Complex Variable Data Printing Made Easy
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Complex Variable Data Printing Made Easy

The evolution of digital printing has transformed the world of direct marketing. No longer must the same static messages be sent to every customer on your mailing list. Instead, the use of customer information databases and variable data printing (VDP) allows a business to completely tailor the content of their mailing to each individual customer. Complex variable data printing...

8 Ways to Improvise Your Way to Success
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8 Ways to Improvise Your Way to Success

Guest post by Michael J. Pallerino, taken from the April/May 2013 issue of our bi-monthly magazine, Connect. So, how do the worlds of improvisation and business compare? Tom Yorton, CEO of Second City Communications (SCC), shows you eight improvisation techniques that can help your business. No. 1: Seek Those “Yes, and …’ Moments Improvisation is about...

Why Marketing Artists and Marketing Scientists Need One Another
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Why Marketing Artists and Marketing Scientists Need One Another

Mark McGuinness of Lateral Action guest posted a terrific blog at Copyblogger: Are You a Marketing Artist or Scientist? In it he describes two distinct tribes that most marketers fall into (1) the right-brain types that like to create and find inspiration in coffee shops journaling and brainstorming about their next blog, podcast, video or creation or...

Turning a Slow Day into a Hay Day
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Turning a Slow Day into a Hay Day

Turning a Slow Day into a Hay Day Gold River Casino employees used to dread Sundays because the floor was barren and therefore food and beverage sales were slow, too. To increase Sunday play, Gold River put a reusable coupon into its monthly direct mail piece. The additional free-play offer increased revenues more than $200,000...

VDP Allows Bridal Service Companies and Brides to Get Personal
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VDP Allows Bridal Service Companies and Brides to Get Personal

When Savvi Formalwear, a group of 35 independent formal wear retailers, wanted to connect with more soon-to-be brides, it chose the print and digital trifecta — direct mail, email and personalized landing pages. All of Savvi Formalwear’s direct mail pieces were personalized using variable data printing (VDP), with coupons or incentives such as the two free airline tickets...

Are You Part of the 73%?
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Are You Part of the 73%?

Mail is still first class in the eyes of 73% of consumers in America who still prefer to receive direct mail for brand communications. So despite all the press and pixels that social and email marketing get, direct mail is still tops in the eyes of consumers. Despite the exposure of digital channels, direct mail is expected to grow...

Customer Experience Soars from 20,000 Feet
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Customer Experience Soars from 20,000 Feet

Air New Zealand started in the ‘70s but is not stuck in the ‘70s. It knows batch and blast emails are a thing of the past. Instead of sending generic emails about promotions, it sends automated, personalized emailsprior to, and upon return, of each of their customer’s flights. Air New Zealand transformed its entire business in...

6 Tips to Make Sure Your Variable Marketing Project Doesn’t Crash and Burn
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6 Tips to Make Sure Your Variable Marketing Project Doesn’t Crash and Burn

If your business wasn’t part of the early adopters of variable data printing, this blog post is for you. This piece will keep you far from the technical grenades that can burn you if you don’t prepare your database or file correctly for hand off to your variable partner for execution. Data First, Creative Second Start...

Why Sensory Marketing is Irresistibly Effective
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Why Sensory Marketing is Irresistibly Effective

Omniture Business Unit at Adobe pushed the sensory envelope when it mailed prospects a pie chart made out of three types of chocolate (milk, dark, and white) to drive home a point and to give them something to chew on – literally. (Adobe enjoyed an 11.6% response rate and 289% response rate. Source: Deliver Magazine,...