Integrated Marketing Communications

Integrated Marketing Communications: What’s Your Strategy?

Integrated Marketing Communications Multi-channel marketing and integrated marketing communications are (almost) synonyms for a greater theme: create a marketing plan that has a unified, consistent brand message using big data. In today’s world, potential customers have to hear about a product from multiple sources, because people are surrounded by thousands of messages. They need to hear a consistent message to increase interest and brand recall. Integrated marketing communications has become such a necessity that Northwestern University’s Medill College of Journalism [...]

Save the QR Code

Save the Dying QR Code

Many of you have seen the little barcodes on a letter, a billboard, online, or other printed material. Certain creative companies have put a QR code and nothing else on their marketing piece, to get curious viewers to scan it. They were a hit when they came out, and Apple i0S 7 even includes a QR scanner in Passbook. The barcode can take the viewer to any location that the creator wants; ideally, a website, or a good landing [...]

Integrate Inbound Marketing Direct Mail

5 Ways to Integrate Inbound Marketing into Direct Mail

Inbound marketing is one of the most popular forms of marketing right now, and it makes perfect sense. It’s all about driving people to your website and to you with good content. The point is to get around all of the flashy advertisements, since people have learned to shut those out. So in direct mail, how is it possible to break through the barrier? Is there a way for the two to work together? Absolutely. 1. Personalized URLs (PURLs) One of the [...]

Super Bowl Ads

Target Audience and Super Bowl Ads

It’s official. The Patriots have won Super Bowl XLIX, and the marketing world is abuzz with discussions about this year’s Super Bowl’s commercials. Many of the ads were emotionally manipulative, with a focus on the strange and sadvertising. People of all ages, races, genders, and education level watch the Super Bowl, with a quarter of them watching the Super Bowl for the commercials alone, meaning that companies have to decide if they want to target specific customers. But let’s [...]

Perfect Christmas Card

The Perfect Christmas Card

The holiday season is upon us, and that means it’s time to send Christmas cards and holiday promotions to your valued customers. Here’s some tips and tricks we used for our holiday card year, complete with pictures: 1. Make the card meaningful. For our Christmas card, we did a photo shoot with all of our employees at both locations. We used props to make it fun. Now our clients have a chance to see the inside of our company, and put [...]

Spelling Matters

Does spelling matter anymore?

In case you missed it, last week 12 year-old Thomas Hurley III misspelled his final answer on Jeopardy. His spelling of Emancipation Proclamation was in error, as he had “Emanciptation Proclamation” in the response written on his magic blue screen. What ensued was a social media debate on whether spelling really matters anymore. Proponents argue that proper spelling is a necessity as it lays the foundational to pronunciation, a key component to communication. Detractors say that spelling isn’t that big [...]

Political Direct Mail

Election Season: Political Mailing 101

Election season is over, but that doesn’t mean that we can’t take some time to reflect on their marketing campaigns. Political mailings were very heavy this year, as the marketing budget increased for many political candidates. We performed mailings for Alison Lundergan Grimes, Greg Fischer, Mitch McConnell, and other local candidates, and we’d like to share some political mailing do’s and don’ts for the next season. Do: Be mindful of the timing of your mailings. We were scrambling to fill all [...]

Personalized URLs PURLs

PURLs: The Ins and Outs

Personalized URLs (PURLs) are web URLS with the customer’s name. Usually these PURLs are included in a direct mail piece as a way to get customers to respond. For example, say United Mail decides to start a direct mail campaign for our clients. We would send out a postcard to every single client with their name and address on them using our variable data printing, and on the postcard it would say “Get a free $5 Starbucks card if [...]

United Mail History

History of United Mail

Have you ever wondered how United Mail became a major regional direct marketing force in the Midwest? Lee Kirkwood recognized an opportunity and had the entrepreneurial courage to follow it. He spent times in the evenings pursuing this dream when he got off work at his job as a bank officer. In the late 1970’s, the US Postal Service offered a 2 cent discount to companies who presented mail to them in zip code sequence. Lee thought that he could [...]

NFC and Direct Marketing

Apple Pay, NFC and Direct Marketing

The iPhone 6 was revealed yesterday, with the Apple Pay system. The Apple Pay System relies on NFC (near-field communications) to send payment information to a vendor. Mobile payment systems like this are intended to replace the physical wallet. Developers will be able to build apps for Apple Pay starting next month. So what is similar to Apple Pay right now? QR Code marketing has been utilized by companies for several years. The use of QR codes has gone up over [...]