Trust Print Media
During this time of uncertainty trust and brand loyalty will go a long way with consumers, and holding a tangible advertising piece will have more weight than an email or a digital ad then just the paper it’s printed on. Print media is a tried-and-true method ranked at the top-of-the-list for the most trusted forms of advertising. (In surveys held by research firms Nielson, Edelman, Clutch, and Sherpa Marketing) Direct mail’s ability to target specific audiences and its personal aspect is one of the reasons people tend to trust mail so much. In most cases, the printed piece is designed and personalized through variable printing and consumers know it is meant for them. Even holding the material and being able to review the piece and understand the message, as opposed to a digital advertisement that appears for a few seconds while scrolling through the internet, also lends to the nature of print medias trust factor. While having a diverse media strategy is important, understanding what each platform offers will help your efforts get the best results. Not only does print appear as trustworthy, but the staying power far surpasses that of its digital counterparts. The impression of a targeted, direct mail piece that is personally delivered to a consumer’s doorstep will have the staying power and trust your Brand and efforts need.
Clutch – 2017, Marketing – Sherpa 2017, Nielson – 2015
At Specialty Mailing, we are keeping a close eye on the rapidly evolving events surrounding COVID-19. We understand the growing concern across our communities, and that the effects on everyone are wide and varied. We wish everyone the best through this potentially difficult period.
As scheduled events are being postponed and rescheduled, we understand the importance of making sure your clients are informed of any new changes. We would be happy to work with you, providing quick turnarounds on your direct mail campaigns, along with adding social media ads to ensure your message is received in a timely manner.
If you need anything, please reach out, we would be more than happy to assist during this difficult time. If you have any questions or concerns, please contact me at:
[email protected] or 314-534-4599.
Third Time is the Charm
While quality content is considered one of the most essential aspects of a good direct mail campaign, frequency can also be a decisive factor in the success of your advertising efforts. As we approach the Fall season, consider using the ‘Three Drop Rule’ to ensure that your messages resonate with consumers.
Attention – The first mailing is meant to gain the attention of your audience.
Recognition – The second mailing is when your campaign will be recognized by your audience.
Action – The last mailing is when your audience will most likely take an action and make a purchase.
Start by making your presence known. Get attention by providing potential shoppers with your company’s latest news and occurrences. Once you’ve introduced your company, keep the momentum going by refreshing shopper’s memories with a follow-up mailer. Frequency is crucial to rising above the noise. More views means greater recognition, thus giving your campaign a greater chance to succeed. Your final drop of the season needs to focus on action. Promotions and special offers can be great motivators and exactly what your company needs to get shoppers to your website and storefronts. Let Specialty Mailing help you with your next campaign!
It’s Demo Day
Successful direct mail pieces work best when they are reaching the ideal target. To do that, businesses must aim their pitches at the right demographic. What’s the perfect demo for your needs? It depends…
If you’re having a grand opening, you might want to broadly cover the general public by immediate zip code and surrounding areas. If, however, your company caters to primary-school-aged children, you’ll want to be more selective with the data used to pull your list. Now, let’s say that primary-school-age demographic is your main customer and you smartly sorted your list with that information years ago, but since then you have expanded to include services for secondary-school-aged children. Over the years, your demographics changed. Did your list? There’s a natural progression of life for people and neighborhoods which means the people who lived somewhere five years ago are different now. Are you still targeting only families with young children?
Whomever your customer, have you accounted for change by regularly updating your list or are you still relying on the same old data and list month after month, year after year? Successful business owners are constantly evaluating their current customer profiles, adjusting their demographic data, and updating their lists to get the best return on direct mail campaigns.
It’s a great day for a Demo check…Specialty Mailing has the tools to help. Call us today.
School Starts Early
for direct mailers
It may seem like school just wrapped up but now is the time to prepare your direct mail back-to-school campaign.
If you’re mailing locally, or by school districts, consider including an academic calendar on your postcard. Add a reusable coupon or continuous discount and your mailers will stay on kitchen message boards and refrigerators for weeks and months. Your customers will form habits by referencing their calendars for special dates and grabbing their savings cards before heading to the stores.
It’s not just primary and secondary schools going back in the fall. College planning and purchasing is an event that covers several weeks. Don’t miss out on these multiple promotion opportunities. Consider including a College Essentials List and Recent Graduate Discount on your mailer.
Churches, Synagogues, Athletic and Social Clubs often follow the traditional school calendar. Program sign-ups are plentiful with postcard reminders. Include early-bird registration markdowns, family discounts, and important dates to increase participation and attendance.
Want to increase your coupon, fundraising, program, and promotion participation? Repetition is Key! Plan on a card a week over the course of a month and offer something new each time. Use special crossover and double coupon days for a little extra incentive to visit your store. For direct mail campaigns, school planning is now in session. Call Specialty Mailing to help you get started.
Fullfillment, by definition, is accomplishing or completing something. In, print terms, it is the process and success of getting the print product into the hands of the intended party…
To successfully fulfill a print campaign, you must Begin at the End. First, determine what it is you want to achieve. Be specific. Do you want your customers to receive and use a coupon, attend an open house, contribute to a fundraiser, or maybe visit a new showroom? Whatever the end goal, follow that with the day you need the print product in the customers’ hands and work backwards. Use a calendar and start your fulfillment timeline, making sure to add realistic time for each step in the fulfillment process.
Here‘s a simple list, starting with the last thing first:
- The End Goal (Open House, Event, Sale, etc.)
- Print Materials in Customers’ Hands/Mailboxes
- Materials to Post Office/Mailing Center (check turnaround times and remember holidays)
- Proofing Art: Making Corrections/Changes and Approving
- Design (Graphics/Art Dept/Agency)
- Content Creation and Copywriting
- Determine Budget
- Create the List (Where is it going? Will you use an existing mailing list? A list service? Your own database of customers? This may need some sorting, updating, planning.)
- Determine the Audience and/or Location
- Concept (What do you need? A postcard, brochure, coupon book, mailer?)
- Initial Planning Meeting
Make sure your product gets in the hands of your target audience. Successful campaigns start with knowing the end goal and allowing time for each step in the process.
Be Ready & Work the Weather with Direct Mail
Pledge Cards: Raise funds through print campaigns. Whether you’re building your brand, having a sale, or promoting special products or services, take advantage of Spring with Direct Mail. Check out these mailer ideas to keep your customers on track all season long.
Sports calendar postcards and magnets stay on refrigerators and keep your brand front and center for months. Add a seasonal or reusable coupon and reap extra benefits.
School’s out. Kid Camps, BBQ’s, Camping, Sports and other outdoor activities are in! Help your target audience celebrate with special savings on related items.
Service, Service, and More Service:
Great weather means your services are needed more than ever on HVAC systems, landscaping, roofing, siding, windows, driveways, custom installations and more. Homeowners wait all winter to work on these projects. Be the first to remind them it’s time to order.
Deciding on an Action Campaign? Choose what’s best for you.
Pledge Cards: Raise funds through print campaigns. Multiple mailings allow consumers to see progress toward a shared goal. Connect pledgers with your campaign webpage for additional tracking.
Scratch Offs: Scratch off campaigns show consumers immediate discounts and drive them to stores with deadlines.
Tear Offs: Consumers respond directly by tearing off a portion of the direct mail and returning the card with detailed information or bringing the card into the store for repeat discounts.
Call or Come In To Wins: These campaigns draw crowds which build excitement and immediate sales.
These are just some of the various types of direct mail campaigns that drive consumers through the door or to your website. For all of your mailing needs call Specialty Mailing!
Print media is a vital part of a company’s marketing efforts. Come to Specialty Mailing to help with your next campaign!
There are a few trends that were very recently considered outdated, making their way back on the agenda for marketing and communications in forms of print. For example printed newsletters, which had been mostly moved to digital for so long, are new again avoiding the internet noise and getting mailed directly to the targeted audience. This is a great way to communicate in the homes of your demographic in a manner they likely haven’t seen in quite some time.
What is considered retro is making a jump to the mainstream and even serif fonts are getting dusted off to find their way back into the public eye. Once an easily identifiable look of the 80’s collateral, now trendy publications are embracing the font type as a way to look fresh and modern.
Proving the printed word has not lost its edge, the client testimonial is one of the greatest ways to let your service speak for itself. Customer reviews or direct quotes reinforce your business’ quality of service. Putting great reviews on printed collateral will help to build trusting relationships with consumers.
Print media is a vital part of a company’s marketing efforts. Come to Specialty Mailing to help with your next campaign!
UPDATES FOR 2019
With Direct Mail
Postal Service Announces Price Increases 2019
The Postal Regulatory Commission (PRC) has recently approved the United States Postal Service’s proposal to increase postage rates in 2019. Several other changes will occur when the new rates go into effect on January 22, 2019. The recent decision by the PRC has led advertisers to wonder how this will affect their marketing plans in the New Year.
Standard Mail Is
The USPS has decided to re-brand standard (bulk) mail by changing the name of the service to “Marketing Mail.” Prices will only increase by less than one percent for the newly branded Marketing Mail.
Standard Mail Letters
Mailers will also be happy to know that the USPS has increased the maximum weight for Standard Mail Machinable Letters from 3.3 ounces to 3.5 ounces and increased the weight breakpoint at which pound prices apply for Standard Mail flats from 3.3 ounces to 4.0 ounces. This will allow advertisers to add more pages or a heavier stock to their direct mail pieces at a slightly higher rate.
If you have any questions regarding your mailings let us know we are here to help make your 2019 Mailing Campaigns a successful return on your investment.
Rates For 2019
As you may be aware USPS has recently raised rates an average of 2.5%. As of January 27th 2019 the new rates went into effect. Attached are the rates. Please contact your representative at Specialty Mailing with any questions.
Specialty Mailing is a full service lettershop that can take care of your organization’s mailing needs.
We offer the latest technology in laser printing, inkjet addressing, folding, inserting, data management, and many other aspects of direct mail. We also provide the personal service you expect. We can process projects of any size, and focus on providing the quickest turnaround possible to help you reach your customers in a timely manner.
When you call, you will speak with a live person, not a recording. We are available 24 hours a day, 7 days a week. Specialty Mailing is dedicated to saving you money while providing superior service. For your next mailing, please call us.