Focus On: QR Code Innovation

QR codes are one of the easiest ways for brands to collect data.  After scanning a QR code on your phone, information is available to you in a matter of seconds.  We now see QR codes on t-shirts, cupcakes, business cards, billboards, and gravestones.  Yes...you read that right!  Gravestones now have QR codes on them.

A very sensitive issue is now being transformed by technology by making headstones interactive.  These QR coded headstones provide a revolutionary way for people to remember their loved ones.  A funeral home in Britain is now attaching tiny QR Codes to headstones, giving a lifeless piece of granite the ability to tell a story. Once scanned, the QR code opens up an online biography of the deceased person.  The online bio can be customized to show photos, video, and family tributes.  The QR Code enables visitors to learn about the person buried at a particular grave, rather than just being limited to their basic information: name, age, date of birth and date of death. 

Another organization implementing QR Codes on their headstones is the Commonwealth War Graves Commission.  This commission takes care of graves and memorials all over the world, caring for memorials of almost 2 million men and women that died while fighting during the first and second world wars.  Their latest venture in to the realm of QR codes attempts to give visitors greater access to information about the cemetery and stories about what happened at specific locations during the war.  

 The commission is installing 500 information panels at cemeteries and memorials all over the world.  These panels hold general information about the Commonwealth War Graves Commission including why the cemetery is placed where it is and further details of the victims from a historical military context.  A smart phone user will be able to scan the QR code, and learn more information about the cemetery or memorial along with stories of casualties.  

One example is Ralph Wingrove, a WWII Wireless Operator, buried in an Oxford suburb.  When a QR Code linked to his name is scanned, visitors will be able to view actual photographs he took in the Middle East between 1938 and 1945.  

By 2014, the CWGC hopes that their QR Codes will link users to information about the history of all 500 sites and tell stories using text, extracts from diaries and letters, photos and audio recordings.  An interactive guest book also allows visitors to leave comments once scanning the QR code.  

Over the last couple of years QR Codes have been gaining momentum in their popularity.  As the above story proves, placement is limitless. Since they can be generated for free by anyone and accessed by anyone with a smartphone app and internet connection, they have an advantage over other 2d barcodes. 

Now that brands and companies are seeing the potential of the QR code they must learn to differentiate their code from the next brand.  Just because you give people a QR code to scan doesn't mean they will actually scan it.  Consumers need a reason to scan your QR code.  One of the biggest ways that brands are getting past this challenge is by creating custom codes with various colors and company/brand logos.  Or, they simply do what the CWGC did: come up with a use for the QR code that is so innovative, it cannot be overlooked.  

What Would The Superhero Do? 

Use QR codes!  But don't just use any QR code.  Make yours custom so that it stands out from the rest of them.  Include color and unique placement.  Let customers know what they can find if they scan it so that it sparks their curiosity and interest!

Focus On: Thanksgiving Marketing

In the spirit of Thanksgiving, I rounded up a few Thanksgiving related marketing tactics that have been catching the attention of holiday shoppers everywhere.

                                                           

Nordstrom

Nordstrom is an upscale retail chain in North America initially founded as a shoe retailer.  Today the company sells clothing, accessories, handbags, jewerly, cosmetics, fragrances and home furnishings.  Nordstrom is known for their five major sales, outstanding customer service and return policy, and always eye-catching displays of the latest fashion trends.

Most stores begin decorating for Christmas right after Halloween.  But Nordstrom takes a noble stand against making their stores look like the North Pole prior to November 25th.  This advertisement, seen throughout stores over the years, has made a huge impact with fans and customers.  It also gives customers something to look forward to - knowing exactly when they can walk into their favorite store and feel like they are in a winter wonderland.  

PETA

This PETA advertisement, aimed at children, has been put up in various US cities near elementary schools.  Most PETA advertisements are so shocking and extreme that they would never get approved to be on a billboard.  The Project Manager of this campaign stated in an interview that, "children have a natural compassion for animals.  [...] They are also bombarded with constant fast food advertisements and we'd like to offset that negative influence with a message of kindness."  The dogkey (dog/turkey hybrid) allows children to instantly recognize a Sparky just like their own and hopefully make the connection that the turkey they enjoy every year is also an animal.

Target

Target does an excellent job advertising their low prices and special promotions during the holidays each year.  Remember the crazy red jumpsuit lady?  The company got themselves into some hot water after deciding to start Black Friday early this year.  But they are not the only company starting Black Friday sales on the 24th.  Wal Mart, Best Buy,  and Macy's are also opening their doors early to let shoppers get a head start.  While some retailers feel the pressure to keep up with competitors many employees and customers are rejecting the early shopping hours.  An online petition, that gained over 200,000 signatures, urges Target to put families before their sales.    

What other companies have used controversial (or viral) marketing/advertising techniques during the holiday season?  Does it affect where and how you shop this time of year?

  

Focus On: Personalized URLS

In the first two posts for our "Focus On" series, we discussed direct mail letters and postcards.  We also discussed how to take your direct mail marketing to the next level by incorporating more than one marketing strategy.  Tools such as a PURL and QR Code engage those who may be less inclined to pick up the phone and call you.  

Here at Synergy, we love PURLS.  Did you know that a mail campaign that uses a PURL is likely to see a 30-60% increase in response? 

A PURL or Personalized URL is a unique website that is personalized for each recipient of a direct mail or email marketing campaign.  The PURL literally contains the name of the recipient in the web address.  When a direct mail or email recipient goes to the website listed, it will be personalized with their name.    Personalized URLS help you engage your audience, not talk at them.    

If you are a business that has access to a database, you should be including PURLS in your marketing campaign.  Here's why:

• According to the DMA, 42% of direct mail respondents prefer to respond online.  
• 81% of Marketing Executives agree that target direct marketing campaigns outperform mass-market campaigns
• Well executed multi-channel marketing campaigns generate a sales lift of 7-37% versus traditional marketing approaches.
• According to MindFire, Inc., studies have shown that more than 42% of direct mail recipients prefer to respond online.  Personalized URLs provide a convenient response option.  

One of the most common ways that people use PURLS is for lead nurturing.  Your business can use a landing page to collect specific information about a prospective client.  A questionnaire style survey will help you identify:

• demographics
• budget
• authority
• timeline/need
• behaviors

Another great way to use a PURL is to drive current clients or customers to renew a membership, contract, or subscription.  A PURL should mimic your marketing materials.  Consistency is a big factor in making sure that your prospect does not get confused by your offer.  Don't let your prospect arrive at your PURL and think, "Why am I here?"  If you present your message that you gave in your direct mail piece, the prospect will know he is in the right place.  

One of the other benefits of a PURL is the built-in testing possibilities.  Feedback from your tests can be available immediately.  Make two separate templates and then segment your list in half.  Send one template to the first half of your list and the second template to the other half.  These segmented lists allow you to view which template had better respond rates over any given period of time.  Target Marketing magazine said it best.  "Once you start exploring the possibilities of a PURL, which can be personalized to any degree that your budget can bear, you'll come to see them as an invaluable tool."

Ready to get started on your next Personalized direct mail campaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or you can get a free quote by visiting http://www.synergyvxpromotions.com

5 Direct Mail Marketing Tips You Need to Know

Believe it or not, there are people out there that may be interested in your product or service.  Are you targeting the right prospects?  To improve your response rates, you must target an audience.  This also aids in keeping your expenses down for a direct mail marketing campaign.

Does your piece stand out?  People live cluttered lives thanks to numerous media outlets.  Don't take a chance of your mail piece getting lost in a pile of junk mail.  Your piece should stand out, grab the prospects attention, and use some sort of hook to draw people in.

Does your target audience care about your company or do they care about what you can do for them?  Your prospects care about what you can do for them.  In your direct mail marketing campaign, tell people how the features of your product will benefit them.  A direct mail campaign is about your consumer and their needs.  

Many companies alienate their prospects by using industry-specific jargon.  In your direct mail campaign, it's crucial that you research what language the average consumer is using to describe your product, industry, or service.  Then you can join the conversation on their terms and increase your chance of them hearing your message.  

As stated earlier, we live in a cluttered world.  Prospects will need to view a message multiple times before they're likely to do business with a company.  If you forget about your prospect, they will forget about you!  Make yourself consistent by keeping your company name in the forefront of their mind.  The next time that they see your mail, they're more likely to engage with it.  Another key factor in your marketing is to use multiple strategies.  Not everyone responds to specific marketing strategies.  Some people are very receptive to direct mail while others prefer email marketing or social media.  Use direct mail marketing in combination with other marketing techniques to ensure that prospects engage with your company however they feel the most comfortable.  

One of the easiest ways to encourage consumers to engage with your direct mail is by including a Personalized URL (PURL) on mail pieces.  A PURL is a "custom micro website created specifically for the recipient of a particular direct mail piece.  Not only does each recipient have a unique URL, but the landing page will greet that recipient by name!" 

Think about what you want to do differently in your next marketing campaign.  Visualize what you want to accomplish from your campaign.  There are numerous high quality products and businesses that fail due to poor marketing.  Don't let your business or product be one of them!  Think of some of the low quality products that succeed because of their marketing.  McDonald's is not known for their gourmet burgers and steak fries.  They're known for their offers, catchy promotions, and low prices.  And they've got $24 billion in revenue to prove it.  Anyone knows that Pizza Hut is not the best, gourmet pizza in your town.  There's always that one hole-in-the-wall, mom-and-pop pizza shop that knows your order before you even walk in.  Pizza Hut is successful because they focus on their marketing and view themselves as a marketing business - NOT a pizza business.  

We want to know: Pizza Hut and McDonalds are just two example of businesses that have succeeded because of their marketing, not necessarily their products.  Can you name any others? 

November 2012 Newsletter

Synergy Says: It's the Season of Greetings!

So Be Personal!

One of the best ways to say “Thank You” this holiday season is with a custom greeting card. With a 99% open rate, greeting cards are guaranteed to increase the ROI on your next marketing campaign.

This holiday season, thank long-time customers for their continued business to maintain retention. Use a greeting card as a unique way to make yourself memorable to potential clients.

Holidays, birthdays, and meeting follow-ups are easily recognized through a seasonal greeting card. During the time of year where we are encouraged to give thanks, remind your customers that you are thankful for their business.”

Custom greetings cards do wonders with:
-A 99% open rate
-Guaranteed to increase the ROI
-Show your customers you care

Maintain your long-time customers and help welcome new ones with these personalized cards and you’ll make yourself memorable to your client base. The Holiday’s are the season of giving and thanks so remind your customers you are thankful for their business. 


Did You Know? Consumers who have used a social networking site in the past 12 months are 29% more likely to be heavy responders to direct mail over any other media channel.

Die-Cutting is a great way to be festive this holiday season and stand out amongst the competition.  We can make your mailer shaped like anything from you logo to a product to the front of your building!  At Synergy, our goal is to create a dynamic direct marketing campaign that is sure to generate leads for your business.

Give Synergy a Call at 714-824-3780

Interested in Reading More from Synergy? 

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Limited Time Only on Holiday Pricing!

2012 Synergy Direct Response Food Drive

This year, Synergy Direct  Response is supporting Second Harvest Food Bank - Orange County in our first ever canned food drive.

Help us reach our donation goal by sharing the image below.  For every new Facebook "LIKE" we receive until November 21st, we will donate one can of food to Second Harvest.  

We want to know: Does your family or organization have any holiday traditions that involve giving back or helping others?

Focus On: Direct Mail Postcards

According to the October issue of Deliver Magazine, 54% of mailed postcards are likely to be read by recipients.  Creating effective direct mail postcards is a great way to gain new customers and increase revenue to existing customers.  By developing a strategy for your postcard, you can maximize your ROI and get great results.  

In our first "Focus On:" post we discussed standard direct mail letters.  Many times, a postcard is used in place of a letter due to the size and "stand-out" quality.  At times a postcard acts as a double edged sword.  Due to their size, they can easily get lost in mail.  But if done properly, a postcard is cost effective and economical.  Another factor that contributes to the success of postcards is that they are effective for most products or services.  What makes them especially unique?  They do not have to be opened.  Unlike a letter or brochure your offer is visible to a prospect immediately.  There is no sifting through buckslips, inserts, or envelopes.  Prospects don't need to read a letter five times just to understand your offer.  With a postcard, it's simple and clear.

One of the key ideas behind any effective direct mail campaign (aside from your list) is to understand your customers.  The best way to figure out your customer demographics is through research.  Understand where they are coming from and their motives for being interested in your product.  Remember when we said that you should continually test your direct mail?  Well, that's not the only thing you should continually do. You should continually gather information about your customers so that you can mail things they will be interested in.         

Since space is limited on postcards, it's crucial that you make your offer stand out.  Maintain simplicity but be bold.  Avoid too many font types or colors but use bright colors or headlines that catch the eye.  Use a good brand image to stand out from the rest of the mail.  

With your limited space make sure that you are not forcing the prospect to search for your information.  The call to action should be clear.  Specifically state how to get in contact with you whether it be through an email, website link, or phone number.  The last thing you want to do is risk losing a potential client because they couldn't find your contact information.  

When you want to get your message out to a large amount of people, a high-quality postcard will do the job.  Use one for advertising your latest product or promotion, announce new office information, or keep in touch.  The opportunities are endless!  

Ready to get started on your next postcardcampaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or you can get a free quote by visiting http://www.synergyvxpromotions.com.

Focus on: Direct Mail Letters

If you want to print a direct mail piece, the possibilities are endless.  There are direct mail letters, personalized pieces, self mailers, coupon mailers, and postcards (to name a few).  If you really want to maximize your campaign and increase ROI, don't just choose the first type of mail piece you see.  Do your research to find what will complement your campaign effectively.

This month we are going to highlight the pros and cons of various direct mail pieces.  While we love all direct mail, your campaign may benefit more from using a letter over a postcard - or vice versa.  

Focus On: Direct Mail Letters

Overview
Direct mail letters are a cost effective way to reach your current and prospective customers. When using a printing company that specializes in direct mail, they will offer you every thing you need. You will be working with an experienced direct mail professional who can help you cover all your bases. Direct mail companies are familiar with letter/envelope size and weight, postage, data lists, templates, and copywriting.  Of course you have the option to send your direct mail letter on your own.  However, make sure that you compile a credible data list and check postage and weight before mailing.

Writing effective copy
One of the most important aspects of your direct mail piece is the copy.  If you want a high response rate, you will want to work with a specialist that is familiar with your industry or type of business.  Good copy will give the prospect a reason to reply immediately - usually by stating that the offer is "limited time only".  Another incentive to guarantee early response is to offer something to prospects that respond within a certain time frame.  For example, anyone who responds within twenty-four hours may receive something free.  Also, let prospects know that there is a limited number of your offer available to encourage them to respond quickly.


Buying a list
Direct marketing experts agree that the direct mail list - who you are mailing to - is the most important factor in the success of your direct mail campaign.  Experts claim that the direct mail list accounts for about 50% of the success of your mail.  If you search Google for a "direct mail list" you'll get more than ten million results.  If it's your first time mailing, you will probably be a bit overwhelmed.  Even if you decide to print your own letter, it's probably best that you use a data company to provide details on who to mail to.  If you do this without going through a direct mail company, read reviews and spend a lot of time researching companies so that you do not get scammed.

Size and weight
The U.S. Postal Service is very specific when it comes to acceptable format sizes for mail.  Luckily, when you work with a professional service, they are familiar with how the USPS works and most likely even know some of the associates locally by name.  Instead of making your already busy schedule more stressful, your direct mail coordinator will be the middle man.  To view more details on the USPS standards for mail, click here.

Other tips for your direct mail letter

• Make the letter friendly and conversational
• Remember who the letter is written by.  If it's coming from one person, use "I" and "you"
• Make key parts of your letter stand out by using bold text, underlined words and different font sizes.
• Don't write too much: keep your paragraphs short so that they don't overwhelm the reader
• Get to your point.  Start off your letter with a question to spark interest.
• Give your reader a call to action!  Tell them what to do.  Calling a certain number, send in a reply card, go to a website, etc...
• Include a "PS:".  Studies have shown that readers tend to look at the PS comment before anything else.

Ready to get started on your next direct mail campaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or get a free quote by visiting http://www.synergyvxpromotions.com

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