Welcome to the Talon Mailing & Marketing January 2013 Newsletter.
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Don't Let Growth Fool You: Mobile Advertising Is
Adam Kleinberg, adage.com
There's a conundrum facing the mobile ad
industry: While declarations of growth are abundant, the reality is that
most mobile advertising is failing.
Large percentage rates of growth look great, but that's
coming off a tiny base. The truth is ad dollars are dripping—not
flooding—into the mobile, even though nearly 60% of U.S. mobile
subscribers now carry a smartphone. This reason for this is not overly
cautious marketers, however. It's because the mobile platform simply isn't
all it's cracked up to be.
Yes, a handful of mobile vendors are beginning to see a handful of
six-figure deals. But in a year when the market cap of a mobile ad network
like Millennial Media has surpassed the entire mobile ad market you know
you're looking at an industry built on hype.
Companies are doing amazing things with big data. 4info has collected data
on 330 million devices across 97 million households in the United States,
knitting together a road map of demography, geography and behavior that
equips advertisers with the quick-strike capability of a U.S. drone.
But all this targeting is useless if we can't take advantage of it.
Mobile advertising vendors will roll out jaw-dropping presentations
showing amazing "app-like experiences" replete with digital awesomeness.
Auto brands, you can take a virtual test-drive to an astonishing new
level, they promise.
But it's completely meaningless when the fulcrum point between big data
and big experience is a 120x20 pixel banner ad vying to interrupt your
game of Paper Toss.
Bring that up and those vendors will laud comparatively higher click-
through-rates for mobile versus those of the traditional web. They'll
likely forget to mention the recent report by Goldspot Media showing that
38% of all mobile clicks are due to fat, clumsy thumbs.
At the end of the day, this kind of interruption-based advertising is
never going to be a great success. People simply don't want these ads on
Of course, there are bright spots.
Stock has climbed from under $19 to $27 per share on the news that 14% of
advertising revenue now comes from mobile and that they are planning to
launch a mobile ad network. A new eMarketer mobile revenue estimate
indicates revenue is growing. The reason they have been successful is that
they are creating units that are minimally interruptive. A user scrolling
down on their Facebook feed quickly learns that simply tapping down on an
ad for a brand page their friend has liked doesn't interrupt the
That optimism should be tempered. 120x20 pixel banner ads will still
suck—no matter what data is used to target them. Facebook could deploy the
same minimally interruptive ad units that are working in their app across
the mobile web, but marketers are becoming wise to the fact that their
ability to reach their brand fans is diminishing. Meaning they'll be
willing to pay less.
Native Mobile Ads.
Foursquare got some bad press recently when people found out there are
only ten million or so active users on the platform, but ask Walgreen's
social media manager Zach West and he'll tell you customers redeeming
coupons delivered through Foursquare at the register "consistently exceeds
Look for other native ad units to find their way into your mobile ad
strategy. Those that provide value to consumers will be the ones that
prevail—even if that value is just a coupon.
Adding mobile video to your pre-roll buy is usually as easy as checking a
box. And more and more video that is being consumed is being consumed on
mobile devices. Play Words With Friends lately? You've probably watched a
movie trailer between moves. There's still a lack of quality inventory
available, but that should change in the months to come.
It is very easy for marketers to chase direct response. To use cell phones
instead of newspaper circulars as a coupon delivery mechanism. That's
what's easy to measure. That's what will fit neatly into their ROI
spreadsheet. But that's not what's going to make meaningful impact. That's
not going to create new revenue streams or increase market share or raise
the share price for stockholders.
The real mobile opportunity for brands is to fundamentally enhance the
value of their product, differentiate themselves and deepen their
relationship with consumers. I haven't bought a pair of Nike's in over a
decade, but I got on a health kick recently and started jogging. I use the
Nike+ app on my iPhone to track my runs and motivate me to run farther.
Nike is my companion. And the next time I buy a pair of shoes, I'll
probably give Nike a look.
Ideas like this brought to life are what will make huge impact for brands.
Understanding where to make these investments should be at the very core
of your mobile strategy.
The power of mobile is at our fingertips. That power is not in teeny-weeny
banners ads. Until we understand that, mobile advertising will continue to
be a failure.
Direct Mail Hits The Mark
By Elaine Love, business2community.com
A simple postcard, flyer or letter is far more cost
effective than an expensive online campaign. Straight direct mail
postcards and letters are working very well.
Why Use Direct Mail Marketing?
Do you want a high return on your marketing investment? Forbes.com
reports “I’ve seen a letter lift response by 1300% over the much fancier
control package, another letter pacify irate customers so they don’t mind
paying shipping and handling, and another apologize for a mistake and
wind up selling more merchandise than if the mistake hadn’t been made in
the first place.”
A simple postcard, flyer or letter is far more cost effective than an
expensive online campaign. Straight direct mail postcards and letters are
working very well with young males, not teenagers, but the 30-50 group
according to Lois Geller’s Forbes article. She also said “Get a letter to
click with a test audience, you’ll have found a potential silver mine
that can pay off nicely.”
How do you Connect with your Target Audience?
Do Your Research
1. Select a mailing list which you
know has accurate names, addresses and demographics for your target
audience. Your county Assessors office may sell lists of contact
information of homeowners in a specific subdivision. Your local Chamber
of Commerce may furnish directories of members contact information. List
vendors sell lists; be careful that the information contained in those
lists is current, scrubbed for duplicates and accurate demographics for
your target market. Co-market by sharing lists with a trusted power
partner. PrintPlace.com manages your direct mail postcard and brochure
campaigns efficiently from a single source.
2. Verify that you are
reaching the ideal person for your message. If your message is targeted
to the sales manager, don’t send it to the production manager or the
3. Know the problem
you are solving. Until you know their pain – the problem they need to
solve – you do not know how to target your message to offer the ideal
solution at the right time.
Write an Effective Letter
1. Open with an attention generating
first sentence. In speaking, the audience decides in the first 7 seconds
if they like you and in the first 30 seconds if they want to hear what
you have to say. The reader may decide with the opening sentence if they
read the second sentence or throw the letter in the trash. Open with a
bang, not a whimper.
2. Detail the benefit
to the reader quickly. Give them benefits, not features. Make a solid
case for why they should respond to you. What is in it for them?
3. Be clear, concise
and specific. Get to the point. Don’t bore them with mumbo jumbo and
fancy terms they don’t care about reading. Use basic language; you are
not writing to impress your college professor with your vocabulary.
4. Personalize the
letter by addressing them by name. Speak in a conversational tone.
5. Call to action.
What do you want them to think, feel or do after reading the letter? Give
only one choice in the call to action. Make it easy for them to respond.
6. Include a “no-risk”
offer, a deadline for responding, and a guarantee.
7. Include a P. S.
Frequently people skim the first and the last of a letter, but not always
the middle. Your P.S. emphasizes your mail focus and increases the
urgency to respond to you.
8. Include white
space. Too much blah, blah, blah and you’re headed for the trash. Make
your letter easy to skim and pick up the key points. One page only,
9. Testimonials are a
bonus. People relate to people like themselves.
10. Use a high quality
printer such as PrintPlace.com to be certain you are conveying a
personalized first class impression.
Once you have a laser focus on your target market and the problem you are
solving for them, refine your mailing list, write an effective magnetic
letter which draws customers to you. Follow up with at least three
subsequent mailing campaigns. Mail at least 500 letters in each mailing
campaign. Create three different letters which each reference the
previous letter. Follow up, follow up, and follow up. Your results will
continue to flow in for months or years.
To Get Your Direct Mail Piece Noticed
surveyed showed a strong preference for physical direct mail, with 66% of
respondents saying they prefer to receive catalogs by physical mail.
Pitney Bowes recently commissioned a study to identify factors that could
influence when and whether recipients would open their direct mail
marketing piece and read it. The survey of 1,500 U.S. adults, conducted by
Leflein Associates, examined preferences, attitudes, and behaviors about
mail as received at home.
Overall, the consumers surveyed showed a strong preference for physical
direct mail, with 66% of respondents saying they prefer to receive
catalogs by physical mail, 61% preferring to receive bills and invoices by
physical mail, and 59% preferring to receive financial/bank statements by
To determine what might influence open rates, participants examined an
average of 16 screens, each containing four randomized envelope images, to
test for variables including the presence of text, graphics, and color on
envelope fronts and backs.
Color Reigns Supreme
What’s printed on the front of the envelope strongly influences when and
whether it gets opened.
And, recipients are 69% more likely to open a mail piece with color text
and graphics on the front, before opening pieces with no headline or
graphic. Given a choice of color graphics or black-and-white text, mail
recipients are 2.5 times more likely to open envelopes with color graphics
What’s printed on the back of the envelope is less influential. Six out of
10 (57%) hardly ever notice what is printed on the back of an envelope
when sorting through or opening their mail. However, as with the front of
the envelope, the study indicates the presence of color text and graphics
on the envelope’s back is significantly more likely to influence the
decision to open, rather than black-and-white only.
The bottom line:
1) based on
consumers’ preference you should absolutely invest in printed mail
2) you should
absolutely NOT leave the envelope blank
3) text and graphics should DEFINITELY be in color.
Win Brooklyn Nets Tickets!
Enjoy a great day of Basketball!
We are giving away two tickets to see the Brooklyn Nets.
All you have to do to win is be the first telephone caller (please don’t
hit reply or send an email). Voice mail messages count so it's fine to
leave a message. Call Michael Borkan at (631) 667-5500 x 11. These
tickets are great seats!
Tuesday January 15, 2013.
Nets vs. Toronto 7:30 PM.
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Don't Let Growth Fool You: Mobile Advertising Is Still Failing
Direct Mail Hits The Mark
How To Get your Direct Mail Piece Noticed
Mike Borkan's Links - Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Links:
Some interesting links...
skillpages.com - Find people with the skills you need within a trusted
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podbay.fm - A better, more powerful home for podcasts. You can browse and
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familyleaf.com - This is a "facebook-type" site that's totally private. Just for
your family to share with one another.
academicearth.org - Free video lectures and college courses from the
world's top scholars.
moreofit.com - Give moreofit a website you're interested in, and it will
suggest alternative highly-related and popular websites to explore.
xyo.net - The most comprehensive,
interesting way to discover mobile apps from all over the world. Find new
stunning apps for Android, iPhone, iPad and Windows.
petfinder.com - Home of 375,141
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Direct Mail Humor!
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