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Staying Power?

In the printing and publishing industry we talk alot about whether magazines and the like will be sticking around, and if so, at what capacity? I truly believe the honest answer to this is that there are so many different mediums now days that the consumers can choose to interact with your publication/message, that  it is bound to shrink. With that said, I do believe that printing is not going anywhere, and in fact will become more specialized, meaning higher quality products will be a must in the near future in order to compete.

With that said, one printed product that I truly believe is not going anywhere, and in fact will grow, are marketing collateral products. (ie literature, brochures, catalogs, postcards, direct mailers, and the like).

“Yeah right Noah, I can create a Facebook page, LinkedIn page, Twitter Page, to market my business and not have to pay a thing!” Ok their guy, take a look at this years sales amount and compare it to last years when you abandoned printing all together..what did it cost you?

Here is why I believe this:

1.

I was watching a news cast the other night, I can’t remember if it was 60 Minutes or something else. They were doing a feature on people ordering products online, thinking it was the authentic product, but when the product came to their house, it was a fake. They were using Rosetta Stone as an example, and spot lighted several people that thought they were ordering the authentic Rosetta Stone software to only find out they were duped.

The news cast then went on to interview the CEO of Rosetta Stone, and he showed the news anchor 100’s of different websites using the Rosetta Stone name, and some even using his image on their website. How the heck would a consumer know the difference? They wouldn’t, even the CEO himself admitted that. So my point, where is the credibility and trust? Print is still the most credible marketing/advertising vehicle out there, and think about how that plays back to your brand……

2.

It has staying power. If I see something online that I like, the chances of me finding it next week when I am ready to purchase it seem to be slim. If I want to find out more about you next week I don’t want to jump on my computer to read about you, I want to lay on my couch and hold a physical printed product in my hands that allows me to see what you do. If I am interested, then I will jump on the internet and find out more about you! If I am not ready to partake in what you have to offer, I will hold on to it. Chances are, within the next several months, your catalog, brochure, etc will catch my eye as it sits on my counter top and I will be interested as I am now ready.

3.

People love to receive things. I have to admit this, and you can try to deny it all you want, but you know it’s true! When I receive a message in my email box trying to solicit me something, the first thing I do is “delete”. However, when I receive something in my mail box at home, I can’t get rid of it even if I wanted to!

My son Owyn (4 years old) loves to get the mail, in fact he calls it “his job”. The bills and letters come to me, the solicitations he waits patiently for as I hand them to him. He loves mail, doesn’t matter what it is, it makes him feel special like someone is writing to him. I found myself the other day going through his shoe box of stashed mail, and there were actually really great offers that I am now researching and willing to find out more about. I then realized, I too love to get mail!! (Trust me, this isn’t a shameless plug for the USPS, I don’t have alot of love for them, they need to get their act together, but the fact remains, everyone likes to receive something!

I chose the image I did of the baby, because it goes to show you how many businesses are out their fighting for your attention, and that isn’t even the tip of the iceberg. The image has staying power, images in print have even more staying power, and credibility. Don’t take my word for it, just turn on the news!

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February 26, 2012 Posted by | Books, Catalogs, Mailing, Printing, Publishing, Relationships, Social Media | , , , , , , , , , , , , | 1 Comment

Create your own channel!

It is official, social media has changed the way we advertise (as if it weren’t official years ago right!) Perhaps the most under utilized tool in your marketing campaigns is YouTube. As Kyle Blades of Rebel stated in my previous blog: “YouTube – With an expected 90 percent of web traffic viewing videos, you better catch up, as this will become a major part of all marketing campaigns.”

Recently, I had the privlige of speaking with a CEO of another printing company about how he is using YouTube as part of his marketing campaign. He went on to tell me that you can go so far as to separate each video into its own category. For example, think of it as a blog, all blogs that are about the USPS fit into one category, all blogs about different advertising vehicles fit into another category and so on, …making it easy for your target market to find exactly what they are looking for as well as positioning yourself to your target market.

As I was listening to him, I jumped onto YouTube and checked out his videos, right away I thought to myself “this looks really expensive” as his videos looked as if they were of very high quality. Trying to be courteous, I worked it into the conversation by saying,  “These look very high quality”, right away he knew what I was getting at and told me how easy and economical it is to actually get started. You don’t have to have a thousand dollar video camera, or a professional cameraman.  Its really as simple as getting a tripod, an inexpensive video camera and you are well on your way to becoming your very own anchorman!

My thoughts started running through my head, a short video to introduce my newsletter each month, a video replacing some of my written blogs, showing you how a QR code works and how to get one, a video showing you the great people who work at my company….talk about Brand U! (I think Tom Peters would be proud!)

To me there just seems to be something more personal about a video for your marketing campaigns than a banner ad on the side of my computer screen or friending someone on Facebook. I can truly see how the brand loyalty would only be strengthened as your market can now put a face to the “voice”.  For instance, maybe you would do a contest by asking your market to create a video for you, whoever wins will have the privilege of having their video viewed by thousands of people! How is that for interacting with your customers?!

At this point I’m sure you are asking yourself, “But how does this relate to the publishing industry?”. Let’s say you have an association publication, you interview members who all give great recommendations about the benefits of the organization followed by a personal welcome speech from the board.  Or, let’s say you have a city regional magazine, you could go Jay Leno “Jay-Walking” crazy on people in your city (for you Letterman fans, Jay-Walking skit is where Leno surprises every day people and interviews them right on the street). You interview people from your great city, all whom talk about what a wonderful city it is, then you close the video out with “If you want to see more of our beautiful city every month, subscribe to our magazine!” Let’s say your magazine has recipes in it, test out the recipe that are in the magazine and make a video of yourself doing it (it’s always more interesting to see an everyday cook just like you!) Maybe your magazine is about dogs, and gives training tips, video tape yourself showing how to properly give orders…..the possibilities are endless and now I am rambling! The point is, YouTube can greatly improve the readership of your magazine while strengthening the relationships and growing  your readers.

Sure it is easy for me to think about, but I too have yet to take advantage of creating my own channel and adding value to the most important thing branding yourself! Rest assured, I have a million ideas in my head, and soon you will be seeing this big Norwegian’s face anchoring my very own video! I never thought I would end up on the big screen (your computer), but with YouTube making it so easy I will be coming to a screen near you! Keep posted….hope to see you there too!

September 30, 2010 Posted by | Publishing, Social Media | , , , , , , , , , , , , , , , , , , , | Leave a comment

Knowledge is Power….More Changes from the USPS

Over the last 4 years, the rate of change in the USPS has increased exponentially! As the USPS attempts to bring the revenue for each class of mail in lines with the cost (per the postal reform act of 2006) and institute accountability measures (Sarbanes/Oxley accountability act or SOX for short) many new rules and rates are being introduced. For the rest of the year, I will take a closer look at some new rules and or rates that are proposed or enacted. Of particular importance are the proposed rate increase for January 2011, the new deflectance rule for flats that went into effect in June (otherwise known as the “droop” test), and the relaxing of ride along and supplement requirements for periodicals (I need to give you some good news!).  Below are some links where you can get more information on these items. Your local PCC can be an excellent resource for postal information.

Federal register notice for periodical changes: http://pe.usps.gov/FRN/Periodicals_Content_final.pdf

Federal register notice for deflection (droop) rule change: http://pe.usps.gov/FRN/Deflection_final.pdf

Federal register notice for rate changes: http://pe.usps.gov/FRN/Domestic_Jan_2011_Exigent_proposed.pdf

Actual proposed rate table for Jan 2011: http://pe.usps.gov/prices/Prices_Jan2011.xls

September 11, 2010 Posted by | Publishing | , , , , , , , , , , , , , , , , , | 3 Comments