Welcome to the Talon Mailing & Marketing July 2011 Newsletter.
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Mail Marketing Is Bouncing Backby
Dorothy Zhang, Medill Reports Chicago
If it seems like your mailbox
is brimming with direct mail advertising these days, you are not imagining
After three years of declines, spending on everything
from simple postcards to glossy brochures is rising.
“I’ve seen more large stacks of direct mail at my doorstep,” said Rachel
Hambick, a 31-year-old resident of Chicago’s Rogers Park neighborhood.
“There are a lot of them,” mostly from grocery stores and restaurants.
Direct mail advertising sales rose 3.1 percent last year, a significant
turnaround from the previous three-year drop of 20 percent, according to
New-York-based marketing consulting firm Winterberry Group LLC. The firm
is forecasting a 5.8 percent increase in direct mail spending for 2011.
Bob Lieber, CEO of marketing strategy and services firm Original Thought
LLC, said the increase is due to the overall improvement in business
“As companies see the economy turning around, they tend to increase their
spending on marketing, because so many of them have cut back their
spending during the recession,” Lieber said.
Glenn Cummins, national marketing manager of Ed Bristol Advertising &
Printing Inc., observed that business is definitely busier than it was
last year. “More direct mail printing business is coming in because the
economy is rebounding,” he pointed out.
The deep recession in the financial services industry contributed to the
cuts in direct mail, but marketers and retailers also shied away from it
in favor of digital media, especially email, according to Winterberry
But Hebert Rivero, owner of Minuteman Press, argued that the pendulum
seems to now be swinging away from digital marketing and back to snail
“People are not opening their emails the way they used to, because there’s
too many, so they just delete marketing emails pretty readily,” he said.
Hambick agreed. “The emails I’m signed up for, they seem to email me
several times a week, which is almost too much. You become desensitized to
Rivero believes that is one reason why his business is up. He noted that
in addition to stronger demand for direct mail, retailers’ pursuit of
higher quality paper also contributed to the bounce-back in direct mail
“Our retailer clients have done a lot of homework to give their mailers a
certain look so that people would be more likely to open [them] and look
at their marketing products,” he said.
Rivero observed that spending on commercial postcard printing has
experienced the biggest gain, followed by newsletters.
“We’re entering a period where inflation is going to start to set in and
people are going to try to raise their prices as demand increases,” Lieber
explained. “It will drive marketers to try to be more efficient, so they
will try to make inexpensive formats successful, for example, the postcard
After primarily distributing coupons and fliers to local residents’
mailboxes, Hassib Blan, owner of the Olive Mountain restaurant in
Evanston, is investing in direct mail.
“The economy is getting better, so we’re also putting more money into
advertising,” Blan said. “We want to get more people coming to try our
Debbi Woolf, a 49-year-old teacher living in Evanston, said her family
opens direct mail envelopes for coupons to use at neighborhood
restaurants. “My son saw a coupon for Burger King on the table, pulled it
out and used it yesterday after school.”
Five Most Common Direct Mail Mistakes and How to Avoid Them
by Alan Chait
There's nothing worse than witnessing your money
being wasted on a direct mail campaign that just didn't get your phone
ringing or send customers through your door.
When it happens it's likely not the direct mail
delivery method, but your actual campaign, that flopped. Here are the five
most common mistakes most businesses make.
1. Your direct mail list targeted the wrong
customer: Not spending enough time and money on the list
itself that targets your best type of consumer is a major campaign
deal breaker. Quite often we throw a campaign together without a thought
to what kind of marketing list we are going to use. We find out later
that the direct mail piece, the message and the call to action were
perfect but the list, which we rushed to purchase without checking the
validity and the integrity of the list broker, has let us down.
Do your diligence and find a reputable list broker and explore the
quality of the list. The types of consumers on the list can sometimes
change the direction of what kind of marketing message you are going to
use if you happen to find another target market ready to buy your product
2. Your direct mail campaign wasn't tested:
Testing your campaign is a necessity. More than half of my own personal
will provide their direct mail campaign and mailing list and then fail to
provide parameters on changing how the mailing piece looks. There are so
many things to test such as the color of the envelope, size of the piece,
the message and so on.
To test the headline, the direct mail piece design, the overall message
and power of the call to action, put yourself in the mindset of your
own customer and be a test junkie. You will find that you will be consistently
doubling and tripling the money brought in on a campaign when you test
the effectiveness of the campaign.
3. Your direct mail campaign didn't separate
features from benefits: Stress the benefits to the customer in
your marketing message as opposed to the features of your product or
service. The customer does not care about the fancy features of your
product. As a matter of fact, he/she does not have the time to listen to how
great you are; they want results. What kind of results can your customer
achieve by using your product?
Features are the objective facts about your product or service (size,
color, appearance, usability) while benefits state what the product or
service does for a customer (makes money, saves money, heals, saves time,
etc.). Make sure you clearly tell your readers what your product or
service can do for them and how they will benefit from using it.
4. Your direct mail campaign didn't have a call
to action: Even if the intent of your campaign is to reach
potential customers and make them aware of your product or service, you
still need to have an offer. What is a campaign good for if you do not
have an offer? Even just asking for the order in your message is good
enough to get you results.
Your readers need to be prompted to take action and it's your job to
offer the right incentive for them to do so. Research the types of offers
you are going to make and be sure they are as compelling and benefit driven.
5. Your direct mail campaign was a one-time
deal: On average, people need to see or hear an advertising
message seven times before they take some sort of action. Mailing out a
campaign just once doesn't do the trick. It's called a "campaign" for a
reason and entails multiple mailings to be most effective. It's not
your customer's job to keep your information and recall it when they need
it; it's your job to always be in front of them.
Be sure to follow up with your potential customers, either by multiple
direct mailings or phone calls or a combination. It's important to time
your campaign well and stay top-of-mind, especially when your customer is
in need of your product or service.
A direct mail campaign is an investment with the potential for great
returns. Don't make the common mistakes many businesses do. With a
winning marketing combination and the right tools and messages, your
campaign can come out shining.
Post Office Announces QR Code Postage Discount Promotion
In what the USPS refers to as their “2011 Mobile Barcode Promotion,”
the campaign builds awareness of mobile technology and demonstrates to
mailers how mobile barcodes, such as QR Codes, can increase the value of
From July 1, 2011 through August 31, 2011, the USPS will offer
a 3% discount on all first and standard automated postage rates if the
mailing piece has a QR Code (Quick Response Code) on the outside or the
inside of the piece.
To assist you in taking advantage of this limited-time promotion, Talon
can create and place your QR Codes within your marketing piece at no
Therefore, it would be a great time to consider adding a QR Code to your
current marketing piece or to think about sending out that mailer that
you’ve been contemplating.
We encourage you to contact us for details on how we can assist you in
taking full advantage of this special offer.
As with any promotion, there is some "fine print" to be aware of, but you
can find all the official regulations and details here:
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 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 and close to the field!
Monday, July 25, 2011. Yankees vs.
Seattle Mariners 7:05
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Talon Mailing & Marketing Newsletter please
Direct Mail Marketing Is Bouncing Back
The Five Most Common Direct Mail Mistakes and How to Avoid Them
Post Office Announces QR Code Postage Discount Promotion
Yankees Ticket Giveaway!
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 of customers:
Mike's Favorite Links:
Some interesting links...
Branchout.com - helps you expand your career
network to include absolutely everyone you know on Facebook. It's an
incredibly powerful tool.
CreativeCriminals.com - a
blog with a daily variety of creative and unique advertisements from
around the world.
NeverColdCall.com - bestselling
author Frank Rumbauskas shows you the secrets to never cold calling again.
Blingee.com - create or personalize
custom image animation with glitter, comments, and graphics.
manufacturer of the world's straightest golf balls. Guaranteed. I have
tried them and they are truly amazing!
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Click on the links below to see samples.
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