The best promotions are those that let customers experience products in their own hands.
According to the Promotion Marketing Association, a whopping 75% of customers say they’ve become aware of a product through some sort of sample.
But while free samples usually conjure up images of grocery stores and mall kiosks, marketers may be surprised to learn they can attach a sample to their direct mail pieces too.
Direct mail sampling is a unique way to add value and generate awareness around a particular product. When done well, direct mail samplers deliver brand engagement motivating recipients to redeem coupons and make purchases.
Each year, the U.S. Postal Service (USPS) offers a series of promotional programs to help companies improve ROI for their direct mail campaigns.
This year, the Postal Regulatory Commission (PRC) has green lighted five promotional programs throughout 2016. While this year’s schedule looks similar to last year’s, it’s important to consider the dates of these programs to plan your campaigns and submit your registrations on time.
The chart below gives a general overview of the start and end dates for each promotion, broken up into first-class, standard and combined categories. We’ve also summarized some key details about each of the five programs below, along with links to their full descriptions if you’d like to learn more.
As a person responsible for a service that helps our clients go digital, it may come as a surprise that I think the often-discussed “paperless office” is a myth.
Despite paperless predictions dating back to the 1960’s, I can tell you with certainty that I have not encountered a single organization that has achieved this ideal in 2016––more than 50 years later.
Given we have the technology to digitize the entire human communications process, you may wonder why.
SAP Ariba, was one of the first major internet software and service companies to bring the procurement process online. Until then, procurement was primarily an offline task, involving mountains of paperwork and hours of wasted time shopping around for the right seller.
Today, SAP Ariba has become more than just a tool. It’s a community of companies all using its proprietary procurement software to make inter-enterprise commerce simpler and cheaper.
But where SAP Ariba has succeeded in building an easier, more affordable enterprise marketplace, others are starting to explore ways to make the procurement process faster.
Managing the modern marketing supply chain is, at best, a difficult balancing act between end users, suppliers, systems, costs, and risks. At worst, it’s a logistical nightmare that can derail a great campaign before it gets off the ground.
The problem at the center of most marketing supply chain issues is actually quite simple:
The demands on the modern marketing supply chain is simply too much for traditional management systems to handle.
Tools and processes that may have worked for years are proving ineffective at controlling the increasingly complex task of planning, producing and promoting marketing messages on a large scale.
“Customer intimacy” is one of those terms that sounds great, but leaves you scratching your head when it comes time to act on it.
There’s no denying consumers are hungry for more meaningful relationships with the brands they chose to engage, but even in 2016, many companies still struggle to define exactly what that relationship looks like and more specifically how to get there.
For those who are still hesitant to take that first step toward implementing a customer intimacy strategy themselves, we’ve broken down the basics of the strategy into three main components.
“Motion cards” have come along way since they started appearing on the sides of cereal boxes in the 1940s.
Thanks to modern printing technology, marketers have been using this unique print technique to catch our attention on everything from movie posters to magazine covers––even large format ads on city streets.
The idea behind Integrated Marketing Communications is simple: create a seamless brand experience for consumers across every channel. But until recently, making that a reality was anything but simple.
Without a tool built specifically for managing communications across channels, marketers often resort to building complex “franken-systems” forcing otherwise separate tools and platforms to “work together” as one.
In addition to being a management nightmare, these “solutions” are often incredibly fragile as each component evolves and grows separate of the others.
Thankfully, there are tools today designed to harmonize your brand across several channels without the hassle or the headache.
Let’s briefly revisit what integrated marketing communications encompass, outline its benefits, and highlight how new tools are making it much simpler (and cheaper) to achieve.