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The Eye/Comm Blog

Why Use Print In Marketing?

Posted by Summer Gould on Tue, May 31, 2016 @ 08:10 AM

San Diego Printing

Yes digital marketing is very important, however when you combine digital and print in your marketing you are able to make a greater impact. Print drives online engagement. Many companies that had stopped sending print catalogs noticed a significant drop in online sales, so they started mailing catalogs again and not only brought sales back to where they had been but increased them even more. Not a cataloger? No problem! Print is still a great addition to your marketing.

5 Print Options:

  1. Direct Mail – This is a great way to get in front of a very targeted audience. It is tangible, memorable and easily kept for future use on the fridge or other special location. Incorporating online marketing into your direct mail with PURL’s, QR Codes and more can increase not only traffic to your website but also purchases. Take advantage of the immediate impulse buy with a buy now button on your landing page.
  2. Posters – Posters are a great way to draw attention. Since you are using more graphics than text it is important to include a pathway to more content. In order to draw people online, posters work best with quick options on the go such as QR Codes, Augmented Reality or NFC.
  3. Brochures/Flyers – Brochures and Flyers are a colorful handouts with information people can take with them. You can add digital to them by offering a coupon for the product or service the flyer is about. People can get the coupon by going to a web page, scanning a QR Code or even using NFC. Make sure they can make a purchase right away too.
  4. Business cards – Get creative with your cards! When you differentiate yourself with your business cards by adding integration with online content you are remembered better and provide them with information they need. As with the other items above you can use QR Codes, NFC, web pages and Augmented Reality.
  5. Booklets/White papers – These printed items are full of information and generally text heavy. You can drive people to online infographics to give them a text break. You can have links to videos that help to explain details or how to do something. Provide them with web pages, QR Codes, or even NFC and Augmented reality. Make the experience interactive.

There are of course many more print options. Feel free to reach out to us for more ideas. Keep in mind that your landing pages for these print items need to have responsive design so that they look good from a PC, smart phone or tablet. Providing your customers/prospects with a powerful experience through your marketing will generate more sales as well as be shared with others to give you more exposure for future sales.

How Print Fits In  a Digital World

Are you ready to add digital to your print? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are ready to help!

Topics: print, Marketing, Direct Mail

Drive Better Direct Mail Response With Variable Data

Posted by Summer Gould on Tue, Apr 22, 2014 @ 12:44 PM

San Diego Direct Mail

Direct mail done well can give you a great ROI. The best way to increase your response is to personalize your direct mail pieces. In order to help you do that we have put together information you need, in order to correctly use personalization with variable data printing.

5 Variable Data Printing Musts:

  1. Data: The most important part of your personalized mailing is the data you are using. You need to make sure that your data files are accurate. The worst thing you can do is send out a mailer with incorrect personalization. (A man does not need a tampon coupon mailer and a woman does not need a prostate health newsletter.)
  2. Templates: Create a base template design that both images and text can be dropped into based on the data. You can create multiple templates for testing but try to keep them to a minimum. The reason for the template is so that you can stream data into it for faster rip to print times. (Do not stare at your computer screen for hours twiddling your thumbs, take a small break and let it finish.)
  3. File Mapping: Creating your file mapping between your data and images is vital. The data needs to be coded with the correct information to call up the right image/images for each person as well as any text and special fonts. The data file, image file and template should all be on the same machine so that you are not reaching across a network to rip a file. This will speed up processing and cut down on data errors. (This is not drawing a line on the map of the US for your travel plans, it will take more work, but it's well worth it.)
  4. Create Batch Files: In order to help with rip time and also to mitigate errors it is best to create smaller batch files. The number of pages will be based on the size of your files but usually you see about 1000-2500 pages in a batch. Large or very complex variable data will require smaller files. Sometimes when ripping large files your computer can max out the memory and this causes all kinds of issues with the files created. (Do not make files you have to flush that then have to be redone, leave that for the sanitation department.)
  5. Continuous Proofing: In order to make sure that there are no issues as the print process goes along it is important to proof as you go. Pull a sheet every so often and check that the name goes with the correct images and template. (Sometimes you will find that the information was not translated correctly and instead of an image or text you get a bunch funky characters like this !%&*%$#* or something.) The issue may only occur with a few people so constant vigilance is very important.

Personalization can really boost your ROI. It does not have to be difficult. You can create a personalized variable data mailer with just a bit of information on previous purchases. You can say based on what they purchased before they may be interested in this other product. Or something as simple as females get one offer males get another. Adding more personalization can increase your response rate by as much as 5%. The more you are able to target the offer to the person the better your response will be.

Learn How-to Trim Printing & Mailing Costs

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org We are glad to help!

Topics: print, Variable data, Direct Mail, Direct Marketing

Direct Marketing: Top 5 Variable Data Printing Tips

Posted by Summer Gould on Mon, Nov 25, 2013 @ 08:00 AM

San Diego Direct Marketing Variable Data Printing

The success of your direct marketing depends on an accurate, targeted and personalized mailing list. Variable data allows you to interact with your customers and prospects using sophisticated personalization to drive higher response. Variable printing significantly boosts ROI by delivering response rates 7-times greater than conventional direct mail. Just because a last name is of certain descent, doesn’t always mean they are of a specific ethnicity.

With Variable Digital Printing, you "vary" each printed mail piece to show different graphics, copy, offers or photos specifically designed to appeal to each individual recipient.  It can be as simple as a personalized letter or as complex as a full-color brochure.

To create a powerful direct marketing with variable data printing you need to consider 5 things:

  1. Full color or black only variable: Variable black and white laser printing gives you low-cost options for personalized letters, coupons, forms, and reply devices. You offset print a color shell and add variable black text. Full color variable gives you more flexibility with design, images and other color aspects. You can really make much more custom looking pieces with full color variable.
  2. Do not assume: Use only the information you have in your data for your variable. Do not make assumptions about people, you can be wrong and offend them. Just because a last name is of certain descent, doesn’t always mean they are of a specific ethnicity. Stick with known facts.
  3. Data Enhancement: When you do not have a lot of information in your data files you can enhance them. Complete a data analysis and take advantage of a powerful array of new market segmentation tools that draw on continually updated data and industry expertise. Data enhancement segmentation provides valuable insights into consumer behaviors. By utilizing survey research to identify consumers' values, attitudes, and product preferences and combining that with U.S. Census data, the segmentation tools give you a lot of information.
  4. Check and triple check: It is vital to triple check your data files, design files and images. This is the most common error in VDP. Make sure the correct person is getting the correct offer with the correct design and images. Have other people outside your organization look it over and make comments. Many times we see what we think is there and not what is really there. Scrutinize everything.
  5. Tracking and Analysis: Direct mail advertising is unique because it provides measurable results. Through testing and tracking you can determine the most effective lists, offers and creative. With VDP you can also gain valuable information on customers and prospects to add to you data files. You will also be able to develop a strategy for success, mine the best intelligence from your responses, evaluate your ROI, find response trends to improve the ROI for future campaigns and improve your offers and creative to maximize response.

Remember to be creative. VDP can really create an impressive direct mail piece. If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help.

Topics: print, Variable data, Direct Mail, Direct Marketing

What Can Augmented Reality Do For Your Marketing?

Posted by Summer Gould on Tue, Aug 13, 2013 @ 07:00 AM

Marketing with Augmented Reality San Diego


Let’s start with what augmented reality (AR) is, as defined by Webster; an enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device such as a smartphone camera. What does that mean for you? It means that you can make your marketing come to life! When you have a brochure or postcard
with an image of your product or service and when that is scanned with a smart phone, you can link it to a video, animation, 3D interactive image and so much more.

With AR you can engage your customers and prospects so much deeper. You are not limited by the size of your postcard, self-mailer, poster or other print items. Your options with AR are limitless, you can now expand on the information you are providing and offer a great experience for your prospects and customers.

Check out some real examples of AR marketing:

These are just some of the amazing things you can do to make your print marketing come to life, stand out and be remembered. AR is usually a shared experience. Once the recipient sees it they share with friends and co-workers, which spreads your message faster and farther than you can do on your own. Don’t be afraid to experiment! Get creative!

Need other marketing tips? Click here.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org.
We are glad to help!

Topics: print, Marketing, Mobile Marketing

USPS Business Reply Mail Discount

Posted by Summer Gould on Fri, Mar 22, 2013 @ 01:35 PM

Business Reply Mail Discount San Diego

Do you send business or courtesy reply mail? If so, you can save $0.02 per piece on the reply postage. The USPS is offering this $0.02 per piece discount between April 1st and June 30th. Here are the details:

  • You must register on the USPS website by March 31st 2013 Click Here
  • Valid for business reply or courtesy reply mail with IMB barcodes that contain an MID
  • The IMB must contain correct barcode ID, service type ID, and zip+4

The USPS will scan all the business reply mail between April 1st and June 30, 2013, compile the data and present the full credit after June 30th. The credit will be applied to the registered permit.

The USPS’s intent is to show the value of business reply mail.

If you have any questions call us 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: print, Direct Mail, Direct Marketing

USPS Direct Mail Mobile Coupon And Click To Call Promotion

Posted by Summer Gould on Tue, Feb 26, 2013 @ 10:13 AM

Direct Mail and Mobile Marketing San Diego

The USPS is offering a 2% postage discount to presorted standard, nonprofit and presorted first class mail between March 1, 2013 and April 30, 2013. To be eligible for the discount there are two options.

Option 1: Mobile Coupon

  1. The mail piece must be a coupon that is redeemable in store.
  2. The discount is only offered to the mail piece recipient not general public and is a discount of the price of a product or service.
  3. The coupon must have one of the following mobile technologies:
    1. Mobile print technology on the mail piece that can be scanned or read by a mobile device linking to a mobile coupon that can be stored on the mobile device.
    2. A short number text message communication that triggers a SMS/EMS or MMS message with a one-time coupon. Texts that allow recipients to opt in to ongoing coupons are not eligible.
    3. An image with a digital watermark or utilizing intelligent print image recognition that can be scanned or read by a mobile device linking to a coupon that can be stored on the mobile device.
  4. The coupon must be redeemable by both methods listed below:
    1. The physical mail piece coupon can be presented at a retail store location to get the discount.
    2. The mobile technology allows the customer to store the coupon on the mobile device to be presented at the retail location for the discount.

Option 2: Click to Call

  1. The physical mail piece must contain mobile technology that can be scanned by a mobile device and allows one of the following:
    1. The barcode links directly to a mobile optimized website with a click to call link.
    2. When scanned, the barcode brings up a phone number automatically in the users phone.
    3. A link that leads the recipient to an IVR, live interaction or the ability to leave a message.

If you need any help with creating a compliant mail piece let us know. We offer mobile website creation with click to call, QR codes are more. Call 619-448-6111 or email info@eyecomm.org. We are glad to help you!

Topics: print, Direct Mail, Direct Marketing