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Posts Tagged ‘marketing Strategy’

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

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

Why Are Sales & Marketing So Often At Odds?

January 17, 2012 Leave a comment

There is a long standing perception that marketing and sales are at odds with one another. Marketing departments often say “sales people don’t get what we do”.  Sales people often say “If marketing would just give us some good leads and materials we could close more sales.”

I consult with and sell marketing technologies and services to marketing departments and agencies. These technologies are designed specifically to integrate marketing channels, track and measure results and deliver qualified leads to sales in real time.

Since this benefits both sales and marketing you’d think it would be the bridge to bring them together. It can be but often the divide between the two is deep and long lived. Both often blame the other when results don’t materialize.

So what’s the solution? Accountability. We should all be accountable for what we do. Accountability diffuses the argument and clearly shows where blame belongs. When all is working it really isn’t important for sales to understand all that marketing does or vice versa. A culture of mutual respect can be built when efforts and results are measured and transparent. This can get all oars moving in the same direction.

How is this done? The technology we have today gives marketing departments the ability to integrate all media channels. Direct mail, Email, Broadcast, Print, Web, Mobile and more can be combined, tracked and measured for accurate determination of ROI. Leads can be qualified and delivered to the sales force in real time as it happens. This empowers everyone and holds all accountable with real numbers and accurate result reporting. It is hard to improve what you don’t measure.

Emerging technologies that track and measure all our marketing and sales efforts are the bridge between sales and marketing. What are your experiences with this subject? What have you seen or done that has worked to bridge the gap between sales and marketing?

Until Next Time,

To Your Success!

Accuchris

Chris Daniels

Contact me

3D UV Makes Your Marketing Really Stand Out!

November 22, 2011 1 comment

AccuLink's 3D UV technology lets you feel the print

There is some incredible new print enhancement technology that is so new it is available exclusively from one U.S. print manufacturer as of this post. The best way to describe it is “digital embossing”. Images and text almost jump off the page. Imagine being able to feel the scales of a lizard or the ridges of a basketball. Water droplets really look wet and come out at you. The possibilities are only limited by a designer’s imagination.

Check out this video http://youtu.be/J5xS_QYdNQs and feel free to contact me with any questions.

Until next time,

To Your Success!

Accuchris

Chris Daniels

800-948-4110