Archive for the ‘Personalization’ Category

E-Tailing Personalization Survey Sheds Light on Print

Wednesday, July 23rd, 2014

If you want to know how your customers and prospects expect to be marketed to (what they set as their norms), look at retailing. To this end, the study “Personalization Comes of Age: 2014 Retailing and Consumer Insights” from the e-tailing group, is very enlightening.

According to the study, the top seven things on marketers’ “to do” lists are as follows:

  1. Mobile (including tablet)
  2. Marketing
  3. Personalization
  4.  Omni-channel
  5. Platform
  6. Conversion Optimization
  7. Analytics, Reporting, Big Data

So personalization comes in behind mobile and marketing. This isn’t any surprise since most of us expect (or even rely) on personalized product recommendations when we shop online. What may be a surprise is that retailers have actually quantified the reasons why.

Nearly one-quarter (23%) of retailers responding to the survey see a 11% cumulative lift using personalization. This is up from only 19% of retailers giving this answer one year ago.  More retailers are also seeing greater value in longer-term lifecycle personalization, up from 15% one year ago.

These are encouraging numbers. While there will be differences in retail that do not exist in print (such as focus on online activities such as shopping cart abandonment and real-time personalization online), people are still people. Done right, personalization isn’t going to be effective online and not in print. People’s internal wiring doesn’t work that way.

Personalization still has to be done right, but the increase in the percentage of retailers who see benefits from personalization, including long-term lifecycle personalization, suggests that as they get better at it, the benefits increase, too. Jumps in the numbers from 2013 -to 2014 mean that retailers are getting better at it — and your clients can too.

If retailers are improving their personalization efforts and reaping the benefits, your customers can do the same.

 

Survey: Data Collection on the Rise

Friday, July 18th, 2014

Don’t let your customers fool you — they may have more data than you think. According to polling conducted by Digiday and Neustar in June 2014, 76% of U.S. digital media and marketing professionals are collecting data on current and potential customers and 77% have increased their data collection over the past year.

The number one reason? To get a better understanding of their customers, with 57% giving this answer.  Marketers indicated that they are expanding the volume and type of data they are collecting — demographic, psychographic, location, and social.

Screen Shot 2014-07-16 at 2.31.34 PMThis is good news for 1:1 print providers, since data availability has been one of the Achilles heels of this process. But the challenges of data silos and data integration remain. In fact, according to the research, half of respondents say they are still unable to link data to create individual customer profiles.

Still, on the whole, this is good news. The more customers focus on data collection, integration, and profiling, the more natural the pathway to discussions about how you can help. So these data represent ongoing challenges, but they present opportunities, too.

 

Innovation Ennui: Hidebound by History. Is Print’s Prudence proof of Paralysis?

Monday, June 30th, 2014

Many years ago, when I was president of one of the first quick printing franchisor companies, a wise-man counseled me with this pearl — smart franchise companies know that almost allgood marketing ideas do not occur at franchise HQ, instead they happen on the front lines — in the franchised locations, as the result of franchisee and customer interactions.

Implementing the advice meant that I sought the counsel of some of our best and brightest franchised owners and one of them told me about “Ed.” Ed was the head of research and development for Lee Newspapers (now Lee Enterprises) a chain of community newspapers based in Davenport, Iowa. Ed’s job was to actuate the punch line in George Bernard Shaw quote made immortal by Teddy Kennedy’s eulogy for his brother Bobby. “…Others dream things that never were, and ask why not?”

Ed didn’t go to graphic arts industry trade shows; he went to the shows his newspaper ad space clients might attend. He wanted his skunk-works of innovation to be forward thinking, changing and ever willing to try things, even things that failed.

Dr. Joe Webb, renowned commentator on the printing industry has long cajoled us to do much as Ed once did — go to conferences of designers and ad buyers to learn what moves them, not what servo-drive moves the roller train in the Iron Horse press. I found this article posted by Dr. Joe in the Economics and Research section of WhatTheyThink to be amazing and worrisome in equal measure, because Dr. Joe’s research protocols are so stellar.

I administrator a Facebook Group page for people in the graphic arts around the world. Every day, I post items about new and exciting uses of print, oft-times centered on what I like to call smart, interactive print – print made more valuable to the customers of your customers, through response drivers like QR or NFC or AR or printed electronics and so forth. But there is another observation that makes one wonder — the articles that receive the most comments, and likes and shares and so on, are often about print’s past — XYZ Print Shoppe in Palooka-ville. No one values the 600 year-old patrimony of print more than me, but change happens. We change or we wither.

Seize the Day, or glissade gently into that long good night?

Back on February 2nd, 2012, John Newby of the Ottawa Times (Illinois) wrote a great blog about the potential of Augmented Reality and newspapers. His final line applies to every segment of the printing industry:

“It will be interesting to see how and if the print industry embraces such technology or if we squander yet another opportunity”.

If we look at Dr. Joe’s chart, it would seem that thus far, the amorous advances of AR have been largely rebuffed. Only 7.1% of the 209 surveyed participants offer AR.

In a very visual and interactive age, AR, QR, NFC and whatever comes next add value to print by making print more interactive and more visually dimensional. Yet we tarry – 93% seem to say, let’s hurry up, but then wait?

What’s past ain’t prologue Poindexter!

Exactly one day after Dr. Joe’s post went up on WhatTheyThink, Jennifer Matt wrote a fiercely disruptive piece on WhatTheyThink that should be taped to the bathroom mirror of every C-level print industry executive. Jen put this line in bold in her article:

The human resources in the print industry are predominately “experts” at yesterday

So accurate and so ‘hidebound by history.’

This week I happened to spot on someone’s LinkedIn profile a pic of Steve Jobs, the Apostle of Apple with one of his pithy epithets:

“You’ve got to start with the customer experience and work back towards the technology, not the other way around.”

We print peeps are hard-wired to admire technology. In this change agent era, we might do well to re-consider.

Jim Daly, owner of Fine Arts Imagery, a giclée printing atelier in Asheville NC commented on the Jobs quote as follows:

“Isn’t it ironic that the most profitable companies speak in terms of customers, creating value and experience, while the others talk about efficiencies, share price, etc.? The former create the future while the latter seem satisfied to “optimize” that which has been successful in the past.”

Print has changed mightily over the centuries and yet, even now, there are aspects of everyday print production that could be easily intuited by Benjamin Franklin or even Johannes Gutenberg. Much of traditional print has moved to the evanescent stage of the Internet’s ether and it’s not coming back; ergo, print and perhaps especially smart, interactive print, presents ostensible opportunity to those who’s glass is slowly filling with optimism.

As the whirling dervish of change continues to upset the conventional and disrupt the traditional, some print segments wither while others flourish. There are massive people costs, (I wonder how many folks I know from print who are now in real estate, a dozen?) and the stresses on the owners and senior managers to try to get it right when embracing new strategies cannot be understated. But in the maelstrom we can be certain of the terrible beauty of this trifecta:

Innovation is crucial, Innovation is cruel, Innovation is cool.

Or, in a cornpone hat-tip to that certain beefcake TV commercial we posit:

“Print, it’s what’s for Winners.”

Are You Missing an Opportunity to Help Clients with Data?

Friday, June 13th, 2014

According to a recent study from NetProspex (“State of Marketing Data: 2014″), B2B marketers are missing basic and easily accessible information to help with their personalization and targeting efforts.  Twenty-six percent do not even know the contact’s industry and 20% don’t know their revenues or number of employees.

What’s notable here is that this type of information is readily accessible from data houses and relatively inexpensive to acquire, yet it can make a tremendous difference in the ability to segment and target communications.

I often hear marketers talking about how easy to is to lose sales simply because you forgot to ask. You laid out the information, but there was no call to action. The same principle applies here. If your clients could be doing more segmentation and targeting but aren’t, have you simply asked them what fields they have in their marketing database and offered to fill in ones that are missing? This is a basic data append that any PSP should be able to handle working with one of the major list companies.

Which clients could you approach today with an ask?

Percentage of Records with the Fields Completed

First name 77.5%
Last name 76.0%
Title 62.9%
Street 54.6%
City 59.6%
Phone 36.2%
Email 89.2%
State 58.5%
Company 77.2%
Industry 25.9%
Revenue 18.2%
Employees 19.5%

Source: State of Marketing Data: NetProspex (2014)

Can Your Clients Use Digitally Printed Codes to Boost Sales?

Thursday, June 5th, 2014

I admit it. I buy Banquet sausage from time to time. (It’s not for me — really — it’s for the kids). This morning’s pre-school breakfast, however, caught my eye because ConAgra has a new promotion that seems to offer great potential in a variety of vertical markets and is highly adaptable even by small, local marketers.

ConAgra has partnered with Feeding America to make a donation equivalent to one meal to feed a hungry child every time one of its customers inputs a unique code from the back of one of its packages. The codes are input  into a special campaign website, ChildHungerEndsHere.com, and each unique entry triggers an 11.1-cent donation to Feeding America, the cost to provide a child with one meal under its program.

IMG_4526This is such a great program on multiple levels.

  • It is great PR by aligning the company with a great cause
  • It encourages multiple sales of its products during the period of the promotion
  • It uses an emotional appeal (stronger than financial in many cases) to woo new customers from competitors during the period of the promotion.
  • It does a good thing regardless of the impact on its sales

This is a great way to boost sales among its own customers, too (you know ConAgra’s already loyal customers are purchasing extra packages right now, and ConAgra does, too!). Plus, if it can steal just a few of another brand’s customers during this period, the company knows that at least a few of them will stay.

How could your customers adopt this model? This might be a great opportunity to pitch digitally printed packaging to new or current customers. Even small companies could align with a local cause (a local food bank, pet shelter, or school). You set up a campaign-specific website and print unique codes on each digitally printed package.

If there are companies already making significant donations to local charities, that might be the place to start. Instead of them making a straight donation, they could use a program like this to boost sales at the same time . . . and you win the digital packaging business.

 

Avoid These 10 Marketing Traps

Wednesday, April 16th, 2014

Is marketing your friend or your foe? From printed collateral to social media, each of your marketing materials are your representatives, telling your brand’s story and making first impressions on your behalf. If you want to get loyalty, raise your profile, and make the sale, it’s vital that your marketing is the best it can be. Here are 10 marketing mistakes you need to avoid.

  1. Fuzzy messages
  2. Self-importance
  3. Lack of a plan
  4. Missing calls to action

To see these mistakes further explained, actionable solutions for each one, and the other 6 common marketing mistakes, download our article, Avoid These 10 Marketing Traps.

There are many marketing mistakes out there – these are 10 common ones that I thought would be beneficial for you to learn more about. Please take a moment to read and share this resource at http://ilink.me/10Traps. What other common marketing mistakes do you see often? I’d love to get a good list started below!

Great Infographic to Share with Clients

Tuesday, April 15th, 2014

Looking to convince clients that they need to make a greater investment in updating their databases? Here is a great infographic that makes the point in a powerful (but sometimes funny) way. The infographic relates to business data (such as changing address or phone numbers) more than it does consumers, but the point is made regardless.

For example,

  • In the 30 minutes you spent checking your mail, 127 companies changed phone numbers.
  • In the 25 minutes you spent commuting to work, 40 businesses changed locations.
  • In the 15 minutes you spent eating breakfast, 27 business changed names.

It also claims that bad data costs businesses $600 billion annually and up to 20% of revenue. It’s a great attention grabber . . . and a great excuse for your customers to let you help them update their marketing databases!

The infographic was created by Infogroup Targeting Solutions and shared by Marketing Profs.

Day Worth of Data

Why Your Clients Should Be Offering Email Couponing

Wednesday, March 19th, 2014

If you’re a printer, you want clients to spend more money on print. So why should you encourage them to offer email coupons? Because email coupons are trackable, and they tell your clients what their customers are buying. That tells your clients a lot about those customers they can use for higher value print personalization later.

Experian Marketing Services’ 2013 4th Quarter email trends and analysis found a 50% year-over-year increase in the number of email campaigns offering coupons. As reported by MediaPost, whether the coupons were redeemable in-store, online, or both, email blasts with coupons outperformed other promotional mailings on open, click, and transaction rates. They also had 48% higher revenue per email ($0.10 for coupon mailings compared to $0.07 for other promotional mailings) in Q4 2013.

That’s a very active, engaged audience that can feed you a lot of information. Let’s say your customer is a specialty retailer offering a variety of pet products. It doesn’t have a loyalty program and isn’t large enough to track data at the point of sale. But you start sending email campaigns with coupons. The coupons that get printed, clicked through, or downloaded tell that customer which households have what types of pets. This allows you to help the store craft targeted campaigns directed at their specific pet needs.

Over time, it can alert the store to changes in pet ownership, too. Suddenly, the Smith, Jones, and Gordon families are downloading coupons for puppy chow. It’s a pretty good bet they just purchased a puppy. This can prompt mailings for grooming services, puppy beds, crates, and a variety of other products they are likely to need. In six to eight months, puppies grow into nearly full sized dogs, and those families will need larger beds, larger crates, training classes, flea and tick control for larger dogs, and so on.

One of the big hurdles to detailed targeting for small and mid-sized businesses is the lack of tracking at the point of sale. It’s great to talk about targeting and personalizing based on past purchase behavior, but most small and mid-sized marketers don’t know what their customers are buying. Email couponing gives insight into those behaviors in a way that’s realistic and affordable even for small businesses.

Increase the Value of Your Email Marketing Efforts

Tuesday, March 4th, 2014

Would you like to give your customers the marketing messages they want, the way they want them? Of course you would. That’s why you need to make the most of your email marketing. With up to 77% of customers preferring to get their marketing messages via email, it’s time to make sure you are getting the most out of this valuable resource.

Why Email Marketing Matters

Email marketing offers a lot of advantages. Email is:

  • Customizable – you can customize everything from your email content to what triggers an email to be sent. It’s a versatile medium, so use that to your advantage.
  • Affordable – setting up an email campaign is cost effective. Crafting a good email takes time, but emails are still relatively quick to put together compared to other marketing materials.
  • Relationship focused – email brings you into direct relationships with your customers, encouraging them to take action on your messages.
  • Measurable – email metrics tell you everything from open rates to click through rates and unsubscribe rates. All this tells you what you are doing well and where you could do better.

How To Make The Most Of Email

Email is a great ally for your business, but how do you make the most of it? Your aim is to send timely relevant emails that will be opened and acted upon. Start by:

  • Keeping it personal – you’re not sending email to “your list”, you’re sending it to the individual customer who is going to read it. Keep them in mind and address them directly.
  • Keeping it snappy – customers get a lot of marketing messages. Make yours stand out with an attention-grabbing headline and content that lets your brand’s personality shine through.
  • Keeping it customer focused – make the time spent reading worth their while. Instead of opening with why they need to buy your product or service, offer information that will be useful to them. Inform and entertain first, sell second.
  • Keeping it actionable – email is a great medium for encouraging action. Make it clear what the next step is, whether that’s getting in touch, placing an order, or looking out for the next eye-catching missive.

Email is a marketing mainstay that offers a welcome boost to your business. Give plenty of love to your email list and give them tantalizing content that will establish your business as worth paying attention to.

Have you had success with email marketing? I’d love to hear. Share your tips and best practices below!

Can Social Media and Direct Mail Merge Seamlessly?

Thursday, February 20th, 2014

“Social media isn’t a fad, and I think we can all accept that,” said moderator Barbara Pellow, Group Director of InfoTrends, in January’s webinar sponsored by Canon Solutions America.

This we know: social media isn’t a new trend. It has an established yet evolving role within the marketing sector. So the question becomes, how does the print industry integrate social media into traditional marketing pieces, like direct mail, to offer optimal customer outreach?

Renée Hall, VP of Business Development at Dukky, and John Ortiz, Director of Operations and Sales at Your Preferred Printer, give an overview and case-study examples of successful, seamless integrations. The speakers touch on strategies and software tools for merging social media with direct mail, which ultimately bolster a client’s network and increase bottom line sales.

Let’s consider the facts. When 1000+ enterprises were surveyed in 2013, social networks were cited as the number one area in which media usage will increase. In addition, 47% of printed marketing materials were linked to a digital channel in order to reach broader audiences and boost response rates.

Now, how are these social networks leveraged?

In order to answer this question, printers must first start by defining their business altogether. Hall finds that most printers have either transitioned to become full marketing agencies with in-house printing capabilities, or they now characterize themselves as a ‘printer+’. As a printer+, the business presents itself as a traditional printer, but integrates online, digital components to complement mail pieces. “Embrace new technology, keep and expand your services, provide tools for measurement and analytics, and leverage what already exists” are just some of Hall’s suggestions for success.

After updating the business approach, printers must next consider the new role of direct mail. It’s no longer a one-way, exposure-oriented form of communication; rather, it’s an entry point to cultivate a conversation and gather information. Take Hall’s Chick-Fil-A example: 5,000 mailers were sent out to gather demographic information of potential customers and to inform them of the branch’s opening. The postcards featured free food promotions that required online validation. Once online, customers were prompted to take a short, information-gathering survey. Once completed, they were able to receive the promotion and “share” the offer within their social network. On opening day, 14,000 customers walked through the branch’s doors. 20% of which accredited the decision to the direct mailer and it’s online component ‘call-to-action’.

Sounds like one successful way to get customers engaged, mobilized and excited. For more examples of seamless integrations and for the complete list of tips, check out the recorded webinar here:


 

 

Useless Personalization: Would You Have Stepped In?

Tuesday, February 18th, 2014

I saw something odd in my mailbox this morning. It was from a local auto dealership. It was personalized based on my use of their service center . . . once. I opened it, and two lines caught my eye.

The first line was in the opening of the letter. “Heidi, I noticed you haven’t visited [dealership] for service in over a year . . .”

The second was the headline for the call-out box next to it. It was in red, bold, and large font: “SPECIAL PRICING PROGRAM.” The pricing wasn’t on service. It was on purchasing a new vehicle.

I put down the letter and thought about what I’d just seen. The dealership is calling my attention to the fact that I haven’t been to the service center in more than a year — and they want to sell me a new car.

That’s an odd combination. Either I haven’t been there in a year because I’m dissatisfied, I’m taking my car somewhere else, or my 2005 Chevrolet Equinox is in amazing shape and hasn’t needed even a tune-up.

If the latter, then why do I need a new car? Now, I can understand if I weren’t a lapsed customer but a frequent customer. You know: “Heidi, we’ve noticed you’ve been into our shop 5 times in the past 7 months. How about a new ride? We’ve got great financing on NEW VEHICLES for valued customers like you!” But it didn’t.

I could spend a lot of time busting on this particular letter, but what I really want to know is this. If you had been producing this job, what role would you have played? Would you have asked to look at the copy before it went into production? Asked about targeting based on service history? Looked at the promotional offer in the call-out box to see if it matched (in any way, shape, or form) the content of the letter?

How Pizza Changed the B2B Customer Mindset

Wednesday, February 12th, 2014

Post provided by IWCO Direct. 

We all know that technology continues to transform the ways companies serve consumers at a rapid pace. But have you thought about how these new conveniences are changing the mindset of B2B customers? One of the most noticeable changes is how access to real-time, detailed information in peoples’ personal lives is also becoming an expectation in their professional lives.

Shoes Shipped Fast; Pizza Personalized; Forget the Taxi

Maybe this change started with shoes. The Zappos mantra of exceptional service in the form of selection and delivery times moved the expectations bar higher. Then Friday night pizza delivery morphed from a phone call to a mouse click or screen swipe. Order pizza online at Domino’s and you can choose olives on the left or right and know who’s making it. Then the “Dominos Tracker” allows you to watch your pizza move through various stages of production with a notification when it’s left the store. It’s a similar situation when you want to avoid the hassle of hailing a cab. When you order car service through an app like Uber, you can see the fare and precisely how long until your car arrives. And like your pizza, all large shipping companies, including the Postal Service, provide the ability to track a package you shipped or a product you ordered along its delivery route to its final destination. These consumer experiences, and many more, are transforming how customers expect to be served in business settings.

Changing with the Changing Mindset

This nearly instant access to information has shifted the mindset of the B2B customer. They want – and need – a similar level of transparency on the status of complex projects and transactions, in as close to real-time as possible. At IWCO Direct we’ve noticed this changing mindset. We are streamlining our workflow processes with tools that add value and make it easy to do business with us. But we’re not stopping there. We’re transforming our customer experience model and production processes. By enhancing our digital workflow, we will give our customers more robust views into the status of their jobs, along with the tools they need to make their job easier.

All of this is being implemented with the understanding that every individual action collectively creates the customer experience. From accounting to the production floor, we all play a role. As you can imagine, this is quite the undertaking. We’re very excited about how it will transform the experience for our customers and more fully engage our employees. We plan to share updates on our progress and additional insights in the coming months, so please check back often.

You can read more posts like this on the IWCO Speaking Direct Blog. 

Blog Author: Pat Deck
Executive Vice President of Customer Experience and graduate of The Citadel and the Naval Postgraduate School. Bringing the “work hard, play hard” philosophy to IWCO Direct for nearly five years. Commissioned Officer of the U.S. Navy, music and travel lover and Chicago Bears fan. 

When Databases Attack

Tuesday, January 28th, 2014

Last week in this space, variable-data printing guru (guress?) Heidi Tolliver-Walker wrote about Geico’s VDP misstep, where they had sent out a letter “personalized” to someone who no longer lived at her address. As I’ll point out in a moment, VDP missteps can even be worse than that.

Since the very beginning of so-called variable-data printing—indeed, even going back to the very first rudimentary mail-merges—one of the biggest challenges, if not the biggest challenge, in making 1:1 marketing effective, let alone successful, has been the quality of the data used for the mailing. Remember those old personalized letters we used to receive:

Dear Mr. Ramono,

We very much want to put you, Mr. Ramono, in a new car. Mr. Ramono, have you ever seen yourself behind the wheel of a luxurious yet sporty new vehicle. Have you ever envisioned your own vehicle, Mr. Ramono, being the envy of your neighborhood? Surely the entire Ramono family would derive nothing but benefits from this…

You get the idea, and that’s actually not much of an exaggeration. Nothing says “hey, someone is writing to me personally!” like not only using my name in every single sentence (because who doesn’t do that?), but misspelling it every time. And now we can see our names misspelled in snowflakes, Alpha-Bits, letters etched in the sand, and so forth. Even when our names are spelled correctly, often direct mail comes addressed to us at a company we no longer work for or which no longer exists. Sometimes we move faster than the speed of databases.

Now, these little glitches are more amusing than anything, at least for the recipient. And on the plus side, I can use persistent errors like the above to figure out who has procured my name from whom. (One local organization has me in their database as “Ms. Romano,” which is a real drag.) And sometimes when I see something addressed to me at “Digital Imaging magazine”—which still does happen even though it’s been 15 years—it does trigger off a little sentimental remembrance of good old times… It’s kind of like Proustian direct mail, in a weird way.

However, a far more serious personalization glitch made the news, the Twitterverse, and cropped up on The Facebook Machine a couple of weeks ago. From the L.A. Times:

An off-and-on customer of OfficeMax, Mike Seay has gotten the office supply company’s junk mail for years. But the mail that the grieving Lindenhurst, Ill., father said he got from OfficeMax last week was different.

The envelope appeared to be a typical discount offering. But this one was addressed to “Mike Seay, Daughter Killed in Car Crash.”

Seay’s daughter Ashley, 17, was killed last year in a car crash along with her boyfriend.

The first question Mr. Seay—and anyone reading about the incident—had was, “how did Office Max know that?” Here’s a clue:

In a statement, Naperville, Ill.-based OfficeMax said the mailer was “a result of a mailing list rented through a third-party provider”.

It’s actually not hard to figure out how that happened. Whoever compiled the database entered that particular datum in the wrong field and it was got included in the output fields. Anyone who has ever used a database program (I regularly used Filemaker a million years ago) has had that problem. Now, the real question is: why would this information be in any field in a database?

Phenomenal amounts of data on each of us are freely available to anyone who wants it. And most of it is perfectly legal. Death records (like birth records) are public, and there may even have been a death notice in the local paper. Property transfers are matters of public record, so if you have ever bought a house you know you are immediately included in “new home/homeowner” databases. Health records are supposed to be private, but information leaks out in a thousand different ways. From the L.A. Times article:

Dixon’s group [the World Privacy Forum] has found companies selling data on rape victims, seniors suffering from dementia and people diagnosed with HIV and AIDS. She said companies created powerful data sets by combining personal information available from public records, census information and social media.

This is not a new debate, and in some ways it’s rather quaint to talk about privacy when so many people put virtually every aspect of their lives on Facebook, Instagram, etc. And Facebook makes the data you willingly share available to advertisers and marketers. The Office Max blunder doesn’t really tell us anything we didn’t already know or at least suspect—or fear.

As marketers, and those who facilitate the efforts of marketers, we need to be careful about what we collect on potential customers—either directly or indirectly. We can’t stop the collection of sensitive information, but we can be careful about how we use it.

Geico Botches Direct Mail Personalization

Saturday, January 25th, 2014

It’s become part of our national consciousness . . . “Mike, Mike, Mike! What day is it? HUMP D-A-A-A-A-Y!!!”  It’s the Geico camel and his ridiculous waddle through the office. “Hump D-A-A-A-A-Y!” has become one of those brand phrases that become incorporated into our daily speech.

IMG_3048That’s why when this letter showed up in our mailbox, it had such promise. The familiar “Mike, Mike, Mike” replaced with “John, John, John” and the familiar camel staring at me across the envelope.

Unfortunately for Geico, there is no John here. It’s a quirk related to our former address. John is my father-in-law’s name, and it seems that the list never got cleaned.

Personalization should have really worked here. Unfortunately, when you get a name wrong — especially on the outside of the envelope — it’s not a good marketing tactic.

There are techniques to clean up messes like this before they happen. People move all the time, and there are tactics for identifying and removing duplicate names within a defined geographic radius.

If your clients are purchasing lists for producing personalized prospect mailings, work with someone who knows the pitfalls of purchased data and how to avoid common mistakes. When embarrassments like these get avoided, you look like the hero and your client doesn’t look like the heel.

Another Great Stat for Promoting 1:1 Printing

Tuesday, January 14th, 2014

Are you keeping a log of stats for promoting 1:1 printing over online alternatives? One of the categories of stats I keep seeing recently is how a high percentage of online targeting is completely mistargeted.

Most recently, Blue Research noted that not only is online advertising mistargeted, but consumers are getting so irritated by irrelevant advertising that they are abandoning the brands doing it.

Here’s the latest:

96% of consumers report receiving mistargeted information or promotions. While that’s not new, many are so fed up that they are abandoning brands as a result. [1]

Sure, there is the occasional database mess-up in 1:1 printing, but overall, targeting in print is highly accurate. The contrast with online mistargeting can create a powerful impression on customers thinking of reducing print volume in favor of electronic alternatives.

[1] 2014 Consumer Research: Social Login and Personalization (Blue Research 2014)