T H E O F F I C I A L K E S S L E R C R E AT I V E N E W S L E T T E R
Kessle r Re bran d
@kesslercreative
FE BRUARY 2024
VOLUM E 18
3
KESSLER REBRAND
4 5 6
Direct Mail: The Love Letter of Marketing Using Direct Mail to Reach Voters Kessler Creative Holiday Party
i n th is issue AN INSIDE SCOOP
by Dina Kessler
Welcome to our latest edition of Hot Off the Press! In this issue, we will explore the intricacies of political marketing along with the love of direct mail marketing. We’re also thrilled to provide you with an exclusive preview of our rebranding initiative. Don’t miss out
A M essage from Th e Presi de nt PAGE 2
on our annual holiday party at the end! February is a month where we express our deepest affection and appreciation, and most importantly, a time where we take a moment to acknowledge you - our esteemed clients! We love working with you to help grow your brand, and we are grateful for the trust you have placed in us. May your 2024 be filled with success and prosperity!
HOT OFF TH E PRESS
Kessle r Re bran d Welcome to our brand-new chapter! We are thrilled to announce our rebrand, bringing you a fresh look and exciting changes that will enhance your experience with us. Get ready to embark on a journey of transformation and growth!
N ew Logo Design an d Sign i ficance Our new logo is more than just a visual refresh; it embodies the essence of who we are and what we stand for. Kessler Creative’s stamplike style is how we make our mark in the printing industry. Through our vibrant color palette, we express our dedication to innovation, ambition, and openness to new concepts.
Color Psychology:
Reasons for th e Re bran d
• Purple: Associated with creativity, wisdom, and luxury
The decision to rebrand was driven by our desire to stay ahead of the curve and align our brand with our evolving vision. By embracing change, we aim to bring you a more streamlined process! Kessler Creative has always been a multi-channel agency that delivers expectational results and quality. With our new logo, we hope to create a stronger visual identity that will resonate with both current and potential clients.
• Mint: Reflects freshness, new beginnings, and growth • Grey: Reflects professionalism, stability, and sophistication • Seafoam: Evokes feelings of freshness, growth, and harmony • Charcoal: Symbolizes our strength, endurance, and resilience as a company We carefully selected each color for a specific reason to represent our brand values and messaging.
Despite the rebrand, one thing that will always remain consistent is our dedication to quality. We take great pride in delivering exceptional products and services that exceed our clients' expectations.
Over the last 2 decades, we have witnessed significant changes in our industry. At Kessler, we choose to look at change as growth and an opportunity to improve. To grow and align ourselves with the changes happening in our industry, we decided to take the challenge and evaluate our organization starting with who we are, what we are, and where we are going. A rebrand is a big part of that process and we are excited to share with you the results of our team's hard work. As we continue to evolve, our focus remains on staying true to our core values while embracing new opportunities. - Dina Kessler, President of Kessler Creative
Kessle r Creative: Results-Drive n Marketi ng As we embark on this exciting new chapter, we want to express our deepest gratitude for your continued support. It is your trust and loyalty that inspire us to push boundaries and strive for excellence. We are committed to delivering outstanding experiences and innovative solutions that meet your evolving needs. Join us on this transformative journey, and together, let's embrace a future filled with endless possibilities. Thank you for being a part of our rebranding adventure! FE BRUARY 2024
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Di rect Mai l: Th e Love Lette r of Marketi ng In today’s ever-expanding digital age, businesses are having to adapt quickly to keep up with current trends and practices for marketing to their consumer audiences. While the influx of digital ads, social media, and e-blasts have been significant, direct-mail is still a large player. You might be asking yourself; how do I get my audience to pay attention to a mailer with attention spans so small and with such an emphasis today on high-speed digital content? What if I told you that it was the way a direct mail piece made someone feel, how it touched them. Here are some stats from a USPS survey to back up this claim.
How Di rect Mai l Makes Consum e rs Fe e l Direct mail has a unique ability to make consumers feel valued and appreciated, which digital marketing efforts struggle to replicate.
81%
reported that they look forward to checking their mail
50%
reported trying a new product or service after receiving a direct mail piece
67% check their mail daily
(Source: USPS)
Today, consumers’ perceptions of how brands value them as people over a statistic plays a major role in whether they do business with them or not. As the abundance of marketing channels grows, so do consumer expectations of a tailored and engaging experience.
Love Across all Ge n e rations
Personalization means knowing who is on the other side of the mailbox. With each demographic responding differently to direct mail, it is important to know what speaks to each generation.
BOOMERS
GEN X
A third of this generation values mail because it’s trusted as a source of information. They are known as active spenders.
They check their mail 6 days a week and respond well to imagery depicting healthy lifestyle, family, and career goals.
MILLENIALS
GEN Z
62% say they actually read through direct mail advertisements and 79% look forward to seeing what they have received in their mailbox.
This generation are the heaviest spenders and routinely are influencers within their households for product recommendations. Utilizing variable data to personalize a direct mail piece to this group will make a noticeable positive impact. (Source: USPS)
Your audience is your heart of marketing strategy, and your direct mail advertisements are the hand-crafted love letters that speak directly and appeal to their values, needs, and wants.
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HOT OFF TH E PRESS
Usi ng Di rect Mai l to Reach Vote rs Political campaigns are among the toughest marketing strategies to construct. Not only are you working to persuade voters that what you stand for and what you plan to do is more enticing than your opponents, but you also must find a connection with the right individuals while building trust that you are what the community needs. Many politicians rush to run digital ads that will be received by the masses, but digital ads alone are not the most effective method of marketing yourself in a political race. Political direct mail is a dynamic tool that has proven to be effective time and time again due to its targeting capability, measurability, and personalization.
Major Be n e fits of Political Di rect Mai l
Highly Focused Targeting | Higher Personalization | Higher Response Rate You can craft the perfect list of recipients based on the demographics and locations you wish to target. A targeted list leads to a higher response rate as your target is already interested in what you are offering. Variable data also allows for easy personalization of each mailer. These can be customized for individual recipients, using personalized information such as their names, addresses, and even specific interests.
Building Trust and Credibility Persuasion is the biggest challenge of a successful political campaign. So, building trust and credibility is paramount. The United States Postal Service asked people to rank credible sources of information for a political campaign. A whopping 48% of the voters labeled direct mail as one of the most memorable sources for obtaining political campaign information.
64%
of surveyed voters agreed that direct mail reinforced information they saw online
58%
of voters went online to learn more after reading a mail piece (Source: USPS, 2022 Election)
Integration and Measurability
Win Your Next Election With Us!
Combining direct mail with digital content using QR codes makes for a powerful one-two punch that connects with your audience on multiple levels. QR codes can link to a specific website, unique landing page, or social media page that will make tracking your campaign seamless. Adding a campaign-specific phone number is another way to track your political direct mail response.
Cost-Effectiveness Being able to send direct mail to specific audiences through precise targeting makes for a cost-friendly marketing approach. Marketing through TV, radio, social media, and paid ads can add up costs quickly while also targeting those who have no interest in your offer, leading to wasted marketing dollars. Do not make this common mistake. Take advantage of targeted direct mail!
FE BRUARY 2024
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KEssle r Creative Holi day PArty
Kessler Creative recently celebrated a successful year by organizing a company dinner at Enza’s Italian Restaurant. The event included delicious food, a gift exchange, and an awards ceremony to recognize the hard work and achievements of our team. It was a great opportunity to come together, have fun, and reflect on the year behind us.
Kore Values
Passionate - Katelyn McInvale
Dedicated - Anita Filan
Accountability - Natalie Stowers Honesty - Taylor Cercy
Team Player - Dustin Crozier
Partner - Sam Karlo
Innovative - Scott Kessler
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HOT OFF TH E PRESS
Sh i n i ng Stars Elsa Lampe Cordero
Fatima Gulamali
FE BRUARY 2024
Alexis Moorefield
Kourtney Kunkel
Mark Jones
Jordyn Roberts
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12276 San Jose Blvd, Ste 111 | Jacksonville, FL 32223
Di rect Mai l Facts In 2024, businesses are seamlessly integrating direct mail with online channels. (Source: eLynxx Solutions)
69%
of consumers engage with mail each week, providing a valuable opportunity to fight digital ad fatigue (Source: Sequel Response)
71%
57%
Kessler Creative is a full-service direct marketing agency that has been trusted by businesses across the US since 2007. During that time, we’ve helped thousands of businesses both large and small meet and succeed their goals through effective direct marketing. @KesslerCreative
reported they read direct mail the same day they bring it inside their residence. (Source: Porch Media Group)
of consumers will visit a website after reading a direct mail piece (Source: Porch Media Group)
Hot OFF TH E PRESS Published by Kessler Creative 12276 San Jose Blvd. #115 Jacksonville, FL 32223 904.240.3929 kesslercreative.com