There are many misconceptions floating about that new media is not for traditional consumers and that “my customers won’t do that.” There are also misconceptions that new media is the only way to get through to non-traditional or younger consumers. What new media can offer you is added impact and relevancy upon delivery of both new and traditionally effective media.

With new media options and the condition of today’s economy, people are rethinking their communication methods, their costs and potential for growth. A question we’re often asked when discussing this with customers is:

Q: We’d like to get away from printing as much as we have been. How can we start using e-mail and/or our web site more effectively?

A: Is the intent to lower some expenses, or are you trying to increase sales and profits? E-mail can be used to achieve either goal, but the plan will be different depending on which is your goal. Quick replacement of familiar communication may not be deemed as an improvement to your customer, especially if your online experience does not match their expectations established by your other communications. Enhancing traditional efforts with new media like PURLs (personalized, trackable landing pages) will allow your audience to choose their method of future communication while you learn more about their preferences. PURLs are a simple way to build your opt-in e-mail list and transition your audience from one media to another without leaving a negative impression of your company’s position in the market. When you take steps to improve your knowledge of customers, you can then more comfortably cut communications to those who are not likely to purchase and build better relationships with those who are.

A common response to this answer is that “my customer base is older and doesn’t use the Internet like that.” Current research shows the fastest growing age group in Internet use since 2005 is the 70-75 year old bracket.* The point here is that online media is a growing medium in almost every demographic in one way or another. What isn’t growing are consumers’ attention spans. So sending the right message to the right people is of increasing importance as the methods of acquiring attention grow.

*According to Sydney Jones & Susannah Fox; Generations Online in 2009. January 28, 2009. PEW INTERNET & AMERICAN LIFE PROJECT

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Inkjetting offers and variable data messages are common methods for companies to make one last-ditch effort to change an offer or a track a recipient’s order.

But what about the cover? What about the inside of the catalog? Why not continue personalizing your message and providing your customers with the most relevant and enticing offers to spark a purchase, inquiry or drive them to a web page?

Consider inkjetting in multiple positions including front cover, inside pages and back cover. Variable content messages based on your database and business logic will increase the relevancy of your offers and promo codes to provide you new opportunities to boost sales and track your customer’s use of your piece. Personalization is shown to increase your response rates and increase repeat orders.

When you want to inkjet off to an even more exciting destination, consider inkjetting personalized landing pages (i.e. yourdomain.com/john.doe) on your next mailer. Personalized landing pages, known as PURLs, create a direct bridge between your static print recipient and a personalized and trackable web page. You’ll know exactly which recipients viewed their personal pages. Once there you can use an offer to entice them to provide you with valuable information about their buying behaviors and product preferences.

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Beside the annual postage increase, which is linked to the Consumer Price Index, the post office is looking at some dramatic changes that will affect folded self-mailers and booklets.
• First-Class Mail will increase an average of 3.77%,
with single piece letters seeing the largest increase of 4.61%.
• Standard Mail will increase 3.78%.
• Standard letters will increase 3.83%
• Standard flats will increase 2.31% and
• Periodicals and Package Services will also see average increases of 3.96% and
3.80%, respectively.

The Postal Service has also introduced several new rule changes in 2009. The biggest modification will focus upon booklets and folded self-mailers.

A folded self-mailer is a single continuous sheet of paper folded to create a letter-size mailpiece. The USPS has announced that the ruling on folded self-mailers will only be recommendations, while the booklets will be required.

Booklets consist of multiple sheets of paper. Multiple sheets may be folded together to form a letter-sized booklet. Booklets may be perfect bound or permanently fastened with staples or another method that creates a uniformly thick mailpiece. The final ruling for booklets, commonly referred to as digests or slim jims, will be released first part of April. The USPS has announced that the required changes to this piece will not go into effect until September 2009.

Recommended changes proposed by the USPS for letter-size booklets.
• Maximum size will be 6” high by 10.5” long by .25” thick. We can redesign your piece to optimize the space available.
• Cover stock will need to be changed to 60# or 70# for pieces longer than 9 inches. Once again, we can help you come up with solutions that will offset the additional weight of
your mail piece.
• Length can not exceed 10.5 inches long. If your current piece is longer than the new requirement, we have numerous solutions that will help you keep your current square inches.
• Booklets are required to have three 1.5” non-perforated tabs. We have the capability to complete this process for you.

Web sites with information on postal updates:
http://pe.usps.gov/
http://pe.usps.gov/PriceChange_May2009/PDF/PriceList/PriceList.pdf

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If your display is really easy and comfortable, you may be focusing too much on set up and not enough on message, risking the possibility of coming across as confusing or complacent.

There are many seemingly complex and larger contoured backdrops and pop up elements that are easy to use these days as well as economically priced. Don’t get caught with something that is easier to put up than it is to understand.

During the show, stand at least 5-8 booths away and if you can’t tell what your company is, consider changing your design to something with a simple, elevated logo that has clear brand coloring. If someone is looking for your company, you don’t want them to have to go booth to booth. You’re likely to have them meet more competitors.

Have multiple opportunities for information. A video on a tight loop is great to peak interest. Large graphics of the products at a quick glance confirm their interest and a brochure is a must for them to look back on later after having spoken with you.

Tie it all together. They appreciate knowing if you’ve been in business for years but they don’t want a variety of materials that look different to indicate that.

Get them looking for you before you get there. Send a mailer to key customers/demos and invite them to your booth to take advantage of some kind of incentive. If you use other media, consider placing your ads strategically in conjunction with your presence at the show.

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