Why paper: Helpful tips from PDQ

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Consider direct mail advertising. For more help with your printing needs, please visit: http://www.pdqprint.com/

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  • And direct mail – catalogs, flyers, promotions – are a great example of this. The effectiveness of direct mail in capturing consumers’ attention has been the subject of numerous studies, and it has been proven time and again that people enjoy leafing through customer-oriented publications and seeing pictures of what they can buy. In fact, according to a study conducted by the U.S Postal Service,® consumers spend an average of 30 minutes looking at catalogs and 25 minutes with direct mail. What’s more, they eagerly await their arrival (can you say as much for most of your e-mails?). The same USPS® study revealed that 98% of consumers bring in their mail the day it’s received and 77% sort through it immediately .1
  • And they aren’t just looking either.  67% of the online population is driven by offline messages to perform online searches for more information on a company, service or product. Thirty-nine percent of those respondents then make a purchase.2 What’s more, another USPS study from the same
  • Why paper: Helpful tips from PDQ

    1. 1. Why paper?
    2. 2. Paper because…. <ul><li>What percentage of consumers actually read or skim advertising mail delivered to their home? </li></ul><ul><ul><ul><ul><ul><li>5% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>75% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>81% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>25% </li></ul></ul></ul></ul></ul>
    3. 3. Correct answer: 81% <ul><li>Junk e-mails are often sent straight to spam filters </li></ul><ul><ul><li>81% of consumers still read or skim their advertising mail </li></ul></ul><ul><ul><li>Pitney Bowes survey- 85% of business were pleased with their direct mail response rates </li></ul></ul><ul><ul><ul><li>Higher in 2009 than the previous year </li></ul></ul></ul>
    4. 4. Paper because…. <ul><li>Which advertising medium generates the highest response rates? </li></ul><ul><ul><ul><ul><ul><li>Direct Mail </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Magazine Advertising </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Newspaper Advertising </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Broadcast Media </li></ul></ul></ul></ul></ul>
    5. 5. Correct Answer: Direct Mail <ul><li>Efficient marketing medium </li></ul><ul><ul><li>Response rated typically measured in whole, single or even double-digit figures </li></ul></ul><ul><li>Magazine and newspaper rates usually measured in hundredths of a percentage point of the total audience reached </li></ul><ul><li>Broadcast media response rated measured in thousandths of a single percentage point. </li></ul>
    6. 6. Paper because… <ul><li>How much money did advertising mail contribute to the U.S. economy in 2009? </li></ul><ul><ul><ul><ul><li>$72 billion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$702 billion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$72 million </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$702 million </li></ul></ul></ul></ul>
    7. 7. Correct Answer: $702 billion <ul><li>Direct mail is less expensive than broadcast or other media and helps smaller companies compete with larger companies. </li></ul>
    8. 8. According to U.S. Postal Service ®¹ … <ul><li>consumers spend an average of 30 minutes looking at catalogs and 25 minutes with direct mail </li></ul><ul><ul><li>they eagerly await their arrival (can you say as much for most of your e-mails?) </li></ul></ul><ul><li>98% of consumers bring in their mail the day it’s received and 77% sort through it immediately . </li></ul>
    9. 9. <ul><li>67% of the online population is driven by offline messages to perform online searches for more information on a company, service or product. Thirty-nine percent of those respondents then make a purchase. ² </li></ul>
    10. 10. <ul><li>Paper is still effective in the Web Age by Gina Testa, Xerox www.dmnews.com/print-is-still-effective-in-the-web-age/printarticle/110508/ </li></ul><ul><li>Small Business Owners:  Print Ads Most Effective, Print in the Mix www.printinthemix.rit.edu/fastfacts/show/339 </li></ul>PAPER because… … 80% of people read or scan promotional material they find in their mailbox. 1 … print ads and editorial coverage were viewed as the most important advertising options by B2B customers. 2 … 61% of small business owners surveyed believe traditional marketing and advertising methods are more effective than web-based counterparts at bringing in customers. 2 … print continues to be the preferred medium for many consumers.
    11. 11. <ul><li>Reading on paper is 10-30% faster than reading online. </li></ul><ul><li>Paper is a better tool for fully assimilating information. </li></ul><ul><li>70% of individuals say it’s preferable and easier to learn from books than from a computer. </li></ul><ul><li>More than 63% of paper used in the U.S. was recovered for recycling in 2009. </li></ul><ul><li>The overall area of forestland today in the United States is nearly identical to what it was over a century ago. </li></ul>
    12. 12. <ul><li>Domtar has certified all of its pulp and paper mills, converting facilities and distribution centers to FSC, SFI, and/or PEFC Chain-of-Custody standards. </li></ul><ul><li>North America and Europe are home to 90% of the world’s certified sustainable forests. </li></ul><ul><li>There are an estimated 25% more trees in North America today than there were a century ago. </li></ul><ul><li>All Domtar facilities hold FSC Chain-of-Custody certification, meaning they comply with FSC’s Controlled Wood requirements. </li></ul>
    13. 13. <ul><li>Domtar EarthChoice ® is the largest family of environmentally responsible paper ever assembled. </li></ul><ul><li>Domtar EarthChoice ® enjoys the support of Rainforest Alliance and the World Wildlife Fund-Canada. </li></ul><ul><li>Domtar used over 100 million pounds of post-consumer fiber in its products during 2009. </li></ul><ul><li>Our mood will improve by up to 29% if exposed to a positive tactile feeling (like flipping over a postcard you’ve received to see who it’s from). </li></ul><ul><li>98% of consumers bring in their mail the day it’s received and 77% sort through it immediately. </li></ul>
    14. 14. <ul><li>The use of direct mail has increased 57% over the last 15 years. </li></ul><ul><li>Those who received a printed catalog from a retailer were twice as likely to buy online as consumers who did not. </li></ul><ul><li>67% of the population is driven by offline messages to perfom online searches for a company, service or product... 38% then make a purchase. </li></ul><ul><li>60% of senior executives say they turn to print when they want in-depth analysis. </li></ul><ul><li>61% of small business owners believe traditional marketing and advertising methods are more effective than web-based counterparts at bringing in customers. </li></ul><ul><li>64% of workers prefer ink on paper when it comes to reading. </li></ul>
    15. 15. <ul><li>The business card is the most powerful single business tool - dollar for dollar - that you can invest in. </li></ul><ul><li>Handwritten letters , printed photographs, and homemade crafts will never become obsolete or incompatible. </li></ul><ul><li>The look and feel of a handwritten note is incomparable and deeply personal. Compared to everything else electronic, paper stands the test of time. </li></ul>
    16. 16. <ul><li>We have printed documents dating back over two milennia that can still be read and enjoyed today. </li></ul><ul><li>Nearly one-third of us say they keep the special cards they receive “forever” . </li></ul><ul><li>The majority of U.S. adults feel that printed media is easier to read that something onscreen. </li></ul>

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