Hello...Again

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!


Put “List Maintenance” On Your 2012 To-Do List

You’ve devised the right strategy, crafted the right message and followed all the best practices for generating high response rates for your direct mail campaign. But if you don’t focus the same amount of attention to your mailing list, all that hard work (and a lot of money) can be wasted. With the January USPS postage increase, make 2012 the year you place extra effort to List Maintenance.

The Weinstein Organization offers many List Maintenance services to help ensure your list data is accurate, meets USPS mailing standards, improves deliverability and ultimately increases the effectiveness of your campaign:

  • Data Standardization: Includes address standardization, ZIP correction, ZIP+4 coding, delivery point coding, carrier route coding
  • NCOA (The National Change of Address) Process: Updates old addresses to new addresses when consumers or businesses move.
  • Data Appends and Enhancements: Adds phone numbers, demographic criteria (age, HH income, Home Value, ethnicity, etc.), and Customer Profiles (buyer behavior codes) to your data so you can better understand who your customers are, and target your message more effectively.
  • CASS (Coding Accuracy Support System): Improves accuracy of 5-digit ZIPS, Zip+4, carrier routes and delivery point bar codes, and helps achieve the lowest possible postage rates.
  • Merge/Purge: Combines multiple data files and removes duplicate data, which saves you money in print production and postage.
  • List Hygiene: This process “cleans” your list by correcting addresses, spelling of names, punctuation, and removes any extraneous information that can hinder the deliverability of your mail piece.

Make your list as accurate and efficient as possible to ensure that you don’t waste money, time and resources. Effective list management should be an ongoing process throughout the year. With 20% of the U.S. population moving each year, a “good” list from 6 months ago may not now have the most accurate and up-to-date information. Contact your TWO Account Executive for more information on our List Maintenance services.


Think Before You Leap: Making Social Media Marketing Work For Your Business

Many marketers say, “We know we need to do social media marketing” without actually taking a good, hard, analytical look at how. So we’ve provided a list of considerations to determine how social media can be an effective marketing strategy for your business.

  1. Know Your Goals: What do you want to accomplish, and why? Do you want to increase awareness? Build customer loyalty? Acquire new customers? Mine your audience for new demographic and psychographic insights? When you have concrete goals, you’ll have a better idea of how to use social media more effectively.
  2. Make Sure You Can Measure: Anyone can count likes, shares, follows, re-Tweets and video views. But think about measuring specific actions beyond social media engagement that can have more of a direct impact on your business. Can you move the audience from your Facebook page to a landing page where you can capture their email address? Or consider a specific call to action at the end of a YouTube video that encourages the viewer to visit your website to download a coupon. Think about what kind of user activity you can measure beyond your social media pages.
  3. Post With Purpose: Whether addressing Facebook fans, Twitter followers or YouTube subscribers, make them a compelling offer that can only be acquired through social media. That takes mere customer engagement up to another level and strengthens loyalty and retention. Social media shouldn’t be thought of as just a web portal—make it an interactive ecommerce solution.

At The Weinstein Organization we consider social media to be an effective direct response marketing channel with many opportunities. Contact us to find out how we can help you turn “likes” into trackable, measureable responses.


PURLs of Wisdom: Using Personalized URLs as a Data Source

At The Weinstein Organization, we’ve been integrating personalized URLs (PURLs) in our direct response campaigns for several years. PURLS are personalized web site addresses that are often integrated with direct mail or email campaigns, leading the recipient to a personalized landing page.

PURLs are an excellent way to engage your audience because of the allure of personalization. When a prospect sees their name on a web page that appears to be created just for them, it triggers a sense of belonging and delivers personalized communications that encourages them to interact more with the marketer.

But why stop there? As a data collection method, PURLs stand poised to become the next frontier in acquiring consumer information that can potentially rival any other source. PURLs can tell you things about your customers and prospects based on the behavior they exhibit deep inside the sales funnel in real time.

For example, a PURL can track response timing to the delivery of an email. A prospect who receives an email and clicks the link to their PURL is actually telling you something about the quality of your creative and offer. You can measure the amount of time from email delivery to open to response, via arrival to the personalized web page.

Once a responder goes to their PURL you can capture information regarding their communication preferences (video, mobile, social, etc.), collect feedback on the current offer and use this information to provide a subsequent offer that is targeted to an audience of one.

Response to a PURL can also help to generate verified, real-time leads to your sales team. A responder to a PURL is raising their hand and saying that your marketing efforts are making progress with them. They are showing interest even if they do not complete the exact conversion you seek.

There are an infinite number of ways you can learn about your customers and prospects by integrating PURLs with your marketing campaigns. Of course use them as the response vehicle, but they are an excellent way to engage your audience with personalization and learn more about them while they are in a responsive frame of mind.


Clicking Is The New Clipping: Coupons In The Digital Age

Contrary to the identity of coupon clippers from years past, the coupon is now cool.

It was unfathomable just a few years ago that a coupon company like Groupon would be considered fashionable or interesting enough to run a commercial during the Superbowl. But combine a struggling US economy with digital media, and a behavioral shift towards living socially online, and the result is a new life for the coupon.

Kantar Media reports the use of digital coupons grew by 60% in 2010, while printed free-standing inserts rose by 11%. This is incredible growth for a marketing strategy that hasn’t seen an increase in year-over-year usage since 1992.

Marketers are seeing digital coupons as a way to revitalize their brands by literally putting value in their customers’ hands, and refusing to cede market share to lower cost competitors. Coupons were once seen as a taboo for higher-end brands because they feared the discounting of their brand value more than the shortening of their margins. And now there is an implicit need to connect with people and help them afford the things they want to buy.

But this new coupon-chic is more than that. Coupons have become the clutter-busters in social media because people love to share with others how smart they are with their money. People want to tell other people that they got a great deal, and they want to help their friends get the same great deal. For a marketer, a coupon is now a social media badge of honor to be worn by loyal customers, new customers, and their networks of like-minded friends. Coupons can be shared, posted, liked, emailed, forwarded, and in the case of Groupon they can be collectively bargained for.

At The Weinstein Organization we have long recognized the value of the coupon. It is a great tool for increasing store and web site traffic, sales, and for building email databases. We enable our coupon emails to be easily shared on social networks to increase the effective reach of the campaign, thereby increasing the marketing footprint for our clients in ways no other strategy can match.