As we approach a new year, these are the questions marketers should be asking. The world has been flipped upside-down and it’s critical that you question everything. Join the FWD forum as three industry partners provide answers, case-studies and a clear blueprint as you begin creating your own way FWD. Who should attend? Anyone involved with print, data & analytics and digital marketing are guaranteed to take away actionable items. Don’t miss this opportunity to create sustainable growth!
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Rising postal rates pose a significant challenge for industries that rely heavily on direct mail. However, increased costs don’t have to spell the end of your direct mail strategy. With a few strategic adjustments and considerations, brands can offset these higher rates while continuing to achieve their marketing goals. Here are some strategies to consider: 1. Optimize Mail Specifications - Postal rates often vary based on the size, weight, and format of your mail. By designing your mail pieces to fit cost-effective dimensions, you can reduce postage expenses. 2. Purchase Paper Directly from Midland - Paper costs can make up a significant portion of your direct mail budget. One effective way to manage these costs is by purchasing paper directly from Midland. 3. Utilize Postal Discounts and Programs - Take advantage of postal discounts and incentive programs offered by postal services. For example, USPS often has promotions that can help reduce costs. 4. Test and Analyze Campaigns - Regularly test various aspects of your direct mail campaigns—such as design, copy, offers, and targeting criteria. Use the results from these tests to refine and optimize future campaigns. 5. Invest in High-Quality Creative - Eye-catching, high-quality designs can significantly boost response rates. Unlike website or email designs, direct mail benefits from professional, compelling visuals and copy.
Retail print catalogs have often struggled at the expense of digital or online catalogs. As with so many aspects of our lives, the pandemic is causing change and lockdowns are proving that print is still very much a contender. It’s not hard to see why so many catalogs have transferred online. Digital does away with expensive printing and delivery charges and there’s no pulping of old catalogs or waiting around for new ones to be printed. The analytics associated with digital are now incredibly powerful, making it easy to collect large volumes of detailed data on user behaviors. An online catalog is a powerful package, so why is print making a comeback? With another national lockdown upon us, people are being forced to spend a huge proportion of their time at home and home is where print catalogs score. Recent research by Royal Mail revealed that 88% of people surveyed said they paid as much or more attention to mail during lockdown. This means leaflets and catalogs are far less likely to be dumped straight in the trash.
Months after rolling out a carbon calculator to estimate and influence the carbon impact of digital media buys, GroupM this morning unveiled a new version capable of measuring the carbon footprint of its client's media buys across various media -- both digital and analog. The new "Channel-Level Carbon Calculator" was developed in partnership with carbon impact researcher Scope3, and GroupM currently is working with it to engineer a new media-planning API (applications protocol interface) that any agency or advertiser will be able to integrate into their media-processing tech stack to seamlessly ingest Scope3's data in order to adjust their media mix or specific suppliers that do a better job of complying with their goals of reducing carbon emissions in their advertising and media buys. While GroupM will have a "first-to-market" access to the API for a period of time, the WPP unit said the plan is for it to be "open source" for the entire industry to use.