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How Can Marketing Keep Control Of The Brand?

March 18, 2013 Leave a comment

If you manage or work in a busy marketing department you likely know these scenarios.

  1. I need you to stop what you’re doing and design this custom (sales sheet, billboard, poster, print ad etc.).
  2. For some reason everyone’s business card looks different than your identity standards.
  3. Someone from sales just printed the old brochure design from 3 years ago instead of the new one

So how did things get so out of control? Thankfully there is a solution to gain back control of your time and your corporate identity. A web based ordering solution will address all of these scenarios and more. So how does it work? The web portal is how those you authorize will procure your companies marketing materials. It will contain products you authorize and templates that can be edited only as you have specified.

Product access is controlled by you. Some users are only able to access certain products while others you allow to access more or all. You control who can order what and how much customization they can have. You control which trusted vendors will produce which products.

You are removed from the proofing process because proofs happen in real time on the site based on your template rules. Order history is maintained in the system allowing you to track usage and see trends. Does this sound like a tool that can put you back in control of your company’s brand?

If you are looking for solutions to regain control of your brand and free up your design resources feel free to contact me any time for advice or to discuss your specific challenges.

Until next time!

To Your Success!

accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

Study: Direct Mail Most Effective for Non-Profits

August 22, 2012 Leave a comment

ATLANTA—A study carried out by research company Campbell River on behalf of the non-profit advisory body, Dunham+Company, found that people were more than three times as likely to donate after being contacted by direct mail than by e-mail.

The researchers asked people making a donation what had prompted them to make a contribution to the charity. The portion of people who were donating after receiving a direct mail appeal was 17 percent, more than three times higher than the 5 percent who had been prompted to donate by an e-mail.

Rick Dunham, CEO of Dunham+Company, described the results of the study as “a bit of a shock.” Dunham notes that recipients pay more attention to a physical object that comes into their mailbox than e-mail, which he points out is easily deleted.

According to the study, donors in the 40-59 age categories are the most responsive to direct mail—47 percent of them responded to receiving a letter by making a donation in 2012, which is a dramatic increase from 34 percent in 2010. Donors over the age of 60 also respond well to direct mail—24 percent of them donated in 2012 after receiving a letter, an increase of 6 percent since 2010.

Printing Impressions Magazine, 2012

Direct Mail vs. E-Mail in the Current Environment

July 25, 2012 Leave a comment

This is a re-post from “Eds Tips” by Ed Glaser

Direct Mail vs. E-Mail in the Current Environment

Direct Mail vs. E-MailThe purpose of this Tip is not to pit email against direct mail, but to explain why this is a particularly good time to lead off a multi-touch cross media marketing campaign with direct mail. As a cross media evangelist, I take every opportunity to further the principle that multi-touch cross media marketing campaigns are much more successful than any “one and done” campaign, no matter which media is chosen for such a campaign.

I believe that the time is right because of the proliferation of email these days, from 2007 to 2011 – email volume increased by 61%. I’m sure that you can see this in your own inbox. As the volume of emails reaching the inbox increases, the likelihood that recipients are opening and interacting with emails starts to diminish. How many emails do you delete without opening? This explains the slow and steady decline of email open rates over the last few years. The click rate for emails currently stands at only .12% according to the DMA’s recent 2012 response rate report. Also, please remember that “click rates” are not a reliable measurement of the success of an email campaign (see Ed’s Tip of 7-11-12).

Because of this glut of emails, many postal mail boxes have become uncluttered and the receptivity of direct mail by consumers is on the rise. Many companies believe that they are saving money by opting for emails in place of direct mail. Sure it costs less to send an email, but are they really getting their money’s worth? You would need to send a large number of emails as opposed to a very small number of highly targeted direct mails to accomplish the same result. As opposed to a .12% click rate, direct mail boasts an impressive 4.4% purchase or other significant activity response rate according to the same DMA Report.

Cross media campaigns that start with direct mail will “push” the recipient to a website or to a landing page more often than an email. Those that do not respond quickly, if they are properly identified as having a relevant interest in the offer, should be contacted by email to see if they will respond to that medium. If still unsuccessful, at least one more round of contacts, direct mail followed up by email, should occur. You need to remember, timing can always be an issue as to when the audience is triggered to action and ready to make a purchase decision.

This is the perfect time to send an email alerting the audience that their ideal offer is about to arrive in their postal box and also alert the sender to prepare to hear from their audience.

If you are interested in learning more about  mail piece tracking, or cross media campaigns give me a call and we’ll talk about enhancing the value of your next campaign!

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

What does your business card say about you?

June 26, 2012 Leave a comment

Front: The drops on this card look like water but…

Back: accuFoil- Up to 250 Foil colors in one Pass

I guess I take some things for granted that I shouldn’t. I recently printed some new business cards (I know, how exciting) and have been getting a lot of comments when handing them out. “Wow it looks wet”. “What is that shiny stuff?” and my personal favorite: “I’ve never seen anything like this!”

I especially love it when I’m at a business function handing out cards then notice those around me are showing my card to others in the room. They always keep it and I have folks I’ve never met come up to me and say “Can I get one of your business cards?”.

Business cards these days are so often taken for granted or even seen as obsolete BUT a unique business card can be a conversation starter and a powerful marketing tool.

So, stop taking it for granted. Take a look at your business card. What impression does it give about you?

 

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

Please Consider the Environment Before Using Print…

May 11, 2012 6 comments

Please consider the environment...I am sure many of you receive online statements from credit card companies, banks, utility companies and more. You also get lots of direct mail or “junk mail” advertisements just as I do. How often do you see companies touting “green” initiatives as their reason for pushing us to online statements and email communication?

I sure want to do my part to protect the environment and save the earth. I recycle, reuse, bike and walk when possible. I teach my children to do the same and why it is important. So, in our collective rush to do the right thing might we be getting misinformation? Might we be making poorly informed choices?

As a marketing consultant helping my clients navigate the myriad of options available, I am often asked about social media, email, mobile marketing and more. I make recommendations based on my clients goals and use all of these when and where appropriate and effective. Print, paper and mail though seem to now have a stigma as being synonymous with polluting the earth. This is due in part to companies, trying to reduce their costs, pushing us to email and the web. They do this by making us feel we are harming the earth by choosing paper and print.

“Please consider the environment before printing this email”. “Save a tree and go paperless with e-statments”. There are many more examples I am sure you can think of and they all have one common theme: Paper and print are bad for the environment. Well I am here to say ENOUGH of this misinformation. Lets get down to the TRUTH.

Regarding Paper, Did You Know?:

  • The paper industry plants 3 times as many trees as it cuts. There are more forests in the US today than 20 years ago.
  • Forestry is the most sustainable of all primary industries that provide energy and materials.
  • 11% of the world’s forests are used for paper, with the majority of wood fiber used to produce paper coming from waste products like wood chips, sawmill scraps and recycled paper.

Dr. Patrick Moore early member at founding of Greenpeace stated “To address climate change we must use more wood not less. Using wood sends signals to the marketplace to GROW MORE TREES!” From an environmental perspective the paper industry is a model for all others. The print industry too is following suite.

Regarding Print & Mail, Did You Know?

  • The U.S. print industry generates more than $100 billion in annual revenue and provides U.S. jobs for more than 100 million Americans. That is bigger than the US auto Industry we bailed out recently.
  • Print and mail drive commerce, provide jobs and educate our youth.
  • Studies show you’ll read printed information up to 30% faster while retaining more information than reading on a screen.

Now that you have heard the truth all I ask is this: Please don’t let anyone make you feel guilty for using paper or print to communicate with your customers, coworkers, friends or family. It is still the best option in many cases and is environmentally and socially responsible.

Please pass this information along and do your part to save the environment  and spur the economy.

For more  info on environmental responsibility of the print and paper industry please check out these links…

chooseprint.org
Video
paperbecause.com
acculink.com/greenInitiative

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

Make Your Next Direct Mail Campaign Go Viral!

April 13, 2012 Leave a comment

With social media and video marketing when a campaign goes “viral” it is considered marketing nirvana.  How is this possible with direct mail though considering the personal nature of the medium? This personal nature is one reason direct mail can be so effective. It is the only marketing channel that lets you so precisely target your audience and put something in their hand.

The keys to success in this medium are the same as ever: a good target list, good offer and relevant messaging. So how do you make a direct mail campaign go viral?

First consider this. There are more marketing channels available today than at any time in history. Use them to make your message shareable then make your message share worthy.

Incorporate as many relevant marketing mediums and channels into your campaign as possible:

On the mail piece you can include:

  • Personalized variable print or images
  • pURLs (Personalized URLs) a website that welcomes the responder by name and can include survey, contest entry or reply fields to gather more data
  • QR CODE (2D bar codes that when scanned by a mobile device makes the experience interactive)

On the web response form include:

  • Social media sharing (include links that allow recipients to share your offer with others)
  • Video (post a video and link it to your web page for better engagement)
  • A Survey form to capture more data and better qualify the prospect.

Be sure to capture other contact info like email and phone/cell number for lower cost future marketing efforts.

By using all relevant channels available you can increase the effectiveness and share-ability of your message and potentially create a viral campaign. Just remember to make your message resonate with the recipient.

Here is a helpful document if you are new to direct mail Direct Mail 101

Here is a great video that shows a new mail format and how it can include other channels Video

I am always glad to help marketers plan campaigns to maximize and measure results. Feel free to contact me as you consider your next marketing move.

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

InteliMailer Delivers a 30-50% Response Lift To Marketing Campaigns!

January 25, 2012 Leave a comment

Your customers and prospects have never seen anything like this! You thought it was just an envelope but…

Incredible, intelligent and attention grabbing. InteliMailer is used as a stand alone mail piece or integrated into complete cross media marketing campaigns that feature full color personalized letter packages, pURLS, custom landing pages, QR codes, mobile messaging and more. Watch this and see for yourself.

Contact me to learn more.

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com