August 29, 2017

Print Marketing and Millennials

PRINT MARKETING IS HERE TO STAY

“82% of Millennials said they would engage with retail print literature.” Quad Graphics Study.

The digital revolution has profoundly changed the way we do business. Marketing budgets are now pumped into digital ecosystems, which has to lead to a decline in print marketing. However, print marketing hasn’t gone away – we still receive a fair amount of print media in the post, and newspapers are managing to survive. And the fact that print hasn’t been killed off means it still has value still gets results and represents a lucrative opportunity for marketers.

 

Millennials and Print Marketing

There have been concerns that the Millennial market has become so digitally conditioned that it doesn’t respond to or value print anymore. This, however, is fast becoming a myth. Yes it’s true Millennials are the most digitally connected demographic, but research shows they’re actually rather fond of print marketing.

According to a Quad/Graphics study, Millennials respond to direct mail more than email, with 82% saying they would engage with retail print literature. It appears that the tactile nature of print has a more stimulating effect. This is supported by a scientific study from Millward Brown which used fMRI scanning techniques to measure brain activity against exposure to print and digital marketing material. They came to a very interesting conclusion:

 

‘The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.’ 

If that’s anything to go by, then print marketing isn’t just effective – it’s essential. After all, what brand doesn’t want to be remembered? What brand doesn’t want to be connected to its audience in a meaningful way? And what marketer doesn’t want a more motivated audience?

Cross-media campaigns: connecting traditional and digital

Print media represents a great opportunity because the traditional mail market is no longer saturated, meaning your brand and sales messages are more likely to stand out.

And as we’ve seen, because of its physical nature, it’s more likely to have a meaningful impression on the recipient. However, the benefits of the digital revolution shouldn’t be forgotten. An online presence makes it easier for your audience to connect and engage with your brand. Indeed, a recipient can be directed to a website or social media network at the point of receiving the mail. So clever marketers are developing cross-media strategies that use print media to first grab people’s attention, drive them online and then use digital media’s capability to convert, monitor and gather data.

Conclusion

The recent print revival clearly presents opportunities for the industry, but pulling together cross-media campaigns isn’t a skill that can be acquired overnight. ‘Data management and personalised printing are key,’ says Robin Sumner, Managing Director at Romax, a leading-edge direct marketing specialist. ‘We run direct mail campaigns for our clients that have achieved more than 300% ROI.’ This demonstrates the power of direct mail marketing and its ability to boost overall campaign results. Print media is here to stay and should be in every marketer’s toolbox.

 

 

Source: Growth Hacking,  Quad Graphics, In collaboration with the Centre for Experimental Consumer Psychology at Bangor University.

 

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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August 22, 2017

3 ways to measure your direct marketing campaign

Written by Nilda Cerna, Marketing Manager, Romax.

With the recent re-birth of printed communication, launching a direct mail campaign is a must. This statement is not because we’ve producing direct marketing for 20 years, it is because there are studies that confirm that the impact of printed communication increases the overall campaign ROI up to 20%.

But it’s not only about the responses and facts, it’s about the engagement also. A recent survey from Bauer Media US shows that “87 of readers said they found themselves more engaged when reading a print magazine”.  Moreover, print material left a deeper footprint on the brain, involved more emotional processing and produce more brain responses connected to our internal feelings, suggesting we “internalise” adverts, giving them greater resonance.

How can you persuade your Head of Marketing to include a DM campaign? Or your agency client? The answer is: with facts.

Here are 3 ways to measure your direct marketing campaign:

1. Include a measurable way to contact you

Including certain ways for your clients to communicate with you, that you only include in your printed communication, such as a specific link to a landing page that it’s different from other channels: an email or telephone number different to your other campaign so you can measure calls, including a code that your client can mention or use on your website is a good practice also. Using a different code for every type of customer helps you to track the impact in your communication across each data segment.

Using the technology as an ally, include a QR code to redirect to your website quickly.

With these techniques you will have the metrics for website visitors, actions are taken on your landing page, email or telephone calls received, and calculate the conversion rate for your direct mail piece.

2. Control groups

If you are targeting your client database, you can send your print communication to a group of them and compare the response rate of whom haven’t received. You can track a third group who have received both email and mail also.

For a higher Direct Mail result, we recommend including a personalised communication. Sending the same communication template but changing text or image depending on your client’s profile or purchase behaviours; such as past purchase or personal income. The data management gives your database socio-demographic profile and helps to reduce the printing cost.

3. Create a unique offer

Digital marketers are used to developing exclusive online campaigns, such as launching a new product that so that it sells on the website only, why you don’t incorporate this philosophy into direct marketing. Creating a unique offer that your customers can receive only by the printed communication will give you the exact response to the piece that you have sent. You can re-launch a product, sell a group of products or services or offer a discount.

If you would like to include the direct mail in your campaign, you can create a particular offer to recipients via the letter or postcard, why not add a free shipment for those quoting a specific code mentioned on the DM?

In both, you can track the response to the number of enquiries received or products sold, the amount of the purchase.

Considerations

Direct mail has a collateral impact on your brand. At a time when online channels are losing credibility thanks to “fake” news, printing is playing a vital role giving brands the “trust” factor. Consider the qualitative ways to measure your direct marketing campaign and their impact in the long-term.

Reference: PrintPower Magazine, Spring 2017.

Romax 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.

August 16, 2017

Personalising Direct Mail to Increase ROI

Written by Charlie Browning, Print & Data Manager at Romax Marketing & Distribution.

 

When clients come to Romax they always ask “How can I get a better ROI on the marketing I am already doing?”, Our response is – Personalisation, relevancy and segmentation.  This doesn’t mean just adding a name and an address with one message – everyone’s doing that. What it does mean, is adding intelligent segmentation that drives dynamic and targeting marketing messages which makes your communication much more personal and relevant to each recipient. Smart personalisation like this will always gain a much better ROI than just one blanket message to all your customers.

emma_bridgewater
Personalised postal card (Text and image).

I will go through a fictional campaign with examples on how to use segmentation to personalise a mailing which I think will help you achieve a greater response.

Why personalise my direct mail?

Reasons to do so:

  • What gives better response rates
  • The Campaign Background

A small fictional company (let’s call them Travel Co.) are fairly established in their market place, a few high street stores, have 2 market offerings – higher and lower value holidays. Travel Co. are trying to market a new sale on Summer Holidays to existing and prospective clients.

There are around 30 different holiday deals detailed in a small sales brochure that they have already produced for distribution in their stores. As an additional medium, they have decided to use them in this direct mail campaign. The deals have a range of target audiences each having their own clear target markets.

Data – The first and most crucial step when personalising direct mail

When thinking about personalisation I always start with 3 questions;

1. What data do I have on my customers? 

2. What information can I obtain?

3. How can I use this information to better target relevant messages to my customers?

From the answers from one and two, we can then create different groups of customers to which we can direct more relevant and effective communications.

In this instance Travel Co. only has names and address. Taking advantage of our Free Audit Service we can enhance the data using advanced profiling techniques. In this illustration, I would use personal income and life stage. All of which amazingly from just a name and address could provide. Thus answering question one and two.

To answer three, we can then create groups in the data, tailoring the communication to each. Travel Co. is then targeting their customers in a much better way than a generic communication to all. Targeting gives a much higher response rate!

Creating two broad groups using personal income, those likely to want higher or lower value holidays. To break both down further we can use the life stage results to put all the customers into the target markets of the various holiday deals.

For example (and I apologise now for any offence, I’m not a travel expert and just using awful stereotypes):

  • The young singles on lower incomes matched to booze cruises.
  • Young higher incomes to short city breaks.
  • Older retirees to longer less “action-packed” tours.
  • Families matched to a range of family-friendly villas.

Remember for direct marketing data is king, there can’t be any personalisation without it!

 

But what about the personalisation you’re talking about?

With the target markets and deals matched with data let’s get to the design!

We can create cleverly personalised artwork to go with the static brochure enclosed in a clear polythene outer (to show off the brochure deals and catchy artwork). 3 separate holiday offers could be given to each customer depending on which target market they fit into. To make these offers stand out, add a picture of the destination and the highlighted best price.

Make sure the rest of the artwork stays relevant to current customers or prospects by changing the marketing message. A way to make the brand personal is to add a picture of the customers local office manager with name and contact details, for an older audience, this could be a nice personal differentiator from online brands.

How else could I personalise a mailing?

A fantastic example of adding true 1:1 personalisation to a campaign is one that we re-produced over a few campaigns for Emma Bridgewater. Did I mention this improved their Direct Marketing by 25%. Now as they were launching hand painted mugs with a bespoke name, we suggested personalising the mug on the front cover of the catalogue to each recipient. Other campaigns included just a postcard with the mug personalised.

emma
Personalised catalogue cover with client’s name.

Another example is to give different marketing collateral to each of your recipients. This means for each segment of data inserting a targeted brochure, keeping costs down as well as increasing overall. If recipients are receiving targeted collateral they will be far more likely to respond. Read more about how we did this as well as many other enhancements for MetFriendly here:

A few final tips on what not to do:

Now your minds are running wild with ideas here are a few tips and words of warning.

Try not to show how much data you have on the individual unless it is relevant to the campaign. Many consumers are wary of companies that hold too much information and makes them think of “big brother” in George Orwell’s 1984.

Relevancy is king in the case of personalisation, there is no point adding it if it doesn’t add any value to the campaign. E.g. personalise a number plate if your selling peanut butter. Being subtle really helps if it definitely adds to the campaign.

Conclusion

So, looking back at our example we have successfully segmented and profiled our data from only a name and address, this allows us to create much more relevant and directly targeted marketing messages. Using personalisation in intelligent ways we can hugely increase response rates, which will likely either lead to sales or enquiries. Remember you are usually limited to what data you hold and how you understand your clients, so this is the first step to creating ideas.

 

 

 

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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August 8, 2017

Irritation Sells – Our Top 8 Most Annoying TV Adverts

The blog post was written by Malc Saunders, Document Setting & Print Operative at Romax Marketing & Distribution.

 

Irritation Sells – Annoying TV Adverts

It’s startling that something so annoying can be so effective. In today’s age where billions are spent on marketing and advertising, we are in an era where something that irritates the life out of you, is, in fact, the way forward in advertising today.

We have all sat and gritted our teeth, left the room, stuck our fingers in our ears or all of the above, when we hear something like:

  • Go Compare!!!
  • Webuyanycar
  • Compare the market
  • Muller (rice rice baby)
  • Cillit Bang (Hi! I’m Barry Scott!!!)

And much more ANNOYING adverts like these!!!

But the most annoying thing is how simple the concepts of these advertising campaigns are. As mentioned above – billions are spent masterminding the next amazing advertising campaign, with special effects, amazing locations, and even celebrities……but what ends up sticking in your head more than any advert out there?

  • A guy dressed as an opera singer, with a ridiculous moustache signing the words ‘GO COMPARE!’
  • Meercat puppets rhyming ‘meercat’ with ‘market’.
  • Another bad puppet – polar bear singing a bad parody of a popular 80’s hit by Vanilla Ice!
  • An average guy, telling you his name (Who cares?!) and just telling you exactly what the product does!

 

“But annoying advertising campaigns aren’t a new thing, I hear (the older of) you cry!!”

No, certainly not, here are a few examples of the cream of TV sales pitches, that stuck in your mind, not for the product, but for the character/story content:

1971: PG Tips ‘Mr Shifter’

The PG Tips chimps were loved by the viewing public and helped make the tea brand one of the UK’s most popular. Here the gang attempt to shift a piano down some stairs.

1973: The Smash Martians

The metallic Smash characters, as is often the case with extra-terrestrials, found Earthling’s habit of boiling and mashing potatoes hilarious. They went on to laugh their way through a series of ads.

1977 Brut

British sporting heroes Henry Cooper and Kevin Keegan agree, after a punishing 1977 gym workout, that ‘Nothing beats the great smell of Brut’. The jury is still out.

 

 

1980 The Milk Tray Man

Time was when sporting a dark roll-neck sweater would see a man serenaded with a burst of the Milk Tray theme and follow-up snigger. Our on-screen hero ran, jumped and secretly delivered chocolates to countless bedrooms from 1968 until 2003.

1980 Shake and Vac

“Do the Shake and Vac, and put the freshness back”, sung by a dancing housewife as she vacuums her living room, insanely irritating, but you still remember this song 30 years later – don’t you?

1983: J.R. Hartley – Yellow Pages

There cannot be many people out there who will admit to getting a bit emotional over a Yellow Pages advert – can there?

1985 Levi’s 501

Still capable of rendering ladies of a certain age hot under the collar, Nick Kamen stripping down to pristine boxers accompanied by the sultry sounds of Marvin Gaye singing Heard it on the Grapevine stands the test of time.

1991 Tango Slap

The first in an increasingly bizarre series of advertisements for the orange fizzy drink – with the characters left in no doubt as to whether they have been ‘Tango’d’.

So, does irritation work?

Does going down the ‘irritating campaign’ road work? Nick Hall, head of marketing at British financial services company Go Compare, gives his theory: “When you create a campaign with a sonic trigger – a jingle that gets into your head – you develop a love/hate relationship with your audience. The important thing is to increase recall, cut through and stand out.” (1)

So, it may be a love/hate relationship, but it’s a relationship – a bond – a connection. Which is what advertising is all about isn’t it?

But according to Dr Haiming Hang, associate professor of marketing at the University of Bath, using annoying jingles to create a memorable ad is a dangerous strategy.

“Advertisers assume brand awareness is the key to make consumers purchase,” he said. “However, recent research clearly suggests advertising makes a stronger emotional and behavioural impact when consumers are paying less conscious attention to them.”

There are strong arguments for creating an annoying ad when it ensures that consumers will remember a new brand or product. Boots’ “Here come the girls”, in at number 9 in the top 10 annoying adverts from the last 15 years (See below), reportedly generated a surge in sales of beauty products and gift sets.

But could the irritating advert soon become a thing of the past?

Up until now, when watching the TV, you haven’t had much choice but to watch these adverts, you’re waiting for Corrie to come back on, or the 2nd half of the match to start. Rather than mess about channel hopping for the next 5 minutes, you grit your teeth and sit it out, and these campaigns slowly sink into your brain.

But now technology has gifted us with ‘on demand’ or ‘catch-up’ TV. And also we can record programmes too (I love it when people still say ‘tape’ a programme!) Thus giving us the option to fast forward through ALL of the adverts – hooray!!!

Surfing the internet is an area where it’s difficult to force irritability upon people, we get pop-ups which we quickly close unless of course, we chose to view them, and for a lot of people, surfing the internet is for a number of reasons, done in silence: The sneaky email check at work/whilst commuting/at home in a room with many others not really wanting to hear the garbage you are viewing! Therefore the irritating advert method doesn’t quite work on the internet.

And of course, good old Direct Mail. Mail shouldn’t irritate you if it is targeted correctly. If the mail is not targeted correctly it will rightly end up straight in the bin after just one glance. Mail is a powerful communication medium when used properly. Not only does it get your message straight into the hands of your customers, but it can also deliver a sample or a coupon – incentive to buy. When you send magazines or catalogues, they are often kept for future reference; in fact, 18% of direct mail is kept to look at again even after the call to action has been taken.

One thing is for sure…

Whether the irritating advert has had its day, or it somehow manages to find a way of conquering advertising on the internet, I bet I know what site you will go to when you renew that insurance policy, or need to unblock that drain!!!

References:  Matchandesign, Telegraph, RoyalMail.

 

 

 

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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August 1, 2017

Mailmark Replaces CBC Mail Services – from 1st January 2018

Mailmark Postal Services the Only Option from January 2018

As your trusted Mailing House partner we would like to notify you of Royal Mail’ s confirmed withdrawal from access 70 CBC with effect from 1st January 2018.

Their intention to withdraw from this services was first announced in 2015 to allow additional time for companies to deploy the Mailmark barcode software. Romax was one of the first mailing houses authorised to produce Mailmark fully supported by DST (Down Stream Access) Suppliers.

After 31 December 2017 Romax will only provide Mailmark Services this is the cheapest form of postal service available and replaces the old CBC services. Should clients wish to continue with CBC then the following costs would apply to these services:

  • items declared as Access 70 CBC, we will charge for them at Access 70 prices
  • items declared as Access OCR and they contain a CBC barcode, your items must adhere to the OCR clear zones.

If you have any questions on how this announcement may affect you, please contact us for guidance.

 

webinar-save-money-direct-mail

Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy. 

Contact us, either by phone +44 (0) 20 8293 8550, email hello@romax.co.uk, or filling the form: