Why Choose Direct Mail With Your Marketing Dollars?

data lists, design, Direct Mail, VDP

Direct mail has been a popular part of the marketing mix for decades.   Why?  When executed correctly, direct mail pieces can yield a much higher response rate than other forms of marketing.   Direct mail isn’t just limited to letters or postcards.   For example, membership cards, brochures and promotional items can also be mailed.
If you are considering direct mail in your business, here are 4 reasons that direct mail should be a part of your marketing strategy.

1) Targeted Audience
Use your own mailing list or purchase one of ours – sending mail to a specific audience will get you the results you desire.   Lists can be explicit by not only geographical data, but also by options such as gender, ethnicity, income and buying interests.   Increase response rates and improve ROI by using direct mail to target only those prospects that you want to do business with or who have already indicated an interest in your service or product.

2) Personalization
Use personalization to speak directly to an individual, not to an entire mailing list. With digital printing, each mailing can be unique to the recipient.  These personalized messages can include references to past purchases, certain product or service preferences, personal interests, and even personalized promotional offers.  This kind of relevance drives increased response rates.

3) Brand Awareness
Direct mail can be used to effectively build brands.  Utilizing a series of mail pieces with your logo and colors will put your business’ messages right into the homes of your audience.

4) Measurable results
By coding your mailings, you can track results easily.  Tracking methods include, but are not limited to:  offer numbers, coupons, bar codes, phone numbers and even personal URLs.  Tracking can capture those that display an interest in your product, first time purchasers and subsequent orders.

Pitney Bowes Announces Winners of 2011 Brilliant Communications Awards

business mail, Direct Mail, Printing, variable data printing, VDP

STAMFORD, Conn. – Pitney Bowes Inc. today announced the winners of its first annual Brilliant Communications Awards. The awards recognize leading high-volume print and mail organizations that are finding new ways to streamline workflow, ensure accuracy, and market precisely to get the greatest value from their customer communications. The inaugural recipients of the awards were recognized at the Company’s annual Global Document Messaging Technologies Customer Summit, June 6-8, 2011.

“The winners of our Brilliant Communications Awards are innovators, early adopters and creative problem solvers who can point the way for others,” said Ramesh Ratan, president of Pitney Bowes Document Messaging Technologies. “They are helping to lead a customer communications evolution using solutions to help lower costs, enhance the value they provide to their customers, and make their organizations more successful.”

The winners of the 2011 Brilliant Communications Awards include:

“Powerful Communication Award” – Tri-Win Digital Print and Direct Mail, Dallas, TX, USA
Tri-Win Digital Print and Direct Mail, a direct mail house and digital print shop, won the Powerful Communication Award for improved productivity, efficiencies and quality. Tri-Win used FlowMaster RS Flex Inserting Systems with optional camera verification systems, and in-line inkjet printing station capabilities. The solutions helped Tri-Win increase the speed, and reliability of its envelope insertion process, and more importantly, increase its statement mailing customer base.

“Colorful Communication Award” – Emdeon, Toledo, OH, USA
Emdeon, a leading provider of healthcare revenue and payment cycle management and clinical information exchange solutions, won the Colorful Communication Award for migrating to full digital color White Paper Factory solutions. Emdeon used IntelliJet roll-fed printing systems; APS and MPS Advanced Productivity Series Inserting Systems; a FPS Split Drive Inserting System; and Pitney Bowes software to drive the printers and provide reports for tracking and management analysis. As a result, Emdeon can now print full-color, eye-catching patient statements quickly and easily in a single print run at full production speed. Emdeon also streamlined operations for greater efficiency, eliminated costs and storage space for millions of sheets of paper, increased print capacity to better handle volume spikes and future growth, and shortened mail delivery time to the consumer.

“Profitable Communication Award” – Logistic Mail Factory GmbH, Augsburg, Bavaria, Germany
Logistic Mail Factory, an alternative, private-run postal company in Bavaria, won the Profitable Communication Award for creating more relevant, precision marketing communications. Logistic Mail Factory used a VariSort Mixed Mail Sorter, Olympus II Flexible Tier Sorter, DI950 Inserting Systems, DM1000 Digital Mailing Systems, P/I OfficeMail, P/I Output Manager software with VIP centralized output management, and P/I Enhancement Manager software with VDE centralized output management. The solutions enabled Logistic Mail Factory to receive and register letters from companies electronically instead of physically, as well as automatically print and finish mailpieces and bill customers for services. Each mailpiece is assigned a tracking number and is enriched with final sorting criteria based on a software database. As a result, this simplified and optimized the physical sorting process. Also, Logistic Mail Factory increased productivity, accuracy and efficiency; and decreased production costs by fully automated scanning and sorting.

“Innovators Choice Award” – PSC Info Group, Oaks, PA, USA
PSC Info Group, a national provider of innovative, technology-enabled solutions and proven revenue acceleration tools to streamline the collection of consumer payments, won the award for the most innovative solution. PSC Info Group accepts data from various clients, most of which are collections or medical in nature. PSC Info Group uses P/I Output Manager software with VDE centralized output management and P/I Wizard software along side their document creation software, and developed a way to pass information to the P/I products from the document creation software by embedding them in the document files themselves. PSC Info Group is now able to group significantly more jobs together for increased efficiency. In addition, the solutions have helped PSC Info Group simplify the process of linking Intelligent Mail barcodes with stored return data, resulting in reduced server overhead.

Winners of the Powerful Communication Award, Colorful Communication Award and Profitable Communication Award received a $25,000 credit toward future solutions purchases, as well as travel accommodations and transportation to the Customer Summit. The winner of the Innovators Choice Award received a prize package including an iPad with 16GB Wi-Fi, as well as travel accommodations and transportation to the Customer Summit.

Pitney Bowes customers submitted entries for the Brilliant Communication Awards from March until May 2011. Applications included physical, digital or hybrid-mail. A panel of industry experts including Andy and Julie Plata, co-CEO’s of the OutputLinks Communications Group, and thought leaders from Pitney Bowes selected the winners of the Powerful Communication Award, Colorful Communication Award and the Profitable Communication Award. Industry peers viewed and voted for nominations for the “Innovators Choice Award” online.

For additional information on the Brilliant Communication Awards, please visit www.pbbrilliantawards.com

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Using Direct Mail Marketing

data lists, Direct Mail, Printing, variable data printing, VDP

You might think that direct mail marketing is an old approach to marketing. Back in the day, you would buy a list of names and street addresses based on ZIP Code and you would mail out thousands of cards to those recipients. Back in those days if you got a two percent response rate you were lucky. Are you still using direct mail the old way? Is using direct mail cost effective? Are you looking for a better way of connecting with potential customers?

The secret to success with direct mail is starting with a good mailing list. What exactly is a good mailing list? How do you get one? What are your options?

Today there are so many options. You can dial in your mailing list to target specific potential customers. If you know the demographic and the psychographic of your customer, you can order a mailing list of very specific people to whom you should send your marketing materials. Your psychographic is most likely “homeowners.” The demographic says they have incomes above $50,000 and they’re more than likely 25 years old or older.

Did you know the big companies that keep mailing lists also maintain about 100 or more points of additional demographic information? If you knew that the majority of your customers drove BMW or Mercedes Benz cars, or if you knew the majority of your customers were married and had children, you could filter your mailing list with that information. If you knew that 80 percent of your customers came from high tech industries, you could filter your mailing list with that information. On the other hand, if you knew that 70 percent of your customers that bought a geothermal unit from you also replaced a propane furnace, you get a more useful mailing list if you selected people that have houses heated with propane furnaces.

Data Brokers  can help you access such detailed lists. If you don’t want to get too in-depth with your data sets you select your mailing list data  from points such as:

• Adult Age (2-year Increments)
• Estimated Income – Narrow Ranges
• Gender
• Marital Status
• Presence of Children
• Homeowner/Renter
• Dwelling Unit Size
• Length of Residence
• Home Market Value
• Mail Order Buyer
• Credit Card Users
• InfoBased Networth Indicator
• Mail Order Donor
• Mail Responders
• Children Age Ranges
• Head of Household Education
• Software Buyer
• Real Property Real Estate Buyer

You can purchase a mailing list for a one-time use or you can purchase the list to use multiple times during the year. If you plan to do multiple mailings, and I would counsel you to do so, it pays to purchase the use of your list for the year. If you are the do-it-yourself type, this could be a good fit for you.

However, while the mailing list is very important, having an eye-catching marketing piece is also critical. In addition to including your branding and messaging, a good direct mail piece will also include some type of hook, a free gift or cash back offer. A cash offer is preferable to a discount because it’s easier for the customer to relate to a cash offer.

You need a strong call-to-action. Have you ever received an advertisement that was nice but it didn’t tell you what to do? It may have said things about the company and it may have even had a phone number or website listed but just stopped short of telling you what to do next. That’s where the call-to-action comes in, it tells the reader to do something next. As an example there is the old tired and worn out phrase, “Don’t delay call us today!” You could say something like, “To receive $50 off you next service call, call us today to register your discount.” The point is you need a strong call-to-action or you are just wasting your money.

Never miss an opportunity to test your message. If you’re mailing 30,000 postcards, divide them into three groups and create three different but similar cards in order to determine which one produces the best results. As you tally the results, keep notes on what worked and what didn’t. If one produces a great response, send it out to the remaining 20,000 addresses to get even better response from your mailing. Testing makes direct mail marketers very successful.

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Originally posted on ContractingBusiness.com

Targeted mailing list 'the key to direct mail success'

business mail, data lists, Direct Mail, variable data printing, VDP

Even with the rise of social media marketing, more conventional techniques like direct mail are unlikely to go away, but B2B data and business mailing lists could be vital to campaign success.

Speaking to Marketing Week, Annabel Venner, marketing director at niche business insurer Hiscox, described the varied mix of media the firm uses in its promotional activity.

When asked whether modern elements such as social marketing would ever replace traditional techniques like direct mail, Ms Venner argued that a variety of media was necessary.

“I cannot see direct mail going away, but you need to make sure that you are targeting the right people. This means data is massively important,” she told the journal.

Firms marketing their products and services to other companies may therefore be encouraged to use business mailing lists to ensure they are reaching the right prospects.

Earlier this week, Phil Kingsland, site director at knowthenet.org.uk, suggested that smaller firms do not need to become entirely digital to benefit from the internet.

He said that on and offline operations can coexist and support one another, perhaps through a mix of B2B email marketing and direct mail strategies.

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Originally posted on ThomasLocal.com

The 8 Components to a Successful Direct Mail Campaign

data lists, design, Direct Mail, Printing, variable data printing, VDP

Direct mail is one of the best marketing tools when you want to connect with a potential customer on a personal level. A well developed campaign can generate new sales for pennies on the dollar, source leads for your sales people, create brand awareness, and make your marketing budget work harder and go farther. On the other hand a poorly developed direct mail campaign will leave your phones silent and give your sales people the opportunity to catch up on their reading. So how do you create a well developed direct mail campaign? Is there one factor that dictates if your mailer is read? Can one decision reduce your response rate? What makes one direct mail campaign work while another fails?

You can have the best data list but if you don’t offer the potential customers something they want they won’t respond. New and innovative creative without a call to action will leave your registers empty. The point is this: the key to direct mail success does not involve one single component it involves everything working together. What are the components? How do you maximize the effectiveness of each component? Well…

The three most important components are often considered to be the data list, the creative, and the offer.

1. Data List
Arguably the single most important part of any direct mail campaign, your data list dictates who gets your direct mail advertising, and who doesn’t. Before you go out and buy 10,000 addresses you need to know who you are marketing to. Define your audience and the audience and sub-segments. You know your business best, and you know who is going to buy what you have to sell. Decide where the best opportunities are and target your direct mail campaign. By working with a good list broker, and knowing the type of person who is likely to purchase your product you can send your direct mail piece to the people who are likely to buy your product, and only those people.

There is no reason to send an ad offering “half price pool cleanings” to everyone in an apartment complex. By getting specialized data from a list broker you can dictate specific factors that will make your mailing more likely to succeed. You could start by making sure everyone on your data list has a pool then narrow your list down further by making sure the prospects already use a pool service. Targeting specific demographics, versus mailing to the general population, increase the chances that your mail targets have an interest your product or service and will want what you are offering.

2. Creative
First impressions are everything. From the time a prospect sees your direct mail piece you have 3 seconds to get their attention. If your mailer doesn’t captivate the reader your ad will end up in the trash. If the mailer looks cheap the company sending the mailer will be considered cheap, and the mail piece will be considered junk mail. A professional designer with a good understanding of the direct mail campaign’s goals can create a mailer that will connect with customers emotionally, personally, and logically. The most effective direct mail campaigns connect with the reader on an emotional level before the reader can process any logical approach to marketing. Non-profit mailers tend to pull heart strings, car companies use relaxation and luxury to connect to the prospect. In either case the connection is emotional from the second the customer sees the direct mail piece, but to really separate good direct mail from great direct you should reinforce the emotional connection of the mailer with individual personalization.

Variable data printing allows some truly impressive personalized direct mail. A car company’s service reminder campaign serves as a superb example. When a customer takes their car in for servicing the car company notes the customer’s millage, the services purchased, what time the customer’s service appointment was, and the mileage the car. Based on a number of factors such as mileage or the date of the previous appointment the dealership will mail a service reminder to the customer that says something like “Mr. Jones, it has been three months since you were at the Main Street Dealership to have the oil changed on your Jetta. We have set aside 8am on Wednesday May 4th 2011 for you. Please call us to confirm this appointment, or to schedule a time that works better for you.” In addition to the very detailed personalization, the reminder postcard will have a picture of the newest Jetta in case the customer is interested in purchasing a newer model. Personalization really separates good direct mail, from ok direct mail. Most of the time people won’t have that kind of data on new prospects, but it’s important to think about what information you do have.  Investing in a good data list you can get some very good information to use for personalization and emotional connection.

3. The Offer
People are offered discounts and freebies all day long every day. It’s come to the point that many people are desensitized to the generic discount offers. The offer  you present in your direct mail campaign needs to be something that will appeal to the niche segment. Think about a restaurant that’s mailing to an opt-in list gathered at a charity event. By offering to donate $2 to the charity for every entrée purchased when they bring in the mail piece the restaurant does 2 things. First they appeal to the charitable nature of the people on the list, and second they provide something of value to the prospect, food. Another option could be offering a free chocolate dessert to a list of people who left their contact information at a local chocolatier. In either case there is a specialized offer based on specialized information about the potential customer. The more customized the offer the better your response rate will be, as long as you targeted the offer to the right people. Never assume that a general offer will work as well as a targeted offer. No matter what offer you decide to use you need to get to the point quickly. Potential customers want to know “what’s in it for them” and they want to know sooner rather than later.

The data list, creative, and offer are often seen as the most important parts of a direct mail campaign, but there are 5 more components to good direct mail campaigns that need to be addressed.

4. Call to Action
A call to action is not an offer. It might include an offer, but the call to action tells the potential customer exactly what to do next. Call now to get your free Yo-yo, Log in to get more information, Send us the enclosed postcard to get your free book. Sometimes it seems like an obvious next step but never leave anything to chance. Telling them exactly how to take advantage of the offer will increase your response rate.

5. Contact Method
When the customer follows the call to action it’s vital that you let the customer choose the kind of interaction they find the most comfortable. For some it will be a phone call, others will want to use a web site. Give the customer as many options as you can, email, web, phone, fax, QR codes, snail mail. If the customer doesn’t like their contact options they will simple choose not to contact you. You only need to list contact information once. Not once per side, just once. If a person wants to contact you they are more than willing to flip over a direct mail piece to look for your phone number.

6. Timing
A direct mail piece offering a 20% discount on landscaping plants to a someone who just spent $500 dollars buying new shrubs  is not going to work very well, but if you mailer arrived a day sooner that may be different. It’s important to try to predict when people will be receptive to your offers. It’s impossible for a plumber to know that a prospect is going to have a pipe burst in a week, but that plumber knows that February is the coldest month of the year so sending out a direct mail campaign in January would be a good idea. You can’t predict specific events but you can focus on constants like changes in seasons, or regular maintenance as noted in the car company example above. Be sure to you what information you have to the best of your ability.

7. Repetition
Direct mail is not a one and done approach to marketing. When you make the decision to buy a TV you’re already familiar with 2-3 stores that sell electronics, and your familiar with them because you have seen their advertising. Direct mail gets its best results when a prospect gets multiple mailers over a period of time thus building a customer’s familiarity with your company. They start to learn about you and your services so when it turns out they need your services they are you are the first company they think of.

8. Testing
To truly understand what works and what doesn’t work you need to test. Don’t just test when things don’t work, test when they do work. Test multiple offers. Test multiple creative approaches. Testing a successful campaign can give you insight into why it works so you can make it better. Testing a campaign that doesn’t work can salvage your marketing investment. You may think you know why your direct mail campaign is working, but will never know for sure until you test it.

Mailing a great offer to the wrong people or sending amateur creative to customers will cause your sales to suffer. Plan your mailer, think about your audience. What will motivate them to contact you? How do you connect with them on an emotional level? What is the best time to for them to receive your mailer? Don’t plan for just one mailing. If your budget only allows you to mail to 10,000 pieces try mailing to 2,500 people 4 times. If your campaign is good you will get a better return on investment. Direct mail is only as good as the components that create the campaign, but when all the components work together you get a powerful personalized ad that speaks directly to the needs of your customer.

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Have you had a direct mail campaign that performed well above what you expected? Or a direct mail campaign that failed horribly? What do you think you did right or wrong? Comment and let us know!

QR Codes, more than you want to know.

2D barcodes, data lists, Direct Mail, Printing, VDP

QR Codes are being talked about in the world of Direct Mail, Direct Marketing, retail sales, insurance sales, real estate, or any other industry where a new way to connect to a consumer is a good idea.

www.tri-win.com

Look! A QR Code. Follow it to go to our home page.

I have seen more posts regarding what they are and how “x” company can integrate this wonderful new technology to leverage your ROI and increase your response rate in your targeted sector of demographic focus… bleh. The short explanation is this: QR Codes are an everyday part of life for Smartphone users who pay attention to new tech.  Soon they will simply be an everyday part of life, so it is in every marketer’s best interest to learn about them, and use them. It is not in every marketer’s best interest to spend three days reading article after article to learn about them so I am going to speed up the learning process.  This post compiles information from a bunch of different sources and present it here in way that you can read the bits you are interested in and ignore the bits that you already know. Plus, I will even site sources that I use so you can get more information on a specific topic. Guess what kids, learning how to write a research paper in college was worth something in the real world.

“What is” with a little “how to”…

Let’s start from the beginning. A QR Code is a bar code . Similar to the UPC Code you will find on any product in your local grocery store with a couple of important differences, data storage and readability. A UPC code is read in one dimension, laterally, and can hold about 30 American Standard Code for Information Interchange (ASCII) characters.  A QR code is read in 2 dimensions, laterally and horizontally holding much more information, up to 7,089 characters including ASCII, binary, kanji, and kana. It’s the added dimension that lets a QR Code hold so much more information and do some of the very cool things that it can do. I’ll talk about the “can do” a little later now let’s talk about the how to.

Scan it. Seriously to activate a QR Code all you need to do is point a smart phone with the correct reader application installed at the paper, billboard, television screen, or computer monitor where the code is displayed and scan it. Not all QR Code readers work the same, nor will they handle data the same way. The QR Code industry is in need of some standardization but until that happens your best option is to search for “QR Code Reader” in your favorite application market and pick a reader that looks good to you. Most new smart phones come with a QR Reader installed.  I use a smart phone with an Android operating system and the preinstalled reader was called Goggles. I don’t believe iphone has a reader preinstalled but you can get a reader application free. I installed I-nigma on an iphone 4 and Neoreader on an iphone 3 over the last few weeks.  The above mentioned readers are not the only readers just the ones that I have used personally, and are not endorsed by this blog or the QR reader association of America… blah blah blah…

Once you have the reader installed, launch the application, use the smart phone’s camera to display the QR code on the screen and either snap a picture or, depending on the application, the QR Code may be recognized automatically. Goggles needs you to snap a picture I-nigma will react when you get the code positioned inside the frame displayed on the screen.  After your smart phone reads the code then it will react based on the information contained in the code, and do what it can do.

Now about that “Can Do”…

Right now there are two major uses for QR codes. The most common use is directing the phone’s browser to a web page of some kind, just like the one at the beginning of this post.  Encode a URL as a QR Code then scan it with your smart phone. Your phone will open its browser and point you to the website. This is nice for a couple of reasons. First it saves the consumer the hassle for typing in a URL by hand. I know it’s a small thing but simple is usually better in all things. Second it lets them visit the website immediately while your marketing actions are fresh in their mind.

The second big use right now, and one of my favorites, is the QR Code business card.

demo QR vCard

Fake business card

This is usually done by creating a V-Card, or meCard, then translating that code to a QR Code format. You can embed your name, address, phone, email, website and more in a QR so that a user can scan the code and get all the information entered into your contacts automatically. You don’t need to worry about losing a business card again. Just losing your phone, and frankly you are going to have bigger problems to worry about if that happens. Notice how their are a lot more squares in this code than the on above. The more information you put in the code the bigger it gets so don’t try to encode your entire company directory at one time.

There are other things that QR Codes can do. Lots of other things:
• Browse to a Website (as noted above)
• Bookmark a website
• Make a phone call
• Send a text message (SMS)
• Send an e-mail
• Create a vCard (also noted above)
• Create a meCard (I noted this above as well, pay attention!)
• Create a vCalander Event
• Google Maps
• Bing Maps
• Geographical Coordinates
• Android Market Search
•Youtube URL for Iphone
• Encode the Latest Tweet of a User
• Tweet on Twitter
• Twitter Profile Image Overlay
• Create a Blackberry Messenger user
• WiFi network for Android
• Free formatted text
• Taking payments (this was not noted above, I will explain this later)

How about a little more “how to”…

Even with all the things that QR Codes can do they are surprisingly easy to create. There are a number of websites that will help you create a QR Code ( look a list of QR Code Generators!) Keep in mind one generator is not a good as another. My personal recommendation for QR Code generator of the afternoon is http://keremerkan.net/qr-code-and-2d-code-generator/ . I used Kerem Erkan’s generator to create all the QR Codes listed in this post. It has a very simple interface and lets you control file output and the color of the code. Surprise! QR codes don’t have to be black and white.

QR Art…

Warning: I am a designer by trade so I may get a little over excited about this bit. You do not have to slap an ugly QR Code on well designed media. QR Codes are just now going main stream so they tend to be the focus of the media they are included in. Big black and white squares positioned right in your face.  For now this makes sense since the marketers using them tend to need to educate their audience on what they are and how to use them. As they become more common they will become something people will look for, like a web address, allowing designers to integrate functional QR art seamlessly with their design. Just because they are traditionally black and white does not mean they should be. QR codes:

• Can be any color
• Can be any modular material
• Must have at least 55% contrast between the foreground and the background
• Should have a margin or “quiet space” of 4 units
• Need to have clear detection patterns in the corner
• Can have up to 30% of the code obscured if you use the highest error correction
• Can be read with any orientation
• Can put it in perspective
• Can be anamorphic (widescreen)
• Can have the cell shape distorted
• Can have the interior made of circle or other shapes
• can have the design reversed.

free Text QR Code

Nothing of interest in this QR Code

 

 

If I have your head spinning with all the QR possibilities I suggest looking at Erica Glaser’s post about QR Design. I found 80% of all my information about QR design on her blog. Or if you still want more look here for some very creative uses of QR Codes

Why…

Why would anyone want to use a QR Code? Because there are benefits to using QR codes. For the user, aka, the consumer, or the reason you are getting your paycheck, QR Codes are simple.  Seriously, its point and click, how much easier can it get? If you are concerned about the learning curve I have shown nearly a dozen people how to use QR Codes in the last three weeks. As soon as I show them how to install a QR Code Reader on their smart phone the three minutes of lessons are over and they start scanning ever QR Code they see. I know this is true because they bring me all the printed material they find with QR Codes on it. OR they walk up to me with their phone and tell me to scan the image of the QR code that they have displayed on their screen.

Yup this QR Code is made of sand

A QR Code adds an element to print media that will get people to interact in a way never before possible. In the past print media drove people to the web by putting a URL on the paper. If the marketer was lucky the consumer remembered to look up the website when they got home. With a QR Code your magazine ad, newspaper article, t-shirt, button, coffee mug, billboard, etc, becomes interactive at the time your viewer is looking at the advertisement.
You can change the content of a QR Code after it’s printed. No, you can’t change the ink on the paper but you can change the web site the QR Code it pointing to. Since QR Codes that resolve to a URL point customers to mobile-friendly websites you can change the website all you want without changing the print. Update quantities, add customer reviews, list your new line of toe-socks, and everyone who scans the QR Code will see your updated information in essence extending the lifespan of print media pieces.

So let us marketers talk about maketing…

For all of us marketing types, one big benefit of using a QR Code is the trackable nature of the technology. QR Codes with the right support behind them can give you an incredible amount of data: where the code was scanned, what time, what kind of phone was used. Even if you don’t have a budget for fancy metrics you can still get great details about who is scanning the code with Google Analytics and a little creativity. Let’s say you are branding coasters with your company’s newest line of beer, and distributing the coasters to 8 different bars. If you build 8 different landing pages that look identical, and embed landing page one’s URL onto the coasters that get distributed to bar one, and no other coasters get send to that bar, you know that every time someone visits landing page one they were at bar one. Maybe you are sending a direct mail piece and you want to test three different versions of art? Use three different landing pages, and three different QR Codes. Use one code per version of art. You will get some good data, and every consumer will get the same online experience.

This is a tool…

QR Codes are tools and they are not marketing in and of themselves. Well they are new enough now that they market to the techie crowd just by being used, but that will not last. There a some things that can be done to get people to use the QR Codes

Educate the consumer. For now a little bit of education will go a long way. Many people with smart phones still don’t know what a QR Code is. That will change. For now a brief how to” is a good thing.

Tour of Tri-Win Digital Print and Mail Services

Scan this QR Code to get a tour of our building.

Let the consumer know what to expect when they scan a QR Code. If the QR Code links to a video simply say “scan this QR Code to view our video.” Seriously, this QR code does link to a video tour of our facility.

Most importantly give them something new! Don’t just link to a digital image of the ad give them new content. You could create a 2 part ad and link to the other half of the video, or offer them a chance to sign up for an email list. Hey, you could just offer them 10% off their next purchase because they scanned your QR Code. As long as there is more information after they scan the code that is the important part.

Is this just another tech fad…

Yes, it is another tech fad but it is more than that too. There are some large corporations who are adopting the QR Code as part of a daily shopping experience.

Macy’s is using QR codes. They launched a new service called “Macy’s Backstage Pass” that will provide consumers with essential tips,  and information on their latest trends via 30-second films formatted to work on users’ mobile phones. In addition to committing to use the technology Macy’s is also educating consumers with a 30-second TV spot running nationally that shows shoppers how to use the QR Codes and what they will get when they scan them.

Best Buy is using QR Codes. Back in September they added QR Codes to product information tags making them the first national retailer in the US to deploy this technology. Scan the code next to the TV you are thinking of buying and you get access to the product detail page.

Post’s Honey Bunches of Oats is using QR Codes adding them to more than 12 million boxes as the primary distribution vehicle for, “Honey & Joy,” a web based sitcom.

Starbucks is using QR Codes. Letting consumers pay for their coffee is the latest us of QR Code technology. The goal here is to get Starbucks customers to stop using physical Starbucks cards and start using Virtual Starbucks cards. To use the service the customer displays the QR Code on their mobile phone and a reader located at the point of sale scans the code and subtracts the cost of the drink from the funds preloaded on the Starbucks card mobile account.

Home Depot is using QR Codes. Partnering with a mobile barcode platform developer call Scanbuy Home Depot will use QR codes to provide “how to” videos, information about the supplier, appropriate usage guidelines, safety instructions, or anything else Home Depot deems smart phone appropriate. Plus you will also b able to purchase the product using the mobile phone after scanning the QR Code in-store or at home.

But wait QR Codes are not just for retail applications.

New York is using QR Codes. By 2013 all New York City building permits will have a QR Code on them so smart phone users can get details about  the ongoing project or file a complaint regarding safety or noise concerns.

Tokyo is using QR Codes. There was an experiment in Tokyo where QR codes were overlaid on top of a city map.  When the QR Code was scanned the user was given directions to the part of town associated with the QR Code.

The Post Office is Using QR Codes. “Deliver Magazine”, a publication produced by the post office, did a feature article on QR Codes in October, 2010.  Since then they have started using QR Codes in marketing to offer people the ability to get free flat rate shipping kit

What does all of this mean…

I see them popping up all over the place, and I bet you will too now that you know what they are.  They have already taken hold in Japan, they have been in use there for years. While it has only been in the last year or so that QR Codes have started to get the public’s attention they have it now. Plus with it projected that 50% of Americans will have a smart phone by Christmas 2010 the use of QR Codes will only increase. For now integrating QR Codes into your marketing will give you a competitive edge, in a year not integrating them in your marketing will mean you are behind.

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Are you planing on integrating QR Codes into your marketing strategy, or have you already printed them on every thing you own? Let me know, and if you think this post was useful to you link to it, or pass it along to your friends.  Thanks!

Direct Mail Beginning to End – Production

design, Direct Mail, Printing, VDP

So now you have a great list of prospects and with a little help from last week’s post, Direct Mail Beginning to End – Design, a clever professional looking design that people will want to read your direct mail campaign. This week it’s time to take your creative to a practical place and, sadly, allow real world considerations to start affecting our final outcome. Things like size, shape, paper quality, color, weight all affect what your final costs will be. I know is sounds complicated but if it was all intuitive I wouldn’t need to write this blog would I?

Let’s start with paper quality and finishes. This decision should focus on your aesthetic preference and what impression you want to give to your customers. Do you want to have nice textured 130 pound paper or would 60 pound text paper work for your mailer.  The quality of your paper speaks to the nature of your company.  If you go with the cheapest option your decision to use low quality materials will be obvious to you prospects. Selling a luxury car with uncoated paper that tears as you turn the page will not send the message of quality and status that ultimately sells a $50,000 car. The better quality paper you use the better your mailer looks, but even if you can stand in front of the owner of your business and justify why you spent three dollars for each postcard you mailed you may want to reallocate that funding somewhere else. High quality paper sends a message of quality but too much quality can send the wrong impression. For example, if you use a very expensive stock in a donation direct mail campaign for a local charity you may find that you have sent the impression that the charity has extra income so donations may not be needed after all. Your paper choice should be affected by the message you are trying to send. If this doesn’t make much sense to you talk to your designer. If you have a good artist working for you they will understand what I mean and offer a suggestion or two regarding paper and finishing.

The paper finish: gloss, matt, coated, uncoated, etc. effects the impression your mailer has on a customer, so you need to consider paper finish as part of your impression but the bigger concern is durability. It doesn’t matter what paper you choose if the mailer is destroyed by the time it reaches its destination. Once I made the mistake of printing a direct mail campaign on a gloss finish paper without using a protective coating. By the time it made it thought the mail it looked like someone had used it as sand paper. You can save a little money if you decide not coat the paper with a protective finish but make sure it can survive the post office’s automated processes. You may not need to use coated stock if your mailing goes in an envelope, but any surface of the direct mail piece that is exposed in the mailing process should have a protective coating to avoid damaging the ink.

Now let’s talk about the ink. The more colors that you need to print the more expensive it is to print. Printing one color of ink is going to be your cheapest option. You have options of printing 2, 3 or 4 colors as well. 4 color printing is also called full color since you use cyan, magenta, yellow, and black (CMYK) to reproduce the full spectrum of colors. If you are printing 1, 2, or 3 colors you are probably using a spot color. Spot colors are inks that are mixed before they are put into a printing press to get a certain color and are generally not mixed. That ends today’s remedial ink 101 lesson. With direct mail your printing options are only limited by your budget, but remember the more inks you need the more your cost will be. There are some very creative and eye catching designs made using 1 or 2 color printing so don’t let the concern of ink costs limited the quality of your art. To make sure you are getting the best materials for your money you need to be sure the printer you are working with understands their business and knows when digital printing is better than off-set printing.  Get an expert (pay attention to that expert line I’m going to use it again in next week’s post).

Printing is the first major cost of producing a direct mail campaign. There are decisions that need to be made at this stage of the process that have wrong answers. Very costly wrong answers so get a printer that knows what they are doing! Get an expert ( I guess I used this line sooner than I thought. It must be IMPORTANT!) Make sure your printer is willing to discuss options with you. They should be willing to talk to you about the printing process, and discuss options on what kind of printing would work best for you.  Allow them to make recommendations, but make sure they can tell you why they made those recommendations. Make sure you know how long it will take to get your materials printed. Once you get your mailer printed you will need to deal with the other major cost of a direct mail campaign, postage, and I will deal with that next week in Direct Mail Beginning to End – Postage.

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Direct Mail Beginning to End – How to Get Started.

Direct Mail, VDP

Direct mail advertising gets a bad rap.  It doesn’t get the kind of exposure that TV commercials get, or the kind of captive audience that radio commercials get during the drive home, but it is one of the best advertising mediums available. Direct Mail is all about efficiency, and it’s important that people understand how effective efficiency is in advertising. TV and radio alike focus on creating a commercial that broadcasts to everyone tuning in. Think of it like giving the first 3,000 people who look at you the same message. It doesn’t matter who they are, what they do, or what motivates them. If they see you, then you give them the message. Not only is this a very impersonal approach to advertising but if the TV ad is offering a lunch discount on sushi to a person with a fatal fish allergy then the ad is not going to work. Not to say the shotgun approach doesn’t work, it does, but its lack of efficiently is expensive.  The expense of producing a quality TV ad is still out of reach for many small and medium sized businesses that’s why most TV commercials are produced by the Wal-Mart’s and Best  Buy’s of the world. Fortunately there is another way.

Direct mail removes the shotgun from advertising and focuses on creating a personal targeted campaign. When executed well it really is one of the most efficient forms of advertising. Wal-Mart and Best Buy, with their huge advertising budget and multiple TV commercials, still use direct mail because it can be customized for each and every individual targeted in an advertising campaign. With a well developed direct mail campaign the customer who carries around an EpiPen to protect himself from an accidental taste of sashimi would never see the “all you can eat” sea food advertisement. The discount shrimp ad would have skipped his mail box, and perhaps found a local foodie with tight budget. Direct mail is all about getting the right message into the right hands. Unlike TV or Radio that speaks to everyone whether they are listening or not, good direct mail only targets people who might want what you have to offer. Then it packages the offer in a way that appeals the potential customer as an individual.  By limiting the audience to interested parties, and approaching that audience in a personal way, a direct mail campaign can get better results at a noticeably smaller cost than any TV Commercial.

If a targeted personalized ad campaign that can be produced for as low as a $0.25 per lead sounds like it might be a something worth looking into then you are in luck. Over the next few weeks I am going to explain how to create a direct mail campaign from beginning to end in a step by step process, buying the data list, designing your direct mail campaign, producing the mailers, and mailing the campaign.  I’ll even throw in some information about getting a good postage rate, measuring response rates, integrating a direct mail campaign with new technology and how it can be done in an environmentally friendly way. It can sound like a lot but if you take it one step at a time, and you have the right direct mail experts backing you it is a very manageable process.  Take some time decide who are the most likely people to buy what you’re selling.  Does this target group, own a home, do they make over 6 figures, are they in school, do they have a birthday in January, do they own pets? Think about it and figure it out because next week , in Direct Mail Beginning to End – Data Lists, I’m going to talk about the most important part of any direct mail campaign, the data list.

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