How To Get Your Direct Mail Envelopes Opened And Read
Posted by · CommentsSetting up a direct mail campaign is one thing but actually getting them opened is another. Believe it or not, your prospect actually throw out a lot of the mail that they get on a daily basis, and yours could be one of them if you don’t follow the tips listed in this article.
In this article, we will take a look at some ways to get your direct mail envelopes and packages open so that you can maximize that response rate from your offers. All of these tips are tested and proven so you can lay rest assured that they will work for you.
The first thing that you have to ensure when doing direct mail is that your package will get delivered. If this sounds ludicrous, then it’s understandable – but it is a true fact. You have to focus on getting your mail delivered or else the mailman will through it out.
The bottom line is that the mailman has a choice. He can either deliver all of his mail or deliver the most relevant ones and through the bulk mail out. Which one do you think he chooses? That’s right, the latter one. The fact of the matter is that when his mail sack gets full, he is going to shorten his work load by not delivering all of his mail.
This means alot to you if you do direct mail and are sending your letters via bulk mail. You should never send via bulk mail as bulk rate is the dumpster rate. You have to first get your envelope past the mailman and after you do that, you have to then get your targeted prospect to open it also.
To do both of these things successfully, you should mail your letters out using first class mail. Use a live stamp and don’t use any kind of labels whatsoever. You’re going for the best possible response rate here and you don’t want to blow it on sending out your mail via bulk mail.
When you use a real live stamp, you better your chances of success because you’re giving it your best shot. The mailman will view your letter as a personal letter because you took the time to put a stamp on it, therefore you will increase the odds of getting it delivered successfully.
You also increase the chances of your recipient opening your mail because it looks personal and looks as if there’s something important inside. But when you mail out a brochure or a self-mailer, people view this as non-relevant and throw them out almost unconsciously.
Your mail has to get the attention of your prospect and get them to open up your letters. When you send out an envelope that has a live stamp and the prospect’s name is written in blue ink, you give the appearance of a personal message and your prospect will open it up because of it.
Never again send out an envelope that screams junk mail. It’s the fastest way to get your marketing message ignored and to lower your conversion rates. Good luck with implementing your direct mail campaigns.
Feel free to call us for professional advice and guidance with your direct mail projects.
CRACKING THE QR CODE
Posted by · CommentsThey’re popping up virtually everywhere you look. Those strange looking symbols now appearing on everything from business cards to ads to catalogs and product packaging. The new technology phenomenon is called a QR or Quick Response Code. It’s one of the latest ways to reach potential customers and a very useful form of marketing.
A QR code is a very specific, two-dimensional code which is readable by a dedicated QR bar code reader, camera phone or smartphone. The code consists of black modules arranged in a square pattern on a white background. The encoded information that an end user can receive might be text, a URL, or other data. It could even be the URL for a Facebook fan page. The medium was developed to allow content to be decoded at high speed and become more interactive.
You may have seen these codes but paid little attention or totally ignored them. But, after I personally tried several and began to see how they worked and how businesses were utilizing them, I started to understand the value of bar-coding and realized the enormous potential for both small and large businesses and service companies.
So how do these QR codes become an effective marketing vehicle? Simply, you can entice and intrigue your prospects by asking them to scan the codes on your ads, brochures, mailers, promotional products and the like. When they scan the code, your existing and potential customers/clients are interacting with you, the first vital step toward connecting with your brand. And, after they’ve scanned the code you can respond with offers and other information that will help build a relationship. Isn’t that what forming a personal rapport/ connection is all about.
If you’re thinking about venturing into the QR arena, you need to know that it isn’t difficult or time-consuming and the related cost is little or nothing.
Here are five actions to get you going forward so that you can start getting a quick response:
Action 1: Decide where you want to offer the code for scanning. Will you put it on an ad, a direct mail piece, brochure or other collateral material, a sign, display or directly on your products? You can include it on invitations and business cards. Make it easy for people to access and visible from all angles. There are no limitations, only your creative and imaginative use of the code.
Action 2: Determine what your message is. Where do you want to send those receiving the code? Or what do you want to give them? Think about what action you want them to take once they land on the website or receive the information.
Do you want their email address? Or do you just want them to like a fan page or engage by answering a question? You can also offer specials or discounts. Put the code on a product and send readers to an online site to place an order.
Step 3: Create your code: There are hundreds of sites that now offer QR code creation services. Some charge; most don’t. The ones that charge are usually pushing marketing services to accompany the QR code creation — something to consider but not necessary.
Here is a sampling of QR sites:
qr.net
createandtrack.com
qurify.com/
http://createqrcode.appspot.com/
Step 4: Brand and market your QR code. Be creative but remember you want consumers to not only receive the information quickly but also to take action right away. You can draw in prospects with an offer to visit a physical store or a website. Free stuff is always good. Discounts work, too. You could even incorporate the QR code into an entertaining game or contest to win prizes.
Step 5: Track your progress. You need to take the time to measure the outcome of your QR code campaign. When you create your code, make sure that analytics or tracking will be available, whether it’s measuring the number of scans or another activity by the hour or day. Some forms of tracking allow you to see what type of device people used for their scan as well. If you are using a URL for your QR code, you can make it one specific for this campaign and then track it with Google Analytics.
Whether you decide to implement QR codes as an enhanced marketing vehicle, they are definitely worth experiencing as a user. Therefore, I strongly urge you to scan a few offered by other businesses or check out some examples online to see how they work. This is an excellent way to become familiar with the medium and get those creative marketing juices flowing. Happy QR coding!
Study Reinforces Importance of "People Behind the Product"
Posted by · CommentsCompanies that invest in people development activities to drive their customer service, including sales training and employee recognition and rewards, may perform better than firms who focus solely on brand development, marketing and advertising. A new study by the Forum for People Performance Management and Management suggests this.
The study predicts a return to more direct customer contact and less reliance on mass media advertising.
According to the Northwestern University study, brands will always remain important. Nonetheless, as technology enables greater addressability of communications and interactivity becomes mainstreamed, we may experience a return to a pre-modern business world where personal relationships matter more than brand names.
While personal relationships are more common to service businesses including health care, financial services and education than mass market retailing, for example, the study showed a dramtic link between sales representative performance and retention and new business.
A series of surverys conducted for the study showed that customers consistently rated the sales representative higher than the company itself. The survey concluded that “the person is more important than the brand.”
Cemetery ad stokes controversy
Posted by · CommentsWhen my client first showed me the copy for an ad addressing the fact that Jews could consider Cremation as an alternative to tradition burial, I was both surprised and confused. After all, to my knowledge, cremation was not permitted by Jewish law. But, after seeing my reaction , my client, David Gordon, Executive Director of Roosevelt Memorial Park, a Jewish cemetery in Trevose, Pennsylvania, just outside of Philadelphia, went on to explain that the ad was not an endorsement, but a source of information. 
The headline, “Did You Know..Jewish People are Being Cremated?” did indeed stir up quite an adverse reaction from Rabbis and other readers of the Jewish Exponent. After making a slight revision to the final paragraph which was a quote–”ashes should be interred in a Jewish Cemetery”, it was our intention to run the ad again. My sales rep called to tell me that he strongly advised that we not run the ad again because of the controversy it had engendered in the community. Honestly, this is the first time in my over 35 year career in advertising, that anyone ever suggested that we not run an ad due to it’s controversial nature.
A week after the ad ran, there were editorials signed by a group of local Rabbis in addition to a letter from the daughter of a Holocaust survivor. Two weeks later the Exponent ran a front page story along with a letter written by David Gordon explaining in thoughtful and humble terms that the ad was never meant to be hurtful or stir up horrible memories of Nazi brutality.
Thus ended a controversy which will remain as an exclamation point in the experience of Kaufman Advertising. Print Advertising, after all, remains a very powerful medium.
Michael N. Kaufman discusses thoughts about marketing
Posted by · CommentsBenefits of using Kaufman Advertising
Posted by · CommentsTHREE OUTSTANDING TRENDS IN TEAM SPORTS DECORATING
Posted by · CommentsNow, when you think about embellishment of athletic uniforms, all kinds of new technology are making it possible to have more colors and more fashion-forward designs. The trifecta of options includes screen printing, heat-applied graphics, and laser appliqué and embroidery. Each technique has seen a wealth of improvements in the last couple of years in terms of inks, materials and equipment resulting in great creativity and innovation. Here are the details:
Screen Printing
This is the go to process of choice for many uniform buyers. The conventional look and feel of screen printing on uniforms can be enhanced by athletic inks that have bleed resistance and stretch-ability. Although, they are some issues with nylon and polyester materials, especially the newer performance-wear which has inconsistency in fabrics.
Laser Appliqué and Embroidery
As technological advancements go, the singlehead and laser bridge machines that are interfaced with embroidery machines are having the greatest impact for production speed and innovation. Utilizing this new equipment, appliqué on split-front jerseys and other types of sports uniforms have become quicker, more accurate and sharper looking. In addition to the popular distressed look and reverse appliqué, lasers can easily do multiple layers, which allows for more colors. This all leads to greater creativity manifesting itself in decorating such as appliqué on the hip or vertically down the garments. Employing laser technology even makes it easier to add numbers and individual names to team jerseys with more lightweight material like cotton. Today’s appliqué processes can help teams look a bit different and take their uniforms to the next level.
Heat-Applied Graphics
Pre-cut letters and numbers, digitally cut letters, number and shapes and heat transfers have been a staple in uniform embellishment. Recent improvements in materials, however, are giving this technology a leg up over other decorating techniques. Cad-cut materials come in a wide array of substrates including thermal film to special effects materials like metallic and reflective properties. Plus, the newest innovations in heat-applied graphics include print-and-cut materials that present opportunities for multi-color numbers or letters on a single layer. And, recently released sublimated twills with embedded rhinestones have great application for volleyball, softball, practice jerseys and spiritwear.
Bottom line for all the latest embellishment techniques discussed here is aimed to satisfy an ever-growing appetite for novel, eye-catching artwork on uniforms. Something that really pops off the shirt or pant and leans toward graphic designs with plenty of texture, gradients and shadings. Let your imagination fly and make a unique fashion statement that will be envied and copied.
WHY YOU SHOULD BE THINKING PINK IN OCTOBER
Posted by · CommentsIf you didn’t realize it, October is Breast Cancer Awareness Month in America. And, the color pink will be prominent and seen all over the country. Thousands will be joining in the fight to help fund research for the American Breast Cancer Foundation to help find a cure. Money raised helps provide individuals, their families and their loved ones in financial need with direct financial assistance, education, support, and access to early detection screenings. ABCF supports research for innovative diagnostic, treatment and patient support methods through leading medical institutions.
Front and center to showing support for the cause will be a wide array of wearables and other accessories in you guessed it…pink! One of our suppliers, Ash City, has opened up it’s entire product collection in support of this campaign. Purchase any apparel or accessory item, embroider it with the ABCF pink ribbon, they will make a donation to the ABCF. Or, pick any pink product identified with the pink ribbon symbol in their extensive catalog (no embroidery required) and Ash City will make a donation to the ABCF. Ash City offers an extensive selection of apparel & accessories, including polo shirts, woven shirts, performance tops, windshirts, fleece, outerwear, activewear, workwear and a full line of travel gear and caps. In addition to their regular collections, Ash City has also taken the lead towards protecting our environment with a vast assortment of eco-friendly product under the e.c.o (ecological clothing options) category of merchandise where you can purchase apparel made from organic cotton, recycled polyester, soybean fiber, bamboo fiber, and bamboo charcoal polyester. A portion of the proceeds from the sale of each item that is pink or is decorated with the pink ribbon will be donated to the ABCF.
Many other suppliers have taken up the gauntlet and are thinking pink. For example, Fresh Beginnings, a provider of fresh-baked cookies and other food gifts is offering pink sugar cookies and pink chocolate covered pretzels in decorative tins perfect for hospitals and other health care professionals. Plus, from Garyline, there are a host of pink products mini flyers, stadium cups, bandage dispensers, bag clips, bike bottles, auto mugs and drawstring backpacks.
Pink is definitely the “in” color for the month of October and any other time of the year when the promotion/image objective calls for social responsibility and community support.
Wear It’s At produces 2011 Calendars for local accounting firm
Posted by · CommentsThe Bensalem, Bucks County, PA-based accounting firm of Rosenberg, Smith, Cooney & Migliore, PC procured 2011 wall calendars from Wear It’s At. RSCM chose a calendar themed by Norman Rockwell’s Wonderful World from Hotline Products. Norman Rockwell, the master of Americana, provides a whimsical look at life as he wanted it to be in this delightful thirteen month calendar. Each monthly illustration includes its own charming description. According to Partner, Sam Rosenberg,“We send these calendars out to all of our clients. When I visit their offices, invariably there are the calendars with our name and contact information as a constant reminder displayed prominently on their wall. Rosenberg, Smith, Cooney & Migliore, P.C., Certified Public Accountants, with offices in Bensalem, Pennsylvania and Marlton, New Jersey, has been providing both individuals and businesses with tax, accounting, bookkeeping and payroll solutions since 1981.
