Don't Put All Your Marketing in One Basket
February 1, 2012
Bring some Easter Cheer to your customers with these Easter marketing ideas!
Get Your Marketing in Shape for 2012
January 1, 2012
The New Year is here. What are some key facts to keep in mind for a success in 2012?
Customers are ready to move. As you read this, you probably can think of a few people (perhaps including yourself) that you know have made a New Year's Resolution. According to USA.gov some of the most popular New Year's Resolutions include eating healthier, losing weight, furthering education, managing stress, saving money, taking a vacation, helping others, or helping the environment. Most businesses, including yours, directly or indirectly contribute to one of these areas. Look at your company and consider highlighting some of the aspects that customers want to work on (and are willing to pay for!) this coming year.
Customers are social. Meet customers on their level- on their Facebook pages. Boasting over 800 million active users, Facebook is an amazing place to market. Facebook makes the majority of its revenue from selling advertisements that are displayed to users, and have their business model set up in order to accommodate advertisers of all levels from Wal-Mart to the local food pantry. Find out more about how to market to specific markets with Facebook here. However, a social media presence is useless without other forms of marketing, and there is certinaly more than one way to personally target customers. According to Direct Marketing News editor Allison Schiff, "Integration of social data [into direct mail] will drive the personalization of marketing campaigns." Direct mail is as important as ever, and even more so as it may seem easier to neglect due to new online advancements.
Direct mail is not obsolete; it just requires a new perspective of adding personalization and targeting. Thankfully, new advances from the USPS with services such as Every Door Direct Mail (EDDM) and direct mail companies targeted lists and services such as 2nd Impressions offer great ways to keep direct mail current. Check out this article from dmnews.com for more ideas to keep your direct mail up to date in 2012. Make sure to keep your direct mail campaigns, as well as your standard marketing campaigns, going strong while you embrace new trends of social media. Marketers who maintain a good balance of direct mail and online advertising (among other marketing strategies) tend to be the most successful, as they are utilizing all channels to reach their customer base.
Customers are Mobilizing- mobile-phoning, that is. According to ConsumerReports.org over half of phones purchased in 2011 were smart phones. Customers are getting smarter- and using their smart phones. Studies show that customers are spending more and more time (and money) on their phones. MobileMarketer.com indicates that "the share of online retail dollars attributable to mobile devices in the United States doubled from 1.87 percent in April to 3.74 percent in December, according to a new report from RichRelevance." Predictions estimate that in 2012 mobile purchases are only increasing. This offers many new opportunities for marketing. From proven strategies tested by giants like Sears to new possibilities like advertising on the home screen of every phone, there are many ways for your business to take advantage of the mobile market in 2012. No matter your strategy, make sure to include some sort of mobile platform in for your business in the upcoming year or plan to get left behind.
If you keep in mind that customers are on the move, becoming more social, and are starting to use mobile phones drastically more, you will be able to maximize the success of your company in this New Year.
Happy New Year from Impressions Direct!'Tis the Season to Go Direct
December 1, 2011
In response to frigid and unwelcoming reports from both weathermen and financial analysts, many smart companies and organizations are turning to warm and personal solutions in direct mail. Direct mail offers innovative and cost-efficient solutions that will help your customer base grow without shrinking your wallet.
Direct mail is the way to act, and the time to act is now. The holiday season is always a peak time for spending: consumers have an eager eye out for new ways to spend and give. According to Jack Kleinhenz, an economist for the National Retail Federation, consumer spending has "surpassed expectations" for this holiday season. Charitable donations also flourish at this time of the year, thanks to the generous spirit of the holidays.
Direct mail has the ability to attract new customers at this peak time of giving and spending. The payoff can be bigger than Santa's red bag. For example, health insurer Highmark has recently reduced its marketing cost by over 60% by streamlining its direct response initiatives. This project included increased advertisement through customized direct mail. Thanks to these initiatives, Highmark is enjoying a 32% response volume increase, and a much lower cost per response and cost per member.
If you are searching for an affordable and creative business solution that won't break the bank, it's time to consider direct mail. Give us a call at Impressions Direct, and we will commit ourselves to your success this holiday season.
Happy Holidays from Impressions Direct!
USPS Problems: Blame the Government?
November 1, 2011
Recently, the post office has been in a dilemma due to financial issues. The USPS failed to pay their 5.5 billion dollar bill that was due September 30th. Yet the post office did not falter; they received an emergency postponement. These fiscal issues have caused uproar for budgetary cuts, with the most prominent suggestions being to end Saturday delivery and close branches Saturdays and close branches. However, in "Twisted Government Accounting Behind Postal Service Woes" Bob Sullivan suggests that the Post Office is not to blame—it actually the U.S. government. Sullivan goes as far as to suggest that the Post Office is actually bailing out the government quipping, "The fiscal gyrations are so twisted that the Postal Service is right now forced to pre-pay health care benefits for employees the agency hasn't even hired yet — in fact, for many future employees who haven't even been born yet — all to artificially shrink the federal deficit." This seems like a nonsensical approach for the government to budget their finances.
Supporters of the federal postal system are rallying behind the USPS with determined ad campaigns and generally voicing their opinions about how the Post Office should not have to stop running on Saturday or shut down branches. The ad campaigns are proclaiming that the "government got us into this mess, they can get us out."
Some individuals would rather see the post office be run by private companies. Most of these individuals think the post office has more problems than just this financial crisis such as long lines and poor customer service. The USPS realizes that there are deeper problems, and representatives say that they will address them in the future, but first must figure out a way, in conjunction with the federal government, to get out of this "fiscal crisis."
Jumpin' on the Green Wagon
October 1, 2011
It seems like just about everyone is going green. In fact, there was a New York Times article back in 2008 that was entitled "Direct Mail Goes Green. No, Really." By Claudia H. Deutsch. In this article Deutsch suggested that companies who send direct mail were not doing enough to be eco-friendly saying, "The vagueness of the recommendations has not endeared the coalition to environmentalists, although many are more amused than outraged by the concept of direct mailers painting themselves green."
What does this mean for you? What are the ways businesses can to make sure their direct mail is eco friendly? Now businesses can be a part of something called The Mailing and Fulfillment Service Association, MFSA for short. The MFSA created a Sustainability Accreditation program, whose goal is to maintain the environment and natural resources. Okay, so what exactly do the words sustainability and accreditation mean?
According to mfsa.org, sustainability is a policy that asserts that the environment and humans are interdependent and that rubbish needs to be removed to preserve quality of life. Accreditation is when an association that consists of industry experts awards recognition to an organization, school or company that has met certain requirements or standards determined through appraisal.
Now, you do not have to be a part of MSFA to be accredited. You simply have to adhere to the guidelines and pay a fee. It is $486 for MFSA members and $786 for non members.
The benefits of becoming a Sustainably Accredited company are provided on the msfa website but, to sum it up, if you become a Sustainability Accredited company you can not only compare yourself to other companies doing similar things but also provide the public with the documentation to back up your green status. The MSFA will also provide you with materials to help you out in staying green.
Obviously, you do not have to become a part of this program to go green, it is just a helpful tool to help you jump start your green status in your direct mail.
Things to Think About...
September 1, 2011
Direct mail coming back with the economy...
Consumers are now seeing more direct mail back in their mailboxes. After three years of decline, direct mail is roaring back. Direct mail advertising sales rose 3.1 percent last year and it looks like the medium is well on its way to achieving a 5.8 percent level of growth in 2011. Why is direct mail coming back? Because email marketing is not as effective as it once was. There are simply too many emails and consumers are now becoming insensitive toward those offers according to Herbert Rivero of Minuteman Press. Rachel Hambick, a 31-year-old resident of Rogers Park in Chicago observed the same thing, "The emails that I am signed up for? They seem to email me several times a week, which is almost too much. You become desensitized to it." Debbi Woolf, a 49-year-old teacher living in Evanston, IL, said her family opens direct mail envelopes for coupons to use at neighborhood restaurants.
The future of direct mail - five key demographic trends... According to marketing trends analyst Peter Francese, whose clients include Ogilvy & Mather, there are five key things that today's marketers need to know about today's consumer:
- There is no longer an "average American." - The US population is growing in diversity and in a multi-cultural way. There is no longer an average American out there.
- America is a multi-segmented and multi-generational nation: In our 10 largest cities and four states (California, Texas, New Mexico and Hawaii) - no race or ethnicity is a majority of the population anymore. Married couples with children make up fewer than 21 percent of all households. There are over 10 million multi-generational households in which there is at least one grandparent living with his or her adult children and those children's children.
- The multi-cultural shift is driven by immigration - The non-minority part of the US population- white non-Hispanics is aging very rapidly. Today, only about half of the more than 4 million oirths nationwide are white non-Hispanics. So a higher proportion of the younger population - the children and younger adults - are African-American, Hispanic, Asian or multiracial. As the older population ages and more of them pass on, the younger generation becomes a greater share of the total population, a much more diverse population.
- Don't treat each generation or age segment as independent entities - It is essential that marketers address the mUlti-dimensional nature of our society.
Optimizing Your Piece for Savings
August 1, 2011
Starting a direct mail campaign can be easier and more cost effective than you think. Here are some tips to keep costs low and response high!
- Know your audience.
- Know your piece.
- Know your direct mailer.
- Customer must have a USPS business Customer Registration Identification (CRID)
- Mailing includes standard mail flats only
- Each mailpiece must be equal to or less than 3.3 ounces
- Each mailpiece must display special indicia or permit imprint
- Each retail unit submission must include a minimum of 200 mailpieces; but not exceed 5,000 mailpieces per day
- Mailing must be accompanied by PS Form 3587-1, which includes delivery statistics documentation
- Postage rate of 14.2¢ charged for each mailpiece
- Postage is paid in full at the retail unit
- Manage, schedule and prioritize work, staff and equipment to effectively and efficiently prepare mail.
- Collaborate with management, sales team and production to develop and maintain workflow- process, procedures and training.
- Maintain a close relationship with USPS to ensure compliance with regulations that may affect operations and clients' direct mail programs.
- Work closely with management to assist existing and available technologies; make recommendations for future equipment needs.
- Develop budgets and approve expenditures for supplies, materials, and human resources, ensuring that materials, labor and equipment are used efficiently to meet production targets.
- Confer with technical or administrative staff to resolve production or processing problems.
- Hire, train, evaluate, and discharge staff, and resolve personnel grievances.
- Initiate and coordinate inventory and cost control programs.
- Prepare and maintain production reports.
- Develop and implement production tracking and quality control systems, analyzing production, quality control, maintenance, and other operational reports, to detect production problems.
- Institute employee suggestion or involvement programs.
- Coordinate and recommend procedures for facility and equipment maintenance or modification, including the replacement of machines.
- Maintain current knowledge of the quality control field, relying on current literature pertaining to materials use, technological advances, and statistical studies.
- Negotiate materials prices with suppliers.
- Liaison between production and sales departments using employee suggestions and employee involvement programs.
- Accuracy - Ability to perform work accurately and thoroughly.
- Adaptability - Ability to adapt to change in the workplace.
- Assertiveness - Ability to act in a self-confident manner to facilitate completion of a work assignment or to defend a position or idea.
- Business Acumen - Ability to grasp and understand business concepts and issues.
- Change Management - Ability to encourage others to seek opportunities for different and innovative approaches to addressing problems and opportunities.
- Coaching and Development - Ability to provide guidance and feedback to help others strengthen specific knowledge/skill areas.
- Communication, Oral - Ability to communicate effectively with others using the spoken word.
- Communication, Written - Ability to communicate in writing clearly and concisely.
- Conflict Resolution - Ability to deal with others in an antagonistic situation.
- Creative - Ability to think in such a way as to produce a new concept or idea.
- Decision Making - Ability to make critical decisions while following company procedures.
- Detail Oriented - Ability to pay attention to the minute details of a project or task.
- Energetic - Ability to work at a sustained pace and produce quality work.
- Flexible - Ability to adapt to new, different and changing requirements.
- Innovative - Ability to look beyond the standard solutions.
- Leadership - Ability to influence others to perform their jobs effectively and to be responsible for making decisions.
- Management Skills - Ability to organize and direct oneself and effectively supervise others.
- Problem Solving - Ability to find a solution for or to deal proactively with work-related problems.
- Reliability - The trait of being dependable and trustworthy.
- Resource Management (People & Equipment) - Ability to obtain and appropriate the proper usage of equipment, facilities, materials, as well as personnel.
- Self Confident - The trait of being comfortable in making decisions for oneself.
- Technical Aptitude - Ability to comprehend complex technical topics and specialized information.
- Time Management - Ability to utilize the available time to organize and complete work within given deadlines.
- Working Under Pressure - Ability to complete assigned tasks under stressful situations.
- Resilient - Ability to recover from, or adjust to, misfortune or setbacks.
- Education: High School Graduate or General Education Degree (GED)
- Experience: Minimum of four years related experience.
- Computer Skills: Microsoft Office Suite
- Medical
- Dental
- Life
- STD
- LTD
- 401(K)
- Vacation
- PTO
- First-Class Mail letters (1 oz.) remain unchanged at 44 cents
- First-Class Mail additional ounces increase to 20 cents,
- Postcards will cost 29 cents
- Letters to Canada or Mexico (1 oz.) increase to 80 cents, and
- Letters to other international destinations will remain unchanged at 98 cents.
- Your Direct Mail Gets Through to Your Customers!
Each marketer that hesitates at the words of "postage increase" without considering how minimal it is means that your mail has a better chance of getting through to your customers. How great is that? The competition is eliminating itself out of insufficient knowledge and initiative. Be informed and recognize that the cost increase may end up paying for itself through more customers!
- The New Increase Means a Better USPS
The postage increase will help give the USPS the revenue it needs to cover its own costs, so that it will be able to take care of your direct mail and your businesses' standard mail even better in the future. As chief operating officer, Donahoe was instrumental in the Postal Service achieving record levels of service and customer satisfaction, significant workplace improvements and a cumulative increase of productivity of over 8 percent since 2001, including seven straight years of productivity gains (quoted from here.) He hopes to continue this and will be able to more realistically as USPS revenue increases. In addition, these new prices have a good chance of remaining the same for a great deal of time without further increase, as the USPS gets closer to succeeding in receiving permission to withdraw funds from the already oversaturated (by over 70 billion)Civil Service Retirement fund.
- Association
- Personalization
- Socialization
- USPS posts 8.5 billion loss
- Deliver Magazine site gets revamped, free magazine offer
- Customer Service improvements
- American Postal Workers Union extends contract negotiations
- USPS files appeal to exigent rate increase decision
- Beware of fraudulent delivery messages
- Due to either extraordinary or exceptional circumstances;
- Reasonable, equitable, and necessary under best practices of honest, efficient, and economical management;
- Necessary to maintain and continue the development of postal services of the kind and quality adapted to the needs of the United States.
- Pros: high profit margins, anticipated lower rates, no waiting for Congressional approval to make changes
- Cons: Consistency would drop dramatically; complete stoppage of delivery to many select areas (especially rural areas, which account for 21% of the United States population1)
- Pros: Simpler- the working system in place remains, but with great improvements, everyone still gets their mail
- Cons: Congressional approval for future issues still necessary; won't be as profitable.
- Eliminating Saturday delivery should be a last, not first, resort. More time should be spent determining if mail volume declines will slow—if not reverse—as the recession ends.
- Many people depend on Saturday delivery—seniors who need their mail-order prescription drugs, small businesses on Main Street trying to meet payroll, and major businesses like eBay whose business models depend on Saturday delivery.
Send out mail only to the people you know may have interest in your product- narrow mailing lists down by demographic. There are different options for targeting- you can either go by a list that your direct mailer has assembled, or use other options like Every Door Direct Mail (EDDM). For example, if you own a business that installs garage doors, you would want a list of people with homes that had garages and not carports or just driveways. Yet if you owned a barbershop you would probably choose EDDM and choose to send out your piece to everyone in the area, because everyone needs a haircut!
Before launching a campaign, consider these important questions that directly influence pricing. Content: What class of mail is it? Size: How big is it? Shape: is it a letter, flat, or parcel? Weight: How heavy is it? Distance: How far is it going? Quantity: How many pieces do you want? Nonprofit status: Does your organization qualify for nonprofit prices? Speed of Delivery: Express Mail, Priority Mail, or First Class Mail? Click here to learn more about Business Mail 101.
Get to know your direct mailer. Businesses like Impressions Direct succeed when you succeed. Not sure about a specific part of your campaign? Help is only a phone call away! Guidance is available that will help you address all ofthe important pricing factors. A direct mailer's job is built around delivering the most effective and affordable results to clients- so let us help you!
Get Response with Quick Response (QR) Codes
July 1, 2011
Although introduced in Japan in 1994, Quick Response Codes (QR codes) are just now finding widespread use in the United states. What is a QR code? A QR code is basically a 2D barcode that can be read by a cell phone. When you are checking out at a grocery store, the clerk scans the barcode and the price comes up on her screen. When you use your cell phone to "scan" the QR code, your phone takes you to information about the business, advertisement, etc. that the code wants to convey. In order to read the code, you need a QR code reader, which takes less than a minute to download on an iPhone or Android.
Here is a short Youtube Video (using a business card as an example) that shows you how it works!
The reason QR codes are useful is because they can convey a lot of information within a very small space, and make that information instantly available (and save-able!) on a phone. It is also fun for your audience to decode, and encourages them to look at more information. Many organizations are starting to take advantage of QR codes. However, due to the "newness" of the codes in the US, the most successful campaigns are ones that target tech-savvy audiences. For example, ITT Technical institute recently started a direct mail campaign that sent out a postcard to prospective students. This postcard was completely blank other than the words "ITT Tech" and a big QR code.
The question remains, however: are QR codes the current fad or the near future? Currently, Google is encouraging use of QR codes, but marketers speculate that the true test will be whether or not Facebook starts making use of the codes, because it has the largest user base and would give QR codes instant global recognition. Currently, Facebook has not publicly announced any endorsement for the codes, but speculation asserts that Facebook will address the possibility in the future.
Although QR codes are still in an introductory phase in most parts of the United States, it may be a good time to start looking into what QR codes can do for your business. Impressions Direct has already successfully used QR codes in direct mailing for multiple clients- maybe your business can benefit from it next!
Stand Out by Not Standing Out
June 1, 2011
You've gotten direct mail before; a large deal of it is colored loudly, with huge pictures and promises and the whole shebang. Every company is trying to be so different that, ironically, they all start looking similar. Have you ever considered standing out by… well, not "standing out"?
Back in the early 2000's, flash intro sequences to websites were the newest fad (basically a short, non-optional Youtube video before you can continue to the business's website). They looked fantastic, were simple to view, and offered great power to marketers and businesses alike. Yet today, every competent web designer will tell you to avoid flash intros like the plague. But why, if they stood out and entertained the consumer? Because they attempted to give what the business wanted to give, not what the consumer wanted. They sacrificed simplicity and speed. The average time spent on a particular website is 15 to 30 seconds. Would you really want someone looking at one flash advertisement for the majority (if not all) that time? No, of course not; you want the individual to find what they are looking for. But they have to first want to find it, then find it fast and feel their time was well spent.
So how do you accomplish that? You make sure your website is user friendly (preferably simple and searchable) and contains worthwhile content, not marketing pitches mixed with legal jargon and false sincerity. You engage your customer, and make it personal and in depth without sacrificing simplicity.
How does this relate to direct mail and why should you care? Well, a great example comes from DirectCreative:
Dean Rieck comments that he received a simple letter in the mail: "It's a simple solicitation about refinancing my house. And I've received it three or more times now. The envelope is a standard white Monarch with a canceled stamp and what appears to be a handwritten address. The letter inside is a short handwritten note with a business card stapled to the top. The letter is personalized with my name. The envelope is one-color. The letter and business card are two-color, printed on one side. The whole package is small and cheap. No bleeds, die cuts, photos, or frills. I love it. Why? Because there is no pretense of cleverness. This piece seeks to generate phone calls and it does absolutely nothing else."
Sometimes standing out means not being pushy, but practical. In your direct mail piece, take advantage of personalization, make your statements clear and straightforward. Think from the point of view of the customer- does he want to read through a large amount of material to find what he is looking for, or would a simple, large heading be better to grab his attention? Look at magazines for example like Time- it has a simple cover that leads people further into the magazine; it doesn't try to assault the reader with everything on the front page. People want to learn more by their own choice, not be forced to by looking at the front of your piece. Make them WANT to learn more; it's probably best not to pour out your sales pitch- not to mention your pocketbook from all the extra work and design time- into the front page. Keep it simple and practical. Remember what you want- you don't want to give the consumer every product listing or every promise in the world- you want his business and you want ROI. If you want that, then give the customer what he wants. Make it simple, make it practical, and make them want more.
EDDM: Small Business Direct Mail Becomes Even Easier
May 1, 2011
The newest campaign initiated by the Post Office, EDDM ("Every Door Direct Mail") is making direct mail easier and more important to small business than ever before.
EDDM allows small businesses to send out direct mail with extremely low costs. The most costly part of direct mail, the mailing list and the annual postage permit, is completely eliminated. In addition, the postage is even cheaper compared to first class mail.
Once you have your direct mail printed to your specifications, all you have to do is go to smp.usps.gov and choose EDDM, type in the zip code or city and radius of where you want your mail to go. Once you select your routes, you fill out some simple paperwork and are ready to drop off your mail to your local post office.
Let's look at a practical example of how this works. Bob opens a new barbershop in Chesterfield, Missouri. He decides he wants to send out a flyer to customers in a 5 mile radius of his new shop. Instead of paying a large sum of money for a annual postage permit (and costing him a great deal of time) and purchasing or sorting a list of potential customers, he decides to use EDDM. He goes to a printer and has his mail printed according to EDDM specifications (which can be found below), goes online and fills out some simple paperwork, and takes his mail to the local post office and pays the low per piece fee. The post office takes care of the rest by addressing them to everyone in a 5 mile radius of his shop. Within three days, everyone living in Chesterfield next to Bob's new barbershop knows that if they need a haircut, they can try out Bob's new place.
Clearly, this is a great new addition to USPS- and good for every small business (especially for Bob- there will be a lot more people needing haircuts now that they have stopped pulling their hair out over the fees and complexity of direct mail for small businesses before).
Here are the requirements for EDDM as listed on the USPS site:
Now Hiring: Production Manager
April 1, 2011
POSITION SUMMARY
Responsible for all aspects of production including, but not limited to, programming, laser print production and letter shop operations. Responsible for staff management, production output and configuration and maintenance of equipment. Coordinate with management and sales team to deliver high-quality, on-time and cost effective services to clients. Additional responsibilities include, but not limited to, interview, hire and train employees; plan, assign and direct work; appraise performance, reward and discipline personnel; address complaints and resolve problems.
ESSENTIAL FUNCTIONS
POSITION QUALIFICATIONS
SKILLS AND ABILITIES
BENEFITS
Conditions of Employment
All job offers are contingent upon a satisfactory background verification and drug screen.
Click on "submit resume" below with your resume or inquiries.
Thanks- looking forward to hearing from you!
Submit Resume
What do the Postage Increases Mean for You?
March 1, 2011
It's official- USPS price adjustments are set for April 17 (the official release can be found here).
So what can you expect in regards to your business's mail, as well as your direct mail advertising?
First off, here are some price changes of note for retail customers:
"While changing prices is always a difficult decision, we have made every effort to keep the impact minimal for consumers and customers doing business with us at retail lobbies," said Postmaster General Patrick R. Donahoe in a former press release. "We will continue to balance our business needs against the needs of our customers."
The overall increase is about 1.7%, which keeps with the PRC (postal regulatory commission) standard of keeping with inflation.
What can you expect for direct mail? Impressions Direct's own John Fortner assures, "Because the rate increase is less than originally proposed by the USPS and not a significant increase, I do not see it having a big impact on our clients. Although there is no such thing as a good increase in cost, our customers rely on direct mail as an effective marketing tool and I don't see that changing at this time."
Some critics are saying that although that at first glance the postage rate increase may seem negative, smart marketers should see it as a new opportunity for two main reasons:
So what should you be ready to expect in April 2011? Slightly higher postage, more customers, and a stronger post office. Maybe it's not so bad after all.
Keeping Customers Happy and Boosting ROI in 2011
February 1, 2011
Well, it's now 2011- and the New Year has ushered in a great deal of change. Consumers' demands are rising. How are you going to meet their demands? Let's take a look at ideas for 2011 that will help you boost Return on Investment (ROI) and keep your customers happy. Three words: Association, Personalization and Socialization.
"You can say the right thing about a product and nobody will listen. You've got to say it in a way that people will feel it in their gut. Because if they don't feel it, nothing will happen"- William Bernbach, co-founder of DDB Ad Agency. In order to stand out from all the clutter, you can't just have the best advertisement. Your customers are told that they can get the "best," "unique," "original," "long lasting," "beautiful," "amazing" product a hundred times a day. Yet you've heard of product loyalty in everything from cars to food- "I love flying Southwest Airlines" or "McDonalds is the best fast food." Obviously, you want your consumers thinking "[Your Business Here] has the best product of their industry!" This seems almost impossible to get someone to say. Yet it's obviously been done. How?
Well, the first step is looking at it from a psychological perspective. Although the nuances of advertising are endless and best left to the marketing team, there is one general principle you must stress in your advertising: a direct, positive association between the consumer and your business. Getting a customer to walk through the door cannot be your sole focus- you need to keep that customer coming back. Although studying market trends and analyzing independent consumer studies is a great start, why not first start with yourself? We are all consumers. Let's use the examples above: what makes you love Southwest Airlines? The quality of the aircraft that you probably couldn't make any actual comparison to the rival airline's plane in the next runway? Or was it the great service and friendly stewardess that you remembered? How about McDonalds- the forgettable, changing-every-day staff at the counter or the unforgettable, reliable food that you know you will enjoy no matter which McDonalds you visit in the world? You want your customers to psychologically form a positive association between your product or service and your company's name. When you take a flight or walk into that restaurant, you don't just feel like one of the million people who also board that plane or walk into that store- you feel special, you feel like you belong, you feel like you know and can rely on that place to give you the results you expect and deserve. Now, from a marketing perspective- how do you accomplish this? That's the million dollar question, and for 2011 it appears economists and marketing analysts alike agree that in order to answer that question, your focus should be on personalization.
"Targeting customers with personal, relevant content is key to getting the best return on your investment" - Jeff Hassemer, VP of Product Development, Experian Marketing Services. In today's culture, personalization of customer experience cannot be stressed enough. As the U.S. economy has shifted its focus from good production to services, giving each customer the optimal experience has become the focus. Obviously, you want to offer your clients the best service you can. I'm sure you can think of ways of boosting customer happiness and make for the most personable experience as possible at your location. That is relatively simple and already being accomplished if your business is still in business. However, how do you keep your customers happy, even after they left the store?
Simple: you MUST keep the personal business-to-client relationship going on, long after they walk out the door satisfied. New innovations in technology and consumer tracking have been quickly utilized in the market, especially in the closing months of 2010. Businesses like NPD offer many new services that can help you track where and what your customers are buying. You must utilize customer data to deliver the most personal and engaging experience, from dynamically generated web pages to personalized e-mails, landing pages, direct mail- and most importantly, social media.
You've probably heard it in a movie before when someone is going through their mail: "Mail, mail, junk mail, junk mail... aha! There it is!" When you send out a piece of direct mail, or produce any advertisement, you are competing with thousands of competitors- as a matter of fact, according to multiple studies, the average American is exposed to over 3,000 advertising messages a day. What will set you apart from the clutter that gets passed over as "junk mail" or the other logos and billboards? Many studies have been done on how to make your piece stand out from the crowd- however, none of these have yielded widely applicable results. The main way to stand out is by standing up and shouting out! Not literally, of course, but by establishing a constant and reliable presence that will bridge the gap between consumer and your business.
This is where social media steps in. When getting into social media, one word should stand out above all others: Facebook. Establish your business's social presence on the largest social networking site in the world, which boasts a 500 million user count. Yes, over 7.5% of the WORLD'S population uses Facebook. Get your name out there with a free account, and then maybe utilize Facebook's advertising plans and get the word out even better. Either way, your social media presence will allow you to connect directly to your consumers in an informal way that they are comfortable with and use to connect with other brands and people on a routine basis. Not only that, but then they tell their friends about you, too.
Let's use an example: one of your happy customers goes home and sits down at their computer to relax and browse stories and talk to friends on Facebook. While waiting for someone to respond to their most recent post, they decide to open your product. They like it. Who do you think is going to hear about how much they like it in a few seconds? Their friends. And thus the chain of word of mouth begins, and peer to peer advertising begins. That kind of advertising is priceless. "But wait, I wonder if they have more great stuff like this back at that store? Let's see if they do!" and then they find your Facebook page in the next few seconds and either ask a question or look at your website. Then they'll "like" (choose to get updates from) your page, happily choosing to receive product and business updates that you want to get out to them- still, all for free. If that's not enough to convince you of the necessity of a social presence in 2011, then possibly this last part alone may sway you: arguably one of the best tools social media gives you is customer data. Yes, that's right, more precious customer data.
Therefore, socialization should be the crux of your focus on advertising this year. It will allow you to both further personalize your brand and get through to your increasingly loyal customers, while providing you with even more data to utilize in your business strategies. So don't get caught in the vicious circle of advertising just enough to get your customers in the door- take part in the ever-rewarding circle of positive association, personalization, and socialization in 2011
The New USPS at a Glance
December 1, 2010
The year 2010 has held many changes for the United States Postal Service. However, there have been a great deal of changes going on this month. This blog entry will give you a quick glance at all of the recent changes and news with the USPS
On November 12th, USPS reported a net loss of $8.5 billion for 2010- this is the largest loss in the history of the postal service. However, most of the USPS' loss in FY 2010 was due to the statutorily required prefunding payment of $5.5 billion the Postal Service made to its Retiree Health Benefits Fund (which is already oversaturated by 70 billion; getting congressional approval to use this fund is the most probable way the USPS will get out of debt.) DM news states, "One positive trend is that Standard Mail increased 8.9% in the final quarter of FY 2010, marking its third straight quarter of growth. However, its rebound was not enough to boost overall FY 2010 volumes, as total mail volumes declined by 7 billion pieces."
Although created in 2007, the Deliver Magazine website (which is run by USPS and gives great advice on mail marketing strategies) just got revamped (launched Nov. 16, 2010) and is now far more appealing to the eye and interactive. In addition, it offers better advice for mid-to-small sized business. Make sure to peruse the new site or subscribe to their online magazine pdf's free of charge.
As stated in the last blog entry, there are obviously new customer service improvements coming along with the new Postmaster General Donahoe. They hope to better convey their products and services, improve small business relations, and new pricing incentives. More information about these changes is sure to become available as Donahoe takes office on December 3rd.
The APWU, the largest employee union of the USPS with 211,000 members, could not come to an agreement with the management. Therefore negotiations have been extended both for the APWU and the NRLCA (national rural letter carriers association) for a 60 day mediation process to reach an agreement before the government decides for them. Tensions have increased due to NRLCA contracts tied to mail volume. More info can be found here.
The US Postal Service filed a brief with a federal court on November 23, appealing the Postal Regulatory Commission's September decision to block the USPS from enacting an "exigent" rate increase in 2011. he PRC has until January 14, 2011, to reply to the brief. The USPS must then respond to that document by January 28, according to Gerald McKiernan, spokesperson for the USPS (via this article).
The USPS recently issued a statement saying to be wary of phone calls and e-mail messages that claim to be from the post office: "For emails: If opened, the messages instruct customers to click on a link to find out more about when they can expect delivery of their "package." Simply delete the message without taking any further action. For phone calls: Please do not provide any personal information and let the caller know you're not interested and hang-up the phone. The Postal Inspection Service is aware of the problems and are working hard to resolve the issues and shut down the malicious programs. We regret any inconvenience this may have caused our customers." (quoted from here).
We hope this summary and quick glance at the many recent changes with the USPS has been helpful.
Happy Holidays from Impressions Direct!
Postmaster General Retires; Long Live the Postmaster General
November 1, 2010
On October 26, 2010, Postmaster General John Potter officially announced his retirement after nine years of holding office.
Although Potter leaves office amid a slew of controversy over the debt, the focus is now on Patrick R. Donahoe, who has been selected to succeed Potter.
Patrick Donahoe was named Deputy Postmaster General and Chief Operating Officer in April 2005. The second-highest ranking postal executive, and the 19th Deputy Postmaster General, Donahoe is a 35-year postal veteran. He previously reported to the Postmaster General and is a member of the Postal Service Board of Governors. 1 Now, he will serve as the new Postmaster General, starting on December 3 when Potter officially steps down.2
Most agree that Potter's legacy favored eventual privatization of the Post Office. Having worked with Potter for years, what can we expect of Donahoe in regards to both policies and general changes?
"We laid out a plan that puts the Postal Service on a profitable track," Potter said in an interview with Businessweek.3 "I believe that if the actions are taken in the immediate future that the Postal Service will be a very healthy and viable organization. But it's after they get through a transition."
According to the Washington Post4, Donahoe said, "We're not going to do things to kill this organization - far from it. I grew up in Pittsburgh. I watched the steel mills go away. My mom and dad worked for General Motors. I watched General Motors go away. We will not let that happen in this organization." So what's next? "The focus now is not so much on the facilities, it's how do you provide access to a changing demand for the American people?" Donahoe said. Upgrades to the USPS Web site and merging the backroom operations of nearby post offices should help address the changing demand." Donahoe is also targeting long waits in line at the post office. "Our average wait time in line is under three minutes, but we still have places that are over 10 minutes," he said. "That's got to get fixed."
However, some disagree that there will be any dramatic changes. "Industry groups are not expecting any dramatic changes to the U.S. Postal Service in the wake of Postmaster General Jack Potter's announcement Tuesday that he plans to step down" says Larry Riggs, in an article for DIRECT magazine5
"I think the postal service will stick with the plan it announced last March because the full board was in support of that," said Tony Conway, executive director of the Alliance of Nonprofit Mailers.
"I can't imagine the USPS is going to abandon all the work to date to turn the postal service around," said Hamilton, Davison, president of the American Catalog Mailers Association. "Going forward, both Conway and Davison said they expect similar, but not identical, behavior when Donahoe takes over the Postmaster General role" surmised Larry Riggs.6
Whatever the future holds for the USPS, you can be sure that there will be change- but will the change stick to the plan set forth by the board in March? The next month should tell as Donahoe takes center stage and begins his own legacy.
PRC Denies Exigent Rate Increase
October 1, 2010
A few months ago, the United States Post Office proposed a postage rate increase of 5.6% in order to help with the budget shortfalls. However, yesterday (September 30, 2010) the PRC (Postal Regulatory Commission) unanimously voted to deny the rate request on the basis it did not meet the three provisions of the exigent rate exception.
In order to qualify as an exigent rate adjustment, there must be evidence of all three of the following:
From a PRC press release: "After careful consideration, the Commission agreed with the Postal Service that the recent severe recession, and the decline in mail volume experienced during the recession, do qualify as an extraordinary or exceptional circumstance under the law. However, the Commission finds that the requested exigent rate adjustments are not due to the recent recession, or its impact on mail volume. Rather, they represent an attempt to address long-term structural problems not caused by the recent recession. The Commission finds, therefore, that the Postal Service has failed to meet its burden under the law and the Commission is unanimous in denying its request for an exigent rate increase."
Many hoped the rate increase would help alleviate some of the negative symptoms produced by the rising deficit. Thus the most important question of the present is quite simply, "What next?"
Many are uncertain of what to expect as the new fiscal year begins. However, what is certain is that Congress is going to get involved... but not until after the November elections when it gets back from its adjournment.
Although there are obvious disagreements on specifics, the current general horizon shows two main prominent opinions about the best way to deal with the USPS in the future. Here is a quick overview of the two main ideas:
Privatization: There are those who wish to dissolve the USPS and make it into a privatized enterprise.
Reformation: There are those who wish to keep solvent the USPS and make it a better structured entity
Both strategies would eliminate the current USPS deficits.
Although there are many disagreements on the exact future of the USPS, those who support privatization, reformation, and the PRC itself all can agree that there is a need to address the prefunding of Retiree Health Benefits issue. This congressionally mandated provision forces the USPS to place over $5 billion a year into a fund that cannot be touched, and is reserved for retirees. However, the problem is that this fund is already oversaturated by $50-80 billion that quite literally is unnecessary.
Thus, interim, all we can do is help formulate possible constructive strategies that will help the USPS and the future of direct mailing, which so many businesses rely on.
USPS 5 Day Delivery Detrimental to Business
August 9, 2010
Recently, businesses throughout the U.S. have been concerned about what the debates and controversies surrounding the United States Postal Service (USPS) mean for their business. The USPS has experienced moderately severe debt in recent years with mail volume decreasing steadily each year. Some attribute the decline in productivity and increase of debt to e-mail and other online venues of communication; others attribute the decline to the recession; still others hold that there are many unnecessary costs the Postal Service can cut down. It has been proposed that cutting the mailing week from six days to five days could dramatically reduce debt. However, the five day mailing week could prove dangerous to the long-term stability of the Postal Service and fatal to small and large businesses alike.
In light of recent financial problems, the Postal Service has been searching for ways to cut down debt and overhead costs. Many people have become upset with the USPS, believing that the action on the part of the Postal Service in addressing this issue is insufficient. However, according to a USPS article, the Postal Service faces unique constraints that make it difficult to cut costs: "The Postal Service is not a private sector company... Many of the cost-cutting efforts by other shipping companies are not an option for the Postal Service. These companies raised rates, increased surcharges, adjusted service levels and stopped payments into 401 (k) plans. These are either not options or require regulatory approval for the Postal Service."
Since March 2010, the U.S. Congress and the PRC (Postal Regulatory Commission) have been contemplating about changing the mailing week to five days to help with debt. The new delivery schedule would take effect with the 2011 fiscal year and would eliminate USPS delivery on Saturdays. Craig Huey (president of the Creative Direct Marketing Group) in his July 2010 article on directmag.com, states that "some studies estimate that a five-day schedule could save from $1.9 billion to $3.5 billion a year." A 2008 George Mason University study (undertaken for the PRC) helps support his claim, stating that one less delivery day could save the USPS almost 2 billion.
Although this may seem to be a large amount of debt reduction, the NALC provides some facts that show how a five day week would be terribly detrimental for America. Not only would the 5 day week save just 4 percent of costs while cutting out 17 percent of daily deliveries, but also have a large, negative impact on businesses.
According to the NALC:
The six day mailing week is essential to most businesses. Even small businesses would take a blow from the new delivery schedule, as many small businesses' competitiveness rely on the USPS to get their products to customers as soon as possible in the most cost effective way, such as Click-N'-Ship and flat rates, not to mention standard mail for direct mailers who are trying to advertise their business. Also, as the NALC points out, it will have a negative effect on businesses by driving customers away. Customers may choose not to purchase a certain product because they feel reluctant to wait three days (Friday to Monday) to receive their item.
So what is the solution? It would seem that the best solution would be to draw from the Civil Service Retirement System fund.
In June the PRC reported that the Postal Service overpaid $50 billion into the Civil Service Retirement System. In January the Inspector General Office put the estimate at $75 billion. In addition to the over-funding, the USPS is required to make $5.5 billion annual payments into the already over-saturated account. According to NALC President Fred Rolando, "Congress now has all the evidence it needs to quickly correct this accounting error. Doing so would help put the Service back on more profitable footing and enable it to maintain its excellent level of service without having to resort to radical, short-sighted cost-cutting measures such as eliminating Saturday mail delivery service."