darwillisms | summer 2013

11900 West Roosevelt RoadHillside, Illinois 60162

PRSRT STDU.S. PoSTage

PAIDPeRmIT no. 4113

CHICago, Il

© 2013 Darwill, Inc. All Rights Reserved.

2

4

11 Build a Better ROI for Your Marketing.

Build Business by Building Relationships.

Loyalty Programs.

Visit the Darwillisms Blog for news and views on what is happening in the world of integrated communications.

Hey [Firstname], check us out at: darwillisms.com/[FirstnameLastname]

Cover spread.r2.indd All Pages 6/21/13 8:39 AM

Inside Back Cover Inside Cover FlapInside Front Cover

11

These days, when our lives are stored on our mobile phones, when our inboxes are clogged with email, and when we are more

likely to stay in touch with friends and family on social media than by phone, how can you stay connected with your customers and ensure that your message gets seen? Multi-channel marketing.

By connecting with consumers across multiple channels (such as print, email, and mobile), you provide continued exposure that deepens brand awareness, engenders consumer trust, and increases opportunities to make a sale. the key is to optimize the message for each channel and maximize the benefi ts of each.

according to an Infotrends survey of more than 1,000 businesses1, the more channels used in a marketing campaign, the more effective the message. the study (which focused on personalized campaigns), found that print-only campaigns achieved a 6.0% response rate on average, while campaigns using multiple channels (personalized print, email, personalized URLs, and mobile) achieved an 8.7% response rate. the conversion rate jumped from 16.2% for print-only campaigns to 19.0% for the multi-channel campaigns. Multi-channel marketing works!

campaign Response Rate conversion Rate

Print Only 6.0% 16.2%

Print and Email 7.6% 18.3%

Print and PURLs 7.6% 15.3%

Print, Email and PURLs 8.2% 16.5%

Print, Email, PURLs and Mobile 8.7% 19%

HOW DOES YOUR CURRENT CAMPAIGN LOOK?

Source: InfoTrends, 2012

Build a Better Roi for Your marketing

2

Your Darwill Contact:

JOHN SMITH,Account Executive

Dear <First Name>,

Well, it’s a summer of bad baseball here in chicago - with both the White Sox and the cubs struggling, we are glad there are some other things to be excited about! this issue of Darwillisms has some great stuff that will help you think differently about your business and your customers. Have you ever thought what your lifetime customer value(LcV) is? What about the RoI around your direct marketing? Have you wondered if a loyalty program makes sense for your customer? all this great info is in your hands –check it out! We know there’s something in here that will help you create Communications That Connect!

Visit [darwillisms/yourname] to get your free personalized summer notecards! Enjoy your summer and if you are in chicago, football is just around the corner!

Please feel free to contact me for ideas and suggestions on your next direct marketing project!

Regards,

D: XXX-XXX-XXXXC: XXX-XXX-XXXXE: [email protected]

Connect with me on

FPo SIGnatURE

Download the full article by visiting darwillisms.com/[FirstnameLastname]

or by scanning this code from your smartphone.Order FREE Personalized Note Cards at darwillisms.com/[FirstnameLastname]

McCain Food ServiceDarwillisms in Detail

10

Download the full case study at darwillisms.com/[FirstnameLastname]

Follow us on facebook

WWW.FACEBOOK.COM/DARWILLINC


Needs • McCain had a site for front of house print-on-demand items that was not user friendly

• Create an easy to use intuitive site for a wide variety of users

• The site needed to be easy to update in a timely manner

McCain Food Service, a North American-based manufacturer for the food service industry, had a difficult and inflexible front-of-house print-on-demand (POD) system that their sales force and distributors used to create on-site promotion materials. The system did not utilize a centralized database and content management system (CMS), so any content changes required the user to update each individual element, creating extra work and higher potential for error.

Ideas • Creation of a behind the scenes database holding all of the information on each product

• With the database, product updates can occur in a single location and be seen across the site

• A workflow allowing orders to be gathered then released each Tuesday afternoon and shipped each Friday

Darwill recommended implementing a CMS system that would hold all product information in a centralized database that would and allow users to make changes once to roll out across all related promotional materials. The tool features a powerful template-based system that allows McCain to develop professionally printed materials that are easy to customize for their local customers.

Outcomes • Darwill created an easy to use site to create custom front-of-house materials

• A robust group control for each product allowing simple activation, deactivation and assignment

• Increased variety of products for ordering for the distributors

McCain’s new POD system has improved user experience and efficiencies, ensuring higher quality control through centralized content review and approval. Through permissions, users are only able to see what they are supposed to see, which is particularly important for their larger accounts. Data capture capabilities of this system allow for creation of robust reports to monitor and glean performance insights.

Read the full case study at darwillisms.com

Needs• McCain had a site for front of house print-on-demand items that was not

user friendly



McCain Food Service, a North American-based manufacturer for the food service industry, had a diffi cult and infl exible front-of-house print-on-demand (POD) system that their sales force and distributors used to create on-site promotion materials. The system did not utilize a centralized database and content manage-ment system (CMS), so any content changes required the user to update each individual element, creating extra work and higher potential for error.

Ideas• Creation of a behind the scenes database holding all of the information

on each product


• A workfl ow allowing orders to be gathered then released each Tuesday afternoon and shipped each Friday


Outcomes• Darwill created an easy to use site to create custom front-of-house materials



McCain’s new POD system has improved user experience and effi ciencies, ensuring higher quality control through centralized content review and approval. Through permissions, users are only able to see what they are supposed to see, which is particularly important for their larger accounts. Data capture capabilities of this system allow for creation of robust reports to monitor and glean performance insights.

3

• 20% of customers receiving the direct mailers booked with the hotel or used its facilities the fi rst year — nearly 30 times the industry average for static direct mail campaigns.

• The resort recorded record revenues from its services and had the most lucrative month in the company’s history.

• Quarterly earnings doubled year over year.

Case Study Results

Case Study: Hotel ResortTake the example of this New Jersey-based hotel and resort that used loyalty programs to encourage 20% of its customers to repeat business just the fi rst year alone.

The resort learned the value of loyalty campaigns when it implemented a program that gathered information on customers on their fi rst visits. It immediately followed up with colorful brochures thanking them for their visit and inviting them to return again. Automated, trigger-based workfl ow was used to get these mailers into customers’ hands immediately while their good memories of time spent at the facility were still fresh.

The resort was willing to spend a signifi cant amount of time, money, and energy to develop these mailers because it knew that once a customer returns a second time, his or her loyalty is cemented. Thus the extra effort spent getting those customers back in the door would pay off in long-term profi ts.

The program now has been running for years, and the facility is nearly always booked to capacity. Ongoing CRM programs permit the resort to effectively resell, upsell, and cross-sell to its customers, all the while building additional rapport and trust.

Loyalty programs take a little extra time and effort to set up, but once they are up and running, they are highly cost-effective to maintain.

The benefi ts? They speak for themselves.


Does <Company Name> have a loyalty program? A way to keep customers engaged with

your business and encourage repeat business over time? If not, it might be time to get started.

4

PRinT. newsletters, direct mail letters, postcards, and other

printed materials are great relationship builders. as you use these tools, don’t always be trying to sell something. Share information. Give advice. Provide useful resources so that your customers look forward to each communication. consider selecting interesting or unusual substrates, folds, and bindings that take advantage of the unique, tangible characteristics of print.

Data. Knowing your customers helps deepen relationships over time. You will speak differently to the Gen-X crowd than you will to Baby Boomers. You will speak differently to a recent college graduate than you will to the head of a household with children. Using data doesn’t have to mean full personalization, although it can. Segmenting into different target audiences can also be highly effective by allowing you to speak to customers based on their common interests.

MulTi-ChAnnel MARKeTinG. Every marketing channel has its own

sweet spots, so understand the power of each channel and maximize it. Print creates the sense of gravitas and trust. Email and mobile allow immediate communication and facilitate click-through feedback. Social media fosters long-term engagement and community building. Understanding the sweet spots of each medium and layering them over time reinforces your brand and helps you stay top of mind.

PeRsonAliZeD uRls. Personalized URLs allow you to connect with customers

and get their feedback using a simple, personalized online interface. By asking their opinions on products, services, and their experience with your company, personalized URLs let people know that you care and that their voices are being heard. It also gathers additional information on those customers so you can better target and customize communications with them in the future. Relationships require two-way communication!

soCiAl MeDiA. Social media is not a sales channel. It is a relationship

channel. Use social media to engage your customers in a larger community. Get your team members interacting with your customers as genuine, caring human beings. Have your team participate in discussions (whether on your sites or third-party sites) so your customers know you are really listening. Sponsor contests. create discussions around the culture of your business, or fun and unusual ways to use your products.

Regardless of the channels you are using, ensure that your phone number, Web address, and links to your Facebook page, twitter account, and Pinterest boards are included and clearly visible. Give customers multiple ways to contact you and encourage them to do so in the ways they feel most comfortable.

As a marketer, you have tremendous resources for building long-lasting, positive

relationships with your customers.







WhAT Tools Do You hAve AT YouR DisPosAl?

Want to sell more? Try building relationships with your customers. Yes, it really can be that simple. People like to do business with people. More specifi cally, they like to do business with people who care about them, who listen to what they have to say, and who are accessible and responsive to their needs. By using the variety of tools in your marketing arsenal, you can build relationships that keep your customers engaged and loyal.

When you think about evaluating the success of a 1:1

printing campaign, how long a window do you use to determine the dollars it generated? Do you cut it off after a week? A month? Several months? What about the lifetime of the customer?

Lifetime customer value (LcV) is an overlooked metric that needs to be a larger part of how marketers measure their success.

Granted, LcV is very diffi cult to estimate, but it’s important to keep the issue in mind. customers gained through 1:1 printing tend not just to purchase more, but to be more loyal than customers gained through static methods. thus, the benefi ts of customer retention must be considered alongside other factors in evaluating the cost-benefi ts equation.

You don’t have to calculate out LcV indefi nitely. Many companies estimate their LcV out for three to seven years. otherwise, it’s considered too speculative to be useful.

True Measure of Effectiveness

Even if it’s an estimate, LcV gives you a much better idea of what value your marketing campaigns are creating.

For example, the Print on Demand Initiative case study archive contains a case study submitted by a small lawn care company that sent out a mailing of 300 1:1 pieces to great effectiveness. When the campaign revenue was considered in isolation, the mailing barely broke even. But the company knew that its customers tend to be very loyal over time, so the addition of every new customer meant several years of recurring revenue. as a result, the owner estimated the campaign RoI at 8000% on a LcV basis, something that made this a best practices case study.

How do you view your customers? On a one-off basis? Or as having Lifetime Customer Value?

“ You don’t have to calculate out LCV indefinitely. Many companies estimate their LCV out for three to seven years. Otherwise, it’s considered too speculative to be useful.”

9

paper 0# Endurance Silk Cover

press Darwill’s HP Indigo 7000 Digital Press

design Kim PannosProduction Notes


hoW Do You DeTeRMine lCv?

THERE ARE A VARIETY OF FACTORS TO CONSIDER:

Churn rate:

How often do customers leave your customer base?

Retention cost:

How much does it cost you to support, bill, and incentivize

your customers?

Periodic revenue:

Do you have recurring revenue streams?

How much do customers spend during an average period?

Profit margin

<FIRSTNAME>

BUILD BUSINESS by Building Relationships

Need help using them? Give <RepName> a call! 8

8

hoW PRinT CAn CoeXisT WiTh GeneRATion YWe all have theories on how to best market to Generation Y (also referred to as Millennials). the industry is saturated with articles on how this group of young adults’ (born between 1977 and 1995) spending power will continue to grow. Some marketing leaders believe this group only responds to marketing messages when they come through an electronic device or a social media site.

one thing is certain: Generation Y is completely dependent on their technology, so you would assume this approach must be true. Have you ever witnessed a Gen Y lose their phone? their world comes to a screeching halt.

It is important to understand how we move forward as marketers, given the fact that smartphones have taken the place of just about everything: cDs, calculators, watches, calendars, video game consoles, home phones, tVs, photo albums, trips to the bank, cameras, GPS, pen and paper, alarm clocks, video recorders, newspapers, address books, computers, invitations, social interaction and the list goes on.

Because of this, some brands believe the best, and maybe only way, to market to this generation is through social media or an integrated email campaign. But I am not so sure this is completely true. With a massive amount of brand messages coming at them in digital formats, how do you break through the different messages they receive and really get their attention?

one idea that may be overlooked is printed mail (and yes, that is mail with stamps). consider incorporating a direct mail piece into a campaign using multiple touch points, including a printed piece.

Lamont Swittenberg, managing director at Luminosity Marketing, says, “Sending something by direct mail is a way of breaking through the clutter because they do receive so much communication that comes digitally, and you still can’t replace the personal touch from direct mail.”

With that said, you still need to think beyond a traditional direct mail print piece and understand how to speak to this generation in a way that makes them say, “that’s just cool.”

“the leap for marketers is to recognize the different lens Gen Y applies to reading their mail and adjust the marketing message to make those Gen Y differences a measurable advantage,” says Jason Ryan Dorsey, author of “Y-Size Your Business.” For instance, Dorsey says Millennials prefer pictures and directions to an online video rather than long blocks of text or fancy words.

although there are many industry leaders teaching us how to “speak Gen Y,” Dorsey is a great resource, being a proud member of this generation himself. You can fi nd more information to help guide you in all marketing touch points to this group of young adults at www.jasondorsey.com.

CONSIDER SOME OF THE FOLLOWING WHEN BRAINSTORMING PRINT IDEAS:• Personalize it — Gen Y likes to feel special.

• Keep it visual (if it’s cool enough, it may even end up pinned to the wall). • Treat them like a VIP.• Make them feel deserving.• Give them a challenge.• Connect them to a cause or a part of a community for the greater good (Gen Y wants to contribute to a cause). • Believe in them.• Add a QR code or drive them to your social media sites.

• Make it interactive — always explore things they have not seen before.

Heather Hill works in Marketing and Communications at Nosco, a health care packaging and solutions provider based in Gurnee, Ill.

5

<FIRSTNAME>, LOOK CLOSER AT THE LIFETIME VALUE OF YOUR

CUSTOMERS.

The PosT-PC

RevoluTion

is heRe —

Don’t PanIc!

According to Gartn

er, 2013 m

arks

the year that m

ore people globally

will access th

e Internet th

rough mobile

devices versus desktop computers.

Douglas adams had it right. In the late 1970s, “the Hitchhiker’s Guide to the Galaxy” introduced the concept of a hand-

held device that contained the sum total of all universal knowledge. In 2007, Bill Gates and Steve Jobs re-mixed this idea by talking about a “post-Pc” world, a time when the Pc went the way of the Dodo bird. although the fight over terminology made for entertaining media posts, it’s stunning how fast the post-Pc vision has come to pass. the Internet is the now source of universal knowledge and smartphones/tablets are the devices nearly everyone is glued to for hours every day. at least on this planet, science fiction has become reality.

Most research now shows that we’ve just now reached the tipping point. according to Gartner, 2013 marks the year that more people globally will access the Internet through mobile devices versus desktop computers. the mobility revolution has changed everything. the resulting transformation in consumer behavior is shaking up whole industries. and, if you believe in the law of exponentials (see Ray Kurzweil’s “the age of Spiritual Machines”), we’re just getting started. It’s still early days!

so, What?Well, if you’re in business — any kind of business — you need to care about this deeply. the decisions you make today about how to go mobile, how you think about web development and how to create amazing customer experiences are critical, as they will affect your business in fundamental ways. as technology advances accelerate, businesses need to think about how to drive agility — the ability to respond quickly to unpredictable change. It’s not about features per se; features are transient. the real meaty decisions now involve how you approach web development holistically to include a wide range of touch points, including mobile, tV, kiosks and more. and how to invest in architectures and approaches that drive better agility with lower cost.

To get things started, take a look at the

infographic below that drives home the

post-PC perspective.

6 7

Welcome To The Future! “The Post-PC Revolution Is Here —Don’t Panic!” is used with permission from author Mitch Bishop, CMO of MoovWeb. MoovWeb offers products and services that help its customers take advantage of the mobile revolution. (http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/).

8

hoW PRinT CAn CoeXisT WiTh GeneRATion YWe all have theories on how to best market to Generation Y (also referred to as Millennials). the industry is saturated with articles on how this group of young adults’ (born between 1977 and 1995) spending power will continue to grow. Some marketing leaders believe this group only responds to marketing messages when they come through an electronic device or a social media site.

one thing is certain: Generation Y is completely dependent on their technology, so you would assume this approach must be true. Have you ever witnessed a Gen Y lose their phone? their world comes to a screeching halt.

It is important to understand how we move forward as marketers, given the fact that smartphones have taken the place of just about everything: cDs, calculators, watches, calendars, video game consoles, home phones, tVs, photo albums, trips to the bank, cameras, GPS, pen and paper, alarm clocks, video recorders, newspapers, address books, computers, invitations, social interaction and the list goes on.

Because of this, some brands believe the best, and maybe only way, to market to this generation is through social media or an integrated email campaign. But I am not so sure this is completely true. With a massive amount of brand messages coming at them in digital formats, how do you break through the different messages they receive and really get their attention?

one idea that may be overlooked is printed mail (and yes, that is mail with stamps). consider incorporating a direct mail piece into a campaign using multiple touch points, including a printed piece.

Lamont Swittenberg, managing director at Luminosity Marketing, says, “Sending something by direct mail is a way of breaking through the clutter because they do receive so much communication that comes digitally, and you still can’t replace the personal touch from direct mail.”

With that said, you still need to think beyond a traditional direct mail print piece and understand how to speak to this generation in a way that makes them say, “that’s just cool.”

“the leap for marketers is to recognize the different lens Gen Y applies to reading their mail and adjust the marketing message to make those Gen Y differences a measurable advantage,” says Jason Ryan Dorsey, author of “Y-Size Your Business.” For instance, Dorsey says Millennials prefer pictures and directions to an online video rather than long blocks of text or fancy words.

although there are many industry leaders teaching us how to “speak Gen Y,” Dorsey is a great resource, being a proud member of this generation himself. You can fi nd more information to help guide you in all marketing touch points to this group of young adults at www.jasondorsey.com.

CONSIDER SOME OF THE FOLLOWING WHEN BRAINSTORMING PRINT IDEAS:• Personalize it — Gen Y likes to feel special.

• Keep it visual (if it’s cool enough, it may even end up pinned to the wall). • Treat them like a VIP.• Make them feel deserving.• Give them a challenge.• Connect them to a cause or a part of a community for the greater good (Gen Y wants to contribute to a cause). • Believe in them.• Add a QR code or drive them to your social media sites.

• Make it interactive — always explore things they have not seen before.

Heather Hill works in Marketing and Communications at Nosco, a health care packaging and solutions provider based in Gurnee, Ill.

5

<FIRSTNAME>, LOOK CLOSER AT THE LIFETIME VALUE OF YOUR

CUSTOMERS.

11900 West Roosevelt RoadHillside, Illinois 60162

PRSRT STDU.S. PoSTage

PAIDPeRmIT no. 4113

CHICago, Il

© 2013 Darwill, Inc. All Rights Reserved.

2

4

11 Build a Better ROI for Your Marketing.

Build Business by Building Relationships.

Loyalty Programs.

Visit the Darwillisms Blog for news and views on what is happening in the world of integrated communications.

Hey [Firstname], check us out at: darwillisms.com/[FirstnameLastname]

Cover spread.r2.indd All Pages 6/21/13 8:39 AM


10


Follow us on facebook

WWW.FACEBOOK.COM/DARWILLINC


Needs • McCain had a site for front of house print-on-demand items that was not user friendly



McCain Food Service, a North American-based manufacturer for the food service industry, had a difficult and inflexible front-of-house print-on-demand (POD) system that their sales force and distributors used to create on-site promotion materials. The system did not utilize a centralized database and content management system (CMS), so any content changes required the user to update each individual element, creating extra work and higher potential for error.

Ideas • Creation of a behind the scenes database holding all of the information on each product


• A workflow allowing orders to be gathered then released each Tuesday afternoon and shipped each Friday


Outcomes • Darwill created an easy to use site to create custom front-of-house materials



McCain’s new POD system has improved user experience and efficiencies, ensuring higher quality control through centralized content review and approval. Through permissions, users are only able to see what they are supposed to see, which is particularly important for their larger accounts. Data capture capabilities of this system allow for creation of robust reports to monitor and glean performance insights.

Read the full case study at darwillisms.com

Needs• McCain had a site for front of house print-on-demand items that was not

user friendly



McCain Food Service, a North American-based manufacturer for the food service industry, had a diffi cult and infl exible front-of-house print-on-demand (POD) system that their sales force and distributors used to create on-site promotion materials. The system did not utilize a centralized database and content manage-ment system (CMS), so any content changes required the user to update each individual element, creating extra work and higher potential for error.

Ideas• Creation of a behind the scenes database holding all of the information

on each product


• A workfl ow allowing orders to be gathered then released each Tuesday afternoon and shipped each Friday


Outcomes• Darwill created an easy to use site to create custom front-of-house materials



McCain’s new POD system has improved user experience and effi ciencies, ensuring higher quality control through centralized content review and approval. Through permissions, users are only able to see what they are supposed to see, which is particularly important for their larger accounts. Data capture capabilities of this system allow for creation of robust reports to monitor and glean performance insights.

3

• 20% of customers receiving the direct mailers booked with the hotel or used its facilities the fi rst year — nearly 30 times the industry average for static direct mail campaigns.

• The resort recorded record revenues from its services and had the most lucrative month in the company’s history.

• Quarterly earnings doubled year over year.

Case Study Results

Case Study: Hotel ResortTake the example of this New Jersey-based hotel and resort that used loyalty programs to encourage 20% of its customers to repeat business just the fi rst year alone.

The resort learned the value of loyalty campaigns when it implemented a program that gathered information on customers on their fi rst visits. It immediately followed up with colorful brochures thanking them for their visit and inviting them to return again. Automated, trigger-based workfl ow was used to get these mailers into customers’ hands immediately while their good memories of time spent at the facility were still fresh.

The resort was willing to spend a signifi cant amount of time, money, and energy to develop these mailers because it knew that once a customer returns a second time, his or her loyalty is cemented. Thus the extra effort spent getting those customers back in the door would pay off in long-term profi ts.

The program now has been running for years, and the facility is nearly always booked to capacity. Ongoing CRM programs permit the resort to effectively resell, upsell, and cross-sell to its customers, all the while building additional rapport and trust.

Loyalty programs take a little extra time and effort to set up, but once they are up and running, they are highly cost-effective to maintain.

The benefi ts? They speak for themselves.


Does <Company Name> have a loyalty program? A way to keep customers engaged with

your business and encourage repeat business over time? If not, it might be time to get started.

Inside Back Cover Inside Cover FlapInside Front Cover

11

These days, when our lives are stored on our mobile phones, when our inboxes are clogged with email, and when we are more

likely to stay in touch with friends and family on social media than by phone, how can you stay connected with your customers and ensure that your message gets seen? Multi-channel marketing.

By connecting with consumers across multiple channels (such as print, email, and mobile), you provide continued exposure that deepens brand awareness, engenders consumer trust, and increases opportunities to make a sale. the key is to optimize the message for each channel and maximize the benefi ts of each.

according to an Infotrends survey of more than 1,000 businesses1, the more channels used in a marketing campaign, the more effective the message. the study (which focused on personalized campaigns), found that print-only campaigns achieved a 6.0% response rate on average, while campaigns using multiple channels (personalized print, email, personalized URLs, and mobile) achieved an 8.7% response rate. the conversion rate jumped from 16.2% for print-only campaigns to 19.0% for the multi-channel campaigns. Multi-channel marketing works!

campaign Response Rate conversion Rate

Print Only 6.0% 16.2%

Print and Email 7.6% 18.3%

Print and PURLs 7.6% 15.3%

Print, Email and PURLs 8.2% 16.5%

Print, Email, PURLs and Mobile 8.7% 19%

HOW DOES YOUR CURRENT CAMPAIGN LOOK?

Source: InfoTrends, 2012

Build a Better Roi for Your marketing

2

Your Darwill Contact:

JOHN SMITH,Account Executive

Dear <First Name>,

Well, it’s a summer of bad baseball here in chicago - with both the White Sox and the cubs struggling, we are glad there are some other things to be excited about! this issue of Darwillisms has some great stuff that will help you think differently about your business and your customers. Have you ever thought what your lifetime customer value(LcV) is? What about the RoI around your direct marketing? Have you wondered if a loyalty program makes sense for your customer? all this great info is in your hands –check it out! We know there’s something in here that will help you create Communications That Connect!

Visit [darwillisms/yourname] to get your free personalized summer notecards! Enjoy your summer and if you are in chicago, football is just around the corner!

Please feel free to contact me for ideas and suggestions on your next direct marketing project!

Regards,

D: XXX-XXX-XXXXC: XXX-XXX-XXXXE: [email protected]

Connect with me on

FPo SIGnatURE

Download the full article by visiting darwillisms.com/[FirstnameLastname]

or by scanning this code from your smartphone.Order FREE Personalized Note Cards at darwillisms.com/[FirstnameLastname]

4


printed materials are great relationship builders. as you use these tools, don’t always be trying to sell something. Share information. Give advice. Provide useful resources so that your customers look forward to each communication. consider selecting interesting or unusual substrates, folds, and bindings that take advantage of the unique, tangible characteristics of print.

Data. Knowing your customers helps deepen relationships over time. You will speak differently to the Gen-X crowd than you will to Baby Boomers. You will speak differently to a recent college graduate than you will to the head of a household with children. Using data doesn’t have to mean full personalization, although it can. Segmenting into different target audiences can also be highly effective by allowing you to speak to customers based on their common interests.


sweet spots, so understand the power of each channel and maximize it. Print creates the sense of gravitas and trust. Email and mobile allow immediate communication and facilitate click-through feedback. Social media fosters long-term engagement and community building. Understanding the sweet spots of each medium and layering them over time reinforces your brand and helps you stay top of mind.


and get their feedback using a simple, personalized online interface. By asking their opinions on products, services, and their experience with your company, personalized URLs let people know that you care and that their voices are being heard. It also gathers additional information on those customers so you can better target and customize communications with them in the future. Relationships require two-way communication!


channel. Use social media to engage your customers in a larger community. Get your team members interacting with your customers as genuine, caring human beings. Have your team participate in discussions (whether on your sites or third-party sites) so your customers know you are really listening. Sponsor contests. create discussions around the culture of your business, or fun and unusual ways to use your products.

Regardless of the channels you are using, ensure that your phone number, Web address, and links to your Facebook page, twitter account, and Pinterest boards are included and clearly visible. Give customers multiple ways to contact you and encourage them to do so in the ways they feel most comfortable.









WhAT Tools Do You hAve AT YouR DisPosAl?

Want to sell more? Try building relationships with your customers. Yes, it really can be that simple. People like to do business with people. More specifi cally, they like to do business with people who care about them, who listen to what they have to say, and who are accessible and responsive to their needs. By using the variety of tools in your marketing arsenal, you can build relationships that keep your customers engaged and loyal.

When you think about evaluating the success of a 1:1

printing campaign, how long a window do you use to determine the dollars it generated? Do you cut it off after a week? A month? Several months? What about the lifetime of the customer?

Lifetime customer value (LcV) is an overlooked metric that needs to be a larger part of how marketers measure their success.

Granted, LcV is very diffi cult to estimate, but it’s important to keep the issue in mind. customers gained through 1:1 printing tend not just to purchase more, but to be more loyal than customers gained through static methods. thus, the benefi ts of customer retention must be considered alongside other factors in evaluating the cost-benefi ts equation.

You don’t have to calculate out LcV indefi nitely. Many companies estimate their LcV out for three to seven years. otherwise, it’s considered too speculative to be useful.

True Measure of Effectiveness

Even if it’s an estimate, LcV gives you a much better idea of what value your marketing campaigns are creating.

For example, the Print on Demand Initiative case study archive contains a case study submitted by a small lawn care company that sent out a mailing of 300 1:1 pieces to great effectiveness. When the campaign revenue was considered in isolation, the mailing barely broke even. But the company knew that its customers tend to be very loyal over time, so the addition of every new customer meant several years of recurring revenue. as a result, the owner estimated the campaign RoI at 8000% on a LcV basis, something that made this a best practices case study.


“ You don’t have to calculate out LCV indefinitely. Many companies estimate their LCV out for three to seven years. Otherwise, it’s considered too speculative to be useful.”

9

paper 0# Endurance Silk Cover

press Darwill’s HP Indigo 7000 Digital Press

design Kim PannosProduction Notes


hoW Do You DeTeRMine lCv?

THERE ARE A VARIETY OF FACTORS TO CONSIDER:

Churn rate:

How often do customers leave your customer base?

Retention cost:

How much does it cost you to support, bill, and incentivize

your customers?

Periodic revenue:

Do you have recurring revenue streams?

How much do customers spend during an average period?

Profit margin

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darwillisms | summer 2013

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