Create Irresistible Direct Mail (piworld.com)

Quad/Graphics, Inc., a global marketing experience (MX) company, is rolling out “Built on Quad.” This new campaign showcases Quad’s latest brand identity and marks the company’s first large-scale marketing and advertising effort in its 52-year history. Quad’s new brand campaign will run through digital, OOH, print, events, experiential, direct mail, sponsorship and sales assets. It will also be showcased at the 2023 Cannes Lions Festival of Creativity, including the Nice Côte d'Azur Airport. Quad provides end-to-end marketing solutions that removes friction wherever it occurs in the marketing journey for more than 2,900 clients, including Sirius XM, Amazon, the Albertsons Companies, and other major brands. The “Built on Quad” campaign focuses on the company’s strength as a one-stop partner for the modern marketer, and it also pays homage to its roots as one of the largest and most successful commercial printers in North America. The company produces over 765 billion pages and mails more than 8 billion direct mail pieces per year making Quad one of the USPS’ largest clients.

Why are marketing campaigns so effective? What is the secret behind the good ones that people remember and talk about (REI’s “Opt Outside”)? Quite simply, a BIG IDEA. The best marketing and advertising over the decades have always been driven by a singular great idea (“Got Milk?”). A core idea that ties everything together. An idea that resonates with the audience and makes them think about your product or service in a different way. Remove that big idea and all you’re doing is selling products, just like the other brands. Blah. But when you build your marketing efforts around a campaign, and use that “big idea” consistently across all touch points, it’s more likely to get noticed, more likely to be remembered, and more likely to engage people on a human level. In other words, campaigns work. It’s no secret that I’m a huge Beatles fan, so once again, I will use them as a way of illustrating my point. When Paul McCartney was thinking about a different way to go about recording a new album in 1966, he came up with a big idea that would drive the entire creative process. What if the four lads took on a different persona, actually changing the name of the band? What if they reinvented their identity just this one time? much more at: https://www.jschmid.com/blog/campaign-building-blocks-the-big-idea/

Customer acquisition costs are rising and hurting profitability for brands, according to a new study by SimplicityDX. Merchants are now losing $29 for every new customer, compared with $9 in 2013 — a 222% increase. Moreover, the study points to estimates that acquisition costs have risen by 60% in the past five years. And marketers have been affected by such complications as these: *The introduction of iOS 14.5 *The demise of third-party cookies *Increased consumer privacy legislation such as CCPA and GDPR