Benefits to Direct Mail

Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:

It’s targeted.
Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bang for your buck.

It’s personal.
With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond. In fact, 55 percent of consumers “look forward” to discovering the mail they receive.

It’s flexible.
From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.

It’s tangible.
Direct Mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons.

It’s measurable.
Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It’s as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you’ll see what’s working and can make adjustments to future mailings if needed.

It’s easy and cost-effective.
You don’t have to be a Direct Mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking Direct Mail piece. With some Direct Mail Web sites, you even design your piece, import your mailing list, and have the campaign printed and sent—all online.

Benefits to Buying Local

Buying local is one of the most rewarding ways to help out your local community. Not only is it convenient and close by, it continually helps strengthen the economic base of your community. The convenience of making your purchases locally plays a huge role in reducing environmental impact. Buying local requires less transportation, which emits less pollution, sprawl and congestion. Small local businesses are the largest employer of jobs nationally and in your community and with that, provide the best jobs to its residents.

Here are 12 benefits to buying local:

1. Money Spent Here Stays Here
2. Supports Jobs and Wages
3. Stronger Tax Base
4. Local Business Owners Invest in our Community
5. Better Variety
6. Convenience Equals Savings
7. Green-Friendly
8. Keeping Local Dollars in the Economy
9. Local Character and Prosperity
10. Friends and Neighbors
11. Non-profits receive greater support
12. Community Well-Being

Now that you know a little more on the benefits of buying local, join the movement and help out your community today by going to this link: http://www.independentwestand.org/take-a-stand/join-the-movement/

Specialty Products — What they remember (Part II)

It might be interesting to know that recipients of promotional or specialty products with income of under $50,000 place more importance on consumer brands (20%) than those in the income bracket of $51,000 – $100,000 (12%) but that those over $100,000 place more importance on brand than those that don’t (18%). This information is relevant to determining how significant your brand impact is going to be to your market. It may be wise to consider the income bracket when determining how to speak to your target audience; spending money on an income bracket that is not going to be influenced by the product you purchase with them in mind might redirect your marketing efforts. Spending more per prospect might serve you well in this case (a highly creative item or a highly functional item that focuses on the item and not so much your brand); where a less expensive item (per piece) might work for the prospect with less income.

When it comes to breaking down which gender prefers an item there isn’t much surprise there. Women prefer writing instruments (56%) calendars (28%), bags (26%) and health and safety items (11%). The benefit to the interest in these items is that the variety is endless and because of that, consideration should be taken to making sure an item directed towards women is highly functional and sturdy. At any given time there are over 2,000 pen options notated as “new” (I just did a search in our database and came up with 2,523); why not make it a gel pen which reduces the options to 70 items. Gel pens are popular because the pen dries quickly and writes smoothly increasing its usage. Knowing pens are popular means you should select a pen that will be used because EVERYONE gives away a pen.

Men prefer apparel, shirts specifically, when it comes to specialty items. By a whopping 42%; their next preference are caps (20%) and electronics (6%). If your target audience is men, you should add an apparel ordering option to your website so your clients can pop onto your website and order a shirt with your company logo on it. After an introductory appointment or as a response to an online survey, sending male prospects apparel will be a product that they want and will use. After all, 60% of people report using a company that gives them a promotional product.

Finally, as broken down by ethnic groups; Hispanics prefer writing instruments (82%), African American’s prefer shirts (42%) and Caucasians also preferred writing instruments (61%). There is a wide disparity on other items that are preferred; African Americans preferred bags (37%), caps (32%) and calendars (32%), while Hispanic’s had such an overwhelming preference for pens that their next preference was a three way tie at 27%: bags, glassware/mugs and desk/office accessories. Caucasians tended to be evenly split between shirts (41%), calendars (37%) and bags (28%).

What I think is the most interesting about these numbers (and there are many more statistics I can provide) is that using one promotional item to represent your company may not work with your target audience if you don’t fully understand their needs and desires. Promotional products now, more than ever, are being used to reach prospects in a way that allows their image to be recognized and utilized. In 2010, more promotional products than ever are being “passed on” as opposed to being thrown away. Use this information to make a greater impact in your marketing strategy.

For more information on the survey, email me at Solutions@midwestsinglesource.com

Sarah

Specialty Products — What do they remember?

It can be quite a challenge to determine where to direct the dollars your business should spend on specialty items or “giveaway” items as they are sometimes called.  What do people keep?  How many people will see your brand on the item?  How can you make sure that the person receiving the product remembers your brand?  How can you increase their view of the value of the product or service your company offers?  A recent survey was held, asking over 3,000 business product consumers regarding what promotional products they were the most pleased to receive (“favorable” items), products that made them remember the company that gave them the product, and the number of impressions (views) each product returned.  The results are extensive and if you’d like to know more, email me at Solutions@midwestsinglesource.com with “Specialty Products Survey” and I’ll send you more information.

It’s probably no surprise that of the respondents, Mugs (drinkware) retained the highest brand memory at 87%; shirts were second at 86%, writing instruments were third at 84% and Bags, Calendars and Health and Safety items were the items tied for fourth place as the most memorable at 82%.  However, bags received the most impressions (1,078) and caps (81% brand memory) received the second highest impressions at 443.  Writing instruments received the third highest impressions at 437 and shirts received the fourth highest impressions at 344.  Mugs, items that are given but retained within the home, got the least amount of impressions.  For favorability, the number one item was a trophy or plaque (64%) and the second highly rated item was an automotive item (50%).  Shirts were third (47%) and bags were fourth (45%).

This information is beneficial because knowing how many times your brand is viewed, how favorable the product given and how your brand is remembered should correspond to the marketing dollars spent on getting it seen.    Promotional products receive the greatest return on your marketing investment (compared to dollars spent on print, radio and television advertisement).  If brand awareness is important to you this survey information is invaluable.

Next week I’ll share the breakdown by gender and ethnic group.

 

Sarah

Refresh your business practices in the New Year!

As we kick off 2011, what are the business challenges your company is experiencing? Chance are this year, like every year, your company wants to streamline expenses and monitor purchases. Considering that’s our business, I know we’ve got some great options for you to consider.

PRINT PORTALS: We offer secure portals for you to upload your printed materials (letterhead, envelopes, brochures, business cards) allowing you to print on-demand, reducing the cost for art charges and reducing proofing time. The ability to print on-demand reduces tying up dollars in unused or outdated inventory and keeps your costs low to make it a financially beneficial option. This is a true marketing services solution.

DISTRIBUTION/FULFILLMENT: Whether your needs include managing your office supply inventory, shipping printed and promotional products or coordinating mailing statements or direct mail, use a provider who understands inventory management and fulfillment services. We can create a program to fit your needs, while reducing your storage and increasing your ability to respond to your clients and employees.

QR CODES: You may have seen them but been confused about how they can benefit your business. QR codes are barcodes read by a Smartphone that can send clients or prospects information about your business. You’ll find them on promotional products and direct mail this year and we can create codes for you, teach them how they’ll fit with your business and be creative about how to help you see the marketing opportunity with them.

These are just a few of the solutions that are coming to business and marketing practices in 2011. With Midwest Single Source you’ll always have stellar service and the ability to track your spending and manage your products as we continue to bring you ideas continuing your success through the New Year!

Tax Forms, Storage Boxes and File Folders Oh My!

Yes, since our headquarters are located in Kansas I am allowed, twice a year, to make a Wizard of Oz reference and so I have in today’s blog title. Also, for future reference, since I lived in Dodge City for over 10 years I am also allowed to say “Get out of Dodge” a phrase which is used a little too much from people who have never been there. But I digress.

These items — tax forms, storage boxes and file folders are the last things one wants to think about when coming back from a turkey and family filled vacation. And yet, these items need attention now before the beginning of 2011 is upon us. Tax forms specifically, need to be ordered before the end of the year. Now is a good time to do a quick inventory of your storage boxes as well. Some offices have a day scheduled as to when they start boxing up the years’ information; many are not so organized. If you will send me a note that you have read this blog at solutions@midwestsinglesource.com I will send you an offer for a buy one/ get one half-price case of storage boxes. Consider it an early holiday gift to help get your organizing started right. Also, request information on tax forms and I will send you a coupon for 25% off of your order or I’ll match a competitors quote.

Only a few weeks left until 2011. Get prepared now!

Sarah

What’s in a Name?

It has been brought to my attention on more than one occasion recently that many companies are getting into the promotional products business. When some of our industries are downsizing it seems that adding the shingle of promotional products to ones door is the next “new” opportunity. I’ve been asked if it concerns me to have increased competition in this area of our business. It does not. Promotional products seem like an “easy” business to get into. Some would say the same about office supplies. Many of the products we sell can be ordered online without the benefit of service. Many companies survive on getting cheap products turned around quickly to their customers. The question arises when there’s a problem. What about returns? What about quality? What about incorrect imprint? These issues can be quickly resolved when you have a relationship with a vendor partner, not just someone who has access to the products you need. We have been in the promotional product business for over 20 years. We have developed relationships with manufacturing plants that position us to receive discounts and offers and preferential options which “newbies” to the promotional product business could not be privy. When it comes to putting your brand on a product that you are going to use to promote your business, do you really want to take a chance with someone who just “got into” that industry? What about someone who isn’t even involved in the industry of print? We opened our doors as a print distributor over 35 years ago and have been a manufacturer of print for over 10 years. Our experience is what separates us from our competition and welcome partnerships with our clients. We love showing our clients and prospects’ what levels of success working with a promotional products partner can achieve.

Sarah

Review 2010 Purchases for a More Efficient 2011

This is a perfect time to take a sharp look at your purchases throughout the year. Does your current office supply provider give you monthly or quarterly reports that help analyze your spending? Do they provide reports that give you insight to the quantities or dollar amount of high use or high price items? Reviewing your purchases from the year can give you insight into why and what you purchase and also allow you the option of speaking to your provider about buying items in bulk and receiving discounts for doing so. For example, if you find after review, that your office used more than 36 laser indexes during the course of the year, discuss that usage with your representative to determine if you bought a case of those tabs what your price break might be. Each item, although sold by the each, box, or pack, are shipped in large case quantities for which there could be a price break offered. It is worth checking into this option. Why not order a skid of paper (40 cases for 8 ½ x 11) and receive a significant price break per case? You may not have the room for the storage of the paper; we do, that’s what our distribution facility is equipped to do. Buying paper by the skid allows you to absorb your paper costs up front at the lowest possible cost so that you don’t have to consider the increase in paper prices monthly or quarterly. You can purchase your paper up front for the year or the quarter and not have to consider those costs moving forward.
Talk to your account consultant. Discuss how to keep your purchasing cost effective for your uses. That is one area where a local dealer adds value to the process. This is a service the box stores or discount chains can’t offer.
Sarah

Expectations

Based on the previous two weeks entries some interesting dialogue has started regarding expectations from your vendor partner relationships. There is something to consider when choosing a vendor; I call it the purchasing pyramid.

Typically, there are three features one seeks in purchasing any item: Price, Quality and Delivery. Price is a feature that determines the value of the item; it can either be too low, too high or the price meets your mental expectation of what the product is worth. Quality is the feature that determines what you expect to receive based on the price. These two tend to correlate; if you pay a lot for an item you expect the highest quality. Conversely, if you pay very little for an item you don’t have a high expectation of the quality. Delivery is a feature based on when you need the item. If you need it urgently then you understand there will be a cost associated with that need. However, if you don’t need it in an urgent manner you also don’t expect to have to pay for that in any significant way.

It is nearly impossible to get all three features exactly as you perceive them. For example, if you want to pay the lowest possible price and you expect the item to be of high quality and want that item delivered quickly, some feature will not be met. Therefore, your expectation will not be met. If you are willing to shift your need of one of the features of the pyramid you will have a more satisfactory purchasing experience. A find a lot of clients think that every other client wants to pay the lowest “price”. That is not necessarily the case. The price point has to be realistic for the value of the item but there are many clients who appreciate delivery and the item quality and see the price as a realistic feature of the product. Some clients do seek the absolute cheapest price; they also realize that they may not get the highest quality for the product.

I have found lately that keeping your expectations realistic when it involves purchasing supplies or promotional or printed products reduces the amount of stress involved with the buying process. I hope that this explanation can shed some light on how to make the process more effective for you.

Sarah

Vendor Flexibility Options

I was pleasantly surprised to get so much feedback regarding the four points of choosing vendor that I mentioned last week. Specifically, flexibility and what kind of flexibility a vendor might be able to provide.
Flexibility could touch all areas of the order process from the way you place your orders to the way the orders are delivered to the way they are billed. For example, some clients prefer to fax their orders to our order department as opposed to entering them online. And yet some clients prefer to give them over the phone or directly to their account consultant. Regarding office supplies, some of the “box” stores only have the option of purchasing from the retail floor or placing your order online. Is customer service an important decision when choosing your vendor? If so, you want them to be flexible with the method you use to place your order. Sometimes ordering products can be confusing; sizes and descriptions of products can be misleading. Do you have the option of speaking directly to your customer service person or account representative or do you dial an 800 number and hope the person on the other end of the line can help?

Delivery is an important aspect of the ordering process and flexibility might be an issue for you. Some companies have their products delivered by courier or other shipping company so the products are dropped at the front desk. Maybe the product being delivered is copy paper. Perhaps you need two cases of paper taken to the accounting department and one case of paper taken to another department. Or maybe you need “desktop delivery” meaning that the accounting department has their order delivered in total and other departments have their order delivered separately and even billed separately. If that is a feature of service that you require you should make sure that you have that available option and the ability to discuss your needs and have them fulfilled.

Flexibility with the way your order is billed may also be important to your organization. Do you prefer summary billing or do you prefer to receive individual bills after every order or do you need both? Do you have a cycle within accounting that you need to take into consideration? If so, does your vendor work with you or do they demand a payment schedule that works for them even if it conflicts with your needs? Some clients, especially with paper or forms, want to get the best pricing up front so they purchase what they need for six months, for example, and pay for it up front so they can get their costs for that item taken care of “up front”. We have the ability to store their product and deliver it to them when they need it, giving them the best price and the delivery and billing in a way that works for them.
If you’d like to talk about these options further shoot me an email at solutions@midwestsinglesource.com.

Sarah