How I Can Increase Your Direct Marketing Respone By 35%

...a long one, but worth the read...trust me

And while I naturally have questioned the place of digital printing (toner-based) on this very blog, I provide you now with some interesting news. Acme Printing has formed an official partnership with a large New England based digital printer. And while we can directly manage an entire digital print project, our intentions are somewhat more complex.

BUT FIRST, 1:1 or 1-to-1 print marketing is the process in which a printed communication is printed and marketed specifically to the end-recipient. This data-driven process can only be accomplished through extensive up-front programming and prepress, and with the proper digital printing technology (e.g. Xerox iGen, HP Indigo, etc.). A 1:1 piece contains any combination of static graphics/text and:

1. Semi-variable (which refers to a pre-set group of variable images/messages – like a picture of a dog and a message "You like dogs").
2. Completely variable (which contains a message that is completely specific to the recipient – like "John Doe, you like dogs"),
3. And there’s a mix (like a picture of a dog pulled from a pre-set group of pictures and a message like "John Doe, you like dogs").

According to the "Personlized & Database Printing: The Complete Guide" by David Brody and Frank Romano, there is a 34% increase in response and a 35% increase in response time over a typical print marketing piece. For our clients, whether it be a catalog, a sales kit, or a direct-mailer, we are now capable to manage the entire project of marrying digital and traditional offset projects. The benefit of marrying the two is that both the response effectiveness of digital 1:1 and the cost-effectiveness of offset are achieved (for example, marrying a 1:1 digital cover and a 32-page offset text). This is something I coined the term mix-media-printing for.

The Future of Direct Marketing (Part 3)

This post is nearly an EXACT parallel to the Bourne Ultimatum - a third sequel that is more action-packed, has better dialogue, and overall, is more exciting (and both of the main characters have rapidly receding hairlines). So, now that you've decided that direct mail is the most effective way to market to your customers AND how you're going to measure the effectiveness, it's time to determine what service provider is best for your needs (click the picture and you'll get a full-sized view). And certainly I try to be unbiased with my opinions, but COME ON...Acme Printing is able to achieve all of the top requirements! Well, I can't promise there will be a "Part 4", but if George Lucas can do it, then so can I.

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!