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Is it still ok to think outside the box?

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If I recall correctly, we retired the phrase “think outside the box” a few years ago. And rightly so. It was a tired cliché, and its use rarely led to a win-win situation that allowed us the opportunity to wrap our head around it to continue the paradigm shift. So I won’t go there.

Recently, a couple of marketing projects afforded us to avoid that cliché completely, and more importantly, allow us to think inside the box!

The JamBox

A financial services client is a firm believer in highly targeted, direct marketing campaigns. Often, the typical approach involves a message to individuals who desire to increase their wealth. But in this campaign, the idea arose that it might be better to target those individuals who have already accumulated wealth, but have concerns about their ability to pass it along to their heirs. In an uncertain economy, these individuals need assurances that the fruits of their hard work will be preserved. Hmm….how do we convey the message of preserving fruits..hmmm…think about it…ah ha – Preserves!

So we found a supplier of Arkansas-preserves, BlackBerry Jam to be specific, and mailed them to these targeted individuals. It was a very soft sell, we didn’t want to spread it on too thick.

Nothing is certain in life or direct marketing, but we feel pretty confident that this JamBox will get opened, and will receive a second look. We be jammin’.

Fore!

Corporate golf outings remain popular events. Finding a way to get the most out of your sponsorship often times yields results that are sub-par. Our client knew they wanted to furnish top quality golf balls for this event, but if you are like me, those branding moments never seem to last beyond the 5th or 6th hole. We suggested this time that they think ON the box. We replaced the traditional golf ball sleeve with a customized, branded version that featured the flagship product. Now, every time the golfer reached for a ball, they couldn’t help but notice the sponsor. And our guess is, due to the uniqueness of these non-traditional “goody bag” items, they may have spent more time admiring them than their partner’s golf shot.

Did this approach work?

Here is what our client tells us:

Golf balls and boxes were a HIT! We will definitely do that again – one customer saw the picture of the motor on the box and approached our salesman to make an appointment to visit w/him about switching to our motors…

It sounds like that mulligan we purchased won’t be necessary.

If you are feeling a little boxed in with your direct marketing efforts, give us a call. We can help, and the cliche’s are optional!

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Paul Strack, CustomXM

@pstrack

How Do They Do That?

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I’ve always been a fan of magic.  Houdini, David Copperfield (the magician, not the book), Criss Angel (sort of) – the art of the illusion has always fascinated me. And if you are like me, a very good magic trick doesn’t always have to “wow” you, but it does need to leave you wondering – how do they do that? And once you figure it out, it’s like “oh yeah, why didn’t I think of that?”

Our upcoming Lunch & Learn on Wednesday, July 25th will showcase a little bit of magic as well.  The ABCs of Marketing Magic Made Simple, presented by Paul Schaller, may not mesmerize you with smoke and mirrors, but my guess it will still certainly have a “wow” effect.

Paul is the president of ABC Financial Services in Sherwood, AR. Over the past 20 years, he has guided ABC through the evolution of targeted, one-to-one marketing by implementing customized solutions to secure, enrich and maintain client relationships. This leadership magic has made ABC Financial the country’s largest provider of financial and marketing services for the health club industry.

In the spirit of full disclosure, I do point out that ABC Financial Services has been a client of ours since about 1998.  While our partnership has enabled ABC to take advantage of the one-to-one marketing technology, it has been the dynamic vision of Paul Schaller to make marketing magic when it comes to growing customer relationships.  I invite you to come hear more next Wednesday as Paul shares his magic.

You can register now at IntegratingMedia.com.

I look forward to seeing you there.

 

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Paul Strack, CustomXM

@pstrack

Toyota Manufacturer Recalls Open Source Use of QR codes

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In what is likely to cause an overwhelming groan among marketers and technologically savvy consumers (and cheers among designers and IT staff ), QR code inventor, Denso Wave has issued a cease and desist order to all users of this open source tool.  Invented by the Toyota subsidiary Denso Wave in 1994 to track vehicles during the manufacturing process, this two dimensional bar code has been hailed as the savior of print, marketing budgets, and the ever-dwindling use of online commerce.

Speaking through a translator, Denso Wave President and Chief Executive Officer Mitsuhiko Masegi, expressed regret in taking this unprecedented legal action, stating, “I regret taking this unprecedented legal action.”  Masegi went on further to explain, “The QR (Quick Response) code was originally designed to improve productivity for manufacturers.  We wanted to offer this tool as a way of helping businesses focus on streamlining their operations.  Sadly, however, it seems people use it just to focus on their smartphones.”

Masegi noted increasing trends in the insulting use of variations of the code name itself into everyday pop culture.  “The bastardization of this worldwide brand is totally out of control. Last week I read where Prince, who once, as the artist formerly known as Prince had an extremely poor experience using a symbol to convey a message, had re-released his hit single, Let’s Go Qrazy!  And even one of my favorite American Country cross-over artists, Lionel Ritchie, has somehow re-created a new smash hit with the late Patsy Cline in a duet titled, Qrazy for You! In my honest opinion, this is just a bunch of Qrap!  Uh, I mean crap!”

Masegi commented that most Americans don’t fully appreciate that value of QR Codes.  He pointed to a recent study that claimed QR codes were dead in part because only 21.5% of American college students were able to recognize a QR code.  Masegi responded, “That’s still higher than the percentage of American college students that can  actually read. ‘Nuff said.”

Further evidence of corporate QR code misconduct can be found in names of entities and services providing guidance on this now obsolete code.  QReateandTrack, BeQRious, TrakQR are just a few of those domain names that will have to consider their response to this cease and desist action.

Citing what he called egregious usage flaws and borderline usage stupidity, Masegi relayed these most offensive trends he has witnessed –

  • Codes placed along posters and turnstiles in subway stations, where there is no connectivity.
  • Codes placed on billboards located on interstate highways.  Many of these are PSA type billboards encouraging drivers NOT to text and drive.
  • Codes tattooed on the lower back of college coeds. So low in fact that you really can’t get a good scan unless they are in beach attire, in a very skimpy bikini.
  • Edible QR codes.

In reference to the last offense, an obviously agitated Masegi noted, “Who in their sane mind would eat a QR code?  Even with liberal amounts of good saki, that makes no sense to me.”  Masegi offered the photo below as proof of the ongoing  insanity. 

Ironically, Masegi  pointed out that when one scanned the original QR cupcakes above, on what are now popularly referred to as QRupcakes,  the end user simply received the message, “Bite Me.” 

And apparently, that is what triggered the current legal action.

 

Happy April 1st, 2012!

QR Code is registered trademark of DENSO WAVE INCORPORATED.

 

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Paul Strack, CustomXM

@pstrack

Marketing, Networking & BBQ!

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One of my favorite aspects of small business ownership is the flexibility to be able to do things out of the norm, away from the daily routine, while hopefully bringing value to clients and prospects.  Our quarterly Lunch & Learns are a perfect example of this.  Over the past two years, we have had the opportunity to explore the latest in marketing trends from social media to location and mobile marketing and all things in between.  We’ve received great feedback from our attendees, and have tried to tailor our programs to help meet their needs.  And of key importance for me, we’ve had fun doing it.

Being a borderline “ham”, I always enjoy the role as a presenter.  On other occasions when we bring in guest experts, I find equal pleasure in playing host to our many guests.  Next Thursday, March 29, I have the pleasure of welcoming back to Little Rock my favorite Bostonian, John Foley, Jr.  John was with us just last June, but so much has changed in these past 9 months that we’ve asked him to come back for an encore presentation.  He will be presenting his “State of the Union” of social media and mobile marketing.  Here are just of a few of the challenges and questions he will be addressing:

  • Are the social and mobile channels actually working for marketing efforts?
  • Are customers and prospect benefitting from all the available mobile interaction?
  • Are businesses actually improving revenue by spending more money in these areas?

You may be familiar with some of the topics, and some may be completely new to you.  Either way, I guarantee an informative, entertaining 90 minutes chock full of marketing takeaways.  Throw in a catered lunch, it is the best $10 business value in town.

If you are not familiar with John, or want to hear a little more information, take a look at this video:

So if you are involved in marketing, or enjoy new trends and technology, or are looking for a networking opportunity and a great lunch, please join us on March 29th.

Register here:  http://IntegratingMedia.com

I look forward to seeing you next Thursday.

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Paul Strack, CustomXM

@pstrack

Marketing, Networking & BBQ!

/0 Comments/in /by

One of my favorite aspects of small business ownership is the flexibility to be able to do things out of the norm, away from the daily routine, while hopefully bringing value to clients and prospects.  Our quarterly Lunch & Learns are a perfect example of this.  Over the past two years, we have had the opportunity to explore the latest in marketing trends from social media to location and mobile marketing and all things in between.  We’ve received great feedback from our attendees, and have tried to tailor our programs to help meet their needs.  And of key importance for me, we’ve had fun doing it.

Being a borderline “ham”, I always enjoy the role as a presenter.  On other occasions when we bring in guest experts, I find equal pleasure in playing host to our many guests.  Next Thursday, March 29, I have the pleasure of welcoming back to Little Rock my favorite Bostonian, John Foley, Jr.  John was with us just last June, but so much has changed in these past 9 months that we’ve asked him to come back for an encore presentation.  He will be presenting his “State of the Union” of social media and mobile marketing.  Here are just of a few of the challenges and questions he will be addressing:

  • Are the social and mobile channels actually working for marketing efforts?
  • Are customers and prospect benefitting from all the available mobile interaction?
  • Are businesses actually improving revenue by spending more money in these areas?

You may be familiar with some of the topics, and some may be completely new to you.  Either way, I guarantee an informative, entertaining 90 minutes chock full of marketing takeaways.  Throw in a catered lunch, it is the best $10 business value in town.

If you are not familiar with John, or want to hear a little more information, take a look at this video:

So if you are involved in marketing, or enjoy new trends and technology, or are looking for a networking opportunity and a great lunch, please join us on March 29th.

Register here:  http://IntegratingMedia.com

I look forward to seeing you next Thursday.

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Paul Strack, CustomXM

@pstrack

Hot Dog Marketing

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While we always try to have informative and engaging speakers for our quarterly Lunch & Learns, we certainly received a bonus in the local celebrity of Hot Dog Mike (@hotdog_mike). In continuing with our theme of True Confessions – Real Life Stories of Marketers in the Digital Age, Mike had the daunting task of addressing our fourth marketing point – Something Blue.

No, he was not going to talk to attendees about anything that was particularly depressing.  Instead, he was going to share his experiences using social media (Facebook  and Twitter) to promote and grow his business. How is this something blue?  You see, both Facebook and Twitter icons are blue in color.

Any good marketer knows that one of the first rules of engagement is Know Thy Audience.  In other words, who fits your demographic  profile?  When posed with that question, interestingly enough, Hot Dog Mike responded, “My demographic is shockingly, everybody.”  Man, woman, child.  Politicians, lawyers, musicians, student, librarian, police officer.  You name it, they (we) all gotta eat, right?

So how and why did he use social media to engage with this vast demographic audience?  Surprisingly, in the beginning, Mike wasn’t a big fan of social media.  But he did realize that in order to promote his product (in other words, he needed to market), he had to use a mechanism to help spread the word about what he was all about. And social media tools fit that need. 

Takeaway point – communicate your message using the tools that your target audience prefers to use.

Mike also realized that social media was an excellent tool to use for listening to his prospects, and his potential audience. And because it is a conversation, a dialogue, Mike used this tool to engage with his audience. 

Takeaway point – A successful marketer must use available channels to engage, interact, and react with his or her audience.

After establishing his internet presence using Facebook and Twitter, Mike began using these tools in a manner that fit his personality.  Yes, he is certainly about food, but he is also about his community, and he was looking for ways to incorporate ways to use his food truck to give back to the community. Again, his engagement with his audience allowed him to achieve these objectives.  Mike explains “my brand is me,” so all things related to social marketing are handled by Mike himself.  That way he is certain that it has his look, his voice, his feel.

Takeaway point – In matters of social media marketing, be yourself. Be transparent.  People generally prefer to engage with a person as opposed to a brand.

So there you have it, marketers in today’s digital age continue to use Something Old (direct mail), Something New (QR codes, pURLS), Something Borrowed (communications) and Something Blue (social media) in a variety of ways to ensure their success.  Cross media and multi-channel marketing tools provide for more effective ways to help you Market Smarter.

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Paul Strack, CustomXM

@pstrack

True Confessions – Something new for Better Beginnings

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Continuing our recap of True Confessions exposed during our Lunch & Learn held September 29th, it’s time to hear about Something New.  And how appropriate it was for to hear from that sharp, young up-and-comer from  The Communications Group, Jason Brown (@JBrown935). Jason spoke to the audience on how Something New – QR codes, personalized URLs (pURLs) and microsites helped his client educate childcare providers about the resources now available from  the Arkansas Department of Human Services (DHS).

DHS was participating in the Arkansas Early Childhood Association Conference. Their goal was to introduce “Better Beginnings,” the new Quality Rating Improvement System for childcare providers.

Jason explained that his client desired a campaign that would:

  • Drive conference attendees to the DHS booth for the purpose of introducing the new childcare rating system
  • Assist in educating attendees about online resources that are available to assist them in meeting Federal Standards for childcare providers
  • Gather valuable data about attendees’ knowledge and awareness of the new regulations through a list of survey questions.

Takeaway point:  Before embarking on any marketing campaign, clearly identify its objectives.

To help achieve these objectives, 900 cards were distributed to all attendees. These cards included both a QR code and a unique URL that encouraged respondents to visit a microsite to learn more about the DHS program. An additional option of taking the card to the trade show booth was offered as well.

Takeaway point: Always include multiple response mechanisms to make it convenient for your target audience to respond.

To encourage participation on the online survey, a prize was offered to all who completed the survey and redeemed the resulting coupon at the tradeshow booth.  All participants who entered received a note pad and were included in a drawing for one of four iPod shuffles. The response was quite overwhelming – over 280 people completed the survey and visited the DHS booth during the tradeshow.

Takeaway point: People like to get stuff – no matter how small.  Give people an incentive to respond to your call for action.  And then reward them for doing so.

Jason explained that not only was this campaign successful based upon the objectives outlined above, it proved valuable for obtaining additional information that will be used in future educational outreaches to childcare providers.

So, as True Confessions in the marketing world continue to evolve, don’t be afraid to try something new.

Next up, Hot Dog Mike shows his success with Something Blue.

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Paul Strack, CustomXM

@pstrack

True Confessions – That Dinosaur will Hunt

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We recently hosted our quarterly Lunch & Learn, and as always, the speakers and topics provided a cornucopia of marketing morsels.  Titled True Confessions – Real Life Stories of Marketers in the Digital Age, it actually turned out to be more of a something old, something new, something borrowed & something blue– type event.

All in attendance seemed to be in agreement that marketing communications – the art of telling a story, promoting a product – is certainly an activity that is borrowed.  It’s nothing new really.  It’s just that now, there are so many more techniques available that allow us to be more effective in how we do it.

Brian Bush of Stephens Inc. opened the presentations with the discussion of something old.  And no, it had nothing to do with Brian himself.  Brian told the story of how Direct Mail, that dinosaur of direct marketing, is leading to success with his target market.  Here are some of the nuggets he shared:

  • Because of its strong brand awareness, Stephens has never really felt the need for a direct marketing campaign.  So this direct mail approach was certainly a new endeavor.
  • Along these same lines, because of the Stephens brand and image, Brian said that many investors believed that they did not possess the wealth necessary to be worthy of being a Stephens’ client.  Takeaway point: There is often a disconnect between how you perceive your brand, and how prospects perceive your brand.
  • Brian also shared that the first approach to the carefully selected database was a direct mail campaign that drive respondents to landing pages (pURL campaign).  While it did have some success, more respondents preferred to contact Brian via phone or email, rather than online. Takeaway point: Know your audience and learn how they prefer to communicate.  Today’s marketing tools allow you to do that quite effectively.
  • Because of the lack of response to the actual PURL campaign, that particular response mechanism was eliminated in future mailings.  Takeaway point: Measure your results, not only to repeat methods that are successful, but to eliminate those that are not.
  • Finally, Brian touched briefly on the design aspect of the marketing pieces.  While a flashy, engaging, even humorous approach was briefly considered, it was decided to use a more corporate conservative approach.  In today’s volatile stock market environment, an even-keeled, serious tone is more effective.

Or, to put it another way, Greg Henderson (@jgreghenderson), summarized this takeaway point best with a tweet:  Old rich guys do not like color on their mail.

So while some may consider direct mail to be a dinosaur of available marketing channels, for Brian Bush and Stephens Inc., it still is causing folks to take notice, and react.  And that is what good marketing does.

Up next in our True Confession series, we will learn how Jason Brown (@jbrown935) of The Communications Group used something new to attract attendees to its client’s trade show booth.

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Paul Strack, CustomXM

@pstrack

How do I get folks to open the envelope?

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While discussing a subscription renewal appeal for the Arkansas Repertory Theatre, the Rep’s Director of Marketing, our good friend Angel Galloway (@angelmg) asked, “How do I get folks to open the envelope?” 

After getting over the excitement that Angel still considers direct mail a viable marketing channel. (Trust me, it is!), here are some of the tips we offered, as well as a few others: 

  • Make the piece relevant to the recipients. It the message is designed specifically for the recipients, it is more likely to be read.
  • Variable data helps make the message more relevant.  Using the information (database) you already know about your recipients, your message can be individually tailored to them.
  • The offer inside is king! In creating a highly effective direct mail campaign, your offer is 40% of the battle, the database is 40%, and the creative is 20%.
  • Focus on the offer, not necessarily the brand.  Respect the brand, but don’t make it the overriding element of a direct mail campaign.
  • Remember, the campaign is not about you, it’s about your recipient. Talk to them, keeping in mind the things they want to hear. 
  • Instead of “spray & pray”, target your audience and your message.  Don’t try to be too many things to too many people.  Main Street, USA is still where most of us live.
  • Try “lumpy” mail.  Include something in the envelope that creates an “I wonder what’s inside” feeling. (a pen, a keychain, etc.)
  • Make the offer obvious .  Make it evident what your recipient is supposed to do.
  • Color graphics capture attention and improve response rates. With improved digital printing technology, you can affordably add color and variable data printing to envelopes as well.
  • Where practical, include free samples – let your target audience give it a shot.  Let sampling campaigns prove the power of your product.  (In a recent USPS survey, 82% said they would try a product after receiving a sample)
  • Regardless of the channels used, be sure to incorporate ways  to track response rates – Business Reply, offer codes, QR codes, PURLS, specific 800 numbers, etc.

As consumers continued to be bombarded by email and more and more online advertising, now, more than ever, may create a situation where direct mail is more likely to be noticed.  Mail volume has decreased, this in turn may create more opportunity for your message to get noticed by this marketing channel. 

Want to try full color, targeted envelopes to see how it improves your open rates? Enter our Bucket O’ Swag Facebook giveaway to get 50 free prints along with other items. Or if you are ready take advantage of our 2 for 1 special going on right now.

What direct mail success techniques would you like to share?  We’d love to hear from you.

Paul Strack is the president of CustomXM. Paul has become a leader in the print industry for his integration of social marketing into the company’s overall marketing strategy.

How the iPad Changes the Print Industry

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Now we enter the week after the big iPad announcement. There have been tons of talk about how the iPad will revolutionize the book and newspaper industry, but what does it do for the other side of print?

Here are 3 ways I think the iPad will change the print marketing industry for the better.

Accessibility for small business: I’ve worked in small and larger business. In marketing print large business has one key advantage, you can print the thing out, show it around, and get a feel for what the final product will look like. In small businesses you are typically running desktop quality printers that can’t even print clip art right much less high quality graphics.

The iPad is geared at reproducing print quality, which is why they are pitching books and magazines. The iPad gives you a chance to create an ad or a marketing piece, look at it on your iPad for a closer match than your desktop monitor or printer, move it over to your boss if needed for approval, and email it to the printer, all from the same device.

Move from print to web: I talked recently about how QR codes help move people from print to web. While the iPad does not have a camera for QR codes (a camera does not fit the iPad business model) it does provide one more easy to use device that can move people from print to web.

The iPad offers a much better keyboard (overcomes the lack of camera) and can enable an even better web experience than an iPhone.

Personalization: With HTML5 support, large touch screen, and potentially more (with iPhone OS 4) the possibilities are really limitless with how you can personalize your marketing experience to the customer.

Imagine they get a direct mail, go to their URL on their iPad, and suddenly they can be immersed in a full interactive experience.

Above all don’t believe the negative press the iPad is getting, remember the same things were said about this little worthless gadget called the iPod. The iPad has the opportunity to revolutionize all forms of print. Building it into your print marketing model has the potential to put you ahead in the changing marketing landscape.

Greg Henderson is marketing and social media professional with 8 years marketing and online experience. Greg has worked with several companies focusing on integrating online and offline marketing.