The Ridiculously Inexpensive Magic Of Direct Mail Letters!

          

The Ridiculously Inexpensive Magic Of Direct Mail Letters!  

Forbes Direct Mail Article

Great article from Forbes on the effectiveness of traditional direct mail and how it can make your phone ring! If you are not currently utilizing direct mail you need to rethink that strategy and reintroduce a multichannel marketing strategy.  If you need help call DeFrance today and we can help point you in the right direction.  

 P.619.474.8626   E.defrance@defranceprinting.com

 

Does your fundraising stand out?

As we fast approach the holidays (I cant believe next week is Thanksgiving already) non profits and businesses are positioning to ask for donations and sell their products. Direct mail is still the first touch and standing out is key to your success.

Generating cash is a responsibility most every company faces and with that comes the challenge of how to get your message out as the popular form of communication continues to change.

Direct mail has stood the test of time and remains one of the most effective ways to get your company information in front of consumers and/or donors.

My grandmother is a person who donates to several organizations each month (and no, you cannot have her contact info- ha) so I questioned her about how she decides where to give her support. Her answer included the following reason:

1)The piece is unique and catches her eye- intrigues her to open it.
2)The company/non profit is reputable, mails her often so she is familiar with their service/mission.





















That brought to mind a piece we recently received in the mail (see above). The piece was definitely unique and caught our eye- how many brown paper bags do you receive in the mail? Not many, I bet. We, of course, opened it and found:















-A personalized letter, asking several times for support
- A colorful brochure explaining who our donation will benefit
-A code number enabling the company/non profit to track which mailing got a response

Take a look at your current marketing/fundraising material. Is there room for improvement? Would you like to track which pieces work best?

Call us today - we want to help!

Ronnie Williams
DeFrance Printing
619.474.8626

Direct Mail Spend Expected to Grow 4.6% This Year

"The power of direct marketing".
Click the link to read more results from the DMA. Good info and shows how each aspect of marketing will grow through 2016.

Direct Mail Spend Expected to Grow 4.6% This Year

Direct Mail Design and Best Practice | Business 2 Community

Good read especially if your direct marketing.

Direct Mail Design and Best Practice | Business 2 Community

If you need help creating or improving your marketing campaign call DeFrance today!
619.474.8626

The Digital Nirvana » Blog Archive » The Quick Response (QR) Codes Best Practices

Click the link to learn more about QR Code best practices

The Digital Nirvana » Blog Archive » The Quick Response (QR) Codes Best Practices

As always if you want more info about how to use QR codes and how they can help your business call or email us today!

Thanks
Ronnie Williams
619.474.8626
ronnie@defranceprinting.com

Sharpe Tips — Direct mail fundraising pointers from Alan Sharpe, CFRE, fundraising practitioner, author, trainer and speaker.

Looking to improve that fundraising letter, here are a few tips.
Sharpe Tips — Direct mail fundraising pointers from Alan Sharpe, CFRE, fundraising practitioner, author, trainer and speaker.

If you need help imrpoving your non profits fundraising call or email DeFrance today, we can help.

619.474.8626
defrance@defranceprinting.com

8 out of 10 Marketers Recommend Direct Mail to their Colleagues who Chew Gum

New survey shows Direct Mail still important to business to business marketers.

8 out of 10 Marketers Recommend Direct Mail to their Colleagues who Chew Gum

If you need help creating an effective campaign call DeFrance today!
619.474.8626

Small Business Owners: Print Ads Most Effective

Small Business Owners: Print Ads Most Effective

FedEx Office’s third annual Signs of the Times national survey of small businesses finds that:

• 87% of small business owners say that printed marketing and advertising tools are somewhat to very effective at driving customers to their businesses.

• 61% believe traditional marketing and advertising methods are more effective than web-based counterparts at bringing in customers.

• Interestingly, young adult owners (ages 18-34) are greater proponents of signs, banners, posters, flyers, and brochures as cost effective marketing/advertising tools, than their older counterparts. One out of two young adult respondents value signs and banners, compared to 36% of owners age 55+, and 57% of 18-34 year-old SB owners tout the power of flyers and brochures, compared to 47% of their older counterparts.

• 46% of small business owners have plans to grow their business in 2010 by improving their company’s online presence; 36% plan to utilize social media/networking sites to build business.

FedEx Office, in conjunction with the Ketchum Global Research Network, worked with Braun Research to conduct the survey. They polled small business owners who employ 5 to 100 employees and own firms that generate over $100,000 in annual revenue. A total of 500 interviews were completed; the margin of error is +/-4.38% at the 95% confidence level.
Source: Marketwatch, “Small Businesses Believe They Will Lead the U.S. out of Recession According to Third Annual FedEx Office Survey,” May 5, 2010
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So is this ground breaking info?? No it isn't, it's more of what we have been preaching for the past 2 years. There are many tools in the box, look at the combination that best works for you. For most small businesses utilizing direct mail correctly can bring in new clients, create reliable references and build your brand. Adding in new tools like social networking, blogging and facebook can help fill in the gap between mailings and keep an online portfolio about your business.

Want to talk more about developing an effective marketing campaign for your business, call DeFrance today. 619.474.8626
Also follow our blog or like DeFrance on Facebook to get more updates, samples and info.

Postage increase in 2011

Postal rates will increase January, 2011.

The United States Postal Service today filed for a price increase with the Postal Regulatory Commission. Overall, the increase will average 5.6%.

First-Class Mail will rise 5.4% on average making a first class stamp 46 cents. Presorted letter prices will increase an average of 2.1 cents. Presorted flats will jump about 12%, on average.

Standard Mail prices will increase an average of 5.6%. The increase for standard letters will be about 5.0% and flats 5.1%. STD parcels will jump 23.3%, since they currently do not cover their costs. Other classification changes will be proposed as well.

Periodicals will increase by 8% and Package Services will increase 7%, except for Bound Printed Matter flats which will rise only 5%.

The Postal Service acknowledges the price increase will impact customers, but expects the total net benefit of the higher prices to be about $2.3 billion, an amount that will reduce the agency's anticipated Fiscal Year 2011 loss to about $4.7 billion.

The Postal Rate Commission has 90 days to respond and could make changes to the proposed rates. Implementation is planned for January 2, 2011.

We will keep you updated on further developments.
With our inhouse mailing services DeFrance can save you money on postage ensuring you recieve the optimum postage rates on first class, bulk mail or non profit mailings.
Call today for more info-
619.474.8626

10% Discount from Postcards

First off, welcome to our blog and if you have been here before welcome back.

We created this as an outlet to share information with our client's. A place to showcase our capabilities, new projects, ideas, marketing tips, design and in this case a place to save a little money. As you know we have been in business for quite some time and many of you began working with DeFrance because of a reference. Someone you know who appreciated what we do and passed our info along. The discount shown above on our postcard is to thank those who promote our business.
Here is the info on how to save-
Do you know a co- worker, a family member or friend who at their place of business could benefit from using DeFrance? If so, email DeFrance with the subject line of "Referral". We will send you a short referral form to fill out and email back. It's easy and a great way to save money.

Email- defrance@defranceprinting.com

This offer is good through 12/31/10

Postcard Artwork

DeFrance recently we teamed up with Palm Canyon Resort in Borrego Springs. Like alot of businesses right now they dont have an endless budget so we created a postcard template that can easily be changed while keeping the overall theme consistent. Borrego is a beautiful place to visit offering hiking, mt. biking, off roading, golfing, great food and yes, flowers.
Borrego is located within 2 hours of San Diego and make's a great getaway. For more info go to www.palmcanyonresort.com

Forcasting 2010

"For 2010, I think-I hope!- we'll begin a conversation about balance in the marketing mix. Social media has been the "Next Big Thing" for a couple of years now, but despite the heavy hype, there's been relatively little discussion about it's place as a tool in a toolbox, as opposed it being the salvation of marketing and branding.
Print isn't dead. Television isn't dead. Radio isn't dead. Billboards aren't dead. Direct mail isn't dead. Even newspapers aren't dead. They are all very much alive and there are great opportunities to use them in conjunction(instead of replacing them) with social media and other new media.
By applying the fresh perspectives and philosophies found in new media to more traditional areas of marketing, we can uncover opportunities to innovate and extend beyond what other's have done in the past. Here's hoping 2010 is the year we dust off some of the great media vehicles of the past, and discover new and relevant ways to use them to connect with our audiences."
James Archer Managing Director of Forty Agency

Advanced Viewing

"Oversized windows entice recipients to find out what's inside."

"Back in vogue are oversized-window envelopes that give recipients enough of a peek at the contents to convince them to open it.
The Wilderness Society- a Washington, D.C. based non profit- adopted the larger windows for its bimonthly donor recruitment package, which it mails 2 to 3 million of annually. It now places the traditional single envelope used for the prospecting piece inside another envelope with an oversized window, and donors have taken notice.
When the double-envelope approach was tested against the single envelope, the oversized-window piece produced a 35 percent higher response rate, according to Robin Hickman, the group's director of membership services. She adds that a subsequent test also generated a higher response rate, proving that doubling your efforts really can pay off. - Paula Andruss"

by Paula Andruss from the December issue of Deliver Magazine.

Rain & Hail!

Wow, I have lived in San Diego my entire life and don't believe I have ever seen weather like this past week. Kind of a mess but we really needed it.
Here is a pic of hail that built up on our front door this morning. Be careful outhere and wear your waders. Keep checking in I am going to be adding some samples and marketing tips early next week.

Happy New Year!

Well we hope that all of you enjoyed the holidays and celebrated the New Year! I am ever the optimist and feel that 2010 will bring good news and improved business. This doesnt mean everything will go back to normal but I believe that those of us who work hard, build relationships and have a plan will succeed.
What to expect from DeFrance this year- more ideas/ better solutions/ additional capabilities/ new marketing tools/ our own marketing campaign including directmail, email, phone sales, vehicle and building signage + more/ silk screen printing capabilities for clothing/ increased variable data solutions and more-

Rochester NY

Alright I have been blabbing about the the trip to Rochester NY since I returned and promised a little write up. Sorry this took so long for those very few of you who have been waiting. Here it is, sorry if it's a little long.

Xerox put on a workshop with Gimble & Associates in Rochester NY a few weeks ago. The purpose was to teach us about digital printing, variable data, promotional material, photo specialty products and book publishing along with our current products. Essentially show us what is available for you, our clients whether you need to increase business, lower your costs, target a new audience or reestablish a relationship with your current clients.

We have been transitioning DeFrance from a printing company to a marketing and printing company, offering our clients solutions rather than just products. This workshop was a great stepping stone and provided insight into variable data, data & tracking, list acquisition, combining direct mail with email, web to print, mailing & statistics and numerous other solutions.

Mr. Gimble also hammered on the "Marketing Plan", and it's importance for DeFrance and our clients. He asked what do we want to accomplish next year? What"s our goal? When you establish that goal then you can develop a plan that will help to achieve your goal. Once the plan is developed it needs to be looked at each and every month monitoring the results and adjusting as needed. We took the advice to heart are are in the process of developing a marketing plan that will begin January 2010 and we encourage you to create one of your own.

After the event we had time to stand around, talk amongst the marketers and printers sharing stories. The majority of the crowd agreed that is was time to stop being printers and become a solutions provider. Our clients need help just as we do and it's time to step up, share our ideas that help to make a difference and grow business. We began this transition process earlier this year meeting with clients, learning what they need and then developing a solution. Marketing is a process not an event, therefor we create plans for long term growth not instant.

If you have questions about any of this or want DeFrance to come by, talk more about our new solutions and how they can help, give us a call.

Thanks
Ronnie
619.474.8626

Back to the basics

If I asked some of you whens the last time you hand wrote someone a note. Yes I did say Hand Write and I don't mean on your I-Phones or Blackberries most of you would probably say I can't remember or huh? With businesses working hard to improve their bottom line and you working harder than ever before emails can become lost in the shuffle. What will differentiate you from the rest, when the rest is doing the same thing?

A hand written note shows a more personal approach, that you took time out of your day to contact this person. Inherently a note will be read at a break in the day or taken home making it more personal leaving a longer lasting impression. I have used hand written notes for the past 2 years and have great success, potential customers respond 2-3 times more than with an email or voice message.

Rethink this so called extinct method communication and boost your sales. Call me today to have DeFrance develop a note card or thank you that will allow you to grow your business.

Ronnie Williams

619.474.8626

Reasons' that compel consumers to open their Direct Mail

As recent survey from Vertis Communication asked adult consumers a question, "Which one of the following makes a difference as to what direct mail you open?"

The results:
1) Timing of the piece arriving coinciding with need for the service/product = 67%
2) Consumer's name on the front of the envelope = 66%
3) A special offer or discount = 54%
4) The package looks important = 52%
5) Feel something in the package = 51%
6) A free gift or token inside = 42%
7) Donated material enclosed = 35%
8) None of these = 5%

So what can you do with this information, well implementing some of these tactics in with your current direct mail campaigns would be the first step, then testing which method or methods work best to fit with your products or services and budget. Remember just because you try these tactics doesn't mean it will work, to work the best you will also need a targeted list, great follow up and as I said in my previous entry consistency. Call today for any questions or if you want us to come by and help develop an effective campaign for your business.


Thanks

Ronnie

The results above are from Vertis Communications, property of an annual study tracking consumer media and buying behavior across a wide variety of industry segments... from 2009

Reflecting over a vacation

I haven't taken a vacation in a very long time and forgot how that time away can allow you to reflect on what you have been doing and how to improve on it. Growing up in Southern California the bright green landscape in Ireland was amazing, the food was hearty and the beer was, well everywhere. My only complaint was limited Ketchup for the chips.

During the 2 flights home which included a 4 hour layover in Philly my time was spent thinking about the first 6 months of this year. Marketing ideas for DeFrance, marketing ideas we assisted our clients with and we're they effective or not. Most people, myself included are extremely impatient with marketing, expecting that the first mailing, magazine ad or billboard campaign you will rake in the dough. The reality is some will respond immediately to the campaign and others are on the fences or are not in need at the immediate time. This is why consistent marketing is so important, people need to be reminded why they need your products or services regularly, keep your name is their face.

I was reading a blog over the trip and Mark Potter from Canvas magazine was talking about the long term effects of marketing and companies holding off of spending that money. "For example, I was talking to a couple of my friends at Coca Cola, the number one brand in the world, and I asked them about curbing their advertising. They responded by saying that if Coke stopped advertising today, there would be no effect tomorrow. However, in a year's time, Pepsi will surely gain market share."

It's hard to think of the future when we are worried about today but we must. The are no companies who are the exception to the rule, we must market to our target audience, solve their problems and provide superior service.

Just my thoughts after a vacation.

Ronnie

Tradeshow Marketing for RealComm

The end of June is the Realcomm 2009 in Chicago, a 2 day real estate technology conference. This year Realcomm and it's exhibitor's stepped up marketing, contacting attendies early ensuring they stop by their booths. Over the past 2 weeks we produced 11 different postcards all digitally printed. Our job was to work with Realcomm Exhibitors from reciept of artwork, print and mailing. As always they we're a pleasure to work with and we feel that everything turned out great.

To find out what type of marketing will increase attendance to your booth call today!

619.474.8626

Thanks

Ronnie