Darwillisms | Winter 2013

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Are You Combining Mobile With Print?

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How Do You Measure Success?

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Updates From The Post Office.

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Darwillisms in Detail

White Paper workflow

Timeless Truths about Brand Loyalty Needs

Beltone Electronics Corporation has been a customer of Darwill’s for over 30 years. In that time, Darwill has moved from printing flyers that get mailed with a cheshire label (remember those?) to providing a robust marketing By Denise Lee Yohn, brand as business bites™ engine that includes: •

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35 customizable direct mail templates in a web–to-print application

year Yogi Berra once lamented limited to consumer What do companies it used to do be.”you Today, have a related • Integrated data and results trackingpackaged goods, so the findings may not apply to complaint: “Brand loyalty ain’t• what it usedpieces to be.” 30+ million of mail annually all categories. Also, the analysis defines loyalty as when you have 131 “greater than 50% of buyer’s total purchasing is of a No longer can brands expect long-term loyalty, even • 1,500 dealer stores supported single brand, not including private label.” different inventory from their most faithful customers. As economic

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paper workflow.

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quick marketing tip

A campaign testing environment that tests 48 new campaigns a that • “The future ain’t what The scope of the report is

pressures mount, competitive landscapes shift and life items, twice a week One of the challenges of having this many “moving parts” with a program simply happens, it may seem pointless for companies While you can argue whether or not this is of this scale was the management of the inventory of pre-printed masters to try to lock in customer loyalty. mailing schedules an accurate definition of loyalty, the report (or shells) that would have to be produced, cut, and stored. These shells would needGroup to be pulled from inventory every week for imprinting (laser points to a few truths about brand loyalty Nonetheless, the folks at SymphonyIRI & 30 million pieces personalization) for the twice weekly production run. The coordination and released a study titled “Brand Loyalty: How which stand on their own and which stand around this effort slowed productivity and production Brandspace Equityrequirements Impacts Brand of mail aUnderstanding year?? the test of time. schedules, affecting in-home dates. Loyalty and Delivers to the Top and Bottom You get a white Line,” which attempts to deconstruct the drivers of brand loyalty. Solution

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One of the reasons Darwill installed our Oce 3500 inkjet press one Pryear ivate label enjoys ago was to help alleviate challenges like this. This groundbreaking technology loya lty too. allows for 4/4 color personalization for long run direct mail (among other “Private label products have captured products) in “one pass”. No more pre-printed shells cut to size and then the attention, the respec t and the wallets fed through a laser printer. In this “white paper workflow”, blank paper of American consumers ,” the report starts on one side of the press, and cut to size, 4 color personalized letters As brand t o n declares. The researche rs found nearly Price does e. are ready for folding and mailing. These letters (with any variation of 4 color loyalty all consum u l ers purchase private bra a v nd equal images allincreases, integrated in) allows for: consumers products these days, and more than ves loyal ri d e lu va onwhen less sensitive e in three actually seek • A singleare production stream allowing for postage savings Perceived report out private ehavior. The label products. to price changes. common formats are used es purchase b m ti en h w en ev explains, “… s are important. • No inventory hough 47% of consumers While to marketers knowaway this at the end of a Alt manage may or throw campaign nd ra b t, are buying h g ti e e th ar f o xt more private label today te n intuitively, SymphonyIRI reports co e th in versus before the , • f Flexible testing environment-add test groups without o d rl However o w economic downturn beg category data to prove the point: nservative an, the strength interrupting production new, more co de value of private label isn’t sim vi ro p “In sugar and butter, where loyalty at th s d ply n a result of ra t b u , o G P ab C n’t • Quickerismanufacturing belt-tightening. Consume time because less material handling pretty low, substantial priceof hikes But value is r perceptions are critical.” of the quality of private have led to sharp drops in loyalty label products price alone. hav en e become quite favorable h w during the past three years. In blades at th d n u in some fo s er categories. Across retail Downloadand the dish full case study at detergent, ondarwillisms.com/HolliaPickett631 the other The research d decisions, 79% cha nne ls, store n ra b brands are viewed as off and hand, relatively high brand loyalty it comes to ering the same or sider price n co s er m better quality as nation has continued to grow despite rather of consu ge and al brands by more er past usa than 50% of the populat so al s sharp price increases.” 76% consid er p p o h ion. S . d n ra b trust of the Private label loyalty is str household f o This should be good news to the ts es u q ong and growing factor re in-store across many of the top many companies whose categories duct labels, ro p 100 s, CPG categories, er b mem re into the report shows. have been hit with rising raw d much mo an ys la p is d material and manufacturing costs. decisions. Concluding recommend their buying ations come ple It suggests that consumers accept eo p y str an aight from the report: m e as d n te “I Further, twic some price increases—loyalty is t, the statemen • Invest heavily in establ agree with leverage. e me ishing and ems that giv it strengthening brand loy ” ey to buy the n o alty, focusing m e th r And just because a category may lue fo on and delivering agains the best va nd to t the most te “I , g n not inspire high loyalty in general, ei re meaningful needs of key as those ag and target item.” ce ri p t it’s not stuck. The research es w shoppers. buy the lo t shows that brands can still build can’ line, brands • Leverage frequent and So, bottom lty loyalty during inflationary times. ya granular lo to in s mer assessments of core and bribe custo Chocolate candy is an example target shoppers to ensure a com with price. of a category with relatively prehensive and always-current under low average loyalty (16%) that standing of value drivers for key cat has seen an increase in loyalty egories and brands. between 2008 and 2011.

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Combining 10 ways to use & qrPrint? codes Mobile GUEST, ARE YOU

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Restaurants & Cafes When you give customers their bill, Add QR codes to your direct mail pieces, your include a branded invoices, and your envelopes. Leave the phone card with a QR numbers, the URLs, and the tear-out forms. Just code on it. Direct add QR Codes as an optional way to respond. customers to a mobile Media site where they can Use QR codes leave feedback and in magazines, Short Codes: download a coupon newspapers and books a return visit. Start using short codes forfor promotions. ForYou to give readers an capture their data example, “Text ‘SUPERDEAL’ to 0550 and receive interactive experience. and gain information your free coupon!” This not only gives your Use a QR code in a that can help improve customer a way to respond to the promotion news story, link it to your service; immediately, butand it gives you their mobile phone photos and videos, they get an numberreaders for future contacts. encourage to marketing incentive. leave comments about It’s a win/ the article. win! Text Alerts: QR Codes:

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Too get pumping, check you your have imagination a mobile strategy out theseof10 different waysplan? to use QR as part your marketing codes in 10 industries: If not, it’s time you did. We all know how important email and a Web Transport & Travel presence are to customerMake marketing. travel interactive! Use QR codes on advertising panels in Now, according to research by Prosper buses, Mobile Insights, more consumerstrains are & planes linking to websites where people can conducting these activities exclusively get additional details about their destination. Or what on their mobile phones.

about making the QR code go to a game or a story For example, more than half of mobile that kids can enjoy users say they access email only on their while traveling? mobile phones. Forty-five percent do Internet searches only on their mobile phones. Think Offer to send text alerts as a customer service. about it—consumers are scrapping their Sport & Fitness Entertainment Restaurants offer to text patrons when their computers in favor of their mobile devices. tables are ready. Doctor’s offer to text Ever visit a gym and wonder how offices a QR codes can be used on As consumers transition their everyday appointment reminders to their patients one day certain piece of equipment works? QR marketing materials promoting activities to the mobile world, you need to codes next to gym equipment could ahead of time. Walmart uses text messaging very films, bands and theater shows, have a strategy for reaching them at that level. direct gym members to videos explaining effectively to alert customers when their photo allowing people to view previews You need to go where your customers go. how to lab useorders the equipment are readyand for its pick-up. and hear songs—ultimately benefits. encouraging It’s time to start incorporating mobilethem to buy tickets. marketing into your print marketing mix. Mobile Landing Pages: This doesn’t need to be complex or overwhelming. To Leisure the right&are a fewAttractions simple, your business. Family Hotels & Tourism Create a mobile website forRetail easy steps to get you started. Template-based software makes this easy. If Make family attractions, Place QR codes on Not enough room you’re not ready to launch a full mobile site, such as museums, more fun marketing materials that in the shop for all you can still begin to create mobile-friendly landing by putting QR codes next lead to a video of things to do of your products? pages for specific promotions. Especially when to exhibitions linking to and places to see. This gives hotel guests Putyou images of Contributed by: using QR codes, be sure that are sending presentations and videos a quick and efficient way to discover more products Jill Schwartz toInternet a mobile-optimized page. that not only educate but more. Check to see ifpeople wireless with QR codes Executive Account also entertain. is available and free to use where you’re in spare areas, d: 708-236-4996 placing the QR you codes. When think “mobile,” you don’t necessarily have to think such as changing e: jschw@darwill.com about mobile payments . . . yet. It doesn’t have to rooms or be about selling products. The first step is simplyavailable getting customers Supermarkets & Grocers wall engaged with you on a mobile basis. Then imagine where that Education panels. It allows Try placing QR codes next to products relationship can go over time! customers to or on product packaging. The QR codes Use QR codes on workbooks and find more can lead to online recipes helping learning materials to direct students products, promote other items available to online resources. For example, download in the store. The shopper point them to a repository coupons or leaves prepared to cook of past exam questions. order online. a delicious meal and the Order FREE Personalized Note Cards at store sells more products!

darwillisms.com/HolliaPickett631

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Case Study: visual content

& engages Lead Nurturing captures Boosts Conversion audiences

Rate by 400%! V

isual content marketing has become an SEO is the process of improving your company’s effective tool for marketers to reach their visibility in search engines. Highlighting key target audience and promote their brand in terms that customers may use when searching Guest, an interactive way. In a recent webinar, Maria for a product is something to keep in mind when are you missing sales because your uploading print marketing is It generating leads butyour Pergolino of Marketo andopportunities Jason Lankow of content. will affect how often your salespeople aren’t able to sift through on up theinmost qualified quickly Column Five Media discussed numerous ways them and site act shows search results. leads A number of that companies can incorporate visual content platforms allow marketers to take advantage enough? Is the effectiveness of your marketing campaigns being impacted by a limited view of in their marketingIf campaigns. Below are key of visual content, including but not to the customer? so, you’re not alone. Fortunately, there is good news. Let’s look at limited one large points and excerpts from their webinar. Pinterest, YouTube and Facebook.

international company that took the time to integrate its lead generation and lead nurturing

Many marketing campaigns include content programs, creating a holistic viewvisual of the customer and boosting its conversion rate by 400%! to draw in prospective customers and avoid Photos content overload. Oftentimes when we read an Photos are a great way to link your Let’s see how didenough it. article, we do notit have time to read all of content to social media sites and the and we useful For “warm� leads (people who showed an interest in Thetext company wasskim, highlypotentially successful missing and generating increase readership. With 80 million users the company’s products but who were not necessarily a very high volume leads. The company’s information. Manyofcompanies are now taking on Instagram andcompany 20 million users on ready to buy), the developed a lead nurturing challenge was thathuman it was not qualifying advantage of the eye’s interestthose in visual Pinterest, linking your content to photos process that communicated with those leads in relevant leads and distributing them this appropriately to the images and incorporating in their marketing is a key ingredient in driving interaction and timely ways until they became sales-ready. right salespeople to follow up on a timely and strategies. Six types of visual content give between customers and products on effective basis. The results? By increasing the efficiency of its campaign marketers creative and fun ways to promote a media platforms. execution and setting up an automated process for The company began to photos, channel all of its customer company or product: videos, infographics, nurturing leads until they are ready to be distributed to information—customer service contacts, visual note-taking, comics and memes. Pinterest is a media platform based on images and transactional data, marketing data, Web data—

into a single, comprehensive database. This gave Before including visual content in your marketing it a 360-degree view to of its customers’ plan, it’s important follow the keybehavior. steps to Not justthat during thecampaign sales process, but from the ensure your is a success: lead generation all the way to conversion. Then

the•company Create ade-duped compelling storycleansed it, and its data, standardized • Choose it. the right type of content With its data clean, accurate, and in one

centralized • Find the right partners location, the company was able to theon effectiveness of its lead generation improve • Focus great design and branding efforts. It was able to deploy multi-channel

campaigns • Promote your content strategically using information and knowledge about the customer gained from other channels

Once you’re ready to advertise content, the through which the customer was your interacting. next step is to decide which platform Communications were also will morebe most beneficial to your campaign andbased reachon your precisely targeted a target audience. An aspect to consider when uploading holistic view of that customer. visual content is search engine (SEO). Using this optimization information, the marketer implemented a comprehensive lead qualification and distribution process that put qualified leads into the hands of the right salespeople at the right time. 1

a sales channel, the company has increased its lead-to-

aopportunity perfect example of how content 400%! can be conversion ratevisual by a whopping used to promote products and brands. Pinterest Not every marketer will have the level of sophistication gives users an interactive experience to content or the economies of scale as this one, but this example by allowing them to browse and share images. illustrates the power of centralizing your data, creating Users navigate their through Pinterest a morecan comprehensive viewway of your customers, and by searching for content and liking it or repinning using that information to develop a more effective itlead onto their own page. Users are also able to generation and distribution process. upload their own images to the site with links to recipes, DIY projects and more.

Want to improve your

The more an image receives, the more likely leadtraffic nurturing? it is to appear on the site’s homepage.

Contact us.taken We acan Facebook has also morehelp! interactive approach with Timeline, giving users the option to browse through a company’s background and photos with ease. Timeline also allows companies to highlight important posts on their Don't have a limited view of your profile, such as a new product or award, and interact with customers through messaging. customer. Boost the effectiveness of your lead generation efforts by channeling all of your customer information into one database and put qualified leads into the hands of the right salespeople.

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e c i f f O Post s e t a d p U

Making images shareable allows customers to promote your content on other social media sites, drawing in other potential customers. Combining photos and text is another way to make your content visual and convey information about your company, products, services and brand.

Visual note-taking is a way to draw out a conversation at a live event, such as a webinar, and put it online in an engaging way. Followers are more likely to remember the content from a webinar if they are able to visualize it and relate images to information.

Videos Comics Video is one of the most interactive According to a series of studies done at the Univerand popular forms of visual content. sity of California, Santa Barbara, students learned 51 Whether it’s a short introduction percent more from cartoons rather than text. Visual video or an in-depth look at a content allows companies to communicate complex product, adding music and narration increases issues and present information in a way that is apretention of the information and is an interactive pealing and relatable for customers. Comics are an way for customers to absorb content. YouTube is a way to communicate a subject that may involve Major changes in 2013 for Foldedeasy Self-Mailers common tool that many companies use to promote dry text or numbers and transform it into memorable on the top will no longerpiece. be allowed • Final their brand, products andfolds events.

on the top,great will now • Self-mailers that needed only one tab Comics are also waysneed to: two

Infographics at leaststep-by-step 70# text how-to’s • Quarter-fold self-mailers will need to be • Explain Infographics are steadily increasing the flow of tabs will be allowed on the bottom • No • Profile people or teams marketing content and drawing in consumers on a variety of platforms. Infographics canpanel be formatted • Express an opinion final folded creates the non-address side of the mail piece • The into three different forms: • Connect with kids (and adults) • Static • Motion • Interactive • Sell products, services and ideas

Postage Changes for 2013

Infographics make it easy to place a quick statistic For 2013,it the hasallowing announced pricing increases on letters and and• surround in a brochure withUSPS content, Memes postcards. These increases effect on January 27th. the customer to indulge in layers of data in an will go into Memes are another fun and interactive method for appealing and visual way. sharing company information and promoting brands. good meme takes a fun approach to common Intelligent Mail Barcode (IMB) inA2013 industry topics with limited text. Including a simple Visual Note-Taking • IMB is a reality on January 28, 2013 image with a customer quote is an easy way to Similar to infographics, visual note-taking allows share for content make a brand more relatable.In marketers to a condensed way using discounts tell•a Tstory o getinthe best automation yourand mail today’s digital world, visual content plays a vital role a combination of words and images. (both outgoing and incoming) your mail needs to have in nearly every successful marketing campaign.

the IMB code

Details on all the 2013 USPS changes can be found by visiting darwillisms.com/HolliaPickett631 or by scanning this code from your smartphone.

€B^^^B€ jC"=NcNK8) D €B^^^B€

Information taken # 8( .+%DP :9 sNcu ] 2 9 ,2 uR~EY Vn#-mI H@UmD S>T&Nx$ BB from Visual Content @!///!@ wd.( 4 <-(# * }BijW Marketing: Capture & Engage Your AudienceAAAAAAA AAA A A A AAAAA A A webinar delivered by Maria Pergolino, senior director of marketing at Marketo, and Jason Lankow, co-founder and CEO of Column Five Media.

Production Notes

paper Cougar Digital Color Copy 100# Text press Darwill’s HP Indigo 7000 Digital Press design K im Pannos

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Guest at ABC Company

HOW DO YOU MEASURE SUCCESS?

Many Many of of these these are are fuzzy fuzzy terms. terms. Different Different marketers marketers use use different different terms terms for for the the same same strategies. strategies. The The point point is is simply simply to to be be aware aware that that there there are are different different ways ways to to calculate calculate response, response, and and in in evaluating evaluating the the success success of of your your campaign, campaign, you you need need to to pick pick the the measures measures that that are are most most appropriate appropriate for for that that campaign. campaign.

1 1 Conversion Conversion Rate. Rate. This This is is the the percentage percentage of of people people who who not not only only respond respond to to the the campaign, campaign, but but who who follow follow through through and and convert convert to to sales. sales.You You can can have have aa 38% 38% response response rate rate to to aa campaign, campaign, but but ifif only only 6% 6% of of those those convert convert to to sales, sales, that’s that’s only only 2.3% 2.3% of of the the original original list. list. If, If, on on the the other other hand, hand, you you get get aa 12% 12% response response rate rate but but aa 60% 60% conversion conversion rate, rate, that’s that’s 7.2% 7.2% of of the the original original list. list.That That is is nearly nearly four four times times higher. higher.

2 2 Cost Cost per per Lead. Lead. Forget Forget cost cost per per piece. piece. How How much much did did itit cost cost to to get get each each person person to to respond? respond? For For example, example, ifif you you print print 100,000 100,000 mailers mailers and and get get aa 0.5% 0.5% response response rate rate (or (or 1,000 1,000 leads), leads), at at $0.36 $0.36 per per mailer, mailer, each each lead lead cost cost you you $36. $36. If, If, you you print print 10,000 10,000 mailers mailers and and get get aa 12% 12% response response rate, rate, that’s that’s 1,200 1,200 leads. leads. At At $1.26 $1.26 per per mailer, mailer, each each lead lead costs costs you you $10.50. $10.50. IfIf you you are are measuring measuring by by cost cost per per lead, lead, 1:1 1:1 printing printing costs costs one-third one-third less. less.

Guest, Guest,need needhelp? help?Talk Talkto toMark MarkPageau Pageauabout aboutthese thesemeasures measuresof ofsuccess success and anddetermine determinewhich whichterms termsto tomeasure measureyour yournext nextcampaign campaignby. by.

3 3 Cost Cost per per Sale. Sale. Not Not every every lead lead converts converts

6 6 Lifetime Lifetime Customer CustomerValue. Value. Loyal Loyal

to to aa sale, sale, so so ifif the the campaign campaign is is aa direct direct selling selling effort, effort, you you might might want want to to see see how how much much itit costs costs to to land land each each sale. sale.With With higher higher conversion conversion rates, rates, 1:1 1:1 printing printing campaigns campaigns tend tend to to excel excel here. here.

customers customers who who purchase purchase from from aa company company over over and and over over have have enormous enormous lifetime lifetime customer customer value value (LCV). (LCV). Customers Customers gained gained through through 1:1 1:1 printing printing tend, tend, not not just just to to purchase purchase more, more, but but to to be be more more loyal loyal than than those those gained gained through through static static methods. methods. As As aa result, result, LCV LCV can can play play heavily heavily into into the the cost-benefit cost-benefit equation. equation.

4 4Revenues Revenues per per Sale. Sale. Better-matched Better-matched products products and and services services and and more more engaged engaged respondents respondents are are more more likely likely to to generate generate higher higher revenues revenues than than static static campaigns. campaigns. One One children’s children’s charity, charity, for for example, example, switched switched to to 1:1 1:1 campaigns campaigns and and discovered discovered that that its its average average donation donation increased increased 168%. 168%.

5 5 Return Return on on Investment. Investment. As As with with other other measures, measures, return return on on investment investment (ROI) (ROI) for for well-executed well-executed 1:1 1:1 printing printing campaigns campaigns is is often often exponentially exponentially higher higher than than for for traditional traditional campaigns. campaigns. Why? Why?When When you you take take into into consideration consideration all all of of the the other other metrics, metrics, including including higher higher conversion conversion rates rates and and dollars dollars per per sale, sale, even even aa small small lift lift can can translate translate into into huge huge gains gains in in ROI. ROI.

7 7 Internet Internet Components. Components. IfIf your your campaign campaign will will include include an an Internet Internet component, component, such such as as with with integrated integrated e-mail e-mail and and print print campaigns campaigns and and with with personalized personalized URL URLcampaigns, campaigns, there there are are other other measures measures that that you you might might want want to to consider. consider.These These include include e-mail e-mail open open rate, rate, e-mail e-mail “click-through” “click-through” rate rate and and form form fill fill or or survey survey completion completion rate. rate.

Download Download the the full full story story on on “Measuring “Measuring Success” Success” by by visiting visiting darwillisms.com/HolliaPickett631 darwillisms.com/HolliaPickett631

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visual content

Case Study:

& engages Lead Nurturing captures Boosts Conversion audiences

Rate by 400%! V

isual content marketing has become an SEO is the process of improving your company’s effective tool for marketers to reach their visibility in search engines. Highlighting key target audience and promote their brand in terms that customers may use when searching Guest, an interactive way. In a recent webinar, Maria for a product is something to keep in mind when are you missing sales opportunities your print marketing is generating but your Pergolino of Marketo and Jason Lankowbecause of uploading content. It will affectleads how often your salespeople ablenumerous to sift through on the most qualified quickly Column Five Mediaaren’t discussed ways them and siteact shows up in search results.leads A number of that companies can incorporate visual content platforms allow marketers to take advantage enough? Is the effectiveness of your marketing campaigns being impacted by a limited view of in their marketing campaigns. Below are Fortunately, key of visual content, including but not limited to the customer? If so, you’re not alone. there is good news. Let’s look at one large points and excerpts from their webinar. Pinterest, YouTube and Facebook.

international company that took the time to integrate its lead generation and lead nurturing Many marketing campaigns include programs, creating a holistic viewvisual of thecontent customer and boosting its conversion rate by 400%!

to draw in prospective customers and avoid content overload. Oftentimes when we read an Let’s did it. article,see wehow do notithave enough time to read all of thecompany text and was we skim, missing useful The highlypotentially successful and generating ainformation. very high volume leads. The company’s Manyofcompanies are now taking challenge was was not qualifying those advantage ofthat the ithuman eye’s interest in visual leads andand distributing them appropriately to the incorporating this in their marketing images right salespeople to follow up on content a timely and strategies. Six types of visual give effective basis. marketers creative and fun ways to promote a The company to channel of its customer company or began product: photos,allvideos, infographics, information—customer service contacts, visual note-taking, comics and memes. transactional data, marketing data, Web data— into a single, comprehensive database. Thismarketing gave Before including visual content in your itplan, a 360-degree view oftoits customers’ behavior. it’s important follow the key steps to Not just during the campaign sales process, from the ensure that your is abut success: lead generation all the way to conversion. Then company • Create de-duped a compelling story the its data, cleansed it, and standardized it.

• Choose the right type of content

With its data clean, accurate, and in one • Find the right the partners centralized location, company was able to improve the effectiveness of itsand leadbranding generation • Focus on great design efforts. It was able to deploy multi-channel • Promote contentand strategically campaigns usingyour information knowledge about the customer gained from other channels Once you’re to advertise your content, the through whichready the customer was interacting. next step isCommunications to decide whichwere platform will be most also more beneficial to your campaign andbased reachonyour precisely targeted a target audience. An aspect to consider when uploading holistic view of that customer.

visual content is search engine optimization Using this information, the(SEO). marketer implemented a comprehensive lead qualification and distribution process that put qualified leads into the hands of the right salespeople at the right time. 1

Photos Photos are a great way to link your content to social media sites and For “warm� leads (people who showed an interest in increase readership. With 80 million users the company’s products but who were not necessarily on Instagram and 20 million users on ready to buy), the company developed a lead nurturing Pinterest, linking your content to photos process that communicated with those leads in relevant is atimely key ingredient driving interaction and ways until in they became sales-ready. between customers and products on The results? By increasing the efficiency of its campaign media platforms. execution and setting up an automated process for nurturing leads until they are ready to be distributed to Pinterest is a media platform based on images and a sales channel, the company has increased its lead-toa perfect example of how visual content400%! can be opportunity conversion rate by a whopping

used to promote products and brands. Pinterest Not every marketer will have the level of sophistication gives users an interactive experience to content or the economies of scale as this one, but this example by allowing them to browse and share images. illustrates the power of centralizing your data, creating Users can navigate their through Pinterest a more comprehensive viewway of your customers, and by searching for content and liking it or repinning using that information to develop a more effective it onto their own Users process. are also able to lead generation andpage. distribution upload their own images to the site with links to recipes, DIY projects and more.

Want to improve your Thelead more nurturing? traffic an image receives, the more likely it is to appear on the site’s homepage.

Contact us.taken We can help! Facebook has also a more interactive approach with Timeline, giving users the option to browse through a company’s background and photos with ease. Timeline also allows companies to highlight important posts on their Don't have limited view of your profile, such as aanew product or award, and interact with customers through messaging. customer. Boost the effectiveness of your lead generation efforts by channeling all of your customer information into one database and put qualified leads into the hands of the right salespeople.

3 1 0 2

e c i f f O Post s e t a d p U

Making images shareable allows customers to promote your content on other social media sites, drawing in other potential customers. Combining photos and text is another way to make your content visual and convey information about your company, products, services and brand.

Visual note-taking is a way to draw out a conversation at a live event, such as a webinar, and put it online in an engaging way. Followers are more likely to remember the content from a webinar if they are able to visualize it and relate images to information.

Videos Comics Video is one of the most interactive According to a series of studies done at the Univerand popular forms of visual content. sity of California, Santa Barbara, students learned 51 Whether it’s a short introduction percent more from cartoons rather than text. Visual video or an in-depth look at a content allows companies to communicate complex product, adding music and narration increases issues and present information in a way that is apretention of the information and is an interactive pealing and relatable for customers. Comics are an way for customers to absorb content. YouTube is a easy way to communicate a subject that may involve Major changes in 2013 for Folded Self-Mailers common tool that many companies use to promote dry text or numbers and transform it into memorable on the top will no longer be allowed • Final their brand, products andfolds events. piece.

tab onare thealso top,great will ways now to: need two • Self-mailers that needed only one Comics

Infographics at least 70# text how-to’s • Quarter-fold self-mailers will need to be • Explain step-by-step Infographics are steadily increasing the flow of No drawing tabs willinbe allowed on the bottom • and • Profile people or teams marketing content consumers on a variety of platforms. Infographics can panel be formatted • Express an opinion final folded creates the non-address side of the mail piece • The into three different forms: • Connect with kids (and adults) • Static • Motion • Interactive • Sell products, services and ideas

Postage Changes for 2013

Infographics make it easy to place a quick statistic For 2013, the content, USPS has announced pricing increases on letters and and•surround in a brochure it with allowing postcards. These increases will goMemes into effect on January 27th. the customer to indulge in layers of data in an Memes are another fun and interactive method for appealing and visual way. sharing company information and promoting brands. Intelligent Mail Barcode (IMB) inA good 2013meme takes a fun approach to common industry topics with limited text. Including a simple Visual Note-Taking • IMB is a reality on January 28, 2013 image with a customer quote is an easy way to Similar to infographics, visual note-taking allows share content and make a brand more relatable.In marketers to tell a• story in athe condensed way using discounts To get best automation for your mail today’s digital world, visual content plays a vital role a combination of words and images. (both outgoing and incoming) your mail needs to have in nearly every successful marketing campaign.

the IMB code

Details on all the 2013 USPS changes can be found Information taken from Visual Content by visiting darwillisms.com/HolliaPickett631 Marketing: Capture & Engage or by scanning this code from your smartphone. Your Audience webinar delivered €B^^^B€ jC"=NcNK8) D €B^^^B€ # 8( .+%DP :9 sNcu ] 2 9 ,2 uR~EY Vn#-mI H@UmD S>T&Nx$ BB @!///!@ wd.( 4 <-(# * }BijW AAAAAAA AAA A A A AAAAA A A

by Maria Pergolino, senior director of marketing at Marketo, and Jason Lankow, co-founder and CEO of Column Five Media.

Production Notes

paper Cougar Digital Color Copy 100# Text press Darwill’s HP Indigo 7000 Digital Press design K im Pannos

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Darwillisms in Detail

White Paper workflow

tIMeless tRuths about BRAnD loYAltY Needs

Beltone Electronics Corporation has been a customer of Darwill’s for over 30 years. In that time, Darwill has moved from printing flyers that get mailed with a cheshire label (remember those?) to providing a robust marketing By Denise Lee Yohn, brand as business bites™ engine that includes: •

35 customizable direct mail templates in a web–to-print application

Combining 10 ways to use & qrPrint? codes Mobile GUEST, ARE YOU

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• A campaign testing environment that 48 new campaigns year to consumer Thetests scope of the report isalimited Yogi Berra once lamented that “The future ain’t what What do you do it used to be.” Today, companies a related • have Integrated data and results trackingpackaged goods, so the findings may not apply to complaint: “Brand loyalty ain’t what used pieces to be.”of mail annually all categories. Also, the analysis defines loyalty as • 30+itmillion when you have 131 No longer can brands expect long-term loyalty, evensupported “greater than 50% of buyer’s total purchasing is of a • 1,500 dealer stores single brand, not including private label.” different inventory from their most faithful customers. As economic

pressures mount, competitive landscapes shift and life items, twice a week One of the challenges of having this many “moving parts” with a program simply happens, it may seem pointless for companies WhIle You CAn ARgue WhetheR oR not thIs Is of this scale was the management of the inventory of pre-printed masters tomailing try to lock in customer loyalty. schedules An ACCuRAte DefInItIon of loYAltY, the RePoRt (or shells) that would have to be produced, cut, and stored. These shells would need to be pulled from inventory every week for imprinting (laser PoInts to A feW tRuths ABout BRAnD loYAltY group Nonetheless, the folks at SymphonyIRI & 30 million pieces personalization) for the twice weekly WhICh production run. The coordination released a study titled “Brand Loyalty: How stAnD on theIR oWnand AnD WhICh stAnD space requirements around this effort slowed productivity and production Brand Equity Impacts Brand of mailUnderstanding a year?? the test of tIMe. in-home dates. Loyalty and Deliversschedules, to the Topaffecting and Bottom You get a Line,” whitewhich attempts to deconstruct the drivers of brand loyalty. Solution

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paper workflow.

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One of the reasons Darwill installed our Oce 3500 inkjet press Pr oneiv year ate label enjoys ago was to help alleviate challenges like this. This groundbreaking loyatechnology lty too. allows for 4/4 color personalization for long run direct mail (among other “Private label products have captured products) in “one pass”. No more pre-printed shells cut to size and then the attention, the respec t and the wallets fed through a laser printer. In this “white paper workflow”, blank paper of American consumers ,” the report starts on one side of the press, and cut to size, 4 color personalized letters as brand t o n declares. The researche rs found nearly Price does e. are ready for folding and mailing. These letters (with anyall variation 4 color loyalty consumof u l ers purchase private bra a v nd equal images all integrated in) allows for: increases, consumers products these days, and more than ves loyal ri d e lu va onewhen are less sensitive • A single in three actually seek ou production stream allowing for postage savings Perceived report t private ehavior. The label products. to price changes. common formats are used es purchase b m ti en h w en ev explains, “… s are important. • No inventory hough 47% of consumers While marketers know away this at the end of aAlt to managemay or throw campaign nd ra b t, are buying h g ti e e th ar f o xt more private label today te n intuitively, SymphonyIRI reports co e th in versus before the , • f Flexible testing environment-add test groups without o d rl However o w economic downturn beg category data to prove the point: nservative an, the strength interrupting production new, more co de value of private label isn’t sim vi ro p “In sugar and butter, where loyalty at th s d ply n a result of ra t b u , o g P ab C n’t • Quicker time because of less materialbel handling t-tightening. Consumer is manufacturing pretty low, substantial price hikes But value is perceptions are critical.” of the quality of private have led to sharp drops in loyalty label products price alone. hav en e become quite favorable h w during the past three years. In blades at th d n u in some fo s er categories. Across retail thedish full detergent, case study on at darwillisms.com/HolliaPickett631 and the other The research d decisions, 79%Download cha nne ls, store n ra b brands are viewed as off and hand, relatively high brand loyalty it comes to ering the same or sider price n co s er m better quality as nation has continued to grow despite rather of consu ge and al brands by more er past usa than 50% of the populat so al s sharp price increases.” 76% consid er p p o h ion. S . d n ra b trust of the Private label loyalty is str household f o This should be good news to the ts es u q ong and growing factor re in-store across many of the top many companies whose categories duct labels, ro p 100 s, CPg categories, er b mem re into the report shows. have been hit with rising raw d much mo an ys la p is d material and manufacturing costs. decisions. Concluding recommend their buying ations come ple It suggests that consumers accept eo p y str an aight from the report: m e as d n te “I Further, twic some price increases—loyalty is t, the statemen • Invest heavily in establ agree with leverage. e me ishing and ems that giv it strengthening brand loy ” ey to buy the n o alty, focusing m e th r And just because a category may lue fo on and delivering agains the best va nd to t the most te “I , g n not inspire high loyalty in general, ei re meaningful needs of key as those ag and target item.” ce ri p t it’s not stuck. The research es w shoppers. buy the lo t shows that brands can still build can’ line, brands • Leverage frequent and So, bottom lty loyalty during inflationary times. ya granular lo to in s mer assessments of core and bribe custo Chocolate candy is an example target shoppers to ensure a com with price. of a category with relatively prehensive and always-current under low average loyalty (16%) that standing of value drivers for key cat has seen an increase in loyalty egories and brands. between 2008 and 2011.

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QUICk MARkETINg TIP

Your Darwill Contact: Mark Pageau,

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Tooget pumping, check youyour haveimagination a mobile strategy out different waysplan? to use QR asthese part of10your marketing codes in 10 industries: If not, it’s time you did. We all know how important email and a Web Transport & Travel presence are to customerMake marketing. travel interactive! Use QR codes advertising panels in Now, according to research by on Prosper buses, trains Mobile Insights, more consumers are& planes linking to websites where people can conducting these activities get exclusively additional details about their destination. Or what on their mobile phones.

Restaurants & Cafes When you give QR Codes: customers their bill, Add QR codes to your direct mail pieces, your include a branded invoices, and your envelopes. Leave the phone card with a QR numbers, the URLs, and the tear-out forms. Just code on it. Direct add QR Codes as an optional way to to respond. customers a mobile Media site where they can Use QR codes leave feedback and in magazines, Short Codes: download a coupon newspapers and books forpromotions. a return visit. Start using short codes for ForYou to give readers an capture their data example, “Text ‘SUPERDEAL’ to 0550 and receive interactive experience. andonly gaingives information your free coupon!” This not your Use a QR code in a that can help improve customer a way to respond to the promotion news story, link it to your service; immediately, but it gives you their mobile phone photos and videos, and they get an numberreaders for future contacts. encourage to marketing incentive. leave comments about It’s a win/ the article. win! Text Alerts:

about making the QR code go to a game or a story For example, more than half of mobile that kids can enjoy users say they access email only on their while traveling? mobile phones. Forty-five percent do Internet searches only on their mobile phones. Think Offer to send text alerts as a customer service. about it—consumers are scrapping their SPOrT & FiTNeSS eNTerTAiNMeNT Restaurants offer to text patrons when their computers in favor of their mobile devices. tables are ready. Doctor’s Ever visit a gym and wonder how aoffices offer to text QR codes can be used on As consumers transition their everyday appointment reminders to their certain piece of equipment works? QR patients one day marketing materials promoting activities to the mobile world, you need to codes next to gym equipment could ahead of time. Walmart uses text messaging very films, bands and theater shows, have a strategy for reaching them at that level. direct gym members to videos explaining effectively to alert customers when their photo allowing people to view previews You need to go where your customers go. how to use the equipment and its lab orders are ready for pick-up. and hear songs—ultimately benefits. encouraging them to buy tickets. It’s time to start incorporating mobile marketing into your print marketing mix. Mobile Landing Pages: This doesn’t need to be complex or overwhelming. ToleiSUre the right& are a few simple, Create a mobile website for your business. FAMilY ATTrACTiONS HOTelS & TOUriSM reTAil easy steps to Make get you started. Template-based software makes this easy. family attractions, Place QR codes on Not enough roomIf you’re not ready to launch a full mobile such as museums, more fun marketing materials that in the shop forsite, all you can still begin to create mobile-friendly landing by putting QR codes next lead to a video of things to do of your products? specific promotions. Especially when to exhibitions linking to and places to see. Thispages givesfor hotel guests Putyou images of Contributed by:videos using codes, be sure that are sending presentations and a quick and efficient way to QR discover more products Jill Schwartz people toInternet a mobile-optimized page. that not only educate but more. Check to see if wireless with QR codes Account Executive also entertain. is available and free to use where you’re in spare areas, d: 708-236-4996 placing the QR codes. When you think “mobile,” you don’t necessarily have to think such as changing e: jschw@darwill.com about mobile payments . . . yet. It doesn’t have to rooms or be about selling products. The first step is simply getting customers SUPerMArKeTS & grOCerS available wall imagine where that eDUCATiONengaged with you on a mobile basis. Then panels. It allows Try placing QR codes next to products relationship can go over time! customers to or on product packaging. The QR codes Use QR codes on workbooks and find more can lead to online recipes helping learning materials to direct students products, promote other items available to online resources. For example, download in the store. The shopper point them to a repository coupons or leaves prepared to cook of past exam questions. order online. a delicious meal and the Order FREE Personalized Note Cards at store sells more products!

darwillisms.com/HolliaPickett631

Director of Sales

Dear Guest, Sometimes when we get to this part of winter, we need a little kick start. The cold and gray still has a few weeks to go and we can use a little pick-me-up. This issue of Darwillisms won’t cure ALL your winter blues but we have some pretty good ideas in here on how to energize your business! We’ve covered a variety of topics in here including the latest in postal updates, where you can use QR codes, and how to measure success in your direct marketing campaigns. Go to your personal microsite at darwillisms.com/ HolliaPickett631 and take advantage of all the great content we have in this issue of Darwillisms. If you have any ideas or questions, give me a call. Regards,

D: 708-236-4962 C: 708-557-1619 E: mpage@darwill.com Connect with me on

PRSRT STD U.S. Postage PAID Permit no. 4113 Chicago, Il

11900 West Roosevelt Road Hillside, Illinois 60162

Hey Guest, check us out at: darwillisms.com/HolliaPickett631 Address service requested

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Visit the Darwillisms Blog for news and views on what is happening in the world of integrated communications. Š 2012 Darwill, Inc. All Rights Reserved.

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