Channel Surfing: Mastering Social Media

Another shop, Bridgeview, IL-based Rescigno’s Marketing Connections (formerly Rescigno’s Mailing Solutions) was renamed to better reflect the array of services that it offers. These services include social media marketing, fundraising campaigns, panoramic books and one-to-one communications.

For 19 years, Rescigno’s offered its customers guidance with their direct mailing efforts. With the addition of an HP Indigo digital press in 2010, Rescigno’s increased its range of services. It is able to print on substrates besides paper to better suit all of its clients’ marketing needs, including direct mail and marketing materials.

Owner Ron Rescigno is a big believer in the value of social media for supporting the growth of his own business, as well as delivering social media services for clients. “More and more, social media marketing elements like blogging and posting have become vital parts of our clients’ overall marketing strategies,” he observes.

Rescigno’s Marketing Connections needed to demonstrate that it could walk the talk. The company wanted to generate an online buzz so that it could be perceived as an expert and, ultimately, help its clients build their marketing strategies.

Rescigno’s has an active Facebook page that points friends and fans back to its blog content. In turn, the blog is kept up-to-date with design, list and direct mail tips. It includes recommendations on sizes, colors and finishes. It offers sample holiday appeals for fundraising and advice about how to handle donors in a fickle economy. YouTube videos discuss how to effectively integrate social media with other media.

“Within Facebook, Twitter and LinkedIN, we have worked to create a presence that engages our audience,” Rescigno points out. “Our expanded services and new approach to marketing have paid off. Sales are up 16 percent this year.”

Assess how to leverage social media for your business, walk the talk, and use it to engage with customers and prospects. PI