A Good Opportunity for Direct Marketers?

With the 2012 London Olympics around the corner businesses from all over are incorporating the games in their marketing.  While 1964 Tokyo Olympics introduced live satellite television broadcasts and the 1996 saw the first dedicated webpages, the 2012 London Olympics promises to be the Olympics of social media with the ability of fans and athletes to interact with each other.

If you are thinking of tying into the Olympics there are some very harsh rules to protect sponsors who have paid a minimum of $7.8 million (5 million pounds).  The use of words like “games” or “2012” combined with “London”, “summer”, “medals” or “gold” could open you up to some hefty fines.

For direct marketers seeking a short-term promotional connection to the Olympics consider social media. Use blogs, Facebook, Twitter, LinkedIn and Pinterest to start a dialogue on events, key match-ups, athlete interviews, TV coverage or anything you can use to eventually link to your business and engage more potential customers.

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Too Much Information?

Post written by Kim Chapman

The other day, I received a postcard from my insurance company promoting coverage for dependents up to the age of 26, and/or for returning military dependents.  The problem is that I am a 29 year old who has never been in the military.  The scenario got me thinking about how important it is to be able to utilize customer information for any given campaign.  If my correct information would have been utilized, I may have received a relevant promotion that I could take advantage of.

In order to target the right audience, information has to be available. Most businesses obtain customer information through surveys or questionnaires. But as we know, some people (maybe you) are hesitant to give out too much information and this is where the problem arises.  Sometimes providing little or no information may not be in the best interest of the customer if it gets in the way of marketers sending them relevant, targeted promotions that would help them save money.

If you trust a company, and utilize them on a regular basis for a good or service, I would argue that you should provide them with as much information as possible about yourself (should they ask for it).

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Postal Service QR Barcode Promotion Is Back for the summer. Don’t Expect to Save Very Much.

For the Summer 2011, the United States Postal Service (USPS) initiated an incentive program for First Class and Standard Class mailers using a Quick Response (QR) Code in their mailings.  These are codes that can be scanned by smartphones and lead to a personalized website landing page providing targeted offers, a coupon, an immediate response form, a video describing your product, etc.  (Check out this list for more QR Code ideas from Flyte Web Marketing)

Smartphones now comprise over 50% of the mobile phone users, and the percentage keeps growing every quarter. QR Codes are an excellent idea for the USPS since it merges printed direct mail with the growing mobile technology, and it must have been successful. The USPS is repeating the promotion for 2012 for Standard Class Mail sent in July and August.  To qualify the mailer must register in advance.

Last year’s incentive discount was 3%.  This year the discount has been reduced to 2%.  Any discount from the USPS is appreciated, but this discount amounts to $20 savings for every $1,000 in postage.  Not much of an incentive.

For example, for a mailing of 100,000 pieces at an average Standard Class postage rate of $0.262 per piece normally would be $26,200.  Add a QR Code to the mailing and the savings amounts to a whopping $524.

QR Codes are not very attractive and there are specific size and other requirements to make sure they can be scanned by smartphones.  We encourage clients to test QR Codes.  QR Codes are very actionable, can be tracked and measured, can increase overall response, and they're “cool”.  But, don’t add a QR Code simply for the USPS incentive discount.  It’s not much, and the cost to program the appropriate landing page may be more than the discount received.

Making Data Fun Again

As Direct Marketers we understand the importance of tracking results and being able to analyze the response from any given project or campaign.  It is in this data where we can determine if a campaign was a success and gain valuable insight as to what is driving response.  Often times, this data gets buried into endless spreadsheets and boring graphs and charts which doesn't always do this valuable information the "justice" it deserves. So, how do we make this data relevant?  Say hello to the infographic.

The infographic is not a new thing by any means but the way it can visualize what can often times be considered "boring stats" has made data and statistics fun and interesting again.  In many ways the infographic accomplishes the same thing that The Weinstein Organization strives to do every day - blending the art and science of Integrated Marketing.

Below is an infographic courtesy of TAMBA, which breaks down the stats, explaining why Pinterest is so powerful with its consumption-friendly audience.  We thought this was a great example of how powerful an infographic can be.  What do you think?


The Weinstein Organization is happy to announce the roll-out of our refreshed blog and social media efforts.  We've taken some time and given our blog, Facebook page, and twitter page a bit of a facelift and will be providing more content and updates then ever before.  With a rotating group of contributors, you will see our take on what's going on in the industry.  So please be sure to connect with us and follow our blog!