1. Your logo here
MARKETING
ADVISOR
ISSUE FORTY-TWO
also in this issue: Using QR Codes to Bridge the Gap to Video • Get the Most out of Your Mail

2. 1
photos ©istock.com
What types of videos
make sense for
integration with print?
Start with packaging and catalogs.
While in the retail aisle or flipping
pages, the consumer scans a QR
Code of the package, print ad,
or point-of-purchase display and
is connected directly to a video
containing product demonstrations
and consumer reviews. Nothing
says, “Buy me!” like a customer
raving about a product. Or reduce
tech support and customer
service expenses by using QR
Codes to connect customers
to “how to,” troubleshooting,
and installation videos.
The “show, don’t tell” principal
applies to fundraising too.
Nonprofits are pointing QR Codes
to videos showing donors how
their donations are being spent.
Samaritan’s Purse has done a great
job of adding QR Codes on the
outside of its mailing envelopes to
share videos not only with donors
but also with anyone who comes
into contact with the envelope.
There are all sorts of creative
applications. Australia Post is urging
gift senders to shoot a 15-second
video of themselves speaking to the
recipient, which can be viewed via
a QR Code on the package. You can
imagine creative applications for
holiday and other gift cards, as well.
Want to maximize your production cost and
efficiency?
Let us look at your print and document
Some tips for creating
great marketing videos...
E Know your audience.
Create content that will be relevant and
engaging to them.
E Don't be boring.
Whatever you do, don’t have someone
standing in front of a camera reading the text
of your corporate brochure!
E Keep it short.
Consumers have very short attention spans,
especially on mobile devices.
E Make sure it works.
Make sure that the video is playable on a
mobile device.
E Make it readable.
If you are using text and graphics, ensure that
they are large enough to be readable on a
Video is the darling of marketing, and for
good reason. Video content is engaging,
exciting, and memorable. It is also highly
relatable. People can connect with video in a way
they can’t with other media. Think YouTube and Vine.
Using QR Codes to Bridge
the Gap to Video
If you want to catch someone’s eye, use video.
But how do you follow this principle in print?
Use QR Codes.
What will your creative application be?

3. Here are some risks to
disconnected data:
Reduced
customer
satisfaction.
Every time mail
gets lost or delayed,
every time a mail piece arrives
with the wrong or outdated
name, or every time you offer
to sell a long-term customer a
product they already own, you
risk alienating that customer.
Elevated costs.
The average cost
of every piece of
returned mail is
$4. This is not just
the postage and printing. It’s the
cost of the piece coming back
to you, the cost of figuring out
what went wrong, and the cost of
taking the time necessary to fix it.
Lost sales.
How many
marketing
opportunities
are being lost
because data on customers’
preferences and behavior are
siloed in different departments?
That translates into lost revenue.
What’s the solution? Let’s look at five steps commonly discussed in
the mail industry for closing the loop on the document lifecycle.
3
photos ©istock.com
DON’T IRRITATE YOUR
CUSTOMERS WITH
DISCONNECTED MAIL
1
Connect inbound mail
to outbound mail
Centralize data capture 2
3
Get the data out
of there!
4
Look and learn
5
Put it to use!
Build in tracking mechanisms that allow your clients to connect the
incoming to outgoing mail. This is as simple as adding a barcode
unique to each participant. When the response envelope comes
in, the barcode is scanned. This connects the incoming mail to
the outbound file, linking the customer information together.
Centralize all of the mail processing in one location. Capture
mail coming in from marketing, sales, customer service,
Web forms, and anywhere else in your company.
Your mail contains lots of important details that can be useful to
your print marketing. Extract all the data you can, including names,
addresses, channel preferences, transaction history, and data from
customer surveys. Input it into a centralized database that can
be accessed throughout the organization. This way, no matter
which department accesses the database, they get a 360-degree
view of the customer and the most current information.
Assign someone with a strong marketing and data
background to look at your database to understand what it
is telling you. Contained in there are critical nuggets about
customer behavior, channel preferences, and more. Need
help? We can recommend third-party services that will
do data analysis and profiling for a reasonable cost.
With a closed loop on your mail communications and a
centralized, up-to-date database accessible by all departments,
you have a powerful marketing tool at your disposal. Take what
you can learn and use it to improve your targeted and personalized
direct mail marketing or other customer communications.
GET THE MOST OUT OF YOUR MAIL!
If you’re like most companies, you have customer
data in many places, but these communications
are siloed. Each department or business unit
does its own thing, so end users get bombarded
with different, disconnected mail pieces. This
not only wastes your marketing dollars, but it
can irritate your customers too. Closing the
loop on your inbound and outbound mail can
result in benefits you don’t want to miss.

4. photos
©istock.
KEEP THE
CONVERSATION
INTERESTING
Have you
ever gotten
stuck on a
train, an airplane, or a long
car ride with someone who
is incredibly talkative but also
incredibly boring? You might be
unable to think anything but, “Are we
there yet?” You don’t want this to be the
way your customers think about you!
Print marketing doesn’t have to
be dull. When developing copy for
communications such as postcards,
mailers, and customer newsletters,
think beyond the product promotion.
Mix up the writing style to capture
interest and create engagement. Sure, you
are trying to sell products and services,
but you’re also trying to deepen customer
relationships and reinforce brand image.
So break out of the mold when it
comes to content. Mix humor, education,
shock value, social
conscience, and
unique content into
your print marketing
and watch
your customer
engagement soar.
PRINT MARKETING
DOESN’T HAVE TO
BE DULL!
SHOCK VALUE
Shock value can grab attention and
increase retention, as well, but it has to
be handled carefully. One milk company
has gotten some attention for printing
the back of its delivery trucks with, “In
case of accident, bring cookies. Lots and
lots of cookies.” Not only does shock
value capture attention, it’s a great way
to get people talking about you.
SOCIAL CONSCIENCE
Most consumers want to think of
themselves as good neighbors. Content
that reflects brand marketers as
environmentally sensitive, good global
citizens, and concerned about social issues
creates positive brand image and
brand association.
TRULY UNIQUE
Create content that is truly unique—content readers won’t
get anywhere else. Angry Orchard, an adult beverage company,
did this when it added QR Codes to its packaging that takes
customers to an animated Talking Tree app. There they can
select a tree (complete with eyes, nose, and mouth), be asked a
question, and after typing in the answers, the tree will speak it
back to them in hilarious accents. Each tree represents a different
product line, and as customers access the
app over and over again, it reinforces
brand awareness and exposes them
to different products they might
not have been previously aware of.
EDUCATIONAL
This is straight talk on products
and services that most marketers
are familiar with. This includes
case studies, customer
testimonials, and tips and tricks.
HUMOR
In addition to breaking up the
“same old, same old,” humor increases
retention. It’s why brand marketers use it so
often. Alka-Seltzer wins smiles with its print
ad of a man, bleary-eyed and hair a mess,
trying to wash dishes with a kitten instead of a cloth,
with the tagline, “Hangover is dangerous.” So does
Bose with its ad for its noise-reducing headphones,
showing a man jamming to tunes as he pulls the
oars on a rowboat, blissfully unaware that he’s
about to back himself over Niagara Falls.
photos ©istock.com
Copywriter’s Humor:
What did 0 say to 8?
“Nice belt.”
5 Styles of Marketing
Content You Can Use in
Your Promotional Mix:
5

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MARKETING
ADVISOR

6. 8
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The more you know your customers, the better you
will be able to develop relevant marketing campaigns.
So how well do you know your customers?
The starting point for any good targeted, personalized
campaign is knowing the make-up of your audience. If you
don’t have this data, send out a direct mail questionnaire,
blast an email survey, or conduct a focus group. Set up
survey forms on your website or append your list with
data from a third party provider to fill in the gaps.
But don’t stop there. Ask yourself what you might not know
about your audience that would help with your marketing later.
When the National Hockey League started 1:1 communication with
its customers, for example, it kicked off by asking
them to fill out a survey that indicated,
among other things, where they lived
and their favorite hockey team. The
NHL discovered that 40% of its fan base
lives outside their favorite team’s home
market. Imagine the marketing
opportunities for the league!
DO YOU REALLY KNOW
YOUR CUSTOMERS?
QUESTIONS TO HELP YOU KNOW
YOUR CUSTOMERS BETTER:
There are an infinite number of questions
you can ask, but they all start with knowing
who your customers are in the first place.
WHAT’S THEIR DNA?
Know your customers from the
inside too. If you already have a
marketing database, you might want
to invest in basic database analytics.
Identify your top 10% of customers
by frequency, volume, and revenue.
HOW DO THEY LOOK?
Take into consideration
what your customers "look" like.
Then create a profile.
HOW DO THEY
MEASURE UP?
What do they have in common (age,
income, marital status, ethnicity,
purchase habits)? In a B2B environment,
you might look at vertical market,
employee size, and annual revenues.
WHO'S LAST?
You should also know your bottom
10%. What do they look like? Are they
customers you think you can woo back? Or
should you focus on the ones that are the
most profitable for your company instead?
SURPRISING EXAMPLES
Let's look at professional sports fan demographics:
AFFLUENCE. When we think of hockey fans we
might think of demographics such as age, gender,
and region of the country in which the fan lives.
But did you know that National Hockey League (NHL) fans
are also the richest sports fans in the country? Out of all of
the major league sports, the NHL has the highest percentage
of fans earning more than $100,000 per year (33%).
RETIREES. Which sport attracts the most
retirees? While we might expect Professional
Golfers’ Association (PGA) fans to have
the highest percentage of retirees, did you know that
half of Major League Baseball (MLB) fans and nearly
half (49%) of NASCAR fans are retirees, as well?
WOMEN. Which sport has the highest female
fan base? 37% of NASCAR fans are now women!
Q: WHICH NATIONAL
SPORTS LEAGUE HAS THE
YOUNGEST FAN BASE?
A: The NBA. Nearly
one-third (32%) of its fans
are 18–34 years old.