As you know from part one of "Why Can't I Mail It?" with postcards, there are many times that a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues, here are some things to keep in mind as you are preparing a direct mail campaign. Now let's look at Self-Mailers
Anytime you see a truly exceptional business, you are sure to find a "unique selling proposition" (USP)—something that sets that company apart from the competition and defines it in the minds of consumers. In this article, you'll learn:
• How to create something unique and amazing about your business.
• How to separate yourself from your competitors.
• How to distill your unique offering into a simple USP.
I was chatting with a friend of mine over lunch the other day—he's a senior creative in an integrated advertising agency (brand and direct)—and we were asking ourselves: "Where are all the courageous clients?" Where are the clients that aren't afraid to take risks—at least creatively?
There are things that once said, we wish we could take back, but of course, never can. There are things we say that often dramatically change everything. ... I was sitting with Bill and Peggy Heyman, owners of Supreme Audio, a B-to-B “catalog” company in NH that sells professional audio equipment. ... [Bill] said I looked at the book, thumbed through a few pages, look at the cover again, paused and said “I hate your catalog. I’ve always hated your catalog”
Remember when you were a kid and you learned how to fold a single sheet of paper into a little device that would allow you to tell fortunes? I was reminded of that device recently when my controller walked in carrying the latest direct mail package she received from FedEx. Being a good voyeur of marketing content, she brought it to my attention because she had inadvertently ripped one of the contents inside—and flung it down on my desk declaring it was "stupid"
What do you mean the post office won't let me mail it this way? Almost every day we get this question from a client. Since the post office has made mailing very complicated, there are many times that a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues here are some things to keep in mind as you are preparing a direct mail campaign. Let's start this week, with Postcards
With every new wave of technology, traditional marketing channels can waver with marketers. Those waves of new media channels come with great force and generate buzz and excitement, but they also can fizzle out just as quickly. However, one marketing channel remains consistent: direct mail.
There's been a lot of talk about augmented reality (AR) lately. We've all seen the great examples from companies like Ikea and heard the buzz about Google Glass. But still some marketers call AR a gimmick. They liken it to the buzz a couple of years ago about QR Codes. While QR Codes offered marketers a way to move audiences from a print piece to a digital call to action, AR fundamentally changes the way we interact with audiences.
"Green washing" may be the dirtiest word in marketing. It's the opposite of transparency. But that's not responsible business, and in the long run, marketers who greenwash are only making customers more mistrustful and immune to their own messages, be they from marketing, PR, or the local green-eared painter. How can responsible businesses communicate what they're doing transparently, and should they even try? We asked some of the industry's top sustainability advocates, and this is what they said.
Have a look at the photo to see the cover of ULINE's Spring/Summer 2014 catalog—628 pages offering "over 29,000 packaging, shipping, industrial and janitorial products, ready to ship today." My guess: It cost $2 in the mail. I do not believe I have ever placed a single order with Uline, and yet I have been receiving these behemoths for more than 30 years. The obvious conclusion: Uline's accountants use an abacus.