Direct Mail: The Good, the Bad, and the Scary
Response rates may be down, but they’re still high (averaging 3.4 percent) compared to high-tech digital channels. ROI needs a shot in the arm, though.
Do old-school marketing tactics such as “snail” mail still work? You betcha, according to research gathered by the Direct Marketing Association (DMA) from an online member survey this past spring. Yielding average responses from 34 of every 1,000 pieces distributed, direct mail is nearly 30...
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Vestas Wind Systems sought to promote wind energy as a viable solution to top management at large, carbon-conscious companies. Knowing the top CEOs they were targeting found Bloomberg Business Week indispensible, the company created an issue with personalized cover art, a letter, and loose insert for 657 chief executives. The letter included consumer research along with details on the recipient’s own company’s renewable energy consumption, and the insert led to a personalized URL where they could find more details and research about other companies and consumers. The campaign cut through to reach some of the world’s most difficult-to-reach CEOs.
Integrating Print Media
According to Julie Shaffer, VP of digital technologies for the Printing Industries of America, digital printing now is so mainstream that the PIA has renamed its Digital Printing Council, calling it instead the Integrated Print Media Center.
“It has become ubiquitous,” Shaffer explained. “When the DPC started in the late 1990s, we called it a ‘council’ because there were not that many members with digital print expertise [at that time].” With its focus on linking mobile technologies with direct mail, the group’s next Integrated Print Forum (IPF) is scheduled for mid springtime, May 14-15, in Pittsburgh. (Hurricane Sandy shut down the IPF slated for late October.) Registration open Dec. 5: www.integratedprintforum.org
In late January 2013, the Print On Demand Initiative comes to Vegas -- early-bird registration ends November 27:
PODi AppForum
January 28-30, 2013
