An effective brand creates an enduring perception in the minds of your customers and distinguishes you from your competitors. An investment in branding can pay off in many ways. Increase mind share. When you want a cola, you think of Coca-Cola or Pepsi. If you need a bandage, Band-Aid comes to mind. Are you top-of-mind […] →Read more
What’s the secret to personalized printing success? It can be summed up in a single word: relevance. You can “personalize” a document with dozens of variables related to a customer’s gender, income, geographic location and more, but in the end, if the document isn’t relevant to the recipient, it won’t be effective. How do you […] →Read more
Do you see marketing as a sprint or a marathon? Increasingly, marketers are taking the marathon view, developing their plans to focus on long-term results rather than just “right now” sales. In this view, marketing has a two-fold purpose: to foster immediate sales and to plant seeds for tomorrow’s. First you must identify the factors […] →Read more
At Impact, we’ve built our organization on helping our customers leverage quantitative and qualitative data; then couple it with coordinated execution to enhance their customer lifecycle. We help our partners objectively identify their customers, locate prospective customers that match their high lifetime value segments, increase awareness to those prospects, convert those prospects to customers, retain […] →Read more
Today, the range of stocks compatible with digital presses is vast, and thanks in part to the range of available substrates, the image quality competes with (some say exceeds) traditional offset. With all of the advances in today’s substrates, what do you still need to know when choosing paper for your next project? Recently, Joe […] →Read more
Increasingly, marketers are looking at the sales process as a set of stages, with each stage of the process requiring different types of content to move prospects from one stage to the next. This process is called lead nurturing. One of the most important tools for lead nurturing is content marketing. According to BPM Online, […] →Read more
In 2006 Congress passed legislation that replaced the previous combative postal rate making process with a more uniform and forecastable process that tied postal rate increases to the Consumer Price Index. However, the legislation was overly burdensome with regard to the Postal Service pre-funding its retiree health insurance program. The Postal Service’s inability to make […] →Read more
The New Year is the perfect time to rethink your print marketing strategy, revamp your messaging, and refresh your brand. This requires an understanding of the role traditional ink on paper plays in a time when technology adoption and digital delivery are reshaping marketing and customer engagement. 1. Invest in customer retention. We all know […] →Read more
When it comes to personalized marketing, whether in print or email, there are two types of data: quantitative and qualitative. Quantitative data is data that you can put numbers on—household income, ZIP Code, number of children. We often call these demographics. Qualitative data is data that you cannot put numbers on, such as preferences and […] →Read more
Before new customers can buy from you, they need to learn about you. They need to discover you through direct mail, email, or on the web. To create this awareness, companies are developing sophisticated demand generation programs. According to the third annual Demand Generation Survey from Annuitas, the top five goals of enterprises’ demand gen […] →Read more