About Vicki Donnowitz

Vicki is passionate about listening to people's needs and helping them develop customized strategic marketing solutions which deliver profitable results. She is a Partner at DirectiveGroup and has over 25 years of Senior Executive level sales, marketing, merchandising and general management skills in corporations, start up, entrepreneurial and rapid growth companies.

Quick & Easy Ways to Snag Your Competitions’ Customers

 

You may consider stealing your competition’s customers to be a little cheeky. But, did you know General George Patton Jr.’s favorite saying is said to be, “Audacity, audacity, always audacity.” You’ve got to be audacious to get your share of the pie.

Your job is to capture their customers’ attention and then prove you’re better…and better for them.

But first, you need to understand a little bit about customer motivation.

Did you know that over half of what we do every day is nothing more than a habit – an impulsive behavior done with hardly any thought at all? A product or service that is habitually used is called a hook. A hook has four parts: a trigger, an action, a reward and an investment. If your product can satisfy a potential customer’s need and transport them through a hook’s parts faster, you may be able to get them … Continue Reading

Coupon Promotions are Back in Vogue

Because of today’s uncertain economic condition, most folks have learned to live their lives with a little more intent. That could come in the form of fixing broken items instead of throwing them out, keeping the same car just one more year, or – believe it or not – clipping coupons.

We’re all familiar with the old fashioned clip-and-save variety of coupon. But, now an online coupon can come in many forms: a small, clickable discount banner on your website, a printable coupon sent via email, or some sort of promotional ad on Facebook or Twitter, just to name a few. And, with the incredible increase in online shopping these past few years, mobile phone coupons have become – and will continue to be – a very popular coupon vehicle.

Increased Coupon Usage

Just to give you an idea as to how much coupon usage has grown – coupon redemption … Continue Reading

Better Email Campaigns with Strong Follow Up Sequences

As you may already know, an effective email campaign can create a deep relationship with your audience. This type of communication can penetrate your niche and build trust. But something you may not have known – according to a 2015 survey by Adobe, the average respondent uses email on an average of six hours each day.

The survey further reports Millennials actually use their emails even more than the rest of us; though not by much. 70% check it from bed; 27% while driving; and believe it or not 57% use it from the bathroom!

That tells us that email marketing, if properly utilized, is much more effective than we may have suspected. More effective even than social media – contrary to what most of us thought.… Continue Reading

Why and How to Identify your Target Market

Whether you are only now starting your business, or if you’ve been around a little while, chances are you are following one of two courses of action when it comes to selling your product or your service.

You may be one who thinks simply because you have an offering your customers will come. After all, you reason, “I’ve got a good thing here. No doubt customers will break down my door and step over one another just to get to it.” So, you’re putting little-to-no energy or resources into your marketing efforts.

If you haven’t yet noticed, the response is probably not what you had hoped for. In reality, not everyone is buying what you’re selling; though, some are most definitely in the market. Others may one day, but today may not be that day.

Or you might have the pasta mindset – throwing handfuls of spaghetti against the wall … Continue Reading

Marketing Definitions 101

Do you experience a certain level of confusion when it comes to the myriad of marketing terms?  How about something as simple as the difference between the term ‘marketing’ and ‘advertising?’

You’re not alone. A good many use various related terms interchangeably. But, although they are similar, they refer to different actions.

It’s a good idea to distinguish the difference in order to communicate effectively with others in your organization and to better comprehend the nuances of your marketing strategies and activities.

While researching, I discovered the perfect analogy for this topic at Free Management Library. There, the writer cited a Reader’s Digest quote, which is the ultimate marketing alchemy and makes this subject very simple. I don’t know about you, but I like simple.

“… if the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday’, that’s advertising. If … Continue Reading

Why Should You Care About Your Bounce Rate?

I was speaking to a prospective client this past week and he said, “we definitely need to increase our conversions and our bounce rate is over 90%!” First reaction, YIKES! that is a really high bounce rate; no wonder they are not getting any conversions. As I started to explore and ask some questions of my expert team members, I learned a few things.Bounce Rate
Just so we are all on the same page, Google Analytics defines Bounce Rate as the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page.)

Your bounce rate is driven by so many different variables and honestly it depends on the goals and other KPI metrics that have to be considered along with what you are trying to achieve!

If your goal is to drive phone calls in a fast sales situation, the … Continue Reading

The Importance Of Handling Customer Reviews

From time to time, LocalDirective team members will share their views on a piece by an industry thought leader. Here, Vicki comments on an interview posted on the Marketing Sherpa Blog by Kayla Cobb, The Importance Of Handling Customer Reviews.

LocalDirective is a big supporter of and encourages our clients to gather as many reviews, stories and testimonials as possible from their customers and clients.  This interview conducted by Daniel Burstein, Marketing Sherpa’s Director of Editorial Content with Joseph Jaconi, General Manager of Tech Armor really resonated with me on the importance of listening to your customers and thoughtfully responding to build your brand and potentially transform your company into a much stronger competitor.

The interview focuses on the very competitive world of ecommerce, but this really applies and is a great practice for all businesses.  Gathering and responding to reviews is a wonderful form of public relations, Tech … Continue Reading

How Does Your Website Make People Feel?

One of my colleagues here at LocalDirective when asked to review a potential client’s website had this response,  “At first glance I feel like the font is yelling at me.  No bold.  Bold makes me feel even more like I am being scolded.”  I‘d venture to say, she did not feel there was a good user experience!  How many visitors do you think bounced off that website almost immediately?

There are two important website design elements when you think about your website:  The User Experience (UX) and The User Interface (UI) or Interaction.

Is your website clear and easy to use?  A powerful program that has a poorly designed user interface has little value.

There should be one primary goal per page and you should be asking these questions:

  1. Who is my ideal audience?
  2. Where do I want to send them on my site?
  3. What call to action will best
Continue Reading

How To Track Your Tradeshow ROI

From time to time, LocalDirective team members will share their views on a piece by an industry thought leader. Here, Vicki comments on an article in Marketing Profs How to Track Your Tradeshow ROI by Peter Symonds.

Last month I posted a blog article Where Should I Spend My Marketing Dollars…Tradeshows or Online Marketing?   I spoke about having the best of both the real and virtual world as nothing replaces the human interaction that occurs during a tradeshow.  A planned integration of digital support for your tradeshow will assure a strong ROI.  The first step to understanding your ROI is to set up goals to be measured.

150331-symonds-tradeshow-lgWhen I read the article, How To Track Your Tradeshow ROI , I thought it was a perfect follow on to my previous article. Tradeshows require a significant investment many times moving into five-figures!  When Marketing Profs surveyed business owners, 50% don’t measure … Continue Reading

Where Should I Spend My Marketing Dollars…Trade Shows or Online Marketing?

The answer may surprise you, especially coming from a strategic full service digital marketing agency.  How do companies bridge the gap between the real world and the virtual world?  How do they capitalize on the best of both worlds?

Lafayette IndianaToday’s buyers, whether B2B or B2C are more than 65% of the way through the buying process before they seek out a company or sales person to speak with.  They are definitely in control of their buying journey consuming lots of digital content, participating in social networks, attending conferences, events and trade shows.  How do you assure you stand out and gain mind share?

Let’s talk about trade shows…

They have become so very expensive, at a time when marketer’s need to show a strong return on investment (ROI).    It’s not only the fees for the trade show, the price of the booth, the collateral, travel, hotels, meals and most of … Continue Reading