Category: Custom Design & Printing

Direct Mail is NOT Dead

Posted On: Category: Custom Design & Printing, Direct Mail MarketingPosted By:

Many of us may view direct mail as a part of the Jurassic Period in today’s world due to the fact that email and mobile marketing are so integrated into our daily lives. According to an article in Forbes, direct mail transcends to demographics of a younger age (18-to 34-years-old). You must be wondering how this could be so when the younger generations were brought up in the “Digital Age”. However, according to recent studies, they actually prefer marketing offers through the mail as opposed to online sources.

The USPS has been innovative in making direct mail more measurable for marketers by introducing the Intelligent Mail Barcode (IMB) which has proven to be cost efficient for these marketers. Most marketers have a problem designing an effective piece that will truly stimulate their audience time-after-time. According to a study done by the Target Corporation, their B2C direct mail campaign resulted in the strongest ROI and customer contact and retention. However B2B scored higher for marketers as having the highest ROI. As you can see both customer segments have different ways they prefer to be approached by marketers.

Remember the next time you think of writing off direct mail as a form of marketing just take note it has higher customer retention especially with younger demographics (which seem to be the leaders in building brands and trends).

Holiday Greetings

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

Once again it is that time of the year where people begin to plan what kind of Holiday Greetings they will send to their close ones. Last week I talked about being more personable by handwriting the addresses on your direct marketing campaigns. In order to continue to nurture strong bonds and remain in the minds of customers it is a great idea to send out a Holiday Greeting. Whether it is an e-mail or greeting card it is an amazing way to show your customers that “you”, the company, are thinking about them during the holidays and appreciate and value their business. As a result of this small gesture they may be more inclined to think about you the next time they make a purchasing decision. When contemplating sending an e-mail, be aware that one of the major trends this holiday season is that more retailers will be sending holiday greetings by e-mail designed for tablets and smartphones. The reason for this is due to the fact that more and more people are not accessing their computer and instead are using their mobile devices.

If you are sending a direct mailing piece make it a priority that you stand out in the abundance of mail a client might receive from other companies. The more you stand out from other holiday greetings the more likely you will be noticed and remembered in the minds of your customers. So get into the spirit and start planning your holiday greetings in order to highlight special deals or just show your customers that you care. And of course, personalization might place you above the others this season!

Handwritten Address Can Increase Response Rates

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

When was the last time you received a personalized handwritten piece of mail? I would guesstimate it does not happen too often; however when you do, doesn’t it peak your curiosity to open it and see what’s inside? Personally, I am always a bit excited to open the envelope and I find it far more personable then sending an e-mail or text message. A recent article that I read believes that using a handwritten address on envelopes in a direct mail piece will prove to be advantageous and make a huge difference in increasing the company’s response rate. Therefore think about how one of your recipients would feel if they were to see that your company took the time to send a hand written envelope to their mailbox.

If you want to make your direct mail campaign even more personable include a personal note within the piece. It’s proven that people like to see their names handwritten on their mail. In reading other articles on this subject it appears that the effective power of personalization is key to getting higher response rate. So next time you launch a direct mail campaign, holiday greeting card, or a simple thank you card from customer service please think about this blog.

Ways to Ensure Your Company Launches an Effective Direct Mail Campaign

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

Although electronic advertising is extremely popular, direct mail campaigns still make a significant impact on customers. This week I really wanted to look at how a company can produce an effective direct mail campaign with a few simple, but crucial, guidelines. How can your company ensure that their direct mail campaign is successful? First you need to create a budget but don’t forget to take into consideration the cost of materials, shipping, and printing. Craft a clever and dependable message. The message is often the most important part of any marketing piece. Be certain that the mailing list is being sent to the appropriate customer base or the message and responses that your company is looking for will be lost. When you compile a list of contacts take into consideration factors such as demographics and location. By paying attention to the particular audience you want to reach your message will be more effective leading to higher response rates. Make sure that the content included in your direct mail campaign is clear and understandable so that those you are targeting comprehend the message. It is always important to have a call-to-action for your customers.

Once again I cannot stress the importance of having a direct mail piece that really does stand out from the rest of the clutter in the mail. Lastly, measure, measure, measure!  Measure and track the success of your campaign so that you are able to see those who are responding to your direct marketing effort.

Direct Mail Is Not Ancient

Posted On: Category: Custom Design & Printing, Direct Mail MarketingPosted By:

Direct mail marketing is one of the oldest forms of effective marketing strategies. Some may ask, “Is direct mail still effective?” Yes, in fact it can prove to produce a larger response rate than e-mail. It is especially successful when it is “lumpy/bulky” and rather different from the typical “billing mail”. In today’s world we are bombarded continuously with various e-mails that, lets be honest, most of us don’t even give the time of day. Of course e-mail is less expensive however it is less receptive due to the fact that it can be mistaken as spam.

According to a study conducted by Epsilon Targeting, direct mail marketing is much more receptive and preferred over e-mail. Furthermore, it is more personable and it shows that “you” as the company are trying to really make a connection with “your” individual consumers. Yes, it may be slightly more expensive but the return may prove to be greater than what one would receive with a simple e-mail campaign. Combining these two forms of direct marketing can also assist in generating a higher response rate. One could simply send out a direct mail campaign and then follow up with an e-mail. This may seem to be a more aggressive approach however your target audience may have a better chance of remembering your company. So as one can see that although direct mail marketing is considered ancient it is still successful in the world of marketing during this digital age.mailbox resized 600

Difference between a Flash Drive and a Web Key

Posted On: Category: Custom Design & Printing, Webkeys / QR CodesPosted By:

Some may ask, “What are the differences between a web key and a flash drive?” Well, maybe this can clarify any misconceptions. A flash drive is perfect for large amounts of portable data. As an undergraduate student I often used them to carry around presentations for my classes and they were perfect for carrying around large amounts of data. They were also perfect to back up important information. Unlike flash drives, web keys are not used to store data. A web key is used to launch a website, micro-site, or PURL that can be frequently updated, so the information on the site is always relevant and up-to-date because these updates will be seen each and every time the web key is plugged into the computer. Web keys have a much longer shelf life because they save a website address that will launch every time the web key is plugged in. This can be a contest, website, videos, PowerPoint decks, etc. Due to the fact that these small web keys contain no memory they don’t carry any viruses and therefore they are safe for all users. Web keys are effective vehicles for delivering information to your audience. The real benefit of using a web key versus a flash drive is its ability to track the prospect’s interaction with your website and all of the reporting capabilities you get because each interaction is trackable. 

QR Codes rise in popularity

Posted On: Category: Custom Design & Printing, Webkeys / QR CodesPosted By:

In a newly released study by the mobile marketing and technology company, Nellymoser, QR Code usage by publishers, has increased sharply since last year. In Q1 of last year only 352 codes were published by the top 100 U.S. magazines. During Q1 of this year that number rose to 1,365. The positive trend continued into Q2 with the number of printed codes soaring t0 2,200.

It’s important to note that the study did not look at the number of code “scans”, but only the number of times they were used. Still, the study suggests that the popularity of QR Codes amongst advertisers is on the rise, at least in publishing. Not surprisingly, there has been steady growth in smartphone ownership in the past two years. In a Pew Internet study conducted at the beginning of this year, 46% of American adults owned a smartphone. That was up from 35% during the same time the previous year. Currently, more Americans own smartphones than traditional “dumb” phones.

What do you think about using QR Codes? Have you used them and if so, were they effective? Please sound-off below!

It’s 90 degrees out – time to think about the holidays!

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Direct Mail MarketingPosted By:

Last night I saw my first “back to school sale” television ad of the season, though my wife reported that they have been airing for weeks already. As a kid this was the worst feeling. You knew that the carefree days of summer were dwindling and any day now your mom was going to be dragging you out to buy Fall clothes, binders, pens and organizers. As an adult, I look forward to the autumn. The cool night air brings relief to the scorching hot days and humidity, and we are always thankful that our air conditioner survived another year.

With the unusually hot summer in the North East, it’s hard to imagine that HolidayCardsmarketers need to be thinking about the holiday season. Every year we try and remind clients that it’s time to begin planning for the holiday season and getting holiday card programs underway.

As you may know, we don’t send out your average holiday cards. Using one of our high-impact dimensional designs we try to surprise recipients every year with a unique and engaging design. This all takes time, however. Though our turnaround times have gotten shorter as our procedures have become more efficient, it’s important to leave enough time to plan and execute the perfect holiday card program.

Check out Susie’s featured video of the week for more on our high-impact holiday cards. You can also request samples today.

Magazine Inserts Offer High Engagement Opportunities

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Marketing InsightsPosted By:

The past five years have been tough on the magazine industry. In fact, 2008 – 2009 saw sharp declines in magazine advertising. However, in the past two years the numbers have rebounded and marketers are returning to a trusted performer. If you look at the numbers you can see clear signs that some magazines are simply failing to keep circulation numbers, especially with all of the digital content that is available to readers. However, many specialty magazines are seeing increases in circulation. Fortunately, these are the magazines that offer the greatest targeting opportunities for marketers.

Structural Graphics has a long history with the magazine industry, creatingoldinsert memorable and engaging high-impact magazine inserts. This isn’t to say we’re the only ones doing great magazine work. Check out this collection of amazing magazine inserts that are truly unique – and what’s more, many of them effectively bridge that fickle gap between print and digital. These aren’t the ads your grandmother flipped through, but if you’re nostalgic about this stuff, check out this great collection of old magazine ads from 20’s through the 70’s.

You may not realize how many marketing opportunities magazine inserts really offer. Through the years we have truly tested the limits of magazine binding to squeeze in every bit of impact we can get into such a small space. For example, we’ve used many non-traditional elements, like the fuzzy material we used to create this cool Tide insert. We have also never limited ourselves by the dimensions of the magazine, as is evident in this highly effective HBO Exploding page insert.

macdonalds adHigh-impact magazine inserts have a unique ability to engage the reader and drive consumer response. Nothing exemplifies this better than the McDonald’s coupon insert we produced for the launch of the Fruit and Walnut Salad. Working with DDB Chicago, we designed an insert that would “explode” open when the reader turned the page and deliver two coupons. We produced over 7 million inserts that ran in several Conde Nast publications. Though we don’t have exact figures, the piece resulted in extremely high coupon redemption rates. You can download the full case study for more details.

Check out more of Structural Graphics’ high-impact Magazine Inserts, or let us send you a few samples.

The Flapper keeps you cool

Posted On: Category: Custom Design & Printing, Dimensional Print MarketingPosted By:

Sitting in my office today I slowly became aware of how hot it was getting. It turned out my wife adjusted the thermostat higher when she left with the kids this morning. Of course, we need to keep the kids cool, but don’t worry about me. I can work just fine in an 80 degree office.

flapper1Without thinking about it, I reached across my desk and grabbed a large 11” Flapper® we had produced for HBO and started fanning myself. The HBO Flapper, which was used to promote the HBO OnDemand service, features beautifully colors and large imagery of well-known characters like Homer Simpson and Shrek. I really liked this piece and had brought it home to show my daughter. As I was holding the Flapper, I began to fold it inward revealing the four unique panels. Even though I had held a Flapper before, many times, it’s just fun to do. The design is truly unique and is one of our most interesting and engaging pieces.

There is no one specific demographic that the Flapper appealsflapper2 to. Kids love it, adults and seniors love it; everyone seems engaged by it. For that reason the Flapper has been used very successfully across a variety of industries such as automotive, healthcare, entertainment and education.

What makes the Flapper unique is the way it folds continually into itself, revealing four separate selling panels for copy and artwork. It also mails flat making it economical for high-volume mailings. Lastly, it’s incredibly versatile. We have produced Flappers that were very small (3” x 3”), and larger ones like the HBO Flapper (8” x 11”). The folding mechanism works just as well either way.

The Flapper is one of Structural Graphics’ exclusive patented designs. Let us send you one to play with, inspire you, or keep you cool.