Let’s face it, every time we mail promotional items or interact with customers or prospects we should be trying to a) foster existing relationships or b) create new meaningful relationships. So, what people really think of what we send them and what we do are very important.

Not all things suit all people, but sometimes things do fit nicely. We have often said that it is not our intention to tell people what to do, but what they might consider. That said, here are some ideas on adding value.

Newsletters That Entertain

While some newsletters are very business like, others are lighter in nature. In addition to information on products, services and special offers, they often include entertaining anecdotes as well as recipes and household tips. When these types of pieces arrive in our plant for mail prep, our plant workers are often compelled to read them. That in itself is a strong testament to their appeal.

Adding Some “How To”

Whether included in a newsletter or catalogue, posted on a web site or delivered in person, a little bit of “How To” is a great way to add value.

By their very nature, catalogues provide information on products and services and sometimes we see display ads for featured products. But some catalogues also provide brief articles on how to do certain things or overcome specific challenges. I recall a column in a technical catalogue that was a good example of this. The catalogue featured networking hardware and software and the column covered day to day network issues, how to maximize performance on different topologies, intra-networking gateways etc. The company did not have to include this column, but as the networking field was still fairly young, the content provided considerable value to the customer base and also helped to further reinforce the company’s expertise in this field. Although it took a bit of time to prepare the articles for each issue, I believe that it was a wonderful way to add value.

Of course these things are not restricted to what we mail. Interestingly, just yesterday I received an article on “10 Tips for Winter Workouts”, electronically, from a group that I subscribe to. Along this same line, many businesses within our industry, including ourselves, post web content to show clients options for different types of mailers as well as tips for staying within the most cost-effective mailing classifications.

Lastly, I want to note that sometimes you can personally deliver “How To”. I have a friend that enjoyed a very successful career selling aluminum extrusions. I recall him explaining to me one day that when a client was looking at a new concept he would often sketch out the fundamentals for the type of die that would be required. With his education and experience, he was well qualified to do this. There were two major benefits. First, he could be assured that the client was getting something that would work. Secondly, there was the value that he provided to his clients with the “added touch” of his design services. This was great way for him to personally deliver some “How To” and it served him very well.

Samples, Gifts and Novelty Items

Sampling has been a critical component of direct marketing for some of our clients for many years. Where products and services do not lend themselves to sending product samples, many other clients opt to mail small, useful gifts or novelty items that are usually linked to a specific campaign.

Sampling campaigns can be driven in many different ways. Consumers or businesses can request samples via websites, magazine ads, 1-800 numbers etc. Optionally, highly qualified lists can be purchased for segmented targeting, based on a variety of conditions.

It’s always nice to get things for free. It’s even better when it really suits someone’s specific needs and it adds value to the relationship.

Of course, if you have great product that lends itself to sampling this is one of the best ways to get your product into the hands of potential customers. If they try it and like it, there is a very good chance that they will buy it!

Summary

These are some of the ways that our customers and associates currently add value. I am sure that you can think of many more. When it comes to adding value, I think the famous quote by Carl W. Buehner sums it up very well – “They may forget what you said, but they will never forget how you made them feel.” This message carries a lot of value in itself and I like it so much that I often use it in the signature block of my emails.

At least that’s the concept. It’s a nice theory, though perhaps somewhat simplistic in the broader context of economics.

Still, there is a fundamental truth to be gleaned here, perhaps most especially for those who provide service in the B2B arena. If one of our clients achieves success as a direct result of the service we have rendered them, there is a much higher chance that the client will return to use this service again than if their results were less successful or even flat or disastrous.

Of course, the more return business we have, the more successful we are as a company, so we we have a vested interest in the continued success of our customers. As such, we are always looking for ways to help customers achieve the highest possible returns on their direct marketing investments.

With that in mind, here are a few examples of things that we’ve done to help clients over the years. Hopefully you can use similar techniques to breed your own success.

The No Brainer

Recently, we have been working with one large client to help plan for an innovative sampling program that they are looking to run later this year. Without getting into specific project details, we were asked to assist on the physical design of a box that would be used to mail multiple samples.

We went through several permutations and combinations, working to determine the most viable option for keeping the box under the 3.5cm maximum thickness for Dimensional Addressed Admail. Based on the size and number of samples, it had already been assumed that the box would need to be mailed in the large category, but with some careful arrangement of the samples, we were actually able to produce a box that fit within the dimensions of the small category.

Given the projected volumes, we estimated that the bit of extra work it took to design the smaller box would actually end up saving the client upwards of $12,000, just in postage.

Needless to say, the client jumped on the opportunity and the box is currently being prototyped for further testing.

Thinking Outside the Envelope

In another instance, we had a long term client who had been sending out an 11×17 flyer, folded down and stuffed into an envelope. The mailer was obviously working since they were committed to sending it out on a regular basis, but we had the chance to sit down with the client and talk about their direct marketing and some of the innovative things that we had been doing.

As a direct result of these conversations, we were able to assist the client in transforming the general direction of the piece in order to create something that was far more interesting and visually appealing. The result was a stunning diecut, foldover self-mailer which, by eliminating the envelope and reducing the prep costs, actually came out at a price somewhere around the same as the piece the client had previously been using.

Personalized Magazine Advertising

We have a number of clients who mail out magazines, many of which are supported by advertising. With a strong background in data and extensive experience in matching personalized pieces, it occurred to us that it would be entirely possible to produce a personalized piece that could be tipped into a corresponding book.

We pitched the idea over the course of several months and were delighted when one of our largest magazine clients embraced the idea along with one of their advertisers. There was a lot of very careful planning leading up to the project, and the entire thing went off without a hitch! Even better, the advertiser enjoyed an excellent response from the ad and has undertaken similar projects in subsequent issues!

It’s another great example of success breeding success.

A True Value Add

We like to think that, in doing these types of things we are adding extra value to our client relationships. We’ll be the first to admit that not every idea we present is embraced with enthusiasm, and that’s okay. At least the client knows that we’re on their side, that we’re invested in their ongoing success and that we’re always keeping our eye open for new and interesting ideas or concepts that could help their marketing efforts and improve their bottom line.

That’s where we feel companies can cultivate the highest levels of success. When you can establish a meaningful relationship that is based at least as much on the customer’s success as it is on just making money, you will often find yourself becoming more than just another vendor or service provider. You can become a trusted business partner whose value extends beyond the product or service that you provide.

And that’s a true value add.

If you have never used this product, please do not discount it too quickly. Featuring state of the art technology, it allows you to target by a number of demographics including age, income, children etc. and it is a powerful but affordable tool that can help you expand your customer base.

As 2011 begins to wind down, there is a bit of confusion as to how much a given Unaddressed Admail mailing might cost in 2012. This stems from the facts that a) as of April 23, 2012 there will be a 1.5 cent surcharge¹ for pieces delivered on High Demand Routes and b) during 6 months of the year there will be a 10% discount applied to the base rate.

Of course, we must also take into account that we have both Basic rates and Premium rates for Delivery to Businesses, Oversize Pieces and “Specified Delivery Dates”. Lastly, don’t forget that the criteria for Standard size varies depending on whether you are mailing through letter carrier offices or non-letter carrier offices.

The table below illustrates different postage rates for both Basic and Premium Addressed Admail for 2012. Note that these increases are effective on January 16, 2012 and that the surcharge for High Demand Routes begins on April 23, 2012.

Table of Non-Contract Unaddressed Admail Postage Rates for 2012

Notes:

• all prices shown to 4 decimals, as we are uncertain how rounding will be applied
• all prices below are for items weighing up to 50 grams
• Canada Post transportation fee (optional) of $0.008 not included
• HDR denotes High Demand Route
• seasonal discount has not been applied to HDR Surcharge

* As of January 16, 2012
**As of April 23, 2012

Although the pricing may appear confusing on the surface, this table allows you to see at a glance what you would pay for postage in any given month and is a handy tool in Unaddressed Admail campaign planning (so feel free to bookmark this post for future reference).

I also want to note that, if these rates seem a bit expensive when compared to delivery through your local newspaper, there are some real benefits with Unaddressed Admail that you just don’t get elsewhere. Volume contracts are also available, starting at 100,000 pieces per year.

Canada Post is the Keeper of the Keys

Canada Post is the only keeper of the keys for apartment and condo mailboxes. These delivery addresses represent a broad range of income earners and interest groups and can make up a large percentage of a target market.

Powerful Targeting Tools

We also can’t forget the value of Canada Post’s GeoPost system, which will soon be known as “Data and Targeting Solutions”. This system allows us to target pretty much whomever we want to reach by demographics, distances and clusters of similar consumers. I have written before about how direct mail allows you to decide whom you want to mail to. While this may not be as target-specific as Addressed Admail, it does allow you to reach a fairly high percentage of addresses within a target group.

So, shortly into the New Year, we will be looking at quite different pricing for the Unaddressed Admail product. You likely know the best times to promote your business. However, using the table above, you can decide if you might be able to enjoy both a “best time” and “best price” mailing date, or where you might compromise to come up with your optimum time(s) to mail.

If you have any questions regarding the new pricing for Unaddressed Admail or the new targeting tools, call Highland Marketing today. One of our seasoned mailing professionals would be pleased to help you.

¹ Canada Post refers to this as a “premium”. However, given that there are both Basic and Premium services levels and that the 1.5 cent premium can be applicable to both, we have opted to use the term surcharge to avoid using the word premium in two different contexts.

I found it interesting that the reader questioned the value of direct marketing and then quite aptly suggested reasons why some pieces might have more appeal. Direct marketing is a multi-billion dollar industry and it does work, although it works much better for some than others.

Like many things, direct marketing is what you make of it. It’s like a blank canvas. You decide the shape, the message and everything else that goes along with it. So, let start with some reasons why direct marketing and direct mail in particular works.

• You can select our own prospect lists and target markets
• You can apply interesting physical shapes
• You can differentiate messages for those that are brand loyal, prospects and by product interests
• You can create truly memorable experiences for both customers and prospects
• You are working with a medium that is tangible and fosters retention

You pick your own audience

Now, how good a deal is that? Radio, TV or newspapers don’t allow you to pick the specific people you want to target, but you can with direct marketing.

You can use your current customer list, you can rent lists or, with the plethora of information available on the Internet, you can build your own selected lists. Our own direct marketing target groups consist of several thousand or smaller groups that we hand pick for selected target mailings.

It is a great sense of marketing freedom to say this is what I want to market and these are the people that I choose to market to.

Letting it take shape

First, let me say that some marketing pieces are successful in spite of design. For example, that special invitation that you receive each year from a specific vendor to their 2-day blockbuster sale. But, on the other hand, many direct mail pieces could be a lot more interesting.

I believe that the direct marketing industry is going through a metamorphosis, where innovative pieces will continue to garner attention at the expense of those that are less interesting. That’s why we have been promoting die cuts for the last few years. Pioneering is not always easy, but now that we have helped a few clients enjoy success with innovative die cuts, it has certainly been worthwhile.

Direct Marketing is an investment. Like all other investments, you look for a return. If you can generate a much greater return by spending a bit more on mailing die cut pieces, that’s a good investment.

Creating a memorable experience

Our reader cited that “receiving gifts” can make a difference and of course receiving samples of actual products falls into this category.

Sampling offers a multitude of benefits. Everyone enjoys getting something for free and when it comes in the mail, addressed to him or her, it just seems to have more value. Sampling also lets you put your great product, associated literature and coupons into the hands of the consumer. From there, they can try your product to see how they like it, read more about your products and your company and enjoy the value of the $X off coupon that you provided. It’s a great experience for both you and the consumer. Further, it is an excellent way to build a relationship that can last a lifetime.

You can also gather names for sampling different ways. Having been involved in this market since the mid-nineties, we still favour website offers. This affords you the opportunity to gather key marketing information from consumers as well, which they are usually prepared to offer in exchange for product samples – provided you have a stated privacy policy in place.

For companies that can’t mail out product samples (e.g. those manufacturing larger items or those in a service industry), a novelty item that is tied to a campaign also works very well. Again, the small gift or token captures attention and helps you to build and/or further the relationship.

I often ask the question, “Would you spend $18 per piece on a direct marketing campaign?” And, as people reply with a quick, ”No”, I like to show them a full-size wine bottle, complete with a message from a “desert island” stuffed inside. We shipped almost 10,000 of these, broken down into smaller quantities at regular intervals. The campaign actually recouped all funds budgeted to it before completion. This may not be everybody’s “cup of tea” or “bottle of wine”, but in this case it was a worthwhile investment.

When you capture interest via samples, novelty items, die cuts and other forms of innovation, you not only stand out against the other hum-drum pieces, you also create truly memorable experiences that help to foster those ever-important relationships.

Differentiating messages

You might want to introduce a new product or service to both current customers as well as prospects. Wouldn’t it be nice to tailor your message differently for each group?

You can do this with specific personalization where you mention the persons name (e.g. Dave, we appreciate your loyalty to our brand) or by using other personal information – without going overboard (some forms of personalization do get too drippy). Optionally, you might insert a coupon that simply reads, “As a loyal customer here’s a $X coupon toward your next purchase of…”. Of course, you could tailor the message for prospects, accordingly.

Well-crafted messages that are targeted toward particular consumer/customer groups are always more meaningful. If you are fortunate enough to have information through which you can differentiate consumers/customers within your overall target group, you have a great opportunity to shine by speaking to them directly, at the appropriate levels.

Tangible aspect fosters retention

I think that the tangible aspect of printed material is often overlooked. This not only applies to direct mail, but magazines, brochures and other types of literature that we can pick up and peruse.

The blog post that we wrote last year titled “The Brain Prefers Physical Stuff” explains how the tactile sensation of holding a marketing piece makes a stronger impression than seeing the exact same information in the same form in a digital environment. And of course this is logical, as in the former case both the senses of touch and sight are engaged, whereas in the latter case, it is solely a visual experience.

Most mail that we receive is also both portable and convenient. You can receive a piece at the office that you might want to look at later. To this end, you can toss it in your brief case and read it later in the evening as you sit back in your recliner. Optionally, you can pass it around the office.

Unlike TV, radio and many other forms of non-tangible marketing, the physical presence of mail does prevail until it is read or tossed. Again, the overall appeal of the piece will always be a prime factor in its success.

As I wrap things up, I must mention one other key ingredient and that is repetition. You would never run a single TV ad or radio spot, and unless your offer is incredible, a single mail drop to new prospects may not make your phones ring off the hook either. I often suggest that it’s better to target the same 3,000 people 3 times, at one-month intervals, rather than targeting 9,000 people once only. It costs pretty much the same, but the results are almost always better.

In closing, I do extend my thanks to the reader who posed the question, “Is Direct Marketing still valuable?” It caused me to reflect on many things that we take for granted, as we work with this medium all of the time. So, is direct marketing still valuable? You know our thoughts, but I leave you to draw your own conclusions.

To this end, we are asking people to post their favourite direct marketing campaign in the comments below. We’ll have a look at the submissions received each week and send out a $10 Tim Horton’s gift cards to each of our top 7 picks for that week.

Of course, there are a few simple rules:

• To enter, simply share a brief story or anecdote regarding one of your favourite direct mail campaigns in the comments below
• Like us on Facebook and/or follow us on Twitter for regular direct marketing updates (optional but encouraged)
• You need be 18 years of age or older to qualify
• Cards will be mailed out through Canada Post. We’ll contact you through the email address supplied.
• Please keep it clean. Nothing vulgar or offensive please
• We will be moderating all comments and reserve the right to delete anything we deem to be inappropriate or unrelated to direct mail.

So go ahead—share your best direct marketing story with us. We’re looking forward to hearing all about it!

I don’t know that Canadian direct marketers are truly aware of how good they have it when it comes to creative marketing pieces and we have to thank Canada Post Corporation for the latitude that they offer.

As many of our readers are aware, Highland Marketing is a huge proponent of direct marketing pieces that dare to be tastefully different and this includes the die cut mailers that we help to design.

Over the last month we have hit a cost-prohibitive wall when it comes to sending die cut direct marketing pieces to addresses outside of Canada. Clients are just not prepared to spend almost double the postage costs to mail to these areas.

When sending die cut mailers as conventional presorted Addressed Admail (now that’s a mouthful) in Canada, we pay the same as a rectangular post card or an item in an envelope—and that’s a very good deal.

So, today I am not here to complain, but to commend and thank Canada Post for accommodating direct marketing pieces that take on a variety of shapes and sizes, create interest and engage consumers. After all, that is what direct marketing is all about.

When we first started the business, our focus was on providing professional data services as well as mailing services and we incorporated the company Alexander, Floyd & Associates Ltd. The Alexander was taken from Alexandra, which is Christine’s middle name and the Floyd is from my middle name, as you may have guessed.

As Alexander, Floyd & Associates did not have much of a marketing ring to it, we decided to register the trading name of Highland Marketing under Alexander, Floyd & Associates Ltd. We liked the sound of Highland Marketing and it was consistent with our roots in Fergus.

Interestingly, our certified, LCP sort software is listed on the Canada Post website under the name of Alexander, Floyd & Associates Ltd. As such, with the introduction of our new Remote LCP Sort Services, we felt it time to bring the name of Alexander, Floyd & Associates more to the forefront, especially for those that might want to confirm the certified status of our software on the Canada Post site. To this end, we have also set up a separate website for Alexander, Floyd & Associates Ltd. to feature our Remote LCP Sort Services.

So, there you have it. Alexander, Floyd & Associates Ltd. and Highland Marketing are really the same entity and we answer to either one.

Hope this helps!

With many recent articles blatantly stating that many folks no longer depend on the postal service nearly as much as they did in 1997, this has to weigh on both sides. Give others a reason to go digital and they just might. Even my 86 year old mother is looking at getting a computer.

There is no doubt that certain sectors, especially small business, would be hit hard by a complete walk out. But, as we have said, many others simply won’t notice. Is this why we haven’t seen a full strike to this point? Is there recognition that a strike might actually do more harm than good?

Apart from the “don’t need ya” message we keep seeing, others are now extolling the virtues of privatization. Privatization of postal systems has already happened in several countries worldwide and, as volumes of mail are declining, today it might be more manageable than it was in 1997. I am sure that many remember the de-regulation of the telecommunications industry. Whoda thunk that ever would have happened?

So, both sides to this dispute are faced with some pretty tough rows to hoe. What they really need is a rational win-win that serves the common good, because after all, they are on the same team and it’s a team that is facing some serious challenges.

If it is more of a protest for now, so be it. Here’s hoping that it does not escalate beyond this and that they can come up with solutions that reflect the signs of times, best serving the needs of all.

If CUPW simply continues with rotating 24-hour strikes in different communities, it is safe to mail. In reality, this would only be adding a day or two onto delivery. That said, it is not the kind of bite that will impact anyone very much at all and I expect that everyone is aware of this.

However, as this could be a pre-cursor to a nationwide shut down or extended walkouts in different centres, there is, indeed, an element of risk. This especially true for anyone mailing Addressed Admail or Publications mail across the country, as delivery times for these products can range from a few days to a few weeks.

The press keeps telling us that we are not as dependent on Canada Post in this digital age and there is no denying that and I believe that both sides to this dispute recognize this as well. Although many people may not even notice this strike, small business certainly will and so will marketers. But is that enough to bring a speedy end to the strike? If I am not mistaken, the government had already drafted back to work legislation before the strike of 1997 actually began. I have heard nothing to that effect in 2011.

Highland Marketing provides both regulatory and promotional mailing services and we have to be honest with clients. Therefore, to answer the question “Is it safe to mail?” we really have to look at time-sensitivity. If you don’t really care how long delivery might take, as long as it gets there, then do mail, because your mail is going to get into the system and will have priority at the end of the strike. However, if you are mailing time-sensitive materials that must be delivered by a given date, then I do not believe that it is safe to mail because there is an air of uncertainty and I believe that if the strike is to be effective, the bite will have to hurt more than it would with rotating 24-hour walkouts in different cities. That said, it could escalate very quickly.

We will continue to monitor the situation and keep you informed, However, for some mailers, it can still be business as usual, whereas other must certainly assess the risk before mailing, at least for now.

To this point, we have had very little direct communication from Canada Post regarding the potential mail strike. Thus, if you listen to what is in the press, you know about the same as we do.

We weathered the mail strike of 1997 that lasted two weeks. The effect of the saber rattling leading up to the strike was actually harder on business than the strike itself, largely because of the understandable fear of mailing during the uncertainty.

There are a couple of things that you should take into account when deciding whether or not you should mail with a strike looming.

1. If you have time-sensitive material, you should consider either a) deferring your mailing until after a settlement has been reached or b) extending the period of the offer by about two to three weeks.

2. If your materials are not time-sensitive, oddly, it can be to your advantage to mail before a labour disruption. The reason for this is that, typically, most people defer mailing until after a strike. As such, abnormally large volumes of mail are usually deposited after the settlement, bogging down the system. Of course mail that is already in the system would have a priority and would be delivered quicker than had it been deposited after the settlement.

I recall during the last strike that we also pre-prepped quite a bit of mail so that it could be ready for induction immediately after the settlement and we will have staff available during any labour disruptions to pre-prep mail as we did in 1997.

Lastly, we must remember that many strikes involving government public workers do result in back to work legislation. Therefore, if there were a strike, I would hope that service would not be disrupted for more than couple of weeks, as it was in 1997.

I hope this helps. If there are any questions, I would be pleased to answer them, as best I can.

Have a great day!

P.S. Note that the contents of this post will also be communicated to our clients and associates via email on Monday May 30.