In business, as we strive for success, we are looking for a rhythm. Rhythm is defined as a movement with a pattern or uniform beat, a patterned repetition. Find the right rhythm and your business will operate smoothly.
When you hear a good song, you probably start tapping your toes, or drumming your fingers on something. You may not even know you’re doing it. We just enjoy the music and do whatever it is we are doing.
E-fulfillment for your marketing materials can be like that. Everything is in rhythm. Working effortlessly to promote your business. When e-fulfillment is working correctly, it establishes a connection between your business and the recipient. The recipient is experiencing firsthand your ability to provide a certain level of speed, performance and accuracy.
E-fulfillment can also display your expertise. Good, informative materials are what your typical audience expects. Let’s face it, it’s easy to access loads of information with the Internet at our fingertips. It’s like finding music on the radio. There are tons of stations to choose from. Your audience can stop at any channel and start to tap their toes. The idea is for them to choose you. So e-fulfillment that shows off your awesome amount of knowledge and is a benefit to the audience will make them stop, tap their toes and hum along.
Likewise, e-fulfillment that doesn’t produce – in terms of speed, accuracy or good content – will cause your audience to wince and turn to another station. And you don’t want to cause your audience to wince.
You want to be music to your audience’s ears. And e-fulfillment of your marketing collateral can make your heart sing, as it can for your audience. They will like what you’re putting out, and will want to make that connection with you.
As a printer, you may have all of the tools and technology needed to help your company execute successful direct mail efforts. You may be able to create and measure variable data printing, personalized URLs, and personalized QR Codes easily!
However, in order for us to receive benefits from those capabilities, we must be able to sell personalized direct mail solutions to our organization and to other customers. This is not always easy. As the service provider —we may be most excited about the backend process that helps us to produce the personalized materials. But to our customer, that’s not really important. They want to see the output — what that technology produces for them and how it can help them reach their goals.
One of the best ways to answer that when it comes to personalization and direct mail is to present ideas that demonstrate an understanding of data and a healthy dose of creativity.
Sure, we still want to sell points such as “personalized materials help you stand out from the crowd” and “delivering a one-to-one message shows our customers and prospects that we’re paying attention to them, and that we want to share relevant information and offers”. But beyond that, we may need to share practical ideas of personalization that applies to their business.
If you are looking to personalize direct mail pieces for your customers, here are three ideas worth considering. Perhaps they’ll help to inspire you to sell more personalized solutions to your clients!
Consider the location of the recipient and design the materials accordingly.
By taking a look at the recipient’s location, you should be able to identify a data element that could be converted to personalized content. For example, if you are sending direct mail to promote your retail store, gym, or another physical location, you could personalize the piece to show just how close the person is to that spot. This could be represented graphically, via a map, or simply in text (i.e. “you are less than 2 miles away!”)
If you are targeting previous customers, appeal to that and possibly reference the product or service they purchased.
If we are sending direct mail pieces to our existing customers, we truly have no excuse not to personalize our materials. Take the time to look at their purchase history. With that data, you should be able to ensure that the promotions and offers on your direct mail piece are truly relevant to them.
Based on demographics, select color(s) that may appeal to each group.
This one may take a bit more research and creativity. But there certainly are studies out there regarding the effect that certain colors may have on different groups of people. If you can find a way to use the right ones for the segments inside of your target audience, you should be able to increase your response rates.
Interested in learning more about interlinkONE’s marketing solutions? Get the scoop here.
From October 4-6, Grow Socially and interlinkONE will be present at the 2012 Owners Conference, sponsored by NAQP and NAPL at the beautiful DoubleTree Hotel Chicago Magnificent Mile.
The Owners Conference is a fantastic opportunity for owners and general managers of quick, small commercial or digital printing firms. Attendees will leave with an understanding of how change is affecting their industry and what needs to be done for the future.
Grow Socially and interlinkONE will be well represented throughout the conference.
Supplier Showcase Reception
Friday, October 5. 5:00 – 7:30 pm
Join your peers at a networking reception sponsored by leading suppliers to the quick and small commercial printing industry. This will be your opportunity to meet (or renew acquaintances) with current industry suppliers, as wel as share your plans for profitable growth with your fellow printers.
Panel Discussion: Finding Success in Online Marketing: Social Media, SEO and More!
Saturday, October 6. 11:00 am – 12:00 pm
John Foley, Jr., Moderator
John Foley, Jr., CEO of interlinkONE and Grow Socially, will moderate a panel discussion on the challenges that service providers face as they seek to achieve business results with online marketing strategies. Panelists will cover strategic guidelines, tips, technologies, and tools that can improve printers’ social media presence, SEO, and website efforts.
Saturday, October 6. 1:45 – 3:15 pm
Listen to real-life applications of the latest technology, ideas for new profit centers, and tips from our supplier partners and their customers.
NAPL is a not-for-profit business management association representing companies in the $80+ billion commercial printing and graphic communications industry in North America. NAPL’s comprehensive slate of business-building solutions provides company leaders with the management tools they need to make informed business decisions in an ever-changing market environment. For more information, visit www.napl.org or call (800) 642-6275.
The following is a Press Release regarding our show plans for the upcoming Labelexpo Americas conference in Chicago.
We hope to see you there!
Press Release Contents
interlinkONE and Grow Socially have announced that they will be exhibiting at the Labelexpo Americas conference in Chicago in Booth 3802.
The event, which is being held at the Donald E. Stephens Convention Center, will take place from September 11th through the 13th.
Labelexpo Americas is one of the largest events for the label, product decoration, web printing, and converting industries.
“We’re thrilled to be exhibiting at Labelexpo this year,” said John Foley Jr., CEO of interlinkONE and Grow Socially. “Printers in the label industry are looking to improve their own marketing efforts and to increase the value that they offer to their customers — and we have software and services to help them do just that.”
Visitors to Booth 3802 will have the chance to see and experience first-hand demonstrations of some of interlinkONE’s latest software enhancements and Grow Socially’s services. This includes:
- QR Code Creation and Tracking: Attendees will have the chance to learn how QR Codes can be used successfully to make labels and packaging interactive. Also, visitors to the booth will see how interlinkONE’s QR Code tracking software enables printers to easily demonstrate where in the world printed materials are being scanned.
- Mobile Website Creation and Hosting: Booth visitors will have the chance to test drive the iFlyMobi mobile website builder application. Jason Pinto, CMO of interlinkONE said “Mobile websites and landing pages are a natural extension of QR Code efforts — service providers that are looking for ways to make money on the growing mobile audience can do this easily by offering solutions that package QR Codes with the mobile website.”
- Website Design and Hosting: Attendees that are looking for ways to spruce up their current website need to go no further than Booth 3802! Grow Socially’s staff will be on hand to demonstrate the variety of packages and services that are offered to printers that need to improve their online marketing efforts.
Labelexpo America attendees will also have the chance to pick up free White Papers at Booth 3802, including the very popular “5 Ways Tag and Label Printing Companies Can Utilize Pinterest“.
Visit interlinkONE and Grow Socially in Booth 3802 to learn how your label printing company can grow its business today and into the future!
I am quite excited to share the news that I’ll be attending and speaking at Printlandia!
What is Printlandia? Well, it’s actually the name of this year’s PPI Regional Conference.
This conference is being held from September 14th through the 16th at the Embassy Suites in Downtown Portland, Oregon.
It is being promoted as a “a weekend of networking, education, inspiration & epic events around the future of print communications”… and after looking at the schedule and agenda, I absolutely agree that this conference will deliver on all of those fronts!
Here are the details of the presentations that I’ll be delivering:
Title: How Inbound Marketing Can Work For You
Description: No matter what your business objectives may be — whether it’s to attract new prospects, increase customer loyalty, generate more awareness and demand, etc. – inbound marketing tactics can help you to achieve your goals. During this presentation, I will provide actionable insight and ideas to help you effectively build, manage, execute, and measure, inbound marketing initiatives. I will share best practices for improving your website design and your social media and SEO efforts.
Title: Make Money from Mobile
Description: Mobile technology is changing the way that people communicate and consume information. Devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more. However, there are plenty of opportunities for print, mail, and fulfillment services providers to grow their business by incorporating mobile technology. During this presentation, I will share actionable solutions, case studies, and provide plenty of inspiration. I will discuss items such as QR Codes, Augmented Reality, Near Field Communication, mobile commerce, and more!
I am quite excited to be able to play a role in this great event!
There are a number of other tremendous speaker on the agenda, including Peter Muir, Joe Marin, and Gerry Michael.
I hope to see you at Printlandia as we navigate tomorrowland!
Click here for more information on this event >>