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Written by Diane Conterno
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10/12/12 |
 Despite the current doom and gloom in the media about the stability of the USPS, surveys and studies are finding that the response generated by a direct mail campaign is still high. According to the “Channel Preference Study” from Epsilon Targeting, nearly 60% of consumers prefer to receive product offers by direct mail. Unlike telemarketing, the consumer can peruse a mail piece at a time that is convenient to him/her and there is less pressure to make an immediate decision.
We already know the more personal an offer is to the recipient, the more likely he or she will respond favorably. A DMA study shows that 52% of direct mail recipients prefer to respond online. So how can you leverage this relationship between the direct mail offer and the online response?
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Written by Jeff Burkett
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10/04/12 |
 Late Friday morning at the end of a busy week, I received a phone call from a news reporter for the local CBS affiliate. He wanted to interview me about the falling volume of first class mail and the US Postal Service’s reaction to sell more “junk mail.” This is not the first time I had heard the term, but it always feels a little like someone stepping into my newly carpeted office wearing muddy boots. So I quickly clarified that I would be discussing the advertising mail programs offered by the USPS and agreed to give him the interview.
The reporter stated that he had read that the USPS was “pushing ad mail” with new programs to encourage organizations to include more mail in their marketing plans. Indeed, for years there have been numerous incentives for advertisers to choose mail. “Work sharing” discounts for delivering mail to the USPS which has been sorted according to specs have been around since the beginning of bulk mail (now called standard mail). Appropriately sized/shaped mailers and machine readable barcodes also save processing costs as the mail travels all the way to the mail box. A percentage of the savings is passed along to the mailers in the form of postal rate discounts.
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Written by Crystal Staley
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09/18/12 |
We are ecstatic to announce the release our very first YouTube video! To some, the idea for this video may seem a bit familiar and… well… we hope it does! Direct marketing can be such a dry subject matter. It’s one that is usually accompanied with a list of equipment and some purchased stock images of mail or mailboxes. Original, right? There’s no real emotional connection with that type of collateral, which is quite ironic because direct marketing is most effective when it makes an emotional connection with the recipient. So, we set out to find something that everyone could actually “relate” too, and learn a little about Advanced Direct simultaneously.
Enter… The Most Integrated Man in the World.
If you know anything about direct marketing today, you know it is simply more effective when integrated with other marketing channels. So, even though we specialize in printing of all things that mail, and then actually mailing it… we must have a strong understanding of newer technologies as well as the means to actually produce them. These channels include mobile platforms, PURLS, QR codes and even E-mail. So, without further ado, it is with great pride, we introduce The Most Integrated Man in the World. Click here to view the video!
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Written by Tracy Brooks
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09/13/12 |
 Most of my colleagues and client contacts maintain hectic schedules. The term “40 hour work week” is foreign to those of us in direct marketing professions with a continuous cycle of deadlines. This reality makes it difficult to invest time in structured education. However, we all recognize the significance of “sharpening the saw.”
That’s why I wanted to write this week about an excellent certification program offered by the Direct Marketing Association. I have competed nine of the seventeen online course modules, and I have been extremely impressed with the content and flexibility of the tools. I’ve been able to work the classes into my schedule at a tortoise pace over several months and the knowledge web site portal keeps track of my progress.
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Written by Tobey Miller
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09/07/12 |
 I’m not going to talk politics here. We all know it’s one of the big taboos of the water cooler. However, it is an inescapable fact that this election stands to be the first in which both candidates are heavily leveraging social media over traditional TV ads. It makes sense. In an economy where everyone is trying to get a bargain, TV ads can be very expensive. It is also unclear what the ROI is for a political TV ad. If you win, it’s positive, if you lose, it’s not. Nope, TV ads can’t compare in measurability to social engagement, especially when the social user is actually asking to be engaged.
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Written by Jeff Burkett
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09/05/12 |
Salem Printing Company acquires Advanced Direct, Inc. We normally reserve this space for educational posts and our take on related industry news that we hope you find relevant and informative. However, this week we have a very special announcement. The headline for this blog entry incorporates promises from two very successful organizations that have now become one. I am extremely excited to announce that ADI will now operate as a division of our long standing partner, Salem Printing.
We have worked closely with Salem for over a decade and our common commitment to clients, our people and innovation have continued to bring us closer together. Companies rarely come together for the reasons that we have joined forces. ADI and Salem were very successful operating independently. Together, we will be even stronger and provide expanded solutions for our clients and exciting opportunities for our people.
Our ADI clients should know that your team remains in place, and you don't need to make any adjustments as a result of this change. We can't wait to discuss the future with you! For more details and to read the official press release, please click here.
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