Using Direct Mail Maps for Personalized Mailings

So you want variable maps on your mailers to give your customers directions to your business? Great! Let’s learn how to set it all up to make it work!

DESIGN AND SPECS
Your first step is deciding exactly what you want your mailing to look like and getting CSG Direct Mail your information so we can output your maps.

1) Design your mailpiece and decide where your map will be placed

Design your mailpiece

Design your mailpiece

2) Measure your map area and send us the dimensions of the map area in inches or pixels

3) Choose your markers using the pdf provided below and send us the codes for both the START and END makers you would like
DOWNLOAD MapQuestMarkers

4) Provide us with your database and tell us what locations you’d like for START and END

5) We will create your variable maps

 

PULLING IT TOGETHER
If we are doing your mailing, you’re done!
All you need to do at this point is send us your artwork and we’ll take care of everything else!

If we are providing you with maps and you are doing your own mail outputs, follow the instructions below for variable output in InDesign.

1) Set up your file in InDesign, and link to your database using your variable program

2) Define and assign your variable area however your program requires it

3) Place/link your map

4) At this point you will need to make sure that your map is scaled correctly for your variable area

Use the fitting command to do this

 

5) Once you have it looking the way you like, you can do your mail output

 

That’s all there is to it!


Digital Presses are Coming – Part 2

Digital Press PicThe saga continues at CSG Direct Mail as we have unwrapped our new digital presses and started preliminary configuration of all the components. The shipping materials are removed, all the sections mate correctly, and monitors and internal components have been installed. It is very exciting to see all the pieces come together as the machine begins to take shape!

Electricians are hard at work pulling wire, setting plugs and configuring the power necessary to feed this magnificent piece of print engineering. Our Facility Contractor is assisting us in reconfiguring the floor to accommodate our new 23 foot behemoths and new workflow it will involve.

Once power and facility upgrades are complete it will be time to slide the pieces into place, bolt it together and begin power-up and testing procedures. After this, training of operator personnel will start with full production to follow quickly.

Growth and expansion can be stressful at times pulling all the elements together, but it also gives one a sense of destiny as we see the future of our enhanced printing services forming before our eyes. Increased production capability, faster turn times and new services for our customers is that future at CSG Direct.

Check back for more updates as we move forward!

POSTNET Barcode Discontinuation Proposed

dmm-advisoryToday, the POSTNET™ Barcode Discontinuation proposed rule was posted on the Federal Register website and soon it will be posted on the Postal Explorer® website under Federal Register.

The proposed rule includes the basis for discontinuing use of POSTNET™ barcodes and allowing only Intelligent Mail® barcodes (IMb™) for automation price eligibility by January 2013. The Postal Service™ understands that many mailers currently use POSTNET barcodes and we are committed to providing information to and working with individual mailers and software providers to ensure that the use of an Intelligent Mail barcode is achievable for all mailing customers.

The Domestic Mail Manual (DMM®) is available on Postal Explorer (pe.usps.com). To subscribe to the DMM Advisory, send an e-mail to dmmadvisory@usps.com. Simply indicate “subscribe” in the subject line

Raving Consulting tells its fans about 21% response rate from QR code direct mail campagin

Raving Flash. Late Breaking News, Compelling Ideas, Just Plain Good Stuff for the Gaming Industry!

We never think of marketing as a 1-touch experience so we did our Christmas mailing as a 5-Touch Campaign. 5 easy touches created better results fast! This program was creative, inexpensive and easy to execute. In the past this kind of campaign was intimidating for most people. But now you can enjoy the giant response rates and stay within your budget too.

Read the original article here.

CSG Direct Mail has over two decades in variable data printing, casino direct mail, variable direct mail maps, US Mail Tracking, randomization, personalized emails, personalized websites, QR codes and much more.

For more information about Raving Consulting call 775-329-7864.
To learn more about CSG Direct Mail visit the CSG direct mail website.

Modern Casino Direct Mail Personalization Workshops

CSG Direct Mail CEO, Michael Hemphill; is teaching modern casino direct mail personalization workshops at Raving’s 14th Indian Gaming National Marketing Conference January 30th – February 1st, 2012.

Modern Casino Direct Mail PersonalizationLearn modern personalization secrets from a variable data casino industry veteran. Learn how to create much higher response casino direct mail programs.

Michael Hemphill leads a hands-on variable data printing casino direct mail workshop at Agua Caliente Casino Resort Spa,
in Rancho Mirage, CA.

Learn modern Casino Direct Mail personalization secrets at the 14th Annual Indian Gaming National Marketing Conference. Variable printing pro Michael Hemphill will show you how to make an offer more appealing to each guest individually creating a much higher response program.

Michael Hemphill brings decades of experience in results driven casino direct mail marketing to teach how to use available data to personalize the guests’ perception of a casino.

Learn the secrets to high response modern casino direct mail marketing.

Participants in this hands-on workshop will brainstorm creative opportunities for personalizing their direct mail, email and text message communications driven by data available to them through their player tracking systems.

By the end of this one-hour session, attendees will have learned easy, medium and difficult variables in personalization that can increase direct mail responses in their current campaigns and drive more bang for their marketing buck. They will learn how to easily be more relevant to your guests’ specific tastes and purchasing style.

If you don’t know enough about them to truly personalize and get better results, you can append tons of additional consumer data from known purchase data. You can personalize your direct marketing using all kinds of personal interest information, home and family structure, gaming preferences, shopping habits and wealth.

Variable direct mail marketing is one of the most powerful mediums of our times. However, most people who sell this to their clients aren’t really doing variable printing. Mail merge and fancy fonts is not variable personalized printing.

The largest benefit from modern personalization (besides higher response rates) is that each person in your database feels like your property is their favorite venue. It appears that your product is exactly what they are looking for. Every player gets a unique experience that feels most comfortable to them and you get a greater share of their annual gaming budget.

CSG Direct Mail has over two decades in variable data printing, casino direct mail, variable direct mail maps, US Mail Tracking, randomization, personalized emails, personalized websites, QR codes and much more.

For more information about the conference call Raving Consulting at 775-329-7864.
To learn more about casino direct mail visit the CSG direct mail website.

Casino Direct Mail Client Testimonial

We love our clients and we are blessed that they love us too.
Here is a note from one of our clients.

I’ve worked with CSG Direct for many years, and they are absolutely the best mail partner a casino could hope for. They are innovative Leaders at what they do and a friendly hard working company as well. Not just a vendor but a true Casino Partner. They know a good part of the casino marketing side so it helps to have this company on your side when it comes to making decisions about what types of mailings will work best.

Randy Tidwell
Database Marketing Manager
Silver Legacy Resort Casino

Casino Direct Mail Client Testimonial

We love our clients and we are blessed that they love us too.
Here is a note from one of our clients.

CSG Direct is so easy to work with.  They just know how the casino business works and “they get it”. In my 15 years of working with CSG, they have never made a mistake or missed a deadline!
Lisa Rahme
Director of Marketing
Gold Dust West Reno

Casino Direct Mail Client Testimonial

We love our clients and we are blessed that they love us too.
Here is a note from one of our clients.

CSG makes me successful and our company shines because of their diligence. Nothing goes out to our players unless it is perfect.  I love CSG Direct!
Jeri St. Onge
Database Direct Mail Manager
Tropicana Laughlin

21% Direct Mail Response Rate

Digital Personalized Christmas Cards

Personalized Christmas Card Campaign

There is nothing I enjoy more than seeing the light bulbs come on when I teach people how to use player databases to personalize the players direct mail experience. Personalization is not about using your customer names in the art anymore, that isn’t the secret sauce.

Instead of “telling you” about personalization I am going to show you how. You’re about to learn how to personalize the content of your direct marketing to get better results on your next mailing. I have a great example of a mailing that many of you got to play with recently.

Our personalized Christmas card program got a 21% response rate.
Sharing the details of our own database marketing efforts is the best way to share some of our better ideas. It’s a behind the scenes look at a high response campaign you’ll get ideas from.

Campaign Layers make it fun and effective
We never think of marketing as a 1-touch experience so we did our Christmas mailing as a 5-Touch Campaign. 5 easy touches created better results fast so lets walk through them.

Personalized outgoing campaign touch 1

Touch 1: They received a personalized Christmas card with multiple fascinating components worth sharing with co-workers for greater brand sharing and interaction. This included variable maps from Santas house to show how Santa would travel to deliver gifts to you. It also included a personalized message and a personalized QR code embedded with customer# that was scanned to get a gift.

We also created variable outside envelopes to personalize and localize the message from our closest facility.  Customers nearest to our Las Vegas direct mail plant received their mailer from our Las Vegas plant for example. Variable envelopes are very effective and a huge upgrade on traditional ‘static’ direct mail envelope mailings.

Try the Mobile Site here

Touch 2: is our clients interaction with the personalized card and their smartphone. 21% of our recipients scanned these barcodes with their phones so don’t underestimate the smartphone evolution. The personalized QR Code (a working sample to the right) was used to drive a personalized mini-site. We built the QR Code so that no log-in is required and we could track who is using the program. There is a hundred uses for these barcodes when tied to mobile mini-sites.

High Response Direct Mail Mobile Site

Direct Mail Mobile Site

Touch 3: was a personalized mobile-website driven with auto-login we built into the QR Code in Touch#2. These really are easy to make and there is no end to the automated tasks that can be triggered by these small but powerful mini-sites. Our mini site was a Christmas question to see if you were naughty or nice. Your response drove a variable gift card held by Santa on your cell phone.  This was very cool as we watched the live tracking behind the scenes as entire marketing teams were playing with this and sharing it with co-workers. Gifts were tiered and variable.

Database drives personalization

The database varied gifts and triggered campaign steps

Touch 4: was triggered by the live program database to send a timed text-only personalized email. We integrated our normal corporate email footer and personalized message from your favorite member of our staff congratulating you for winning something in our Christmas program. I love this part for many reasons; it plays to our service brand and engages the customer with their CSG rep in a positive way. (a real behind-the-scenes tour)

Final Direct Mail Campaign Touch

Final Direct Mail Campaign Touch

Touch 5: was the final campaign step where gifts cards were sent out each day triggered by the database. We designed a gift card mailer for delivery of Santas gift card. The primary mailer and the followup mailer were designed together and the second mailing was triggered for immediate response to the first mailer. This easy step is not done enough these days.

That was easy and fun!
This program was creative, inexpensive and easy to execute. In the past this kind of campaign was intimidating for most people. But now you can enjoy the giant response rates and stay within your budget too.

30% Better Results Fast | Direct Mail Marketing Strategy

What’s Better:  saving 30% on your marketing costs OR getting 30% better results?

In the Casino Direct Marketing world the answer is always mathematically about getting the 30% better results.  30% better results means more guests in your hotel and more people gambling and enjoying your food and beverage.

Better Results Profit Math

math is your guide

The Math provides the answer to this question but if $5000 normally earns you $50,000 in gaming revenue then you are better off spending $500 more to get a greater return than you are saving $1500.

To survive the economic downturn we looked for ways to save money and cheaper vendors looks like easy savings, however your response rates and profits have dropped as the cheaper vendors delayed projects, had higher levels of mistakes and didn’t keep you up with technology and marketing advances that bring more guests.

Marketing is not a commodity, make vendors compete for highest response, not lowest cost.

The services look similar but our recipe is different!  Our customers have seen 30% increased response rates working with us after switching from other vendors.  They always wonder what we do different and it really is just how we approach the problems.  Cheap print does not increase response in any way. We are a direct marketing company disguised as a direct mail printing company.  We look at your data differently. We look at your offers differently.  We care about every single record and every single piece and how it affects response.

As your direct mail partner we affect response in a positive way.
That is our reputation with customers that switch to CSG Direct Mail.

30% cheaper no longer possible
We really have found the bottom price in the last 2 years.  Many vendors are closing their doors now as the “going price” is below the cost of doing business. The people still offering that price are doing so hoping in the long hall they are the last plant standing and then can raise their rates back much much higher. In the meantime a lot of industry talent is getting crushed and destroyed by this horrible industry direction.

When the current price becomes the norm you can’t find 30% more savings so this exercise has played out and is no longer a future option. Cheaper vendors don’t have better ideas, an R&D budget or talented people on staff or they wouldn’t be the cheaper vendors.

It’s the dumbing-down of an important industry as your vendors shed the most talented employees to save costs in order to survive with the lower bids.  Eventually you end up with untalented companies with beaten down equipment as your primary vendor and that is not going to bring you more guests or better ideas.

It’s time to reverse course and get better results
Lower costs vendor picking is lazy and unproductive in the end. The goal now is to quit looking for the lower costs and start looking for the best results. Better Results means more income, prosperity, more guests and job security.  That the big picture everyone wants, right?

Would you know how to gauge Better Results?
The biggest difficulty most teams have with the “Better Results” scenario is that it is harder for them to demonstrate in a simple manner.  I mean, it’s easy to see 2 bids side by side when you get them but it is not as easy to see the end results side by side.  The best way really is to use each new vendor for 3 months to gauge their recipe and track the overall results with your post-formas.  It’s the easiest way to spot a deeper trend.  However there are really easy ways to tell during the interview process too.

Ask ALL vendors about response rates and what they do to improve results.
My goodness, shouldn’t everyone be doing that every month anyway. Some people are so focused on price they forget to keep up with competition by interviewing everyone for new ideas.  If during the process some vendors look like a deer in the headlights you will recognize that.  However, if given the opportunity to shine; the better vendors will give you all kinds of modern trends and ideas.

Better Results is the new goal and the only way forward
Once you figure out which vendors have the ideas and response growing tools… USE THEM! If you want those kinds of tools and better results in your arsenal you need to support those vendors to get better results.  Choosing cheaper vendors only encourages “cheap” and bankrupts “Better”.  Support “Better” with your purchasing dollars and Better Results is what you get.  Make it part of your overall strategy to find “better” and keep it on your team.

Even if you only give them half of your business you have just upgraded your whole marketing teams capabilities and results. If that costs you only 10-20% more than it is worth it’s weight in gold.

CSG Direct Mail is known for 30% better results, call on us to see the difference a focused marketing vendor makes. We have all kinds of tricks and tools of the trade. Tools like Variable Maps, Email and Cell phone capture add-ons, Data Append strategies, strategic mailing lists, direct mail delivery tracking, timing and so much more.

We’re fairly cheap too.

CSG Direct Mail is the Greatest Value in Direct Mail and known for 30% Better Results.