Entries from December 2007 ↓

There was a time when many people predicted email and online marketing would put an end to direct mail.

But the reality of the situation is, all 3 marketing mediums are feeding off each other in what is now referred to as Integrated Marketing.  You combine all 3 into an overall synergistic plan that boosts marketing results.

B-to-B Magazine recently released their Outlook 2008 Survey and here are some spending stats:

• 79% of marketers plan to increase spending on online marketing in 2008
• 70% of marketers plan to increase spending on email marketing in 2008
• 49% of marketers plan to increase spending on direct mail marketing in 2008

So even though the majority of marketers plan on upping the amount they spend on online and email marketing efforts, half of marketers surveyed are still going to increase their direct mail spending.

And of the remaining 51% of marketers, 39% are keeping their direct mail expenditures the same as last year…and only 12% are decreasing their spending.

So according to B-to-B’s survey, the forecast for direct mail in 2008 looks healthy…

And combining it with the increased spending on online and email initiatives should result in some interesting and effective marketing.

Popularity: 37% [?]

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Tags: B-to-B Magazine, Direct Mail Spending, Integrated Marketing

Have you ever received a multi-page mail piece, turned to page 3, and found a mirror image of what was printed on page 2 (the opposite page)?

Well, if you have, then you’ve unfortunately experienced offsetting.

It’s very similar to taking silly puddy and pressing it against a newspaper. The ink on the newspaper transfers to the silly puddy and you see the mirror image.

Offsetting generally takes place when you are using a Matte Coated or Silk Coated stock with heavy coverage on one page and light coverage on the next page.

The reason for this is ink does not fully dry on these types of paper. And when the printer cuts the stock, the pressure causes unwanted ink transfer…this ink transfer can also happen when folding.

The best remedy to fix this quality-degrading problem is to apply a silk or dull varnish either on the heavy coverage area or the entire mail piece (expect for the mail panel).

This varnish “seals” the ink so offsetting doesn’t occur. There’s an additional cost to apply this varnish, however, so please consult with your print vendor before proceeding.

Popularity: 30% [?]

Tags: Ink Transfer, Offsetting

The December issue of our Sample of the Month Newsletter features a case study from our client Fidelity Independent Adviser and the success they had with different envelope sizes and handwritten addresses.

You can view the issue here:
http://www.ballantine.com/som/2007/december/decemberp.html

Please feel free to post your thoughts and comments below.

Popularity: 33% [?]

Tags: Direct Mail Case Study, Fidelity Independent Adviser, Sample of the Month Newsletter