February 25, 2016

Data Can Make or Break Your Marketing Campaign

Your marketing data is constantly evolving and changing.

Without an in-depth overview of how clean and accurate your lists are. The socio-geographic make up. The individual’s Spending Power. Their Status along with other Big Data insights, you simply cannot make a genuinely strategic marketing decision.

Data Cleansing

According to Office of National Statistics (ONS) Over 500,000 people pass-away every year. 4 million people move house. Customer data deteriorates rapidly. In fact, if you fail to maintain it, you will find that much of it is useless within three years.

Data should be the starting block for all marketing campaigns

So to assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your main income generating resource actually is. You should check and analyse your databases thoroughly before you even start the design process.

Data Cleansing for Business

Stretch your budget further! Only mail to those who will respond, use these savings from a reduction in mailing volume to increase the impact of your mailing pack. The last thing you want is bags of returned mail that need both managing and have cost you money to produce!

Have your data analysed by a reputable company that is ISO 27001 Data Management and Security accredited. A FREE Data Audit* will assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your database actually is!

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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February 22, 2016

Logo Design the use of Colour in your Brand

The use of colour in your brand is a big decision, what to remember when designing a logo:

The use of colour in your brand creates a great deal of thought and discussion.

Recommendations range from:

  • Use colours near to each other on the colour wheel (e.g. for a “warm” palette, use red, orange, and yellow hues).
  • Don’t use colours that are so bright that they are hard on the eyes.

As well as a good use of colour in your brand, the logo must also look good in black and white, grayscale, and two colours so that wherever the logo is to be used in mono print, web, colour print or mobile it is always recognisable to your clients

Breaking the rules sometimes is okay; just make sure you have a good reason to!

K.I.S.S. (Keep it Simple, Stupid)

The simpler the logo, the more recognisable it will be.

Scalability:

A logo is not effective if it loses too much definition when scaled down for letterheads, envelopes, and small promotional items. The logo also has to look good when used for larger formats, such as posters, billboards, and electronic formats such as TV and the Web.

12 essential rules to follow in logo design

Even if you are on an absolute budget you should still print a brand/logo/message in mono for additional impact on your marketing print.

Using the colour in your brand for maximum marketing impact


Colour printed envelopes are 9 times more likely to be opened than envelopes that are not
. If your direct mail outer packaging contains No message, No brand and No colour this equals a missed opportunity.

 

ZSL Colour Envelope
ZSL London Zoo Colour Envelope

 

How does your brand compare on the Colour Emotion Guide

Direct Marketing Romax = Blue = “Trust, Dependable, Strength”

Our Managing Director’s favourite colour is yellow according to the colour emotion guide (and him!) this reflects Optimism, Clarity and Warmth, so should we have a yellow logo? On the same guide, Blue denotes Solid and Dependable, demonstrating ‘Strength of Character’, so the brand would reflect that too? We should therefore have a happy (yellow) and a dependable (blue) logo. But what if our clients hate yellow and despise blue?  What to do?

The key here is that your brand is something that becomes known over time and as long as the logo is easily recognisable and that the message and ethics that the business promotes are reflected in the brand by regularly promoting them and positioning the brand at every opportunity, and every marketing message, this will become engrained in the positive psyche of your clients and potential market.

Our clients that make great use of this to improve their marketing message:

Vulcan Envelope

Vulcan  – Charity

 

 

 

 

 

Marlowe Colour EnvelopeMarlowe Theatre – Arts Venue

 

 

 

 

 

Demelza Colour EnvelopeDemelza – Charity

 

 

 

 

 

So much time is spent designing your logo to reflect your brand, it would be foolish to not include it at every opportunity, to reinforce your organisation’s marketing message, so get your brand recognised. Or you can raise the design contest and choose a logo that suits the best for your business description.

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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February 17, 2016

Client Services in Print and Direct Mail

A view from Client Services in Print and Direct Mail

Being the head of client services in print and direct mail marketing, I have to help our teams manage vital marketing for our clients, under tight deadlines within a pressured environment – all part of a day’s work.

By Charlene Plows, Head of Client Services

How many times do you call customer services and not receive the answers you need? More annoyingly you may get a less than helpful representative on the end of phone hiding behind a corporate wall. They may not actually say those immortal words – “computer says no”, but the implication is the same!   You may have to leave a voicemail (nobody likes leaving a voicemail), or hope that when you are told you will receive a call back – you will!

At Romax we aim to rewrite the rules. We believe very strongly that client service comes first. We have a ban on voicemail and you will always be answered by a knowledgeable member of our team. We offer a genuine ‘open door’ policy. Inviting clients to visit us to discuss their projects, oversee their projects and watch their jobs being printed, fulfilled and despatched. When we say a job is despatching – it is.

There are many do’s and do not’s to ensure that our clients are happy.  In my opinion, the key to successful client services is not only to understand your needs but to view the process from the client view point. Understanding the pressures, deadlines and complications that you as a client face on a daily basis means that we can provide services that focus on meeting those needs.

Being responsive, proactive, honest and polite, means that we are already halfway there.

Previously, I have written about the ILM Level 5 Degree that my colleagues and I achieved. My ILM Degree Journey Charlene Plows Romax. Always having a clear opinion that people should be treated respectfully and politely, my training helped me to further understand different learning styles. After completing a few different exercises, I realised that the world wasn’t full of Charlene’s and therefore I needed to adapt the way I handled situations. Ensuring that we see the individual. This has helped me develop the client services team at Romax to listen to the client, empathise and look for a solution rather than creating a problem.

Being a successful business and despite our desire to always want to help, Romax cannot always meet every request made of us. There isn’t a complete guide book on client services in print and direct mail and how keep your clients happy 100% of the time. However, with a little patience, empathy and common sense we meet and exceed our client expectations. We would not be a success without clients – this we never forget.

 

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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February 2, 2016

Technology Past and Present

The March of Technology from the 1980’s to Today

by Malcolm Saunders, Pre-Press Team Romax

80s – BUZZ BUZZ BUZZ!!! Goes the old analogue alarm clock I used to have, as an apprentice off to work in the 80s, shocking, brash and waking up the whole house…….

Today – compared to the relaxing ambient soothing alarm clock sounds most of us have on our phones today, I know what I prefer!

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80s – Downstairs for Breakfast, at the table, listening to the radio…….reading the newspaper…..having conversations with the rest of the family (No morning TV then!).

Today – In the sitting room eating breakfast off my lap watching TV, from a choice of hundreds of channels, whilst checking social media and news on my phone….

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80s – Out the door and off to work…..’how are the trains today?’ Not a clue, I’ll find out when I get to the station! Pull on my earphones and press play on my Sony Walkman, Beastie Boys cassette to ease me through the journey.

Today – Out the door and off to work – my train is delayed, I know, I have checked on my phone! On the train and flick through the free newspaper. Beats earphones on and chose from 7000 tracks, decisions decisions…….

 

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80s – Arrived at work, do my parents know? No, they just assume I made it there OK!

Today – Arrive at work, text the wife to let her know I’m here safe and sound whilst grumbling about late trains!

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pc-80

80s – Stand at my lightbox, scalpel, ruler and eyeglass in hands, ready to start a day of final film planning (lithography – the print trade). At lunch, ask to use the boss’s phone to call my girlfriend, he’s in a good mood – thanks!

Sit at my desk, switch on my computer, and do what required 4 different staff back in the 80s. Whilst keeping in touch via email and text, with friends and family from all around the world, with the tap of a finger and thumb.

 

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80s – Hometime – Hop onto the train, buy the Evening Standard, continue listening to the Beastie Boys on my Sony Walkman, though they are starting to sound like Barry White?! Great, the batteries are running out, will have to charge them up this evening!!!

Today – Facetime my wife to let her know I’m on my way home, have a lovely chat with our 3 year old Son, and she warns me of train delays using the travel app technology. Put my music on shuffle for the journey home – that can have some nice surprises………Pink Floyd followed by The Arctic Monkeys?! How random!

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Technology today

Marketing Schedule80s – Home – Telephone my friend to see what’s going on tonight, he’s out, so I ask his Mum to call me when he gets back in.

Dinnertime and we are all sat around the table, chatting and discussing our days, and what’s on TV tonight. After washing up we all sit down in the living room and watch TV, with a massive 5 channels to choose from!

Bedtime and time to settle down with a book………..goodnight!

 

Today – Back home, and time for some quality time with my Son, playing, and watching funny dogs and cats clips on Youtube. Then off to bed for him with a story or two read to him….

Then time for a run, I text my friend to join me but he shares his location, at his local pub, oh well, a run on my own it is. Off I run listening to more shuffled music (Guns and Roses v Johnny Cash). Whilst my Running App measures every step I take, every elevation during the run, and speed too amongst many other readings.

Dinner when I get in whilst I watch live news coverage through cable TV, with the teenagers all in their bedrooms with their mobile devices and dirty cups and plates. I facetime my Brother in Australia, then it’s time for bed, and time to settle down with a book………..goodnight!

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This has very briefly touched on the massive changes in our everyday lives, I sometimes cannot understand how we all used to get by with the lack of technology as covered above, but I sometimes long for the closer family times, the irony being that social media has made a lot of us pretty unsociable!

Another point to note is some things do not change, the comfort of reading a newspaper first thing in the morning, and the reading of a book at night too. This highlights that although technology is running away, print still stands strong in our lives, and will, I think, for a very long time.

 

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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