I read all the threads that come to me in various different blogs and linkedin converstations pertaining to Direct Mail. What is really interesting is how many times and in how many different ways the same question is asked……”Is Direct Mail still important --- to selling – to fundraising – to promotion – to maketing?”
The answers run the gamut. Yes – No – Maybe.
If you have sometime, when you see one of this questions try and figure out the writers age and work status. Divide the Yes’s into two categories, The ‘Old Folks” and the “Working Stiffs” both appreciate and understand the value of Direct Mail, having dealt with it over a period of time. You cannot convince any of them that Direct Mail is dead. They have sold too much, raised too much money, promoted too many products in the mail, etc. to believe that.
Divide the No group into kids and technophiles. Both of these groups see the glass half empty. That Direct Mail is dying if not dead already. You know the type. Phone, Ipad, Kindle and everything electronic. They even know how to do facebook and tweet regularly. Their world is growing more and more paperless as time goes by. But truth be told, even they read their mail. They don’t like to admit it, but as soon as they get home or as soon as the mail arrives at their offices it has a powerful draw on them and they want to see what has arrived. Go ahead, tell the truth, you know you do. It is the nature of the vehicle, from the time of the pony express mail has been important to most everyone. Hence DM will never really die.
As I have said many times over DM may morph into something different than it is today, but rest assured it will always be an important means to reaching audiences. It may lose the top stop someday and become a support in overall efforts, but it will be used none the less.
Thursday, February 9, 2012
Saturday, October 29, 2011
How to lose 800,000 customers in 3 months.
Want to know? Ask Reed Hastings, President and CEO of Netflix. In the third quarter of this year, the mass defection by 800,000 customers caused a 30% decrease in stock value despite increased revenue compared to the same quarter a year ago. Pretty serious numbers any way you slice it.
Hastings openly admits it was a disaster of his own making. First, he ordered a 60% subscription increase (from $10 per month to $16 per month) — a big pill to swallow. Then, almost immediately, he announced that Netflix would be divided into two companies. Qwikster would continue the mailed DVD business and NETFLIX would concentrate on providing streaming content on line.
He made two serious mistakes: First, not knowing that his customers did not want to deal with two separate companies for their entertainment and second, realizing that a price increase of such magnitude would be identified as out the question before it was rolled out.
What does that have to do with direct marketing or mailing? Nothing. But it does have everything to do with the importance of listening to and understanding your market.
Business types, like me, are always looking for ways to enhance the client experience and expand our product or service lines. To those ends, the listening part is the most important. Be quiet and listen to what your customers are saying by the way they are using your service or buying your products.
Our egos can lead us to make some very poor decisions. In the Hastings case, his hubris about knowing what was best lead to a huge downturn for his company that had been growing at a fantastic rate.
In retrospect, he learned that his customers loved their DVDs even if they didn’t watch them until they collected dust. Or, in fact, even if they were downloading movies or other content, they actually were comforted by having the physical disc in their possession. He also did not understand that NETFLIX subscribers enjoyed the task of returning the watched DVD and anticipating the arrival of their next selection.
What does that have to do with direct marketing or mailing? Again, nothing. But it does have to do with the human dimension. Granted we are talking about a very large company employing some very smart people and paying them handsomely for their expertise. They should have known better. One has to imagine that Hastings is a powerful personality, and his vision (right or wrong) was the prevailing one within the company. His “knowledge” of what was right had probably been challenged, but less than effectively, and he made the decisions that made sense to him.
So what am I trying to say in this limited space is be patient, be calm, listen to all the data, listen to the important people around you, but most of all listen to what your customers are telling you. If necessary, run your ideas past a core group, which should include actual customers or clients. Round out your opinion with a reality check.
Leave your ego at the door, keep your customers and your money.
Shhhhhhhhhhhh, I’m listening.
Hastings openly admits it was a disaster of his own making. First, he ordered a 60% subscription increase (from $10 per month to $16 per month) — a big pill to swallow. Then, almost immediately, he announced that Netflix would be divided into two companies. Qwikster would continue the mailed DVD business and NETFLIX would concentrate on providing streaming content on line.
He made two serious mistakes: First, not knowing that his customers did not want to deal with two separate companies for their entertainment and second, realizing that a price increase of such magnitude would be identified as out the question before it was rolled out.
What does that have to do with direct marketing or mailing? Nothing. But it does have everything to do with the importance of listening to and understanding your market.
Business types, like me, are always looking for ways to enhance the client experience and expand our product or service lines. To those ends, the listening part is the most important. Be quiet and listen to what your customers are saying by the way they are using your service or buying your products.
Our egos can lead us to make some very poor decisions. In the Hastings case, his hubris about knowing what was best lead to a huge downturn for his company that had been growing at a fantastic rate.
In retrospect, he learned that his customers loved their DVDs even if they didn’t watch them until they collected dust. Or, in fact, even if they were downloading movies or other content, they actually were comforted by having the physical disc in their possession. He also did not understand that NETFLIX subscribers enjoyed the task of returning the watched DVD and anticipating the arrival of their next selection.
What does that have to do with direct marketing or mailing? Again, nothing. But it does have to do with the human dimension. Granted we are talking about a very large company employing some very smart people and paying them handsomely for their expertise. They should have known better. One has to imagine that Hastings is a powerful personality, and his vision (right or wrong) was the prevailing one within the company. His “knowledge” of what was right had probably been challenged, but less than effectively, and he made the decisions that made sense to him.
So what am I trying to say in this limited space is be patient, be calm, listen to all the data, listen to the important people around you, but most of all listen to what your customers are telling you. If necessary, run your ideas past a core group, which should include actual customers or clients. Round out your opinion with a reality check.
Leave your ego at the door, keep your customers and your money.
Shhhhhhhhhhhh, I’m listening.
Tuesday, August 16, 2011
Been Around Awhile 2
Big day here at the job. Newsday, Long Island's main newspaper published their profile of the company AND posted a video. Absolutely exciting to have this kind of coverage.
The phone rang all day with kidding and congratualtions from clients, friends and colleagues.
Once again, the proof is in the pudding..... Show up everyday, work hard and success is always possible.
Thanks to all... family, staff, clients and customers.
The phone rang all day with kidding and congratualtions from clients, friends and colleagues.
Once again, the proof is in the pudding..... Show up everyday, work hard and success is always possible.
Thanks to all... family, staff, clients and customers.
Wednesday, August 3, 2011
Been Around awhile
The new suit was all pressed, the haircut just right, shoes shined and I was looking good. At least from the inside out I was 35 or 40 again and ready to handle whatever came my way. Unfortunately the mirror told the truth. Salt and pepper hair, a mustache that is probably a little too gray, tending to white. Plenty of sags and wrinkles in the face and elsewhere. But I was still ready.
Being around as long as I have does have certain perks. Along the way I have met more people then I can count who have one way or another become familiar with me, and I with them, to have name and face recognition. One of those is a reporter for Newsday, THE newspaper here on Long Islnad. I have know her for well over 10 years and we always converse at the various trade shows and networking meetings where our paths cross. The meetings are always genuinely pleasant with catching up and discussing the world of business. I have been called on by her many times to comment on stories and topics she is writing that have a business, direct mail or marketing slant. This instance started that way. A question regarding how businesses could still utilize the mail and save money.
Pretty great that only days before the USPS had instituted Every Door Direct Mail allowing mailers to forego addressing for upto 5,000 pieces delivered to a local Post Office for distrubtion to specific Career Routes in that zipcode. And the kicker, postage was only 14.2 cents. Quite frankly a very real savings for mailers that have to reach a concentrated locale.
I answered the few questions the reporter had and was then asked if she could use me and my companies for a full blown profile in the business section. Of course I answered in the affirmative. This is huge coverage in our market and it was FREE. This type of coverage couldn't be bought. We set the schedule for the lenghty interview and the following days' photo session.
During the interview I found myself talking about the exciting ride it has been. Taking a very small store front mailing operation through lots of different levels and changes to where it is one of the better known direct mail companies on Long Island. We talked about the "3's" and "D's" of the old days of sorting of mail using colored stickers on the bundles. We talked about the technology that is now required to stay current in the printing and mailing business. We talked about my history before getting into mailing - a career in the NYCPD, retiring after being awarded the Medal of Honor, followed by a stint in start a up Proxy mailing company owned by my brother. Mostly we talked about what it had taken to still be here, not withstanding that the company was in a growth mode once again.
For two hours she questioned and I talked. I don't know what the article or I will look or sound like in the newspaper but I do know that it has been quite a ride.
I could have done none of this without the support of my family, who are intergral parts of the company. God surely smiled on us.
Learn this everyone, show up everyday, work hard, care about your customers and you can't help but succeed.
Being around as long as I have does have certain perks. Along the way I have met more people then I can count who have one way or another become familiar with me, and I with them, to have name and face recognition. One of those is a reporter for Newsday, THE newspaper here on Long Islnad. I have know her for well over 10 years and we always converse at the various trade shows and networking meetings where our paths cross. The meetings are always genuinely pleasant with catching up and discussing the world of business. I have been called on by her many times to comment on stories and topics she is writing that have a business, direct mail or marketing slant. This instance started that way. A question regarding how businesses could still utilize the mail and save money.
Pretty great that only days before the USPS had instituted Every Door Direct Mail allowing mailers to forego addressing for upto 5,000 pieces delivered to a local Post Office for distrubtion to specific Career Routes in that zipcode. And the kicker, postage was only 14.2 cents. Quite frankly a very real savings for mailers that have to reach a concentrated locale.
I answered the few questions the reporter had and was then asked if she could use me and my companies for a full blown profile in the business section. Of course I answered in the affirmative. This is huge coverage in our market and it was FREE. This type of coverage couldn't be bought. We set the schedule for the lenghty interview and the following days' photo session.
During the interview I found myself talking about the exciting ride it has been. Taking a very small store front mailing operation through lots of different levels and changes to where it is one of the better known direct mail companies on Long Island. We talked about the "3's" and "D's" of the old days of sorting of mail using colored stickers on the bundles. We talked about the technology that is now required to stay current in the printing and mailing business. We talked about my history before getting into mailing - a career in the NYCPD, retiring after being awarded the Medal of Honor, followed by a stint in start a up Proxy mailing company owned by my brother. Mostly we talked about what it had taken to still be here, not withstanding that the company was in a growth mode once again.
For two hours she questioned and I talked. I don't know what the article or I will look or sound like in the newspaper but I do know that it has been quite a ride.
I could have done none of this without the support of my family, who are intergral parts of the company. God surely smiled on us.
Learn this everyone, show up everyday, work hard, care about your customers and you can't help but succeed.
Wednesday, June 1, 2011
facebook is in the house.
A few short days ago I was riding high with the Google direct mail effort that reached my desk. So how come I am higher still today?……….....facebook
That’s right, facebook has dropped a direct mail marketing piece very similar to one from Google. In fact the presentations are very similar a #10 window envelope with a Standard indicia and a flyer carrying the offer.
I am sure you know the line about kicking a dead horse….. so I won’t belabor my previous comments about the DM horse being very much alive.
Suffice it to say, if the Google use of DM was unimpressive to any of you the addition of facebook to the mix sure ought to be. Lesson learned, case closed. Direct Mail is very very much alive.
Can Linkedin be next?
That’s right, facebook has dropped a direct mail marketing piece very similar to one from Google. In fact the presentations are very similar a #10 window envelope with a Standard indicia and a flyer carrying the offer.
I am sure you know the line about kicking a dead horse….. so I won’t belabor my previous comments about the DM horse being very much alive.
Suffice it to say, if the Google use of DM was unimpressive to any of you the addition of facebook to the mix sure ought to be. Lesson learned, case closed. Direct Mail is very very much alive.
Can Linkedin be next?
Thursday, May 12, 2011
Google DM Offer Arrives
Well, well, well. Vindication has never been so sweet. I have been preaching to the masses, to printers, designers, agency types, marketers in general and of course mailers, that direct mail was not dead. I could have just saved my breath and waited until today to be proved right. And right in a big way I might add.
Today's mail, yes, the US MAIL. Snail mail. Delivered by the faithful, if sometimes hapless US Postal Service. Right into my office. WHAT, you ask............ A big fat direct mail offer from none other than GOOGLE..............
So very reminscent of the old days when AOL kept rolling out it's Free miinutes offer what seemed every five days.
Can it be that all things old are new again. I think not, but I do think that corporate giants such as Google realize that they cannot reach everyone electronically, even with the size of their customer base. They knew that they had to reach out in a tangible way to business owners to drive them to the Google AdWords Offer.
We can all take a lesson and a little solice from today's mail and know that what I have been saying all along is correct. Direct Mail IS NOT, nor will it be anytime soon, DEAD.
Today's mail, yes, the US MAIL. Snail mail. Delivered by the faithful, if sometimes hapless US Postal Service. Right into my office. WHAT, you ask............ A big fat direct mail offer from none other than GOOGLE..............
So very reminscent of the old days when AOL kept rolling out it's Free miinutes offer what seemed every five days.
Can it be that all things old are new again. I think not, but I do think that corporate giants such as Google realize that they cannot reach everyone electronically, even with the size of their customer base. They knew that they had to reach out in a tangible way to business owners to drive them to the Google AdWords Offer.
We can all take a lesson and a little solice from today's mail and know that what I have been saying all along is correct. Direct Mail IS NOT, nor will it be anytime soon, DEAD.
Monday, May 3, 2010
What Five Day Delivery Means to You.
Well, it seems that the US Postmaster if moving forward with the cost savings and containment plan that includes the end of Saturday mail delivery. If Congress does not interfere, the following explains what to expect upon implementation.
Why is five-day delivery needed?
The Postal Service is facing unprecedented volume declines and a projected $238 billion shortfall during the next decade. To ensure that America continues to have a viable Postal Service, the Postmaster General has introduced a comprehensive plan including cost cutting, increased productivity and seven legislative and regulatory changes that form the necessary foundation for a leaner, more flexible Postal Service
Five-day delivery is one of the fundamental changes that will help USPS compete more effectively in the marketplace and better respond to changing customer needs.
How will five-day delivery work?
Simply put, our five-day delivery plan calls for five days of delivery to street addresses and six days of service at Post Offices and P.O. Boxes.
Under five-day delivery, there will no longer be delivery of mail to street addresses — residences or businesses — on Saturday. Post Offices will remain open on Saturdays, continuing to provide normal customer services, including the sale of stamps and other postal products. Mail addressed to P.O. Boxes will continue to be available Saturday.
What will change?
There will be no regular Saturday mail delivery to street addresses.
Priority Mail for street addresses will be delivered Monday through Friday.
There will be no scheduled collection of mail from blue collection boxes or retail offices on Saturday. Mail accepted across a retail counter will be processed on Monday.
Street-addressed local firm holdout mail will be available for pickup Monday through Friday, but not Saturday.
What will stay the same?
Express Mail will be delivered seven days a week, 365 days a year. Express Mail will be collected from dedicated Express Mail boxes on Saturday. Express Mail will continue to be processed on the day it is accepted, including Saturday and Sunday.
Post Offices will remain open on Saturday. No Post Office will be closed as a result of the change to five-day delivery.
P.O. Box-addressed mail will be delivered Saturday.
Remittance mail addressed to P.O. boxes will be available for pickup seven days a week.
Mailers can still drop-ship enter destinating or incoming mail at plants and delivery units.
Service standard rules will remain the same.
When will five-day delivery happen?
The Postal Service must file a request for a non-binding advisory opinion from the Postal Regulatory Commission. If Congress does not enact legislation barring it from doing so, the Postal Service plans to implement five-day delivery in fiscal year 2011 (Oct. 1, 2010, to Sept. 30, 2011). More information on when five-day delivery will be implemented will be provided well in advance of the start of five-day delivery.
•
Check back and as new developments occur I will spread the word. Thanks for stopping by.
Why is five-day delivery needed?
The Postal Service is facing unprecedented volume declines and a projected $238 billion shortfall during the next decade. To ensure that America continues to have a viable Postal Service, the Postmaster General has introduced a comprehensive plan including cost cutting, increased productivity and seven legislative and regulatory changes that form the necessary foundation for a leaner, more flexible Postal Service
Five-day delivery is one of the fundamental changes that will help USPS compete more effectively in the marketplace and better respond to changing customer needs.
How will five-day delivery work?
Simply put, our five-day delivery plan calls for five days of delivery to street addresses and six days of service at Post Offices and P.O. Boxes.
Under five-day delivery, there will no longer be delivery of mail to street addresses — residences or businesses — on Saturday. Post Offices will remain open on Saturdays, continuing to provide normal customer services, including the sale of stamps and other postal products. Mail addressed to P.O. Boxes will continue to be available Saturday.
What will change?
There will be no regular Saturday mail delivery to street addresses.
Priority Mail for street addresses will be delivered Monday through Friday.
There will be no scheduled collection of mail from blue collection boxes or retail offices on Saturday. Mail accepted across a retail counter will be processed on Monday.
Street-addressed local firm holdout mail will be available for pickup Monday through Friday, but not Saturday.
What will stay the same?
Express Mail will be delivered seven days a week, 365 days a year. Express Mail will be collected from dedicated Express Mail boxes on Saturday. Express Mail will continue to be processed on the day it is accepted, including Saturday and Sunday.
Post Offices will remain open on Saturday. No Post Office will be closed as a result of the change to five-day delivery.
P.O. Box-addressed mail will be delivered Saturday.
Remittance mail addressed to P.O. boxes will be available for pickup seven days a week.
Mailers can still drop-ship enter destinating or incoming mail at plants and delivery units.
Service standard rules will remain the same.
When will five-day delivery happen?
The Postal Service must file a request for a non-binding advisory opinion from the Postal Regulatory Commission. If Congress does not enact legislation barring it from doing so, the Postal Service plans to implement five-day delivery in fiscal year 2011 (Oct. 1, 2010, to Sept. 30, 2011). More information on when five-day delivery will be implemented will be provided well in advance of the start of five-day delivery.
•
Check back and as new developments occur I will spread the word. Thanks for stopping by.
Subscribe to:
Posts (Atom)