Direct Mail Has Staying Power In 2013

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“Direct mail has that universal reach
that other channels don’t, and this
means direct mail doesn’t go away.”
– Beth Smith, Smith Browning Direct, Inc.

 

“The future of marketing is multi-channel,” Smith says. “But
direct mail has that universal reach that other channels don’t,
and this means direct mail doesn’t go away.”
Multi-channel marketing creates the opportunity for a variety
of tools to come together to achieve a specific outcome. While
there are plenty of tools that can be used along with direct
mail to boost response – personalized URLs (PURLs) and QR
and other two dimensional mobile barcodes, for example –
smart marketers use them without forgetting the basic rules
of marketing success: relevance, timing, the right audience
and the right offer.
“Step back from the tactics,” Smith says. “No matter what you
do tactically, if you don’t have the right audience, the offer is
not right, and the timing is not right, it’s not going to work. Use
tactics to get there, but know tactics won’t get you there alone.”
Once you’ve targeted your audience and developed an offer
and your plan for relevance, what tactics can help boost the
response of your direct mail piece?
Variable data printing
Smith recommends thinking of variable data printing (VDP) as
adding personal and relevant information. “Relevance is huge,”
she says. “It helps you get attention. But, you also have to take
it further and address your prospect’s most relevant need. Ask
what will make the strongest connection. For example: saying
‘When can I finally retire?’ is a much stronger message than
‘Start small to save for retirement.’”
Personalization is more than using someone’s name. VDP
customizes images and offers, too. “Use big things to elevate
the piece,” Smith says. “If you’re mailing to a pet owner, don’t
show a cat if you know they own a dog. This also works for
nonprofit solicitations. Don’t ask a $100 level donor to give $5,
because they will.”
Offers
In the 40/40/20 rule that says the success of a mail piece is
based 40% on the list, 40% on the offer and 20% on creative,
Smith says the 40/40 portion comes first because you first have
to get the audience and the offer right before you can create or
execute a piece.
“Can you create an offer that implies the prospect would be crazy
not to take advantage of it?” she asks. “That’s the litmus test you
want to use. Everyone uses 15% off. Not everyone offers $1,000
off. That makes a 15% offer much more appealing.” Of course,
that’s applicable to big ticket purchases.
PURLs/landing pages
“Personalization is not enough,” Smith says. “PURL success
stories include a promise of a personal experience, and that
needs to be delivered on. That’s when it becomes incredibly
powerful.” Mobile barcodes follow the same logic. Smith says
she’s seen reports showing a 40 to 200% lift in response when
PURLs and mobile barcodes are used correctly.
To deliver on a great offer, try links to informative videos or some
type of reward, such as a free trial or exclusive discount.
Physicality
Finally, Smith mentions studies showing the brain fires more when
someone is touching something. “This is a great reason to use
print. Physicality, accomplished with a thicker piece of paper, a
peel-off sticker, lumpy mail or three-dimensional boxes leaves a
stronger impression on the brain. You’ll get a higher engagement
factor and sense of curiosity when you make it physical.”
In the end, Smith advocates remembering what direct mail has
to offer that other channels do not. “No matter the tactic, use the
direct mail channel to its greatest strength. Mistakes in direct
mail come most often in trying to lower costs; for example, using
the smallest postcard, which just reduces the piece to something
email could be.”

Insty-Prints is a recognized mailer on the USPS website as our Marketing Director, Shelly Maciujec,

a Certified Mail Design Professional.  Make sure you have the most up to date regs when you do a

mailing to maximize the benefits and get your message to your customers with ease!

Why Buy Locally Owned? — Sustainable Connections

keep-it-local-logo-concepts

Buying local is not just about feeling good, click the link below to see how buying local impacts not only the local business, but the community as a whole!  Have other examples, please feel free to post them with this article!

Buy Local!  It Matters!

 

Why Buy Locally Owned? — Sustainable Connections.

 

 

The Myth of the Silver Bullet

 

No Silver Bullets: The Realist’s Guide      local-marketing-flow

 


to Successful Local Marketing

 

 

“With so many marketing channels dividing customer attention, there is no ‘Silver Bullet’ that drives local marketing success. It’s time for a more realistic approach.”

 

The Myth of the Silver Bullet

 

You don’t have to look beyond your smartphone, mailbox and surrounding neighborhood to see that your options to reach customers are changing and expanding at an accelerating pace. With so many channels dividing customer attention, there is no “Silver Bullet” that alone can ensure success. Rather than a single answer, successful local marketing today requires a combination of tools to target customers wherever they are, and help them find you wherever they look for the products or services you sell.

 

All it takes to get started is an understanding of who your customers are, where you are most likely to find them and how they prefer to be reached; plus an execution strategy to cultivate their interest, fulfill their information needs and encourage them to take action.

 

6 Keys to Maximizing Your Local Marketing

 

Optimize for the mobile Web. More than half (54%) of the people in the U.S. have smartphones,1 as do 47% of Canadians.2 And those numbers continue to climb. Take advantage of the platform today’s customers increasingly use to find local products and services. Clearly, if your website is not mobile-ready, it can cost you business and hand it to your competition. At the dawn of the mobile age, a website optimized for smartphone and tablet users is an essential platform for successful local customer engagement.

 

Leverage local search. Customers look online before heading out the door. Raise your local search ranking to be sure you are the first one they visit or call. With the right planning and execution, local search can create an immediate spike in customer traffic and a lasting effect on overall visibility.

 

Get direct results with direct mail. Consumers still prefer printed mail. With new postal options and personalized printing technology, targeting local prospects with high impact printed mail has never been easier and more affordable.

 

Integrate your direct and digital marketing. Cross-channel shoppers spend up to 10 times more and are 25-50% more profitable than those who rely on a single medium to make their buying decisions. Make the most of your print and digital marketing by integrating direct and digital marketing. (Source: Shop.org)

 

Drive decisions inside and outdoors. Dynamic in-store displays and out-of-store ads like vehicle wraps and signage are a traffic-building one-two punch in your local marketplace. Keeping it simple and direct is the best way to create images and messages that attract immediate attention, drive motorist traffic to your door and help them decide to buy.

 

Leverage “happy.” Customers are more likely to trust you if their peers say they can. Cultivate positive reviews and referrals to attract new customers at minimal cost. Devote dedicated attention to cultivating and tracking referrals, but also leverage all of your existing marketing campaigns to extend referral incentives as widely as possible.

 

1comScore MobiLens service data
2Ipsos Reid’s “Mobil-ology Study,” January 2013.

 

Make Sales Calls with Ease

How to Improve on Sales Calls

Preparation is a major part of the sales process and you should not overlook it. Preparation gives you a reserve power to have informed discussions with your prospective clients. A person who is prepared is more confident and effective during the sales process. Take these steps to prepare for your next sales call.

  1. Get the information – Research key information about the industry, company, and people. This research should yield specific key issues and needs that your prospective client is facing. Go through the company website to find annual reports and current information on a company’s unique issues and challenges. Research their competitors, suppliers, and vendors for more insights and referrals or to add credibility to your knowledge of their industry.
  2. Compile evidence – Research your own company. Has your company done business with a company in the prospect’s industry? Do some of their issues match? How will you communicate this to a new prospect? Do they use a competency model, and if so, how does our model relate to theirs? Have they or others in their industry been in the news lately? If so, was it positive or negative press? How did that press affect their company?
  3. Find a contact – Look through your client list, social networking links, or list of colleagues and friends to see if you can make a connection through them to any of your prospects. Contacts can help you more easily navigate past gatekeepers and get you talking to decision makers. Begin to develop champions in industries and businesses that will help you build stronger connections in those fields.
  4. Set specific call objectives – Know what you want to accomplish during the call. Do you want a prospect to request more information? Do you want them to set up an appointment? Having a plan makes your approach more professional. You may need to use a multi-tiered approach of building rapport, credibility, and visibility to break into a prospect’s company.
  5. Know how you want to open the call – Have a clear and compelling opening statement. Remember, you want to be concise, clear and persuasive. The “fish on the wall” comment won’t cut it in today’s professional selling environment. Credibility is the key.
  6. Be prepared to ask relevant and insightful questions – Use those questions to show your knowledge of the organization and the industry and to draw out information. The answers to the best questions will help you identify a useful solution that will get you in the door to support their strategic intent as an organization.
  7. Don’t focus on the quick sale – Don’t be tempted to try to “close” too soon or without a full understanding of the client’s needs for the bigger picture. The short-term sale of an enrollment, class, or product may help a small number of people, but not the organization as a whole. Instead, focus on aligning yourselves and your sale with the organization’s strategic intent.

calling

Getting Ready for Graduation?

Graduation invitations are an exciting way to show your pride for the graduating student. Why send the same traditional graduation invitations when you can customize them with a little professional help and none of the last minute hassle.  You can make amazing graduation invitations that grandparents, aunts and uncles, and other family members will treasure for a lifetime–and show the graduating student that their moment is very important to you.

Customized graduation invitations can be designed with a photograph or other image. If the graduating student is an art or design major, consider using one of their images.  Has the student written a poem or participated in other types of projects?  Graduation invitations can include a personalized message, but also be sure to include the basics; student’s name, school name, graduating status, and the time, date, and location of the graduation!

By having custom made invitations done at Insty-Prints, you will have professional graphic designers there to help you along the way!  And don’t forget the paper… There are many to choose from, make it personal with paper.

Check out these examples and call us when you are ready to have som

Insty-Prints of Rochester MN
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