May 17, 2017

Marketing to Millennials – Don’t miss the ‘un’obvious

Written by Robin Sumner, Managing Director at Romax Marketing & Distribution.

Marketing to Millennials – Romax Marketing

In our drive to find the best way of marketing to millennials and gain the attention of those individuals who make up that market, we often miss the obvious, that is to say, the route we take is the polar opposite of what works best.

Who or what is a Millennial?

Millennials are a group of people who by 2020, will have a cumulative spending power of $1.4 trillion. They are individuals reaching adulthood in the early 21st century – generally cited as being born between 1979 and 2000.

Fashion repeats itself 

In the 1980’s (that’s a period before the internet by the way), tight jeans were just the coolest thing!
In the 2010’s tight jeans are back – tight jeans with rips now there’s a novel idea I bet they never thought of that in the 1980’s

Yes – Fashion repeats itself – so what
Imagine this: an audience that is more perceptible to a ‘new’ style of marketing, if fashion repeats itself and the audience has not experienced it before, it is ‘new, novel and cool’ to them.

Why not take this theory and apply it to marketing?

If a Millennial, a digital media native, so used to electronic communication, perhaps so much so that they let it wash over them were to receive a piece of relevant print, sent to them in the post with decent images and content that allowed them to then, go online and order/purchase or comment about it using the available technology to full advantage.

Now wouldn’t that be a new and innovative thing?
Yes, trends repeat, so get ahead of the curve now. Lead the way and start reusing a media that produces the highest levels of brand trust and enhancement exceeding electronic marketing. Re-start using mail marketing, printed and posted to real people proven to be more likely to respond – to what to them is new media – who will tweet and emoji all about it.

Who says this will work?
It may seem counter-intuitive to target this tech-savvy millennial generation so used to electronic communication with a tangible, print-based offer, but let’s think again, perhaps that is just the way to target to such a market.
Remember fashion repeats itself and the next new best thing is often just a modern twist on an old theme.


But, nobody sends mail anymore and the mail market is reducing I hear you cry……
Ahh hold on – Have we just had an epiphany? Has the light bulb now lit up? Yes, a market that is not saturated. Where your message may well just stand out.

The junk mail expression may well have been associated with printed DM in days gone by but the junk mail term now clearly applies itself to the electronic marketing market rather than the direct mail market.

There is MASSIVE OPPORTUNITY for your brand to stand out creating a reaction to your physical mail piece landing on the doorstep of your next prospective customer.

How do we create a direct mail campaign that will produce a physical mailing?
There may be a lost art on how to create a successful direct mailer, perhaps the secret lies in the Lost Arc of the Covenant  (see Raiders of the Lost Arc – another 80’s success!!), but there are ‘Oldies’ out there who may have the secret and just maybe you could add a modern twist.

Go on, see what you can do.

Resources: Do Millennials Read Direct Mail? The Answer May Surprise You – Quantum Postcards, USPS and Royal Mail’s research. Why does data decay so fast? MyCustomer 

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, or filling the form:

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.


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: +44 (0) 20 8293 8550

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January 20, 2016

Finishing – Don’t fall at the final hurdle!

Finishing – Don’t fall at the final hurdle!


Being in the print industry, I genuinely love print; the feel, the look (not so much the smell) and the enthusiasm I feel when seeing the final product. So much energy and time is spent by marketing professionals, designers and the printers themselves to produce the finest printed product, it is a real shame when having done so much that a piece of print is although good quality, does not give of added WOW!

This bug bear of mine, is seeing a beautifully printed item that is let down by the poor quality of the finish.

In my opinion, the finishing of the product is just as or more important than the printing.

What options are there for finishing?

There are so many techniques to enhance your print. They will all  make a positive impact and leave the recipient recognising the quality that relates to your brand.

I have listed a few below:


  • Innovative folding types, Cross fold, concertina fold, roll fold, not just a standard fold.
  • Glue dots or glue seals to seal down a one piece mailer.
  • Matt lamination, gloss lamination, UV varnish, embossing, foiling.
  • Die cutting, this is the ‘shape punching’ to trim out unique shapes.
  • Perfect binding (square Edge) stitching ( centre stapling), wiro-banding.

When creating a concept of a printed piece, the final look, feel and finish should be vital.

Investment in technology now means more options are readily available at competitive costs. Many finishing techniques can now be managed in-house with quicker turnarounds than in past.

Branding is key to any organisation, without it you lose your identity and simply disappear into the back ground.

So please, next time you are discussing / designing your next piece of print, research all print finishing techniques available and add a little glitz!


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: +44 (0) 20 8293 8550

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May 18, 2015

High Impact Marketing for Events Marketing

Events Marketing needs a wow factor, how do you make the event memorable as well as keep the communication and momentum of the event front of mind with your potential buyers? What you need is a tangible keepsake of the event that showcases the key products and services on offer.

An event photo book or marketing piece is the ideal way to continue to communicate at a high level to chief decision makers. Don’t think that this type of product marketing comes ‘cheap’ it doesn’t, but when you have a high value product that needs quality printed marketing collateral to ensure brand recognition, then a hard back lay flat events marketing piece could be just what your product deserves.

Adding value especially for high worth potential clients attending a product launch or event, is something else that you should consider. Client related content, figures, products and event related images, can be captured and then used to make a personalised marketing piece that will win over your prospective clients.


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: +44 (0) 20 8293 8550

Contact Us