Marketing Advisor Newsletter


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Marketing Advisor Newsletter

  1. 1. MARKETING Your logo here ADVISOR ISSUE THIRTY-FIVE DIRECT MAIL WINS THE TRUST BATTLE! also in this issue: Tell it With an Infographic Are You Taking Advantage of Coupons?
  2. 2. Y ou’ve heard the expression “a picture is worth a Be inspired! Graphics need not be thousand words.” In today’s busy consumer culture, you boring. Data and content can be represented in unique and beautiful can often get your point across more effectively in a ways like these infographic examples. visual form than you can in running text.Tell It With an Enter the infographic. Infographics (or “informational graphics”) have become one of the hottest trends in content marketing. Using a collection of images, graphics, and text, infographics help readers scan and absorb information quickly. If you post your infographics on your website, infographics can also help boost your SEO efforts. This is because people like to link to infographics, and search engines rank pages, in part, based on the number of inbound links. The more people like the infographic, the more they will link to it. The more they link to it, the better your SEO. How do you create an infographic? Here are some simple steps. 1 Identify what story you want to tell. Your infographic needs a specific theme. Do you want to explain how a specific vitamin or food supplement impacts metabolism? Do you want to tout the benefits of a video series for helping adults speak a foreign language? What are you trying to accomplish? 2 Determine which facts will tell that story best. What data or images are available to make your point? Should you use data to illustrate it? How about a graphic? Not every supporting element has to include data points. You can use arrows. Conceptual graphics. Flow charts. Starbursts. 3 Pick a color theme. Bright, bold colors really pop and grab attention. 4 Engage your designer. Have your designer take the content elements and render them into a graphical format. 5 Keep it simple. You don’t have to tell the whole story in one infographic. You just want to get your point across. Remember, the point is to have people come to you for more information. So pose a question. Provide facts. Draw a clear, specific conclusion, and provide a clear call to action. If they want to know more, they can come to you! Infographics are a quick, easy way to engage your customers, present yourself as an expert, and educate your customers at the same time. Add them to your marketing kits, or to your website; use them as point-of-sale materials, or as handouts during sales presentations. Infographics are content marketing at its best! 20% Infographics are the Adoption of infographics is of B2B companies fastest up 1.5x use infographics. growing from 2011. photos © content type on the Web. Source: IDG “B2B Content Marketing Trends” 2012 1
  3. 3. W hich channel do you think your customers trust more? Direct mail or email? When it comes to trust, the answer is direct mail—and it wins hands down. According to a study from Epsilon, “The Even in this world of electronic Here are some other results from Formula for Success: Preference and Trust,” communications, Epsilon’s research the study that ought to make more than one-quarter of U.S. consumers continues to add to the compelling direct marketers cheer: (26%) say they find direct mail to be more volume of similar research that comes to trustworthy than email. Half (50%) say similar conclusions. Direct mail has power. 36% of consumers said they give direct mail more attention. Consumers see print as more trustworthy, direct mail is their preferred channel to Surprised? You shouldn’t be. Epsilon’s more compelling, and more reliable than receive financial services information;Direct Mail Wi data is consistent with research that has the world of ubiquitous email. Battle Hanns the “Trust” been coming out of the industry for years. Want to increase the power of direct 26% said direct mail is more ds Down Despite direct mail’s reputation mail even more? There are several steps trustworthy than email; for being “old school” or expensive, you can take. consumers continue to embrace direct First, you can divide your mailings into 50% said they pay more attention to mail. In fact, according to Epsilon’s demographic segments. This enables you postal mail than email; research, direct mail is consumers’ to target content to the specific needs top choice for receiving brand and preferences of different customer 60% said they enjoy checking the communications in almost every groups. By increasing the relevance of the mailbox for postal mail; category, from health to household message to your recipients, you increase products and household services, to the chances they will respond. Once 30% said they’re receiving more mail insurance and financial services, including you’ve done that, you can layer on data- that interests them compared to one year credit card offers. driven personalization (optional) based ago; and This preference extends to a surprising on what you know about recipients from demographic: 18–34 year olds. Even your database. Only 50% (down from 63% in younger consumers prefer direct mail Don’t have a database for targeting and 2010) said their mail volumes are increasing, over email. personalization? No problem. We can help indicating that marketers are improving their you purchase high-quality data very cost targeting efforts. effectively using any of the major list providers. Source: The Formula for Success: Preference and Trust (Epsilon 2011) So want your customers to listen closely? Start with direct mail. Target it. Print it. Send it! 60% of consumers say they enjoy checking the mailbox for postal mail. photos © 3
  4. 4. A re you taking advantage of the power of coupons? Storewide discounts and Here are five reasons that you everyday low prices are great, but there should not under-estimate the is something about a coupon that people really value of coupons: like. Middle income people. Rich people. High discounts. Low discounts. It doesn’t matter. 1 Coupons sell more than the product discounted. You may not make a ton People just like coupons. of money on the product or service you are discounting, but once you get those customers in the door, chances are they’ll walk out with more. According to fast.MAP’s annual Despite the proven power Marketing-GAP study (2011), 97% of of coupons, fast.MAP found U.K. consumers surveyed are using that marketers continue to 2 Coupons expand your market area. Consumers cannot resist a deal. When coupons. Moreover, a 20% face underestimate their value. In fact, the coupon is good enough, people will travel value is enough to motivate more for the seventh year running, the significant distances to redeem them. Once these than half of shoppers to redeem research firm’s Marketing-GAP shoppers are in the door, the rest is up to you. You Taking their coupons. A 50% face value survey found that marketers 3 Coupons steal business fromAre will motivate three quarters to expected fewer than one-quarter competitors. No matter how loyal redeem them. of consumers to redeem 20% consumers may be to their favorite brands, dvantage of This data is not alone. An A.C. coupons and less than three in 10 coupons have a powerful draw. With a coupon,A Nielsen study found that 60% to redeem 50% coupons. That’s many will try your brand at least once. of U.S. consumers actively look a big gap with consumers’ self- 4 Coupons? Coupons re-engage inactive customers. for coupons. An article in the reported behavior! Sometimes customers get lazy or Wall Street Journal (“In a Pinch, Coupons are a simple, disengaged with your brand. Coupons get Snip” 2012) found that 54% of U.S. inexpensive way to boost the customers re-engaged. 54% of U.S. shoppers surveyed said they had already stepped up use of coupons. 5 Coupons track and prove results. Coupons are one of the most trackable promotions. Use coupon codes to track the shoppers surveyed said they had power of your marketing. If you results of specific campaigns, marketing channels, or promotions. Or try serializing codes to track already stepped up use are looking for ideas to jumpstart not only the results of the larger campaign, but of coupons. Fast.MAP found your couponing efforts, give us a the behavior of individual respondents. that three in five consumers call. We are happy to help. redeem coupons “occasionally” and three in 10 redeem them “regularly.” photos © 5
  5. 5. MARKETING MAILING INFO ADVISOR Printer Name HERE Phasellus porttitor elit In hac habitasse platea Donec tempor nonummy de? eed a QR co QR C ODE FPO: N munications at each ComCall Great R -332-5555 978 About Us About This Issue One or two small paragraphs about you Programs used: Coating used: and your company. One or two small InDesign CS What kind of coating did you use to paragraphs about you and your compa- Illustrator CS print this issue? ny. One or two small paragraphs about Photoshop CS you and your company. One or two Computers used: small paragraphs about you and your Paper used: iMac company. One or two small paragraphs What paper did you use to print this about you and your company. One or issue? Press used: two small paragraphs about you and What kind of press did you use to print your company. One or two small para- Ink used: this issue? graphs about you and your company. What kind of ink did you use to print this issue? Bindery used: What kind of bindery did you use to print this issue?
  6. 6. D CASE STUDY id you know that you could spend less on a direct Let’s take a look at a real campaign produced for a travel company. Let’s call mail campaign and actually it Club Travel. In the past, Club Travel mailed static 30- to 72-page catalogs to see better results? It’s true. It’s hundreds of thousands of people. All of the catalogs were the same regardless of age, income or whether the person had purchased a travel package in the not about marketing less. It’s past. Recognizing the inefficiency of this approach, the company decided to about marketing smarter. try something new. Targeted Campaigns. Club Travel selected 20,000 high-value targets (chosen based on age demographic, income, home ownership and other factors) and createdDelivering More For Less personalized mailers based on customer status (active member, dormant member, prospect). It created custom messaging based on customer segment and layered on personalization by prospect or customer name. To boost effectiveness, it used a series of personalized e-mails to prime the pump for the offer and nudge non-responders into action. The results? Although the mailing was 80% smaller than in the past, by precisely matching the messaging to reach a prospect’s demographic profile, the campaign was far more relevant and more effective for each recipient. In fact, it generated a return of more than 10 times Club Travel’s initial investment in just the first month’s sales. The cost? The personalized self-mailer boasted a lower cost per piece than that of Club Travel’s typical catalog of trip options. In the end, this savvy marketer’s campaign was more effective, less expensive per piece and—as a nice side benefit—“greener” because the reduction in paper, energy use and solid waste resulted in a lower impact on the environment. Many marketers might say, “But I don’t have the depth of database this company had.” Not to worry. You can purchase highly qualified lists or append your database with key variables, such as income, homeowner status and even specific interests (fly-fishing, golf, antiques) for a nominal additional cost. If you invest in the right qualifiers, your return can be spectacular. Yet the total investment in the campaign can be less than you would have spent on a traditional direct mail campaign. A targeted campaign is also “greener” because the reduction in paper, energy use and solid waste results in a lower impact on the environment. photos © 9