Why Direct Mail Postcards are Worth Every Penny

Although postcards are one of today’s beloved print pieces, they had a humble beginning.

The earliest postcard dates back to 1840 when an English man named Theodore Hook sent one to himself. By 1861, the US Congress allowed privately printed cards, weighing one ounce or under, to be sent through the mail. That year, John P. Charlton copyrighted the first postcard, and by 1901 postcards were a regular part of mailed communication.

 

Generate Huge Exposure with Just One Mailing

Fast forward a century. 

Postcards are now an essential marketing option for many businesses, and with good reason. These versatile tools represent a huge opportunity for companies that do it right.

And the results are compelling. One real estate agent makes $5,000 to $20,000 in commissions every time she runs a direct mail campaign. A Texas dentist added six figures in new revenue thanks to one mailing. And a financial services firm spent a few thousand dollars to net dozens of new clients with an average value of $1,500 each.

Why are postcards so effective?

According to UnitedMail, 79 percent of people act on direct mail immediately (while only 45 percent do so for email). More than two-thirds of consumers open all of their mail, even easily recognizable junk. And this is especially true for young people! According to the U.S. Postal Service, 36 percent of people under age 30 look forward to checking their mail, and 37 percent of the coveted 25- to 35-year-old demographic immediately read their mail.

Since postcards are so visually accessible, they are read frequently and generate huge exposure. When businesses target specific audiences and link to tailored landing pages on their website, they can spark considerable revenue with just one mailing.

Postcards generate fast results, and they work for any business. As long as you have a clear marketing strategy and great graphic design, postcards will work for you!

4 Keys for Designs that Deliver

When you are ready to launch your direct mail postcard, here are four keys for generating compelling, actionable designs:

1. Design with Your Audience in Mind

If there’s one mistake common to most marketers, it is this: assuming your audience knows the terminology of your industry.

Whether you’re a financial advisor or a chiropractor, frame your ideas in words that would make sense to anyone. 

2. Paint a Picture of the Problem You Can Solve

People won’t read every word you share, so don’t bury the lead.

Immediately communicate the problem your business can fix. Center your writing around how your product can make people’s lives easier or better.

3. Use Simple, Crisp Graphics

The image on your postcard should be instantly recognizable.

While it may be fun to try something clever, this often confuses the audience. Since you have mere seconds to communicate an idea, your image should reinforce the concept in a strong, obvious way.

4. Add Bulleted Lists and Distinct Next Steps

Readers won’t engage with longer text, so shoot for punchy subheadings or bulleted items that clarify value.

People want more than just a phone number or a web link. Be specific with CTAs like, “subscribe to ___ for ______” or “call today for your free consultation!” 

Let Our Team Mail for You

Ready to expand your reach with a focused direct mail campaign?

Save on stress and expense by consolidating your creative processes. Our full-service design specialists can provide the artwork, the printing, and even the mailing services. To get a quote, visit our website today! 

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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Sell the Story, Not Just the Product

 

 

When it comes to marketing, one detail people often overlook is how pricing comes in to play.

If you think pricing is an insignificant part of your messaging, you should think again. Pricing is a marketing tool, not simply a way to get money. And while marketing may change your pricing, the opposite is also true – pricing should change your marketing.

Stories That Sell

In any sales transaction, countless stories are being told, including the stories we tell ourselves and the image we convey to those around us.

The exorbitant price of a brand name basketball shoe communicates an obvious story to the people who see you wearing it. And the rock bottom pricing at a clearance closeout tells your internal budget coach a story about what a fool you’d be to overlook this sale!

As a marketer, price determines what your business stands for, who you’re designing for, and the story you tell customers. How might that play out? Here’s a practical example.

Consider a baker who wants to adjust prices and marketing accordingly. This entrepreneur might take one of four approaches.

1. A Free Baking Blog with Helpful Recipes and Webinars

If a business wants to make money, it can’t afford to give away freebies, right?

Wrong.

A free idea is far more likely to spread than an idea that’s tethered to money. When a chef gives away her recipes or leads an online seminar, she’s distributing ideas for free, but building popularity and leverage for her name.

While you can reproduce her baguettes at home, enjoying a pricey, oven-fresh roll in her bistro is even better. This allows her generous compensation while building awareness, trust, and a larger platform to sell her products.

2. Products Priced for a Quick Sale

If the ingredients and overhead associated with a loaf of bread cost our baker $1.95, selling loaves for $2.00 may allow the baker to move a lot of product, and fast.

In this case, the marketing storyline should match the budget-conscious shopper’s mindset, using phrases like “your bargain bakery favorites” or “first-class French bread at no-frills prices!”

3. Mid-Level Markups

Say the baker decides to sell loaves at $3.00 apiece.

Now she makes more than a dollar a loaf, or more than twenty times she made at the previous level. If she kept prices a dollar lower, she would have to sell 21 loaves for every loaf sold at $3.00, which might mean the difference between a few customers an hour versus a line out the door.

To sell her story at the $3.00 level, the savvy baker might invest in a sparkling clean shop, a new sign in the window, and taglines like “artistry in every bite” or “you deserve something delicious.”

4. Majoring on Luxury

Here the baker prices loaves at $6.00 apiece, choosing to sell not just a product, but also a full-scale experience.

Loaves are nestled snugly in custom burlap bags and paired with a small spread of the customer’s choice. Elegant café seating allows customers to enjoy savory soups and decadent desserts onsite. Everything about the bakery screams indulgence, and marketing is based around taglines like this: “Heaven on Earth is here.”

Intentionally Shape Their Experience

As you price your products, craft marketing narratives that correspond to the story people will experience.

And remember, when people are heavily invested in a bigger financial commitment, they need narratives that justify this expense. Work hard to set their conscience at ease, and you will be rewarded with loyalty and sales.

 

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.

 

Target the Right Customers with Your Next Direct Mail Piece

 

 

You wouldn’t spend $100 million on a new national advertising campaign without carefully set goals and objectives.

But when it comes to direct mail, marketers often spray out postcards or fliers without a great deal of thought. In direct mail marketing, careful planning is vital to your success. While the average direct mail response rate is around five percent, strategic targeting can drive that number to nine percent for house lists and as high as 16 percent for personalized mail.

To simplify your targeting, start with these questions:

• Who is the audience?
• Who is the prospective buyer?
• Who will receive, read, and hopefully respond to this mailing?

The beauty of direct mail is that you can use it to reach only those people who are potential buyers for your product or service.

This is called target marketing, and it means that during the development stage, you can use multiple criteria for selecting recipients.

Demographics may include age, income, gender, geography, home value, marital status, vehicle driven, occupation, hobbies, and more. Selections for B2B mailing lists can also vary, including the company’s industry, type of product, annual sales, number of employees, locations, etc.

 

Helpful Hints for Compiling a Mailing List

If targeted mail is so crucial, how do you find a list filled with these “perfect” customers? 

If you haven’t compiled your own mailing list (of current customers, qualified leads, or streamlined prospects), there are two basic types of mailing lists: compiled lists and response lists. 

Compiled lists are those assembled from a variety of sources (think association members, graduates of specialty programs, qualified purchasers, etc.). For example, a list might include dentists from Boston or Lutheran youth pastors. Compiled lists are more complete and can work well for driving people to a specific online landing page you’ve designed specifically for your direct mail campaign. You can usually get a compiled mailing list in one business day.

Purchasing a compiled list might work best when you:

  --Have a limited marketing geography
  --Want to reach all households or businesses in an area
  --Want to reach all homes or businesses that fit specific demographic criteria
  --Are on a limited budget
  --Want to mail fewer than 5,000 pieces
  --Want to make telemarketing follow-up calls before or after your mailing

Response lists consist of prospects who have inquired about or responded to other marketers’ offers, like purchasing a swimsuit through a catalog or by participating in a nonprofit fundraiser. Typical response list sources are magazines, membership clubs, catalogs, warranty cards, etc. Response lists are more expensive than compiled lists because they are more targeted, and you have more assurances about the buyers’ behaviors. You can usually get a response mailing list in 3-5 business days.

Response lists might be best if your product has a high price point or your target customer is very narrowly defined. The list cost will be higher, but your ROI will increase as well. Response lists are also not always current, so make sure you ask when the list was last updated before purchasing.

 

We’re Here to Help

Feel overwhelming? It doesn’t have to be.

For a simpler option, Every Day Direct Mail lists can be compiled using the EDDM Online Tool available through the United States Postal Service. Here you can target customers by demographics like age, household size, income, zip code, etc. Not sure where to start? We can help! Give us a call.

Most experts agree that selecting the right mailing list is the most important factor in your mailing’s success. The more information you can collect and refine, the better your response rate will be!

 

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.

 

5 Thoughtful Strategies for Advertising During the Pandemic

If you’re like many people, you’ve probably been more conservative in your spending lately.

Recent research shows that, during the pandemic, many people were rationing food to save on expenses and grocery runs, and 23% of people were eating more plant-based meals. Discretionary spending has decreased, and consumers are shifting to digital solutions and reduced-contact channels to receive services.

On a larger scale, consumers worldwide say they expect the pandemic to affect their routines or spending for at least two to four months.

A Shift in Content and Scope

In recent months, many companies have shifted the scope and content of their marketing efforts as well.

Instead of pushing products and promotions, proactive businesses have focused on building relationships and adding humanness to their brand, including inspirational direct mail newsletters, heartfelt emails, and down-to-earth videos.

In one example, eBay championed small businesses that power the nation with its “Stronger as One” ad. Other companies highlighted safety changes and customer convenience options, like this “Call In / Pull In / Pick Up” curbside delivery ad:

“During these challenging times, we are here for you. We are making changes moment by moment to ensure the safety of our customers and employees. And what matters most is doing this together, for the community that we all call home.”

A Vision for Marketing Beyond COVID-19

Beyond connecting and empathizing, what is next for marketing beyond coronavirus?

For starters, you’ll need a commitment to move forward. Research shows that 92% of consumers believe brands need to keep advertising. Ads offer people a glimpse at a prosperous future or something hopeful to look forward, and your marketing gives people a welcome taste of distraction, entertainment, and normalcy.

Also, if the firms competing against you have lowered their ad output, now is a great time for you to invest more. As others scale back, your ads are more visible, allowing you to gather leads with a lower cost-per-acquisition.

And even if the economy seems shaky, pulling back now may actually lengthen the time it takes you to recover. If you need to tighten expenses, don’t turn off your marketing. Instead, look at ways you can rethink intake, client services, or business expenses in general.

Need some concrete marketing ideas? Here are five types of ads to consider:

1. A Product Focus

Showcase how your product is safe, accessible, or helps people strengthen their health or physical well-being.

2. A People Focus

Show prospects you care about them and that your business is standing with them during this time. This Fitbit ad offers its premium package for 90 days to help people work out at home, manage stress, and eat and sleep better during COVID-19: “Thank you for doing what you can. We’re all in this together.”

3. A Values Focus

Here you might feature positive company values or champion the solidarity and togetherness of your community.

4. A Nostalgia Focus

When things feel uncertain, old songs or vintage photos can bypass the brain and connect straight to the heart.

5. A Humor Focus

While being sensitive to people’s pain, you can still connect with your audience through humor during challenging seasons. Encourage people to laugh at their weaknesses or make the most of this strange season, like this Ben & Jerry’s “Netflix and Chill’d” campaign.

Though it may seem counterintuitive to up your print output today, now is the time to invest in a strong comeback after COVID-19.

With today’s carefully crafted message, you can ahead of shifting customer needs and shape people’s long-term expectations. As your partner in print, we are open, and we are ready to help! Contact us today to visit more.

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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Overcome Nervousness in Your Video-Conference Meetings

If you were called to stand up and give an impromptu speech, would you flourish or would you flee?

One of the world’s richest men said he used to be so scared of public speaking that he was “terrified of getting up and saying [his] name.” Warren Buffett spent most of his college years avoiding courses with group speaking elements, and even signed up for a public speaking course but dropped out at the last minute.

Beating Back the Butterflies

Glossophobia, or fear of public speaking, is believed to affect at least 75 percent of the population.

From small butterflies to full-on panic, public speaking causes many to tremble. Comedian Jerry Seinfeld once joked that some people report that they fear public speaking more than death, so “if you go to a funeral, you’re better off in the casket than doing the eulogy!”

With the 2020 pandemic thrusting us into a new world of virtual meetings, this discomfort can be amplified. Professors and teachers around the world report teaching to dark blank squares, as students turn off cameras and “hide” from their cohorts.

In real-life groups, we don’t feel the same pressure to perform socially as we might through online platforms. Experts say that 15 percent of our communication is done verbally, and 85 percent is sent through body language, so the extra effort it takes to engage through socially distant meetups can be especially stressful.


How can you overcome this discomfort? Here are recommendations from the pros:

Adjust Your Camera at Eye Level

Don’t have the webcam pointed up at you, or you’ll offer teammates a revealing glance at your nose hairs or double chin.

Eye to eye is the best, so even if it feels weird, try to look directly at the camera (straight ahead) as you speak. If necessary, stack books under your device until your webcam is eye level.

Look at Others While You Listen

Perhaps you’re distracted by seeing yourself onscreen and feel more self-conscious as a result.
Adjust your lighting and image touch-ups at the start of a meeting, then do your best to look at others, not yourself.

Treat the Meeting Like an Ordinary Group Discussion

Forget the idea that a video meeting can make or break you.

Treat these like ordinary conversations or casual brainstorming sessions. Speak in a relaxed tone, act like yourself, and show engagement by nodding, leaning forward to listen, or tilting your head to “give them your ear.”

Practice an “Others First” Mindset

During public speaking, you feel “all eyes” watching you.

This can be painfully vulnerable, like a caveman exposed in daylight. While you may want to shrink back, calm your anxiety by focusing on your desire to encourage others. Sarah Gershman, President of Green Room Speakers, says this:

“The key to disarming our organic panic button is to turn the focus away from ourselves — away from whether we will mess up or whether the audience will like us — and toward helping the audience.

“Studies have shown that . . . showing kindness and generosity to others has been shown to activate the vagus nerve, which has the power to calm the fight-or-flight response. When we are kind to others, we feel calmer and less stressed. The same principle applies in public speaking. When we approach speaking with a spirit of generosity, we counteract the sensation of being under attack and start to feel less nervous.”

Before you chime in to share, make small bullet points of what you want to contribute, so you are focused on connection and less critical of your own, awkward voice.

Finally, building confidence takes time. Each time you participate, push yourself to do a bit more.  Unlearning self-conscious thoughts and fears won’t kill you. But it will take practice! So what better time to try?

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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Pack Extra Meaning into Your Message with Strategic Color Combinations

Of all the elements of design, color is probably the most challenging to understand.

Color originates from a light source that is viewed directly or seen as reflected light. While colors can be displayed in spectrums, prisms, or contrasts, the power of colors is not only in their arrangement, but in the way we perceive them.

Want to add depth to your message? The colors you choose can add an extra layer of meaning.

Colors Prompt a Specific Response

According to Sally Augustin from Psychology Today, research shows that particular colors can prompt measurable responses.


Here are the impacts of five particular colors, and how you can use them to your advantage:

Green

Seeing the color green has been linked to more creative thinking—so greens are good options for pieces featuring innovation, creativity, artistic specialties, or proactive growth.

Red

People featured in front of red backgrounds are generally seen as more attractive when silhouetted against other colors, so reds are great for photo backdrops, booklet covers, headshots, and more.

Having a red surface in view also gives people a burst of strength, so reds are good choices for concepts related to fitness, acceleration, competition, and courage.

Violet

People tend to link greyish violet with sophistication, so these hues can be a good selection for places where you’re trying to make a stylish impression.

Try subtle violet/grey hues in designs for home apparel, personal products, product labels, and more.

Yellow 

Yellow is associated with joy, happiness, optimism, and energy.

This color stimulates mental activity and generates muscle energy. Yellows are great for stimulating appetite, implying freshness, or for conveying warmth. Yellow also screams for attention, so you can use it to grab interest. Avoid overdoing it by adding yellow in contrast with another color.

Blue

Did you know that people are more likely to tell you that blue is their favorite color than any other shade?

Blue is a great choice for design, especially with so many shades to choose from! Nature-themed blues can call forth feelings of calmness or serenity, and are perfect for striking a tranquil tone.

Turquoise or royal blues can project stability and reliability, which is strategic for brands that want to communicate productivity or security.

One caution about blue: it is not very appetizing. In the world of cuisine, humans are geared toward avoiding blue as it is often a sign of poison or spoilage. Some weight loss plans even recommend eating your food off a blue plate to squelch hunger!

Color Your Communication

Color is a powerful communication tool and can be used to signal action, sway emotions, and even influence physiological reactions.

The right use of colors can play an important role in conveying information, creating moods, and influencing the decisions people make. Be strategic and add extra meaning to your message with dynamic, powerful color combinations.



To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing or Branded Merchandise and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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Customer Service Stories to Make Your Heart Smile

“Well done is better than well said.” (Benjamin Franklin)

After months of social distancing, today, people are craving a personal touch more than ever. Companies that go the extra mile remind us of an important truth: people are valuable. Businesses that genuinely care about their customers will express it, and clients will reciprocate with a loyalty that lasts.

Looking for inspiration? Here are three heart-warming stories.

Lego Understands Children

Losing a toy can be devastating to a child.

Lego recognized this and personalized their response in an unforgettable way. When Luka Apps lost his favorite Lego figure (Ninjago’s “Jay ZX”) while shopping, he wrote an apology letter to Lego, begged for a replacement, and said his father had warned him about taking Legos outside.

Lego didn’t just replace Jay; they surprised Luka with something special. A customer service rep named Richard responded quickly, telling Luka he had talked to (Ninjago Spinjitzu Master) Sensei Wu:

“He told me to tell you, ‘Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu.’ Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

“So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight! Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.”

Richard’s response was so creative it went viral. Lego surprised Luke and won the hearts of families worldwide.

B. Dalton: Placing Customers Above Competition

Is your company truly focused on customer satisfaction?

B. Dalton (a bookseller later acquired by Barnes and Noble) was famous for its relentless customer care. One Christmas, a mother was shopping for a book her son requested. An employee scanned the computer and found the desired book was in stock but still packed.

After unsuccessfully searching the storeroom, the employee returned with an apology. Disappointed by her inability to help, the worker then called a competing retailer, reserved the book for the customer, and printed directions to the other store. Reader DD Moffitt was stunned by this consideration. While B. Dalton missed the sale that day, it gained DD’s loyalty for life.

Trader Joe’s: Turning a Problem into a Party

One evening, a mother and son were grabbing groceries at Trader Joe’s.

The boy (as boys are known to do) was bouncing off the walls. He ran loose from his mother, escaped to another aisle, and almost ran over an employee. The embarrassed mother moved quickly to apologize, but the employee said they were all used to it, and that shopping with children was kind of like “a dance party on the floor.”

With that, he started dodging and grooving and called several fellow employees to jam along.
They asked the shy child to join in the freezer section party, and soon the whole store was laughing. By making light of a tough situation, Trader Joe’s made this an unforgettable day.

It’s All About People

Business is about relationships, and customer service stories are wonderful because they illustrate kindness in action and spark new ideas.

Enjoy these illustrations and allow them to inspire you to take your own service to a higher level.


To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


#print #directmail #marketing #mail #banners #publications #postcards #brochures  #printpowersamerica  #PromotionalMerchandise  #PPE   #BrandedApparel