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Volume 2- Issue 1

PRIORITIES

Success Built on Databases

Customization In Action Put Data to Work With Personalization Print Catalogs Make a (Targeted) Comeback

Plus â€Ś Maximize Results with the Best Combination of Marketing Brand Awareness: How Print Ads Top TV The Benefit of Integrating Data Silos ÂŠ Shutterstock.com

Elegance & Prestige that leaves an impression. Since 1920, Shirley Engraving has been the fine printing and stationery printer that clients from across the country turn to when they want to convey elegance and prestige. One of a small handful of engraving companies still in existence today, Shirley Engraving has perfected the old-world craftsmanship processes that distinguished audiences recognize and appreciate. STATIONERY / LETTERHEAD / ENVELOPE / ENCLOSURES / BUSINESS CARDS / THANK YOU NOTES / PRESENTATION FOLDERS / BROCHURES

Serving You Is Our Top Priority

855.955.PRINT ï‚&#x; www.shirleyengraving.com

PRESIDENT’S LETTER

TABLE OF CONTENTS Creative Customization Pages 4-5

Data in Action Pages 6-7

Taking Aim Pages 8-9

Shades of Success Page 10-11

If you’ve ever visited Priority Press, you know we are less than a half mile from the Indianapolis Motor Speedway. This is a momentous year for both the track and our city because it was the 100th running of the Indianapolis 500. The Indy 500 is all about engineering, expertise and speed. Winners must excel in all of these areas. This is a very similar model to that of commercial printing success:

• • •

Engineering projects for quality and performance Expertise in printing, mailing, marketing and customer support Speed to meet our clients’ demands for critical delivery dates

At Priority, our goal is to be a brand communications company that provides thought leadership with advanced executional excellence not only now, but for decades to come. We recognize that in printing, like racing, you can’t coast if you want to win. This is why we made such tremendous investments in 2015. In addition to expanding our facility in 2015, we also brought online a new 40” press and implemented a new, revolutionary HD screening technology. Additionally, we continued to develop our CRM activation technologies and further enhanced our industry leading Priority Marketing Cloud software solution. 2015 was a big year for Priority in expanding the business to better serve you, our valued clients. Largely as a result of our construction project, for the first time in a decade, we did not hold our annual open house in 2015. However, with the construction now done, we were excited to open our house once again and had many of you join us for a fun-filled day on Carb Day. It was good to see those of you who stopped by and I look forward to having many more of you over next year as we continue our tradition.

Joseph Straka President, Priority Group

Priority Press •

888.955.PRINT • www.priority-press.com

CREATIVE CUSTOMIZATION

CREATIVE CUSTOMIZATION Proven Success with the Perfect Blend of Data Customization and targeting are best practices that every marketer should have in their back pockets. That means taking the data you have on your customers and putting it to work. If you need some inspiration, Direct Marketing News recently shared the stories of marketers on the leading edge of segmentation personalization. Here are some highlights that we hope will spark your creativity and get you excited about where your data can take you.

Xanterra Parks & Resorts This diverse hospitality brand had lots of data on its customers, but this data was spread across the organization in more than 100 different systems. By combining its data into a single, unified database and filling in the holes, Xanterra gained insight into as many as 300 new characteristics and attributes for each customer. Thanks to the data integration and upgrade, one of Xanterra’s resorts reported revenue from its marketing emails rising by more than 800%!

this reason, BP has started looking more deeply at frequency and gas type. Then it developed 26 different personas based on the loyalty program participant’s age, income, home ownership, presence of children in the home, and transactional data. By purchasing additional data, BP also gained insights into members’ lifestyles, hobbies, and interests. By combining profitability, demographic, and psychographic data, BP can now target its most profitable customers differently. That’s marketing rocket fuel!

Lifescript

Johnston & Murphy

For this health information website, increasing profitability was all about understanding behavior. To boost reader engagement, Lifescript invested in understanding the behavior of people who interacted with its site. This allowed it to build a deeper understanding of each reader’s health concerns and lifestyle, create predictive models, and boost its YOY on-site advertising revenue by 20%.

The premium footwear and apparel company has a robust segmentation strategy, but its customers tend to stay within product categories. To boost cross-sells, it decided to offer “surprise and delight” incentives to customers who make large purchases. If they purchase more than $1,000 worth of merchandise, they receive a $50 gift card to use toward exploring new categories.

British Petroleum Just because customers have similar demographics and buy the same product doesn’t make them equally profitable. That’s why BP has started taking a closer look at its profitability data. Two customers may fill up their gas tanks at the same time, but one may purchase regular gas once per month and the other may purchase premium once per week. For

For large brands, it’s not a matter of whether they are personalizing. It’s their level of personalization and how well they execute it. We hope these examples provide inspiration and creative mojo for others looking to explore the tremendous possibilities that today’s technology and personalization workflows offer.

Priority Press •

888.955.PRINT • www.priority-press.com

Data in Action Make the Right Move by Personalizing In a new study by Forbes Insights, 64% of brands strongly agree that data-driven marketing is critical in today’s hyper-competitive global economy. But it’s just as critical on the national and local levels, too.

Don’t ignore personalization opportunities in your backyard. Investing in fresh local data offers a new list of potential customers.

If someone is moving from out of state, a host of additional opportunities open up, such as homeowners or auto insurance. If a family has children under the age of five, it might be preschool or private school education. New movers filtered by age of home and household income can be invaluable to renovators, restorers, and window and roofing companies. Data means insight, and insight means sales. For a long time, questions hung in the air about the value of moving to the personalized approach. Couldn’t you just mail more generic offers at a lower cost and get the same revenue? Not anymore. Nearly half—47%—of respondents to the Forbes Insights survey strongly agree that there are a number of tangible benefits being realized from their personalization efforts. One retailer, Super Shoes, recently ramped up its personalization efforts and saw a 6.7% conversion rate from its customized postcards compared to a 2.5% conversion rate from its generic offers. That’s tangible! It’s no wonder that more brands are taking action. When Forbes asked how brands are most likely to act on their data-driven insights, here is what they said:

• Tailor creative development to build messages that resonate with niche audience segments

• Deliver more messages and content to customers in real time

• Evangelize data discoveries to modify business and strategic objectives

• Adjust creative, messaging, and content for in-flight campaigns

• Overhaul marketing spend Personalization is not just a worthy goal. It has become an actionable strategy for print, digital, and multichannel campaigns. What’s your plan of action?

Source: Data Driven and Customer-Centric: Marketers Turning Insights into Impact (Forbes Insights/Turn 2016).

Think about the value of something as simple as a new movers list. If you’re a landscaper, family physician, or dental practice, people who move locally present the opportunity to gain new high-value clients. Families don’t switch doctors and electricity suppliers the way they do pizza places, so once new professional services are chosen, people tend to stick with them. That’s a huge prize for local businesses, but they only have a small window to win it.

TAKING AIM

TAKING AIM PRINT CATALOGS MAKE A (TARGETED) COMEBACK They’re back! Print catalogs are making a comeback. Familiar names like J. C. Penney, Bloomingdales, Nordstrom, and Saks Fifth Avenue that once eliminated their print catalogs are bringing them back in the form of more targeted, specialized versions—and for good reason. Consumers love them.

We see this anecdotally, but we see it in new research as well. In its study “Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth,” InfoTrends found that . . .  6 4% of consumers “regularly” or “almost always” read printed catalogs  74% of consumers like catalogs and consider them useful tools to learn about products  90% of consumers use catalogs to learn and get ideas about things that interest them  Consumers spend an average of 8.1 minutes reading a catalog  62% of consumers who receive catalogs made a purchase within the past three months that was influenced by the catalog.

Priority Press •

888.955.PRINT • www.priority-press.com

It’s not just consumers who love catalogs. Increasingly, marketers, including those who once eliminated print for e-catalogs only, are finding they can’t live without them. In an interview on MSNBC, Paul Trible, cofounder and CEO of Ledbury, a manufacturer of high-end, luxury shirts, noted that customers they acquire via catalog buy 1.5 times more than e-commerce customers they acquire online.

Connecting Information Through Integration

41% of marketers say integrating data silos is the most likely step to have a positive impact on their data marketing programs in the future.

Nordstrom found that customers with a multichannel relationship with the brand spend 4 times as much as those who are online only. In fact, 20% of the website’s firsttime customers place their orders as a result of having received a print catalog in the mail. Not only this, but they spend one and onehalf times more than new shoppers who didn’t. Print-to-mobile technologies like QR Codes are becoming a critical part of the mix as well. According to the InfoTrends study, 23% of consumers who received catalogs with QR Codes have scanned these codes, including 34% of Millennials (those between the ages of 25 to 34), the highest percentage of any age group. Even if you don’t use printed catalogs, the lesson for print is clear. There is something about print, whether direct mail, catalog, or marketing collateral, that compels interaction with the brand in ways that digital alone cannot.

Source: Data Driven and Customer-Centric: Marketers Turning Insights Into Impact (Forbes Insights, 2015)

ESPECIALLY FOR YOU!

25%

of companies see delivery of personalized content as “critical” to their marketing strategies.

Good things come to those who wait.

This article drawn from coverage of InfoTrends’ “WhatTheyThink” study (December 17, 2015).

Source: “Leading with Customer-Focused Content” (Forbes Insights)

SHADES OF SUCCESS

Shades of Success Influence moods with color and boost direct mail results. Did you know that from the moment you walk into a retail store, your experience is highly calibrated? Retailers know that the amount you purchase is influenced by the type and speed of music it is playing, the luxury of the scents it is wafting, and even the level of the floor beneath your feet. (If you step down into the display area, retailers know that you are more likely to buy than if the floor is level.) While you cannot influence the music, the olfactory environment, or the location in which your audience reads your mail, you can affect their mood and inclination to buy based on the colors you use in your layout and design. If you are already segmenting and personalizing your mailers to improve relevance, choosing the right colors can add some extra muscle to your marketing. As you can see from the graphic below, different colors affect the reader’s mood differently. Yellow is bright and cheery. It connotes youth and optimism. Red connotes energy, action, and sense of urgency. It can also suggest rebellion. Blue conveys trust and security. Black connotes power. Understanding this, you can match the colors you use to the message you want to convey. As consumers, yellow makes us happy. Try using it for star bursts, backgrounds, and borders. Red creates urgency and encourages readers to take action. Use it to announce deadlines, clearance sales, and short-term offers. Blue is associated with trust, so it is often used for banks and finance. Did you know that purple is associated with relaxation? That’s why it is used for marketing products related to aging and retirement. Research has also shown that color influences different types of shoppers differently. KISSMetrics, which offers software for online analytics, has found the following correlations:

• Red, black, and royal blue

are associated with impulse shopping. These colors are often used by fast food restaurants, outlet malls, and for clearance sales.

• Navy blue and teal

appeal to shoppers on a budget. They are frequently used by banks and large department stores to promote value but not discounts.

• Pink, sky blue, and rose

are associated with more traditional shopping patterns. They are often used by clothing stores.

So take your personalization to the next step. Integrate color into your targeting and messaging as much as you incorporate demographics and other personalization fields. Start with conventional wisdom about what works and what doesn’t. Conduct A/B testing to refine your understanding into pinpoint accuracy. Then sit back and reap the results!

Priority Press •

888.955.PRINT • www.priority-press.com

COLOR SENSE YELLOW: Optimism, youth, fun RED: Action, urgency, energy, anger, rebellion BLUE: Security, peace, trustworthiness, calm ORANGE: Value, discounts GREEN: Freshness, revitalization PURPLE: Nobility, wealth, relaxation BROWN: Earthiness, honesty, dependability BLACK: Authority, power, luxury WHITE: Lightness

Welcome to the latest issue of Priorities. This newsletter is designed to provide your company with information that will keep your 1:1 print campaigns cutting edge and profitable.

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Learn about creative ideas to make your customer data work for you!

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 30â€? folder Osako 6 pocket stitcher/trimmer

44%

of marketers are using the combination of direct mail, email, and social media to maximize their marketing efforts.

Design Programs Used InDesign CS5 Adobe Illustrator CS5 Adobe Photoshop CS5

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