Synergy Says:

YOUR ON MY LIST..... please?

2012-02-23T09:58:00.000-08:00

Recently, while browsing the net, I stumbled upon a website that politely requested I "get on their list." And while I can appreciate the sentiment of the company wanting to keep in touch and make sure that they are regularly communicating with their online community, having someone tell me "I'm on their list" makes me think they have a hit out on my head.

So maybe not everyone immediately jumps to assassination when opting into a mailing list, but it is harder and harder for companies to grow an internal database of opted in prospects who want to hear the news and offers about a given industry. People are more and more protective of personal information, and even enticing offers, giveaways, and "member only" specials are not enough to get people to provide that precious contact information.

Getting in touch doesn't have to be a struggle though. There are a few ways to encourage opt ins to an internal list for future direct mail and email campaigns.

Not all Customers are the Same

2012-02-09T06:00:00.000-08:00

Retention Marketing Vs. Prospect Marketing

Most marketing plans are so focused on acquisition thatthey miss opportunities housed within their own internal customerbase. Acquisition marketing tactics tend to be more expensive andless effective than simply refocusing marketing efforts towards customerretention. The probability of selling to an existing customer is60-70% versus the probability of selling to a new prospect which is5-20% (Source: Top 5 Customer Retention Marketing Tactics” AprilDunford, Rocket Watcher Product Marketing for Startups).Because they have purchased before, current customers havealready proven themselves to be perfectly qualified prospects, andare more likely to redeem any offers presented.

http://upload.wikimedia.org/wikipedia/commons/e/ed/Lambs_segregated_from_sheep_in_Burton_Park_-_geograph.org.uk_-_1377831.jpg

Not only are redemptionrates on retention campaigns higher than their prospectingcounterparts, but response rates, and in turn, return on investmentare significantly better than prospect marketing campaigns. Test aftertest has proven that letters mailed to a list of past customers willachieve more than double the results when compared to the same

Save!

2012-02-02T06:00:00.000-08:00

Check yo' self: The Data Double-check list

2012-01-26T06:00:00.000-08:00

• Is the list targeted to the right audience?
• Is the list current?
• Check against the National ChangeOf Address Registry
• Should it be passed through theDMA's 'do not mail file'?
• Have duplicates been removed?
• Should it be purged of deceasedpersons?
• If the name is incorrect, wouldadding "Or Current Resident" makesense?
Read more »

Maximize your micro-site

2012-01-19T08:00:00.000-08:00

Micro-sites are little heaven sent miracles for marketers. They capture leads, collect information, clean up data bases and perhaps most importantly, they provide one entrance point for all of your marketing messages to funnel through. However, there are a few common errors that make all the difference in when landing page marketing and avoiding the popular pitfalls of improper landing page design can determine whether prospects participate or simply exit the page. Of course a certain amount of drop off is expected. Some users just won't be captured by the content of your site, but by adhering to a few simple guidelines, you can be sure to maximize the benefits of using a micro-site.

1. Make your offer rad.

People don't want junk. furthermore, people are really good at telling when someone is offering them junk. So if you are going to offer company bumper stickers or free pens as the call to action on your micro-site, then you might want to consider alternate expenditures with your marketing money. However, if you can dig deep and offer something that will really excited potential buyers then hold on to your hat and get ready for flood of traffic passing through your page. Take chik-fil-a for example. They sent out about 5,000 postcards offering prospective customers a coupon for a free chicken sandwich redeemable via a landing page. Within weeks, the company had received more than 14,000 responses to the campaign (viral peer sharing with SynergyVX helped too).

Newsletter: The Ultimate Direct Mail Guide

2012-01-12T07:00:00.000-08:00

Putting together a successful direct mail campaign is no easy task; and there are so many factors that play into the success of a mail campaign it is easy to sweat the small stuff while major mail faux pas slip through the cracks. In an effort to save everyone the headache associated with mismanaged mailers, we have put our heads together and utilized our collaborative direct mailing experience to concoct this ultimate reference for direct mail planning.

What Factors Affect Response Rates?

Three Keys to Success

The average consumer spends less than a minute examining a direct mail piece. With that in mind, there are very few factors that actually have an impact on response in that amount of time. So when planning remember that in the 60 seconds a potential customer spends looking over a mail piece, there are really only three things that are going to make a significant difference in response:

The list (who are you mailing to? are they interested in what you have to offer?) determines up to 60% of the success of the campaign
The Offer (10% off, free sandwich, etc. What are you presenting to customers that calls them to act) determines 25% of the success
The design (postcard, letter in envelope- what does your mailer look like, how is it branded etc.) accounts for up to 15% of the success of a campaign.

Save a bundle on postage.

2012-01-05T05:00:00.000-08:00

Postage rates are on the rise once again, and while the post office claims the meager increase is "small" and essential in addressing the economic crisis the government agency faces in their October 2011 press release, those few cents make a deep dent in the wallets of bulk and direct mailers. Highlights of the new single-piece First-Class Mail pricing, effective Jan. 22, 2012, include:

Letters (1 oz.) – 1-cent increase to 45 cents

Letters additional ounces – unchanged at 20 cents

Postcards – 3-cent increase to 32 cents

Letters to Canada or Mexico (1 oz.) – 5-cent increase to 85 cents.

Letters to other international destinations – 7-cent increase to $1.05

ADDITIONAL PRICE ADJUSTMENT HIGHLIGHTS:

■■ The price increase for Standard Mail Letters is slightly below the overall average at less than 1.9 percent

■■ A new 3-month pricing option will be available to rent PO Boxes for people on the move and others that need a PO Box for a shorter time period.

■■ Delivery Confirmation will be free for several parcel products as the Postal Service continues to make tracking an integral component of parcels mailed at commercial rates.

So how can direct mailers protect our pocket books?

Take Advantage of Discounts:

While we are unsure whether bulk and non-profit rates will change bulk postage rates and non-profit rates will definitely be a major savings over first class

2011-12-22T08:36:00.000-08:00

Eat too much and enjoy your friends, family, and time off.

Looking for something to read? Catch up on our past Newsletters!

Why Customer Retention

Direct Mail Strategies for the Internet Era

Direct Mail Discrimination: Its a Problem

2011-12-15T08:58:00.000-08:00

The internet has created a virtual Pandora's box for marketing- allowing companies to reach customers through more mediums than ever before. However, at some point this revolution lead to the popular misconception that the younger generation of consumers have no interest in offers presented via direct mail. For shame we say. For it seems that direct mail has the unique ability to cut through the marketing noise of offers targeted to youths and generate....(wait for it).... a response.

Don't believe us? Well my marketing mavens, numbers don't lie. A recent study of the response to standard mail pieces by age of head of house hold (completed by the DMA in 2011 none the less) shows that of those respondents aged 22-24 more than 18% say they will respond to direct mail. But the real kicker is that this is a 12.8% increase over previous years- meaning not only is direct mail working, but it is working better than ever and growing in popularity amongst younger consumers. And its not just youngsters looking to respond to mail, studies have registered that a wide range of consumer demographics are becoming more and more likely to respond to multiple formats of direct mail- including everything from post cards to catalogs.

Read more »

Greetings! Your Customer Retention Solution Has Arrived.

2011-12-08T09:43:00.000-08:00

Synergy's Personalized Greeting Card Studio

With a 99% open rate, greeting cards are a great way to reach out to past customers, say thank you, follow up appointments or inquiries, and send out birthday or holiday greetings to your clients and prospects.

Learn More>

Receive a $100 Visa Card with your Greeting Card order! For a limited time only.
www.synergyvxpromos.com

Each full color card is personalized with the name of the recipient to encourage response, and add a personal touch.

Receive a $100 Visa Card with your Greeting Card order! For a limited time only.
www.synergyvxpromos.com

The Details:

4/4 color greeting card

Printed on 140 lb index

Full digital variable printing both sides

Inserted into colored, closed face, blind matched A7 envelope

Learn More>

Receive a $100 Visa Card with your Greeting Card order! For a limited time only.
www.synergyvxpromos.com

Take take your design out of the box.

2011-12-01T00:25:00.000-08:00

Feel your mail program is becoming a little.... stale? Perhaps it is time to mix it up a bit. While postcards and letters are sure to get some response, these unique designs really kick things up a notch (to quote Emeril Legasse).

The key to utilizing the strategy effectively is to be creative, unique, exciting, funny, or extreme while keeping the message and content of the mailer relevant to your company, your product and your brand.

Multi-Channel Mailing: Modern Direct Mail Strategies

2011-11-17T15:08:00.000-08:00

The internet has created a virtual Pandora's box for marketing- allowing companies to reach customers through more mediums than ever before. The internet has given people the ability to communicate faster than ever before. giving companies cheap, immediate access to consumers And it is not just the internet; Smart phones, tablets, social media and emails await at the fingertips of consumers, all ready to present offers, send responses, and gather information. However, at some point this revolution lead to the popular misconception that less expensive internet tactics are more effective at targeting consumers than the more traditional direct mail. For shame we say.

DMA studies have shown that the average cost per lead generated by direct mail is around $47.00, where email delivers a slightly higher cost per lead at $53.85, where the average lead generated from paid search campaigns cost around $99.47. While “more modern” online strategies seem essential in the competition for consumer’s attention, direct mail is still the medium “hitting home” and reaching prospects.

Studies have registered that a wide range of consumer demographics are becoming more and more likely to respond to multiple formats of direct mail- including everything from post cards to catalogs. In the wake of the communications revolution, direct mail has the unique ability to cut through the marketing noise of offers to generate.... a response.

So it seems that the change of heart might be coming too soon. The findings of a recent research project and subsequent study done by leading global research agency , “Using Neuroscience to Understand the Role of Direct Mail” tells us that direct mail still maintains its ability to cut through clutter and deliver calls to action; meaning mail is still a powerful part of any marketing campaign.

Why it Works:

The Neuro Science behind Direct Mail

The research project used fMRI brain scans to see which areas of the brain became active when participants viewed the same marketing message as a physical piece of direct mail and digitally on a computer screen- Showing that our brains process paper-based and digital marketing in different ways, and in particular that paper ads caused more emotional processing; suggesting “the brain is more emotionally engaged and is potentially reflecting more on a response” when viewing direct mail, says Graham Page, executive vice president of consumer neuroscience at Millward Brown. Also, because the brain saw mail as real, deeper memories were likely being created.

Out with the old, and in with the new:

Using technology to your advantage

Mail is still an essential element of marketing programs, but its role has changed. The traditional direct mail strategy of “spray and pray” is no longer enough to maintain active engagement from a customer base. People are not living “single channel” lives- Consumers are interacting with one another constantly, via email, social networks, text messages, even magazines and radio commercials are constantly shouting messages at consumers; hitting prospects with a single marketing message from a single channel is not enough to catch their attention.

The problem now is determining which avenues are the most effective in which to pursue potential customers. (Read More)

Request the Remainder of this Article

Posts We Love

2011-11-14T12:22:00.000-08:00

Here are few articles that have been buzzing around the office, we thought we would share with you.

Database: Address Quality Gatekeeper

Target Marketing Magazine.

Collecting and maintaining accurate address information is an issue for companies of all sizes. The ramifications of poor address quality can be far-reaching and expensive. What you need is a gatekeeper.

In the past, organizations often didn't take steps to tackle issues with inaccurate customer information because it resided in multiple, unconnected databases. Individual business units kept their own records, so departments like sales, service, marketing and billing may have had data on the same customer in different formats on different servers with no standardization. Even with integrated CRM systems, this issue ....

How Three Companies took Content Marketing to the Next Level

By Shane Snow

It goes by many names: branded content, custom publishing, content marketing. Cheap and ubiquitous web technology has become fuel for a rising trend of businesses becoming publishers and brands becoming media companies. Through content creation, brands can engage directly with an audience rather than relying on intermediary media channels. If you publish and spread great content, customers will come to you.

"Socially Awkward Media"

2011-11-03T08:16:00.000-07:00

Social Media networking has become a standard in marketing departments in almost every industry. But it seems even corporate giants have not worked out all of the kinks in their social media strategies. An article from Forbes Reveals some of the biggest blunders on the web:

Budweiser is the only one of the top 50 global brands to direct users to an “unfiltered” Facebook wall. That means that the other 49 are actively limiting what consumers can see on their pages.
89 percent of consumer replies on company’s Facebook pages remained unanswered. Case in point: Gucci didn’t reply to a single thread in the last three months. Eleven companies, meanwhile, responded to more than just one consumer.
Even when marketers responded, only 15 percent of their posts “invited further conversation” and 17 percent actually “addressed the consumer by name.”
If you check out financial firms like J.P. Morgan and Citibank’s Facebook brand pages, there’s actually not much going on on their walls.
Those that were a bit more friendly and responsive on Facebook averaged a consumer-to-company post/response ratio of 3:1. Most, however, had a 1:4 ratio.
Just 5 percent of company-to-consumer posts actually encouraged discussion. The majority, 71 percent, were actually promotional offers. Canon’s Facebook page, for instance, includes a plug to win its Canon IXUS 105 digital camera.

What can we learn from the error of others ways? The key to social media marketing lies in honest interaction with customers. Consistency, patience, and most of all, engagement are the only ways to win over the fickle online masses. And of course, what you don't Say can hurt more than what you do- Ignoring complaints and unhappy customers online never helps.

Building a better business Card

2011-10-28T09:39:00.000-07:00

We find that it is a lot easier to sell people things when they can actually get a hold of you. What better way to make sure people are going to keep in touch than with a stellar business card that they will be sure to keep? Double click to expand the image in your browser.

Not sure who created this one, but we found it at: http://disqus.com/forums/calgarybusinesblog/dissecting_the_successful_business_card_calgary_business_blog_matt_kermode/trackback/

2011-10-20T08:15:00.000-07:00

These great Marketing quotes from @hubspot keep us on the right track. Enjoy!

101 Awesome Marketing Quotes

View more presentations from HubSpot Internet Marketing

Pick Me.

2011-10-13T07:39:00.000-07:00

Deciding on a marketing partner can be a tricky business. So in order to make the decision easier, we have provided this list of genuine, bona fide reasons that your should probably just end your search now and pick us. If you need more convincing, call an account executive at (888) 344-2842 and I'm sure they will be more than willing to alleviate your hesitation with a lovely new customer discount.

We are really nice. And we like it here.

Believe it or not, we like our jobs. We are friends with our co-workers, and we are excited to get to work everyday. That's great for us, and its even better for our clients. We constantly are giving one another feedback, sharing successes, analytics, and ideas. By ensuring open lines of communication within our company we are able to protect our clients best interests, working as a team and and using our collaborative knowledge to build each and every campaign into the best it can be.

We know whats up in the marketing world.

Marketing makes us happy, so we know things about it. Like I said, we like our jobs. Our enthusiasm for marketing keeps us active and always on the cutting edge of the latest trends across all media channels. Plus, our unique atmosphere of encouraged communication, means we all share what we have learned with one another, and use that knowledge to better serve our clients.

You'll get your own marketing Guru (free!).

Each one of our account executives are trained to act as marketing consultants for his or her clients. While most agencies (especially print shops) are happy to let their clients send out an ineffective campaign while they sit back and collect a check, our account executives are passionate about marketing and will use their knowledge help to guide their clients to the best possible campaign. All of this knowledge is provided at no additional cost to our clients, because what is good for our clients is good for us.

Everything is in Da' House.

We are able to create your marketing vision from start to finish in our Santa Ana, CA facility. Our internal creative team, copy writers, data specialists, Account Executives and Printing presses are all able to work together under one roof, saving time, and the extra expense of outsourcing. Plus our "one-stop shop" ensures that all of our clients marketing materials are consistent, cohesive, and directed towards achieving the goals of your campaigns.

We'll give you presents.

We are not above bribery and shameless self promotion.

Ok... just kidding. But, our clients are awesome. And we are well aware of their awesomeness, and like to reward them for it from time to time. Whether its a fun sweepstakes giveaway, a percentage off your next order, or even just some cash back once in a while, we get the importance of perks. There are trillions of choices available when choosing a marketing partner and we genuinely appreciate the investments our clients and strive to be worthy of your marketing dollars.

Why Customer Retention?

2011-10-06T06:07:00.000-07:00

Customer Attrition is not a new problem. However, the dawn of social media has sparked what is being called the “communication revolution,” and it is easier than ever for customers to seek out new companies to do business with and voice their opinion when they’re unhappy. Marketers are more aggressive than ever before and with targeted marketing campaigns dropping into prospects’ inboxes, newsfeeds, mail boxes and even cell phones, people are being flooded with offers from companies begging for their business.

All of the competition for business has proven customer loyalty to be difficult, but not impossible to achieve. Providing quality products and services at reasonable prices is a great start, but customers today are so berated with offers from the competition, great prices and service are not always enough. Customer service no longer just pertains to face to face or in store encounters, customer service encompasses all aspects of a customer’s experience with a company, from the initial touch, through the sale, product performance, ongoing support and replacement. Instating a regular customer retention program goes the extra mile and shows customers their business is valued, while reducing marketing costs, increasing purchase frequency, and improving brand image. Customers are looking to buy from companies that appreciate their business, and go the extra mile to show them that.

Why Are Visitors Leaving?

The little known reason customers defect.

While price is a contributing factor, particularly in our current environment where most customers – consumers or businesses – perceive the majority of products and services to be commoditized, service is the primary factor. Low price isn't nearly as compelling to a customer because consumers and businesses are being flooded with offers promising to produce twice the service at half the cost, but a company providing great service and a genuine interest in the needs of customers is the rarity. A study by RightNow Technologies shows that 73% of customers leave because of poor customer service, while the Rockefeller Corporation shows that 68% of customers leave because they think that corporations do not care about their business (source: “#1 Reason Customers Leave” Ann Barr, Ann Barr Blog). People are creatures of habit- what customers really want is a company they can trust and build a relationship with over years, not just a one-time shop- but they are not willing to give their business away to a company that does not appreciate their time or dollars.

Your customers are your competitors’ prospects.

Today’s customer is more vocal than ever before, and social media provides them with a platform to share every aspect, good and bad, of their shopping and buying experience. So if a customer is unhappy, it is easier than ever for competing businesses to capitalize on the experience and target them with special offers to gain their business. Marketers have planted their most enticing offers in front of their ideal prospects- customers buying the same products from elsewhere but have reason to be dissatisfied. Most customers leave a brand they are currently loyal to because they believe another company is more deserving of their business.

Not all Customers are the Same

Retention Marketing Vs. Prospect Marketing

Most marketing plans are so focused on acquisition that they miss opportunities housed within their own internal customer base. Acquisition marketing tactics tend to be more expensive and less effective than simply refocusing marketing efforts towards customer retention. The probability of selling to an existing customer is 60-70% versus the probability of selling to a new prospect which is 5-20% (Source: Top 5 Customer Retention Marketing Tactics” April Dunford, Rocket Watcher Product Marketing for Start ups).

The Internet Marketing List. 59 things you should be doing, but probably are not.

2011-09-29T08:38:00.000-07:00

When rebuilding Synergy's website, these tips were a go to guide, and I have to give a big thanks to Ian at ConversionMarketing.com for this info packed post.

Internet marketing is about lots of little things, not one big one. This list is half-list, half-procedure. If you go down these items in order it might give you a decent internet marketing plan for the next few months. If you have others, post ’em as comments:

If you have a Flash introduction on your web site, delete it. If you don’t agree, try this: Shove your head into a bucket of water. Stay in there, not breathing, for 10 seconds longer than is comfortable. That’s what you’re doing to your customers. Delete it, please.
Check the load speed of every page on your site. If any load in more than 10 seconds, fix it (2-6 seconds is far better). If your developer says they can’t, and it’s not your own network causing the problem, fire them. Here’s a good page load tester.
Check your site for broken links. You can use a tool like Xenu. Fix those links. Do not pass this step until you’re done. If it takes your developer more than a week to do this step, again with the firing thing.

19 Ways to Make Yourself a Direct Mail Super Star

2011-09-22T11:24:00.000-07:00

Even the best direct mail campaigns lose momentum after a while. The audience becomes saturated, or the market changes, or one of a million other reasons interfere with your awesome marketing message reaching its intended audience.

Fortunately for you, we have a few tried and true tactics proven to send response rates soaring skyward. doubtful? Try one, or try them all and watch your direct mail campaign gain back the attention of your audience.

The Outer Envelope:

Rotate your Envelopes: By the second or third time a prospect sees an envelope, they already know what is inside of it. By taking a control piece and switching the envelope regularly, you will keep people guessing.

Use a live Stamp: A live stamp gives the feeling of a smaller mailing, rather than a bulk sales message or worse.... bills. Putting a live stamp on the envelope gives the impression that someone sat down and addressed that envelope just for them, a nice personal touch.

Test the Next Size Up: An ordinary #10 envelope can get lost in the hoards of mail flooding out of our mail boxes. By swapping a #10 envelope for a 9x12 we have seen response rates jump up more than 300%

Test a Vellum or Plastic Envelope: Sometimes being able to see the contents of an envelope is enough to entice the reader to open it. Along the same lines, try using a larger window on a regular #10 envelope. Having the first line visible to the recipient can grab their attention.

"Bulk" it up: Anything to keep the envelope from looking flat will encourage recipients to open it. We have tested sending out pieces in a UPS envelope and got a 99% open rate.

Read!

2011-09-15T11:23:00.000-07:00

We love bloggers around here, and we couldn't resist sharing these juicy blogs.

Finding Your Way Through the Analytics Mire
By: Dominique Ellis

QR codes, PURLs, direct mail, print ads, PPC ads, banner ads, Facebook shares, tweets; the ever-growing list of innovative ways to reach new customers is enough to make any marketer scream.

Cross-channel marketing is quickly becoming the norm in the industry. It’s no longer enough to send out an email blast and expect results. Brands and businesses are doubling and tripling up on marketing mediums used in a single campaign. While it’s important to touch customers on multiple fronts, let’s not forget the most important part of any cross-channel marketing campaign — the analytics. Read More...

__________________________________________________________________________________

How To Use Mobile QR Codes to Drive Engagement

by Matt Krautstrunk on May 6, 2011 · 7 comments

in Marketing

QR codes are one of the hottest topics in mobile. They are becoming more popular with marketers, and in turn, consumers are catching on. According to a survey from MGH, mobile consumers are responding to the influx of popularity with QR codes, “32% of smartphone users say they have used a QR code and 70% say they would be interested to do so, either for the first time or again.” Currently marketers are using QR Codes to offer promotional discounts (53%) and enter sweepstakes (33%), however QR codes have a place in social to drive engagement. Read More...

The anatomy of a perfect landing page.

2011-09-13T15:27:00.000-07:00

We love a good infographic. Especially when they are full of useful design tips. Even if your not a landing page lover, the list of colors and the response they illicit is ever so handy. Double click to expand the image in your browser.

The Consumer Science Behind Social Sharing

2011-09-09T11:36:00.000-07:00

Consumer behavior plays a strong role in why some offers generate response, why some offers are spread, and how they are ultimately redeemed. Synergy Vx software is designed to capitalize on known consumer behaviors, particularly peoples strong tendency - genetic compulsion in fact- to imitate others.

Synergy Vx Platform acts as an accelerator, using social networks to spread offers amongst prospective customers with similar demographics to current customers. How? Viral Social Sharing.

And while it sounds complicated, the software embellishes the value of traditional marketing exponentially with the simple addition of a Smart PURL or Social URL.

<www.synergyvxpromotions.com/JohnDoe> www.synergyvxpromotions.com

Marketing: Bests and Worsts

2011-09-01T08:16:00.000-07:00

Pretty in love with this Infographic from MarketingDegree.com. Thanks!

Infographic by

Direct Mail Saves the World.... Again

2011-08-25T08:19:00.000-07:00

Times are tough, and both pocket books and the planet are taking a beating. But good old Direct mail comes to the rescue once again, and fitting your campaign with earth friendly green practices can not only draw in some customers, but maybe even save a little green in the wallet too. So maybe it won't save the world... but its a start.We love these tips from the USPS website on going green!

Green ideas for mailers:

Artist Sandhi Schimmel Gold has another take on going
green with mailers. She uses "junk mail" (her words, not mine)
to create portraits, like this one.

Regularly update and improve your mailing lists to limit duplication and waste.

Use research to effectively target your customers. Folks who live in apartment buildings, for example, probably don’t need lawn services.

Allow customers to opt out of your mailings to ensure you’re not sending them unwanted mail.

Use recycled materials for the mailings you create.

When sourcing paper, make sure that it comes from forests managed with practices certified by independent, third-party organizations such as the Sustainable Forest Initiative (www.sfiprogram.org) and the Forest Stewardship Council (www.fsc.org).

Design your mailings to be recyclable, too, by printing with water-based inks, on uncoated paper stocks, and sending windowless envelopes.

Print on both sides of the paper to save resources and reduce mailing costs.

Ship your products with USPS Cradle-to-Cradle^SM certified packaging, and encourage customers to save energy with USPS delivery.

Encourage your customers to recycle the mailing once they’ve read it, and tell them how you made your mailing as green as possible.

Use a PURL instead of a BRC. It will save paper, and money on postage.

Want to evaluate the environmental impact of your marketing process? With help from the DMA you can. Complete the checklist and generate an environmental action plan and/or policy for your company.

Direct Mail on the Brain: “Using Neuroscience to Understand the Role of Direct Mail.”

2011-08-18T08:17:00.000-07:00

Thinking of turning your direct marketing budget over to more "internet-inclined" tactics? Consider the findings of a research project and subsequent study done by leading global research agency Millward Brown, “Using Neuroscience to Understand the Role of Direct Mail.”

Some of the key findings of the study were:

Tangible materials leave a deeper footprint in the brain.
Note: This is not just because the physical materials stimulate both sight and touch; the subtraction of brain signals from the scrambled materials accounts for this.
Material shown on cards generated more activity within the area of the brain associated with the integration of visual and spatial information (the left and right parietal).
This suggests that physical material is more “real” to the brain. It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks.
Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
The brain’s “default network” appeared to remain more active when viewing direct mail. Activity in this brain network has been associated with a greater focus on a person’s internal emotional response to outside stimuli. This suggests that the individuals were relating information to their own thoughts and feelings.

Page says the implication is clear — direct mail should still have a place in marketing strategies, even in the digital era.

“While there are huge benefits of taking advantage of virtual media, our research suggests that we shouldn’t be forgetting more physical media like direct mail,” says Page. “Physical, ‘real’ events like receiving direct mail add an element that virtual campaigns cannot.”

Our Facility!

2011-08-17T09:51:00.000-07:00

Check out the Spot where the Marketing Maven's at SDR make Mail Magic.

The Most Adorable Mail Trend Ever.

2011-08-11T08:25:00.000-07:00

Since the dawn of email, "snail mail" as it has been affectionately coined, has no doubt declined in popularity. Snail Mail is slow, and not nearly as free as email is- but email notably lacks the charm and personal touch that comes with a handwritten letter (and pretty much all forms of instant communication). Hence the dawn of the adorably geeky-chic (and non-profit!) organization, Snail Mail my Email.

Viral Marketing for the Every-Man (I mean, Marketer)

2011-08-04T09:10:00.000-07:00

We talk a lot about the importance of integrating direct mail with new technologies and new trends in marketing. Its what we do all day we get a little.... enthusiastic, to put it lightly. But one such new technology we can't seem to get over is Synergy Vx.

Not only does Synergy Vx easily integrate with direct mail, but it is a no maintenance, no installation, no worries solution for all your marketing programs.

Synergy Vx is a custom landing page and analytics software platform built specifically for direct marketers that’s proven to dramatically increase response, engagement and ROI. Simply put, Synergy Vx will increase campaign response and ROI, while decreasing the resources necessary to implement them. Simple. Secure. Scalable.... and sharable.

See for yourself:

www.synergyvxpromotions.com

How does it work?
It is simple really. It all starts with one of those friendly little PURLS we all know and love. Direct recipients of any marketing materials to a customized, branded landing page designed highlight your offer and collect valuable customer information. Straight forward enough.

Email Marketing: Who, What, When, Where, and Why?

2011-07-27T15:39:00.000-07:00

The dawn of the digital has keep marketing experts well... busy to put it lightly. New methods of communicating seem to arrive everyday, and sometimes its a struggle just to keep up, but since its beginnings, Email has been one of the worlds favorite ways to keep in touch. It is available virtually all over the globe, and most people have instant inbox access on their cell phones. Because it is a quick, easy, and cheap way to broadcast a message to an audience, email has become a virtual Pandora's box for marketers, filling up inbox's and clogging spam filters everywhere. With all of the ads, spam, and general "bad emailers" recipients have gotten good at using opt outs, spam filters, and bounce backs leaving marketers and business owners all but banished from electronic mailboxes everywhere. Consumers are on guard against the over-communicators, unsolicited, and poorly planned, but that doesn't mean that marketers should abandon the hopes of reasonable response rates on marketing emails, it just means that marketers need to be clever and more effective in planning.

The 5 W's of Effective Email Planning

Just like when writing a paper in school, it is important to consider Who, What, When, Where, and Why to send an email campaign. To "Batch and Blast" or "load and Send" email campaigns simply doesn't work any more, email marketers need to strategize and keep in mind the goals of the company's overall marketing strategy and then utilize email marketing as a means to achieve them.

We found it. Marketing's Missing Link.

2011-07-21T10:39:00.000-07:00

The recent evolution of communication in the marketing world has created two very distinct "schools" of modern marketing, the new school techie, obsessed with social media, the internet, text messages, etc. and the traditionalist, still hanging on to print ads and radio commercials like a life raft in a sea of emails and tweets.

While nay-Sayers scoff at the good old fashioned traditional tactic of sending customers and prospects communications via the sweet old post man, marketing agencies, and directors alike are noticing that response rates on parcels, packages, and letters have not only held strong in the digital age, but in some industries, even increased. So believe it or not, it looks like direct mail is here to stay.

We just couldn't resist showing off a bit....

2011-07-14T15:55:00.000-07:00

Here at Synergy, we love what we do and couldn't help showing off all of the exciting things we have been working on .... just a little bit.
Mail Programs | PURLs | Synergy VX | Analytics
Synergy Direct Response is a full service direct response agency, focusing on creating and maximizing the success of effective direct mail marketing. Our extensive client portfolio is divided into five divisions, managed by experts in their respective fields: Corporate accounts, non-profit, financial services, automotive, and boutique business.

Since 1989 we have mailed over 500 million pieces of mail for our diverse clientele such as: Red Cross, Di-tech, Blockbusters, Hoag Hospital, E-Loan, Fletcher Jones Mercedes, La Costa Resort and Spa, and Direct TV.

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Are YOU sending Direct mail into the Black Abyss?

2011-07-07T12:21:00.000-07:00

It is time for Tracking!

With all the excitement of creating and deploying a direct marketing campaign, back end analysis too often falls by the wayside and is forgotten about. And while the incoming business and respondents to the initial campaign are valuable, tracking and analyzing the response to a direct marketing campaign provides priceless feedback and insight for that the marketer can use to optimize not only the current promotion, but also future campaigns and marketing efforts.

3 Simple steps to Campaign Optimization

There is a basic "formula" to successfully testing and evaluating a campaign:

Establish elements to be tested, and prioritize the how they will be tested, as well as how the result will be measured. Consider what constitutes success and failure of each element.
Construct appropriate methods of tracking and measuring the results.
Continually evaluate the findings, and implement new strategies for future marketing efforts based on the results of previous campaigns.

5 reasons PURLS are great (and 2 reasons VX PURLS are better still)

2011-06-30T14:28:00.000-07:00

The world of marketing is changing at light speed right now, with the the constant evolution of social media platforms and viral sharing all this technical mumbo-jumbo can be dauting for a marketer, not to mention customers. That is why we love PURLS so much at here at Synergy. Yes, they are a little more technologically advanced than say a simple postcard, but there is nothing overly complicated about it. Must be why campaigns with PURLS typically see a 30-60% increase in response.

5 reasons PURLS are great (and 3 reasons VX PURLS are better still)

1) They are still "cool" without being scary. PURLS do a great job of incorporating social media and other forms of online marketing into a mail campaign, but they will not intimidate users that are.... less than technologically savvy. While QR codes are great for this also, they can be intimidating to a prospect who has never seen one before, and can be a big detourant for someone that might have previously redeemed your offer. Almost everyone knows what to do with a URL, but actually having the prospects name in the URL will catch their attention because that is new and a little exciting. Not to mention, adding the prospects name will make them feel a little special. People like a little personal attention.

Read more »

Stop Interrupting me. Seriously. It's rude.

2011-06-20T13:41:00.000-07:00

Even the most adorable brand image
can irritate the wrong demographic.

I grew up with 3 younger brothers. And while it was a brilliant, exciting, and a busy way to grow up, dinner time will forever be known in my parents’ house as the witching hour. When food finally hit the bellies of three excited little men, a quiet chatter of booger stories, entree swaps, and tales from the sandbox, would grow into a roar of armpit farts and hysterical giggles. Then about halfway through the meal, mom, exasperated at trying to carry on a conversation, would finally holler "STOP INTERRUPTING ME! IT'S RUDE!" And the roaring boys would scale back their commentary to a temporary whisper, allowing the adults a few brief minutes in which to enjoy their meal.

Well times have changed and my three little men are no longer so little, they are now 3 strapping athletes, that can hold their tongues (and booger stories) until after dinner. But I could not help but to be reminded of many dinners past and moms' fervent enforcement of table manners while I was watching my favorite TV show recently... Without TiVo (queue ominous music).

Literally every time something exciting happened the station would flip on five minutes of the most obnoxious TV commercials I have endured (due to the aforementioned TiVo, commercials are immediately and righteously obliterated with my lightening quick fast forward finger). Mom's mantra repeated itself in my head. But unfortunately for me, brands are far tougher to convince of manners than my brothers seemed to be.

It got me thinking. Perhaps, it might be good for marketing departments everywhere to take a lesson from dear old Mom.

What is your TFF Ratio?

2011-06-20T10:47:00.001-07:00

Your TFF Ratio (Twitter Follower-Friend Ratio) is the ratio of your followers to friends (or people who you follow). The higher the ratio, the more Twitter heat you pack.

A ratio of less than 1.0 indicates that you are seeking knowledge (and Twitter Friends), but not getting much Twitter Love in return. Check your pulse, you might be a bot.

A ratio of around 1.0 means you are respected among your peers. Many people think that a ratio of around 1.0 is the best - you're listening and being listened to.

A ratio of 2.0 or above shows that you are a popular person and people want to hear what you have to say. You might be a thought leader in your community.

A TFF Ratio 10 or higher indicates that you're either a Rock Star in your field or you are an elitist and you cannot be bothered by Twitter's mindless chatter. You like to hear yourself talk. Luckily others like to hear you talk, too. You may be an ass.

Design Dreamy Direct Mail. All By yourself.

2011-06-03T13:55:00.000-07:00

Direct Mail design is a tricky business, and a good design can make all the difference in the success of a mail campaign. So we decided to make good use of our talented design team, to inspire you all to create your own dreamy direct mail piece.

Why Gamble with Your Marketing Budget?

2011-05-19T10:45:00.000-07:00

As marketers, we know better than any one how fickle consumers really are. One day, print ads bring new prospects flying through the door, the next it is the post card that gets the phones ringing. One can hypothesize as to how well any given campaign may do, it is impossible to ever guarantee result from any marketing effort. Advertising professionals essentially cast out a huge net of marketing materials, hoping to lure back enough business to sustain the company until they are able to afford the next burst of advertising.

Marketing agencies are more than happy to deal out expensive add ons, or more variables that may increase response to "test". But like frustrated marketing directors everywhere, we have been racking our brains here at Synergy to come up with a better way to gain generate leads than simply playing the odds and hoping to attract enough business to justify the cost.

And thats when the 'Super Marketers' here at Synergy came up with.....(drum roll please)

Stand on your Soapbox... and Tweet.

2011-05-06T14:48:00.000-07:00

....Umm... hello out there?

"Extra! Extra! Read all about it!" Back in the days when newspapers were the only source of mainstream news, a platform and a booming voice were all anyone needed to gather a crowd for a big announcement. But now days, calling attention to your company is not so simple. Big brands and small companies alike are screaming about their products and services from every rooftop, platform, stage and soap box they can clamor to the top of- and customers are sick of hearing it. Instead of gathering around these screaming corporate giants, people are essentially hiding from them; opting out of emails, “un-friending” on Facebook, or un-following on Twitter. What is the trick to gathering a crowd that is not only listening to what you have to say, but actually engaged, excited, and ready act on your announcement?

With more than 16 million facebook
fans, Skittles gets social media.
Their quirky funny status keep fans
chuckling and always ready for more.

To really keep virtual friends and fans engaged in your online brand you need to speak to them about something of interest to them specifically. Don't be afraid to give back to the community.

Guerrilla marketing- What Marketers can Learn from Street Artists

2011-04-25T12:33:00.000-07:00

Most of us have gotten the email - the super dimensional chalk drawings done on sidewalks, streets, and alley ways has virtually circled the globe a few times, and with good reason. Instead of going to Gallery owners, art brokers, and museums, this talented artist took to the streets and started putting his temporary chalk images in the center of busy civic centers and walkways, gaining permanent recognition in not only the art community, but the advertising community as well- and corporate giants are now following suit, putting branded images in unexpected places. (Thank you to redjellyfish.com for their collection of street art pics, I borrowed a few)

But there is more to be learned from street artists than just how to get your images seen, street artist are masters of "Guerrilla Marketing"- getting their opinions, messages and art to the masses without breaking the bank or utilizing tired and dated tactics. Street artists are very 'avant garde' in their approach, and the world of advertising and marketing could take a lesson or two.

Read more »

Making Direct Mail Modern: Why this dinosaur will never go extinct.

2011-04-22T11:41:00.000-07:00

As a direct marketer, I love direct mail. It is cost effective, targeted, and reaches your customers in a place where they will actually have time to sit down and read what you have to say. But with social media and internet marketing increasing in popularity everyday, more and more brands are turning their backs on their tried and true direct mail campaigns in favor of flashy new online tactics- throwing dollars and time into YouTube videos, SEO, mass emails, and pay per click ads. Of course there is no denying that social media networking and marketing have revolutionized the way that people buy, and the way that consumers interact with brands, but this is not reason enough to abandon the more traditional marketing strategies we know and trust in favor of new, largely unknown marketing territory.

So, what is the trick to balancing the trendy, and instantaneously gratifying social media market with proven, conventional means of direct marketing? INTEGRATE! Instead of treating traditional and online marketing like separate entities, treat them as one cohesive campaign, with the same goals, hitting the same prospect through multiple avenues, ultimately, increasing response across all marketing channels.

What I Learned from Hootsuite's holiday Hoax:

2011-04-15T11:04:00.000-07:00

HootSuite has managed to sucker me into reading their emails, and probably forever. While usually I cannot delete corporate blasted emails from my inbox fast enough, HootSuite's clever April's fools prank convinced me not only of their reign over the realm of twitter add-ons, but also of their marketing teams prowess.

On April 1st, I received the following email with the subject "HootSuite Pivot - CONFIDENTIAL & INTERNAL" from a Mr. Ryan Holmes, CEO of HootSuite, which reads:

Board, Investors and Friends,

Things have been going really well at HootSuite for the last while, but after watching the massive growth of Zynga and the likes, I've been thinking a lot about if we are in the right business? Building on top of third party platforms can be challenging, and the team and I want a change. I know that this will come as a surprise, but as of today we're pivoting business models with the launch of Happy Owls (screenshot and link to private beta below). This game is really addictive and I think we stand a great shot of making an even bigger splash in a really fun market.

As always I appreciate your support, and please keep confidential until our public announcement on Monday.

Ryan
______________________________
Ryan Holmes, CEO
HootSuite - Social Media Dashboard

About Synergy Vx Software

2011-01-17T14:40:00.000-08:00

For better or Worse- making the best of negative feedback in a public domain

2011-01-06T11:35:00.000-08:00

Recently, I decided to invest in a coach purse. I perused the latest styles online, looking for something that was exactly the right size, the perfect chocolaty brown that I love, and with that structured 1940's handbag feel that matches all my shoes.

In my research (I feel like a $300 handbag is an investment that merits a little research)I stumbled upon the companies facebook fan page. I have to admit, I am impressed. The page is covered in pictures, updated daily at least. it links to their website, their twitter, their facebook, and their youtube (that blog is soon to come), store locator's, pictures of the newest collections, even an album of celebrities spotted wearing coach can be found in the archives of Coaches fan page. Someone over there knows what they are doing.

But the best and most impressive part of the page, was the constant interaction that the company had with their one and a half million fans. Coach is one of the rarer major brands, that allows their fans to post on their wall, (Going back to post on "Socially Awkward Media" this is not a common occurrence ) but they also, wait for it, respond! They thank users for compliments, reply quickly to questions, and actively comment on the pages and pictures of relevant "friends". That alone is enough to impress me, but what really suckered me in, was how well they handled negative feedback, (from their fan page):

Rachel Chia Huay Toh I bought a coach wristlet from US, when I return home and found that the color of the wristles is not match with the one from online. Can you help to advice, how am I going to return and get the correct color one?

Not that it takes a genius to answer simple questions, but the majority of brands seem to either delete or ignore anything that could be seen as negative.

What coach is doing, by leaving these potentially negative posts on the page, but addressing the concerns of the customers, is showing how good their customer services is, and that they actually care about the plight of their consumers and are actively working to create a better product and services for their customers. And as a customer, I care a lot more about that, than making a purchase from a seemingly perfect brand.

Now I'm off to go buy a purse ;-)

Are You a Spammer?

2011-01-05T01:12:00.000-08:00

No Marketer wants to think of their emails being viewed as SPAM- but with out a decent definition of what recipients consider SPAM its hard to follow the rules. This great infographic from www.flowtown.com is a great resource to utilize when planning email campaigns (Double click to expand the image in your browser).

Back to the Roots.... No prospect is more valuable than someone who is already buying from you!

2010-12-27T12:58:00.000-08:00

It has been said that there is nothing new under the sun, just the same things with a new face. I can agree with that statement- at least in terms of marketing.

Companies put so much effort and energy into their marketing campaigns, trying to come up with the next "it" trend, and figuring out how to get their message into the hands of ideal prospective customers. Postcards, email campaigns, text messages, social media sites, with so many channels open to communicate through, finding the best medium and combining that with the most powerful offer can not only be daunting, but down right impossible.

My theory is this: there is no need to reinvent the wheel with every campaign! While consumers are saavy as ever, people still want what they have always wanted, a great product, for a reasonable price, from a trusted provider (here's the key) who appreciates their business and the money they spend there. It is so easy to forget about customer appreciation- but it an essential part of the equation in terms of marketing.

People talk, and a happy customer is more and more likely to refer a friend or family member if your business is something that is on their mind. Reaching out to those that are already your customer not only reminds them of your presence (or their intention to go in an make a purchase) but it also shows that you as a retailer (or service provider) recognize them as a customer and are willing to make an effort to maintain the business relationship that you have already built. Marketing to people that are already your customers is invaluable, because the hard part is already over- you have their business, now just keep it!

But how do you expect to grow a business with out reaching out to new prospects? Here is where you can put your customers to work for you! Offer them incentives to share your special offers and promotions. Offer incentives for referrals, or buy one get one free promos. There are a million ways to get your customers talking about you. And the plus side is, the customers that are gained by word of mouth marketing already have an emotional tie to your brand, because someone they trust sent them there.

So when it comes to new marketing initiatives, go back to the roots! Think word of mouth.

Interested in using social media to encourage your customers to refer their friends? Synergy VX has it covered. Contact us for more information.

"You're on the List!" The power of listing

2010-12-23T13:03:00.000-08:00

Anyone who has waited in line at a club (Or even seen a movie with someone waiting in line at a club) will tell you, about the importance of being "On the List." For some reason, being recognized amongst the masses as someone who must be included among the elite allowed to participate in whatever event merits such a line out the door. While including your clients and prospects on an VIP event list is probably not the most applicable concept to modern marketing strategy, listing on twitter is a super simple way to get noticed, with out being pushy or asking for anything of your prospects.

Similar to the groups feature on facebook, twitter lists allows you to categorize those you are following (family members, or personal friends, for example). The genius of the list feature however, is that it is not a static collection of usernames, but it constantly updates tweets and activity from listed users. Therefore, a list is a valuable tool not only compiling noteworthy "tweeters" but it also is a place to get a snapshot of what those users are saying by viewing said list.

So how is this applicable to getting YOU and your message noticed on twitter? All it takes is a little strategy. Going back to the metaphor of the VIP list, you want your lists to flatter those included. For example, a chef or restaurant looking to network on twitter could make a list "30 best restaurants in the County." Now all of the restaurants included have been notified, and have seen seen the page of the user that listed them... make sense? Start simple at first. Make a list of Clients (give it a more appealing title, using the chef example, favorite taster's, you get the idea ), Co-workers, and those you want to know (title this group something flattering- favorite places, top chefs, elite in the field, etc) and see how quickly you catch on!

Now... to the back of the line. I don't see your name here.

Creating YOUR Image, Online

2010-12-21T11:07:00.000-08:00

When most people think of social media networking, they think of the hours of entertainment their own facebook or twitter account provides while they peruse photos and read about current events through tweets and status updates. But there is a different side to social media, and while it might be a bit slower to emerge on the scene, social media has exploded as the new, cost effective, instant, track-able, and viral marketing tactic. While it all seems like fun and games, businesses and professionals alike can not afford not to get on board the social media bandwagon.

".....But, how?" is the question I am often posed with. Creating the pages requires little technical saavy, an email account is usually all you need, and most of the top sites will walk you through the brief set up process. The question usually does not pertain to the technical component, but more how to best present ones image in an appealing, creative way that will not get lost among the masses of profiles and blogs. In an attempt at a quick answer, here are a few things to consider as you navigate the process of building your online profile.

What is your objective for the site?

Whether your goal is to drive people to an online store or blog, keep customers aware of current events/ sales, build brand awareness, (or for personal use, networking, secure clients, get a better job) makes sure you know your goals and prioritize them prior to setting up the page. Space is often limited and it will help you to narrow down what is really important to say

Who are you? What are your specialties, what can you provide others can not?

Answer all of those questions in as close to one sentence as you can get. This is the hardest part, but easily the most important. Be concise. This is the hook you will use to draw views in so they search for more about you. There is no need to cram a ton of information in here, just enough to entice. Never forget the importance of sounding confident, it is OK to brag a little here.

Heres the kicker- Community and Content

These two go hand in hand. It is useless to have thousands of contacts that don't know you or have no use for your services, and it is just as bad to have very few contacts who know you well. As with direct mail or any direct marketing for that matter, you need to make sure that you are getting your message into the hands of your target demographic.

Browse through the countless sites (here is a great list of them by category) pick the most relevant. There are of course, the Generic sites which most any demographic, facebook, twitter, linkedin, and blogger are my favorites. Once you've picked your platforms ( using more than one creates a more dynamic image, even if you are only consistent about one or two) Start connecting!

Start with people you know, coworkers clients, customers, customers, colleges, even family members to help get you started.
Now, spread the word about your new page! Advertise that you are out there (think emails, in store mentions, special offers exclusively through social media sites), and you will be surprised how quickly it catches on.

The real secret to social media success, in simple: once you have created the pages, USE THEM! Even if it is as simple as on status update a day... it keeps you active and makes sure that people are seeing your site.

Never underestimate the power of a picture. Attach them to important updates and you'll catch some eyes.
It is OK to be bare for a while. It takes a few weeks/ or months for the page to fill up. Content comes organically as you connect to friends and subscribers.
Here is a list of great ways to generate contents for a blog, but I think they are relevant for a social media page as well.