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master print article How Spectacular is Your Advertisement?

Category: Print

print advertisingIt is projected that print magazine advertising will be up 1.9 percent to $9.4 billion despite the popularity of online channels. This year alone, the total projected spending average on advertising is $368 billion. But what determines the reader recall of the advertisement and which tactics will generate spectacular results?

Branding is an umbrella term. Beneath it, multiple factors influence advertising and these factors determine whether your company brand gets traction. If you are a print advertiser, factors involved include which publications you advertise in, where they are distributed, when and how often, which other companies in your industry advertise in them, what do their ads look like in comparison to yours and what are you reflecting in your creative production.

It has been proven through print ad readership measurement that creativity that operates in a magazine advertising framework of multi-page ads, gatefolds, inserts, scented strips or similar sensory engagements like sound will increase the ads impact on the reader. In particular, both recognition and readership of ad copy increase when the number of pages increases. These findings illustrate that an added investment in creative and innovative features will retain the attention of your readers and distinguish you from the clutter they are screening through.

According to Caryn Klein, VP of Business Research and Insights at Time Inc., one of the largest content companies of the world, “Print Advertisers who creatively explore and expand the possibilities of print can have a profound effect on target audience.” Unusually innovative ads, like the two page Pepsi spread with the three dimensional pop-up of an open bottle that included small audio chip to play Jazz music score a 100% in reader recall and engagement.

In advertising viewers will be categorized into those that remember seeing the ad, those who recall the name of the advertiser or product and those that will have read either half or more of the ad copy. While print advertisers are always looking to gain the attention of the reader, it is clear that tonnage, meaning the increase in the number of pages, combined with innovation and topped with creativity will increase the likelihood that your ad will be seen and read. If you would like to learn more about using interactive print work contact Master Print.

Posted on Apr 23, 2010.

master print article Direct Mail vs. Email Showdown

Category: Print

Marketing efforts break down into two popular categories direct mail and technology. Direct mail has crossed paths with technology and originated powerful tools like cross media marketing. Do not overlook the fact that the modern print industry is equipped with tools that override the many arguments for technology, most of which are actually untrue ie. it is quicker, cheaper, better for the environment and so on.direct mail marketing

Let’s make sure that we don’t misunderstand the full role of direct mail marketing. The totality of this service is actually a science and an art. It includes a particular focus on attentiveness, target research for variables, conceptualization and creating attractive offers. This medium is also a great way to test the pricing waters which you have set for your products and services through tracking and experimentation.

It is no secret that technology has come to dominate everyday life. While it is true that technology has a lot to offer, it can be a dangerous zone to operate in. True, you are not spending money to send an email. But, think of the framework of the process. First, emails are not guaranteed delivery. Your clients may consider you as spam and opt out of communications or their server may pick up your email as a junk mail and disconnect you from your potential customers. Moreover, the amount of email sent out to a typical inbox is heavy. Most of that email is irrelevant or unnecessary to the recipient. Once the recipient feels like their privacy is invaded you will be blocked out of any potential communications gateway. 

Direct mail does not produce as much of a distracting effect, partly because it contains enough objectivity in the process that you have to take note of it, but also because it is tangible and by default gets looked at. The question is how do you do direct mail the right way?

Well, there is definitely a right way and it starts with your mailing list. If your recipients are not actual prospects you are not going to harvest the attention that you are looking for with your advertising; for example, you don’t want to sell scuba gear to someone whose main hobby is tennis. So make sure that your list is well researched and contains a large amount of data including but not limited to position title and role, birthday or age and so forth. The reason you do this is for the back bone of your piece: personalization. This component, done only through digital printing, will customize the copy and images of your mail piece with the recipient’s data. You have now struck a cord with a customer and generated interest.

The best way for you to maximize the benefit of your direct mail marketing campaigns is to consult with a print provider. There are many resources and campaign ideas that are available to you at your local shop. Make use of them!

Posted on Apr 22, 2010.

master print article Personalization CAN Boost Revenue for Travel and Tourism

Category: Marketing

purlThis week's case study tests traditional and static direct mailing against a one-to-one approach. Let's find out if the Maine Office of Tourism was able to increase response and revenues with a personalized pocket guide.

The goal of this marketing program was to provide web-site visitors with customized brochures that were based on the requests for information made on the Maine Office of Tourism web site. In addition to providing a personalized promo piece, the Maine Office of Tourism wanted to increase response and visitor traffic to Maine. The travel and tourism industry accounts for 20.8% of Maine's gross state product. The implementation of this marketing campaign had the potential to create a profitable trickle effect into the state's economy. In order to achieve this, as well as accumulate the necessary metrics for a strong business case for customized variable data printing, an infrastructure that would allow follow up marketing efforts had to be created.

Using the state's conventional advertising program, Maine's Visitor web site, prospective travelers have the option to request information about traveling to Maine. This basic advertising design was the gateway to this personalized marketing campaign. Once a candidate visits the site and responds to questions they are then sent a promotional mailing. This promotional mailing was set up against a static mailer with no personalization or variables. Both the digitally printed custom mailer and the traditional mailer included an offer to win a free shopping spree and personalized return postcards for use in tracking the results. In total, the personalized digital variation of the pocket guide contained 145,000 unique variations.

The pocket guide was printed on a single sheet of Digital Color Elite Silk Paper and was folded to form segments with variable information such as seasonal images and region, events and activities of interest. The personalized postcard and offer were integrated together and included questions that pertained to the pocket guide, such as "What are you planning on doing on your trip?"

The point of this case study is illustrated in the program's results. Out of a divided 7,448 count target audience of consumers requesting travel information, the personalized pocket guide generated a 23.4% increase in the response rate over the static mailer. In total, 96% of the recipients planned a trip to Maine in the 2007-2008 year.

This case study was done on behalf of the Xerox 1:1 Lab. If you would like to be a candidate for a no cost personalized marketing campaign email me at kate@mp4print.com.

Posted on Apr 20, 2010.

master print article Keep Craftsmanship Alive!

Category: Print

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Keywords: Printing, printing occupations, printing technologies, electronics, computers, Holmes Burton Films Inc, Social Science, Media Communications, Business Engineering, photo lab, Computer Visual, Arts, book printing, prints, press, media, ink

Posted on Apr 16, 2010.

master print article How do consumers view your print communications?

Category: Marketing

variable data printingThe majority of high-end corporate marketers have understood personalization. The truth is that many of these marketers have an accumulation of data that, most likely, is not being used to drive their print campaigns to high success levels. Why and how is this damaging the way their brand is viewed by the consumer?

Let’s understand that variable data printing is one thing, but the compilation of consumer data is another. It is possible to create a successful marketing campaign with limited data, but my purpose here is to illustrate for you that the power behind extensive data compilation. A company that acquires and integrates client information from various internal departments, ranging from but not limited to purchase history and customer preference, will increase their relevancy. Relevancy is otherwise known as the blood in the sales veins. The obstruction to getting into the “relevancy zone” is the lack of asking the right questions and steering your communications within a consumer data framework.

In terms of customer direct mail messaging, only 33 percent of marketers capture the customers’ preferred method of message delivery when 80 percent are claiming that the customer preference is key to determining which message is sent! A 29 percent handful of marketers capture the type of content that customers would like to receive, while only 12 percent capture a customers’ preferred frequency for receiving marketing emails and 8 percent capture the preference for receiving direct mail and telemarketing calls. Last but not least, 30 percent of marketers who capture at least one type of preference data will take zero action based on that preference.

I only serve you these statistics so that you can become aware of the disparity between the actual utilization of relevancy in direct mail marketing. Your perception is not a reality and unless you conduct some sort of data assessment and ask the right questions. If you are not doing this you will waste three important things: time, money and the opportunity to establish a connection with a consumer. That said, take advantage of the power of mail personalization. The only necessity to execute a successful marketing campaign is the accumulation of consumer information critical to precise targeting. If you fall within these numbers, and a majority of you do, you are walking a thin line bordering junk mail or harassment. Take Ford Motor, for example.

Ford was using basic personalization, this means the customer’s name and the vehicle which the customer owned. With a 2.5 percent response rate on service contract mailers, the company decided to test out an alternative way to maximize their return on investment from the mailers. Budco, Ford’s production provider for the campaign pulled together data from various departments, such as vehicle type, length of ownership, age, income and gender. This way a woman with a family who owned a Ford vehicle would get a mailer with an image of a woman with a family and the car that she owns. The test was conducted on 20,000 mailer pieces to Ford truck owners whose warranties were nearing expiration. Two mailers were sent. The first was a black and white letter with the Ford logo in color and a full color self mailer. The formats then had two versions, one with basic personalization and the other contained extensive personalization. The personalized self mailer with a variety of VDP content scored a 5.7 percent response rate increase and a 35.7 percent increase in sales penetration in comparison to the original mailer.

Creating more relevant messaging and driving results form direct mail is not difficult. In addition to utilizing rich VDP don’t forget to maintain the control of the mailer to ensure that every variable remains true to the brand it represents. There are multiple resources that communications providers embed their printing with so establish that conversation with your printer to keep yourself informed and armed when you start your next marketing campaign.

Posted on Apr 15, 2010.


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