Springing Forward

At BPI Media Group, we are springing forward with many of our customers. Together, we're streamlining ordering processes for collateral materials, utilizing print on demand and versioning and maximizing cross-media efforts to get customers the maximum ROI.

Springing forward to BPI means getting ahead...with our customers and with technology. Tech changes happen so quickly, that it seems like an app needs updating as soon as you've downloaded it. We're working to not only "keep up" but also to be a leader in our industry by offering things such a Insite proofing, flip books, custom pantone-mixing technology and reporting/dashboards for both cross media and web to print.

So, how does all this help you, BPI's customers? It means BPI has made the investments to offer you the very best and most efficient means to market your company and help you grow with us. We offer the very best from customer service to order tracking. I'm not just saying that because I work there...I'm saying that from experience because I was a BPI customer first.

Until next time...Elizabeth

Put Your Name on It!

I have to admit, when I get a piece of mail that has my name on it (besides in the address block), I get a little giddy. I love to see that marketers are using variable data to communicate with me 1:1. Now more than ever, it is imperative for companies to target their customers and prospects with a relevant message. What's more relevant than calling me by name and having a message that's tailored just for me?

Here are a few ways BPI Media Group can help you embrace 1:1 communications in your marketing plan:

• Variable Data on Direct Mail Using Digital Printing
• 1:1 Conversations via Personalized Landing Pages (aka pURLS)
• Data Segmentation to Create Relevant Messaging
• Versioning Collateral to Reach Different Groups of Customers and Prospects
• Cross Media Integration (such as QR Codes, eMail Marketing, Special Offers/Coupons)
• Personalized Give-Aways or Promo Items(think a personalized iPhone cover with your top prospects/customers' names to show you value their business)

Here are a few more examples of how you can create customized messaging to reach your customers and prospects with the most direct and relevant messaging.

Until next time...Elizabeth

Power of Proof

If you're like many customers and prospects I call on, you may be a little skeptical of change and relinquishing control of print ordering to your reps, branch locations or regional offices. That's why I wanted to share this case study with you to show you how well it works and why. My hope is that after reading this case study, you'll feel a bit more confident in why a web-to-print system with BPI Media Group can be the best decision you make in 2013!

This case study by PODi shared by Print in the Mix shares a tremendous example of how an organization benefits from engaging their print partner and utilizes a web-to-print system. Putting this system in place allows the following:

• Gives corporate a means to maintain brand consistency
• Allows branch locations to customize the collateral to their location
• Provides a way to manage print-spend budgets for each location
• Gives corporate a dashboard to download and/or review all order history
• Allows for order approval process if needed
• Streamlines ordering process of marketing collateral
• Allows for versioning of corporately-branded materials
• Provides a an easy-to-use interface for users
• Utilizes templates from which locations can choose
• Takes advantage of print on demand for short-run needs
• Choose from options of customization to best fit your company's needs

For an online demo of how a web-to-print system can work for your company, drop me a note. We'd love to show you how this can simplify your print management of your marketing collateral, stationery, business cards and even promotional items.

Until next time...Elizabeth

Find Your Customers

Part of what we at BPI Media Group do is help our customers to find their customers. How do we do that? There are a number of ways we can help you identify your top prospects and potential customers, but the most comprehensive way to isolate these folks is by using data analytics. Data what???

Together, with our customers, our team discusses who the target actually is for your product/service. We run data metrics against your current customer list to find key qualifiers. These reports break out the prospects into categories and subcategories, so you can see the segments to whom you need to be marketing. The reports we can provide to you are very thorough and offer a wealth of insight into subsets of potential customers that you may not have even realized were prospects before.

Once these groups of potential customers are identified, we can help you narrow down what size of a campaign you'd like to do (local, regional, national, etc) and what type of campaign you'd like to do based on who the prospects's demographics. For example, if the prospects are 16-25, you'd most likely want to reach out to them incorporating online and social media channels, but if the prospects are 65+, direct mail may be the better option for reaching them. Regardless, we can help you version the pieces to better speak to the recipients and use the proper channels based on their age, lifestyle, buying patterns, etc.

If you'd like to know more about how BPI can help you with your marketing plan and identifying qualified prospects, feel free to reach out to me. We'd love to help you find your next customers!

Until next time...Elizabeth

The Magic Number Nine

While working out at 9 Rounds this morning, it occurred to me that this circuit workout is very much like sales and marketing. Just like a single exercise only works one part of the body (such as arms or legs), a single marketing message doesn't work on all customers and prospects. Staying in shape is hard work, but with a smart plan, reaching customers and prospects doesn't have to make you break a sweat.

Some say it takes 9 touches to get an action from a customer or prospect. Here are a few touches you may want to consider adding to your marketing mix. I know we at BPI Media Group are including these:

1. Personalizing your direct mail (Click here for stats on the growth of this trend.)

2. Including a landing page to track and gather more data from respondents.

3. Pairing an email with direct mail.

4. Versioning your message based on segments of your market or list.

5. Sending out a "lumpy" mailer instead of a flat.

6. Adding a QR code to your mailer, catalog or in-store display.

7. Highlighting your call to action (donate, register, purchase, etc).

8. Updating your website or improving your SEO, so when customers or prospects visit your site, it is an easily-navigated and pleasant experience.

9. Trying augmented reality or NFC if it makes sense with your product or service.

Just like mixing up my workout each time with nine different exercises (jumping rope, crunches, punches, kicks, push ups, etc), I am working on getting in better shape. Now, I'll apply these nine suggestions above when reaching out to prospects and existing customers to see if I can get in a more "fit" sales condition. Let me know how this works for you!

Until next time...Elizabeth

I'm new to twitter, so please check it out & follow along if you'd like.

Put Your Marketing on Auto-Pilot...Let Your Data Do the Drivin'

If you're like most marketers I talk to, sorting through the data and figuring out who should receive what marketing messages can be pretty overwhelming. It can literally make you want to scream and pull our all your hair. If this is you, I have a way that BPI Media Group can help you sort through the data and come up with a plan for versioning your marketing messages and improving your ROI.

Step 1: Analyze the Data. If you look at your customer or prospect lists closely, you will see patterns or segments that you can market to with version A. Then, you'll notice you have other segments--those would receive versions B or C of your marketing message. While the overall look and theme of all versions are similar, the message or offer is different based on the information you get from your data. This may be because of past buying patterns if you're B2C or based on past donation amounts if you're a non-profit. If you need help analyzing your data, BPI can help. We have the resources to break your data down into segments, so you can see the patterns and trends of your customers and deliver more relevant and communicate with them 1:1. What does that mean? A better return on your investment and an increased response rate.

Step 2: Communicate via cross media. Studies show that pairing online marketing with direct mail will increase your response rate, so think of ways you can incorporate your social media activities into your print. Promote your fundraiser or promotion on your facebook or twitter, but put that on your direct mailer. It makes it easier for folks to donate online plus they can share it with others who may want to participate in the fundraiser or promotion. It is also a good idea to pair email marketing with direct mail--your customers and prospects will be more likely to see and read your message if they have the option of reading it on or offline. If you need help putting together a cross media plan, BPI can help with microsites that capture the data of the responders to make following up easier.

Step 3: Create personalized, relevant messages. By using BPI's digital printing options, you can make each message speak specifically to that customer or prospect in a way that will help you get a better ROI whether that be through contributions or product sales. How do you do this? By listening to your data. Once the data has been analyzed, segmented and grouped, you will see how the message to these clusters of customers and prospects need to have their own message. A generic message or mass mailing just won't do the trick after you see the patterns in your data.

Don't take my word for it that these 3 little steps are all you need to do. Let BPI and me help you get your data in order, reviewed and broken down, so you can compile a killer marketing plan that will reach the variety of customers and prospects you never knew you had out there. Click here to see how an integrated campaign derived from analyzed data really worked for one college. They experienced a 1295.65% ROI. WOW! So, give me a call or leave a note here if you'd like to learn more about data analytics and how paying attention to something you already have can help you market smarter and improve your ROI.

Until next time...Elizabeth

I'm new to twitter, so please check it out & follow along if you'd like.