Coming Fourth Quarter 2018
Capabilities will include:
| Full Lettershop | Data Processing | Continuous and Cut Sheet Laser |
|Digital Cut Sheet Printing |Comingling Services | On site USPS |
Capabilities will include:
| Full Lettershop | Data Processing | Continuous and Cut Sheet Laser |
|Digital Cut Sheet Printing |Comingling Services | On site USPS |
Hang on, why are freight prices so crazy?
There are a few things we need to consider.
For starters, the economy is getting stronger, meaning manufacturers are shipping more and taking up trucks (and loading docks). Good for some, but bad for others. Let’s not forget the extreme weather we had in 2017-2018, making trucks really hard to come by. Lastly, a new federal safety rule was launched back in December that now requires truckers to track their hours with electronic devices- remember time matters.
The bottom line, industries all over the country are feeling the impact, including printing. Customers need to be aware that freight prices will be affected and these are just a few reasons why.
*NMG Corporation will continue to do its best by setting realistic expectations for our customers when it comes to freight and we encourage others to do the same.
To read the full article by the Wall Street Journal, please click on the link below.
A Message from our Chief Financial Officer:
Please see the attached article from the Wall Street Journal (below). Now more than ever it is extremely important to satisfy our customers’ needs, not only from a production standpoint, but a budgetary standpoint. Currently, we are seeing volatile fluctuations when quoting freight for our customers. The attached article below lends some insight to the cause of these variations.
We are doing our best as a company to set realistic expectations for our customers and please keep this in mind when quoting freight to your customers. The price you get today may very well be off from the actual price when you call to schedule your pick-up/delivery.
Just thought we would share this recent information with all of you. Best wishes and we hope you continue to have a successful 2018!
Chief Financial Offier
The NMG sales team, Alyson Baehrle and Allison Rigler had a wonderful time last week exhibiting during “National PCC Week 2017”, jointly presented by the Greater NJ & Greater Hudson Valley Postal Customer Council.
Congratulations to all the PCC award winners and thank you GNJPCC and GHVPCC for having us!
If you have questions regarding an upcoming direct mail campaign, please contact 610-524-1600 or email firstname.lastname@example.org for more information.
Be sure to visit us at www.nmgcorp.com !!
For More information about the Greater NJ and Greater Hudson Valley Postal Customer Council please click on the following links:
Call me crazy, but I look forward to getting my mail each day, partly because we do direct mail all the time, but also partly because of my curiosity on what is being sent by others. Of course I am super critical of what I receive; looking at the condition it is in, if there is personalization, if there are errors and if it captures my attention. You would think that now with my mailbox being less full that more would stand out to me, but most of the time, that is not the case. As marketers we need to step up our game! Have you been keeping an eye on your mailbox? What worked on you? I keep a stash of the ones that worked on me for reference on client projects. Let’s look at a couple of great ones.
The first example is a retention piece. It has been a while since I bought from them so they are sending me a special offer. (Always a good idea.)
The envelope was blue with just my address, a return address and a tagline of “Very Special Offer For Summer.” The card was setup like a standard greeting card, once you open the first panel there is a personalized short greeting on the inside panel and a half size final panel on the right. To the left of the greeting was the attached coupon card with my name on it and the offer was for a free pair of shoes when I buy one pair. (Buy-one get-one free is great!) The short panel was perfed to allow me to tear it off and share an offer with a friend. The friend offer was 50 percent off a pair of shoes when they bought a pair. (This is a great way to extend your direct mail reach and quickly gain new customers. People decide to buy based on recommendations, who better than a friend to provide that recommendation?) Of course I bought the shoes and I gave the other coupon to a friend who also bought shoes.
Retention mailings work very well. You know purchase history and the value that customer has to you so you can make an appropriate, compelling offer to get them to buy again. Have you considered doing a share with a friend offer? They work great! We highly recommend them.
Now if you are like me, you do not normally get excited about a postcard — but this one was different. The first thing I noticed was my name on a tackle box next to a woman fishing. (Yes, I love to fish.) Normally when I get postcards selling fishing things, there is always a man on the card. Not that appealing to me. This card was so much better. There was no other copy on this side of the card. When I turned it over, I realized it was fully personalized with not just my name and address, but with tackle that was of interest to me. I am not a lure fisherwoman, but I get mailers all the time trying to sell me lures. This card had various bait and hooks. So the discount offer was for 25 percent off any of the items on the card. (Wow, an offer I can use for tackle I want!) Did I use it? Of course I did! The true advantage to personalization is that the mailer will appeal directly to the needs or wants of the recipient. This becomes a valuable piece of mail to them.
So why am I sharing my mail? Because I want to give you real-life examples of mail pieces that work! They work best when they stand out and are relevant to the recipient. Are you creating your direct mail this way? When you do your ROI will show it. Are you ready to be creative and make the best direct mail piece yet? Do you have any pieces that you received that were great?
I just got back from a fantastic — however, too short — trip to the Adirondacks. I unplugged, showed my boyfriend one of my favorite places on earth, did some hiking, played in a ridiculous 3-inning wiffle ball tournament with my cousins and regularly wondered during my drive up north why certain marketers still feel the need to invest in billboards.
Now, don’t get me wrong … the billboards that alert you to an upcoming deluxe truck stop in 10 miles, or a brewery and restaurant two exits away are 100 percent okay by me. They provide travelers with quick information that is actionable 98 percent of the time. Good deal.
However, the billboard for a digital agency that I saw on 95 North? That is a billboard I question.
Now, I didn’t get a shot of the billboard because I was driving, and mentioning WHO it is also doesn’t really matter for this post. Why? Because I don’t know much about this company (though I just did a little googling), and I think I want to keep looking at this from a blind perspective. So let’s get back to that.
The billboard hails the company as an expert in SEO, PPC, social, Web design … all things that are digital, pasted onto essentially a huge sign by the interstate. And sure, we see display ads everywhere: bus stop shelters, inside train cars, on subway walls. But in most of those settings, the prospect is sitting or standing still, can take in the information, and if there is a call to action, can take it.
Because they’re not driving a vehicle 72 mph down the highway.
I’m not sure how many people are going to be able to take action on a billboard like that. Perhaps if they drive that way to work every day, the name will stick in their heads and they’ll remember to look the company up once they get in the office … maybe. Depends on how gnarly that inbox is.
But I certainly hope I don’t see someone looking this company up on their phone as they floor it to get to work on time.
So I ask: Why? What’s the point for this kind of advertising? On one hand you might tell me that this company sticks out among the Utz pretzel and various beer billboards (all brand exposure focused), and on the other hand I’ll say that I don’t know if I can trust a company who sinks cash into billboards. And don’t get me started on the billboards I’ve seen with QR Codes (thankfully, fewer and fewer nowadays).
That said, the digital billboards that Netflix had for the Santa Clarita Diet were pretty great.
For more than thirty years in Commercial Printer, NMG has remained committed to excellence in everything we do. Whether it is the loyalty of our customers and employees, or our network of industry partners, we bring a demand for precision and personal attention to every project.
In our industry, a missed deadline is a lost opportunity. It’s simple, we do not make promises we can’t keep and truly believe honesty is the best policy. Great service goes well beyond project delivery. It is about adding extra value in forms such as responsiveness, creative suggestions, process improvement, open communication — whatever it takes to get the job done right.
When you become our Commercial Printer customers, we will make sure your project is completed in the most efficient and economical way possible. Customers can trust that NMG will anticipate and identify any potential problems before they surface and strive to keep you updated as important production milestones are met. We go the distance for you because lasting relationships are the key to our future success.
Can direct mail make a red-hot customer even hotter?
That’s just one question some marketers may want to think about when acquiring a customer. They’ve paid their heard-earned money for your product or service, but why not get that new relationship off on the right foot with a solid welcome package?
There are some solid reasons for doing so. A direct mail welcome package can be one of the first few communications that your customer gets after getting an email confirmation of their order. It’s your chance to shine, to let them know that they’ve made the right decision. And it’s only polite to express your thanks, and put it in print.
So how can you say “Welcome”? I looked at a ton of mail from Who’s Mailing What! for some ideas. Here’s a sampling of what I found.
Here’s a direct mail piece I got when I bought my laptop. A simple 6”x8” 8-page booklet that has some personalization going on, and a nice image on the front panel. Inside, it welcomes me to the Dell family and recommends that I keep the booklet in a safe place in case the information it holds is ever needed.
What information? My purchase ID number is the big one. It also lists lots of tech support and customer service websites and phone numbers. Some of them came in handy when I spilled iced tea on my keyboard last summer.
The New York Times likes booklets, too, mailing this one to a new subscriber. Its 24-pages include lots of copy about all of its online and print features as it helps readers along “your journey.” And, the perfed inside back cover smartly has customer service contact info in case you lose your access, or your Sunday Times doesn’t show up on your doorstep.
Think of how data and identity security are constantly in the news. You need to make your new customer feel safe. So it makes sense not only to take precautions, but tell your customers what you’re doing to keep them and their information secure.
American Express onboards new cardholders with yes, another booklet. Here, it includes fraud alert protection in a rundown of features that are available in its app.
How about another purchase? This is the perfect opportunity to cross-sell or upsell other products or related services as well.
For non-profits, the direct mail welcome is a great time to really energize new donors when they’re most engaged and enthusiastic. The National Audubon Society, in its documentation, presents new members with an action plan “so that you can make the most of your ongoing membership.” Among the checked items: volunteering at an Audubon center, participating in citizen science programs, or making another donation.
You have nothing to lose by letting a new customer feel good about their decision, and spending their money with you.
By starting with a good welcome, you can help create a good experience for them, build a foundation for their future loyalty, and establish your brand at the same time.
A lot of marketers go for flashy design with their direct mail. This can grab attention, but what if you could do something more? Can your direct mail make people think and react without even realizing it? Of course it can. So how can you design your mailings with that in mind?
Before we get into the how, we need to know more about this phenomenon. This is commonly referred to as neuromarketing — marketing that focuses on the brain and how it responds. People are not aware of where their first impressions come from, nor do we always understand what they mean; they just are. This means we can use that to our advantage as marketers and incorporate messaging and design to illicit a snap response once pulled from the mail box. This is thought to happen in the lower, old parts of our brain. Now, let’s see how we can do this:
On average, you have about 5 to 6 seconds for your message to be understood before the prospect or customer moves on. So in order to be most effective, you need to be using all five suggestions above while keeping your focus on your one overarching theme. Remember that the most important thing is to only be selling one thing at a time with your direct mail. The KISS method is your friend.
Your mail should never focus on reason or logic; that’s not what gets people to buy right away. It makes them think harder and slows down the whole buying process. Additionally, it is an instant turn-off for mail pieces. Do not end up in the trash! You highlight a big benefit when you solve their problem, just focus on that.
Take a look at your current mail pieces based on the five suggestions above: What could you change before you send out your next piece? Are you already doing some of them? Great, now just add the ones that are missing. Another thing to consider is to look at mail pieces you have received, which ones worked well on you? What did they have in common? This can help you build a better response with your direct mail campaigns. Do you have a great mail piece that worked really well for you? I would love to hear about it!
1. Font: The most important thing in your direct mail is the ability for your audience to read it. If they can’t read it, they throw it away. When considering what font to use, make sure that it is easily read. Do not pick what you consider a fun and whimsical font; it makes your copy hard to read. Let your design and images do the eye-catching work. Your copy’s job is to sell your product or service, not look decorative. Your font size matters, too, so make it larger.
2. Lie: Your direct mail should never lie to people or as some people put it, stretch the truth. Always be open and honest about your product or service. You may get a sale under false pretenses, but you will lose your reputation and business in the long run. Your customers and prospects expect better from you. There are plenty of ways to create direct mail that works without being shady.
3. Old List: Old data is bad data. People and businesses move all the time. If you have a list that is three years or older without having ever been cleaned, don’t use it. Beyond the fact that addresses change, people and their circumstances change, too. Sending to people who are not there or no longer interested is a waste of money. There are ways you can clean it up, or you can purchase a new list of similar people. Keeping your data fresh means that you can correctly target the people most interested in your product or service.
4. No or Unclear Call-to-Action: The whole point of sending direct mail is to get people to respond. If you do not include a call-to-action where you tell them what you want them to do, they will not do it. Vague language and innuendo do not work either. A clear concise call-to-action is a must to drive response.
5. Features: Do not focus your direct mail on features — no one cares. People buy based on benefits, not features. All the latest gadgets mean nothing if they are of no benefit. Structure your copy so that you highlight all the benefits your customers and prospects are going to get when they buy your product or service. If you are having a hard time moving away from features, try listing the features on a paper and next to each one list at least one benefit. For instance, if you are selling a vacuum cleaner, a feature is the motor power. A benefit of a stronger motor is the amount of debris that can be picked up in a shorter amount of time. When you find the benefits and use them in your direct mail, you sell more.
This list could really keep on going, but we have hit in the five major areas. Have you made any of these mistakes or others? What else would you include in this list? We all make mistakes from time to time. The most important thing is to learn from them, to make your direct mail better. It’s time to make some great direct mail!