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Being a print supplier for direct mail, I just read the latest issue of Graphic Arts (May 2012) and came across an article called Mobile Marketing (p.32).

I am not surprised that this article appeared in a print magazine under the [...]]]>

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IS IT ANY WONDER THAT MOBILE MARKETING IS GROWING AT TRIPLE DIGIT RATES?

To put it bluntly, if you try to marginalize the importance AND opportunity of mobile marketing, whatever business you are in, you will miss one of the biggest ships that have come by in recent years.

The new mobile consumer is looking for you on their mobile device and if you do not provide them with a mobile-enhanced experience, they will move on to one who does. Maybe to your competitor down the street.

In a nutshell – if they can’t find you in their mobile search, or if you don’t make it easy for them on your internet presence, they won’t shop with you!

Worse yet, if your site didn’t work well the first, 46% are unlikely to return to try again the next time.

If you still have doubts about the power of mobile, note that one of the most effective AND least expensive ways of marketing is through SMS (Short Message Service) or text messaging which is done on smartphones.

• More than 90% of users will read their text messages within 15 minutes
• Open rates for SMS are as high as 97% while only 6% of users will check their email messages
• 75% of smartphone users prefer receiving offers via SMS
• 65% of people like offers on their mobile phones

With the continued rise and accessibility of the smartphone, mobile marketing is a tool that EVERY business and organization should have in their toolbox. Whether it’s a full-blown mobile marketing campaign, or just a mobile-friendly site, or even just a mobile landing page, it’s worth it to jump in asap.

Question: What 3 things do you always carry with you when you leave home?

Answer: Your wallet (or purse), car keys and…. phone.

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The traditional advertising procedures can be turned into successful marketing efforts that will reward you. [...]]]> Running a business calls for constant evaluation, building relationships with existing customers and developing new markets. Once in a while it is necessary to send letters to your customers. How about using variable data imaging which conforms to one-to-one marketing?

The traditional advertising procedures can be turned into successful marketing efforts that will reward you. Develop long-term business client relationship to promote your sales. Your goal should be long term business rather than one-time sale. Variable Data Imaging can help you customize huge bulk of postcards and other print products.

The following aims can be achieved with variable data imaging:

• Touch the hearts of your customers by using marketing materials that build a strong relationship by appealing to them. It’s better to employ one-to-one advertising to capture your audience. Address your clients personally by using and printing their names to form a close relationship.

• Brands are more in demand by the clients than products. Generate warmth and intimate customer service by creating advertisements that make your brand spell out these traits. Remember that quality and service are the pre-requisites customers that need to be catered to in the times when products and services are being produced on a massive scale.

• It is better to use simple language when you are talking to your clients. It should be like the way you communicate to a regular person. Do not use heavy language which you use for product design manuals and dissertation papers.

• When a new person enters your pool of clients initiate friendly correspondence with them. Develop a friendly relationship with your clients by using postcards, letters, greeting cards and other forms of correspondence.

• It is advised to print your marketing material by including pictures which your clients can relate to. Good quality graphics should be printed in color to cast a strong first impression on the mind your customer.

• Communicate to the customers as you would talk to a VIP and make the content more personalized. Approach them through words like you would talk to a CEO. Be direct and brief them about what they can gain from it. Do not talk too much about yourself in the manner of self-glorification.

• When you personalize and detail each print with Variable Data Imaging, then you could increase the responses of your customers. That way you could earn a major return on your investment without spending as much.

• It would be good if you send them personalized notes on occasions like Christmas. With the help of Variable Data imaging you can print a different image or detail. The most important thing is that your sincerity should come across strongly.

Article provided courtesy of John Adams, Chief Editor, DOW-PRINTING. Website: www.dowprinting.com – A printing website that provides  Variable Data Printing, Brochure Printing, Flyers Printing, Sticker Printing and other printing services online.

For lack of a better name, let’s call them stitched-in self-mailers (SISM).

They’re a very economical way of using direct [...]]]> You See Them All The Time. You Know, The Inserts That Are Stitched Inside Magazines And Brochures.

You pull them out of their staples, fill in the form and return it inside the ready-made envelope.

For lack of a better name, let’s call them stitched-in self-mailers (SISM).

They’re a very economical way of using direct response marketing because they avoid the use of a separate direct mail package. The envelope is already pre-made and they just need to ride along with the magazine or brochure.

Here are a few points to keep in mind when designing a SISM:

Start From Finished Size
It’s important that the finished SISM will fit inside the magazine or brochure without any of the edges sticking out. The folded, stitched-in size should be at least 1/8″ smaller than the piece it’s being stitched into. If you can make it smaller, even better.

Work Backwards And Create A Mockup
To help in designing your SISM on a flat sheet, start with a finished envelope, flap and all, and just hand-draw some artwork on each side. Any kind of markings will do. It’s just to give you a perspective so that when the sheet is flat, you can position the artwork correctly.

Don’t Forget A Perforation
Your response piece needs to come off from the envelope easily. Use a perforation, and don’t make the prospect hunt for a pair of scissors. It’s best to position the perforation along the vertical line where it will be stitched in. That way, the prospect can easily tear out the response or envelope.

One Fold Is Enough
Try to design the response so that it will fit into the return envelope after only one fold. You can also make it fit with no folds if you add more perforations for sections of the response that don’t need to be returned. Don’t forget that because the envelope is not a ‘real’ envelope, the two edges have been glued together and will thus reduce the inside width by about 1″.

After all is said and done, and approved, don’t forget to add your SISM to your toolbox as a template. Your next one will be much easier.

They’re not taking pictures to add to their photo albums. They’re actually scanning these [...]]]> The Application of QR Codes For Marketing And Fundraising Is Limitless. If You Can Imagine It, You Can Use It.

You’re probably noticing them more and more – these little square barcodes that people are taking pictures of with their smartphones.

They’re not taking pictures to add to their photo albums. They’re actually scanning these codes to get more information.

Information about what? Information on just about anything you can think of.

These barcodes, called QR codes for Quick Response, are used as links to websites, landing pages, Twitter, Facebook, videos, text messages, flyers, posters, coupons, instructions, directions, Paypal ‘Buy Now’, free downloads….

The application of QR codes for marketing is limitless. How about airline boarding passes, business cards, magazines, billboards, postcards, movie trailers, truck trailers, T-shirts, coffee mugs, store windows, even tattoos – if you can imagine it, you can use it.

Did I mention that they can be used for just about any kind of marketing, or even fundraising?

The basic idea is that QR codes have the ability to connect people with each other and to multimedia digital content.

What Is A QR Code?

QR codes have actually been used for over a decade in Japan where they were invented by Toyota as a way to keep track of vehicle parts during manufacturing.

Unlike the older linear barcodes that can only hold 20 numerical digits, QR codes are two-dimensional (2D) and can hold more information, literally thousands of alphanumeric characters of information.

The  code consists of black modules arranged in a square pattern on a white background, and the information encoded can be text, URL or other data.

How Do I Read A QR Code?

If you have a smartphone, you can download a number of different QR Reader apps. Depending on your phone, one may be recommended over another. Some of the more popular ones include i-nigma, BeeTagg, NeoReader, Kaywa and many others. You can check out a list of them here.

Any of these apps take just a minute to download and are free.

In the future, it is hoped that QR readers will become a built-in feature of smartphones.

How Do I Create A QR Code?

You can use any number QR code generators, many of which are available for free online. You can try one out here.

Keep in mind that not all QR code generating software is created equal and some are more robust than others. Paid versions offer more options.

The neat thing is that QR codes can be generated on the fly using free online sources, and as the technology develops even more, it’ll be that much easier to promote your business or your not-for-profit organization with a “call-to-action” or a “viral” buzz using this new technology.

Are QR Codes Popular?

According to a February survey of U.S. smartphone users by MGH, a Baltimore social media marketing company, 32% of respondents said they have scanned a QR code.

They are more popular in North America than Europe, and they are becoming increasingly popular here. Since QR codes are read by special smartphone camera apps, the use of QR codes is highly dependent on the rising number of smartphone users. And that number doesn’t seem to be going down any time soon.

What Is The Future of QR Codes?

When I first noticed QR codes, I really found it amazing that people could actually take a picture with their camera phone, and then access more online information. That was about a year ago.

Since then, I’ve been seeing and hearing a lot more about them.

As a marketing tool, they’re amazing.

Example 1: Imagine you’re looking for a new house and you see a For Sale sign in front of a house that looks really appealing, but you can’t go inside to look around. Until recently, you had to write down, or usually memorize, the realtor’s URL to look it up when you got home.

If you’re lucky, you’ll remember the URL when you get back to your computer.

Now you can just scan the QR code on the sign and watch a virtual tour on your smartphone!

Example 2: A charity wants to raise money by partnering with a sponsor who is providing a special offer that will donate a certain amount of proceeds to the charity. A billboard or a simple postcard with a QR code can be used to raise awareness of the campaign.

As a direct marketer for the past 30 years, I have seen scant use of these codes so far, especially in direct mail. If you’re looking for an edge on the competition, now is the time to boost your campaigns with this technology.

The next generation of barcodes will hold even MORE information, so much that an internet connection will not even be necessary. The content will be embedded in the code itself.

Your imagination is the only thing that will limit their use.

Today, it’s called variable data printing or VDP, among a [...]]]> Personalization Is A Must For Successful Direct Mail Nowadays But Terminology And Choice of Equipment Can Make It Difficult To Implement
 

Thirty years ago, it was called mega-typing, power-typing and even computerized-typing. Hence my first company was called Bradford CompuType, later to become Bradford Direct.

Today, it’s called variable data printing or VDP, among a host of other names – VCI or variable colour imaging, VCP or variable colour personalization, VDI or variable data imaging. It’s even called varuiable data publishing.

Back then, we had a room full of clickety-clackety, noisy daisywheel printers that actually typed one character at a time.
 
A one-page letter took a minute to feed in, type and feed out. At the end of the day, we went home with our heads still humming from the clicking and clacking of 50 computerized typewriters.

Depending on what kind of computer you were using at the time – a mainframe or a mini-computer – you could hook up five printers to one computer monitor.

It was all new territory and there was no software to buy to run the equipment or prepare the data.
 
You were either a programmer to start with, or you quickly became one and designed and wrote your own programs.

In the beginning, with only three little printers on tractor feeds, it was a miracle that any direct mail jobs ever got out the door. But they did.

Save The Children, World Vision and the Canadian Diabetes Association are just three large, thriving non-profit organizations today, thanks in part to those early mailings.

What Made These Mailings So Successful?

They were successful for the same reason that mailings are successful today – personalization.

(I know, I know… I can hear the creative people in the background mumbling about design but let’s not forget about another important leg of successful direct mail called production.)

Sandy Rees, CFRE, lists the lack of personalization on a donor letter as one of the Ten Most Common Mistakes Made In Nonprofit Direct Mail.

In those early years,computerized typing was slow and expensive but the personalization of the letter helped to enhance the power of the ask or offer, and the ROI made the effort worthwhile.

As the ‘one-character-at-a-time’ method of power-typing was gradually replaced in the early 1990s by toner-based laser personalization, a whole new world of options opened up for direct mailers.

Today, we have an even bigger array of options from which to choose.
 
From basic inkjet addressing to black-and-white laser personalization to the high-tech VDP, the choice usually becomes a matter of budget over ROI.

Presently, there are many different digital presses on the market now with new, upgraded models being announced on a regular basis.

How Do You Decide On The Right Printer?

From the ever-popular Xerox DocuColor and iGen3 to the HP Indigo 7000, and many others in between — Kodak, Canon, Fuji , Océ — it is difficult to decide which one would be right for your job.

There are dry-toner models, wet-toner (a special liquid ink ), sheetfed and web presses, all specializing in particular applications.

If VDP is all too confusing, you can’t go wrong with the workhouse of personalization – black toner laser which still accounts for the majority of the variable data personalization market.

From a designer’s point of view, the purpose is usually to enhance the aesthetics of the piece. On the other hand, if the designer is familiar [...]]]> The Use of Special Coatings in Direct Mail
Must Be Carefully Considered

 
It often happens that a client’s designer designates a particular mail piece to be specially ‘coated.’

From a designer’s point of view, the purpose is usually to enhance the aesthetics of the piece. On the other hand, if the designer is familiar enough with printing and mailing production processes, she (or he) may decide that a ‘protective’ coating is required because of the heavy ink or photo coverage.

Basically, special coatings are applied to a printed piece to either enhance the appeal of the piece and /or to protect it from handling marks like fingerprints and scuffing. Coatings lock in the ink under a protective coating and also help to speed up the drying process.

However, in addition to deciding how you want to enhance or protect your piece, you must also take into consideration whether this will be a Response Device to be completed by the consumer or donor.

Even more importantly, if the piece is to be laser-personalized or used for variable data printing (VDP), you need to be careful how and where the coating is applied.

What are the different kinds of coatings?

There are 4 main types of coatings that can be applied to your printed product:

1. Varnish
2. UV (ultraviolet) coating
3. AQ (aqueous) coating
4. Laminates

Like paper stock, these coatings can come in a variety of finishes, from dull to high gloss.

Varnish Is Probably The Most Common of the Coatings.

This is because it’s normally the cheapest to apply. While it can be applied offline after printing, it is most commonly applied online right after the inks have been applied.

Most printers can apply varnish since it is essentially an ink without pigment — as long as they have the additional printing unit on their press. To artistically enhance a particular area or to NOT varnish a specific area (we’ll cover that a little later), you can use spot varnish.

On the downside, varnish is the least effective way of preventing scuffing and can sometimes discolor white paper as I discovered on a job a few years ago. Running on a large inline web press, the press operator was unable to remove a yellowish tinge on some of the white panels of a multi-panel brochure. After trying to back off on some of the CMYK inks, the only thing left to do was to take off the varnish upon which the yellowish tinge immediately disappeared.

Moral of the story – if all else fails, do not use a varnish.

Although it can be done for protection, it is not recommended to apply varnish (dull or matte only) to an uncoated sheet as it will only seep into the sheet and be lost.
 
Varnishes are applied mostly on coated paper. Depending on the printer, you can get varnishes in various finishes including dull, satin, matte and gloss. The most common are matte and gloss.

While varnish is great for enhancing the appearance of your piece and the best for laser-printing applications, it is however the least effective for protection.
For protection, there are 3 other coatings that can be used more effectively, namely ultraviolet, aqueous and laminate.

An Ultraviolet Coating Is Basically A Clear, Deluxe Version of Varnish.

It is immediately dried as it comes off the press by ultraviolet light instead of heat.

UV coating gives a stronger protection than either varnish or AQ. It also provides a more noticeably richer finish, especially with a gloss stock. It can be applied either as a flood coating or as a spot UV. You can even get textured UV 3-D coatings.

As with most coatings, UV comes in matte (dull, satin) and gloss finishes. It is normally applied as a flood coating although some printers will go out of their way to create a spot UV version. For example, if you are willing to pay for the price of a press blanket, the press operator can cut out the areas where the UV should not be applied.

An AQ (aqueous) coating is water-based and thus more environmentally-friendly. It is however less friendly to the pocketbook than varnish as AQ is more expensive to apply and a special coating tower is required on the printing press. However, a dull or matte AQ can be used for pens (see below).

Laminates go one better than varnish or AQ and seal the piece from water making it water-proof. It is applied either as a film or liquid and dries like a varnish. It would not have much of an application in direct mail except as a premium. Application examples would include menus, posters, signs and banners.

Warning: Be Careful Which Coatings You Use In Your Direct Mail

There are two critical areas where you need to pay special attention to the coatings you are planning to use and how you will apply them.

One is on the Response Device where the consumer or donor will be using a pen to complete personal information to send back to you or your organization. A spot AQ coating, if it’s dull or matte, however will work.

It’s important that a pen or marker work. If the wrong coating is used, you will have a very frustrated donor who may not want to go through the hassle of trying complete the information. The other area not to apply a coating is any area of the mail piece that will be laser- or inkjet-personalized. Toner and ink will not adhere to the coating. In these cases, it is better to use spot applications.

If in doubt, it is best to check with your printer well in advance of any production to discuss your options regarding paper and coatings. However, if you’re still not sure, it’s better to leave the coating off.

This is one of the best reasons to use an experienced direct mail printer.

Tribute cited a new study by the Printing Industry [...]]]> The Most Economical Method For Producing High-Volume Personalized Direct Mail Is Still Done By Over-Printing With Inkjet Or Laser Onto Offset-Printed Stock.

In a recent article in PrintAction magazine, Andrew Tribute, a consultant with Attributes Associates, looked at the current state of the market for digital printing.

Tribute cited a new study by the Printing Industry Information and Research Organization (PRIMIR) which indicates a projected 15.9%  increase in digital printing versus a 0.3 % decrease in traditional offset printing.

 While digitally-printed pages reflect a much higher value (digital jobs command higher street value because of shorter delivery times and smaller volume charges), based on volume printed, however, offset printing still represents 97% of all printing versus just 3% for digital.

Using figures from Heidelberg’s (the Cadillac of press makers) own projections, worldwide value of print is estimated at $554 billion. This is broken down into 42% commercial printing (publishing and

packaging being the other sectors), and further by process with sheetfed coming in at 38% and digital at 6%.

While Tribute notes that revenues from sheetfed offset printing do not fluctuate much, at the same time, he finds that many projections for digital print growth to be “pretty wild” especially when it relates to personalization, or variable data printing (VDP). Most of this growth will be in the transactional printing market (bills, statements, etc.) using high-speed inkjet presses rather than traditional personalization.

The most economical method for producing high-volume personalized direct mail is still done by over-printing with inkjet or laser onto offset-based stock.

According to Tribute, digital presses are reaching the limitations of their technology, and in their current state, are far too expensve to use for large-scale personalized direct mail versus using an offset/over-print setup.

In addition, inkjet presses are currently not able to achieve the quality of the best offset presses.

The bottom line of the article is that it will take a long time before a true tipping point is reached whereby digital printing becomes larger than offset printing.