Thursday, July 30, 2009

Improving Direct Mail ROI

There is no reason to spend money on direct mail unless there is a good ROI on the piece. If the direct mail or marketing material does not increase awareness, sell more services or sell more product then there is no reason to invest the money.

One of our duties as a communications company is to help our customers increase the effectiveness of their direct mail and other marketing material. There are many ways to increase ROI and one source for this information is the DMNews website. Recently DMNews ran an article on five ways to increase direct mail ROI.

The first of the ways was to write less copy. Most companies feel the need to try and answer every possible objection in the copy of one direct mail piece. But the reader wants a short read with a clear call to action not a novel.

There are four more great tips at the websites article that are worth the quick read. Hope you enjoy the information and are able to increase the ROI on your direct mail and your marketing materials.

Friday, July 24, 2009

Sustainability Matters

Being in the printing industry, many people would assume we are not fans of sustainability because of the amount of paper we use in our manufacturing process. Interestingly, that does not have to be the case. Recently International Paper, a large paper company, shared some facts about the paper industry that apply to what we produce.

- 20% Less CO2 is used per year by a person reading a daily printed newspaper versus a person reading web-based news for 30 minutes a day.
- On average it takes 500 kilowatt-hours of electricity to produce 440 pounds of paper, the typical amount of paper each individual uses in a year. That’s the equivalent of powering one computer continuously for five months.
- It costs an estimated $2.8 billion of energy to leave computers sitting idly overnight in the U.S. On a CO2 basis, that’s an amount equivalent to four million cars on the road.

At Hopkins Printing, we have a seven part sustainability program including recycling press sheet paper waste, recycling light bulbs, recycling metal printing plates, we have a green space behind our facility, we have an office recycling program, we use soy based inks and we recycle our pressroom chemicals. We take seriously our stewardship of the environment and how we leave what we use for future generations.

Our belief is that printing is a part of the marketing mix that can increase the impact of a brand and help drive customers to purchase products and services. We are proud to be a responsible part of that process.

Friday, July 10, 2009

In-N-Out Burger

Marketing is a tough discipline to master. There are so many approaches and opinions that the goal of becoming a marketing expert can quickly become cloudy. One company has seemed to have mastered the art of simple marketing. This is a way to develop a simple brand, with a simple concept and simple marketing in a way that works together and is successful.

Businessweek recently had an article about In-N-Out Burger and the way they are able to build a brand and do marketing in a nontraditional way. Sometimes the best strategy is to stick to what you are good at and then continue to improve over time.

What is the simple message you can send to your customer? What is the single area you can improve to best serve your customer? What one thing can you stop doing today that does not bring value to the customer? Simple questions - but not simple to implement.