Spyro Kourtis

on July 26, 2010

category: integrated marketing

President and CEO

3 reasons to start investing in mobile marketing now

I’m currently championing mobile marketing with our clients – and I have several good reasons for doing so, even though early results may not immediately justify my enthusiasm.

Did I say that? I don’t think I’ve ever told anyone to ignore results before!

However, in this case I believe our short-term thinking is likely to get in the way of our long-term profitability. In other words, we may be killing a good idea too soon.

One of our clients invested in a mobile campaign, and while they got a very low cost per call, the close rate wasn’t what they were hoping for. They knew that mail beat mobile in overall cost per sale – and they were ready to abandon their mobile program.

My counsel is to hang on. Don’t bail on this program yet. Here are three reasons why:

1. The medium isn’t fully developed. As people become more accustomed to mobile advertising, it’s a given that they won’t respond as frequently. Every new medium has a curiosity factor. The audience wonders, “Hmm. What’ll happen if I click this?” Once they figure that out, they stop clicking as frequently.

When they stop clicking as frequently, they’ll likely click only when they are truly interested in the product. The quality of response will go up and the cost per sale will go down.

2. You can “own” the space for your product. While marketers lament that mobile doesn’t really scale, the good news is that you can have a huge impact for a small cost – if you start right now. Last year the whole spend on mobile display advertising was about $250 million. This year it’s looking like $313 million. But by 2015 it’s predicted to be $1.2 billion.

This makes jumping in right now a very smart defensive move.

3. Pioneers get the benefit of early learning. If you wait until the mobile medium is mature, you’ll likely be playing catch-up for a very long time. Think of how many things – especially in the digital space – are relatively easy to understand and learn early on and then grow in complexity until it starts to feel like you need a Ph.D. in the specialty in order to succeed.

So that means test everything and keep testing. Test what you’ve already tested – because how people use their mobile devices will continue to change rapidly. Don’t focus in on the winners too soon. Keep it broad.

This is what will lead to long-term success in mobile marketing.

 

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Bob Stack

on July 23, 2010

category: a look into agency life

Director of Estimating

Process or results? Pick both.

Some personality tests would tell you that people tend to either be process-oriented or results-oriented. I find that a little amusing. Around here, we’re process-oriented because we’re results-oriented. But we try to never let our processes get in the way of the results.

I’m a problem-solver by nature. I’ve learned there is no silver bullet or one method or one process that applies to every solution.  We establish procedures but use them as guidelines for the areas that need to be addressed. They aren’t law: Too many unneeded procedures can keep a staff member from fully contributing to the success of the team. 

I believe there is an assumption in the corporate world that printing and mailing work is easy, any monkey can do it. This results in an organization attempting to commoditize the work, break it down to simply numbers and parts and forget there needs to be an experienced person that adapts the process to the specific project ensuring all of the parts work together and proactively evaluates the challenges.

My approach to direct mail production is kind of negative. I look at the project, figure out what can go wrong, what are the challenges. Then I seek to minimize the risks, while thinking about back-up plans and options in case things do become challenges.  It takes a group of people to be successful in direct marketing. You have to have experts in each area, but most important, the team as whole must take ownership and responsibility for the entire project, not just their area of expertise. 

To be successful, each team member needs to appreciate and understand, to varying degrees, what happens before the project comes to them, and how the work they hand off is going to be utilized next. Then they can propose solutions that are truly effective – not just something that fits with the process and facilitates their immediate tasks. 

I think each person should inspect what the previous person provided and anticipate what the next person is going to need to be successful.  I believe in teams and trust. I have to trust my co-workers that they are going to look at my work, challenge me and allow me to challenge them on their work.  I have been successful because I am a risk-taker and push the boundaries. But most important to that success is having a good team of people to work with who understand each other’s strengths and weaknesses.  And maybe even more important than that is a corporate climate and culture that allows diversified approaches to success.

 

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Randy Weiler

on July 13, 2010

category: direct marketing

USPS Logistics Specialist

Postal and Logistics Highlights for July

It’s easy nowadays to forget that, while staying ahead of the digital curve, we still need to know what’s going on in the physical world. Here are a few updates pertinent to marketers from the US Postal Service.

BMC no longer:
The USPS continues the switch in terminology from BMC (Bulk Mail Center) to NDC (Network Distribution Center). The locations and purpose of the facilities generally remains the same; just don’t call them BMCs.

Saturday delivery:
The USPS marches forward with its proposal to eliminate Saturday delivery. There is no date set although FY 2011 is currently being mentioned. This proposal is still pending approval. If approved, the intention is only to eliminate delivery, mail processing and transportation would continue. Read more about it here: http://www.usps.com/communications/five-daydelivery/

Did you know?
The Postal Service has different tab requirements for self-mailers and booklets.

Tabs used on self-mailers must be 1 inch in diameter and can be perforated. For booklets, tabs must be 1.5 inches in diameter and cannot be perforated. There are three different types of tabs; clear poly, translucent paper and white paper. Clear poly tabs cost the most and white paper tabs the least. Tab placement requirements vary based on the design of the self-mailer or booklet.

 

 

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