The Future of Direct Marketing (Part 2)

Let's face it: sequels stink. I'm here to change that stereotype with next part of "The Future of Direct Marketing" (that's a big claim...this better be good).

In the last post, I discussed that the most preferred means of communication to your customers (BY FAR), is direct-mail. So now that we know direct-mail is the best way to reach your customers, you have to know how to measure Return On Investment.

Check it out in the graph, respondents were asked what they used to track the ROI on direct-mail programs.

I should also mention that respondents said a good response rate is a whopping 12.6% and a poor response rate as 8.3%. This is a huge jump from the average 2% response rate of recent past.

You know where I got this stuff, but I've got to say it anyway: The PERF Report - http://www.psda.org/education/perf.aspx.

The Future of Direct Marketing (Part I)

In the next upcoming blogs, I will discuss the future of direct marketing as was reported by a significant marketing research source the "Print Services and Distribution Association" by the Print Education and Research Foundation's annual research report, otherwise known as "The PERF Report".

In the most recent 2007 PERF Report, it was reported in a survey of over 850 consumers and 450 document owners, that paper-based communications and marketing OR direct-mail (e.g. catalogs, postcards, brochures, etc.). In fact, it was reported that direct-mail was the highest preferred means of communication (with 61%) and then in a far second, e-mail (with 21%).

All information taken from The PERF Report - http://www.psda.org/education/perf.aspx.

Where did the autumn go?!

Well, I suppose I'd better kick the dust off the blog. I turned around and suddenly, it was mid-December. It has been a busy autumn (no excuse) . I'll tell you what, I promise to keep up with the blog!

Here is some Acme Printing noteworthy news: We are now proofing staccato line-screen. Early this month, we finished up some system improvements that allow us to accurately proof staccato line-screen. Prior, we were able to proof Kodak Approvals at standard line (which isn't really an accurate color representation) and/or press proof (which can be very expensive - if you proof both ways, then one set of plates isn't used!). This makes the decision of whether or not to utilize staccato line a more cost-effective decision and makes the proofing process accurate to color. Not too many commercial printers right now are utilizing this!

Happy Holidays!

The Truth About Where Your Paper Comes From

Pictures! Yes, I thought to post this picture after discussing clear-cutting, the tactless logging technique used by some paper manufacturers, with a colleague (at this point, most colleagues in the print world are probably saying, "What the heck is he doing pointing this out!").

There are some benefits to properly managed and planned clear-cutting (for vegetation patches that require heavy sunlight). But here's what you should know about improper clear-cutting:
1. It's the most efficient way to produce paper, making paper prices lower.
2. It often detroys much wildlife in the process.
3. It makes the land (and mainly the soil) un-usable for a long time, because it removes the necessary decomposition cycle to grow vegetation.
4. Clear-cutting can cause intense erosion, which causes severe mudslides.
5. It's aesthetically unpleasing (but you can see that in the picture!).

HOWEVER, the Forest Stewardship Council (FSC) insures that logging is done selectively, so that our forests are maintained. There are many paper manufacturers that produce brands only with FSC certification, so that you can still receive the same competitive pricing as previously. As an FSC certified printer, I also recommend heavy recycled content paper.

The Printing Industry Is a Strong Bet!

Good news...most of the U.S. is panicking because of the new fed interest rate. There is concern that this will cause the U.S. to fall back into recession. Well, this isn't THE good news.

The good news is that many investment analysts are saying that the commercial printing industry is very strong. And although our parent company, Matlet Group, is a privately held company (and the largest minority owned printing company in the U.S.), it is still a great reflection on the market.

Despite the alarming rate of 1,000 printing companies closing their doors every year, Acme Printing has solidly been in business for over 70 years.

So don't panic! We're in this for the long-haul!

The Bearded Lady and The Drunk Model

Do you ever drive by a restaurant, take a brief look at it, and decide that you would never go there? You can’t put your finger on it, but there’s something about the general appearance that makes your stomach uneasy?

That’s how I feel about 70% of the catalogs I get in the mail. Though I know what makes my stomach uneasy. When I open a catalog, I first look for the infamous bearded lady. This is a picture of a woman who looks like she has a 5-o’clock shadow. This is because their printer is pulling back on the cyan, magenta, and yellow to reduce costs, and pushes black to thicken the images up.

Secondly, I compare two of the same products side by side. I am looking at two of the same product shots right now, that are about an inch apart in the catalog. One contains a white dress worn by a rosy-cheeked woman. The other contains what looks like a yellow, aged dress, and the same woman who looks like she’s had one too many cocktails.

I blame this on the CEO/president of the printing company that printed this particular piece. He/she has made it clear that their top priority is driving costs down to either 1.) Drive profits or 2.) Auction their new customers into the door.

Next time you receive a catalog, see if it makes you feel uneasy about the products.

Whichever candidate has the best pitch

I’m breaking, what I’d consider, two of the most important rules of this blog: 1.) Don’t stray from the major topics and, 2.) Don’t talk politics. But I’ve got to; politicians make me laugh.

Regardless of how much I sugar-coat and butter up my official title of Account Executive (maybe someday, I’ll throw a "Senior" in front of it), I’m still a sales person. Fortunately, I consider myself product-smart, and sales-stupid, which I have a feeling most people appreciate (I actually had a customer a couple of years ago call my manager and thank him for my pressure-free attitude…my response: "I dunno’, I wasn’t trying to be pressure-free…I wasn’t trying anything.")

But I have this feeling that most of our politicians for the 2008 election are the opposite: "product"-stupid and sales-smart. Here’s what I mean, I have this feeling that every politician is trying to appease every side of every issue, and in the end, there’s an obscure, vague message that leaves the American people saying, "Wha…what did they say?"

Imagine, I’m a sales rep that walks into your office and I claim that Acme Printing can provide the fastest turnaround, but we’re slow because we spend time on a lot of QA and preparation…we’re the most inexpensive, but we put a lot of money into make-ready materials and the best binding…we’ve got the best customer service, but we also provide low prices because we minimize labor costs…we’ve got a lot of capacity for your project…but we’ll need files 7 weeks prior to the ship-date.

Confused yet? I got vertigo just writing it.

My question is this, who was the first presidential candidate that pitched "I can be everything for the American people"? Because that was the person that opened the floodgates. So next time you pick up the phone, and here my voice or another "sales rep", feel relieved. It could be worse; it could be a presidential candidate.