters. Excludes flags and banners. Note: extended turnaround times may apply.

Save 30% on Starmarque Business Cards

500 for only $139! Was $188

MARKETING WORKOUT #1: The Core Essentials

First impressions drive everything and set the tone of everything that follows. Business Cards are an essential marketing item, they provide contact details and cement next actions. Make sure you always have yours on you, and that they look good. Otherwise, all your hard work may be undone!

DESK EXERCISE #1: Ta-Daa

Get down with one knee on the floor and one knee bent, as if you were about to propose to your co-worker, look up to the sky and put your hands up. This one is great for your abdominal’s!

Save 20% on A4 Supreme Folded Leaflets

1,000 for only $543! Was $678

MARKETING WORKOUT #2: Improve Your Reach

Leaflets are a great, cost effective way to promote your business. Think about what makes you unique. What does your business offer that your competitors don’t? This should be the key message on your marketing material. Target an area with this message and improve your reach to new customers.

DESK EXERCISE #2: Touch The Sky

Interlock both hands together, and try your best to touch the sky, with palms facing the ceiling. Hold for 5 seconds. Just watch out in case you have sweat stains under your shirt!

Save 20% on Luxury Rack Cards

500 from only $220! Was $274

MARKETING WORKOUT #3: Endurance

Your existing client base is often your most valuable asset. Long standing clients can be marketed to directly and cost effectively and because they already know and trust your business, they’re more likely to spend more than new clients. Once you win a new client, aim to keep them happy for the long term.

DESK EXERCISE #3: The Knee-Jerk

While sitting, lift your leg up and grab onto your knee. Try and pull your leg towards your chest, and see how close you can get it. Hold for 10 seconds.

Save 20% on Corporate Stationery

500 A4 Letterhead for only $195! Was $243

MARKETING WORKOUT #4: Flexibility

What’s different about how you market to your clients? Be flexible about how you promote. Corporate stationery is still a relevant part of any businesses marketing mix and for clients to engage with your brand.

DESK EXERCISE #4: The Can-Can

While sitting, extend one leg, and hold for 5 seconds. Then try and lift that leg as high as it can go, and hold for another 5 seconds. Be careful not to kick the desk under you though!

The small print: We don’t build every option into our prices – we think it’s best you choose what you need – so we haven’t included file checking or artwork (which we’d love to do for you), delivery (you can pick up free from your local studio) or GST. Sale ends and artwork must be approved by 3.00pm, Friday 14/02/2020. Websites available at participating Printing.com studios only.

Quality Offset Business Cards now from only $59!

Offset Printed Business Cards from only $59

Quality Offset Business Cards now priced from only $59!

Offset printed business cards are the most cost-effective and useful direct marketing tools for any business. Despite the spread of digital communication – business cards are more popular than ever before. Your business card needs to be memorable and stand out from the rest. Your business card needs to make a good first impression.

You only have one chance to make a good first impression – so here’s 3 top tips to ensure your business card stands out…

Choose a quality stock

1. Choose a quality business card stock

Your business card should be like a firm, strong handshake. Have you ever shaken someone’s hand but been met with limp wristed fingers? Rather an uncomfortable feeling right? It’s the same with a business card.

A thin, flimsy card gives an impression of weakness, a thick business card gives the impression of stability and strength. Don’t cheap out on stock, go thick and we recommend a minimum of 350gsm. At Printing.com we have a range of business card stocks, sizes and finishes to help your brand stand out. Check out our business card range >

Don't cheap on print quality

2. Don’t cheap out on printing quality

For a quality printing option, we recommend offset printing because offset provides superior image and colour quality that is sharper and cleaner than other printing options.

At Printing.com, we offer you the best price for your offset printed business cards and our offset printing process is better for the environment. This is because as we gain greater efficiency from gang run printing all print orders from throughout New Zealand on our new Komori A1 offset printing press. Meaning we produce less waste and use less energy than other traditional printers.

So not only are you doing your part for the environment by printing with printing.com, you’re getting the best possible print quality, for the best price.
Check out our large range of business cards online >

Design a memorable card

3. Design a memorable business card

You only have one chance to make a good impression! Business cards are generally 90x55mm in size so it’s important to declutter and not include the kitchen sink.
Keep your business card simple and only say what needs to be said.

Generally a business card includes business information such as a logo, address, website and social network profile. It also includes a person’s name, position, email and phone.

If you’re comfortable with the idea of your face on your business card, then why not include a photo? It can help your business card be memorable and stand out from competitors. 
Printing.com is New Zealand’s largest network of creative graphic designers and we’ve helped over 50,000 business with their branding and design.

So if you’re starting out in business or thinking of refreshing your brand, then don’t hesitate to contact your local printing.com studio.
Our talented designers can create a memorable business card that helps you and your brand really stand out.

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Business Card Design Gallery

Quality Offset Business Card Design Portfolio

A business card makes your brand more memorable – if done right. 
So that’s why we’ve pulled together a gallery of eye-catching quality offset printed business cards from Printing.com graphic designers. These have been created to help their brands make a lasting impression.
Like what you see? Want your business card to make a lasting impression?
Get in touch with a Printing.com designer near you >

Business Design Gallery

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Creative uses for Business Cards

Other creative uses for business cards…

Establishing and growing a business is a lot of hard work. Business cards can make the process a little easier. They are versatile, enable you to create a distinctive statement and aid in brand awareness. So we’ve compiled a list of creative ways you can use business cards to help market your business…

Appointment Cards

One of the most popular uses for business cards is an appointment card. That’s because they are an affordable way to remind customers of upcoming meetings while making sure they have your contact information. 

Loyalty Cards

Loyalty cards encourage repeat business – and that’s always good for business! Business cards are the perfect size for a loyalty card as they can be easily stamped or punched, fit nicely in your customers wallet, therefore easy to hold on to.

Referral Cards

Hand out referral cards to your best customers so they can give them to their friends and family. Offer a special discount or free gift with purchase if they present they come in and present the card, don’t forget to say a special thanks to the referee!

Coupon or Discount Cards

It’s quite common for business cards to include a coupon or discount. It’s a great way to entice new customers to buy from you.

Raffle Cards

A business card is a cheaper alternative to an actual raffle ticket. If you allow plenty of space on the card to enable people to write their name and phone number on the card. Then you can identify the winner by name instead of a number!

Information Cards

Information cards can include a calendar, a map, your range products, services, promotions or events – just about anything. Just remember these cards are relatively small, so avoid the clutter.

Event Tickets

Business cards will make awesome event tickets because you can print the event description, venue information, date and time of the event. 

Other popular and creative uses for business cards include…

Bookmarks, clothing labels, price tags, vouchers, and RSVP cards!

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Do you have a design ready to go? You can order your business cards online

Order business cards online

If you would like your business card stand out, have your brand be memorable then don’t hesitate to contact your local printing.com studio 

Find your local studio

 

 

Colour Inspiration – August 2019

As we start to come out of the winter months we look forward to every bit of warmth we can get with these cold but crisp days. With this in mind, our August colour inspiration palette starts to introduce warm hues with the hope that spring is just around the corner.

All our swatches come with CMYK colour values. If you see one you like and would love to incorporate into your brand refresh or next project, make sure to head into your local PDC studio with the colour value and we will create something amazing together.

The beautiful image is just one of the millions of stock images available to use in your next project!