June 19, 2014

The Future’s Bright, The Future’s OMNI Channel

Romax – The Future is OMNI Channel

Linear marketing and purchasing is rapidly becoming a thing of the past. When customers enter a store today they are usually already informed about products through other channels, such as direct mail or the internet. Additionally, while in store they may be browsing elsewhere simultaneously using mobile apps, checking pricing and reviews online. Today’s customer is more sophisticated and more informed than ever before, and businesses need to match this with sophisticated and informed marketing strategies. Marketing can no longer be split into discrete channels. In our digital age, all channels need to be harmonised to deliver consistent aligned messages. This is OMNI channel marketing.

Where does direct mail fit into all of this? As new marketing channels emerge, others don’t disappear. Instead they work side by side to inform and influence the customer in a multi faceted approach. Digital marketing doesn’t just deliver online purchases, but also sends customers into bricks and mortar locations. Similarly direct mail marketing continues to drive sales, both online and in store, provided the message is relevant and personal. A recent Royal Mail study revealed, perhaps surprisingly, that those most likely to open and read direct mail are in the 18-24 age bracket.

One example of a successful omni channel campaign would be a direct mail leaflet with a QR code. The customer seamlessly moves from offline to online by reading the leaflet then scanning the code to read more via a mobile app. Having been informed, the customer then visits a high street store or restaurant and completes the cycle.

London based marketing services company Romax has many years experience of providing direct mail and print, and more recently cross media services to a large client base including several blue chip organisations. Founder, Robin Sumner describes how things are changing, “Individual marketing channels can no longer function in isolation. Cross media marketing is the way forward, with all channels working as one to deliver a consistent marketing and purchasing experience to the customer.”

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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June 16, 2014

Advertisers Increase ROI with Cross Channel Marketing

Romax Helps Advertisers Increase ROI with Cross Channel Marketing

 

“We have seen that with the deeper penetration of digital campaigns, that direct mail is still seen as a key tenet of advertisers outreach strategy for reaching people”

 

The team at Romax have found that advertisers were keen to get a deeper share of mind, with many reverting back to traditional direct mail and print solutions to personalise messaging amid the constant stream of digital activity clouding messaging online. A well placed direct mail campaign, used as part of a carefully thought out lead nurturing plan, can help bolster customer conversion activities significantly.

Romax’s consultative approach and extensive quality assurance helps ensures that campaigns are designed to deliver on campaign outcomes, provide better sources of sales attribution to advertisers and ensure the highest quality print and fulfilment solutions are selected to help their clients achieve a greater return on investment from campaign spend.

Established in 1997, we have an excellent track record of servicing leading organisations such as the BBC, NHS, and The Economist, amongst many others, including thousands of SME’s delivering superior ROI on the way. Specialising in cross media applications, Romax provide intelligent media solutions across a number of channels including Social Media, Web, Mobile and Print whilst also providing comprehensive data enhancement and creative design across all key vertical sectors, including Retail, where they service notable clients such as Emma Bridgewater, Camelot, and Jones Lang Laselle.

Robin Sumner, Managing Director of Romax, says “we have seen that with the deeper penetration of digital campaigns, that direct mail is still seen as a key tenet of advertisers outreach strategy for reaching people at home. Effectively done it helps advertisers improve customer conversion rates and increase overall life time value campaigns. This is why we are seeing an increase in print campaigns to support cross channel campaigns”.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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June 12, 2014

Advertisers Return to Print Personalisation to Improve Response Rates

“Print, in all its forms, is still an important part of the media mix and we are seeing a trend back to it given the poor performance of some online channels”.

As a marketing communications specialists, we have  core competencies in direct mail, print and personalisation, we have enjoyed considerable success helping our clients deliver innovative personalisation campaigns to increase audience engagement and response.

Brands are increasingly looking at innovative ways to increase audience engagement alongside TV and web activities, and personalised print solutions are making strong return in the media mix.

It is becoming increasingly important for Brands to create an emotional response from recipients, something that print can do if designed and targeted correctly, but paper is the central piece in a campaign that an audience can touch, smell and even have lying around as a reminder to come back too in comparison to digital where messaging is lost in click. With the advances in paper technology  and print solutions the quality of campaigns that can be executed has advanced hugely with smell, texture, weight and transparency all playing a key part in enriching creative design and personalising experiences.

Romax help its clients via its deep experience in print and creative design, and campaign development to help personalise campaigns. The application of paper in the media mix has a key role to play in the experience of the recipient and affecting the desired outcomes.

Wesley Dowding, Business Development Director at Romax, says “ we have seen many brands turning back to print and personalisation campaigns in the search for incremental improvements in customer response, especially with the advent of ever increasing competition in the online environment driving up customer acquisition costs. Print, in all its forms, is still an important part of the media mix and we are seeing a trend back to it given the poor performance of some online channels”.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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June 6, 2014

Practice What You Preach

Direct Mail Marketing is all about the data. Making the very best use of your client database and ensuring that it is used as successfully as possible. Our problem to solve was and will always be  –

“How does a service provider speak to our own clients who themselves are producing direct mail to speak to their clients”?

Surely we need to think in the mind of our clients and try to introduce new concepts and ideas on how to get the most out of data in a clever way using basic techniques and visual clues and images across a variable platform.

Well the above image is one of our recent client communications. What did we do:

  • We analysed our data we have (as most businesses) our core frequent clients, our less frequent clients and potential clients.
  • We have a mixture of industry sectors that we specialise in, Arts, Conference and Exhibition, Not for Profit, NHS and Retail
  • We needed to think about how our clients refer to their ‘Clients’, ‘Customers’ ‘Members’,  ‘Patrons’, ‘Supporters’ etc.
  • We looked at the way we talk to our clients and then thought about how our clients ‘talked’ to their clients.
  • We split the data into account managers for current clients and provided a direct message to those clients from their account manager
  • Potential  and less frequent clients received a different message from our client services team, a male recipient receiving their communication with a friendly female contact, and female clients received their message from a friendly male contact.

Having thought through the data we then worked further on the data to produce different salutations to match images on the front to both get attention and also demonstrate that the data driven greeting is further enhanced with a visual  image stimulus that corresponds to the text greeting.

Within the layered print, there are 10 salutation greetings specific to industry, 8 (excluding the address) variable fields for text, and 6 variable images each of these are driven by the data with a view to ‘talking’ to our clients in a way they are used to both being addressed themselves, but also how they would refer to and talk to their clients in turn.

How long did this take, to complete? Over a 2 week period from initial concept to despatch, the time taken was 3 working days split between other tasks.

We like to Practice What We Preach, and continue to demonstrate to our customers that Data Driven 1-2-1 marketing communication brings results.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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