Like training for a marathon, I believe that growing your marketing consists of starting at a reasonable pace, re-running what you did before, and keeping at it so that you will yield the best results. Start with a small amount, re-run the same mailing list at least 3 times, expand your current list or get a target list and then follow up with an email blast. Don’t stop marketing because you don’t feel like it. If you don’t put your name out there, you will drop off. I would love to look over your marketing to see what I can do to get you the results that you are looking for. See you at the finish line!

By Shelley McConnaughey

Shelley McConnaughey is one of the newest members of the Kessler Creative sales team and comes to us with a lot of experience in the marketing industry. She is the mother of 2 boys, Mason 5 and Max 1. She is an avid runner and has already completed 2 half marathons and is training for her next one.

Gone are the days of the Penny Post! The USPS has announced their intent to increase postage rates on January 22, 2012. Click here for a price chart.  The overall the average price increase is 2.1%.

There will also be changes to the self-mailer requirements.  Want to know more? This link offers detailed descriptions and illustrations of the new requirements.

The post office is extending a 1-year compliance period from January 2012 to January 2013. During that period the current mail piece designs will be accepted. After that, you must comply with the new rules as outlined by the post office. Here are a few of the most important changes:

• The new maximum size for a self-mailer will be 6 x 10.5.
• The maximum weight will be 3 ounces.
• Tabs will no longer be able to be perforated.
• Tabs must be made out of paper, not plastic.
• No loose pieces inside of self-mailers. They must be attached with a glue dot or folded over an inside mailer flap.
• The tab sizes will vary between 1-inch, 1.5-inch and 2-inch tabs depending on the paper stock and folding.
• Minimum paper stock thickness will be 70#.

Don’t let these changes overwhelm you. The direct marketing experts at Kessler Creative can help you design your pieces with the most cost-effective papers and layout to ensure a successful mailing with a fantastic ROI.

Own a fitness center and want to increase your revenue in 2012? Take advantage of this super deal from Kessler Creative.  Send postcards for as little as 29¢ each! We’ll even include FREE design, FREE postage and a FREE saturation mailing! Click here for more information. You can also check out fitness postcard samples by clicking here.

Don’t miss this sweet savings from Kessler Creative on a three-drop direct mail campaign.

When eating a sweet piece of candy, it is so hard to stop at one! And the more you eat, the more fulfilling the treat! Did you know a good direct mail campaign is the same way?

Oh, you may get a few calls off of one mailing, but to see REAL results, repetition is key! That’s why Kessler Creative wants to help you jump start your sales in 2012 with a three-drop mailing campaign with a sweet price!  Place an order by December 30th for a three-drop mailing campaign, with three deliveries between now and March 30th, and save $540.

Want to know more, click here for details or call 1-800-394-9393 and any of our marketing specialist will tell you all about this sweet deal! You can also email us at sales@kesslercreative.com.

The holidays are upon us!  Have you thought about how you are going to thank your clients for their business this year? Kessler Creative has great discounts on Holiday Card printing.  The sooner your order, the better the price!

Feel that you want to do more than just a card? Let us work with you to design a 2012 Calendar! You can use our templates with your logo and information or we’ll work with you to create a fantastic design with your very own images. Your options are unlimited and the pricing is fantastic! Call today at 1-800-394-9393 or email us at sales@kesslercreative.com.

There sure is a lot of hullabaloo about the death of direct mail marketing. Even a family member of mine suggested that when I started a new job at a direct mail house that it was a dying industry and I might want to keep my resume fresh. He was wrong.

Why then is there so much talk about less mail and the USPS in financial trouble, you ask? A lot of it has to do with the fact that many personal bills that were once delivered by the Post Office can now be emailed and paid online, thus greatly reducing the amount of print mail delivered.  Did you know that the USPS also has 36,500 retail locations–that’s more than McDonald’s, Starbucks, Walgreens, and Wal-Mart in the U.S. combined–and it’s not allowed to close offices for economic reasons?  That’s a lot of overhead! But the USPS has recently announced that they are cutting that overhead significantly.  That doesn’t mean the death of Direct Mail.

One thing is for sure, direct mail  for marketing is alive and kicking and is still an important method for reaching decision makers and consumers.

Readex Research, survey specialists serving publications, associations, and corporate researchers, conducted Media Usage Studies between September 2010 and May 2011.  The study results, examining the use of 9 forms of media, are based on 2,095 responses.

Media used regularly by professionals to keep current:

• 77% report regular use of search engines
• 74% say they rely on print editions of magazines
• 74% say they depend on e-newsletters related to their industry
• Web sites of professional publishers, associations, or others informing the industry came in at 55%.
• Social media came in last, with 30% indicating regular use.

The survey also asked about regular usage of digital editions of print magazines (54%), webinars, podcasts or videos (49%), conferences/trade shows/industry related events (43%), and web sites of suppliers/vendors (36%).

A recent study by the Direct Marketing Association also supplied the following consumer usage information. According to the DMA 2011 Statistical Fact Book:

• 52.4% of U.S. consumers say they read direct mail received from retailers.
• 53% say they find direct mail “useful.”
• 16.8% have responded to retail mail offers.
• Sales driven by non-catalog direct mail marketing rose from $457 billion in 2010 to $477 billion in 2011.

Many companies are searching for the best place to spend their marketing dollars and seem to think that there is one BEST medium.  These surveys illustrates that it takes a variety of mediums to reach a target market and to focus on a single medium will absolutely neglect a portion of your market.

So to those who have written the USPS obituary a bit to soon, I send my condolences to your future. Now excuse me while I get back to the presses!  They are running hot and fast with a plethora of jobs from smart companies!

Sources: Readex Research news release, Readex Research Survey Finds Professionals Not Replacing Print With Digital, October 19, 2011.

US Postal Service, Direct Magazine, August 2011, p. 4.

Ever ignored a rainbow? Impossible. It stops us in our tracks. We gather the kids and point it out.  We see the sky everyday, but slap some color in the atmosphere and we are posting it on Facebook!

Did you know that slapping some color in the right places on your print jobs can get you richer AND make your customers react faster?  It’s True!!! In April of this year, Harris Interactive conducted a poll of 2124 US adults and found that color has a profound affect on audience response.  DUH! So here are three ways you can make money from a rainbow!

1. Present new ideas in color and highlight the important stuff.

You know your business is the best of all businesses doing your kind of business! But do your customers? According to the poll, 54% are more likely to read a marketing piece if printed in color and 69% of those surveyed said that they understand new ideas better when presented in color. If you are introducing new information to an audience, make sure you design your marketing pieces with a pop of color in just the right places to direct your readers to the most important information.

Got a great discount this week? Make it jump of the page in a creative font and bright color. Make sure your color logo and contact information is attractively set aside so that once they want your colorful offering, they’ll know how to call you quickly!

2. Make sure the due dates and deadlines are printed in color.

Did you know that 43% of those surveyed are more likely to pay the bill on time if the due date is highlighted in color? Use colorful fonts or backgrounds to highlight important dates, particularly on invoices. This will ensure that people recognize the important stuff and act accordingly, in a timely manner.

Don’t forget to use color on the packaging of the marketing messaging is just as important.  Use colorful graphics on your envelopes or containers to get the receiver excited about what may be inside!

3. Use Color to Increase Collection Rates.

76% of those surveyed said they could find information faster if presented in color and 31% of the surveyed people are more likely to pay the FULL amount when color is used to illustrate the cost of a product or service. Whether elegant, spicy or subdued, the right message–colorfully communicated–can make you more money.

So, take it from all those Facebook postings—Rainbows are special! And if you want capture and educate an audience, as well as make more money, better perk up your message with color!

About the Author:
Bonalyn Boyd is a new member to the Kessler Creative staff!  She loves singing, the symphony and being creative in all things!  Oh, and her favorite color is Yellow!

Click here to see our October special for printing in color on #10 envelopes! This printing special won’t last long! Call today and let us provide you results driven marketing…and Let Your Colors Fly!

Afraid you are going to be called a “box stuffer”? A “Snail Mail Maniac”?  A “Junk Mail Jiver”?  Are bullies of the cyber world confusing  you?

What constitutes “Junk Mail”? Is it determined by the mere volume of said product that ends up in any given mailbox? Is it the content of aforementioned advertisements? Is it the quality of the materials?

Is it the point of origin of these postal interlopers that has us worked into a frenzy or is it all of the above?

Who says it’s “JUNK”? A brief tutorial…….

Volume: Did you know that Direct Mail marketing continues to grow? A recent study published on behalf of the US postal service shows a continued increase in spending on advertising dollars with respect to monies spent on direct mail postage. Tracked by measuring mail sent and received to US households, the 2010 numbers were a 4.3% increase from 2009 and that accounts for $171 billion in advertising-roughly 12% of this is direct mail postage dollars. And this is up even considering Internet marketing and social media! Direct Mail Works!

Quality and content: Would your direct mail piece speak well of your company? It’s a traveling testimonial to your business and is a little piece of you out representing, well…YOU! If you are taking the time to be delivered right to your customer’s door, put your best foot forward. Discuss your needs with your direct mail customer service representative. Your product, your recipient, and the type of piece are all factors in how your message will be presented in the most advantageous way possible. Three things to remember- 1) stand apart from the herd with great graphics! 2) Garner attention with timely and attractive offers!  3) The first two don’t amount to a hill of beans if your mailing list isn’t customized! (We will address these issues in future blogs!)

Point of Origin: Who is bombarding your mailbox? Other than your friendly bill collector, there are billion dollar companies who currently use direct mail because, well, IT WORKS! Did you know that AT&T is now sending Hallmark cards? GOOGLE uses direct mail! I know that because I Google’d it. Just sayin’.  American Express is still using direct marketing and has been since 1967 when Lester Wunderman defined the terms for the business giant and created their customer rewards program.

Fear not! Stamp On, my friend!! Put direct mail to work for you today and watch your business grow!

Tomorrow’s episode: What’s this coupon packet and why is there an ad for a plastic surgeon in here with my pizza guy?

Written by Dawn Burke
National Sales Executive
Kessler Creative

About the Author:
Dawn has been with Kessler Creative for over three years. She loves being a mom and is infatuated with her four-inch stilettos…on the floor beside her bare feet!

It goes without saying that most business owners think about their business at least once a day. How can I target the right audience? How can I bring in new customers? More importantly, how can I keep them? There is a large amount of people out there who don’t think about your business as much as they should – your customers. Instead, they’re doing exactly what you’re doing: thinking about their own business.

It is a generally accepted truth that it is far easier to sell to an existing customer than to someone who has never heard of you. But customers rarely have need of your product or service every day. Or even every week, sometimes not even every month. Most likely they will need it again at some point and this is when you make your second or sixty-fourth sale.

The key to keeping customers is ongoing communication from you personally. Meticulously designed, ongoing communications keeps your name and your value in front of the customer when you can’t be there. It also an opportunity to inform your customer of the other products and services you offer so you’re constantly upselling with minimal pressure. So what’s the best method? Direct mail is still the channel of choice for customer acquisition and customer retention.

Direct mail is the way to communicate to customers. First and foremost, you have their correct address. Second, there is often sufficient recognition to get the mail opened. And if it can’t be read immediately, your chances of it being saved for later in the day or later in the week are at least 100 times better than email.

What you mail is up to you. Newsletters, testimonials from other clients, customer satisfaction surveys, news about new products or services – all these and more are possible.

How to get started? Call us first. We can set up the mailing list, manage your database, and even design the mailing piece. But the drive to stay in front of your customer has to come from you.

Written By:
Stephen Dackiewicz
Kessler Creative
National Account Director

About the Author:

Stephen has lived in Jacksonville Fl for nine years and is originally from Tampa Fl. He enjoys outdoor activities like sports, camping and fishing. He has been a part of the Kessler Creative team for nine months and has been in sales for over five years.