Happy holidays and a great new year to all of our friends from the entire team at VDP Web.
As the holiday season approaches we are reminded that it is warm relationships that have been established over the years that VDP Web continues to be successful. The entire team at JFM Concepts is thankful for the loyalty of our customers and the hard work and dedication of our staff.
So from all of us, we wish you a safe and happy holiday season.
Pease note our holiday business hours below:
- Wednesday, November 23, 2011 business hours are from 9:00 AM - 12:00 PM EST
- Thursday, November 24, 2011 we will be closed in observance of the Thanksgiving Holiday
- Friday, November 25, 2011 we will be closed in observance of the Thanksgiving Holiday
For emergency assitanance during the holidays, please leave a message and tech support will be paged or email us.
The VDP Web Team
VDP Web founder and principal James Michelson was recently featured on a What They Think video published on October 25th, 2011. The short is an overview of Cross Media Marketing 101, The concise guide to surviving to surviving in the C-suite.
Click here to watch the video
Order now at: https://www.createspace.com/3537914 or amazon.com!
Susan M LaChance
Vice President Consumer and Industry Affairs
I was sorely disappointed to receive the survey request from your department and the follow up post card last week.
To remain relevant and profitable, the USPS must follow the Service’s own advice to business customers and integrate digital and web elements into the marketing mix. If you want advertisers to accept the power of direct mail in the digital age the USPS must lead from the front with cutting edge applications that highlight the power of mail. The web call to action was hidden in the small print in both the letter and the follow up card and required arcane logins and passwords.
The direct marketing solicitation sent by your office was antiquated, ineffective, and counter-productive to growing business customer confidence and utilization of the Post Office and its services. By not following its own advocated best practices, The USPS is making the process of selling direct mail to marketers that much harder.
I strongly recommend you, your staff, and contractors review "Getting Personal – Direct Marketing Practices that Deliver", published by the USPS in 2008.
Lead or be left behind.
At a minimum, this is what the direct mail piece should have contained to capture attention and increase response and provide a positive example to possible business customers:
- Color & artwork personalized to individual recipients
- Size bigger than 3 x 5 to stand out from bills and junk
- Personalization (name, industry, title, industry graphic & artwork)
- Easy to access online survey without the need for usernames and passwords
- Tracking to measure who visited website but did not take further action by individual
The folks at Campaign Monitor shared the following stats about mobile email marketing that I wanted to pass along to our readers. They analyzed their data from all email clients and more than 3 billion messages from May 2009. The chart says it all.
The mix of mobile email clients is no surprise either.
I agree with the author of the original study, that it is time to pay attention to how your emails look on mobile devices, including tablets and to consider this as part of your cross media marketing strategy.
Everyone makes mistakes. The first time that Canon sent us an email a few months back that had a data mismatch on the PURL and took us to someone else’s landing page, we were shocked but willing to overlook it. Stuff happens sometimes, no matter how hard you try. But as an OEM manufacturer of digital presses, there is no excuse to have ongoing data errors in an ongoing campaign. Here are the emails we received Thursday– two of them – within minutes of each other.
The PURL in question on both emails is: http://luciaex.cusa.canon.com/cp/jm186. Try it.
You’ll notice the following issues with this landing page in addition to the fact that the data is crossed:
- The links on both the email and the landing page are not dynamically rewritten and sent through a collection mechanism to allow link tracking. There are lots of links to click, but no way to know if we clicked them.
- There is a broken image at the bottom of the page. See the little X.
- Even after changing the contact info in the survey form, the page still says “Thanks, Jerry.”
- We also dispute the claim of absolutely amazing accuracy, at least if they are referring to the data...
Recently, we also received a standard billing communication from a medical billing company that opened the wrong user account and displayed a different patient’s detailed billing summary. The repercussions could be dire for both the medical facility and the billing partner.
Despite our best efforts mistakes will happen, but follow these tips to minimize the risk:
- Be sure to test live data and real records every time
- Use a checklist to assure all the details are handled
- Never manipulate data in Excel or any other spreadsheet
- Test again, be sure, wait ten minutes, and test again
- Compare and test original data files versus lists that have been appended with data such as a PURL
Follow these steps, and fewer mistakes will happen.
As summer finally comes to the Northern Hemisphere and those of us who live in cold weather much of the year to get out to bask in the sun, it is time for marketers to consider the opportunities that this presents to shake up our mix and capture more leads. As parks, trails, and events gather the attention of consumers and business prospects, consider using mobile techniques to create interest and sales. Experiential events where any kind signage or handouts are used can drive web traffic and capture more leads in these three ways.
1. QR Codes
Smart devices from Apple, Blackberry, Motorola and other manufacturers dominate new cell phone sales. Tablets with cameras and web access are also flying off the shelves. This equipment comes loaded with a camera and allows instant access to web content from virtually anywhere. Easy to design mobile landing pages can be created to serve relevant content and gather opt-ins without the need to create an "app." Virtually any internet enabled phone will allow the site to generate business.
2. SMS Text
Virtually every phone sold worldwide has basic SMS text capabilities. Add a "text to win" campaign on any marketing materials produced from signs, handouts, ticket stubs, and even on the Jumbotron. Consider offering a prize you can't buy on E-bay or at Best Buy. A powerful example is the signed ball or jersey of the game MVP. If a firm has paid for the advertising space already, this is a small incremental cost.
3. Public Address
If a firm has paid to sponsor an event, not only can the signage be used to drive traffic and capture leads, so can the PA system. From the little league park to Yankee Stadium, marketers can use the SMS Text technique above to capture leads and generate buzz. When was the last time you personally internationally went somewhere without your cell phone?
Just because the focus of events has moved outdoors, marketers do not need to be left inside. These techniques can apply to any activity, even those focused on B2B clients and prospects. From golf tournaments and major league baseball sponsored by insurance companies to softball leagues or local festivals sponsored by the neighborhood bar and grill, these response mechanisms will generate an opt-in list of warm leads.
JFM Concepts is pleased to have partnered with the Print Services Distribution Association for the 2011 Print Solutions Expo from pre-show marketing to educational sessions and post show follow-up. The highly successful event was held at Chicago's Navy Pier May 17th to 19th.
JFM Concepts and VDP Web provided in depth cross media marketing support to the PSDA for the show including data cleansing, segmentation, personalized URLs (PURLs), QR Codes, Generic Landing Pages (GURLs), Personalized Landing Pages, Surveys, Email and more in a comprehensive pre and post-show marketing effort. The effort was the first time the association had implemented a comprehensive communication plan that included all these channels with unified reporting and analytics.
The results of the campaign included a streamlined work process, coordinated messaging and content, highly relevant personalization, detailed reporting, and improved response rates. The association was able to access detailed analytics and metrics for each individual channel.
James Michelson presented an extended session on integrated marketing based on his popular book "Cross Media Marketing 101: The concise guide to surviving in the C-suite" from Schooner Press. The interactive presentation focused on the practical development of several real world campaigns from strategy through follow up. The three hour session was a follow up to the overview of the same topic from the CEO Summit.
Show visitors experienced VDP Web first hand at the double-size booth featuring both Mac and PC, mobile and desktop cross media applications. At the exhibitor theatre, Josh Driver delivered a session on generating revenue with cross media for print manufacturers and distributors.
JFM also sponsored the show's cocktail reception with an open bar. Attendees and exhibitors alike were able to relax after a hard day's work with complimentary food and drink before hitting the town.
For additional information or to get copies of presentations and sessions, please visit www.vdpweb.com
Senator Jay Rockefeller, a West Virginia Democrat, has sponsored Do Not Track legislation that would mandate opt-outs for web and mobile behavioral tracking.
The Do Not Track Online Act of 2011 would require the Federal Trade Commission to create requirementss for a Do Not Track process. The FTC would also be responsible for penalizing companies that violate the opt-out preferences consumers'. According to the bill, collection of consumer information “necessary to provide a service requested by the individual” would still be allowed.
The proposal would also allow the states to prosecute companies that violate consumers' preferences. Fines could reach $16,000 per day with total penalties up to $15 million.