Experiential Marketing Turns to Non-Event Options

What happens when experiential marketing—the strategy of engaging customers in branded live experiences—faces a world where events are being cancelled or postponed thanks to novel coronavirus fears? The blow to b2b experiential marketers is significant. Back in January 2020, the Demand Gen Report found that 53% of U.S. B2B marketers surveyed rated in-person events and tradeshows as their most effective channel for driving lead conversions, above digital-only efforts such as e-mail and the company websites. Of course, that was before the coronavirus began to scuttle plans. The event drought doesn’t mean that the power of experiential marketing vanishes, but marketers do have to adapt. As experiential agency Fake Love’s CEO Alanna Lynch explained in a recent AdWeek article, since there’s no doubt experiential marketing will be affected, "particularly around large-scale events with a global audience," the company is "proactively thinking about how our approach to branded experiences may need to evolve in the short term, more specifically, how physical activations could be experienced virtually and then shared virally." In a ClickZ post, Gretchen Scheiman reminds experiential marketers of the potential power of online experiences, ranging from gaming like Fortnite, to educational platforms like Kahn Academy to McDonalds restaurants, where parents who might hesitate to send children into crowded Happy Meal Play Zones can visit happymeal.com for downloadable coloring pages, activities and interactive games. Jillian Ryan at eMarketer likewise urges pandemic-deprived marketers to "go digital and be nimble" as virtual conferences replace physical events, creating digital touchpoints whose content and engagement can still influence the intended audience. Indeed, event cancellations can provide a great opportunity for marketers to A/B test whether their physical event presence is as crucial to conversion as presumed, Ryan notes. Plus, experiential marketers have some good old-school options that have been technogically enhanced for interactive engagement. Ryan urges consideration of direct mail as an experiential tool, for example. In addition to its visual and tactile engagement, direct mail can be highly targeted and personalized, and now, thanks to digital print technology such as QR, VR and AR, digitally interactive as well. Similarly, ClickZ’s Scheiman reminds that targeted e-mail is another great way to create a direct line of communication with people around an event or experience, physical or virtual, with links to interactive digital. For more, see our website blog post at https://www.acculist.com/b2b-experiential-marketers-have-options-to-pandemic-cancelled-events/

Insert Media Offer Cost-Effective Audience Reach

Insert media, direct mail's less glamorous relative, is also a proven way to reach new customers, and AccuList helps clients place offers in a range of printed insert options such as package inserts; publication "blow-in," "bind-in" and onsert programs; postcard decks; statement stuffers; and cooperative mailing programs. In the digital space, there also are webserts to qualified online buyers. Insert media programs may seem old-fashioned, but younger recipients actually embrace them. For example, Quad/Graphics research has found that 49% of millennials said they ignored Internet ads, and 48% said they ignored e-mail, but only 25% ignored retail inserts! Or on the flip side, 73% said they paid attention to retail inserts vs. 48% who paid attention to mobile text. Plus, insert media have a number of virtues that make them attractive to direct marketers: They leverage co-branding since offers "ride along" with material from an already trusted source; they avoid postage costs and save on printing expenses; and they offer a targeted audience. In choosing insert media, the first step is to consider your desired target audience and its match with the demographics and purchase history/interests of the host program. Next, as with any direct marketing effort, test and re-test, making sure there is a large enough universe for future rollout. You can test for both creative/offer and audience category, but if finding the right audience and host program is the goal and the budget is limited, it's probably better to test four different audience groups/programs rather than four creatives to the same audience/program. Of course, once a control is developed for rollout, continue to test against it. And be wary of potential audience duplication: Using different programs with the same owner, a package insert and a statement insert for example, might reach the same recipients at different times. Insert media today are usually part of an omnichannel strategy. That means inserts should provide more than one response option: business reply card, 800 number, URL, and mobile QR code. And it means tracking and analyzing results across channels. So make sure to provide a unique code on pieces to track response by program, offer, audience category, insert month/timing. etc. And if you use a mobile QR code, with links to an offer/purchase landing page or a reply/request page, be sure online pages are mobile-optimized! Because inserts are competing for attention with other offers, your creative needs to stand out in design and messaging, with a clear call to action. Plus, in scheduling insert media, remember that you are at the mercy of the host program's timings and availability. Plan with seasonality in mind and build in adequate lead times. For more, see https://www.acculist.com/insert-media-offer-cost-effective-marketing-options/

Tech Creates New Breed of Interactive Mail

To help boost direct mailer use of emerging technologies, the U.S. Postal Service offered postage discounts this summer for use of interactive mail tools such as QR codes, Augmented Reality (AR), Virtual Reality (VR), Near Field Communications (NFC), and Video in Print. But taking a new technology from gimmick to ROI booster requires inspiration even more than discounts. So here are some success stories courtesy of the USPS, too. Among the USPS-cited case studies of mobile- or tablet-scanned QR and AR codes is this example of how QR codes proved their value for organized sports marketing. Sports event managers created more than 50 unique codes for signage, publications and e-tickets to provide information, social media sharing, and mobile store access, and succeeded in getting QR-code users to scan event material an average of 1.6 times, and increased downloads of the official app to 15 million. Meanwhile, AR proved its traffic-building value for a furniture retailer's mailed yearly catalog; recipients used the app to superimpose pieces of furniture onto a real-time 360°/180° view of their homes, resulting in both more app and website visits by customers for the retailer. Apps can achieve other retail marketing goals besides traffic and sales, of course. The USPS cites a beauty company's print ad AR that allowed digital trials of nail polish, with the goals of preventing product returns and improving future stocking decisions and color choices. Over 10% of users scanned the ad with their smartphones or tablets to try on 40 different nail polish colors. Near Field Communications (NFC) relies on chips and radio waves to communicate with smartphones and has the advantage of instant access. The USPS notes a movie premiere's NFC-enabled posters that encouraged users to tap an image with their smartphones to access behind-the-scenes footage, and an Uber campaign in England with NFC-enabled coasters in pubs, right on the table with the smartphones--and the drinks inspiring ride requests. Video-in-Print (VIP) uses a video device included in a mailer or print ad and can work well for targeting high-value customers. For example, an auto company promoting a new truck used publisher data to select 20,000 readers who fit the target truck owner profile and sent them a VIP magazine insert. Mobile-in-Print also creates immediate interaction by placing mobile call or text capabilities in print media. Consider the case of a multinational auto insurance company plagued by complaints about help line delays: The insurer sent out mobile-in-print mailers that prompted customers to use the keypad embedded on the page to enter their mobile telephone number and license plate information to receive instant insurance quotes on their mobile devices. For more, see https://www.acculist.com/emerging-technologies-create-new-breed-of-interactive-mail/

Use 2019 USPS Promotions to Up Mail ROI

AccuList reminds direct marketers of the raft of 2019 U.S. Postal Service mailing promotions designed to increase response, engagement and ROI via new digital technologies and printing techniques, as well as traditional mail tactics. The registration and promotion periods have already begun for a Tactile, Sensory and Interactive Mailpiece Engagement Promotion that will last from February 1 to July 31. With the goal of encouraging marketing mailers' use of advanced print innovations in paper and stock, substrates, inks, interactive elements and finishing techniques, all USPS Marketing Mail letters and flats are eligible for the promotion’s upfront 2% postage discount. Registration has also begun for the Emerging and Advanced Technology Promotion, open to First-Class Mail and USPS Marketing Mail. The promotion, also offering an upfront 2% postage discount, spans the March 1 to August 31 period this year and is designed to help direct mailers leverage emerging technologies such as Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), Near Field Communications (NFC), and Video in Print, as well as multi-channel mail integration with Addressable TV or digital assistants. Hurry to take advantage of the Earned Value Reply Mail Promotion since registration closes March 31. The April 1-to-June 30 promotion rewards mailings using Business Reply Mail (BRM), Courtesy Reply Mail (CRM) and Share Mail envelopes and cards by providing them with a financial benefit when customers put those pieces back in the mail. New participants will earn a 3 cent credit per counted reply piece between April-June. Created by USPS to encourage bill and statement producers to invest in dynamic/color printing technology, the Personalized Color Transpromo Promotion also offers an upfront 2% postage discount. Registration starts May 15 for incentives running from July 1 to December 31. First-Class Mail pre-sort and automation letters—bills and statements only—that meet the dynamic print and personalization requirements will be eligible for the upfront 2% postage discount. The Mobile Shopping Promotion benefits marketers who send regular and nonprofit Marketing Mail letters and flats combining mobile with print, with registration starting June 15 for a promotion lasting August 1 to December 31, in time for the holiday season. There are many new mobile bar-code formats, in addition to payment QRs, that can be leveraged to qualify for the upfront 2% postage discount. Finally, this year’s Informed Delivery Promotion pushes the new USPS omnichannel tool that allows residential consumers the free ability to digitally preview letter-sized mail and manage scheduled packages on their computers, tablets, or mobile devices. Regular and nonprofit Marketing Mail letters and flats, and First-Class Mail pre-sort or automation letters, cards and flats will be eligible for an upfront 2% postage discount. Register starting July 15 to take advantage of the September 1 to November 30 promotion period. For more, go to https://www.acculistusa.com/mailers-can-use-usps-2019-promos-to-spur-roi/

2019 Trends Can Propel Direct Mail Success

Direct mail lists and data services are core to AccuList USA’s business success, so each year we research which trends our direct mail marketing clients will want to embrace for maximum response. We start by noting that digital era issues can actually create direct mail opportunities, as pointed out by direct mail agency Inkit. More customers are tuning out digital advertising. In fact, eMarketer estimates that 30% of all Internet users will use ad blockers in 2019. One way marketers can offset the drop in digital ad effectiveness is to beef up direct mail campaigns. After all, ANA-DMA research shows that 84% of millennials take the time to look through their mail and 64% would rather scan for useful information in the mail than e-mail. Plus, 41% of millennials and 53% of Gen Xers report enjoying catalogs. That engagement translates into higher response rates for mail than for any other media, per the 2018 ANA-DMA Response Rate Report, with 9% for house lists and 4.9% for prospect lists. While digital ads are being ignored, digital video is booming; Inkit reports that Cisco projects video will encompass more than 85% of all Internet traffic in the U.S. by 2020! Direct mail doesn’t have to be left out. Thanks to print technology–QR, AR, Video-in-Print and Near Field Communication (NFC)–paper promotions can jump on the video bandwagon. For all marketing channels, customers in 2019 will expect marketers to personalize offers and deliver a seamless experience across channels, Inkit asserts. AI is one way marketers can get a handle on messaging across channels and at different points in the buyer journey. Meanwhile, variable data content printing and enhanced database targeting and segmenting can deliver personalized relevant messaging for mail. Yet there are some popular direct mail printing practices that need to be ditched this year, advises direct marketing agency Darwill. For example, using a 4-color master shell on which variable content is laser-printed in black and white has become old-hat given that new inkjet presses can create endless 4-color versions, including coupons varied based on a recipient’s past shopping patterns or demographics. Plus, custom maps once laser-printed in black and white can be replaced by full-color variable maps that are more personalized, eye-catching, and likely to drive leads. For more see our full blog post at http://www.acculistusa.com/2019-trends-open-doors-for-more-direct-mail-success/

Tips on Integrating Direct Mail & E-mail to Rev ROI

Even though omnichannel has gone from marketing buzzword to marketing given, marketers can still face challenges in getting the most ROI from direct mail and e-mail integration. A recent MarketingProfs post offered a collection of stats and tips that can help. For those who doubt the power that traditional mail can add to a digitally focused effort, the article cites a few important facts about snail mail's bottom line punch. For example, campaigns that use two channels together, such as direct mail and e-mail, have been shown to get up to a 35% lift over those using a single channel, per IWCO Direct data. The younger generation may be very digitally savvy, even addicted when it comes to social and mobile, but recent studies from the U.S. Postal Service prove mail's sales power: A whopping 57% of Millennials make purchases based on direct mail offers! Other USPS studies show why mail works so well regardless of age: People spend more time with physical advertising, have a stronger emotional response and remember the physical promotion better than digital efforts. Plus, beyond the ability to use direct mail's sizes, formats and tactile designs to grab attention, today's print technology makes it easy to link a printed piece to digital channels via QR codes, near-field communication (NFC), and augmented reality (AR). So how do you get the most out of a direct mail-e-mail marriage? Here are some ideas from the MarketingProfs post's authors, Dennis Kelly, CEO of direct mail automation tool Postalytics, and Nancy Harhut, a creative director who has worked with leading brands such as Google, Adobe, McGraw-Hill, and Nationwide Insurance: 1) Consider delivering critical information in both channels to reinforce the message; 2) Have each communication build on the previous one; 3) Use direct mail to emphasize a key message or break up the expected routine; 4) Ensure both e-mail and direct mail adhere to the same graphic standards and reflect the same voice so each piece reinforces and extends your brand promise; 5) Use direct mail to initiate a conversation with people whose email addresses you do not yet have, or with those who have repeatedly not responded to your email. For more, see the full post at http://www.acculistusa.com/learn-how-to-integrate-direct-mail-e-mail-for-max-results/

Smart Marketers Cater to Millennial Direct Mail Fans

Remember when marketing gurus were calling direct mail "dead," drowned by a wave of digital, mobile, and social technologies? Well, research keeps resurrecting mail from its low-tech tomb. In fact, recent studies find that Millennials--the 22- to 36-year-old, tech-savvy generation supposedly addicted to mobile devices and digital networking--are bigger fans of direct mail than older generations in some ways! For example, a recent study by InfoTrends and Prinova found that response rates for direct mail remain high for all demographics, including Millennials, who open direct mail received at the same high rate of 66% as recipients overall. More significantly, Milennials as a group respond faster to mail--within 2.4 months--which is less than the average response time for all respondents. Plus, the InfoTrends research found that a big 63% of Millennials who responded to a direct mail piece within that three-month period actually made a purchase! Along similar lines, the U.S. Postal Service (USPS) and the American Association of Political Consultants (AAPC) conducted a survey on direct mail's political impact on Millennials and found that at least 42% of Millennials prefer direct mail political ads over online ads, and that Millennials are more likely to be prompted to action by mail, with 66% likely to research the candidate and 54% visiting the candidate’s website after receiving mail. However, research also shows that all mail pieces are not created equal. Mailings that resonate best with Millennials are targeted and personalized, per research. Luckily, sophisticated targeting and personalization are possible with today's variable printing, programmatic and automation programs, and database segmentation and analytics. Millennials demand printing quality as well, with one quarter of surveyed 25- to 34-year-olds saying they opened direct mail because of the print and image quality. Plus, engaging copy counts, with 25% of that same surveyed group saying they consider reading direct mail a leisure activity. That doesn't mean that printed mail can be divorced from Millennials' digital lifestyle. Data in eMarketer's survey report “US Millennial Shoppers 2017” shows that Millennials prefer digital shopping and are comfortable with mobile shopping, which means that integrating print and digital--via QR, AR, or PURL--can significantly boost response. For more detail, go to http://www.acculistusa.com/marketers-win-by-catering-to-millennial-direct-mail-fans/

Mailers Must Cater to Millennials As Digital Shoppers

With the millennial generation, roughly those aged 18-35, now outnumbering boomers, most marketers want to keep this big batch of younger purchasers in their crosshairs. Yet direct mailers sometimes report frustration that response does not match expectations.  One cause may be failure to take into account millennial shopping and buying habits. A recent article by eMarketer, drawing from its "US Millennial Shoppers 2017" survey report, cited three shopping habits of interest to direct marketers. First, millennials tend to prefer digital shopping, even while in stores. Second, millennials are very comfortable with mobile shopping. And third, millennials have a strong presence on social platforms.  So it's no surprise that Target Marketing magazine's Summer Gould recently cited five reasons direct mail may flop with millennials--and three come back to the clear digital preferences identified by eMarketer. First of all, a direct mail offer that does not include an online purchase option is missing sales, Gould points out. And, per eMarketer reporting, mailers may be losing sales in a big way considering that 90% of millennials, 93% of Gen Xers and even 84% of boomers said they bought online in a June 2016 Berkeley Research Group survey. Next, since millennials clearly embrace mobile shopping, every aspect of the shopping experience should be mobile-friendly (website, landing pages, shopping cart), Gould advises, and it is certainly key if the direct mail includes mobile-scanned QR codes to connect digitally. Then, since social media matters to millennials, a direct mailer lacking a social presence is also snubbing millennial shoppers. Regardless of digital messaging, printed content also needs to seem authentic and friendly if the mailer wants millennials to make a connection with the offer and the brand, per Gould. Finally, millennials expect a company to be up-to-date with technology and to integrate marketing, shopping and sales with technology--whether in-store, in direct mail, or on the website. For more, see http://www.acculistusa.com/direct-mail-woos-millennial-shoppers-by-embracing-their-digital-side/

Tailoring Direct Mail to Millennial Tastes

Research shows that millennials respond well to direct mail--but not necessarily to their father's style of direct mail. Summer Gould of Target Marketing magazine recently listed five traits to incorporate in direct mail creative to enhance its appeal to the millennial mindset. Authentic: The first rule is to strive for authenticity in messaging and imagery, keeping it in sync with the brand with a stress on consistency and transparency. Accessible: Make sure your company is accessible by providing multiple ways to respond, especially digitally and via mobile. Human: Keep it human and seek connection with personalized, emotional messaging. Also humanize the brand by highlighting real employees and user-generated content. Socially Aware: Showcase your company as socially aware, linking with charities and causes relevant to the brand. Tech Savvy: Make sure you include digital and mobile technology in printed pieces, going beyond QR codes to the more powerful Near Field Communication (NFC), Augmented Reality (AR), video and more. For the full article, read http://www.targetmarketingmag.com/post/direct-mail-marketing-millennials-5-tips/

Direct Mail Still Key Insurance Acquisition Tool

In providing targeted lead lists to insurance marketers, we've seen the continued acquisition power of direct mail over the years, so it's nice to find an Insurance Journal article supporting our experience. Speaking to independent property and casualty insurance agents (but with arguments that apply to mailings for other insurance types), author Michelle Peel of IWCO Direct printing, cites four key reasons direct mail should be part of customer acquisition plans. No. 1, statistics show that consumers prefer direct mail for branded promotions, she notes, citing Experian's 2012 Channel Preference Study finding that 73% of Americans prefer direct mail for brand communications. And that preference extends across generations to include millennials, with 57% of younger buyers saying they have made a purchase as a result of a direct mail offer. Direct mail acquisition also continues to have a higher response rate than digital channels such as e-mail, per the latest Direct Marketing Association (DMA) data (1% for mail prospecting compared with 0.1% for e-mail). No. 2, creating the relevant, personalized and timely messaging that makes direct mail succeed is easier than ever with online marketing tools and templates from many insurance providers and, we would add, variable data printing to fill rental list data into custom-targeted, personalized creative. No. 3, the U.S. Postal Service is on the side of direct mailers and continues to develop products such as Every Door Direct Mail for blanket area coverage, as well as print-to-digital technology promotions of Quick Response (QR) code and Augmented Reality (AR) use. No. 4, direct mail drives traffic to online channels, too; Peel cites DMA data that 44% of mail recipients visit the company website, 34% search for the company online, and 26% save the mailer for future reference. Of course, using personalized urls (PURLs), QR codes and AR will further help boost online traffic. See http://www.insurancejournal.com/magazines/features/2015/03/09/359395.htm

Rev Direct Mail's Offline-Online Conversion Power

In the age of paperless digital communications, why bother with old-fashioned direct mail marketing? Well, even digital giant Google uses direct mail in some ad campaigns! The tech leader's strategy acknowledges direct mail's advantages even in a digital world: Direct mail can drive traffic to a website as well as a brick-and-mortar location; direct mail still leads other channels in response rate and cost per lead; and, as other marketers go all-digital, direct mail actually stands out in mailboxes and makes a guaranteed connection that cluttered, filtered e-mail inboxes and online ad spaces cannot claim. Still, direct mail ROI is no slam dunk. For ways to optimize online and offline conversion for direct mail, take a look at a recent DirectMarketingIQ article by Katherine Halek, print strategy adviser with the Texas-based printer Signazon. Here are a few key points: First, and foremost to our mind, use a highly targeted mailing list to reach the customers most likely to respond. Next, have your creative stand out in the mailbox with an eye-catching accessible format (such as a postcard), a larger-size piece, or an unusual design (such as dimensional or shaped mail). Always include a QR code so smartphone users (over 64% of Americans) can scan and go direct to a landing page. But also print a simple, memorable URL for those who don't use QR codes. If possible, time mailings to coincide with real events, such as a sale or show, for extra response impact; the mailer can include a discount coupon or gift offer, for example. A single mailing won't create brand awareness, so make cumulative efforts by mailing more than once and combining mail with followups via other channels. Finally, use mail's unique in-home physicality to make a personal connection, turning database information into personalized salutations, content and offers. For more tips, go to http://www.directmarketingiq.com/article/tips-higher-conversion-direct-mailing/1

Augmented Reality Challenges QR in Print-to-Mobile

With print-to-mobile marketing growing, the scale and engagement of "augmented reality" image recognition is wooing some publishers and advertisers away from QR codes and tags. Augmented reality certainly has a fan in publisher Meredith Corp. A recent Mobile Marketer story quoted Doug Crichton, director of mobile engagement at Meredith: “Digital watermarks unduly complicated our editorial production processes, and QR codes/Microsoft Tags weren't moving the needle. So far, augmented reality is driving more reader engagement than QRs/Tags did.” Earlier this year, Meredith rolled out a branded augmented reality application for editorial and advertising in its four parents network titles: Parents, American Baby, FamilyFun and Ser Padres. Meanwhile, Time Inc.’s lifestyle group is using digital watermarks in several publications, including watermarketing a MyRecipes cook book so consumers can save recipe info for grocery shopping. Similar to augmented reality, the draw of the digital watermarks is that they do not cover up the images on pages, which suited Time's reliance on big pictures in recipes. That's not to say that QR codes have fallen by the wayside, especially when the goal is to drive traffic. QR codes immediately signal consumers that there is a mobile component to a printed piece for quick lead generation. As a result, many marketers are balancing the advantages of print-to-mobile options by using different forms of technology at the same time, the Mobile Marketer story notes. P&G’s CoverGirl recently used a combination of QR codes and augmented reality on pages within Condé Nast’s September issues of Allure and Vogue, for example. See the complete story at http://www.mobilemarketer.com/cms/news/software-technology/16338.html

Make QR Codes More Visual to Boost Reponse

Why don't more people scan those increasingly ubiquitous QR codes? Mobile phone subscribers may be set to outnumber the Earth's population by next year, but many marketers are disappointed by their QR code usage. A recent MarketingProfs.com article by Uriel Peled points out some reasons. Most QR codes are not eye-catching or placed in a prominent location in the offline creative. They don't give the customer a reason to make even the minimal effort to scan. He provides some interesting examples of how to create better QR code engagement. Incorporating the QR code prominently in the design and as part of the call to action can boost scans by 25% in his experience. Also, you can combine your logo with the visual QR code to both empower the brand and create more engagement. You can also build a social media following through your offline community with QR codes; by adding QR capabilities to static Facebook and Twitter icons, Peled predicts you can increase social engagement by 25%, too. For visual examples, see the article at http://www.marketingprofs.com/articles/2013/11151/how-to-use-visual-qr-codes-to-increase-customer-engagement-25

Will Direct Mail Embrace NFC Technology?

NFC, or near field communication, has the potential to re-energize direct mail, predicts Jacob Beckley in a recent MediaPost blog. NFC technology is similar to a printed QR code. Both use a mobile device to bridge the gap between a physical marketing piece and online messaging. QR use has already proliferated, but the latest NFC technology actually has some advantages that could make it even more popular, argues Beckley. NFC coding is easy to use and requires fewer steps to reach online content than a QR; all the user has to do is bring the mobile device close to the NFC coding to go directly to the online content. While NFC technology originally required an embedded chip or tag, now NFC-enabled papers and plastics are available. Plus proximity marketing apps could let merchants use an NFC to reach consumers within range of a product in real-time. NFC adaptation has been slowed by Apple, which preferred QR coding for its iPhone, but Google Wallet now uses NFC to transmit payment details for wireless transactions, and other mobile phone makers, like Samsung, have incorporated NFC in their devices. Those advances should appeal to direct mail marketers interested in leading the pack in the race for multi-channel customers. They can dump shortened URLs and multi-step QR delivery for NFC's instant mail-to-online linking. Any direct mail strategists intrigued by the idea of NFC can read http://www.mediapost.com/publications/article/194421/nfc-poised-to-accelerate-direct-marketing.html#axzz2RxwwcX7h