Cajam Marketing, based in Millstone, New Jersey, recently received certification as a New Jersey Minority and Women’s Small Business Enterprise. As a local businesswoman, Cajam Marketing President Kathy Gould is proud of the SBE designation. “We are honored to join a strong network of women and minority business leaders in our community. Cajam Marketing’s clients include diverse businesses of every size across the country, but at the heart of it all, I am still a Jersey girl. Our local roots and Jersey can-do spirit have helped Cajam Marketing flourish,” Gould shares.
Well Versed in Many Industries
From welding supplies to bourbon, the Cajam Marketing team is well versed in marketing to a wide range of industries. Gould founded Cajam Marketing in 2001 with Linda Delp, a colleague and data analyst. “We combined our creative and analytic strengths to focus on data driven marketing,” explains Gould. “We started our careers in print advertising, before Google Adwords or Amazon shopping were a thing. Our strong foundation in offline marketing has really helped us excel and match pace with the ever-evolving digital marketing ecosystem.”
Delp and Gould are joined by a seasoned staff of writers, graphic designers, web designers, developers, data analysts and digital advertising experts. Cajam Marketing specializes in offline and online marketing, offering an array of services from website development to social media marketing. “Whether you need a banner and brochures for a tradeshow booth or a targeted email campaign for your business, Cajam Marketing does it all,” says Gould.
Giving Back to the Community
As a small business owner with deep ties to her community, Gould likes to give back. One of her “pet projects” is raising and training puppies as guide dogs for the Seeing Eye non-profit group of Morristown, NJ. Gould adds, “Having my own business gives me a little more flexibility to incorporate volunteer service into the work day. Plus, the Cajam team gets its fix of cuddling puppies, which is a great job perk. We are excited about our Small Business Enterprise certification because this will offer us more opportunities to work within our community and make a difference.”
About Cajam Marketing
Founded in 2001, Cajam Marketing is a full service consulting firm specialized in maximizing offline and online marketing initiatives through analytics. Services include web analytics, web design, email marketing, social media marketing, content marketing, digital advertising, affiliate marketing, marketplace marketing, print marketing and brand building. For more information about Cajam Marketing, visit www.cajammarketing.com
At the risk of over-sharing, here’s a tidbit about Cajam Marketing: our marketing team often talks in song lyrics, and just about any topic can inspire a tune. A recent discussion involving lots of charts and acronyms like ROI and AOV called to mind Bruce Springsteen’s “Human Touch,” “…just a little of that human touch…” (Cajam Jersey girls give extra points for Springsteen lyrics), as well as Rick Springfield’s “we all need the human touch…” For marketers, a brief musical flashback to a pre-digital era is a good reminder of the timeless quest for human connection.
In data-driven digital advertising, there’s a tendency to lose touch with the human side of marketing while sorting through numbers. We tally “conversions,” an impersonal term for a very human moment. A real live person needs something, looks for it and finds it on your website. Using emotions like trust and reasoning, this person decides you have the best solution, enters a payment method and clicks the order button.
Online retailers, in the absence of face-to-face interaction with shoppers, need to work a little harder to build a relationship with a website visitor. With a combination of song titles and marketing wisdom, here are a few tips to add the all-important human touch to the digital shopping experience.
“Make Me Feel Your Love”
Interpersonal Communication 101: Everyone wants to feel special and loved. (Go ahead, hum whatever song popped in your head about feeling special and being loved). Keep this basic human need in every step of your marketing plan.
What makes a customer feel special?
- A handwritten thank you note in the shipping box or post-purchase
- A free sample
- A non-salesy phone call, especially to diffuse a potential conflict like a shipping snafu
- “My account” customer registration to foster a sense of belonging. Amazon Prime membership is a prime example.
This handwritten postcard from Chewy.com adds a personal touch.
“Baby Hold On To Me”
Offer a tangible reminder of your brand. Send something your customer can hold onto like a friendly, well-designed postcard or branded swag related to your product line (like the mini pencils IKEA keeps in easy reach in its stores)
- A postcard mailer with an offer to a targeted list (we recently received postcards from HelloFresh, Chewy.com and Boxed.com, and guess what? They worked.
- A printed card with product tips, recipe, etc. included in the box
“Don’t You (Forget About Me)”
Continue to grow your customer relationship after the first sale. Post-purchase emails with tips related to the product and links to other relevant information like a blog article or idea book can strengthen your bond. Despite the “e” in “email”, an email can evoke a clubby feeling of community. A branded box and creative branded packaging are often retained for future use, keeping your brand name in sight.
Be the solution. In the simplest terms, every person who visits your website is in search of an answer. Helping someone solve a problem builds trust and gratitude. Be sure to focus on the benefits of your products, and pay attention to your visitor’s needs.
“The Power of Love”
If you show the love through genuine customer service, friendliness and care, your customers will love you back. A happy customer becomes a repeat buyer and a brand champion. Customers who feel connected to your brand will share their love with friends. Encourage customers to post photos and videos featuring your products on social media, write product reviews and spread the love.
Need marketing help? Cajam Marketing offers guidance, planning and creative resources to help you build your brand and grow your business. Contact us.