The scoop on DSCOOP5 convention

February 25, 2010

DSCOOP5 Dallas

What is DSCOOP? (Digital Solutions Cooperative) is a dynamic, user-driven community of HP Indigo press owners and their sales, marketing and production teams.

A coterie from R and R Images attended the 5th Annual DSCOOP Conference in Dallas last week, absorbing a wealth of information to keep R and R Images at the helm of innovation. When asked what their take-away from the conference was in terms of the future and how R and R Images fits into that vision, here are their insights:

Davis Cosand

DAVID COSAND, VP of Business Development
DSCOOP was great. It showed me that we are not alone in our quest at becoming an integrated marketing solutions provider. It’s clear that with all the new technologies and tools available to our clients, that it is becoming increasingly difficult to educate businesses on exactly how powerful these tools are when managed and implemented properly. That leaves us with a gigantic opportunity to be the leaders in bringing these new solutions out to our clients!

Drew Swankie

DREW SWANKIE, Premedia Manager
Our future comes down to 3 things: Social Media, Mobile Media and Multimedia. These have obviously been on our radar for awhile but the main thing that we do differently from other companies is having a Creative Team added to the mix. The other companies are all still very production oriented and “print-centric” while we are so much more “cross-media-centric.” Understanding that print is just one piece of the puzzle, as we expand our range of services into these new methods of communication, it will not only keep us evolving as a company but also generate new revenue streams. Everyone will be playing catch up in a few years’ time if they don’t jump on board now. We saw the same trend 5 years ago with Web2Print. From my standpoint DSCOOP5 was a great success for R and R Images! I thoroughly enjoyed the educational sessions that I attended, participated in and/or hosted. I hope everyone who attended my sessions took away with them some inspiration and knowledge in regard to each topic. It was quite evident in the feedback I received that people look to us as innovators with in our industry. On a similar note, it was great to network and meet new people as well as catch up with long time friends and colleagues. By speaking one on one with people, it was very clear that what makes R and R Images stand out is our focus on creativity. We present many similar solutions to those of our peers, but we always try offer additional “value added” services with our own unique twist. Overall DSCOOP5 was a fantastic experience and I am truly looking forward to DSCOOP6!

Holly Sanger

HOLLY SANGER, Director of Strategic Marketing Sales
I was impacted most by discussions surrounding emerging technologies and “out of the box” solutions to drive business for our clients. R and R Images is already offering, or moving swiftly towards, technologies such as SMS texting, email marketing and Quick Response Codes. Multi-media solutions are the wave of the future and it was really nice to realize that we were ahead of the curve in comparison to our competition.

R and R Images CEO, Rod Key and CMO/EVP Rob Seaver were also in attendance. Key, who is on DSCOOP’s board of directors, focused his attention on the emerging photo product industry that is currently experiencing signficant growth. Seaver concentrated on marketing trends, with an emphasis on the wide application of QR codes and its potential for a powerful impact in the integrated marketing channel. Both Key and Seaver think the comments made by Swankie, Cosand and Sanger are on target and look forward to seeing how each of them incorporate their new knowledge into their respective departments.

R and R Images is a direct marketing solutions provider located in Phoenix, AZ. For more information on how to market your business with integrated marketing, call Holly Sanger at 602.437.4545.

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Variable data printing offers the personal touch to direct mail

February 24, 2010

Variable Data Printing

Variable Data Printing is a term heard frequently in today’s marketing world. It allows personalized printed customer communication with greater flexibility than ever before, using high-end digital technology that at one time would have been too expensive to utilize, particularly within tight deadlines.

To best utilize this variable data printing, there are three key elements to consider:

  • A well-defined and manicured list (the essential ingredient to any direct marketing campaign).
  • A digital printer with variable data capabilities.
  • A creative resource who understands how to use variable data technology in design for maximum results.

The three greatest benefits of using variable data are:
1. Fast turnaround time means getting a relevant message out quickly—sometimes in as little as two days. Being relevant means the odds of greater response is more likely. We can all remember when a last minute typo on a printed piece meant days of delay and a significant increase in cost. With digital printing, changes in type or design are no longer an issue of time or cost.
2. Reaching potential customers by name or on a one-on-one level, not only personalizes your message, it increase conversion rates.  The ROI ( return on investment) stands to increase exponentially with personalized variable data, compared to a mass mailing to “Dear Valued Customer” or a similar salutation.
3.Tracking and accountability. These are the most important aspects of any direct marketing campaign and with variable data, there is more tracking capability than with any other medium. For instance, with variable data, you can add codes, phone numbers, etc. and test multiple headlines or offers. The ability to change  aspects of the copy on the printed pieces, allows you to customize each piece. This type of testing used to be a very expensive proposition. Eliminating the once high-cost of testing frees up your budget to do more marketing.

Establish a personal rapport with your customers and prospects with variable data printing. This level of relationship building garners strong bonds with customers—people are more likely to buy from a “friend” and/or trusted source. Variable data can do that for you.

The possibilities are unlimited.

The possibilities are unlimited.

R and R Images specializes in variable data printing and direct marketing. Call Holly Sanger today at 602.437.4545 to learn how variable data can give your marketing efforts the push that brings more revenue in the door.

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The new wow factor in direct marketing: QR Codes

February 23, 2010

QR Code

QR (quick response) codes are images that compact data into graphic form. They work  by using a camera phone equipped with reader software (many are free), then scanning the image of the QR Code which makes the phone’s browser open and redirect to a URL, text message or phone number. The love affair that Americans have with their smart phones ensures QR codes to be the hottest new marketing tool available in terms of ROI.

QR codes can boost the response of direct marketing campaigns exponentially. They are easy and quick to use—point and scan, and your prospect has your message. Here are six solid reasons to use QR codes in direct marketing:

1. The road from prospect to the message/offer just got shorter
With QR codes, prospects no longer have to write down or type a lengthy URL into their phone browser or computer–all they have to do is point their camera and scan —and your message is literally in their hands.
2. Response tracking made simple.
This is the gold behind the code. QR codes are great for tracking a bevy of helpful, usable information, such as identifying what offers are working, who is responding, buying patterns,  geographical location, etc. These are particularly helpful when performing a test in direct marketing—the QR codes will define which version of the campaign worked best. This information will assist in the fine-tuning of the list for an even stronger response with the next campaign.
3. Reach new customers.
The wow factor enamors “QR code evangelists” (aka techies) to the point that they share the technology with anyone who will listen, creating introductions to potential customers. Additionally, the wow factor of QR codes shows your existing and potential customers that you are technologically savvy.
4. Say more with less.
Ever think your direct mail piece needs more information on it? Keep your direct mail message short, sweet and clean. QR codes are the answer—point your customers to a dedicated web page that says it all.
5. Immediate conversion.
Direct prospects to a URL that has a special offer, a coupon, a survey, etc., instantly.
6. QR codes are viral.
Consider QR codes the “word of mouth” vehicle for technology. Prospects can share them with others via their phone or computer. This is where the wow factor play is huge.

Other applications for QR codes that offer new ways to relate to customers, besides direct mail, include:

  • Print ads
  • Billboards/signage/banners
  • Branded clothing
  • Banner ads
  • Post cards
  • POS displays
  • Business cards
  • Register receipts
  • Bill statements

These applications can include the following types of information:

  • Promotional landing pages
  • Entry forms and surveys
  • Product demos, video and reviews
  • Reservation systems
  • Scanable/downloadable coupons
  • Product/service/business details
  • Contact details
  • Offer details
  • Event details
  • Directions
  • Link to your YouTube video

Will QR codes save the print industry?
The print industry (newspapers and magazines) is banking on QR codes to save them from extinction. Magazines and newspapers will save money from printing fewer pages by using QR codes to “jump” the articles to an online location. Ads will use QR codes to track response and hopefully warrant healthy ad rates.

The application for QR codes is huge—if you can think it, you can do it. It’s already been used on cakes, candies and cookies. What application can you think of to use QR codes?
Download a free QR code at www.kaywa.com or www.beetagg.com.

R and R Images is paving the way, integrating QR codes with direct marketing for strong ROIs. Call Holly Sanger at 602.437.4545 to learn how to use QR codes in your direct marketing strategy.

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Key points when writing email subject lines

February 22, 2010

There is no secret formula that will guarantee a high open rate because of the email subject line.  Each campaign requires thoughtful consideration as to how the subject line is written for the best possible open rate.

The all-important “from line”
Not to be confused with the “subject line,” the “from line”" should be your business name, a person from your business that the recipient knows or an email address with your company’s name in it. (There is no need to repeat  the company name in the subject line.)Each of these indicate it’s an anticipated and valuable offer from a legitimate, trustworthy source. Research indicates the “from line” is the first thing read, or “part one” of the decision making process of whether or not the recipient opens the email.

How long should the subject line be?
Subject lines should be 50-60 characters, including spaces. Keep it short and sweet, as brevity is key. Fewer than 10 words is an imperative; fewer than five is decent. Two or three words is perfect.

Give them a reason to open the email
What is the benefit?  Why should they open it? (Examples: sale, reduced price, free, tips, a promise, etc.) Use a call to action. If you have an offer, create a sense of urgency with an expiration date or time frame. The sense of urgency becomes the call to action. Action-oriented and “tips” subject lines pull the best.

To personalize or not to personalize?
A subject line can personalized by using the recipient’s name, by past purchase history or with personalized content known to be of interest to the recipient. Be careful when using personal names–nothing kills an email by having the wrong name on it.

Tips for staying out of spam filters

  • “Free” is not a bad word unless you put it at the beginning, using all caps and an exclamation point.
  • If the subject line doesn’t match the email content, it will be reported as spam.
  • Don’t use punctuation such as $$&@!!, as it will never reach the intended recipient.
  • Use a spam checker before you send the email.
  • Stay away from exclamation points.

Track your campaigns
It seems like there’s never enough time to get an email campaign created and sent, let alone trying to track and analyze the results. Tracking your email campaign results is imperative—if you’re not going to engage in analyzing trending metrics, there’s really no reason to send email campaigns.  With each campaign, you need to analyze what went right or wrong and adjust accordingly for the next campaign. With each campaign, you list becomes more targeted.

With subject lines, analyze the ones that garner the highest conversions, i.e.,  registrations, newsletter or article views, sales, downloads or any measurable action. You may find some unexpected results such as an email with a relatively low open rate but a high sales-per-open rate. That may mean something in the subject line strongly appealed to a narrow segment of the recipients, which means you’ve just uncovered a lucrative niche segmentation within your list. Your main objective is not necessarily high open rates (but that’s great when it happens), but to have email recipients take a specific action.

If you need help strategizing, writing, designing and executing your  email  marketing campaigns we are here to help. R and R Images is a direct marketing leader with over 20 years of experience. Contact Holly Sanger at 602.437.4545 for more information.

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