The Brain Storm

Direct Mail is Here to Stay! 5 Tips to Improve Your Campaigns

2010-06-02T08:51:00.000-07:00

As many preach that direct mail is going the way of the dinosaurs, we'd like to take some time to share why we know direct mail is still one of the most effective promotional tactics when done correctly. Before you put a stamp on another campaign, consider these tips for improving your response rates.

Tip #1 - Always personalize

We all love cards, invitations and thank you notes from friends and family. They make us feel special and feel like extra effort went in compared to receiving an email. Direct mail campaigns work the best if they respect the recipient's time and make them feel like it was specifically meant for them. Customized messages means more than a name merged into the salutation line. The whole piece should reference your company's relationship with the recipient. Detailed data collection will offer you greater list segmentation capabilities that will drive up your response rates.

Existing and previous customers are 300% more likely

to respond versus prospects.

Tip #2 - Your lists need constant grooming

Businesses that develop their mailing list as they grow have a much greater advantage over those that rent information. Data collection and list grooming can feel like a daunting task, but it is the key to achieving the best results. Noting information like birthday, type of purchase and last visit are great information pieces to segment your list by and wrap your messaging around. If your customers feel like you know who they are, recognize their needs and cater to their needs they will be more loyal. Think of your direct mail as another level of customer service.

After 5 mailings, prospects that still haven't responded should be

shifted to a non-mail outreach list.

Tip #3 - Devise unique messaging per segment

Yes... this means more work but leads to much higher response rates. Devise unique messaging by segment utilizing multiple variables from your database. When you send one mass message you run the risk of offending your recipient if they feel it doesn't apply. To gain the benefit of larger print runs, develop a mailer that can be sent at any time to your key groups. This way you can print the maximum amount and release your mailing at the right time for each list.

Only 20% of your response rate is attributable to creative. The
other 80% is from list and offer.

Tip #4 - Always include an offer, never an offload

Your direct mail should always include an offer that fulfills a perceived need, is practical, is unique, is appropriate given the segment and has a clear connection to your brand. Offers that sound too rich can stifle the response or attract the wrong customer type. Make sure the offer is the most clear and concise part of your communication. Do not include offers with limitations. Never send out an offer that no one wants. If your promotion is an attempt to offload something, this sends the wrong message to your customers.

Don't use window envelopes.

People automatically assume it is a bill.

Tip #5 - Ask your mailing

Your mailing must clearly answer why, why, what, what.

Layout out your creative with the proposed copy and ask yourself if you received it, does it immediately answer the following four questions:

- Why am I receiving this?
- Why should I look at it now?
- What's in it for me?
- What should I do now?

The job of your direct mail piece is to communicate these points quickly and clearly. If it doesn't, rework it until it does. Never settle and don't let your team settle until it works.

Fund raising direct mail efforts tend to have the highest response in

November, September and February.

Bonus Tip - Always test and remail

Before committing to a particular direct mail campaign for a full cycle, make sure you know it is an effective piece. Divide each segment and test different creative, copy and even format. You'll know within the first 10 days of the hit which was the winner. Use the winning creative to create a follow-up version and rehit within 6 weeks of the initial piece. A typical response rate is 0.5%-1.9%. Anything 2% or greater is a real winner.

Within 45 days, 92% of your respondents

will have acted on the offer.

Need help with your upcoming campaign? We offer expert creative and campaign management services to help you get the most out of every mailing. Contact us for a free quote.

Explore these easy ways to boost productivity!

2010-04-12T11:23:00.000-07:00

When morale is high, productivity soars. Reaching great heights takes time and effort but shouldn't be such a chore. Consider these few fun tips that will start to lift your team's spirits, decrease turnover, increase employee loyalty and result in a more productive work environment.

Go Green
Did you know that the presence of plants in an office helps reduce stress and sick absences while improving air quality and overall wellbeing of your employees? Research has proved creating greener spaces indoors makes for a healthier and more productive workforce.

Kick Up Some Competition
A great way to rekindle camaraderie is to get your team involved in some sort of challenge together. Look for a fun sport tournament or charity fund-raiser to help build the strength of your team.

Theme Days with Purpose
Designate one day a month as a theme day. Get creative by having everyone bring a photo from their favorite vacation, share an embarrassing moment or wear their favorite hat. Start the day with a show and tell, give awards for the best and reap the benefits of a more united team.

Write Smarter Memos
It won't take more than a few extra minutes of your time, but including a fun point on your memos can completely transform the mood of your messages. Include song lyrics, an inspiring quote, YouTube video or neat news link loosely related to the topic of your memo. It will help your memo get your team's attention, make individuals more inclined to accept any new rules and help them remember it's purpose.

Take Field Trips
A change of atmosphere will reenergize your team, refuel your employees' creative tanks and allow everyone to breathe a little easier in a neutral surrounding. Take a visit to a local park, museum or gallery. Conduct your meeting after a brief walk around to see the sites. You'll be impressed how this fun time can inspire great productivity.

Invest in Your Team
Encourage your employees to attend seminars, classes and networking events even if they are not directly related to the company's industry or their office tasks. Offer compensation or "office grants" to those that pursue the additional education. This investment in your employees will benefit your company through increased employee loyalty and more creative problem solving skills.

Share tips that have worked for your company. Join the discussion on our Facebook page or LinkedIn group.

Be a Security Hero!

2010-03-09T09:42:00.000-08:00

Fraud happens! No organization, whether it is a corporation, small business or even a non-profit, is safe from fraud. The fact is fraud is a real threat to the financial health and integrity of your company.

In this article we share more about the warning signs, effective ways to reduce fraud losses and how our new VOIDX product line can help make a difference.

Be a champion against fraud in your company. Read on!

A Little Fraud Goes a Long Way
Once fraud starts, it doesn't stop on its own. It starts small, but will continue to grow until the perpetrator is caught. Very few thefts may occur at the beginning and are generally for small amounts. As the fraudster realizes how easy it is to take $100, next week the amount will grow to $200, then $500 and then easily into the thousands.

Here are a few fraud facts published by the Association of Certified Fraud Examiners:
• The average fraud scheme lasts 18 months before it is discovered.
• Cash was targeted in more than 90% of fraud schemes.
• A usual scheme costs small business an average of $127,000 in losses versus $97,000 in losses a large company.
• In more than 37% of the fraud cases discovered, the fraudster had been employed by the organization for more than 10 years.

Below are common methods of company fraud to be aware of:
Skimming – A typical example of this type of fraud is when a cashier pockets cash from sales that are not rung up. Discounting a sale after payment receipt and pocketing the difference, submitting falsified expense sheets and receipts and tampering with band deposits are other examples of skimming.

Fraudulent Disbursements – Losses from this type of fraud generally involve paying ghost employees, vendor fraud schemes and paying nonexistent vendors. These losses can be very difficult to detect in large companies with hundreds or even thousands of employees and a large number of vendors.

Larceny – This type of fraud occurs after cash has been received and recorded. Check tampering including forgery, counterfeiting and alteration are included. Each check that goes out for your payroll, vendor and other office expense bills puts you at risk.

How Can I be a Hero Against Fraud?
Fraud is an ever-present threat to every organization’s balance sheet and improving security measures should be a top priority.

To Prevent Skimming
• Develop a written code of ethics.
• Request all employees be on the lookout and safely report abuse.
• Implement a system of checks throughout a shift.

To Fraudulent Disbursements
• Examine any rises in soft costs including advertising, consulting and overtime.
• Investigate complaints from customers about billing and vendors about payment.
• Delegate billing and payment tasks making it harder to conceal fraud.

To Prevent Larceny
• Learn more about our proprietary anti-copy fraud deterrent solution called VOIDX at www.voidx.net.
• Call us at 312-263-1569 to find out how VOIDX checks and documents are designed to be compatible with your current systems and not increase your costs.
• Have piece of mind that your company is protected by VOIDX.

Make Your Customers Want You More!

2010-02-22T10:19:00.000-08:00

We all know it’s more profitable to hold onto your existing customers/members than it is to attract new ones. Customer retention directly affects your bottom line making poor customer service a serious expense. If your customers are saying that they are satisfied, beware! 65-85% of customers who say that service is fine or their expectations have been met are actually at risk of switching to the competition.

Before you pull out the heart-shaped piñata, let us share some simple tips to make your customers want you more!

Not all Customers are Created Equal

It’s been proven time and again. Companies that treat all customers alike miss significant opportunities and lose business. A database cleanup is essential in beginning to segment your current, past and prospect customers into even deeper segments. Simply by addressing them uniquely and referencing their relationship with your company can be the key to expanding, regaining or winning new business.

Identify and Fix the Top Issues Bugging Customers

It’s likely you’ve heard the same complaints through surveying and you know what’s broken. Do something about those issues immediately! After they are fixed, announce the improvement to your customer universe. Let them know they’ve been heard and invite them to take part in enjoying your new improved system.

Use Your Extended Sales Team

Your extended sales team is comprised of all your customers! When your customers are delighted with your service, they are happy to tell others about your products and company. Identify your top customers and give them tools they can use to promote you. Referral programs can be one of your easiest and most successful campaigns.

Keep a Relationship Diary

Maintaining accurate customer records that include up-to-date information about your customers is vital to building customer loyalty. Quick and easy access to this central database of information allows employees to correctly address your customers and give preferential treatment when warranted.

Celebrate Your Employees Hard Work

Develop and implement a measurement of superb customer service. Recognize and reward employees who practice it consistently.

Keep in Touch

Constant personalized communication should be your goal. You can keep in touch with you customers through personalized letters, cards, postcards, newsletters, social networks, phone calls, questionnaires and additionally by attending tradeshows, association events and educational sessions. Observing your customers’ birthdays or business anniversaries can be a great start. If you find an article or event that may help a customer or relates to their industry, send on the information with a friendly note.

Educate Your Customers

Share with your customers any new advancements or offerings in an exciting way. Educate them on what it is, how it will affect their business dealings with you in a positive way and any new ways they can utilize this new product or service. This can be done through specialized email announcements, but an on-site event, seminar or meeting is always a stronger tactic.

Need help getting the ball rolling on any of the above or other marketing tactics? Give us a call!

Join the discussion on our facebook page or linkedin group.

Making Business Resolutions for 2010

2010-01-08T14:25:00.000-08:00

The celebration of the New Year is the oldest of all holidays and it’s no surprise that the tradition of making New Year’s Resolutions also dates back to ancient times. Although the custom has withstood the test of time, it’s questionable how many resolutions have been kept for longer than a week.

In any case, the start of the new year is a good time to reflect on your business’s progress, achievements and failures of the past year as well as identify new opportunities, development routes and goals for the new year.

Here is our list of the most accessible and stickiest New Year’s Resolutions you can apply to your business.

Challenge your Marketing

Marketing encompasses all activities involved in creating, communicating and delivering your product or service to customers, partners and the public. Challenge every brochure, email, phone call and other activity you do this year! Ask yourself if each particular activity is achieving all that it can to keep your costumers engaged. Does each brochure include your events for the year, each email an invitation to join your social networking group, each phone call a reminder of the month’s current special? These simple additions can do wonders for your numbers!

Give Something Back

Find a cause, association or group in the community that relates to your business. Give what you can. Get involved with an event as a sponsor or sending volunteers, make a donation or partner up on a promotion. Remember the saying those that give get!

Ask your Customers

Remember effective marketing is not just finding prospects, but reaching the right targets. A successful marketing plan can get you in front of these potential customers, but knowing what to execute can be a tough battle. Throughout the year, take a little time researching how your current customers found you. This exercise should provide some insight as to what are the best communication vehicles for reaching the right prospects. As your hot leads go up, you’ll see your customer acquisition cost fall!

Don’t Make Do

Whether it’s an old computer, an outdated booth display or an overloaded department, just “making do” can be holding your company back. Get a new machine, revamp your look and start outsourcing to lighten the load. Making do just isn’t worth what it can cost your bottom line!

Use a Repeatable Plan

Being regular and consistent in your messaging is one of the most important marketing rules to remember. Applying this rule to your execution can also help cut costs and time spent. Your regular marketing plan should have a rhythm of activities that are repeatable. After you find a groove that works, you’ll have more free time additional targeted campaigns!

Make Time for Fun

It may be a tough economy, but happy employees work better. Mark time on the calendar for a mid-morning stretch, a brainstorm ice cream social or an after work department mixer. Your teams may find themselves with renewed creativity and enthusiasm for doing great work!

Happy 2010!
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Exploring Personality Profiles

2009-02-23T12:06:00.000-08:00

Information About Personality Types

Here's some web information on personality typing I found fascinating. It's a good read if you've ever wondered why you may view things differently than your client, friend, spouse, boss etc. It's fun to "find" yourself through personality profiling. I'm an ENFP by the way. To learn more about yourself and others go to the source at http://www.personalitypage.com/

Personality typing is a tool with many uses. It's especially notable for it's helpfulness in the areas of growth and self-development. Learning and applying the theories of personality type can be a powerful and rewarding experience, if it is used as a tool for discovery, rather than as a method for putting people into boxes, or as an excuse for behavior.

The theory of Personality Types, as it stand today, contends that:

An individual is either primarily Extraverted or Introverted
An individual is either primarily Sensing or iNtuitive
An individual is either primarily Thinking or Feeling
An individual is either primarily Judging or Perceiving

The possible combinations of the basic preferences form 16 different Personality Types. This does not mean that all (or even most) individuals will fall strictly into one category or another. If we learn by applying this tool that we are primarily Extraverted, that does not mean that we don't also perform Introverted activities. We all function in all of these realms on a daily basis. As we grow and learn, most of us develop the ability to function well in realms which are not native to our basic personalities. In the trials and tribulations of life, we develop some areas of ourselves more throughly than other areas. With this in mind, it becomes clear that we cannot box individuals into prescribed formulas for behavior. However, we can identify our natural preferences, and learn about our natural strengths and weaknesses within that context.

The theory of Personality Types contends that each of us has a natural preference which falls into one category or the other in each of these four areas, and that our native Personality Type indicates how we are likely to deal with different situations that life presents, and in which environments we are most comfortable.

Learning about our Personality Type helps us to understand why certain areas in life come easily to us, and others are more of a struggle. Learning about other people's Personality Types help us to understand the most effective way to communicate with them, and how they function best.

Practical Application for Personality Types

Career Guidance - What types of tasks are we most suited to perform? Where are we naturally most happy?
Managing Employees - How can we best understand an employee's natural capabilities, and where they will find the most satisfaction?
Inter-personal Relationships - How can we improve our awareness of another individual's Personality Type, and therefore increase our understanding of their reactions to situations, and know how to best communicate with them on a level which they will understand?
Education - How can we develop different teaching methods to effectively educate different types of people?
Counselling - How we can help individuals understand themselves better, and become better able to deal with their strengths and weaknesses?

For more info go to: http://www.personalitypage.com/

USPS Upcoming Self Mailer Regulations

2009-02-09T08:00:00.000-08:00

Just a quick update for all the folks out there using a self mailer format for your DM communications. The USPS has apparently been having several mechanical issues while processing some versions of self mailer formats. They have recently concluded testing on several format types to identify key design considerations. Below are some notable changes to the existing rules that you may want to incorporate into your self mailer designs after May 2009. Not doing so may invalidate your ability to receive the USPS automated rate on your DM campaign...ouch!

Changes include:

A new definition of folded self-mailers which limits pieces to those made from one continuous sheet of paper.
Maximum size: 6 inches high by 10-1/2 inches long by 0.25 inches thick.
Paper stock from 50 to 70 pounds, depending on the design of the mailpiece.
Increased size, placement, type (non-perforated) and number of tabs

To learn more details about the upcoming changes click here. Information courtesy of NASML Inc.

How SMART is your Overall Marketing Effort?

2009-01-03T10:51:00.000-08:00

Many believe that budgeting for and distributing corporate marketing materials and promotional items is part art and part science. However, one of the reasons why most marketing managers rely more on gut instinct for their marketing spend is that in many instances, real time data is hard to come by.

How easy is it to determine (1) how consistently are we using our promotional materials AND (2) how much of what materials are being used AND (3) exactly for what purpose. The marketing budget in most companies is significant. Managers are forced to rely on anecdotal data from the sales team on fulfilling their needs for printed marketing collateral and promotional items. This is a potentially wasteful and hard to trace. So there is a tendency to either throw unnecessary money at the problem or allocate the budget in a way that could be more effective given better data.

One of our successes at dbpchicago has been in helping our corporate clients to gain control over their marketing budgets and order economically with better data reporting. We call our program SMART, which stands for Supply chain Management and Requisition Tool.

In the simplest terms, we create a custom online order system for your corporate printing and promotional sales materials, and then help you excercise controls via access through cost center logins. We then overlay reporting functionality and control usage through predetermined budgets and order amounts.

The result is a win/win - where your sales team feels better serviced and more empowered, and management feels more in control of its marketing budget with less waste and better branding and control over its corporate identity standards.

For more information or questions on our SMART system, please email bobk@dbpchicago.com or call direct 312.377.6007.

The DBP Holiday Party

2008-12-19T13:00:00.000-08:00

During the holiday season, we try to take a little time to unwind at dbp. For the third year running, we hosted our floor/office Holiday Party for our 4th floor at 656 West Randolph on Friday, December 19th. The highlight of the afternoon was when John Johnson of Johnson Trading and Bob Kenehan of dbpchicago jumped in on trumpet with jazz pianist Dean of the Chicago Federation of Musicians Union for a surprise jazz rendition of O Christmas Tree. Food and beverages were served along with the sharing of some good stories and cheer. Everybody got to learn with amazement that yes, Bob can play the trumpet (although not half as good as John)

The Value of Good Design

2008-12-19T07:30:00.000-08:00

Managing your brand is critical to your marketing success now more than ever. Few consumers will base their purchasing decision on the revenue stream, employee count, or years in business of your organization. Big or small is not what counts — it's the perception of your brand that matters.

Proper design and management over your corporate identity is one that will see returns for years to come. A honed, well executed, and consistent corporate brand campaign will not only attract your target clientele, but it will help build customer loyalty and confidence in your products or services. Furthermore, the process of refining your corporate identity often leads to a sharper focus within your business.

At dbpchicago we always seek to uncover the unique qualities that define an organization before we develop identity design concepts. In so doing, the brands that we help build are congruent with our clients' strategic marketing plan.

Top 5 Tips on Word of Mouth Marketing

2008-12-15T07:55:00.000-08:00

Listed below are some of my "aha" moments gained while attending a conference last week held by marketing expert Andy Sernovitz, CEO of GasPedal http://www.gaspedal.com/ Andy runs a terrific program called The Word of Mouth Crash Course and is author of the book: Word of Mouth Marketing: How Smart Companies Get People Talking. I recommend attending the course. Click here to see upcoming events.

1. Ethics and good service come first.

2. Give your clients a reason to LOVE you and your company.
Remember the feeling of young love? You wanted to tell everyone. Create those moments for your clients by exceeding their expectations and you will create a reason for them to tell the world about you and your company.

3. Market to your "talkers" and get them talking.
Look for marketing opportunities to educate those that will indirectly recommend your product or service. Develop outreach programs to your referral base.

4. Create multipliers within your marketing effort.
Make it easy for your clients to refer your services and create viral opportunities. For example, create a "Tell a Friend" on your website. Hand out interesting and useful marketing materials that invite others to share - multiple coupons for example. Freely give away branded items that create a buzz about your product or service. Use internet forums and blogs to inform and edutain (educate and entertain).

5. If it's not worth talking about, it's not worth doing.
Creativity creates results. Get outside of the status quo and get your customers talking about you.

Let the Force Be with You - Advertising Speciality Items

2008-12-14T19:49:00.000-08:00

Hi, it's Bob Kenehan, president of dbp|chicago. There is good reason why so many marketers refer to promotional or advertising specialty items as "trinkets and trash" or "tsochkes" (Yiddish for “trinkets”) First of all, from a moral and environmental perspective, it's really wasteful to hand out marketing trinkets that will be immediately tossed into the trash. Even items that are promoted as "green". Take those really cheesy mini desk calendars you get from your insurance agent for example. Your Agent selected the green calendar this year because it was printed on 100% recycled paper . . . but you still pitch it. (and I keep thinking of all of those kids chucking their unopened McDonalds Happy Meal toys into the trash that end up in land fills . . . one of my pet peeves )

I think of all of the unwanted, cheap or unnecessary promotional items as "the dark side", whereas the really impactful items are the "force". And what a boon it is for your sales force or your marketing effort when you develop a campaign around the "perfect" viral giveaway item that creates a wow factor or a buzz. The ROI on great giveaway items is HUGE. My feeling is it's your moral marketing responsibility to hand out useful promotional items that people want . . and want to keep.

In my experience, there are three things that make for a high ROI ad specialty program. (1) Quality, (2) Uniqueness and (3) Relevance to your target audience.

We have created many memorable programs for our clients. And the funny thing is that budget is not the driver between a good promotion and a bad one. There are many super inexpensive items that are still unique, high quality and speak to your tarket market.

A really great example is from a company called Image 3D http://www.image3d.com/ Image3D is the premiere producer of custom View-Master style viewers, reels and 3-D promotional tools that help companies communicate their marketing messages in unforgettable ways. For about 6 bucks you can create a great giveaway that is fun, unique and of high quality. Here is a link to some great sample success stories http://www.image3d.com/viewmaster_profiles.php

Another successful promotion that comes to mind was with one of our clients, SPSS, who are leaders in predictive analytics software. http://www.spss.com/ Their target audience are highly educated marketers, social scientists and statisticians, (mostly male) Very techie types. We found one of the most successful and coveted items have been the SPSS white retro plastic pocket protectors. Super inexpensive item. Go figure, but they love them because (1) they are high quality (2) they are unique (where do you go to BUY a pocket protector?) and (3) they are relevant and useful to the target audience. When I say love, I mean the SPSS clients LOVE the pocket protectors. (And we love thinking up this stuff)

If you are interested looking for ways to help find the next cool giveaway item for your company, please call us at 312.263.1569 or to start your own search you can go to http://www.dbpchicago.com/promo.htm Cheers, Bob

Aaron - Art Director for dbp|chicago

2008-12-12T11:10:00.000-08:00

Hi, this is Aaron Weinstein, art director for dbpchicago. I am here to share and discuss graphic design and web related topics. I can be reached at design@dbpchicago.com

Welcome to the Brainstorm forum!

2008-12-11T13:38:00.001-08:00

Hi, this is Bob Kenehan, president of dbpchicago. Welcome to the Brainstorm forum. This form was created to share great marketing ideas, answer posted questions and share our successes in promoting our clients' marketing efforts. We hope you find the posted information useful, and please feel free to contact us through the blog or by emailing me at bobk@dbpchicago.com or direct at 312.377.6007 Cheers, Bob