Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500

www.talon-mailing.com

Welcome to the Talon Mailing & Marketing September 2017 Newsletter.

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Why Direct Mail Might be the Best Marketing Tactic

By Samantha Owens Pyle, Bizjournals.com

Quick poll question: How many unread emails are in your inbox right now?

And for all of my “inbox zero” friends out there, how many emails from businesses do you automatically delete without even reading the subject line just to keep your inbox clean?

Either way, my point is this: As a society, we are absolutely inundated with email. If you’re like me, some days you feel like calling “email bankruptcy” to eliminate the madness of trying to manage it all.

Because of this, many brands are starting to explore new ways to earn the attention of potential buyers and exploring a tactic that had been all-but-forgotten in today’s digital age: direct mail marketing.

It’s not just the fact that people’s inboxes are swamped that’s leading to more direct mail campaigns. Consider these additional reasons why direct mail is becoming an increasingly popular marketing tactic:

1. Our brains are wired for print.

A few weeks ago, I ran across a fascinating report that compared how direct mail and digital advertisements impacted our brains. The study found that direct mail requires 21 percent less cognitive effort to process than digital media.

Further, consumers who received direct mail offers were able to recall the brand 75 percent of the time. For consumers who received digital-only versions, the brand was remembered only 44 percent of the time.

Research clearly shows that paper can be more impactful and memorable than digital.

2. Direct mail gives us more time to process information and make a decision.

In a world where we’re staring at a computer screen for hours on end, a print advertisement doesn’t produce the same kind of strain. At the same time, we’re not bombarded with competing ads from dozens of other organizations who are bidding for our attention.

3. Because most companies have scaled back on direct mail marketing, there's less competition in the mailbox.

Perhaps most importantly, people are forced to consider each and every direct mail piece they receive. It doesn’t matter whether they throw it into the trash or act on the call-to-action. This allows you to get past becoming “just another email in the pile” or the automatic “delete” that happens with digital.

Samantha Owens Pyle is the owner and chief strategist of Green Apple Strategy, a Nashville, Tenn.-based marketing and branding firm.


Creating Value and Sales With Passive Marketing

Marketingtango.com

When you get to understand the true value of passive marketing, ‘good things come to those who wait’ might just become your new business mantra.

Both active and passive marketing have a place in every integrated marketer’s strategy, but passive marketing is a way to create lasting value for your company. Take the time to learn more about these two distinct phases and how they work together.

Active Marketing in Action

Active marketing is just what it sounds like: actively pursuing leads through cold-calling, networking, running targeted customer acquisition campaigns, and even gifts and swag.

These activities can be important for generating leads, but they require substantial effort and you’re creating assets with limited use for your company. Active selling can have more active costs, as well: consider all the costs that go into a direct mail campaign.

But once you’ve done the work, it’s time to switch gears and focus your attention on passive marketing.

Passive Marketing Basics

Passive marketing doesn’t mean you’re not doing anything: it just means that you’re anticipating a customer need, as opposed to going out and trying to provoke one. It’s “being there” to answer a customer’s questions, before they even have one.

Examples of passive marketing include customer service, a listing in a directory, engaging with customers and prospects on social media, and blog posts. None of these things are as flashy as an advertising campaign, but they quietly build the success of your company—and some of the more creative ideas cost next to nothing. Like changing the signature line in your email, or mentioning your web URL in your voicemail message, which actually cost zero dollars but can leave a substantial impression on prospects.

Passive Selling Has a Longer Lifespan

One of the most beneficial aspects of passive selling, versus active selling, is that you’re creating assets that can be used at every step of the selling stage. For example, an interactive video brochure that lives on your website can benefit both prospects and existing customers. Because of this, you get a significantly better ROI.

A Good Strategy Should Have Both

If you’ve started to think that passive marketing is a good complement to your more proactive efforts, congratulations for thinking like a smart integrated marketer. Don’t wait to start beefing up your passive marketing efforts and let your present and future customers know you’re there for them.


How Talon Has Prepared and Planned For Disasters

By Michael Borkan.    

Did you ever wonder what would happen if your direct mail vendor was devastated by a fire, hurricane or loss of an important employee?

If Talon is your vendor, you can sleep better at night.  We've prepared for minor and major disasters and challenges by identifying potential problems and implementing solutions.

Disasters such as our building burning to the ground, most probably will never happen, but some problems can and probably will occur.  A computer virus, the loss of a key employee, even hardware damage will occur - it's just a matter of time.  Rest assured - Talon is ready!

Listed below are potential problems and how we have prepared.   They are laid out in the order of most probable to occur to least likely. 

#

Disaster

Solution

1

Internet Connection goes down

Off Site connection in place.

2

Virus / Malware Computer Attack

Multiple systems (some off-line, and off internet).

State of the art virus & firewall protection software.

3

Loss of Key Employee

All reoccurring work is documented and multiple employees are cross trained.

4

Loss of Electrical Power

Two power generators kept on site.

5

Computer Equipment Destroyed

Off site machinery, data files and programs in place & ready to run.  Equipment replacement insurance.

6

Client Inventory lost in fire or flood

Inventory Automatically Insured

7

Building Destroyed

Insurance covers setting up a new facility and covers subcontracting costs.

8

Bio Hazard Terror Attack

Special insurance coverage.

#1  Internet Connection Goes Down:

What happens if your internet connection is down and your service bureau has an important file that must be sent or an email blast that must go?   Talon has solved this problem by putting a second high speed internet connection and a computer network at our second building.  Our second connection and hardware system is completely independent from our main connection.   Two months ago our internet service was spotty for several days.  During this time our email blasts were run at our second location.  Our clients jobs were processed on time and without problems.

#2  Virus or Malware Attacks Computers:

It's amazing how many computers lack the latest anti-virus software.  Our virus software will identify problems before they have a chance to inflict damage.  We use the most current virus protection software possible and make sure we get updates as soon as they are ready. 

With the help of our antivirus software, firewalls, and employee training, we have never had a machine affected or damaged by a virus.  If we ever do get struck by a virus we have computer systems that are not connected to the internet or our network, and every file and program that we house are backed up.  We would be able to retrieve uninfected data and programs and continue to run.

#3  Loss of Employees:

Ever have a job at a service bureau and the key person is on vacation, sick, or no longer employed there?  At Talon all jobs are clearly documented and each service we offer can be done by a multiple number of employees.  Not only is this good for our clients, but our employees benefit too since they can go on vacation without having to perform customer support or worry about projects getting done!

#4  Loss of Power:

Talon has installed two power generators.  Should power go down we can run our computer center.  We even can run our high-speed inkjet and inserting equipment.

#5 Computer Equipment Destroyed:

Talon has a special insurance policy that covers replacement costs for each machine.  Additionally we keep equipment offsite.  If both of our buildings were destroyed Talon has the resources of third party vendor, which keeps a disaster recovery data center located in nearby Farmingdale.  All data is backed up three times and one set is kept off site in a secure location. 

#6 Client Inventory Lost In Fire or Flood:

Have you ever stopped to think what would happen to your catalogs or other printed materials if your vendor's building was flooded or destroyed by fire?  Our insurance policy covers all of our clients' inventory - automatically, from the moment it is delivered or picked up by our drivers.

#7 Building Destroyed:

Our insurance policy specifically covers all of the costs of getting jobs processed and mailed should our building be destroyed.  If it took an extended period to rebuild our location, our insurance would pay for us to set up a temporary location and/or subcontract out our work. 

#8 Biohazard Terrorist Attacks:

A few years ago our nation was terrified by Anthrax in the mail.  Our insurance carrier has helped us create procedures to protect our buildings from unauthorized personnel entering our production areas.  With the new procedures in place, we're insured against someone placing biohazard materials in our mailings.

We have worked hard to make sure we are ready for just about anything.  In addition to these safeguards we also have insurance which allows us to be bonded and we have an errors and omissions policy.

For additional information or if you have questions you can call Michael Borkan at 631-667-5500 x 11 or by email at


Win Yankee Tickets!
 

Enjoy a great day at Yankee Stadium!

We are giving away two tickets to see the New York Yankees. 

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 and close to the field! 

  • Tuesday September 19th, 2017.  Yankees vs. Twins 7:05 PM.

Do you know of anyone else who would be interested in receiving our newsletter?  Please let us know by email:  mb@talon-mailing.com

To learn more about our company, please visit our Web site: www.talon-mailing.com or contact Michael Borkan at (631) 667-5500 x 11.


If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: 

 

 

In this Issue:

Why Direct Mail Might be the Best Marketing Tactic

Creating Value and Sales With Passive Marketing

How Talon Has Prepared and Planned For Disasters

Ticket Giveaway!

New Clients

Mike Borkan's Apps & Links - Apps & Web sites you probably haven't seen

View Samples of Our Work

Newsletter Archives

Direct Mail Humor!


New Clients:





Talon welcomes the following new clients this month to our growing roster of customers:
  • Straightaway Productions

  • SHASIA

  • 2 New Lists From Statlistics


Mike's Favorite Apps & Links:

Some interesting things to check out...

Designbetter.co - The essential guide to the best design practices from top design experts. Learn how to build a world-class design organization and more.

Socialchamp.io - Social Champ is a social media scheduling tool used to reach more audience and share quality content in a simpler manner.

Boxed.com - The products you love in bulk delivered to your door. Wholesale sizes of your favorite products mean bigger savings.

Pupprschool.com - Teach your dog new tricks with the Puppr dog training app! From basic obedience to advanced circus tricks taught by Sara & Hero from America's Got Talent.

Kanopystreaming.com - The world's finest cinema. Free for you, brought to you by your library.

Archive.org/details/78rpm - Listen to this collection of 78rpm records and cylinder recordings released in the early 20th century. These recordings were contributed to the Archive by users through the Open Source Audio collection.


Work Samples:

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 increase revenue.


Newsletter Archives:

Click here if you wish to see past newsletters.  


Click on These Links to Learn More About Talon:

The Tour


Samples


Our Services


List Rentals


Postage Rates


Testimonials


Archived Newsletters


Contact Us


Oasis


If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: