What’s Trending for Direct Mail in 2015?

 No matter what industry you’re in, December marks the start of some deep thinking over the same question – what does the year ahead look like? We look back at the months long gone, we rattle our brains over what it all means for the future, but it’s not always easy to read the signs. So, in this blog post, we’re going to take the guesswork out of it for you and break down 2015’s direct mail trends. Happy reading!

Trend #1: You Are Here

Directions are a lot easier to understand if you know exactly where you’re beginning. In the case of a potential customer, that would be their home. Cue the individualized maps! If you’ve planned to include a map in your DM pieces to show a particular end point, why not go the extra mile and show just how to get there, too? Variable data can be used to create a detailed “You Are Here” map that can be tailored to each prospects whereabouts. Just imagine the foot traffic that extra step could drive!

Trend #2: Seek Out the Ladies

This is the new golden rule for non-profits, in particular. Earlier this year, data was released showing that 64% of all charitable gifts are made by women. Not only are they more likely to donate, the data also revealed that women are more likely to make larger donations than their male counterparts, as well. That doesn’t mean you should tailor your whole campaign to appeal to a female audience, but just keep the ladies in mind. They’re going to be your friends in 2015.

Trend #3: Multiply Your Efforts

There are some things in life that are just better when there’s more.  Marketing is one of those things, and this year we can expect to see more businesses combiningdigital and traditional marketing efforts to make a greater impact on their prospects. It’s easy enough to do with the quick addition of QR codes or PURLs, so do yourself a favor and give it a chance. We’re guessing you’ll be happy with the results.

Trend #4: Look Pretty

Yep, it’s as easy as that – beautify your DM pieces. Now, that doesn’t mean you have to add flowery elements or swap your typeface out for something long and curvy. Think clean, classy and visually appealing. For a more subtle change, a simple colorswap could make your message more powerful. Most things in modern life are cluttered enough, do yourself (and your prospects) a favor by de-cluttering your mailer and putting the emphasis on simplicity.

 Trend #5: Adding In the Icons

When we say icons, we of course mean the modern pictograms representing Facebook, Twitter, and other social channels. In the digital age, those little icons have become powerful tools of communication. Their presence is a call-to-action in a sense. It says quickly and quietly to a prospect that they can still find your business on X,Y, and Z networks if they toss your mailer. That’s one more way to grab the attention of potential customers without compromising much space, so why wouldn’t you add your icons?

So, how will you use these trending tactics? Share your thoughts with us in the comments! 

University of Oregon's Marcus Mariota Wins The 2014 Johnny Unitas Golden Arm Award®

University of Oregon quarterback Marcus Mariota has won The Johnny Unitas Golden Arm Award^Ò, presented annually by the Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica to the nation’s top quarterback who best exemplifies character, scholastic and athletic achievement.

After 14 weeks of play, Mariota has completed 229 of 334 passes for 3,470 yards (69% completion rate) throwing for 48 touchdowns with just 2 interceptions and a QB rating of 190.2. The Honolulu native led the Pac-12 quarterbacks in rushing yards with 636. Mariota ranks fifth in the nation in total offense, averaging 342.2 yards per game and he has been selected as the Pac-12 offensive player of the year.

“Marcus is as humble and gracious off the field as he is poised and electrifying on it,” said Andy McNamara, Assistant Athletic Director for the University of Oregon. “He is an exceptional ambassador for not just the football program, but the University of Oregon as a whole.”

Candidates for the Golden Arm Award – which has been presented at the end of each college football season since 1987 – must be college seniors or fourth-year juniors on schedule to graduate with their class. In addition to the accomplishments on the field, candidates are judged on their character, citizenship, scholastic achievement, and leadership qualities.

With the season coming to an end, the Johnny Unitas Golden Arm Educational Foundation, Inc. would like to thank longtime partner Transamerica, as well as 120 Sports, a first-of-its-kind live-streaming digital sports video programming network, in promoting this prestigious honor. As the media partner, the goal at 120 Sports will be to tell the stories that surround the selection of candidates, profiling their football career and community involvement as a member of their football program.

Mariota’s achievements will be honored on Friday, December 12, in Baltimore, MD. For the 2014 Golden Arm Award ceremony, The Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica are happy to be returning to The Embassy Suites Baltimore Inner Harbor Hotel and Grand Historic Venue. NFL Hall of Famer, former Baltimore Colt, and the great Johnny Unitas’ favorite target – Raymond Berry – will deliver the keynote remarks at this year’s event.

Past Golden Arm Award winners include: Peyton Manning (Tennessee, 1997); Carson Palmer (USC, 2002); Eli Manning (Ole Miss, 2003); Matt Ryan (Boston College, 2007); Colt McCoy (Texas, 2009); and Andrew Luck (Stanford, 2011).

Proceeds from the event help support the Johnny Unitas Golden Arm Educational Foundation, Inc. The Foundation provides financial assistance to underprivileged and deserving young scholar-athletes throughout Maryland and Kentucky.

In addition to Transamerica, sponsors of the Golden Arm Award include: Andretti Sports Marketing, Athlon Sports, 120 Sports, The Babe Ruth and Sports Legends Museum, Baltimore Sun Media Group, Bloomberg Television, Century Engineering, Coach for America, Comcast, Dunbar Armored and Dunbar Cybersecurity, The Embassy Suites Baltimore Inner Harbor Hotel and Grand Historic Venue, Haddock Investments, HMS Insurance Associates, Inc., Metropolis Funding, PSAV, Panini, SILKS, Tray Inc., The Scott Garceau Show, MedStar Union Memorial Sports Medicine, VPC Inc., Weiss PR, Woodberry Kitchen, Wilson Sporting Goods, and ZBest Executive & Global Transportation Services.

To learn more about The Johnny Unitas Golden Arm Award^Ò visit:

http://www.transamerica.com/about_us/johnny_unitas_golden_arm_award.asp 

http://www.goldenarmfoundation.com/

Additionally, please follow the conversation on Twitter: @GoldenArmAward or use the hashtag, #GoldenArmAward.

The Hottest Holiday Direct Mail Tactics This Season

Holiday mailing is in full effect! But, if you’re like many businesses, you may only be on your second or even first round of mailers. Don’t worry, that’s good news! It means there’s still time to perfect the ideal seasonal direct mail piece. Perhaps you know that your mailer is tried, tested and true, but if it’s time to switch up your methodology, take a beat from these on-trend tactics:

1. Medium Is In

Medium-sized direct mail pieces are winning the show. Since 2010, nearly 71% of mailed offers were medium in size, one third of which used a #10 envelope. The trend is sure to continue through the holiday season. Medium pieces are big enough to stand out amongst other items, but not so large that they become a nuisance in the mailbox (It also doesn’t hurt they they’re healthier for your budget, too).

2. Make a Statement

Yes, of course, a clear call-to-action should always be a key component to your mailer, but that’s not the kind of statement we’re talking about here. If you consider the fact that your mailer is sure to be just one of many in a colorful stack of holiday mailers, it becomes clear why it’s that much more important to make a strong statement with the mailer itself. Think bright colors, catchy phrases, unique shapes, or a haptic element – anything to stand out and make your piece more unique.

3. Give Consumers a Present

It is the season of giving after all! Give your consumers, or potential consumers, a gift! Whether that come in the form of tempting discounts, offers, or a small item sent with your direct mail piece. In the words of Don Corleone, “…Make him an offer can’t refuse.”

4. Mail Frequently

Once is nice, but twice is better, three and they’ll finally buy that Christmas sweater. Okay, okay, we just made up that saying, but it fits the moral of point number four well. Consumers are being bombarded with offers during the holiday season so be sure to mail regularly to keep your business fresh in the mind.

We want to know – what tactics are you planning to use in your holiday mailers this season? Tell us in the comments! 

Five Finalists Remain For The Johnny Unitas Golden Arm Award

The annual competition to select the top college quarterback in the nation has been narrowed from an original field of 27 to five finalists for The Johnny Unitas Golden Arm Award.

Named after the man many refer to as the greatest quarterback ever to play the game of football, the prestigious Golden Arm Award is presented annually by the Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica.

The five finalists for 2014 Golden Arm Award are:

• Brett Hundley (UCLA) – After 10 weeks of play, Hundley has completed 191 of 269 passes for 2,245 yards (71% completion rate) throwing for 15 touchdowns with just 4 interceptions and a QB rating of 151.5.
• Cody Kessler (USC) – After 10 weeks of play, Kessler has completed 207 of 297 passes for 2,548 yards (69.7% completion rate) throwing for 25 touchdowns with just 2 interceptions and a QB rating of 157.5.
• Marcus Mariota (Oregon) – After 10 weeks of play, Mariota has completed 169 of 248 passes for 2,541 yards (68.1% completion rate) throwing for 26 touchdowns with just 2 interceptions and a QB rating of 171.1.
• Bryce Petty (Baylor) – After 10 weeks of play, Petty has completed 132 of 241 passes for 2,034 yards (54.8% completion rate) throwing for 20 touchdowns with just 3 interceptions and a QB rating of 165.7.
• Dak Prescott (Mississippi State) – After 10 weeks of play, Prescott has completed 131 of 215 passes for 2,016 yards (60.9% completion rate) throwing for 16 touchdowns with 7 interceptions and a QB rating of 141.8.

 

Candidates for the Golden Arm Award – which has been presented at the end of each college football season since 1987 – must be college seniors or fourth-year juniors on schedule to graduate with their class. In addition to the accomplishments on the field, candidates are judged on their character, citizenship, scholastic achievement, and leadership qualities.

 

This season, the Johnny Unitas Golden Arm Educational Foundation, Inc. has again teamed with longtime partner Transamerica, as well as 120 Sports, a first-of-its-kind live-streaming digital sports video programming network, in promoting this prestigious honor. As the media partner, the goal at 120 Sports will be to tell the stories that surround the selection of candidates, profiling their football career and community involvement as a member of their football program. We are very excited about this partnership.

 

NFL Hall of Famer, former Baltimore Colt, and the great Johnny Unitas’ favorite target – Raymond Berry – will deliver the keynote remarks at this year’s Golden Arm Award ceremony.

 

Past Golden Arm Award winners include: Peyton Manning (Tennessee, 1997); Carson Palmer (USC, 2002); Eli Manning (Ole Miss, 2003); Matt Ryan (Boston College, 2007); Colt McCoy (Texas, 2009); and Andrew Luck (Stanford, 2011). 

 

Proceeds from the event help support the Johnny Unitas Golden Arm Educational Foundation, Inc. The Foundation provides financial assistance to underprivileged and deserving young scholar-athletes throughout Maryland and Kentucky.

 

This year’s winner will be announced on December 8, 2014 and The Johnny Unitas Golden Arm Award will be presented at a ceremony on Friday, December 12, in Baltimore, MD. For the 2014 Golden Arm Award ceremony, The Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica are happy to be returning to The Embassy Suites Baltimore Inner Harbor & Grand Historic Venue.

 

In addition to Transamerica, sponsors of the Golden Arm Award include: Andretti Sports Marketing, Athlon Sports, 120 Sports, The Babe Ruth and Sports Legends Museum, Baltimore Sun Media Group, Bloomberg Television, Century Engineering, Coach for America, Comcast, Dunbar Armored and Dunbar Cybersecurity, The Embassy Suites Baltimore Inner Harbor & Grand Historic Venue, Haddock Investments, HMS Insurance Associates, Inc., Metropolis Funding, PSAV, Panini, SILKS, TRAY, The Scott Garceau Show, MedStar Union Memorial Sports Medicine, VPC Inc., Weiss PR, Woodberry Kitchen, Wilson Sporting Goods, and ZBest Executive & Global Transportation Services.

 

To learn more about The Johnny Unitas Golden Arm AwardÒ visit:

http://www.transamerica.com/about_us/johnny_unitas_golden_arm_award.asp 

http://www.goldenarmfoundation.com/

 

Additionally, please follow the conversation on Twitter: @GoldenArmAward or use the hashtag, #GoldenArmAward.

Make the Most of Your Print Marketing – Track It!

What’s your most successful print piece? Could you say without a doubt, or would it all be a guessing game? If you’re unsure where and how your ad dollars are going, it’s time to learn one of the most important tricks of the trade – tracking your print marketing ROI.

Check your call-to-action. What do you want your prospects to do with your print piece? How strong is the message, and is it clear enough that recipients will know what to do next? The call-to-action is vital and will serve as the core of your ROI tracking efforts. Be sure to include it on any and all promotional pieces.

Choose your tracking strategy. There are many choices when it comes to tracking the source of sales and leads. However, some of the most popular, and most successful, include customized website landing pages, QR codes, and coupon or promo codes tied to special offers.

Set up a control. In order to set a control, you need to track all of your print pieces at the get-go to see which campaigns are most successful and which are not. That way when it comes time to re-order from your print company, you know which offer performed best and can use it as the control piece. Now all that’s left to do is make adjustments to the weaker pieces using a new code.  

At the end of the new campaign, compare the results against the control. If the new campaign has performed better, it will replace the old control and the next campaign will be run alongside it to try to further improve response rates and ROI.

The Big How-To. Ok, now that you know what the basics, here’s how to track your ROI:

1.       Website Responses

·         Track web responses through PURLs (personalized landing pages), complete with a code customized for each user. PURLs can help guarantee more consistency between print and electronic media, but you can also use analytic tools, such as Google Analytics, to track the flow of the customer buying process.

2.       Response Codes

·         QRcodes, coupons and promos can all be used to track responses. The best way to encourage prospects to actually use them? Offer them something good. The better the offer, the more likely consumers are to use them, which in turn means, the more clear your ROI results will be.

Bonus Tip: When handing out materials, use a location-specific code so that you can see which regions are most responsive to your product or service.

So remember, get cracking on your ROI tracking and soon you’ll be seeing the fiscal rewards!

Do you have a great tip or strategy on tracking ROI you’d like to share? Tell us in the comments!

The 2014 List Of Candidates For The Johnny Unitas Golden Arm Award Cut To 15

The initial Top 27 Watch List for The Johnny Unitas Golden Arm AwardÒ in 2014 has been reduced to 15 of the country’s top college quarterbacks.

  

Remaining candidates for the prestigious annual award – named after the man many refer to as the greatest quarterback ever to play the game of football – are:

  

• Anthony Boone, Duke
• Shane Carden, East Carolina
• Rakeem Cato, Marshall
• Connor Cook, Michigan State
• Cody Fajardo, Nevada
• Connor Halliday, Washington State
• Kevin Hogan, Stanford
• Brett Hundley, UCLA
• Cody Kessler, USC
• Sean Mannion, Oregon State
• Marcus Mariota, Oregon
• Bryce Petty, Baylor
• Dak Prescott, Mississippi State
• Jake Rudock, Iowa
• Bo Wallace, Ole Miss

 

  

The Golden Arm Award is presented by the Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica. The award has been presented at the end of each season since 1987 to the nations top college quarterback, based on his accomplishments both on and off the field.

 

 

“The Johnny Unitas Golden Arm AwardÒ considers character, citizenship, integrity, leadership, and honor – characteristics that were displayed by my father and are highly valued by Transamerica– to be every bit as important as the quarterback’s completion rate or number of touchdowns scored,” says John C. Unitas, Jr., President of the Johnny Unitas Golden Arm Educational Foundation, Inc.

 

 

This season, the Johnny Unitas Golden Arm Educational Foundation, Inc. has again teamed with longtime partner Transamerica, as well as 120 Sports, a first-of-its-kind live-streaming digital sports video programming network, in promoting this prestigious honor. As the media partner, the goal at 120 Sports will be to tell the stories that surround the selection of candidates, profiling their football career and community involvement as a member of their football program. We are very excited about this partnership.

 

 

In 2014, The Johnny Unitas Golden Arm AwardÒ will be presented at a ceremony on Friday, December 12, in Baltimore, MD. For the 2014 Golden Arm Award ceremony, The Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica are happy to be returning to The Embassy Suites Baltimore Inner Harbor & Grand Historic Venue.

 

 

Proceeds from the event help support the Johnny Unitas Golden Arm Educational Foundation, Inc. The Foundation provides financial assistance to underprivileged and deserving young scholar-athletes throughout Maryland and Kentucky.

 

 

The namesake of the Golden Arm Award has a storied history. Johnny Unitas was an 18-year veteran of the NFL, who played his collegiate career at the University of Louisville before joining the Baltimore Colts in 1958. His career passing figures include 2,830 pass completions for 40,239 yards, 290 touchdowns and throwing a touchdown pass in 47 consecutive games.

 

 

Unitas was inducted into Pro Football’s Hall of Fame in 1979. The Hall of Fame, in commemorations of the NFL’s 25th, 50th, and 75th anniversaries selected Unitas as the top quarterback of all-time. In turn-of-the-century listings, he was named to Sports Illustrated’s list of top 10 athletes, Time Magazine’s list of 10 most influential athletes, and ESPN’s series on the 50 greatest athletes of the century

 

 

“Despite my Dad’s outstanding accomplishments, he never forgot his humble beginnings and that won him a permanent place in the hearts of everyone who ever knew him,” says Unitas, Jr. “Giving life to his commitment to ‘give back,’ the Johnny Unitas Golden Arm Educational Foundation, Inc. was established to promote football on all levels by providing financial aid to deserving young athletes.”

 

 

In addition to Transamerica, sponsors of the Golden Arm Award include: Andretti Sports Marketing, Athlon Sports, 120 Sports, The Babe Ruth and Sports Legends Museum, Baltimore Sun Media Group, Bloomberg Television, Century Engineering, Coach for America, Comcast, Dunbar Armored and Dunbar Digital Armor, The Embassy Suites Baltimore Inner Harbor & Grand Historic Venue, Haddock Investments, HMS Insurance Associates, Inc., Metropolis Funding, PSAV, Panini, Tray Inc., The Scott Garceau Show, MedStar Union Memorial Sports Medicine, VPC Inc., Weiss PR, Woodberry Kitchen, Wilson Sporting Goods, and ZBest Executive & Global Transportation Services.

 

 

  
To learn more about The Johnny Unitas Golden Arm Award, visit:

http://www.transamerica.com/about_us/johnny_unitas_golden_arm_award.asp 

http://www.goldenarmfoundation.com/


Join the conversation on Twitter at #GoldenArmAward

Tray Inc. Joins Monumental Sports as Print Partner

Tray Inc. is pleased to announce partnership with Monumental Sports:

"We are proud and delighted to be associated with Monumental Sports and its tradition of excellence in the DC area," said Brian Burlace President and Chief Executive Officer, Tray Inc. "We look forward to using our extensive array of printing resources as we work to support their exceptional brands. We are an ideal match for their many events that demand high quality and quick turn times."

Thank you to Bob Rossi for the warm welcome!

I am pleased to have Tray Inc. join the Monumental Sports team as a valued print partner for the Washington Capitals, Wizards and Mystics. Tray has been a terrific company for over 44 years in the D.C metro area. I am looking forward to working very closely with Tray to enhance and deliver our branded messages. Tray will produce all of our Capitals and Wizards game day programs as well as assist us with our everyday needs such as concourse signage, commercial printing and promotional products. We look forward to a long partnership with the Tray team.

 - Bob Rossi Director, Corporate Partnerships at Monumental Sports & Entertainment

 

L to R: Barry Trotz, Mile Thibault, Michael Mollot, John Long, Randy Wittman

 

 

That’s a Wrap – Time to Prepare for the Holidays

Summer is on its way out the door, so you have a plan for holiday season, right? “But, it’s only September?!” you might be saying. Correction – it’s already September. Mid-way through September, might we add, and that means that if you haven’t started planning for your holiday mailers yet, you need to stop puttering around on blogs and get going already! Here’s a little nudge to get you going on the right path:

Aim to Send in Early to Mid-November. You want to get the attention of prospects early, before their mailboxes are overflowing with direct mailers – at which point most of those well-planned pieces will go straight from mailbox to trash bin, never having been seen. Begin prep work on your holiday pieces now, so that you can be sure they are clean, neat and finished by November. Be sure to contact your direct mail company early in the process to set deadlines and goals.

Be Jolly. You may be thinking Football season and bonfires now, but mentally fast forward to Thanksgiving as you prepare your piece. The holiday season is supposed to have a warm, festive feel so make sure your piece reflects that.  Add something fun and interesting to your mailer, or an incredible offer, to standout among all the other shiny glittering offers in the mail box. It is the season of cheer, so give your prospects something to be cheerful about!

Create, Send, Repeat. Repetition is key during the holiday season. Shoppers and customers are busy and distracted with the chaos of the season, so you have to give them a gentle reminder every now and then. If you’re first mailer goes out early, you’ll have plenty of time to send multiple rounds without pestering your prospects.

Befriend the Internet. Using direct mail to drive online traffic is a tried and true effective marketing technique. Be sure to include information about your online presence on your mailer. That way, you’re not only targeting the traditional brick and mortar shoppers, but the internet-savvy demographic, as well. Boom. That’s what we call the DM one-two punch.

How have you started planning for the holidays? Tell us in the comments! 

Color Your Mailer Successful

Your direct mail piece says a lot about your business. Literally – name, contact information, a call-to-action, but it’s also saying something more. Something you may not have even realized yourself. It’s subliminally stirring up an emotion within your prospects. How? Color.

The colors you use on your mailer could be sending a stronger message, or a conflicting one. Don’t believe us? Studiesshow that full-color ads are 26% more likely to be given further attention than their black and white counterparts. So, it’s no wonder that smart marketers use color strategically to enhance their message.

Here’s the breakdown:

Red - Stimulates the appetite and encourages action. Red is often used for restaurants and to target impulse shoppers.

Blue – Although the most popular color, blue is preferred by men. It promotes a sense of productivity and security and is seen as being non-invasive.  

Orange – Want your product or business to seem like a better value? Orange is the way to go.  

Green – Green is primarily associated with health, nature, and, of course, wealth.

Grey – When used in moderation, grey offers a sense of intelligence, conservatism and solidity.

Black – Represents sophistication and power, but can quickly become overwhelming to the senses. Use wisely!

Pink – Pink may just be the most complicated color in the spectrum. It evokes different reactions from men and women and induces various effects. Women feel empowered around the color pink, men become calm and less aggressive. It is used to both calm and energize. Additionally, pasties and sweets “taste better” when served on a pink plate due to the color’s ability to induce sugar cravings.

And two words from the wise:

• If you’re targeting a younger crowd aim for bright, vivid colors. If you’re focused on the elderly, go for subdued hues.
• Choose only a few contrasting colors. The greater the contrast the more impact it will have.

Now that you know the insider secrets, are you sure your colors are saying what you want? If you want your next mailer to have maximum punch using color marketing, talk to us about creating the perfect piece to suit your needs!

Save Money on Your Direct Mail Campaign

Are you spending too much on your direct mail campaigns? The answer is probably yes. There is plenty that you can do to save a bit of hard-earned cash on your mailers; it’s just a matter of knowing where to start. Think of this as your rulebook to a more profitable campaign.

Tip #1: Narrow Down Your Mailing List

Really, what are the chances that a high-powered Manhattanite is going to purchase your commercial-grade farm equipment? So why would you waste money sending a mailer to this type of person?  Refining your mailing lists will save you a lot of money and target prospects who are more likely to convert into customers. And don’t forget past customers, as well! It isn’t just about expanding your customer base, it’s also about retaining past purchasers.

Tip #2: Tweak the Size of Your Mailer

You may have requested that a piece be made to fit particular dimensions, but is it absolutely necessary that your mailer be that exact size? Your print vendor may be able to help save you big bucks simply by making teensy size alterations. Why, you ask? Depending on the dimensions of the mailer, your printer may be able to use a different, more cost-effective, press that won’t sacrifice quality but will make a difference in price.

Tip #3: Be Realistic About Needs

It may not be necessary to put a big dent in your budget depending on the goal of your message. Rather than creating a colorful mailer with all of the bells and whistles, could your goal be achieved by sending a simple, personalized letter to a core group? Letters are less expensive than many other alternatives. Consider what type of campaign would be best to help your business be successful in its campaign.

Tip #4: Use and Reuse

You remember that template from your last campaign? Yeah, it’s still good. You can reuse both your template and your mailing list again. Most experts agree that companies aren’t getting enough mileage out of their materials. So safe yourself some money by making a few small changes and send them back out!

Tip #5: Seek Professional Help

Does this all seem like too much? Maybe you’re just too busy to be bothered. If that’s the case, the best thing you can do is partner with a print company that you trust. We’ve prepared countless direct mail campaigns and have more than a few insider secrets to keep your costs low. All you have to do is ask! It can’t get easier than that.

With these budget-minded tips and tricks, you’ll soon find that stretching your marketing dollars further is simpler than you may have thought. Contact us today to get started saving! 

QR Codes: Where and How to Use Them

(Photo courtesy of Wikimedia Commons)

So, if you’re toying with the idea of addinga QR code to your next direct mail campaign, here’s what you need to know:

QR Codes Work

There is still some debate as to the effectiveness of QR codes. Some say they don’t pull in the numbers, others say they do. What’s causing the controversy? Many direct marketers aren’t using the technology correctly. However, when QR codes are smartly placed and properly used, the results speak for themselves. A 2013 report from ScanBuy shows 6.7 million scans in just one month.

They’re Not Limited to Retailers

Sure, QR codes are great for retailers. You scan, you get a coupon, BAM. Your chances of turning a prospect into a customer just skyrocketed. However, that’s not the only industry that benefits from the use of QR codes. Restaurants, such as The Melt, are now using the tech to allow their customers to quickly place an order. They scan the code as they walk in and before they are seated their order is already on the grill.

The use of QR codes even extends as far as the big screen. Producers used QR codes to help promote the 2010 movie Inception by placing them on t-shirts, posters, and other merchandise for consumers to scan. The code took them to website titled ‘What is Dream Share?’ - a page specifically designed to add intrigue and suspense prior to the big release date.

But There Are Limits

Ok, let’s get something straight here. QR codes can be great, but they do have their place and that place is not on the side of a speeding bus. How could anybody scan a code if it’s flying by them at 45 mph? Nor does it pay to place one on a poster in a subway station, where mobile service is questionable at best. Always keep accessibility in mind, and use the same logic when considering placement on your postcards and mailers. You won’t see any gain if your prospects can’t access the code.

With a well-considered strategy, QR codes can provide a wealth of opportunity you otherwise may have missed.

What’s your take? Have you come across any particularly innovative or creative QR codes? Tell us about it in the comments!

How to Create a Successful Direct Mail Campaign Timeline

So much to do, so little time! At least that’s what it feels like when you’re gearing up for a new direct mail campaign. Between the time you decide a new campaign is in order and the moment your DM pieces hit mailboxes, there’s a lot that needs to happen. How can you help manage stress and stay on track? Keep your campaign organized with a well-planned timeline. Here’s how to create your own:

1.) Look at the Big Picture

When planning a new campaign, the first thing you should do is consider the timing. What are you selling or promoting? Air conditioning services, for example, are best marketed just as the weather starts warming up. Always keep seasonality, as well as holidays, in mind.

2.) Get Creative

About four months from the time you plan to send mailers for your new campaign, gather your team or grab a strong cup of espresso - whatever your method is of brainstorming - and get those ideas generating. Think about the goal of your campaign. Is there a promotion or event you can organize to help you attain it? Do you want to use a unique feature or freemiums to draw attention to your mailer? Get creative and take good notes!

3.) Brush Up Your Database

Did you know that it costs roughly six times more to acquire a new customer than to retain an old one? That’s why it’s so important that you make sure to include any and all past customers on your mailing list, in addition to reaching for new audiences. A well-made mailing database is vital to achieving campaign success. If you’re not sure how to build or enhance your database, a qualified professional can help you create a comprehensive list and find the most cost effective way to deliver your pieces.

4.) Get the Deliverables In Early

After you’ve decided what the goals of the campaign will be and how you plan to achieve them, get in touch with us at least two months in advance of the target delivery date. The success of your mail campaign relies on perfect timing, and that means timely delivery of mailing lists, due dates, target delivery dates, and artwork sent in a compatible format. It takes time to review those materials and generate a time estimate. You don’t want to procrastinate and miss your target delivery date, or end up compromising quality in order to meet time constraints.

5.) Check and Double Check the Blueline

After receiving your artwork and files, you’ll receive a blueline and color proof that will need to be reviewed and approved. Be sure to carve out the time you need to thoroughly review it, because any errors on the blueline will end up on your printed materials. Pay attention to everything you see – copy, line breaks, page breaks, borders and cropping. Aim to have the blueline reviewed and approved about 45 days before it’s due to be sent out.

6.) Measure the Responses

Congratulations! Once your mailers hit the post truck, the tough part is over and done. Now all that’s left to do is measure the response rates. Expect the biggest boom in the first two weeks after delivery, but leads may trickle in for up to six months afterward. Use your measurements to gauge how successful your campaign was and how you can use those results to improve your next one.

How do you organize a campaign timeline? If you have any other tips or suggestions, tell us in the comments! 

The Marriage of Print and Digital Marketing

(Photo courtesy of sxc.hu)

Enough with the debate over print or digital marketing already! We know that direct mail marketing is still the king and digital marketing is coming in strong, but the newest theory is that together they’re a powerhouse of success. And it makes sense. Think about the fact that direct mail still boasts the lowest cost-per-lead and the highest conversion rates. Now, consider the creativity and personalization that digital marketing can provide. Bring them together and boom! You have an unstoppable marketing campaign.

Understanding the Union

We could ramble off a dozen reasons for choosing a mailer with digital elements vs. strictly digital, but honestly, the truth is in the numbers. Generation Y is much more greatly affected by traditional media than digital. In a recent poll, nearly half of the Gen Y’ers surveyed better retained information from a print ad, whereas not even a quarter said the same about digital. However, with 62% of young people accessing the internet daily, it would be unwise not to at least consider the growing power of incorporating a digital element into that mailer.

How to Make the Jump from Traditional to Tradigital

Right about now, you may be saying to yourself “That’s all well and good, but what does it mean? How do I make this marriage work for my campaign?” Well, the answer comes in the form of relatively new technologies like QRcodes and PURLs (Personalized Uniform Resource Locators).

Even Postmaster General, Patrick Donahoe, is quick to address the benefits of incorporating digital elements into direct mail pieces. He notes that these technologies have the ability to actively engage mailer recipients with the product or company by allowing receivers to use their smartphones to make quick purchases from a catalog or launch a video.

The generations that marketers need to appeal to now are of a different breed than those in years past. Millennials and Gen Y are clearly still affected by traditional print marketing, but they crave a certain level of personalization and engagement that print can’t always achieve on its own. The integration on new technology bridges that gap, thus creating a world of tradigital marketing.

So, you see, the future of B2C marketing relies not on replacing one material with another, but on evolving current methods. With new found knowledge and the help of an experienced print company, you too, can find yourself ahead of the curve with profits to show for your efforts. Contact us today to get discuss how we can help you’re business embrace the tradigital future!

Fact or Fiction: Busting Direct Mail Myths

(Courtesy of Wikimedia Commons)

All too often we hear the proclamation that direct mail is dead. In fact, this statement is a complete and utter fallacy. The reality is that direct mail marketing is alive, thriving, and expectedto grow by 1.1% this year. You may have known that, but if you didn’t, you’re just one of the many who may have heard the myths of direct mail. Well, we’re here to educate and clear the air. This is your guide to direct mail fact and fiction.

Myth #1: Self-Mailers Are Guaranteed to Fail

This is indeed a myth. Self-mailers can bring great success in reaching customers. The key is crafting an effective piece, which not all marketers know how to do. This is where a professional print company is worth their weight in gold. They understand that there is a right way and a wrong way to go about crafting a self-mailer. The right piece incorporate the goldenrules of direct mail and brings results, the wrong piece, well, that’s how this myth was perpetuated.

Myth #2: Direct Mail Could Never Trump Digital

Incorrect. Sure, digital marketing pieces have their place, but let’s take a moment to think about how you react to horde of emails in your inbox each day. Chances are you receive a mass amount of emails promoting this store or that promotion every single day. And what do we do with the bulk of them? Send them straight to the trash bin without ever opening them up. In the onslaught of digital pieces, a well-planned, personal, and eye-catching mailer comes as a nice reprieve and is far more likely to get a second look. Myth debunked.

Myth #3: Direct Mail is Old-Fashioned

Just because direct mail a tried and true marketing tool does not mean that it is an out dated thing of the past. It’s a long standing tactic because it works. Why would you want to do away with something that brings results? The trick to updating this faithful tool is very simple – integrate QR codes, web, or mobile apps. Boom. Modernized.

See, don’t you feel better now being able to decipher the fact from the fiction? With your new found knowledge and the help of an experienced print company, soon your direct mailers will be bringing in results for your business!

Have you heard any other direct mail myths? Tell us about them in the comments!  

Give Direct Mail Due Credit

Poor, direct mail. Another year, another Google search proclaiming the death of print marketing. The fact of the matter is those claims are less trustworthy than the latest supermarket gossip rag, and here’s why:

1.)    According to the 2013 Direct Mail Association Factbook, 65% of consumers, of all ages, made a purchase as a result of direct mail. Those are promising statistics. Now do you want to know what the average response rate for electronic mail was? Ready for this? 0.12%. Direct mail came in at 4.4% for both B2B and B2C mailings.

2.)    Direct mail yields the lowestcost per lead. That’s right. Lower than pay-per-click advertising, lower than print advertising, and yes, even lower than email.

3.)    Socialmedia and web marketing are popular and certainly have their perks, but we tend to overestimate their capabilities. Because social is a commonplace medium today, we think everybody must use it, but that’s just not true. An estimated 55% of senior citizens do not rely on internet messaging, so if that’s an audience you’re after, you need to reconsider your marketing priorities. We’re not saying to abandon your web efforts, but combining them with print efforts could reach a lot of potentialcustomers that you could be missing.

4.)    It’s creative. For example, one gimmicky marketer reports that he has, in the past, attached a cheap watch and asked consumers for a bit of their “time” or a mirrored mailer asking how consumers “see” themselves. Cheesy? Maybe to some, but it is creative and creative is what gets people interested.

5.)    39% of customers say that they decided to try a business for the first time becauseof a direct mailer. It accounts for an average of 78% of non-profit donations, and 44% of people will visit a company’s website after receiving direct mail.

So next time you see a headline reading  something like, “Is This the End for Direct Mail?”, you can rest assured knowing what the answer will be. Talk to us about how we can work together to ensure your marketing efforts are turning out the best results for your business. We’ll get you setup the Tray way!

Direct Mail Marketing for Non-Profits

Unfortunately, non-profit organizations often do not have the budget that privately owned for-profit organizations have to work with. This means that your marketing efforts have to go further and be more effective in order to lure in the largest amount of potential donors without blowing a tight budget. With nearly one-fifth of all donations attributed to direct mail, it’s important that non-profits have the know-how to deliver an effective direct mail marketing campaign.

1.)    Reach Out to Former Donors

In the marketing world, this list of former contributors is called a ‘housefile’. Make sure that anytime your organization is set to run a direct mail campaign that the housefile list is always included. These are people who have clearly cared about your goals and cause in the past and, more than likely, still do. Stay in touch.

2.)    Write a Newsletter

This is important for all non-profits, but especially smaller or new organizations. Write a semi-annual or quarterly newsletter including information about current events and activities, donor contributions and how they’ve helped, and donation information. Be sure to include an addressed return envelope with the newsletter to encouragedonations.

3.)    Personalize and Connect

It may seem like writing broad letters, newsletters, etc. is the best approach to reach many different types of people. However, honing in on a certain target group is more likely to get a tangible reaction out of prospecting. Write for the target audience. Add personaltouches where you can further connect with potential donors, whether it be hand written signatures or a short letter from the president of the company. And don’t forget to send holiday cards and a thank you note to donors and volunteers each year!

4.)    Measure Success

Rather than spending the money to send your mailers out to, say, 30,000 prospects and hoping for positive return, choose a small portion of the group to send the mailers to first. See what the reaction is. If it’s not what you’d hoped for, revise the mailers wording, theme, appearance, etc. You’ll learn what works and what doesn’t and you’ll have saved precious marketing dollars.

Effective direct mail marketing is vital to the health and longevity of any business, so for all of your direct mail marketing needs, seek out the help of qualified professionals, like the experts at Tray Inc., for the best results.