Velocity Marketing Asset Management

Month: September 2011

Follow the frog … no kissing necessary

Now that I’ve got your attention, let’s talk about the Rainforest Alliance, the green frog and sustainability. September 19 to 23, 2011 is Rainforest Alliance week and Velocity is helping to support a brighter future for people and the planet. You can too.

Do you currently use FSC certified paper in your print projects? Did you know that if you’re working with a FSC Certified Chain of Custody printer you have the option to use both the FSC logo and the Rainforest Alliance (frog) logo?

It’s been our experience that customers don’t request using the logos because it seems complicated and mysterious. In fact, it’s really very simple and it typically costs you nothing. The printer bears the cost of certification, report maintenance and annual audits. The benefit to you is in promoting your brand. It lets everyone know that you support the highest social and environmental standards in the market. When you request FSC certified paper you contribute to conservation, responsible forest management and the community of people that live near the forests that provide the paper.

How do you do it? Simple. When you spec a print project with your printer you request FSC paper at the time when the Account Rep is preparing the quote. You decide where on the piece the logos will be placed according to FSC guidelines and have your designer leave space for the logos to be placed. The printers’ graphics dept. then places the appropriate logo, obtains approval from the certifying body and sends you a proof for sign off.  FSC certified paper is widely available and the choices are numerous to fit almost any print project.

Velocity uses the FSC and the RAC green frog logos on almost all of our marketing collateral which promotes that the paper used was produced in harmony with nature and forest communities. We encourage you to make the commitment to print responsibly and promote proper forest management. After all, paper is a renewable resource, made from a natural renewable resource, wood, which has the capacity to be produced in an endless cycle. To safeguard this cycle, our forests have to be managed and harvested in a sustainable manner.

So, come on, join us and follow the Frog! We’ll be tweeting and posting on our Facebook page during Rainforest Alliance Week so connect with us to learn more. Visit rainforest-alliance.org and our website at velocityprint.com/printing.asp to learn more.

Or you can download our complimentary Guide to Environmental Logo Usage.

I get no response!

Have you ever sent what you thought was a well-designed mailer, to a trustworthy database and got no, zilch, zero, response? I think everyone that has done mailings is nodding their head right now. So, what’s the answer … is it bad timing, unlucky, or is the meaning deeper? We all get a barrage of pieces via mail and especially e-mail these days and standing out in the crowded mailboxes is increasingly difficult.

First, I will address the e-mail crowd. This morning I came in to the office and the inbox was stuffed with over 225 new e-mails that arrived since I left last night and that doesn’t count the 500+ that were filtered into my junk folder. Standing out via e-mail is incredibly difficult and avoiding the spam filters is very hard. My suggestion is to keep the e-mail personal and it should come from an individual and not from marketing@xyzcompany.com. E-mail has become the in thing with the economic downturn since it is far less expensive to send an e-blast than send a mailing. E-response rates are very low and if overdone can actually turn-off a prospect. I think e-communications should be a part of any marketing plan, but e-blasts should be used in conjunction with other media.

The amount of actual mail I receive lately is actually diminishing. Much of this is due to the economy, and companies choosing to cut marketing budgets in these tough times. I agree that companies must tighten the purse strings and scrutinize all decisions closer than ever. If done correctly, mailings should be looked at as a way to build revenue, increase brand strength, and market share, not as an expense to the business. With the new technology and variable data printing, often the answer is to print less, and send out much more targeted mailings. There is no sense blitzing the market with 100,000 postcards if response rates are well below 1%. Instead, examine your top prospects and create personalized mailings that get results. A well ran variable data campaign can increase results 400% over traditional static mailings. With mail boxes becoming a little less crowded a well-designed variable data campaign will get results.

We also have a free Guide to Variable Data Printing.