During a recession, the business owners that survive - and even thrive - are those who take advantage of the unique opportunities of the times.  In a business climate in which many marketers are cutting expenses by slashing marketing budgets, some are using the latest advances in variable data and digital printing to make the most of every marketing dollar spent. In the past, the owner of a brand new neighborhood restaurant may attract customers and increase awareness in the community with a generic direct mail marketing campaign. The business owner might design an attractive and informative postcard inviting customers. He ...

As modern marketing practices become increasingly high-tech and advanced with every innovation in communications technology, you might be surprised to learn that overwhelming research indicates that a standard of the industry, direct mail marketing, continues to be a strong and high-yielding option, especially in today's slowing economy.  Print in the Mix, a  clearinghouse on print media effectiveness, follows marketing data in all areas of print marketing, including direct mail, magazines and catalogs, newspapers, and custom publishing.  According to Print in the Mix, in 2008, direct mail marketing campaigns produced a ROMI (return on marketing investment) of over $15 for every ...

The natural tendency among small businesses during an economic slowdown is to conserve resources as much as possible.  Marketers who begin to see a decrease in sales as a result of troubled economic times may be tempted to cut their advertising budgets in order to make ends meet; however, relevant marketing data reveals that this is the wrong decision in light of research results. Research indicates that businesses that maintain or increase their advertising budgets during a recession experience positive sales growth.  During the 1981-1982 economic slowdown, businesses that maintained or increased their marketing campaigns actually averaged higher growth during the ...

Studies Show VDP & PURL Successfully Drive Up Response Rates & ROI Recently, we have been writing about the benefits of personalization in a marketing campaign.  Today we want to drill home the point further.  One of the main reasons some people may be hesitant to adopt VDP (Variable Data Printing) or PURL (Personalized URLs) solutions is a lack of numbers indicating probable success.  We want to erase any hesitancy you may have. James Mikes, Director of Technology for PODi, said last year that companies generally double their response rates when they switched from a static marketing campaign to a personalized one.  These rates ...

Study Shows Personalization Trumps Other Factors In Improving Direct Mail Response Rates In 2004 a study was commissioned by InfoTrends/CAP Ventures entitled The Impact of Color in Graphic Design.  The basis for the study was to show how color, when used boldly and well in a design, can greatly increase the response rate of direct mail campaigns.  While the study successfully showed that a color direct mail piece drew a greater response than a black and white piece, a closer look at the figures reveals something more interesting.  Personalization of the direct mailer was the most important factor in driving up ...

The Taser Inc. case finally gives us evidence. The theory of using a personalized web page to grab a potential customer's attention is a good one, but where are the figures to back this up?  Personalized URL  (PURL) is certainly an exciting new addition to marketing strategy.  Never before have marketers been able to connect with their customer base in such a personal way.  There is a widely-held belief that VDP (Variable Data Printing) and PURL greatly increase response rates in campaigns and drive down the cost of each new marketing lead.  Until now, however, there has been a paucity of ...

Direct customer feedback is by far one of the most invaluable tools available to businesses. While it may sound simple enough, doing so may prove a bit more complicated.  Customer feedback is useful when learning which of your marketing or advertising campaigns was successful, and also to understand your conversion rates. Most often when calling a business, you’ll be asked where and how you found out about them.  In hindsight, this is a good approach at finding out the success rate of your marketing, but beware of the data you are collecting.  Using a question like “How did you hear about ...

In our environmentally conscious world, environmentally responsible businesses and companies can gain more than a good conscience. While most attribute switching to environment-friendly products and processes to save energy and hold on to some extra cash, going the extra mile to demonstrate your environmental responsibility can mean much more than that. According to recent environmental surveys, the decisions of many consumers are based on the environmental impact made by the products and services they purchase. Take paper for example. Today, more and more companies and consumers prefer using paper made from post-consumer waste. You see this phenomenon just about everywhere; from ...

We are always looking to make life easier for our clients, and thanks to the power of the Web, we’ve done it again! We’re happy to announce the launch of our newest service, Web-to-Print. This new turnkey solution allows you to order your print materials online. You have the power to create, edit, and approve your print materials before they go to press. With this form of digital asset management, you no longer have to worry about storing back ups or looking elsewhere to access your files. Here’s an overview of the process: 1. Log in to the OneIMS ...

Are you ready to make a splash? Ready to grab everyone’s attention? Then you’re ready to start on your wide format printing project. As with any project, thinking ahead of time will avoid unpleasant surprises and disappointments. Most importantly, it will allow you to choose the right type of wide format printing for your needs. Once you’re ready to start on your wide format project, make sure you can answer these questions. 1. What message does the signage need to convey? Is it a new service or product you are promoting? Is it a special promotion? Think about the image and the ...

Earth Day is here! As a business, it's hard to think about what you can do to make your business greener and more environmentally friendly. One great way to be more eco-friendly is to make sure you employ green printing options. Going green doesn't mean going paperless. While creating E-commerce websites, E-Mail marketing and other online based solutions can greatly diminish your consumption of paper, you still can't completely eliminate printing out of the equation of marketing. No other marketing method combines immediacy and permanency like print media. How can you still take advantage of the benefits of printed materials and ...

Are you considering a direct mail campaign in the near future? Looking for some tips on how to be successful at it? Read on to discover a few proven direct marketing strategies to double or even triple the response rate. 1. Enhanced Data – First and foremost get the right list, and get it right! It is very critical that you set the criteria for the recipients of your direct mail piece. What does that mean for your business? Let’s break it down. 60% of your mails success depends on the list itself. It is imperative that you obtain a mailing ...