How to keep your customers after you've relocated your business, part 1

Relocating your business??  Here are some how to tips before you move to get the message out so that you don't loose any customers.   See also my next blog for how to tips after you move.

• put a sticker on all packages with new address letting customers you will be moving with date of move and new address 
• create maps with new location and date of move (best to show both old and new, especially if two locations are fairly close)    
• send a press release to local paper(s) and local business paper     
• add comments to quotes, invoices, packing lists with date of move and new location    
• send e-mail to active customers with new address and date of move    
• initiate a post card mailing to current customers to inform them of your move  
• send letters or e-mails to vendors/suppliers, etc. with new address    
• post a banner at old location with "Relocating to...." (get approval from old landlord and new tenant to leave up)    
• file a change of address notification with post office    
• order new packing supplies with new address (or put labels with new address on top of old address).

If you are moving in near term, hope the above will help and best wishes in your new location.   Stop by or call our print shop to discuss the best, most cost effective way to get this important message out.

How to dramatically increase your mailing response rate

Most experts agree that a typical mailing response rate for a flat mailing is 1.5%.  

According to an ASI survey,  the response rate can be significantly increased by sending lumpy mail and by also putting an enticing message on the outside of the envelope.   A case study was given that a fortune 500 service provider sent a pop-up item customized for each city (think skyline) with a their company logo embedded inside of the 3D city scape.  Recipients of the mailing liked the 3D pop up and held on to them.  10% of the recipients responded to the mailing and signed up for the advertised service.   

Adding a sense of urgency on the outside of the envelope such as "The first 50 respondents  will be entered to win a prize" has been shown to increase response rates.

Key learnings:

• Lumpy mail gets noticed
• An enticing message on the envelop will be more apt to be opened
• Sending an interesting, useful logo item will be have a higher chance of being held onto, thus creating more impression opportunities.

For more how to mailing tips see my other mailing related blog entries or stop by our shop to learn more ways to improve response rate and how to minimize costs.

How to mail a postcard

The first step in mailing a postcard is deciding what the purpose will be. Examples are: 

• an event announcement such a s a "save the date" for a future formal invitation
• service reminders  (veterinarians, doctors, dentists, and auto service providers)
• informational to build awareness of a business, product, or service
• promotional to offer a sale or coupon

The second step in mailing a postcard is establishing a budget.  Budgetary factors include:

• how many people will the postcard be sent to -- mailing lists can be customer lists, target marketing based on demographics and area, or using a new service from the USPS called "Every Door Direct Mail".   A few cautions are needed:   if a customer list will be used, it is important that those customers who wanted to opt out are removed from the mail list;  mailing lists degrade 1.5-2% per month, so it important to regularly cleanse a list or start fresh. 
• how many times will the mailing be made (often times referred to as a "campaign").  According to market studies, the response rate increases as the number of mailings increases.  General rule of thumb is that the best response rate occurs after a customer receives 6 mailings, with each mailing sent 2-4 weeks apart
• postcard size (see third step below)
• printing specifications (paper type; ink colors --black, 1 or 2 colors, full color,  UV coating on one or both sides)
• Postage. If time is of the essence, standard mail rates will mean the postcard must move within 1 day.  If a little more time can be allowed, cleansed mailing lists with postal tracking codes can help to keep costs down.

The third step in mailing  a postcard is determining the content and graphics to be included.  Here are some considerations:

• postal regulations and amount of content will influence the post card size
• addition of specialized QR codes and coupons may mean using a larger size.  QR Codes and Coupons are great ways to increase response rate. See future blogs about QR Codes.
• addition of tracking can also help to measure return on investment. 
• variable graphics and text tailored to a specific customer can greatly increase response rate.

Your local print shop in house graphic design team can help guide you through the process and make recommendations to maximize response rate and maximize return on investment. 

Call or stop by our Austin, Texas Print shop for a free consultation.  Or, for more info, see my prior posts for postcard how to's.

How to tips for mailings

The rule of thumb is that it can take up to 6-7 times to build awareness of a business, product, or service.

A good way to build awareness has been the use of postcard mailings.  Another has been newsletters or donation campaigns.  While the cost can seem high for multiple mailings, the response rate increases the more times a mailing is done. 

A good exmple is those pesky credit card offers.  After several years and arguable a swetened pot, I finally drapped my old card provider for a new one.  Admittedly, I was also tiring of my former credit card provider. 

So, as a new or existing business owner, keeping the awareness during a crucial time can mean the difference in getting a new customer or missing out on an opportunity. 

So what works and what doesn't?

Mailings that Work

• Multiple mailings (3 or more)
• Mailing every 2-4 weeks apart (depending on mailing type)
• Interesting, pithy content
• Coupons/incentives to try a product or service
• Newsletters
• Service reminders (for example: automotive or veterinarian)
• Variable data (text and graphics)

Mailings that Don't Work

• Same item mailed -- "read that, toss that"
• Using old mailing lists -- lists degrade 2% per month
• "Mass" mailings -- better to narrow to a target audience
• Incorrect info on the item being mailed (e.g. business location error or phone number) -- best to have a coworker proof

To test whether the response rate stacks up to typical rates, a graphic designer should be able to suggest ways to improve and measure the effectiveness of your mailing.

How to choose a postcard size?

So if you've decided to try a mailing are are now wondering what size postcard to use, here are some considerations:

• Budget:   Smaller cards cost less because a print shop can get more out of a sheet and postal costs are also lower.   A new service from the US Post Office called Every Door Direct Mail might be an option to consider to stretch the budget.

• Impact:

• As they say bigger is better -- smaller sizes have a higher chance of getting lost in the mail shuffle.
• Full color post cards (with or without gloss) versus black & white or even one color can make a post card stand out from the others.
• Paper type and weight -- a customer wanting a thick paper stock may need to choose a smaller card to stay within budget.

• Info:  Depending on what info is to be shared and how much info is to be included (e.g. coupon, QR code) may dictate a larger card.
• Postal Regulations:  minimum size is 4x5.5  and maximum size is:  8.5 x 11.
• Image:
• What do you want your prospective customers to think and what do you want them to do when your post card arrives?
• Interesting and unique images will have a greater chance of being looked at and held onto.

Your local print show can help provide you with options to best meet your needs and stay within budget.  If you are in Austin, stop by our shop or call us and we'll come to your location.

7 ways printing can help you survive a zombie outbreak...

That got your attention, didn't it? And it illustrates a simple marketing truth: Be compelling.  You could have the most amazing stuff to sell, but if you don't make it compelling to read, then you aren't going to get far.

Now, before you start wondering, "But what about the zombies?" don't worry. Here's the list I promised at the beginning of this column, along with some nuggets you might not have known about our printing firm:

7. A printed map will let you know where the zombie hangouts are, so they can be avoided. Invaluable for tourists in Washington, DC, so they can avoid the walking dead at the Capitol and White House! Did you know we can print maps?

6. Bright-colored packaging, with realistic imagery, advertising TV dinners for zombies will placate today's lazy, new age zombies, who are more interested in convenience than substance, when it comes to preparing their meals. Did you know we can print all types of packaging?

5. Printed direct mail pieces can alert citizens to a zombie outbreak, and how to respond to an encounter; sort of an abbreviated version of zombies for dummies. Did you know we can print YOUR manuals, self-help guides, direct mail pieces, and alerts?

4. A well-organized, web-to-print portal will allow you to stay inside and order your printing, and not be susceptible to roving zombies. Did you know you can log in to our website, order printing, and send us files without leaving your desk?

3. Printed signs can direct the zombies to walk back to their graves or into the ocean. Did you know we can print your signs, get your car graphics designed, and make sure people know where to go?

2. Bumper stickers can alert drivers to HONK IF YOU'RE A ZOMBIE. Did you know we can print bumper stickers, labels, and other sticky stuff?

1. Printed zombie masks for humans will fool the zombies, so they won't attack you for your flesh and brains! Did you know we are can help you with all your printing needs? No fooling.

It is extremely important to play video games honey, honest.

How valuable is your attention? How much is your ability to focus worth? Your success is dependent upon your ability to focus your attention on whatever it is that is going to make you grow. Here are some tips on how to improve your focus and attention

Pay attention to your working memory.  "Working memory is the ability to actively hold the information in the mind needed to do complex tasks such as reasoning, comprehension and learning. Working memory tasks are those that require the goal orientated active monitoring or manipulation of information or behaviors in the face of interfering processes and distractions." In other words working memory is the amount of space you have to pay attention. Here is a neat list of tricks to help improve your working memory... http://su.pr/1E2bQi...cool note...playing video games counts!

Control your space. All of it...noise, visual distractions, email, clutter. Limit disruption. IM, text, cell phones, emails, television...they all have something in common. They are designed to make a noise to get your attention. If you are a slave to those attention getting chimes then you are a slave to the demands of others.  Schedule blocks of time that are not to be interrupted. Turn off the phone, email and IM.

Take charge of one of the most valuable things you own. Your time.