Welcome to the Talon Mailing & Marketing November 2012 Newsletter.
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Barcodes and Direct Mail to Drive Holiday Shopping
Marketers looking to boost revenue while
saving money should consider the 2012 Holiday Mobile Shopping Promotion.
Mobile barcodes and direct mail will drive retail sales this holiday
season, so marketers looking to boost revenue while saving money should
consider the 2012 Holiday Mobile Shopping Promotion — now open for
registration at the RIBBS website, according to the U.S. Postal Service.
The 2012 Holiday Mobile Shopping Promotion is designed to drive online
product purchases by putting mobile-optimized promotional offers, coupons
and catalogs into consumers' hands in time for Black Friday and Cyber
Monday, the busiest shopping time of year. The promotion will offer online
merchants an upfront 2 percent postage discount on Standard Mail and
First-Class Mail letters, flats and cards (presort and automation) that
include a mobile barcode or print/mobile technology — such as a Quick
Response (QR) code — that can be read or scanned by a mobile device and
leads the mail recipient to a mobile-optimized shopping website. The
promotion will run Nov. 7- Nov. 21.
"Direct mail has always been an effective way to reach consumers with
product information," said Gary Reblin, vice president, Domestic Products.
"And direct mail combined with mobile technology is a really convenient
way for consumers to do their holiday shopping, a convenience that will
continue to grow.
"This is the third promotion we've offered to demonstrate the
effectiveness of integrating mail and mobile technology, and we're
convinced that once marketers try it, they'll make direct mail and mobile
technology a regular part of their marketing mix," said Reblin.
Mailers may also qualify for an additional 1 percent postage rebate on
their discounted mailings if a portion of their product orders are
fulfilled via Priority Mail between Nov. 9 and Dec. 31.
"With no extra charges for Saturday delivery, Priority Mail provides added
value that our customers can pass along to their customers," said Reblin.
For additional information on the 2012 Holiday Mobile Shopping Promotion,
go to RIBBS. Program registration continues through Nov. 21. Participants
must agree to participate in a survey about the promotion.
The Postal Service receives no tax dollars for operating expenses and
relies on the sale of postage, products and services to fund its
A self-supporting government enterprise, the U.S. Postal Service is the
only delivery service that reaches every address in the nation — 151
million residences, businesses and Post Office™ Boxes. The Postal Service™
receives no tax dollars for operating expenses, and relies on the sale of
postage, products and services to fund its operations. With 32,000 retail
locations and the most frequently visited website in the federal
government, usps.com®, the Postal Service has annual revenue of more than
$65 billion and delivers nearly 40 percent of the world's mail. If it were
a private sector company, the U.S. Postal Service would rank 35th in the
2011 Fortune 500. In 2011, Oxford Strategic Consulting ranked the U.S.
Postal Service number one in overall service performance of the posts in
the top 20 wealthiest nations in the world. Black Enterprise and Hispanic
Business magazines ranked the Postal Service as a leader in workforce
diversity. The Postal Service has been named the Most Trusted Government
Agency for six years and the sixth Most Trusted Business in the nation by
the Ponemon Institute.
Direct Mail Still a Force in Political Campaigns
By Dan Eggen, The Washington Post.
The modern political campaign has fully
embraced social media to reach voters, but President Obama and challenger
Mitt Romney are still spending massive sums on a more traditional form of
communication: snail mail.
The two presidential campaigns have spent nearly twice as
much on direct mail as they have on Internet advertising, according to
disclosure data and campaign aides. The hope is to appeal to millions of
baby boomers and retirees, who may prefer the familiarity of the U.S.
Mail to pop-up ads, YouTube videos and other flashy media.
The only cost that outstrips mail is broadcast advertising, which is
Direct mail is especially crucial for Romney, whose
supporters skew older than Obama’s. Romney and the Republican National
Committee have spent more than $100 million on mail costs, compared with
about $70 million for Obama and the Democrats.
Richard Beeson, the Romney campaign’s political director, said that
direct mail is a central part of the campaign’s outreach approach, which
also includes digital strategies, phone canvassing and other methods
aimed at engaging supporters.
“We are believers in voter contact,” Beeson said. “There’s a number of
different ways to talk to voters, and the mail is one very effective
The use of mass direct mail in politics stretches back at least as far as
George S. McGovern’s 1972 presidential campaign, which deployed tactics
perfected by the mail-order industry. The Religious Right movement of the
1980s married sophisticated voter lists with the reach of the U.S. Postal
Service to become a potent political force.
Mailings are used to attack opponents, make policy promises, solicit
donations and help supporters register to vote.
“The power of it is still huge because it’s reaching that age group that
includes baby boomers, who are still largely more comfortable with direct
mail than other, newer forms of communication,” said Paul Bobnak,
research director for DirectMarketingIQ, a Philadelphia-based target
marketing firm that tracks campaign mailings. “It is still a huge
workhorse for political fundraising and messaging.”
For many congressional candidates, trade unions and interest groups,
direct mail offers a particularly effective, and inexpensive, way to
The Obama campaign has used mailings aimed at women, Latinos, pet owners
and a host of other demographic subgroups, part of the campaign’s
sometimes obsessive use of micro-targeting. But Obama has also used
mailings to press broader themes in key battlegrounds, including
sharp-edged attacks on Romney’s wealth, tax policies and history as a
private equity fund manager.
Obama pamphlets that poured into Ohio in recent weeks featured images of
Romney’s oceanside manse in California and a stretch limousine with a
fake license plate reading “ROMNEY 1ST.”
One leaflet shows Romney piloting his luxury powerboat near his lakeside
home in New Hampshire, first facing one direction and then another. The
images seem to echo a famous 2004 Republican television ad that showed
Democrat John F. Kerry switching back and forth as he windsurfed, which
was supposed to symbolize flip-flopping and elitism.
“A NEW $250,000 Tax Cut For Multi-Millionaires — Like Himself. But up to
$2,000 in Tax Hikes on Families Like Yours,” the caption on the Obama
powerboat mailing reads. “Not so fast, Mitt.”
Unlike television ads, which are widely analyzed by the media, political
mailings fly under the radar into voters’ mailboxes, rarely getting much
notice unless they are particularly provocative. A recent 10-page “voter
survey” from the conservative Faith and Freedom Foundation accused Obama
of having “Communist beliefs” and compared his policies to the danger
posed by Nazi Germany and imperial Japan.
Tim Phillips, president of Americans for Prosperity, a conservative group
backed by billionaire brothers Charles and David Koch, said direct mail
remains a linchpin of the organization’s strategy. Mail “is especially
good for reaching senior citizens” and works well for complex issues such
as health care, he said.
But Phillips also said mailings must be coupled with telephone banks,
e-mail, broadcast ads and other approaches to break through the media
Cutting Costs With Direct Mail Postcards
By Tara Hornor.
Direct mail postcards are still one of the most cost
effective methods of connecting with customers in a local geographic area.
With even a small list of client names and addresses, you can send
tailored postcards and keep your brand in front of potential customers.
But even with the relatively low price for
postcard printing and mailing, there are still some great ways to cut
costs. The most important step in reducing the cost is a little planning –
choosing the right marketing message and target audience will mean your
postcards get a greater response rate. With that in mind, here are some
practical tips for cutting costs on direct mail postcards.
Avoid expensive designs
Instead of hiring a professional designer, create your own postcards. One
option is to use pre-designed postcard templates that you can customize
using your software program of choice, such as those found
onStockLayouts.com. Or some online printing companies provide both blank
or pre-designed templates, such as these free postcard designs from
PrintPlace.com. Hint: Just be sure to print with a professional rather
than on your home or office printer. You will get much better results and,
if you choose the right online printer, much more bang for your buck.
Use standard postcard shapes
Another point to consider is that the post office may charge you more for
non-standard shapes, such as a large format or rounded postcard. Often,
there is a chance your odd-shaped postcards can cause their sorting
machines to jam, meaning they have to use manual labor to sort the cards.
Better to stick with standard shapes, such as 4×6″, and get the reduced
Print and mail in bulk
When you print just a few postcards at a time, you are spending a much
higher cost per postcard. Order as many postcards as you need all at once;
keep in mind that the more you print, the less your cost per piece is – as
long as your printer uses the offset printing method and not digital
printing. Printing in bulk via offset printing basically means that the
printer only has to create one “master version” (or printing plate in
printer’s terms) of your order, no matter how many postcards you’ve
Some companies will print and mail as part of a combined service. This can
save you considerably just in shipping costs since you don’t need to have
the postcards shipped to you just to turn around and mail them out to
individuals. The time savings for you compared to the automated services
provided by these printing firms can be significant as well.
Use both sides
It may seem counter-intuitive, but printing on both sides of the postcards
gives you a lot more room for valuable content. A higher response rate
results in a lower cost per sale. Use the front of the card to get
attention and the back of the postcards for details and a call to action.
Beside, a single-sided postcard just looks cheap and you don’t want to
give potential customers this impression.
Postcards are an inexpensive way to connect with customers, but these cost
saving tips can make direct mail postcards even more practical for you.
Just don’t forget to carefully select your target audience and carefully
craft a message specifically for this group. This will result in a higher
response rate and, therefore, a better cost per mailer.
Win Jets Tickets!
Enjoy a great day of Football!
We are giving away two tickets to see the New York Jets.
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!
Sunday December 2nd, 2012.
Jets vs. Cardinals 1:00
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Mobile Barcodes and Direct Mail to Drive Holiday Shopping
Direct Mail Still a Force in Political Campaigns
Tips For Cutting Costs With Direct Mail Postcards
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...
compete.com - Drive your
search marketing, business development, media planning and competitive
strategy with the most powerful data on the planet.
knowthis.com - Since 1998 offering free
detailed tutorials, news and resources for professionals, academics and
students in marketing, advertising and sales.
instapaper.com - A
simple tool to save web pages for reading later, when you have time, on
your computer, iPhone, iPad, or Kindle.
- President Obama's daily schedule. Whether you are a Democrat or
Republican, this is a fascinating site.
webdesignledger.com - A web site for web designers and internet
creatives. Lots of free advise and downloads.
uwall.tv - Millions of artists sort by
genre for you to discover and play instantly in a playlist, listen to
hours of music and videos for free.
Listen to all of your favorite artists, for free.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
Click on image below to enlarge.
Do you need help marketing to your clients? Talon can
help! Call Michael Borkan at 631-667-5500 x 11 to learn how to
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