Priorities Issue 2: Weeding Out For Results

Volume 1- Issue 2

PRIORITIES IN THIS ISSUE:

Weeding Out For Results Little known ways to cultivate direct mail results with minimal investment

PLUS: Three ways to deepen customer relationships without selling Picking the right “dance partners” for your multichannel marketing © iStockphoto.com/allkindza

PRESIDENT’S LETTER

TABLE of CONTENTS

BOOST YOUR MAILING RESULTS! Pages 3-4

STAY IN TOUCH Pages 5-6

PICKING THE RIGHT PARTNERS Pages 7-8, 10

STATISTICS Page 4

Recently, the Indiana Chamber of Commerce reported on a statewide workplace survey. The results showed that the majority of Indiana companies expect to grow. Priority Press is one of those companies, and we are happy to announce that we have broken ground on our new addition.

Our new addition includes a significant expansion in our warehousing and fulfillment division. We have seen tremendous growth in the number of customers who are looking for online ordering solutions tied to print on demand, premiums and promotional items, and inventoried printed collateral. Though the economy is doing well, our clients continue to look for ways to do more with less. Online solutions automate ordering and proofing processes, which increases productivity and drives down costs. We expect this segment of our business to continue to grow in 2015 and beyond.

Everyone at Priority Press is committed to helping our customers reach their goals. As we look to the future, we will continue to invest to build a communications partner who can assist you in multiple ways. If you have any thoughts about future services, I would welcome your input.

Joe Straka

President Priority Press 1

Taking the Next Big Step On May 13th 2015, we broke ground on our new addition. When it’s completed, the 17,000 square feet of space will take us a long way from where we started in 1980. In that year, Jay Straka decided to follow his dream. He took out a second mortgage on his home, bought a small printing press, and leased 2,000 square feet of space in the same location we occupy today.

In 1980, the country elected Ronald Reagan as president. Mount Saint Helens erupted, scorching over 200 acres of land in the state of Washington. Star Wars Episode V: The Empire Strikes Back was released, and Call Me sung by popular group, Blondie, was the number one song. In the business world, 3M introduced Post-It notes, and fax machines represented cuttingedge technology.

From the beginning, Jay believed in serving customers and providing high-quality products. Over the years, he built a team with the same values. The company expanded, eventually occupying the entire 30,000 square foot building where they began. By 1997, they were bursting at the seams and added a 10,000 square foot addition.

As customer needs shifted, Priority invested, adding digital printing, mailing and more. To accommodate new offerings, the plant added another 12,000 square feet in 2006.

Today, Priority Press employs more than 70 skilled and knowledgeable people. Over the past 5 years, sales have doubled, and more space is needed in every department. In particular, we’ve experienced exceptional growth in warehousing and fulfillment services. That can be attributed in part to the success of MyBrandStoreFront.com, Priority’s cloud-based marketing system which simplifies print ordering and inventory management.

When our new addition is completed in the fall, our expanded building will cover more than 69,000 square feet. While we will all take pride in our new facility, everyone at Priority Press knows the real reason we continue to succeed is because of the hard-working people inside the building and the great customers we have who give us the opportunity to show them that Serving You is Our Top Priority.

Priority Press •

888.955.PRINT • www.priority-press.com

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BOOST RESULTS

Boost Your Mailing Results!

Surefire ways to make every direct mail dollar count Did you know that 22% of consumers base their purchase decisions on information they receive in the mail?* That’s great news for marketers. But with increasing pressure on marketing budgets, you still want to make every direct mail dollar count.

Here are three overlooked ways to boost your mailing results and maximize your investment.

1. Address correction According to the U.S. Postal Service, 5% of standard mail is thrown away because it is undeliverable as addressed (UAA). In other words, there is something wrong with the address (misspelled street name, address uses “Road” instead of “Court,” etc.), so it never reaches its destination.

How does this impact you? Let’s say you are using a segmented, personalized mailing to announce a new location. Assuming it is a bestin-class lead generation campaign, according to PODi’s “1:1 Response 3

2. Advanced address correction Rate Report,” it should generate around a 10% response rate. This means that, for every 10,000 pieces mailed, you should be getting 1,000 responses. If 5% of your mailers are UAA, however, you’re only getting 950 responses. That’s 50 responses left on the table! What are those additional 50 responses worth to you?

Running your list through address correction is a simple way to maximize your investment in direct mail.

Did you know that, according to the USPS, 17% of Americans change addresses every year, but only 60% of those changes get filed with the USPS?** In fact, BCC Software has found that only 6% of mailing addresses are successfully updated with National Change of Address (NCOA). NCOA is an important first step in catching movers, but it’s an incomplete solution. Depending on the level of service you order, it may also catch only moves filed within the past 18–48 months.

Think Multiple Channels

© iStockphoto.com/Vladgrin

To get more out of your list, you can run it through private change of address (PCOA) services. PCOA can find moves that are not reported to the USPS and can often correct address changes as far back as 15 years. In fact, additional processing through an advanced resolution or PCOA service can provide 2% more movers. If you’re mailing 10,000 postcards, that’s an additional 200 people you’ll reach. What’s that worth to you?

3. Bad address suppression Sometimes boosting results isn’t just about targeting people who are most likely to respond. It is also about not targeting those who won’t. Suppression services will flag records in your list that are unlikely to respond because they have registered for the DMA’s “do not mail” service, have an address in a prison or extremely low-income area, or are deceased. In a recent analysis of five client mailings, BCC Software saw an average return on investment of 300% for deceased suppression alone.

** “Using Proprietary Change of Address (PCOA) Processing to Enhance Mail Deliverability,” Relevate, (2010).

Article drawn in part from “Finding the 5 Bottom Line Impacting Gems in Your Data,” BCC Software, (2015).

Source: “6 Reasons to Invest in Direct Mail,” Direct Marketing News (2015)

Moving Target

17% of Americans change addresses each year, but only 60% of those changes get filed with the USPS. Source: “UAA Mail Roll-Up” (United States Postal Service, 2014)

© iStockphoto.com/Feverpitched

* “Essential Guide to Direct Mail Marketing: 2015,” Direct Marketing News.

with three channels in 2014.

© iStockphoto.com/fergregory (Rocket); Yenwen (Pencil); ChrisSteer (Return); walrusmail (Target)

Don’t leave money on the table. Talk to us about standard address correction and the private address correction and suppression services available. You work hard to develop your list. Get the most out of it!

38% of marketers ran campaigns

Stay in Touch Create long-term relationships with loyal customers by reaching out after the sale Do you talk to your customers only when you want to sell them something?

If so, consider extending the conversation. Customers are more loyal when they feel that you care about the relationship, not just the bottom line. Here are three ways to keep the conversation going.

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Offer tips and tricks.

Take a tip from your realtor. If GARDENING you’ve continued to TIPS receive postcards even after you’ve purchased a home, it’s not an oversight. It’s part of a growing trend of long-term customer retention that other market verticals can learn from.

Realtors often send postcards every

few months or at the change of seasons. They might offer suggestions for improving the curb appeal of your home, tricks for spring decluttering, or ideas for winterizing your garage.

What does this have to do with home sales? Everything. Fully half of 18- to 24-year-olds still live at home, and at some point, will move out on their own. Young couples expand their families and upgrade to larger homes. People retire, change

REFERRAL

Then there are referrals. At some point, friends, family, and neighbors will be looking for a realtor. When asked how they found their real estate agent, 43% of all buyers and 41% of all sellers said they were referred by a friend, neighbor, or relative (National Association of Realtors). Realtors want to maintain that relationship so you will recommend them.

The real estate vertical is on to something. Are you?

Follow up with declining engagement.

By using simple data mining techniques, you can determine which of your customers are

engaged and reach out to those who are not. This gives you the opportunity to reengage lagging relationships before it’s too late.

Look at the fitness club industry. Gym owners know that if members aren’t regularly attending, they are more likely to cancel their memberships. For this reason, many follow the “21-Day Rule.” If someone doesn’t attend within 21 days, the gym reaches out by direct mail, email, or personal follow-up. Others will follow up after 30 or 60 days of nonactivity.

This is a lesson all marketers should take to heart. Once a pattern of non-engagement becomes entrenched, it’s much harder to change. Fix it before it’s too late.

Priority Press •

Send greetings at critical anniversaries.

Don’t be afraid to say hello. Send personalized notes and postcards at critical anniversaries, such as birthdays or the date someone first becomes a customer. Some companies do this by email, but personalized cards and letters have far more power. There is something more touching about a beautiful personalized message that arrives in a printed envelope than “Happy Birthday!” in an 8-pt. electronic subject line.

Everyone wants to be noticed and cared about, and your customers are no different. Love your customers beyond the HAPPY sale and they will love you back.

BIRTHDAY

888.955.PRINT • www.priority-press.com

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© iStockphoto.com/kamisoka (Background); Londoneye (Man); Yuri_Arcurs (Woman); Martin Wahlborg (Garden); Merzzie (Referral); Catherine Lane (Cupcakes)

jobs, and experience other life changes.

A realtor can have a relationship with an individual, couple, or family over a lifetime.

PICKING THE RIGHT PARTNERS

Šbigstock.com

Take steps toward closing the sale by pairing channels from different marketing categories

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E

verywhere you look, marketers are talking about

multichannel marketing. Direct mail is paired with email. Email is paired with social media. Point of-sale displays are driving SMS responses.

Why the emphasis on so many channels? Because it works. Part of the reason is repeated exposure and reinforcement of the message. Another is that different channels play different roles in moving customers along the sales funnel.

Experian Marketing, for example, places channels in one of three categories: greeter (creating brand awareness), influencer (generating interest), and closer (getting the sale). When each channel plays its role, the marketer closes more sales and gets better results.

According to Experian’s “Digital Marketer Benchmark and Trend Report” (2014), there are clear frontrunners when it comes to the most effective channels in each category. According to respondents to the survey, here are the channels receiving the best results: Continued on page 10

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THANK YOU FOR CONSIDERING SHIRLEY ENGRAVING. WE LOOK FORWARD TO SERVING YOU.

855.955.PRINT | ShirleyEngraving.com

Your world is a busy place, with lots of deadlines and demands.

Handling printing is just one of your many tasks, and that’s why Shirley Engraving is the perfect fit for you.

We’re reliable and responsible, and experts in business and law firm printing. Everyone on our team will willingly go the extra mile — or even two — to ensure you get what you need, because your satisfaction is our number one priority.

C O R P O R AT E S T AT I O N E R Y

 Offset and digital printing  Engraving  Thermography  Specialized finishing including embossing, foil stamping, die- cutting and round-cornering  Warehousing and inventory management

Top channels for creating brand awareness

Top channels for generating interest

Top channels for getting the sale

GREETER

INFLUENCER

CLOSER

• • • • •

• • • • •

• • • • •

Search marketing: 43% Online display ads: 42% Social display ads: 40% Social media (not paid): 38% Print advertising: 37%

Email marketing: 49% Social media (not paid): 44% Online display ads: 35% Print advertising: 33% Social display ads: 33%

Website (e-commerce): 42% Email marketing: 30% Direct mail: 20% Mobile apps: 20% Search marketing: 17%

The study also found that half of global cross-channel marketers surveyed planned to integrate four or more channels into their campaigns in 2014. When you consider the number of stages along the sales funnel and the complementary role that each channel plays, this just makes sense.

Multichannel has become so important, in fact, that it is fundamentally changing marketers’ roles within their companies. Adobe’s “Digital Roadblock” survey, for example, found that 64% of marketers expect their roles within the company to change in the next 12 months. Of these, 73% said this is due to the expanding number of channels and platforms necessary to reach audiences. A similar percentage (71%) said it is due to the need to develop new ways of thinking about audience engagement.

Similarly, an Econsultancy study found that 44% of marketers cited multichannel as an essential skill for marketers.

This follows web analytics (46%), content marketing (50%), mobile marketing and data expertise (51% each), and customer experience (59%).

Multichannel is a foundational part of any marketing program, and smart marketing starts with pairing the right channels in each campaign to achieve your marketing goals.

Your customers live in a

multichannel world.

Do you?

Priority Press •

888.955.PRINT • www.priority-press.com

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<<First>>, Welcome to the latest issue of Priorities.

This newsletter is designed to provide <<Company>> with information that will keep your 1:1 print campaigns cutting edge and profitable.

ABOUT THIS ISSUE PAPER USED 80# Unisource Gloss Cover

EQUIPMENT USED Magnus 800 Image Setter Heidelberg Speedmaster CD 6-40 Coater Extended Delivery Polar 115EM Cutter Stahl Continuous Feed 30” Folder Osako 6 Pocket Stitcher/Trimmer

DESIGN PROGRAMS USED InDesign CC Adobe Illustrator CC Adobe Photoshop CC

FONT FAMILIES USED

AvenirNext Lt Pro Champion HTF Heavyweight Gill Sans Helvetica Family Source: Patrick Donahoe, Postmaster General and U.S. Postal Service (USPS)

Open Your Pocketbook for Direct Mail

12% of marketing budgets, on average are allocated

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