CustomXM: In the Loupe Blog

Toyota Manufacturer Recalls Open Source Use of QR codes

Sun, 01 Apr 2012 14:55:49 -0500

In what is likely to cause an overwhelming groan among marketers and technologically savvy consumers (and cheers among designers and IT staff ), QR code inventor, Denso Wave has issued a cease and desist order to all users of this open source tool. Invented by the Toyota subsidiary Denso Wave in 1994 to track vehicles during the manufacturing process, this two dimensional bar code has been hailed as the savior of print, marketing budgets, and the ever-dwindling use of online commerce.

Speaking through a translator, Denso Wave President and Chief Executive Officer Mitsuhiko Masegi, expressed regret in taking this unprecedented legal action, stating, “I regret taking this unprecedented legal action.” Masegi went on further to explain, “The QR (Quick Response) code was originally designed to improve productivity for manufacturers. We wanted to offer this tool as a way of helping businesses focus on streamlining their operations. Sadly, however, it seems people use it just to focus on their smartphones.”

Masegi noted increasing trends in the insulting use of variations of the code name itself into everyday pop culture. “The bastardization of this worldwide brand is totally out of control. Last week I read where Prince, who once, as the artist formerly known as Prince had an extremely poor experience using a symbol to convey a message, had re-released his hit single, Let’s Go Qrazy! And even one of my favorite American Country cross-over artists, Lionel Ritchie, has somehow re-created a new smash hit with the late Patsy Cline in a duet titled, Qrazy for You! In my honest opinion, this is just a bunch of Qrap! Uh, I mean crap!”

Masegi commented that most Americans don’t fully appreciate that value of QR Codes. He pointed to a recent study that claimed QR codes were dead in part because only 21.5% of American college students were able to recognize a QR code. Masegi responded, “That’s still higher than the percentage of American college students that can actually read. ‘Nuff said.”

Further evidence of corporate QR code misconduct can be found in names of entities and services providing guidance on this now obsolete code. QReateandTrack, BeQRious, TrakQR are just a few of those domain names that will have to consider their response to this cease and desist action.

Citing what he called egregious usage flaws and borderline usage stupidity, Masegi relayed these most offensive trends he has witnessed –

Codes placed along posters and turnstiles in subway stations, where there is no connectivity.
Codes placed on billboards located on interstate highways. Many of these are PSA type billboards encouraging drivers NOT to text and drive.
Codes tattooed on the lower back of college coeds. So low in fact that you really can’t get a good scan unless they are in beach attire, in a very skimpy bikini.
Edible QR codes.

In reference to the last offense, an obviously agitated Masegi noted, “Who in their sane mind would eat a QR code? Even with liberal amounts of good saki, that makes no sense to me.” Masegi offered the photo below as proof of the ongoing insanity.

Ironically, Masegi pointed out that when one scanned the original QR cupcakes above, on what are now popularly referred to as QRupcakes, the end user simply received the message, “Bite Me.”

And apparently, that is what triggered the current legal action.

Happy April 1st, 2012!

QR Code is registered trademark of DENSO WAVE INCORPORATED.

Paul Strack, CustomXM

@pstrack

Marketing, Networking & BBQ!

Thu, 22 Mar 2012 11:33:54 -0500

One of my favorite aspects of small business ownership is the flexibility to be able to do things out of the norm, away from the daily routine, while hopefully bringing value to clients and prospects. Our quarterly Lunch & Learns are a perfect example of this. Over the past two years, we have had the opportunity to explore the latest in marketing trends from social media to location and mobile marketing and all things in between. We’ve received great feedback from our attendees, and have tried to tailor our programs to help meet their needs. And of key importance for me, we’ve had fun doing it.

Being a borderline “ham”, I always enjoy the role as a presenter. On other occasions when we bring in guest experts, I find equal pleasure in playing host to our many guests. Next Thursday, March 29, I have the pleasure of welcoming back to Little Rock my favorite Bostonian, John Foley, Jr. John was with us just last June, but so much has changed in these past 9 months that we’ve asked him to come back for an encore presentation. He will be presenting his “State of the Union” of social media and mobile marketing. Here are just of a few of the challenges and questions he will be addressing:

Are the social and mobile channels actually working for marketing efforts?
Are customers and prospect benefitting from all the available mobile interaction?
Are businesses actually improving revenue by spending more money in these areas?

You may be familiar with some of the topics, and some may be completely new to you. Either way, I guarantee an informative, entertaining 90 minutes chock full of marketing takeaways. Throw in a catered lunch, it is the best $10 business value in town.

If you are not familiar with John, or want to hear a little more information, take a look at this video:

So if you are involved in marketing, or enjoy new trends and technology, or are looking for a networking opportunity and a great lunch, please join us on March 29th.

I look forward to seeing you next Thursday.

Paul Strack, CustomXM

@pstrack

Holiday Procrastinators Will Pay!

Tue, 08 Nov 2011 17:02:00 -0600

How many times have you let this happen to you:

It’s early fall and you are thinking about this year’s Holiday Greeting cards. You have your list of family, friends and worthy recipients in mind. You think how unique and uncluttered it would be to send a Thankgsiving Day greeting card.

But time slips away.

Veteran’s Day is certainly a card-worthy holiday, but the card selection is not in abundance.

Time marches on.

Chanukah seems to go on for days, Christmas is gone before you know it; Kwanzaa seems festive enough, but then it is so close to the Official New Year’s Greeting Day. So overdone.

So you panic, and instead, you do nothing.

Ahh, but there is a light, or a holiday, at the end of the tunnel. Nothing says We Are Thinking of You During This Holiday Season like a well worded, well timed, Valentine’s Day Greeting Card.

But this year, if you follow this path, it will cost you.

The USPS is officially raising single piece postage rates effective January 22, 2012.

Some of the more more noticable increases that will affect the Greeting Card givers are:

Letters (1 oz.): 1 cent increase to 45 cents
Letters additional ounces: unchanged at 20 cents
Postcards: 3 cent increase to 32 cents
Letters to Canada or Mexico (1 oz.): 5-cent 85 cents

Prices will also change for other mailing services, including Standard Mail, Periodicals, Package Services. The increases for these vary according to a variety of laws, inflation and the Consumer Price Index.

So, what does this all mean for your Holiday Greeting Cards?

Finish them! Now!

And let us know if we can help in any way.

(A special thanks to Hilary DeMillo @hilarydemillo for allowing us to use the photo above. The vintage stamps bring back fond memories.)

Happy Thanksgiving!

Paul Strack, CustomXM

@pstrack

Hot Dog Marketing

Wed, 26 Oct 2011 09:48:23 -0500

While we always try to have informative and engaging speakers for our quarterly Lunch & Learns, we certainly received a bonus in the local celebrity of Hot Dog Mike (@hotdog_mike). In continuing with our theme of True Confessions - Real Life Stories of Marketers in the Digital Age, Mike had the daunting task of addressing our fourth marketing point - Something Blue.

No, he was not going to talk to attendees about anything that was particularly depressing. Instead, he was going to share his experiences using social media (Facebook and Twitter) to promote and grow his business. How is this something blue? You see, both Facebook and Twitter icons are blue in color.

Any good marketer knows that one of the first rules of engagement is Know Thy Audience. In other words, who fits your demographic profile? When posed with that question, interestingly enough, Hot Dog Mike responded, “My demographic is shockingly, everybody.” Man, woman, child. Politicians, lawyers, musicians, student, librarian, police officer. You name it, they (we) all gotta eat, right?

So how and why did he use social media to engage with this vast demographic audience? Surprisingly, in the beginning, Mike wasn’t a big fan of social media. But he did realize that in order to promote his product (in other words, he needed to market), he had to use a mechanism to help spread the word about what he was all about. And social media tools fit that need.

Takeaway point - communicate your message using the tools that your target audience prefers to use.

Mike also realized that social media was an excellent tool to use for listening to his prospects, and his potential audience. And because it is a conversation, a dialogue, Mike used this tool to engage with his audience.

Takeaway point - A successful marketer must use available channels to engage, interact, and react with his or her audience.

After establishing his internet presence using Facebook and Twitter, Mike began using these tools in a manner that fit his personality. Yes, he is certainly about food, but he is also about his community, and he was looking for ways to incorporate ways to use his food truck to give back to the community. Again, his engagement with his audience allowed him to achieve these objectives. Mike explains “my brand is me,” so all things related to social marketing are handled by Mike himself. That way he is certain that it has his look, his voice, his feel.

Takeaway point - In matters of social media marketing, be yourself. Be transparent. People generally prefer to engage with a person as opposed to a brand.

So there you have it, marketers in today’s digital age continue to use Something Old (direct mail), Something New (QR codes, pURLS), Something Borrowed (communications) and Something Blue (social media) in a variety of ways to ensure their success. Cross media and multi-channel marketing tools provide for more effective ways to help you Market Smarter.

Paul Strack, CustomXM

@pstrack

True Confessions - Something new for Better Beginnings

Wed, 12 Oct 2011 15:18:00 -0500

Continuing our recap of True Confessions exposed during our Lunch & Learn held September 29th, it’s time to hear about Something New. And how appropriate it was for to hear from that sharp, young up-and-comer from The Communications Group, Jason Brown (@JBrown935). Jason spoke to the audience on how Something New – QR codes, personalized URLs (pURLs) and microsites helped his client educate childcare providers about the resources now available from the Arkansas Department of Human Services (DHS).

DHS was participating in the Arkansas Early Childhood Association Conference. Their goal was to introduce “Better Beginnings,” the new Quality Rating Improvement System for childcare providers.

Jason explained that his client desired a campaign that would:

Drive conference attendees to the DHS booth for the purpose of introducing the new childcare rating system
Assist in educating attendees about online resources that are available to assist them in meeting Federal Standards for childcare providers
Gather valuable data about attendees’ knowledge and awareness of the new regulations through a list of survey questions.

Takeaway point: Before embarking on any marketing campaign, clearly identify its objectives.

To help achieve these objectives, 900 cards were distributed to all attendees. These cards included both a QR code and a unique URL that encouraged respondents to visit a microsite to learn more about the DHS program. An additional option of taking the card to the trade show booth was offered as well.

Takeaway point: Always include multiple response mechanisms to make it convenient for your target audience to respond.

To encourage participation on the online survey, a prize was offered to all who completed the survey and redeemed the resulting coupon at the tradeshow booth. All participants who entered received a note pad and were included in a drawing for one of four iPod shuffles. The response was quite overwhelming – over 280 people completed the survey and visited the DHS booth during the tradeshow.

Takeaway point: People like to get stuff – no matter how small. Give people an incentive to respond to your call for action. And then reward them for doing so.

Jason explained that not only was this campaign successful based upon the objectives outlined above, it proved valuable for obtaining additional information that will be used in future educational outreaches to childcare providers.

So, as True Confessions in the marketing world continue to evolve, don’t be afraid to try something new.

Next up, Hot Dog Mike shows his success with Something Blue.

Paul Strack, CustomXM

@pstrack

True Confessions - That Dinosaur will Hunt

Mon, 10 Oct 2011 10:26:00 -0500

We recently hosted our quarterly Lunch & Learn, and as always, the speakers and topics provided a cornucopia of marketing morsels. Titled True Confessions – Real Life Stories of Marketers in the Digital Age, it actually turned out to be more of a something old, something new, something borrowed & something blue- type event.

All in attendance seemed to be in agreement that marketing communications – the art of telling a story, promoting a product – is certainly an activity that is borrowed. It’s nothing new really. It’s just that now, there are so many more techniques available that allow us to be more effective in how we do it.

Brian Bush of Stephens Inc. opened the presentations with the discussion of something old. And no, it had nothing to do with Brian himself. Brian told the story of how Direct Mail, that dinosaur of direct marketing, is leading to success with his target market. Here are some of the nuggets he shared:

Because of its strong brand awareness, Stephens has never really felt the need for a direct marketing campaign. So this direct mail approach was certainly a new endeavor.
Along these same lines, because of the Stephens brand and image, Brian said that many investors believed that they did not possess the wealth necessary to be worthy of being a Stephens’ client. Takeaway point: There is often a disconnect between how you perceive your brand, and how prospects perceive your brand.
Brian also shared that the first approach to the carefully selected database was a direct mail campaign that drive respondents to landing pages (pURL campaign). While it did have some success, more respondents preferred to contact Brian via phone or email, rather than online. Takeaway point: Know your audience and learn how they prefer to communicate. Today’s marketing tools allow you to do that quite effectively.
Because of the lack of response to the actual PURL campaign, that particular response mechanism was eliminated in future mailings. Takeaway point: Measure your results, not only to repeat methods that are successful, but to eliminate those that are not.
Finally, Brian touched briefly on the design aspect of the marketing pieces. While a flashy, engaging, even humorous approach was briefly considered, it was decided to use a more corporate conservative approach. In today’s volatile stock market environment, an even-keeled, serious tone is more effective.

Or, to put it another way, Greg Henderson (@jgreghenderson), summarized this takeaway point best with a tweet: Old rich guys do not like color on their mail.

So while some may consider direct mail to be a dinosaur of available marketing channels, for Brian Bush and Stephens Inc., it still is causing folks to take notice, and react. And that is what good marketing does.

Up next in our True Confession series, we will learn how Jason Brown (@jbrown935) of The Communications Group used something new to attract attendees to its client’s trade show booth.

Paul Strack, CustomXM

@pstrack

Now this is how to use QR codes!

Wed, 17 Aug 2011 12:39:00 -0500

So much has been written lately about QR codes that I felt compelled to write our own Best Practices list for their use. But I always seemed to find excuses to overcome that compulsion. However, last night while begrudgingly shopping for a printer at the world’s largest retailer, which is something I rarely enjoy, I was able to experience many of these Best Practices first hand.

First, some background information - Oldest son is heading off to college. He needed a printer. Which one to buy? What accessories are needed? What bells and whistles are included? So, we stumbled across a printer with this QR code on the outer box:

These are the Best Practices I noticed:

1) Size and White Space. It was a nice size code, not too small, not to large. We recommend no smaller than 1”x1”. And note the white space/border around the edge. This helps insure faster and more accurate scan rates. Remember, white space is our friend.

2) I really like the instructional diagram. Remember, smartphone users and those that know what a QR Code is and how to use them are in the minority. For now, anway. We must continue to educate the public whenever and wherever possible.

3) Same as Number 2. Educate the user. They may be intrigued by the funny square graphic, but they may still not know what to do with it. One item missing here, in my opinion, is an instruction telling the user to download a QR reader if they don’t have one. Remember, users cannot scan a code if they don’t have a reader. Remind them that it’s a free download.

4) And going back the point that not everyone can scan a code: we suggest that you always provide the URL link in addition to the QR code. And in both cases, make sure that the QR code and the link is trackable!

So, I scanned the code, and where did it take me? Did it create added value for the end user?

Yes it did! First, the scan of the code directed me to a site that was optimized for viewing on a mobile phone! Beautiful. So many codes I scan do not do that! That is why we keep repeating the key component of successful QR code implementation: Make It Mobile Now! The quick scan gave me access to volumes of information about this printer that I could not find, or read, even if it was on the box packaging. Now let’s look at the next page on the mobile site:

It contained almost everything I needed to know about this printer. So helpful, and yes, it did create added value for the end user. It gave me something for my effort of scanning the code. That is a key best practice to remember - if a user will take the time and effort to scan your QR code, you MUST reward them with something of value. It can be a discount, an offer, humor, or just more information that is not readily available…but it must be of additional value. Give them that, and they will keep coming back.

We also always instruct our users of QR codes to measure the results. Make the link trackable. I couldn’t tell if these folks did that, but my guess is that they did. And in the end, I did give them the measurable results they were looking for: I purchased the printer.

For more information about recent QR code usage and demographics, click here.

And let us know how you see QR codes being used.

Paul Strack, CustomXM

@pstrack

Print Lives, But My Industry is Killin' Me. A Response to the Response to President Obama.

Thu, 30 Jun 2011 14:29:00 -0500

Those of you who know me personally know that when it comes to politics, controversy and even food, I am pretty much like Switzerland. I try not to offend, and not be easily offended. I typically remain neutral. Industry communications over the past week, however, have caused me to become a little more outspoken.

In one instance, one of our trade associations issued a video response to cost cutting efforts by President Obama in his attempt to eliminate wasteful printing.

In another episode of outrageousness, our industry produced, and in my opinion, regrettably shared, a video titled “The Sexy Side of Print.”

I realize our industry has struggled, but there seem to be better ways to promote our efforts than these two examples.

Below is my video response to the first action that brought me out of neutrality.

Here is the video reply to the President’s message that prompted my response:

Here is the link to President Obama’s video. For some reason, I was unable to embed it properly here.

I am still too disturbed by what I saw on the “sexy print” video to have formulated a response to that!

Good Grief! Another On-Line Relationship Exposed!

Mon, 13 Jun 2011 10:01:00 -0500

It started innocently enough, as do most on-line, long distance relationships. One evening after hours, I was alone in my office surfing the internet, and came across this website that was truly engaging. It seemed to offer something that I had been missing.

So I explored further, digging deeper into the background. I reacted to what I saw. Making sure it was a match I felt comfortable with, I shared some information, and inquired further. Then there was reaction on the other end. Some emails quickly followed; some even contained very interesting attachments. All very good stuff. Then along came Twitter and the relationship blossomed. The messages were delivered timely, and all seemed to be speaking personally to me. As the inquiries intensified, so did the responses to them. Email, direct mail, text messages, and yes, even that first, somewhat nervous “live” phone chat.

Our much anticipated face-to-face meeting came during a conference, in a restaurant near Chicago’s Midway airport. As expected it was slightly awkward at first. But then, because we had developed this relationship on-line, meeting in real life only confirmed the fact that this was bound to happen, sooner or later:

I invite you to join my friend John Foley (@johnfoleyjr) for our next Lunch & Learn series on Thursday, June 23rd from 11:30 - 1:00. This exciting session will introduce to you the best methods of a multi-channel marketing approach to increase your marketing effectiveness. Register here.

In the meantime, since John will be visiting us from Boston, he wants to make the most of his Arkansas experience. He has already expressed a desire to experience a HubCap burger. What suggestions do you have?

The USPS is trying; really they are...

Thu, 26 May 2011 14:44:12 -0500

The financial struggles of the US Postal Service have been well documented, and the news for this year hasn’t seemed to improve any. In spite of its marketing success, direct mail volumes have continued to decline. And yet, we see this as good news!

How is this good news? The dire situation of the USPS is bringing about a new way of thinking within some areas of its operation. The Postal Service is trying to rethink and retool its current business model and is making strides in trying to be more customer-friendly. And like businesses in the private sector (us!), they are looking at ways to grow by implementing innovative programs.

Two of its newest programs provide excellent, simple, and affordable marketing opportunities for small businesses. And in spite of the decline in direct mail volumes, the effectiveness of direct mail marketing campaigns continue to breed success.

Here are two of the programs that we encourage businesses to consider:

Every Door Direct Mail

This program is actually a rebranding of the Simplified Addressing Process, but it is worthy of a look. In its basic form, Every Door Direct Mail lets business saturate an entire residential zip code (or zip codes) with qualified mail pieces for as little as 14.2 cents postage per piece. Additionally, the pieces can be mailed without applying individual names and addresses, allowing users to easily target a specific geographic area.

So imagine you own a restaurant, a dry cleaner, an auto dealership, an apparel store or a fitness center. You have a special event, offer, or program you need to spread the word about. You want to specifically target residences in nearby zip codes. And you want to target EVERY SINGLE RESIDENCE. This program is ideal. No databases or mailing list required. No addressing or labels. And all at a single piece postage rate as low as 14.2 cents each.

One caveat with this program is the unusual mailpiece size that is required to qualify. By definition, it must be a “flat” or “parcel”. Some common sizes in this category are: 6.5”x9”; 6.5”x11” 8.5”x11”. Pricing for turnkey implementation of this program can be found here.

For more information, you can visit the USPS site, or contact us and we would be happy to help implement a program for you.

Summer Sale & Mobile Barcode promotion

We mentioned this last week, but it’s worthy of another look.

For a while we’ve been talking about how QR codes can be used to help bridge the gap between the physical (printed) and the digital worlds. These 2d mobile barcodes help make the printed piece more engaging, and often more relevant for the targeted recipient.

Recognizing this, the USPS is offering a Summer Sale on qualified mail pieces that contain a QR code. During July and August, you can save 3% on postage on Standard and First Class letters, flats and cards that include a QR code that can be scanned and read by a smartphone.

We go into a little more detail in this recent blog post.

Double Whammy

For those adventurous and somewhat spontaneous businesses, you can actually take advantage of BOTH of these USPS programs. A qualifying mail piece – flat – that is distributed using the Every Door Direct Mail process that is printed with a QR code, may qualify for a 3% savings off the 14.2 cent mail rate.

Yes, the USPS is struggling. And out of its struggles come opportunities for business to enhance their marketing efforts in an inexpensive, and effective way. It’s worth a look.

It's Official - USPS Says QR Codes are Hot.

Thu, 19 May 2011 15:48:46 -0500

It’s Official! The Postal Regulatory Commission has approved the USPS 2011 Mobile Barcode Promotion. And it’s not just any barcode we are talking about. Of course it’s our beloved 2d codes commonly referred to as QR codes. You know, those quirky little pixilated squares that are popping up in magazines, on products, and yes, in direct mail.

For a limited time, from July 1 through August 31, 2011 the Postal Service is offering mailers an upfront 3% discount on First-Class and Standard Mail letters and flats that include these mobile barcodes. And unlike other promotions offered by the USPS, this one is pretty straightforward and available to most all mailers and marketers.

To qualify for this Summer Sale, these guidelines apply:

Mobile barcode must be two-dimensional and readable by a mobile smartphone. One dimensional barcodes do NOT qualify.
Mailing documentation must be submitted electronically and postage must be paid using a Permit Imprint. Current electronic submission methods include: Mail.XML, Mail.dat and Postal Wizard.
Participating mailers will be required to affirmatively claim this promotion in electronic postage statement submissions, certifying each mailpiece contains a mobile barcode either within contents of mailpiece or on outside of mailpiece.
All mailpieces in a mailing statement must contain a mobile barcode.
With the exception of IMb full service discount, only one incentive per mailing will apply.
Mobile barcode must be used for marketing and advertising purposes. Mailpieces containing mobile barcode that convey information about the postage value, destination, sender and machine serial number for security do not qualify.
And to make it even more appealing, Non-Profit mailers are eligible for the discount as well. (They were excluded from the original proposal.)

So why the Summer Sale?

Like so many marketers are currently doing, the USPS wants to take advantage of the recent buzz being generated by QR codes. The Postal Service sees the use of these codes as a great way to link the physical and digital world of direct marketing, and this gives marketers another opportunity to include them in their marketing strategy. Additionally, the Postal Service hopes to demonstrate to mailers how this tool can increase the value of direct mail.

If you need a little more detailed information on this promotion, go here.

If you would like more information on marketing uses for QR codes, please contact us and we would be happy to discuss ideas with you.

Move Over QR Codes; There's Some Thunder from Down Under

Fri, 01 Apr 2011 10:36:47 -0500

While still reeling from yesterday’s announcement that Google killed the QR code, even more disturbing news will come out of Australia tomorrow (due to the time zone difference) about the future of our 2D friend. For the unwashed, a QR, or Quick Response code, is a two-dimensional bar code that bridges the gap between the physical (printed) world and the digital world.

I subscribe to an obscure Australian blog entitled G‘day Print. It’s a cutting edge blog devoted entirely to the proliferation of print in the land Down Under. Recent topics described success stories using innovative printing techniques to increase attendance at local footy matches and green printing initiatives used in Fairy Floss packaging.

The latest entry that caught my attention was a digital code that was not only as innovative and fast as QR codes, but even more powerful than the up and coming NFC (near field communication) technology, called PDQ codes. (After doing more digging, I found the PDQ moniker is only temporary, meaning Pretty Damn Quick). The codes are flexible enough where size doesn’t really matter. They can be printed on the largest pair of daks, or the smallest of Australian rubbers. But the most amazing facts about these codes are that in addition to becoming as ubiquitous as QR Codes, they have the ability to be specifically targeted for different market segments, and they have the ability to function way out in the Woop Woop where there is little or no connectivity.

As a paid subscriber to the G‘day Print blog (These mates are crafty with their pay wall restrictions), I was able to obtain some yet unreleased information about the first attempt at a targeted PDQ code.

So consider this…you have a code that is extremely easy to scan by phone, or if there is little or no connectivity, scan via THE HUMAN EYE, instantaneously giving you the immediate information you need to engage, react, or interact. The paid sneak preview of this code allowed me to view one targeted specifically for the health care industry, the outdoor game acquisition industry, and the higher-end retail industry.

Imagine this:

The code for the health care industry assists medical professionals in immediate identification of a patient’s area of need.

The code for the outdoor game acquisition industry enables users to increase their effect ROI.

And the code used for the higher-end retail industry gives immediate notification of a more hip, cooler experience than your average discount retailer.

Amazingly enough, all of this is accomplished with a single code.

Paul Strack, CustomXM

If It's Good Enough for Google...

Wed, 30 Mar 2011 13:13:08 -0500

I admit it, when it comes to direct marketing, I’m drinking the Kool Aid. After all, it’s what I do. It’s my livelihood. So when I attend seminars on the benefits of direct marketing, it’s easy for me to get excited to learn about the opportunities that can benefit our clients. Admittedly, I am somewhat biased.

And when I hear vendor partners like Kodak, Xerox, and even the USPS tout the benefits of direct marketing, even someone as jaded (and as old) as me can often lose sight of the fact that they are trying to sell me something. But when I take a step back and look at the facts it becomes obvious that today’s tools can combine for some incredible direct marketing campaigns.

Consider that according to a 2010 DMA study every dollar spent on Direct Marketing returned $11.73 in revenue. And the beauty of today’s direct marketing tools is that now, more than ever before, marketing budgets can be used to produce measurable results – orders, leads, traffic, etc.

What is it that is driving this direct marketing success? Is it about being social? Is it about being viral? Is it about being mobile? Certainly this all comes into play, but more importantly, it’s about the data we now have access to via these channels. Data provides us the opportunity to get personal with our clients and prospects. Good marketing is all about conversations. Good data, and the various channels we have, makes these conversations possible.

But why take my word for it?

I recently received not one, but TWO direct marketing campaigns from GOOGLE. Yes, the behemoth of on-line advertising sent me offers via DIRECT MAIL.

One was addressed to “business owner”, but the other, using better data, was addressed to me personally. And it followed direct marketing best practices: it was designed to generate a response; it has a clear and obvious offer; it calls for a specific action; and that action would be entirely measurable.

Will I accept the offer? Probably not. I will continue to rely on our own Direct Marketing techniques. After all, if it’s good enough for Google…

Paul Strack, CustomXM

Here’s an interesting infographic showing the history of...

Mon, 14 Mar 2011 12:52:19 -0500

Here’s an interesting infographic showing the history of Print. And all on one page!

Visual Loop

Integrating Media Luncheon -- All About LBS

Thu, 17 Feb 2011 15:24:16 -0600

No, we’re not talking about some new religion or an old president. Our next Integrating Media luncheon is all about Location-Based Marketing.

Or Social Location Marketing.

Or Location-Based Services.

WHAT DOES THIS EVEN MEAN? IT’S SO CONFUSING!

Which is why you need to come to our Lunch & Learn on Wednesday, March 2, at 11:30 at the North Little Rock Chamber of Commerce.

If you’ve ever attended one of our previous events, you’ll know that we love to take the newest, most cutting-edge integrated marketing tools and help you understand not just what they are, but what they can do for your business. At this seminar, we’re going to be talking about all the new LBS services — Foursquare, Gowalla, Whrrl and more — and how any business can use them to increase traffic, market to various demographics and even improve operational efficiency.

We’re excited to have Simon Salt, author of the new book Social Location Marketing, stop here during his book tour to share his knowledge on the topic. As the CEO of Marketing Communications Agency IncSlingers, he has a lot of knowledge to share. And advance praise for his book has come from some of the most highly-regarded names in marketing and social media.

This seminar is $10 in advance, $25 at the door. But here’s the best part — if you are one of the first 25 people to register, and if you then attend, you’ll get a copy of Simon’s book free.

So register now. Why spend your lunch hour hunched over a boring bowl of soup at your desk when you can come enjoy a good meal, network and pick up some great tactics for improving your business?

Viva Las Vegas (and Print)

Fri, 04 Feb 2011 13:50:00 -0600

This week I attended the PODi AppForum conference in Las Vegas. In addition to attending for my own edification, I was fortunate to be invited to present a 3 hour session on my experiences as a business owner involved in Social Media. Since speaking for 3 hours about anything seemed quite daunting, I was excited to have Amy Bradley-Hole (@amybhole) and Bryan Jones (@bryanjones) join me for this presentation. More on this later.

This conference was focused on the future of our industry. And much of what we heard is nothing new for our, or any industry. But it did reinforce the concepts and goals where we need to continue to focus:

The economy is coming back, but not to where it was before the Great Recession.

Customers want speed, convenience and ease of use when purchasing products or services.

In order to be effective in marketing and sales, you must know your audience.

We are a mobile society, and this will continue to dictate our product offerings.

Super efficiency in business operations is a requirement.

The challenges continue, but so do the opportunities.

Now back to the presentation with Bryan, Amy and myself. Titled “Social Media for Business,” we took the attendees on a journey of how to use social media to tell your story, create and market your brand, and measure the results. All good stuff, no doubt.

But the highlight (lowlight, maybe), or most talked about part of the presentation, came during my portion. While advancing my slides, an annoying virus alert continued to display on the laptop provided. During one point in my efforts to clear it, a porn site immediately popped up for all attendees to see. I’ve never received such an ovation! Here’s a sampling of some of the Twitter commentary on that:

Oh well, what happens in Vegas, never really stays in Vegas.

Postal Rates to Change April 17

Thu, 13 Jan 2011 16:53:00 -0600

At least they will wait until after the April 15th Tax deadline. (Or so I thought…I was informed that the April 15th tax deadline falls on a holiday, so it will be extended until April 18th.)

In an effort to introduce a “new climate” in customer relations, US Postmaster General Pat Donahue met with mailer groups today to inform them of impending postal changes.

Simply put, this means that effective April 17, postal rates will increase.

On the upside, these changes will not affect the prices for Express Mail, Priority Mail, or single-piece First Class letters. (Postage for these letters will remain unchanged at 44 cents for retail customers.) However, postcard rates will increase by one cent to 29 cents.

Other categories of presorted mail will see price increases as well.

Finally, the original May 2011 deadline for mandatory Intelligent Mail Barcode implementation is no longer in effect.

And of course, all of this is subject to approval by the Postal Regulatory Commission.

For more information, or questions about how we can make your mailing campaigns more effective, please contact us and we will be happy to provide assistance.

The Obligatory 2010 Review - with a Twist

Wed, 29 Dec 2010 12:51:05 -0600

(NOTE: Our resident graphic designer, Lisa, also publishes our internal newsletter. She has a knack of entertaining us all with her unique sense of humor and perspective on company events. So rather than me writing a retrospective review of 2010, I wanted to share Lisa’s recap of 2010 that she included in our recent newsletter.)

What a year, huh? In spite of our vow not to participate in the recession, unfortunately some of our clients did, so sales were not as stellar as we would have liked. But it was still a good year, and we are staying busy.

Besides the 16 PIAS awards, and the five NAQP awards, we received a new honor for us - Arkansas Business’ - Business of the Year (Category 1) award. I think we will all always remember the thrill of our name being announced the winner!

In April a security door was installed at the front door to keep out unwanteds! Customers are supposed to buzz in and then push the green button and the door simultaneously to exit. It’s amazing how such a simple concept can be so confusing! Several customers have almost pulled their arms off trying to get in, while others don’t have struggled greatly to push the green button and the door at the same time!

The Dino Dash was a new event. We had such high participation we won for the largest non-school team. The prize has yet to be claimed - a night out for a private party at the Museum of Discovery. We have until May, so we might need to schedule that!

The Travs game was fun - always nice to spend time with the kids!

We participated in the Chamber’s Bowling After Hours again this year. We looked awesome in our bowling shirts - unfortunately the judges didn’t agree and gave the prize for best shirts to some unoriginal, boring shirts.

In September, Paul made a decision that effects his bottom in more ways than one! He decided his bottom was sitting upstairs every day! And walking up and down those stairs is giving him tight “calves”.

Sandy moved into Paul’s old office - just took her sixteen years. She loves her new office and hasn’t let the corner office go to her head - she still talks to all of us little people!

December brought the Christmas Party. We had a great time — more details on the back page (not available for viewing here!)

Overall, it was a good, solid year and we have high hopes for 2011!

Thank you all for a successful 2010. Happy New Year!

Christmas Cards Through the Years

Wed, 22 Dec 2010 15:59:00 -0600

As a practitioner in the graphic arts, I feel it is my sworn duty to annually produce and publsh our our family Christmas cards. And I continue to do this, much to the chagrin of my beloved family. So today, I invite you to take a look at Christmas cards past. You will get a glimpse into our family, and my strange sense of Holiday Humor.

2002 - It’s Ornamental

Nothing really original here. We have four children, how do we include them all in a holiday card? Oh yeah, silly hats and include them as ornaments. All together now…Awww.

2001 - I Heart U

While we always had the best intentions, timeliness was not always one of our strengths. We had the perfect photo: All 4 children sitting, calmly reading “The Night before Christmas.”

That, of course, made for our first and only family Valentine’s Day Card.

2004 - Rock You Like A Hurricane

Our family motto is to never let the chance to rekindle the memory of a natural disaster get in the way of a good Christmas card:

2003 - Over the River

Family vacations always offer the opportunity for that perfect group photo. Even if the entire family is not present. Notice how we “photoshopped” in the girls? Our youngest knows that you would never, ever wear a tiara while whitewater rafting!

2008 - Let the Pun Begin

At some point, I thought that the use of puns would be a nice addition to our annual greetings:

2009 - More Pun Intended

Last year, we continued our use of puns, although this card had assistance from others as well:

And now, what about the card for Christmas 2010? Heck, it’s only December 23! You cannot rush creativity!

Wishing all of you the Best of the Holiday Season. Merry Christmas and Happy New Year!

Paul Strack, CustomXM

The Power of a Bookmark (Part Dux)

Thu, 16 Dec 2010 10:56:00 -0600

So you read Amy’s story about the power of her printed bookmark. Well, now it’s time to hear about the real, behind-the-scenes drama of that project. Most of what I am writing is based solely upon memory that is now 6 or 7 months old.

Production of the bookmarks went smoothly. We designed and printed it according to Amy’s specifications. The only stipulation was that the bookmarks had to arrive at a Scottsdale, AZ hotel by Saturday, the day before Amy’s big presentation. No problem, right?

So let’s move forward to Saturday night. It’s a nice evening in Arkansas. Rather muggy for spring, but still, a normal evening, with our typical Tornado Watch weather advisory. It was “date night” for my wife and me. I think we try this at least twice a year. The boys were gone somewhere (doesn’t really matter where), and our daughters were staying with my folks. So date night it was.

We chose to go see the Tina Fey/Steve Carell movie, Date Night. (See, I told you we don’t do this very often.) So we head to the Chenal 9, buy our tickets and popcorn, and settle in for an intimate night out alone.

Then, as if on cue, the weather sirens resound through the theatre. Spring thunderstorms begin their all too familiar trek across the central part of our state. For most, the sirens mean that a Severe Thunderstorm Warning, or a possible Tornado Warning has been issued. For me, the sirens are a precursor of impending mayhem and pandemonium. You see, our 13 year old daughter has an unparalleled fear of tornadoes. No matter what we say or do, she is certain that every tornado is tracking directly toward our house, or wherever she may be located at the time. Since my wife and I were out, our daughter chose her favorite communication method to calmly discuss the certain doom that lie ahead.

And about that same time, another siren went off slightly further West. That would be Amy. She just came to the realization that her bookmarks had not been found by the hotel staff. And her presentation was the next day.

So here are some of the emails/text messages I received during this rare, carefree night out with my lovely bride.

Text from Daughter (TFD): Dad, the sirens are going off!!!

Email from Amy (EFA): Dude, don’t want to alarm you, but they can’t find my bookmarks!!!

TFD: Dad, are we going to die?

EFA: If they don’t find my bookmarks, I’m gonna die.

Quote from Movie (QFM): He turned the gun sideways! That’s a kill shot!

TFD: Dad, is the tornado heading our way?

EFA: Dude, are the bookmarks heading this way?

TFD: Dad, the sirens are really loud. I’m scared.

EFA: Dude, I’m about to scream really loud. The bellhop looks scared.

Lady Sitting Next to Me (LSNTM): Sir, that cell phone is rather annoying.

So at this point, I try to comfort all the women I currently have a relationship with. I leave the theatre to carry on my on-line conversations. I tell my daughter that no, the tornados are not heading our way. (I did check the radar, and I was not telling a lie.) I told Amy that I was certain that we shipped the bookmarks to the correct hotel and I was certain that they were there somewhere. (I did call a staff member at home on a Saturday night, she did confirm, and I was not telling a lie.)

And yes, I will take my wife out again. Sometime. In the meantime, we’re gonna rent Date Night.