Archive for November, 2009

Time to re-evaluate?

Posted Monday, November 16th, 2009 in General

I am of the opinion that doing business today has to be different than it was yesterday, literally. Things are changing so fast these days that it feels like very little is sacred anymore. The project that was a huge success two years ago doesn’t impress anyone anymore. The catalog that has been your mainstay doesn’t get opened, or at least doesn’t sit on your customers’ desk as their favorite reference anymore. Things just aren’t the same.

So, I say if it is time to re-think, let’s really be open to new ideas. Let’s consider a more personalized version of our catalog, maybe we make the content more relevant and targeted. Let’s think about using VDP in our marketing campaigns to better relate to our audience and offer them a more relevant coupon or gift. Maybe it’s time to consider printing less pieces at a time but print the updated piece more frequently allowing us to have the most up-to-date information in our prospective customers hands. All these things are available today and may have a profound impact on your business in the near future. The technology is available to ROI these pieces on a cost per acquisition or sale instead of a cost per piece like we are used to thinking about print. After all our goal is to convert our marketing and advertising budgets into sales and results, not just pretty printed materials. I believe the answer today is a more relevant, timely piece with a great offer that may happen to be a bit more per printed unit, but has far greater results (sales or new customers) than static pieces by the thousands.

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Variable data – getting started

Posted Monday, November 2nd, 2009 in General

I think the evidence is overwhelming that adding personalization to your mail pieces can have a profound effect on your marketing. I say this with a bit of caution to those of you who have never attempted variable data printing (VDP). Please don’t fall into the trap of assuming that simply adding your recipients name at the top of the card is going to have the sales leads flooding in. While this is a start down the right path, it is well short of justifying the added expense of digital printing. Instead, take a look at what data you have on your current customers or if your lucky current leads. Usually “leads” consist of a purchased list and, while those have gotten better about providing data they still may be of little value. Your current customers are your best bet. They have already purchased from you, hopefully had a great buying experience and if so would be likely to buy from you again. Today’s active customers are a very valuable commodity let’s treat them like it. Run a campaign strictly for past buyers. Make them an offer that makes them feel appreciated and remembered. Hopefully you have a data collection method that will provide you with some nice data on your customers that can drive a truly variable piece. Maybe the art is different for different demographics, maybe the offer is different for select age groups or both. The sky is the limit with possibilities. Just be specific and targeted in your approach and I think you will see an uptick in response.

There are places that can help you sort through all of this and would really like to help. So, don’t be afraid to reach out to your vendors / partners and ask for their help and input.

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