June 23, 2015

How data management systems can help omni channel campaigns

How data management systems can help multi channel campaigns

The rapid take up of new devices by consumers creates both a headache and a huge opportunity for companies seeking to market their products. The opportunity is that it has never been more possible to reach potential customers no matter where they are or what kind of media they are choosing to consume. The headache is that to effectively communicate with these customers, it is necessary to pull together data from across several different channels and organise it to give an idea of the information they require.

ONLY 1 in 4 Organisations can link data across marketing channels effectively.

Surveys suggest that as few as one in four companies are able to link together data from different channels to create a complete picture of the potential buyers of their products and services. This is a challenge for any company, but for those who are trying to break into a new market the need to improve their data management approach is something that they could well do without. An effective marketing partner with experience in data management can be of enormous value in these case, such as a UK-based multimedia marketing company with extensive knowledge of data management, that can help any company to get on top of the data management requirements to maximise return on marketing investment in an omnichannel environment.

What are the Benefits?

The benefits of effective data management will be seen across every channel used to communicate with potential customers by an increase in client engagement and ROI. It shouldn’t be seen solely as an approach for the new digital media. Traditional printed communications will be improved as well by the fact that you will have a better idea of what to send out and when. Romax have extensive experience in providing print on demand and direct mail marketing that can respond to the needs of customers. With our new data management techniques we can automatically update and print catalogues, thereby ensuring that customers are always given the very latest product information.

Data Management

In order to manage data effectively, Romax can use the data outputs from industry leading software including but not limited to Hybris Product Content Management and Agility Multichannel. Forrester Research have described the Hybris software as a Leader in the product information management field due to its “unique” tightly integrated PIM/ecommerce approach.  These master data management systems draw data in from various sources, combine them and automatically publish them to downstream channels. By using systems such as this, Romax are able to ensure that potential customers can use the rich information to enable more effective print and OMNI channel messaging and campaigns, improving end user conversion into purchase decisions.

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 19, 2015

The increasing role Direct Mail plays in cross channel campaigns

The increasing role Direct Mail plays in cross channel campaigns

 

Cross channel campaigns are increasingly being used to great effect by companies, but one traditional marketing tactic is not being left behind. While a lot of industry experts wondered if the rise of mobile and social media marketing might spell the end for direct mail (DM), this has not been the case at all. As the ultimate goal of a cross channel campaign is to find the right way to reach a consumer with a target message, DM still has a prominent role to play. Despite the proliferation of the internet not everyone is online, and DM is still the preferred contact method by companies for a lot of members of the public. There are numerous advantages to direct mail marketing that other strands of the industry simply cannot match, and for that reason it is unlikely DM is going to go away anytime soon.

How DM fits into cross channel campaigns

 

While social media and mobile marketing might be great ways to reach certain types of consumer, especially younger members of the public, DM still has plenty of unique benefits. The internet is a fantastic tool for collecting information, but as omni-channel campaigns have to reach potential customers in their preferred method, Direct Mail is still a great choice of tactic. DM marketing drives still achieve something few other types of campaign can, by putting a message directly into the hands of consumers. Studies have shown that people are much more likely to buy a product or service online after they have received a piece of DM marketing in their post. Companies simply cannot afford to ignore the part DM marketing still has to play in cross channel campaigns.

The future of Direct Mail marketing

 

Despite regular proclamations that print is dead, or at least well on the way to being dead, the thriving DM marketing industry is a clear sign that this is simply untrue. In fact, one of the reasons regularly used as an argument for print’s irrelevance is that young people do not engage with it, but this could not be further from the truth. As younger people do not tend to receive a lot of post, a piece of direct mail marketing can capture their attention in a way that mobile and social media marketing – which they tend to be bombarded with all the time – simply cannot. However, DM marketing campaigns must work harder than ever to be relevant, eye-catching and with a powerful message if they are going to be effective in the 21st century. For this reason Romax have made considerable technology investments over the last couple of years to ensure we can meet the different and growing range of customer demands.

 

 

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 17, 2015

Marketing Agencies Direct Mail Partner

Marketing Agencies: Have you considered a Direct Mail Partner?

Marketing partnerships can be an incredibly valuable method for businesses to extend their reach to wider audiences, and benefit from leveraging more resources for bigger, better campaigns. For agencies in particular, partnering with the right company can be especially fruitful since it gives access to broader range of skills and capabilities in order to better fulfil your client’s requirements. Direct mail partners can be incredibly useful for agencies who want to have a host of mail marketing solutions on hand. It allows you to increase the service breadth by leveraging a range of print services to help clients reach a wide range of customers via direct mail.

On demand print to appeal to a wider audience

 

At Romax, we provide direct mail capabilities that could greatly benefit agencies both in the UK and around the world. Our on demand print services enable rapid production and delivery of promotional literature in small quantities. On demand print does exactly what it’s name suggests; prints can be ordered as and when they’re needed in order to reduce the need for long-term planning and make campaigns a reality incredibly quickly. For agencies who work with clients with fast-moving campaigns, the direct print services here at Romax can be a very valuable asset to fulfil every demand of the client. Furthermore, with these capabilities on hand an agency can attract a wider range of new clients and grow business faster with less risk and upfront investment.

Local expertise for international agencies

Romax Local UK Marketing

The UK has one of the largest economies in the world and is a fantastic market for international companies to export sales to. As a UK based company, we at Romax can help agencies to get valuable insights into this market and create successful campaigns for clients who want to expand their reach to the UK. Once again, this a valuable selling point which could put an agency above the rest due to its connections with UK based direct mail experts. If you’re a UK or international agency looking for marketing partnerships, consider our direct mail services at Romax. We offer flexibility in our services with on demand printing, and we can work closely with you to maximise the impact of every campaign you work on. A partnership with us could extend your reach to a wider audience and enable you to offer better expertise to your client base. For more details or advice on a partnership with Romax, please don’t hesitate to contact us today; we look forward to a long and successful partnership.

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 15, 2015

Two Sides launches European fact sheets

Two Sides launches European fact sheets to combat environmental misconceptions of print and paper

 

Print and paper is a highly sustainable form of communication in today’s digital society. Despite this, there are still misconceptions that it is wasteful, detrimental to the environment and responsible for deforestation. More worrying is the misunderstanding that digital communication is more environmentally friendly, which is not always the case.

To address these misconceptions, and to better inform and educate consumers, businesses and the public at large, ‘Two Sides’, a global initiative to promote the sustainability and attractiveness of print and paper, has published a series of 11 fact sheets to address a wide array of environmental and social issues. The comprehensive fact sheets cover the most common areas of misunderstanding, ranging from the real environmental impact of electronic communication, to the sustainability of paper-based printed products, as well as tackling the important role that print and paper plays in literacy and learning.

“In recent years the paper and print industries have taken significant steps in managing their environmental impacts”, explains Martyn Eustace, Managing Director of Two Sides. “Over the last 20 years forests in Europe have grown by 42 million acres – an area twice the size of Portugal – and the European paper recycling rate is at an all-time-high of 72%. Our role is to educate consumers and businesses that print and paper is a remarkable and sustainable means of communication. It is also important not to forget that alternative digital communications have environmental impacts too.”

A full list of the fact sheets are detailed below;

  • Electronic communication
  • “Go Green-Go Paperless” messages are misleading
  • Harvesting trees through sustainable forestry
  • Paper is one of the few truly sustainable products
  • Paper is one of the most recycled products
  • Paper production supports sustainable forest management
  • Paper’s carbon footprint is not as high as you think
  • Print and paper play a key role in learning and literacy
  • The paper industry uses a lot of renewable energy
  • Why challenge anti-paper environmental marketing claims?
  • Wood-based paper and non-wood based paper

The full series of fact sheets are available to download free of charge at twosides.info/Fact-Sheets 

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, 2015

Retailers – Is High Street Shopping Dead?

Do you think High Street Shopping is Dead?

75% of all purchases are still made on the high street. It remains the home of retail purchasing, so why not invest in Retail Marketing?

In a recent article published in Marketing Week, figures suggest that almost 25% of all commerce is online. That is quite a big number, but it also shows that despite all the hype, three-quarters of all spending is still done through physical outlets, which gives some of us marketing oldies a bit of reassurance.

Send them GOOD STUFF to incentivise their return.

A recent retailer promotions survey by Rapid Campaign called ‘The Brands we Love v the Brands we Buy’, details how 60% of adults change their shopping habits based on the receipt of promotions. Whether you have a purely online retail presence, solely retail outlet or a combination of both, there are clear advantages gained by driving the client to their nearest retail outlet or online. Clever data usage and the right supplier can use your clients’ purchase data information, to target a marketing campaign that drives business to your client’s nearest geographical store, or online dependent on the location of the client and/or their purchase history.

Marketscan recently published a report that shocks but unfortunately does not surprise us. The report suggested that despite the widespread acknowledgement of the importance of data analysis in a modern, focused marketing campaign, that 70% of marketers admitted that they were not getting the most out of their data, 50% said they used data sometimes and 13% said they relied on experience rather than data! Nothing compares with experience, but surely it is vital to use the experience you have to challenge your own beliefs and above all use all the tools available at your disposal to ascertain the best campaign approach, then use all your experience and available data to make the best decision.

 

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 10, 2015

What does your direct mail say about your brand?

What does your direct mail say about your brand?

 

Poor branding can hurt in more ways than one. How do you stand out from the herd?

Every business strives to create a brand that connects with their audience and results in leads and sales. However, each facet of marketing should be handled differently, and there isn’t a one size fits all approach that works online and in print. Have you ever wondered what your outgoing mail says about your brand? Do you know how to speak to customers in the most effective way when creating direct mail campaigns?

First impressions count

Direct mail is a wonderful marketing tool; in many ways, it’s more intimate and immediate than email, search engine marketing and advertising since potential customers have information about your brand, products and services right at their fingertips. However, it can be tough to make your brand stand out. In reality, you only have a few seconds of a person’s attention as they quickly scan your promotional literature before deciding if it offers them anything of value. If it’s unclear what your brand is and what it does, your leaflet or flyer could end up in the bin in moments.

Are you getting the right message across?

With direct mail, particularly when it comes to small flyers and leaflets, you have limited space to place your message, so it needs to be concise and incredibly compelling. What is it that you want someone to do after reading your literature? Is it to visit your website? Complete a form for more information? Call you? It’s incredibly important to craft this message carefully and give readers a very good reason to spend their time contacting you or researching further information. It can be tricky to do this successfully, particularly for startup companies or businesses outside the UK who are trying to penetrate the UK market. Unsuccessful campaigns are a learning curve, but they can be very expensive and often you do not get a second chance to launch a new product effectively.

Get Some Help!

 

Having access to direct mail expertise in the UK could significantly help you to create compelling, successful campaigns that lead to concrete leads and sales. At Romax, we have a huge amount of expert knowledge on direct mail; we’ve made all the mistakes in the past and learned from them so you don’t have to! Not only that, but we have fantastic local knowledge of the UK market and can help you to craft strong messages and portray your brand in the most effective way to make your campaigns successful, time and time again. By working in partnership with us, you can tap into the lucrative UK market and expand your brand to an enormous array of new customers. For more information or advice please don’t hesitate to get in touch; let’s discuss your business goals and help to make them a reality.

 

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 8, 2015

11 reasons to increase your Summer marketing activity

11 reasons to increase your Summer marketing activity

In business to consumer (B2C) marketing, the users of your services have more time to absorb your message when not at work surely? But are they at home? Does that matter?

According to an article in the Telegraph published in February 2015, the staycation is an increasingly favoured event these days. Visit England reported that between 2008 and 2013, there was an increase in people staying within the UK (within reasonable driving distance of their permanent residence) by 16%. In 2013, there were 29.6 million one to three day ‘holidays’ taken in the UK. 2014 was quoted by Travelodge’s Chief executive, Peter Gowers, as being the “year of the staycation”. 2016 sees little change with the UK forecast to experience increased home-based holiday makers.

What does this mean in a marketing context?

Holiday periods are historically a period when marketing volumes just drop off the scale but is this sensible?  Given the changes in an individual’s holiday plans surely now is the time to consider a fresh look at ‘holiday period’ marketing. Parents are at home for between 4 and 10 weeks during the summer vacation alone. If you are marketing seasonal items, clothing or any catalogue driven item for example, then mailing in the summer months is a huge advantage: Stephen Thomas details here the success his clients experienced from their summer marketing activity.

1 – Historically a quiet time for printers and the marketing services industry, so they will be more inclined to provide favourable pricing.

2 – Land dates for direct mail can be ‘postponed/delayed’ by distribution companies, so that you ‘mail’ the items up to 1 month in advance but they are not released until a pre-agreed date.

3 – A landing date that bucks the trend of your competitors or historical market, may create an uptake, as the ‘available offers’ are fewer.

4 – The preconception that people do not respond, as they are ‘not there’ is statistically an increasingly a misconception.

5 – Even Christmas shopping is now spread out over the year more and more with people spreading the cost out. If the only time you made an effort with those you loved was once a year, you would likely be alone at Christmas. So why then do brands and retailers disproportionately show the love at Christmas and then revert to the “same old” for the rest of the year? Read more

6 – Recipients have more time to absorb your message and make purchase decisions, when relaxed and away from work.

7 – Royal Mail often offer a discounted mail service through the month of July Watch out for this.

8 – A cross media campaign can be sent out over the summer as a teaser to a mail piece created to land at the end of the summer holidays.

9 – Avoid the seasonal crush – don’t be constricted by the current retail trend around Christmas, Valentines, Halloween etc.

10 – Promote your ‘Summer Sizzling Sale’ to off load the surplus Summer season stock.

11 – We think that people are more creative in the Summer, particularly in the evenings. Avoid SAD (Seasonal Affective Disorder) Winter time ‘blues’ affects 1:20 people so summer time will see people more engaged.

If consumers are overseas or on a short staycation, then it is now time to use email marketing in conjunction with a mail piece in a cross media campaign. What does the typical consumer with a smart phone now do when they are sitting in the pub garden waiting for their drinks? Check their phone, check their emails. When is a consumer most likely to absorb your brand message, but during their relaxed state of mind, whilst their partner gets the drinks, or whilst the kids are busy in the park and their carer sits on the sidelines with one eye on the kids and one eye on the screen.

So when it goes quiet in the marketing office or any office, that can only mean one thing – the consumer audience is where it should be – at home – or near home – waiting for your marketing piece to arrive. The marketing year should not be seen as quite so seasonal any more. Isn’t it time you tested a new approach. Wouldn’t it be great to get ahead of the game?

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 5, 2015

What did you say? Colour Envelopes With Full Variable Print?

Yes That’s Right: Colour Envelopes With Full Variable Print!

Recent technology improvements have lead to the development of a litho quality, variable colour print capability for overprinting envelopes for direct mail campaigns, so that a unique message, image as well as the recipient’s delivery details can be printed directly onto plain stock.

Short Run Envelope Print

What does this mean for Direct Marketing Experts?

Colour short run envelope over print is in itself, an area that buyers of direct marketing increasingly require. The improvement in database marketing, management and improved data targeting means that getting a clear and pertinent message to your customer is now an expectation. The best approach to direct mail is that of highly targeted marketing campaigns that pin-point more closely those customers that should be receiving a particular message and placing that message front of mind using the client’s preferred medium or mediums to do so. The development of this envelope technology now means there are even fewer limitations to a great marketing campaign

Selling your car? Want a Personalised Registration Number?

Car Sales

Motor retailers Toyota, for example, can now up sell cars, servicing plans or insurance services on the envelope as well as the content to the named person, using the car’s colour, make and model to gain the attention of the recipient from the minute it lands on the door mat.

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 4, 2015

London Mailing House Tour a Success as Romax Can Organise a ‘Drinking Session’ in a Brewery!

London Mailing House Tour a Success

Couldn’t organise the proverbial ‘P*** Up’ in a brewery, couldn’t be further from the truth for Romax, as we host members of the South East Board for a tour of the Romax Facilities followed by a tour of the local Meantime Brewery in Greenwich.

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As a digital manufacturing and digital print and mailing house in London, Romax operates from a well provisioned print facility providing direct mail print, mail fulfilment and direct mail, so as a manufacturing plant with an array of hi tech and industrial machinery, it is always fascinating to experience other manufacturing processes – particularly those with such ‘flavourable’ outcomes!

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Meantime offer a very interesting tour and the beer is pretty good too! Our guests from the BPIF Board all commented on the event as being a great success. Direct Mail is used by many retailers to promote their brand to consumers and the success it provides as a return in investment from marketing spend, particularly when utilised as part of an OMNI channel or Multi Channel Marketing campaign is recognised as the best.

20150528_171313 Meantime Brewery

For more information about Romax a London Mailing House, please email: hello@romax.co.uk