Kessler Creative June Newsletter- 2024

summertime marketing

THE OFFICIAL KESSLER CRE AT IVE NEW SLETTE R

AN INSIDE SCOOP

by Dina Kessler

Welcome to our newest issue of Hot Off the Press! In this edition, you’ll learn how to optimize your campaigns using multiple touchpoints through mail and digital. We’ll also be sharing insights on summer marketing strategies and tips for integrating sustainability into your mail practices.

Be sure to keep an eye out for a special highlight celebrating Mother’s and Father’s Day at the end!

summertime marketing

How is your summer marketing campaign sizzling? Summer is a time for fun and relaxation, which means more time for shopping. Summertime is a great opportunity to focus on fun and unique products that people can use to enjoy the season. Whether it’s technology or summer trends, make sure you’re offering something that will match the season. Here are three tips to help you make the most out of your summer marketing efforts:

1 Host local events

Attending events such as fairs, festivals, and farmers markets can be a great way to increase customer reach. By having a presence at these places, you can offer something unique that customers may not find on your website, a face-to-face interaction. Make sure to bring samples of your product or service, along with informational flyers and other small items that are easy to transport. Doing so will help create interest and drive new business.

28%

Brands that attend live events are more innovative when interacting face-to-face with attendees. (TSI)

75% of customers feel more connected to a brand after attending a marketing event. (G2)

Ignite a sense of urgency and excitement with limited-time flash sales that offer irresistible discounts on popular summer items. With more people having more time to shop, they are more likely to take advantage of great deals, especially when it comes to buying gifts for family and friends. Promote these sales through newsletters, social media posts, and email to generate buzz and drive traffic to your store. Consider bundling complementary products or offering buy-one-get-one deals to encourage larger purchases. Not only are customers able to get the products they want at a discounted price, but they can also save money by buying for others.

75% of people say their purchases are spontaneous. (recharge)

3 hour

14% flash sales generate the highest transaction rates at (Popupsmart)

3 craft an engaging experience

Engaging your customers is an excellent way to create a unique brand experience. Why not try something creative?

Encourage followers to submit photos, videos, or stories related to your brand, and offer prizes for the best submissions. This not only boosts engagement and brand awareness but also provides valuable user-generated content that you can repurpose for future marketing efforts.

Test your audience’s knowledge and understanding of your brand with a fun and interactive quiz. Create questions that dive into your brand’s history, values, or product offerings to deepen engagement and reinforce brand awareness. Whether it’s a trivia challenge or a personality quiz, make sure to tailor the content to resonate with your target audience. By providing an entertaining and informative experience, you can strengthen brand affinity and position your brand as an authority in your industry.

2 Launch a flash sale Plan ahead

Success in the summer requires careful planning and preparation. Take the time to research your target audience’s preferences, behaviors, and tailor your promotions accordingly.

MAstering Multi-touch marketing

The magic of multi-touch lies in merging the traditional with the digital. Direct mail involves sending physical promotional materials to prospects and customers, but when combined with digital touchpoints, it can amplify brand visibility. The goal is knowing what methods are best for your business and adapting your marketing strategy. Multi-touch marketing aims to hit potential customers with marketing messages at various points in the customer journey. This includes when customers are researching a product or service, as well as after they have purchased it. Think about your last purchase, what influenced you to become a customer?

With the availability of multiple marketing channels, customers interact with brands through social media, email, websites, and more. By adopting a multi-touch approach, businesses can ensure they are present and engaged with their target audience at every stage of the journey, maximizing their chances of conversion.

Attribution models serve as a valuable tool, assigning credit to various interactions that result in a qualified lead. Each touchpoint carries a distinct value, which enables businesses to customize the dynamics of their campaign. Within the multi-touch framework, there are four distinct models to evaluate:

Position-Based (U-Shaped): This model emphasizes the initial and final touchpoints, attributing more importance to these pivotal moments

Linear: In this model, all touchpoints are regarded as equal contributors to the campaign’s success

Time Decay: As the name suggests, this model gives greater weight to recent touchpoints and gradually diminishes the importance of earlier interactions

W-Shaped: This approach takes into account the touchpoints at the beginning, middle, and end of the campaign

Consider a scenario where a customer discovers your organization through a Google ad and engages in research on your blog page. In the following days, they receive a direct mail piece featuring a personalized section that prompts them to call the sales department. Ultimately, they navigate your website before finalizing their purchase, resulting in a total of 5 distinct touchpoints. Credit

can be distributed based on the investment in each touchpoint.

It is important to carefully consider and test different models to determine which one works best for your specific business goals. Some businesses may find success with a W-shaped model, while others may see better results with their own custom model. The key is to continually analyze and adjust your strategy based on data.

Sustainable Trends for Direct Mail

Ever wondered if direct mail still packs a punch in today’s digital age? A quick search for “is direct mail still effective” on Google yields thousands of results affirming its continued relevance as a powerful marketing tool. In today’s world, where environmental consciousness is more important than ever, businesses are increasingly looking for ways to reduce their carbon footprint and adopt sustainable practices. Here are actionable steps to look out for on your next campaign:

Sustainable Packaging Solutions: When it comes to packaging for your direct mail materials, try to keep waste to a minimum. Opt for packaging materials that are easily recyclable, like cardboard or paper-based alternatives. Stay away from excessive packaging or materials that can’t be recycled, as they just contribute to landfill waste.

Precision Targeting for Mailing Lists: Focus on creating targeted mailing lists to make sure your direct mail reaches people who are genuinely interested in what you have to offer. By using data analytics and customer insights, you can avoid sending unnecessary mailings and save valuable resources. Targeted mailing lists not only cut down on waste, but they also increase the chances of getting a positive response from recipients.

Nearly

80% of marketing ROI comes from segmented and targeted campaigns. (Info USA)

Integrating Digital Components: Consider using digital inserts, such as QR Codes and landing pages, along with printed materials. QR codes offer recipients instant access to online content or exclusive offers by simply scanning with their smartphones. Similarly, personalized landing pages tailor the online experience based on recipient interests, fostering engagement and response rates. You can also opt for digital tracking options to track the performance of your direct mail campaigns.

By merging digital and direct mail strategies, you can boost response rates by

63% (Third Angle)

Informed Delivery Options: Consider giving recipients the option to receive digital previews of your direct mail content before it hits the door. By opting for Informed Delivery, recipients can view images of their incoming mail on their computer or mobile device, generating anticipation for the personalized mail piece.

60% (USPS) The average open rate of informed delivery is over

Direct mail remains a potent force in today’s digital landscape, offering unique opportunities for businesses to connect with their audience effectively. By employing targeted lists, digital components, and informed delivery options, businesses can enhance the effectiveness of their direct mail campaigns. This allows for impactful connections with the audience while ensuring sustainability and cost-effectiveness.

Direct mail remains a potent force in today’s digital landscape, offering unique opportunities for businesses to connect with their audience effectively. By employing targeted lists, digital components, and informed delivery options, businesses maximize their direct mail effectiveness and minimize waste. This approach combines the power of traditional mail with innovative strategies, ensuring impactful connections with the audience while promoting sustainability.

The key lies in adapting and evolving strategies to maximize your ROI which will minimize waste in return.

At Kessler Creative, we cherish the opportunity to honor the incredible mothers and fathers among our team. Their dedication and resilience serve as an inspiration to us all, reminding us of the importance of family and the values we hold dear. As we celebrate Mother’s and Father’s Day, let us take a moment to express our gratitude to these remarkable individuals who enrich our workplace and lives every day.

To all of Our Mothers

And all of our Fathers

Alexis Anita

Crystal

Kelli Dee

Ellen

Dina

Jennifer

Kim

Katie

Fatima

Jen

Elsa

Darren

John

Jon

Keith

Sam

Mark

Kessler Creative Quarterly Meeting

Kessler Creative enjoyed a beautiful day at the park for our Quarterly Meeting on April 16th, 2024. It was a wonderful evening filled with delicious food, cornhole games, and awards.

Kore Value Awards

PARTNER

DEDICATED

ACCOUNTABILITY

Steven Feck

Brandon Tavares

Amanda Medeiros

Darren Peterson

Fatima Gulamali

Katelyn McInvale

Nancy Kalish

Direct Mail Facts