Welcome to the Talon Mailing & Marketing May 2010 Newsletter:
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Talon Makes Saving Money On
By: Michael Borkan
automatic reporting that estimates additional money our clients can save on
Mailers have heard it many times
before: Perform various file clean up procedures and save money on
mailings. Who could blame the client if after a while it goes in one
ear and out the other?
To make matters worse, sometimes in a rush to
get a mailing project out the door, the client or mailing service provider
will overlook possible ways to save on mailing costs.
To help our clients reduce mailing costs and to help them boost their profits, Talon has introduced
free automatic reporting that will estimate and report in actual projected
dollars how they can save money for each of the services we offer.
The best feature of the analysis is
that Talon does all the estimating. By factoring in such elements
- Mailing quantity
- Postage & printing costs
- Mailing list and mailing service costs
- Average percentage of records cleaned by each offered service
Once the analysis is complete Talon
will email the client a report showing the various estimated savings
for each service we provide.
The client can pick and choose which of
the services they want, if any. Sometimes the cost savings is a
"no-brainer", other times the reporting can show if a particular service
may not offer a substantial savings.
Almost every time, each service will
result in savings, not to mention helping to make our client's mailing
lists cleaner for future projects.
Services analyzed include: NCOA,
dupe-elimination, deceased suppression, correctional facility suppression,
and the DMA's do-not-mail file.
Please contact Michael Borkan at (631)
667-5500 if you would like more information on our new automatic
A Difference Between The Medium & The Ad.
By Jon Bingham.
When it comes to advertising there's one
thing that's really important you need to realize right up front. There
are two main parts to any advertisement:
1. The medium (TV, radio, newspaper,
magazines, websites, email etc.)
2. What you actually say in that medium
This is an important distinction because many business owners become jaded
toward some forms of advertising because it hasn't worked for them in the
past - they almost always blame the medium without any regard for how good
or bad their ad was usually how bad it was! I can't tell you how many
times I've heard people say something like, "We tried radio and it doesn't
work for this kind of business." Or "We sent 15,000 pieces of direct mail
and only got back 6 orders...it doesn't work!"
Well, maybe that's true, but just because it didn't work don't assume that
it won't work. Maybe you just haven't communicated your message
effectively. Or maybe you bought space on the wrong day. Or you had a bad
headline that turned people off. Or maybe you didn’t have an offer.
There are dozens of things that could be wrong with an ad to cause it not
to work. Here's the important thing: don't hastily draw the wrong
conclusion. Drawing the wrong conclusion about the ineffectiveness of a
medium could keep you from attaining fantastic results in the marketplace
all because of fear brought on by an inaccurate conclusion or poor
Keep in mind that there are a lot of variables in advertising, any one of
which could mess up your results if it's not executed properly. So don't
conclude that if it hasn't worked that it can't work or won't work.
It will be helpful for you to understand that while there are two parts to
an advertisement - the medium and WHAT you say in the advertisement - it's
the DOZENS of different components in the what you say part of your
advertisement that could have potentially far more impact than the medium
itself. And you could unknowingly get just one part wrong and mess up the
You see, each advertisement has several specific components - and they
have to work with each other if you want to reach optimal results. If any
of the components are wrong, you could end up with an expensive mistake
and a learning experience.
Here is a case study to look at. The president of a big closet organizing
company told me one time he had tried a direct mail campaign to find new
business, but it didn't work. He figured that since he had sent a piece of
mail with a coupon to a certain mailing list that he had executed direct
mail to its fullest potential and despite his expert and calculated
efforts, there was just no way direct mail could work for his particular
When I looked a little closer, it was evident that his entire mail
campaign was poorly executed. The mailer turned out to be a Val-Pak type
mailing - and his ad was printed on the back of a book store's ad and was
stuffed in a big envelope with dozens of other ads.
The direct mail piece was mailed to tens of thousands of homes...but many
of them weren't even prospects for his closet organizers because the
average incomes were way too low. His piece made no compelling case for
the product; it basically had his company name, a picture of an organized
closet, a coupon for 10% off, and his phone number.
Here's how a customer perceive's the ad: "Here we are. Buy a closet
organizer from us for no justifiable, rational reason." The coupon might
as well have been for $5,000 off since nobody could mentally quantify
exactly how much "10% off" was. You see, he had the right generic pieces
but he had the wrong specific pieces - a bad headline, the wrong mailing
list, the wrong offer the results – the direct mail piece failed.
Remember there are two major parts to every advertisement: the medium it's
placed in and what the advertisement actually says - don't pre-judge a
medium and say it won't work before you know how to make it work even if
it's failed miserably in the past. Think about any advertising experiences
you've had in the past that weren't so wonderful and consider this
strategy every time you sit down to pen an advertisement.
Spam May Be Increasing The Effectiveness Of Direct Mail Marketing.
By Mark Haslan.
The effectiveness of email marketing may be waning.
Since the advent of email in the early 90s, email marketing
has become a popular way for many marketers to spread the word of their
product to consumers. The benefit of email marketing is obvious,
especially for small businesses – they no longer have to spend money on
marketing materials and postage.
The effectiveness of email marketing may be waning, though, warns
marketing expert Sarah O’Leary. In a recent article for the Huffington
Post, O’Leary argues that consumers who tune out spam mail may be more
receptive to direct mail.
Before the internet, admail was one of the most popular forms of direct
marketing, says O’Leary. Marketers would target entire zip codes,
overwhelming consumers with messages for every type of product. This lead
to consumers tuning much of it out, often trashing mail rather than
According to O’Leary, email marketing is currently going through the same
phase. The overabundance of unsolicited email is leading consumers to
ignore it in the same way. With an increasing number of email providers
offering their users spam filters, O’Leary says that getting to the
customer with an email message will only become harder in the future.
This shift in marketing strategies may be causing consumers to open up to
traditional direct mail, claims O’Leary. Because many marketers have
shifted their marketing budgets from traditional mail to email, consumers
are receiving a lot less postal mail. O’Leary suggests that marketers may
be able to cut through the clutter by using conventional direct mail
"If you want your message to be read over a quiet cup of Joe in the peace
and quiet of potential purchaser’s home, don’t light up the keyboard and
hit "send." Instead, look to the past for a new way to break through the
clutter," advises O’Leary. "Tell the youngsters in the office that you’re
kickin’ it old school with USPS."
Next time a small business owner wants to send a message to a potential
customer, they may want to consider envelopes instead of emails.
Another advantage that traditional mail has over digital mail is that it
can appeal to a reader’s sense of touch. A recent article from the
marketing news site What They Think suggests that a marketer can do that
by using high-quality materials for a brochure or thick paper for business
Win Yankee Tickets!
Enjoy a great day at Yankee Stadium!
We are giving away two tickets to see the New York Yankees.
you have to do to win is be the first telephone caller (please don’t hit reply and send an email). Voice
Mail messages count so it's fine to leave a voice mail.
Call Michael Borkan at 631-667-5500 x 11. These tickets are great seats and close to the field!
Saturday May 15, 2010.
The Yankees vs. The Minnesota Twins. 1:05
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Please let us know by email:
To learn more about our company, please visit our web site:
www.talon.com or contact Michael Borkan at (631) 667-5500 x 11.
If you do not wish to receive the
Talon Mailing & Marketing Newsletter please
Talon Makes Saving Money On Mailings Automatic.
There's A Difference Between The Medium & The Ad.
E-mail Spam May Be Increasing The Effectiveness of Direct Mail Marketing.
Yankee Ticket Giveaway!
Mike Borkan's Links - Websites you probably
View Samples of our work.
Talon welcomes the following new clients this month to our growing
roster of customers:
Mike's Favorite Links:
Some interesting links...
foxbusiness.com - A very
comprehensive site where you will find business news, stories and tips on
personal finance, and plenty of stock market data.
shovio.com - The first live
broadcasting network where the show hosts spontaneously communicate live
with their audience, while the interaction is seen by everyone watching
gethuman.com - Great site! Provides
shortcuts and ways to get someone on the telephone and avoid those
annoying automated phone menus that we all hate. Their goal is to convince
enterprises that providing high quality customer service and having
satisfied customers costs much less than providing low quality automated
moviemistakes.com - A website
created that's dedicated to listing the many silly mistakes found in
movies and television shows.
Create you own custom Topps baseball and
sports cards. Upload your pictures and create and edit the cards
online. They will print the cards just like a real card and send
them to you.
Did you know Talon offers the following services?
Click on the links below to see samples.
Click here if you wish to see old newsletters.
Click on these Links to Learn
More About Talon:
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