MARKETING MONDAY – Integrate Your Campaigns

MARKETING MONDAY – Integrate Your Campaigns

Print and digital really are like chocolate and peanut butter, they simply compliment one other beautifully. If you haven’t been integrating your campaigns, you’re missing out on increased reach potential. You should be advertising your print pieces on your social media pages and including social media icons and addresses on your print marketing materials. Just be sure your brand has the same look and core message across all channels.   Source: Media Space...
MARKETING MONDAY- How Personalized Maps Add Value to Your Direct Mail

MARKETING MONDAY- How Personalized Maps Add Value to Your Direct Mail

Geomarketing uses data – one of the most essential factors in direct mail success – to grab the attention of prospects and customers in the mailbox. It uses finely- tailored lists and highly-personalized maps to let marketers save money and time by focusing only on people who live within a specific distance of a business’s geographic location, and then, shows them the exact route to get there. Recommendations Marketers should take advantage of the “mail moment” by using geomarketing to leverage the incredible power of location in their direct mail efforts in many different industry verticals and audiences. GEOservices allows marketers to hone their direct mail efforts by focusing their lists only on those prospects physically closest to their location and suppress those that don’t qualify, saving costs in print and postage. Personalized maps – which show consumers exactly how to travel from their home to your businesses – are a powerful way to stand out with a printed direct mail campaign. Here’s a quick rundown of some of the markets to tap: Retail Stores – easily the single largest and most diverse group of companies selling merchandise and services to the public, from apparel, jewelry, and home furnishings to electronics, hardware, and groceries; other possibilities: salons, fitness clubs, dry cleaners, garden centers, and warehouse stores Financial Services – banks, insurance agencies, tax and investment advisors and brokers Community Institutions – universities, schools, churches, government agencies and offices Hospitality and Travel – hotels, restaurants, travel agencies Entertainment and Culture – theaters, museums, zoos Automotive Dealerships & Service Centers Source: How Personalized Maps Add Value to Your Direct Mail by Paul...
MARKETING MONDAY – The Art of Proofreading

MARKETING MONDAY – The Art of Proofreading

You probably know the feeling of reading a text and being able to tell that not quite enough time has gone into checking things like grammar and spelling. This can be frustrating and often has quite a different effect on the reader than that which was intended.   In some ways, the task of proofreading becomes all the more time-consuming and complex for a translator. They have to check that the translation they have produced reads fluently, but they also need to check it against the source text to make sure that the correct meaning has been understood, and that parts of the text haven’t been missed out during the process of translating! Many translators like to leave their work aside for a day or two (sometimes even a week if possible!) in order to read their translation as a text that was originally written in the target language. This means that they will (hopefully) be less influenced by the source text that dominated their translation process, and have a fresh pair of eyes for spotting mistakes! It can often help to ask a native-speaking friend or colleague to take a look as well. Of course, a translator will then need to go back to the source text for a final check that the content has been accurately translated. This involves reading both texts as a whole to ensure that the meaning has been conveyed effectively, but also includes more tedious tasks like checking that numbers and dates match up (imagine translating 1.7 million people as 17 million people, for example!). Some proofreaders and translators even read texts backwards...
MARKETING MONDAY – Direct Mail Response – Know your prospect and customer memory types

MARKETING MONDAY – Direct Mail Response – Know your prospect and customer memory types

How often do your direct mail results end up not meeting your expectations? Does your direct mail resonate with your prospects and customers or fall flat? Do they understand and remember what you said? If not, you have a big problem. In order to avoid this, you need to be creating direct mail that resonates. Let’s take a look at what you can do to reach your maximum potential. First we will start with the four types of memory, because they are the key to understanding how to improve your direct mail: Early Bias — These are people who best remember the beginning messaging in a direct mail piece. It is important to get right to the point for these people. Recency Bias — These are people who best remember messaging that they most recently read at the end of your mail piece. It is important to restate your message at the end without calling it a summary. People skip over summaries. Repetitive Bias — These are people who best remember direct mail messages that are repeated. It is important to restate what you want them to remember at least three times. Outstanding Bias — These are people who best remember the part of your direct mail message that is different or stands out in some way. It is important to make the effort to reach these people by using out-of-the-box language. Where do you think you fall with these four memory types? I will reveal a secret; you should fall in more than one. So how can we use these memory biases to increase direct mail response? Main...
MARKETING MONDAY – 4 Great Holiday Mail Tips

MARKETING MONDAY – 4 Great Holiday Mail Tips

The holiday season is quickly approaching. Are you ready to send direct mail that gets you better results than last year? Both customers and prospects are on the lookout for great deals during the holidays. So now is the time to get started planning yours. Staying ahead of your competition is important this time of the year. Are you ready to get started? How to create great holiday direct mail: Target — Make sure that you are targeting the right holiday messages to the right people. Yes, your offers need to be targeted. But if you send a Christmas greeting to a Jewish family, you are missing out on a great opportunity to connect with them on a more personal level. The better you target and personalize, the better response you will get. So really look at your data to make sure you have enough information to target correctly. Fun — Have fun with your mail pieces! This time of year is full of fun, so join in and create a mail piece that is not just an offer, but a really fun experience. Think outside of the box about what you can do differently to have more fun with your prospects and customers. It does not have to be super expensive. Think about adding some texture as a way to make your piece feel different or fun folds that keep on going. Savings — Make sure you are offering great savings to your prospects and customers. This time of year, they expect it. Remember, it’s all in the wording of the offer. Interpretation is the key, so a higher percentage off...