Marketing in 2014: Out with the Old, In with the New

When the clock strikes midnight on December 31^st, 2013 will officially be behind us. What better time to step back, have a look at your old mail campaigns, and assess what’s in store for the future? This handy guideline to marketing in 2014 can help carve out the path to success.

Millennials are Changing the Game

One thing that marketers will need to realize in the coming year is that consumers, now more than ever, drive the content and channel. Millennials have been raised in an environment of constant messaging and are thus, more demanding. They’ve come to expect certain things out of modern marketing like engaging content and easy accessibility. Businesses who implement a proper system of analytics will better be able to determine which marketing tactics are being utilized by their consumers and will therefore be able to tailor to the Millennial consumer’s preferences.

Consistency is Key

Plan, plan, plan. Repeat it, know it, live it. This is vitally important for direct mail marketing. Now is a great time to have a look at the calendar and map out when you’d like to run promotions, sales, holiday events, etc. Mark them and set yourself a reminder weeks ahead of the start date to have any print materials that you’ll need made. 

Print May, Again, Take the Lead

With rapid advances in technology and social media, many feared the print age was at an end. Fear not, fellow marketers. One technology advance may lead us to a print revival. Augmented reality, or AR, blends new tech with traditional print. Those with the gumption to take the leap into AR in 2014 may very well see their efforts quickly rewarded.

Smaller is Better

Prepare yourself to do away with the idea that large, eye-catching mailers will be sure to get a second look. Studies show that large (over 6” x 9”) pieces are down by 6% in 2013 and they anticipate that number to continue declining. The predicted trend in consumer preferences for 2014? Little is more likeable.

Some of these tips and trends may come as a surprise, others may not. Either way, it never hurts to open your mind to new ways of thinking when it comes to the world of marketing. Follow our guideline and remember that the focus should always be on your customer and you may not even need good luck to be successful in the New Year, but we’re wishing it to you anyway!

Happy New Year from all of us at Tray Inc.!

3 Ways to Save on Your Direct Marketing Campaign

Direct mail can have astonishing results when a great plan is executed. As we have discussed in the past, social and online marketing have seen a tremendous boost in recent years, but direct mail is still as relevant as it always been.

Consider this: studies show that 65% of adults in the millennial generation prefer to read something on paper.

Clearly, direct mail is an option for a business of any size, but what if your mailing list is big and your mail is complex? Direct mail campaigns can get expensive quickly. However, there are still plenty of ways to keep your direct mail fresh without breaking the bank.

Here are three ways to do just that.        

A Smart List is a Targeted List

Your direct mail campaign is only as good as your list. That’s why it is important to have a smart, targeted list. Make sure the list is up to date and is geared toward an identified responsive audience. If you want the highest possible ROI on your direct mail campaign, your list has to remain updated.

Keep your list updated every year or so by reaching out to each household directly. Especially do this when creating a new campaign or adjusting your service. Make sure each person on your list is part of your target audience. You should include only those who are likely to use your service or respond to your offer.

Know Your Budget; Know Your Capabilities

Keep your budget in mind when formulating your new direct mailing campaign. If certain materials are more expensive to buy large quantities of, avoid them in favor of a less expensive alternative. If some letter dimensions cost more than others to mail, choose a more standard size. Modify your campaign ahead of time if you know you will need to work within a tight budget. Be prepared to adjust multiple versions of your mail to cut down on production costs as much as possible.

Work with Professionals

Businesses often opt to keep things in house, but working with seasoned professionals can yield much higher results. This is necessary for two reasons: 1) We can customize a campaign to suit your exact needs based on past success and experience, 2) You already have a job to perform no matter what industry you are in – the less time you spend on marketing tasks, the more time you have to focus on your other priorities.

Staying in-house on a direct mail campaign can quickly become a process of wasting time and money.

From social to print, we are going to take you places. Contact us to get started today.






The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as our Facebook and Twitter pages. For information about the company and its successes, visit www.trayinc.com