Why We Don’t Believe in Facebook for Janitorial Supply Marketing

Facebook's new algorithm drops page reach to under 3%

Facebook’s new algorithm drops page reach to under 3%

For years we have been counseling our JanSan clients to implement a solid, integrated marketing program that involves many different tactics to reach customers, attract prospects, nurture relationships, and grow their business.

Naturally, participation in Facebook has become a small piece of this program, but we have always felt strongly that most marketing efforts should be put into other marketing activities.

Why?  Because we don’t see the return on the investment in the JanSan industry from Facebook efforts.  We see Facebook participation as “image” for the business, but certainly not worth significant time, energy or resources.

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Creating Footprints in the Brain

pix-footprint-brainAre you creating “footprints” in the brains of your customers and prospects?

The more times you get your name in front of your customers and prospects, the deeper and more lasting your image is in their minds.  When they are ready, you will be the first one they call.

In this world of numerous digital marketing tools, what is the best method to create lasting impressions of your company? 

In a study conducted by Millward Brown, “Using Neuroscience to Understand the Role of Direct Mail”, it was found that “greater emotional process is facilitated by the physical material than the virtual.”  In other words, hard copy … whether a postcard, ad, or sell sheet … will create more lasting impressions in the brains of your customers and prospects.

The study showed participants various advertisements in both printed format and on-screen.  While participants interacted with the material, brain scans assessed how they were processing the marketing messages.

The material shown on cards generated more brain activity suggesting that physical material is more “real” to the brain and is better connected to the memory because it engages with its spatial memory networks.

In summary, this study concluded:

  1. Tangible materials leave a deeper footprint in the brain.
  2. Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
  3. Physical material involves more emotional processing, which is important for memory and brand associations.

For years, JanSanOptimize.com has understood the value of printed materials in a marketing program.  See our website for our current customized postcard program that allows you to highlight three floor products in your inventory.

> Read the full Millward Brown study on “Understanding Direct Mail with Neuroscience”

> Distributors: Check out our “Summer Promo Postcard” offer