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.

GREAT MAILING LISTS: The Good, the Bad, and The Ugly

Mailing ListsThere are 3 types of mailing lists:  Consumer, Business, and Specialty.

Consumer Mailing List: People at home
This is the most accurate lists available due to electronic payments, website purchasing, magazines and more. Occupation codes can be obtained to find peoples job types such as: farmer, legal profession, medical, religious, educator, etc. But HR is not an option. If it was it would be to their homes and we would not know where they work.

Business Mailing List: About the Businesses
This list tends to be very inaccurate due to the high business closure rate (businesses with less than 20 employees have a 37% survival rate) and the methods they use to collect data are passive (Dunn and Bradstreet bites). When businesses close they never tell anyone besides creditors so most business mailing lists have large amounts of inaccurate data and dead mailboxes in them.

Business Lists contain data like:
• Number of employees
• Gross sales
• Years in business
• Facility square footage
(Much of this is estimated)
They do not have employees names or titles except perhaps that they are president/ceo or shareholders.

Specialty Mailing Lists: Built by groups, clubs, memberships and subscriptions
AMA, AAF, Chamber of Commerce, HR Clubs, all have mailing lists which they build manually or through membership or subscription. Only active members are considered accurate data after much experience. These lists are usually regional or local and protected by the group as the heart of their organization.

We usually don’t pursue each of these lists because they require months to get the right person and then to get higher ups to approve the sale or rental of their lists. These lists are usually 50% inaccurate too since they don’t have aggressive list updating policies.

There is just not a good national source of Consumers IN Businesses combined. There is only 3 ways to get someones name and title at the business they work at.

1) Business reports it’s employees names and titles to mailing list compilers regularly
(nobody does this)
2) Employee signs up for something for work like AAF, AMA, facebook or magazines
(inconsistent / unreliable / hard to get / protected)
3) Direct phone calls to identify best contacts for departments
(our best recommendation for HR)

There are vendors that sell HR Mailing lists but we have seen enough. These inadequate companies that we cannot endorse unless we know how they compile & update their lists. That research would cost much more than what we proposed and guaranteed less accurate and more expensive overall.

We want you to be successful and that is how we decide what we recommend for you! Your success is how we gauge our success.

Data Tips: Deduping and Suppressing

Cleaning a database of dedupes is one of the simplest ways to maximize its efficiency for your data marketing needs. This includes many small steps, but two are imperative when mailing to your customers.

The first is deduping. Deduping is simply the process of removing duplicate records. There are several different options you can choose to go by when deduping, this allows your marketing campaign to be as efficient and direct as you would like. For example, here is a list of deduping options that CSG offers.

One Per Individual Deduping

Individual Exact – This matches the address, first and last name, and zip code. So, if there is a Bob Smith at 123 Liberty Lane in your list twice one will be exported out of your list.

Individual Tight – Compares the same as above, but those that sound alike, such as: Christopher Ryan at 123 Liberty Lane, Chris Ryan at Liberty Lane or Jonathan Smith or John Smith. These are considered the same person and therefor a dedupe.

Individual Exact and Tight deduping comes in handy when your mailer has individual offers like the example below.

John Smith at 150 Freedom Dr. gets 100 bonus points
Sally Smith at 150 Freedom Dr. gets 120 bonus points

Although both live at the same address, they both have different first names therefor are not deduped out by using Individual Exact and Tight. This allows you to market to multiple people within a single household. Furthermore, you can market variable offers to every unique individual inside your data list.

One Per Household Deduping

Resident Exact – Dedupes the list by address and zip code only. So regardless of name if two or more records have the same exact address all but one record will be exported out of the main list.

Family Tight – Compares the last name, address, and zip code. This catches and slight variation of spelling that may occur between dedupes.

For example:
John Smith, 123 Liberty Lane, Apt B302
John Smith, 123 Liberty Lane

The above is a dedupe, although one of the above addresses contains an apartment number, the bottom record must be deleted in order to prevent the targeted clientele receiving multiple mailers for the same marketing campaign.

Resident Exact and Family Tight are handy for generic mailers that don’t have variable offers. There is really no need to send a mailer to everyone in a household for the same event, not only is it over marketing and annoying to those receiving the offer, but it is a waste of print and postage expenditures.

One Per Company Deduping

Company Exact – Much like Individual Exact with the exception that it compares the Company Name instead of the First and last along with the address/zip code.

Company Tight – Matches Company names that sound alike and have the same address/zip code.

For example:
Flag Makers Incorporation, 123 Freedom Way Suite 202
Flag Makers Inc. 123 Freedom Way Suite 202

This is obviously a dedupe, but wasn’t picked out by Company Exact because “Incorporation” was abbreviated in one and not the other.

Company Exact and Tight is only used when a list contains a company field.

There are instances where you will have First and last name fields along with a company field. This opens the possibility that several individuals at the same company and address will be in your list. Whether you want each of those instances to be mailed to will be entirely up to you.

Suppression

Suppression is when two different data lists are deduped against each other; whether it be Individual Exact, Resident Exact, etc.

This is typically utilized when you don’t want to mail to customers that were previously mailed to in recent marketing campaign.

So you can see that there is a lot that can be done to with these two data processes that can save you some big bucks, prevent your mailers from annoying your targeted audience, and ultimately insuring that you are getting the best out of your data.

Modern Database Marketing with Direct Mail Personalization

Direct Mail Personalized

Direct Mail Personalized

Modern Database Marketing with Direct Mail Personalization

In the database marketing industry, we always throw around the word “personalization” as if everyone already understands what we mean.  It really is a generic term.  Are you telling personal secrets? Are you talking about how much they drank on their last trip? Are you getting too “personal”?

The problem with using a generic term to describe what we are doing is that everyone has their own idea what the term means.  To some people in the industry “personalization” means using the recipient’s name somewhere in the copy of the direct mailer.  That is what it meant… five to ten years ago!

Modern personalization  is an incredibly different animal that is not well represented by a one-word term.

Modern personalization is one-to-one conversations with each customer, en mass.

For example, Customer Mary visits the casino with her husband and enjoys playing Keno and eating at the buffet.  Customer Jim is single and likes to come to your concerts, drink beer and bet on sports. How do you make one invitation that appeals to both of these people?

Just putting “Hey Jim” in the direct mail piece is usually not enough to make an offer more appealing to him if it isn’t relevant to his interest in your property.

A customer asked me the other day why they get so few responses to their concert promotions.  They mail out 10,000 pieces and get 100 responses.  “How come?” they asked.  Well it turns out the exact same 10,000 people are invited to each concert and they aren’t sure if those particular people share a like for each particular type of concert.

They need to code their database with music interests and invite people that enjoy the type of concert you are promoting.  This is the first step in modern personalization.  Put the right act or promotion in front of your customers that like that act or promotion.

Music is a great way to have this conversation but it applies to everything about your Hotel Casino property. You don’t promote 80s hair band music to 60 year old guests and you don’t promote the steak house to people who like the buffet.  Send blackjack invites only to people that like blackjack and send slot tournament invites only to people that like slot play.  This is the heart of high response marketing.

This can be done all in ONE direct mail piece!

With today’s modern technology we can do all this in one direct mail piece. There are only a couple of hurdles to making this possible. First you have to find the easiest ways to match your event and hotel casino offerings to the guests that like each of your amenities.  This is best established by tracking EVERYTHING your customer does.  For example, you need to track the types of rooms they stay in and the types of food they prefer on property.

Next we need to establish things about your clients that you currently do not have access to.  For example, do they golf? Are they married? What kind of music do they like? What kind of occupation are they in?  There are many ways to do this with in-house surveys or modern data-append services using some great outside consumer databases to gather new information.

Finally, the last step is to learn how to build a marketing matrix.  This is a spreadsheet where we describe the differences in each dataset we have pulled and what offers each database receives.  Basically, we query each special interest we can find to market to and make a map to which offers will be rotating in each direct mail piece.  This  personalizes the offers, look and feel of each piece.

The art

Now the fun happens. We build four different art sets for the invitation.  One design caters to blackjack players, one design feels more like buffet and keno, one design is 80s hair band and buffet and the last design is a golf themed piece that includes a slot tournament and steakhouse offer for those people we know like those.  This is all for offers for the same weekend, of course.

We compile your databases together and rotate the graphics in the printing and outputting process.  This is the recipe for high response modern direct mail personalized casino marketing.

Everyone gets something that appeals directly to them and their interests in a gaming experience.

The biggest gain is that over time each person in your database starts to feel like your property is their favorite because 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 they end up visiting more often.  This gives you a greater share of their annual gaming budget.

 

Database Marketing Tips, National Change of Address

Database Marketing Tips:  NCOA your data!

Database Marketing Tips

Chris Ohm from our Data and Design Team

Building a clean and efficient database is the keystone to your direct mailing projects. Without such you may subject yourself to such “side effects” of higher postage rates, returned mail, low response and turnouts, and ultimately  un-reached clients.

Compiling a completely accurate list of your clients can take a long time, such as months and sometimes even years! By the time you decide to do a mailer, a quarter of those clients could have moved.

These clients would never receive your offer in the mail, and it would be mailed to the return address…you! If you have a 10,000 list of data and 100 people may have moved, this can result in a lot of people who will not receive your mailer. That’s where NCOA processing can save you some serious cash.

“National Change of Address” or NCOA, is a process in which your data is processed through a USPS backed second party. Once ran through the NCOA process anybody who had updated their current address through the Post Office, after moving, will have their address updated to reflect the new one. This can save a bundle of money and increase your advertisement’s response percentage.

You’ll want to utilize this with all mailing lists. On top of the NCOA process appending new addresses to old ones, It also produces a batch of addresses we call “NCOA BADS” these would be your clients that have moved, but did not update their address with the post office.

Here is an example of some percentages NCOA cleans in your data:

  • 80.92% Forwarded moves containing delivery point confirmed–New address provided
  • 1.18% Moves containing unconfirmed addresses – New address not provided
  • 13.80% Moved, left no address
  • 3.92% PO Box Closed
  • 0.18% Foreign moves

As you can see, a good portion of your data can potentially be un-mailable or returned back to you at great expense. Why waste the extra money of your print and postage costs?

Very few companies offer this service correctly, and even fewer offer it with the knowledge and capability that CSG provides for its customers.  For example, CSG can return you an updated list including the records that were corrected, the ones that did not move, and the few that moved but did not update their address.  Using this service maximizes your data’s efficiency so that your mailers will have higher response rates.

NCOA your data and the results can be rewarding!

Don’t forget to ask us how to get all that cleaned data back into your system.

Database Marketing – Quick Tips for Database Bliss

Database Marketing starts with a database.  Database tips for our friends in direct mailing marketing.

Here at CSG Direct, we’ve seen every type of “database” you can think of, from mailing labels copied into PDF files to multiple relational SQL monstrosities. We’re always dealing with new challenges and finding new solutions for making your database the powerhouse it can be.

So here are a couple of tips from our data team

Even though Excel is a spreadsheet program, it is one of the most widely used mediums for database storage. I can hear you now, saying, isn’t that the same thing as a database? Well not necessarily… “A spreadsheet is a computer application that simulates a paper accounting worksheet” Excel is designed to quickly handle financial calculations, numbers and formulas. Therefore when using it as a database, there are a few precautions one should take.

1) Sorting: “So let’s see if I’m in the database” you say and quickly highlight the last name column and hit the A-Z button at the top, you see your last name, figure “ok! Good enough” and hit save. This is one of the most common and most destructive mistakes that can be made in Excel. What just occurred is that all your other fields stayed exactly as they were, while the last name field was placed in alphabetical order by itself. Now everyone in the database has the wrong last name.

2) Numbers: Remember that Excel is a spreadsheet! It loves to perform calculations and “properly” format numbers for you. Quick things to keep an eye out for, would be: Account numbers being formatted oddly, east coast zip codes missing their leading zero, cash amount fields having differing decimal places, even phone number fields having math done on them (something like 775-852-9777 turning into -9854)

3) Line breaks: In the final stretch of putting the finishing touches on your Excel database, then you realize this record has a secondary address, so you just place a carriage return and put the secondary address in the same cell below the first. In an Excel Cell its easy to add a line break, the problem is that when exporting a database out of Excel most database programs won’t recognize odd characters within a field and either jumble the record or completely leave it out. When in doubt it’s always better to just add another column.

4) Coding: There have been many great looking spreadsheets out there with colors that dazzle, but remember that when you use cell colors to delineate between multiple tiers of a database, they won’t translate over into real databases. It’s always best to use a separate field and populate it with whatever alpha-numeric signifier you might need! That way when the database is moved out of Excel it’ll still be there!

Until next time… Keep the data flowing to CSG Direct Mail

Casino Direct Marketing – Your Turn to Lead, Dare to Dream

Casino Marketing Directors do more than run a casino, they can create the future!Casino Direct Marketing

Every new marketing team that a casino transitions through allows for some strategic advantages. As an incoming marketing director, you get to reboot the department with new ideas and eliminate the old, ineffective ones. The traditional method is to come in and keep things flowing as they were for a few months so you can judge successes, then make changes, evaluate the numbers and move forward.

Some casino marketing professionals already have their tools and programs ready for action. They do a clean sweep and come in blazing with a fresh stream of proven ideas. There are only a few places in business where you can do this, but it is the dream of marketing folks everywhere. A fresh start and no previous program baggage is an ideal world for creative minds. Try doing that at any other business!

Even if you tried to follow the lead of the casino marketing team that came before you, it would be an exercise in futility. Marketing and technology are changing so quickly that what was once a proven response-getter is now just wasteful spending. Past casino marketing teams spent weeks planning their phonebook and newspaper ads, now they plan how to link player IDs to custom QR codes!

As a casino marketing director, it is your job to move your casino into the latest, proven, response-getting marketing programs. YOU create the future!
Congratulations, you get to lead in any direction that is profitable!

It is always time to move forward with a new casino direct marketing plan.
So where do you begin? You start with the numbers!

Here are 4 steps to creating successful plans with your new casino direct marketing team.

1) Define what is currently being used to gauge success.
You will need to determine what is working and what isn’t in the current management’s marketing strategy. Are the owners, CEOs and board of directors grading each marketing campaign by the raw number of guests, average theoretical wins or actuals? There are lots of ways to gauge results, but you need to define and understand how they arrive at their judgment of the success or failure of each campaign. Keep in mind that these current calculations might be why the last marketing director is gone, so this is a very important first step in developing your new casino marketing plan.

2) Find profits in past campaigns you can count on – at least for the short term.
Direct marketing is a process. It involves testing and adjusting based on measured results. With this in mind, it is logical to find both the profits from recent campaigns as well the losses. This is valuable information that will give you a jump-start and keep you from repeating the mistakes of previous casino marketing teams.
This is important because many times your customer base has already been “trained” to receive a certain kind of direct marketing and many times new styles flounder for a while as customers are waiting for the type of marketing they are accustomed to getting. The public moves slower than we do in regards to new ideas, so sticking to the flavor of past campaigns in your transitioning period has many benefits.

If your guests are used to getting a big blue postcard, then give them a big blue postcard in the transition. You can still change the content, offers and tiers in that big blue postcard and test your new ideas for profit against the past responses.

3) Adjust to allow for creative new ideas to be profitable.
Once you get to this step you need to adjust and teach your team and management how it works. You will be viewing things with a more investment-styled methodology. You will show several examples from past campaigns and current campaigns when your research is ready and present it in a way that will get you the go-ahead to pursue this new direction. You will build your new marketing plan using Cost-per-response methodology as opposed to a Cost-per-piece bid gathering. You do this by building dueling post-formas to demonstrate the math used to reach your conclusions.

Cost-per-piece
In a cost-per-piece world all you care about is the lowest acceptable bid for the project whether or not you bring a single guest to the property. In this scenario the marketing department is celebrating saving $500 on the campaign instead of celebrating the profits made for the casino. This is the scenario that crushes dreams and slaughters vendors in a race for the bottom price. It is also stepping over dollars to pickup dimes, to use an old expression. There is always a cheapest vendor, who may or may not be qualified to handle your campaign. If a low price vendor ruins your campaign, you never really saved any money. You lose money, lose guests and put everyone’s jobs at risk.

Cost-per-piece marketing is killing the best ideas and great casino properties.

Cost-per-response
Cost-per-response measures results like an investor would. If you spend $5000 and get 250 visitors, then add a $500 idea that gets you 100 more visitors then YOU WIN BIG!

That $500 add-on would be eliminated as wasteful in a cost-per-piece marketing plan, but when you’re measuring success in cost-per-response, the world and all the creative ideas you can dream of come to life!

Without your $500 idea your cost per response was $20 per response ($5000 / 250 visitors = $20 per response). But by adding your $500 idea you brought your cost per response down significantly to $15.71 per response ($5500 / 350 visitors = $15.71 per response). Cost-per-response opens the doors to more creative ideas that would otherwise be considered too expensive. Often these ideas create much greater profits for the casino.
Now you just need to find all those $500 ideas!

4) Find vendors that can build your best ideas.
You simply can’t afford to try every new idea that vendors present you with, so it’s time to meet with all your vendors. Many great response-generating ideas are absolutely free or can be negotiated. Have each of your vendors come by on a regular basis to share with any new ideas or technologies they are using. Pay attention especially to anything they have created themselves, as you may be able to utilize new marketing ideas/technologies before your competitors!
You are looking to build a creative team and your vendors are an important part of that team.

The big question is which vendors can you count on when you have an idea that needs to be created/invented specifically for your needs. Some of the best ideas come out of collaborative meetings with vendors. If your vendors are creative, they will have many great marketing tools that they can suggest to increase your responses to your direct marketing .

For example, here is a short list of things we have created for $500 (or even for free) that have brought great results to our casino clients:

• US Mail Tracking on the iPhone was created from a customer need. They got a 30% greater response by planning the timing of projects better after analyzing delivery times.
• Email and text capture tools were created from a collaborative meeting and increased customer participation in an event, while helping update and gather new email addresses.
• A specialty mailing list was built from scratch that allowed our customer to get a 3.5% response from their acquisition mailing. (600+ room nights)
• Our customer project tracking site was created from a customer request to compare year over year projects and improve their offer timeliness.
• We created variable direct mail maps and driving directions after a collaborative meeting with a customer in a remote location. This helped their clients find them more easily and got more people in the door.

Don’t be afraid to see if your vendors are creative enough to put some skin in the game. They have a lot to gain by helping your casino profit. Beware the cheapest vendors, though. They cannot have an adequate R&D budget and a talented creative staff if they are cutting those costs to underbid competitors.
A casino will profit most by working with creative, profitable vendors. This can be your final change from the cost per piece mentality. By bringing in vendors that create the lowest cost-per-response, you are changing the way you market for the better.

Dare to dream of ideas that bring profits in the millions by developing cost-per-response programs and fight all urges to return to cost-per-piece!

EPS Direct Mailing Marketing Awards

The EPS award acknowledges great direct mailing marketing design and execution as well as follow-through, tracking, results and strategy. Campaigns and mail pieces recognized by EPS are exceptional in marketing and creative detail. These entries interact with their target audience in a fashion that creates profitable results.

“EPS” is an industry insider abbreviation for “Envelope”, so it is all about direct mailing marketing. As the marketing industry has changed the EPS judging criteria has too. EPS evolves with the times and if certain criteria and modern postal and response methods are not utilized than it affects the scoring of entries.

We live and breath results and our best clients measure those results.

The EPS award is not  limited to print oriented results. We thrive in new and emerging areas with mobile, web, text and email components included. We dig into the campaign and judge it by effectiveness, thoroughness of how well the physical mailed piece drove the action.

EPS Awards categories:
1) Best Mail Piece Design
2) Best Direct Mailing
3) Best Mailing Campaign

Primary Qualifications:
1) Effective Creative Design
2) Call-to-Actions
3) Overall Marketing Strategy
4) Tracking of Results

The EPS awards are judged for the best ideas, most creative uses and the finest executions.
We acknowledge the best of your entries in direct mailing marketing!

If you are interested in us presenting awards to your group please contact us: service@csgdirect.com or 800-881-2150 x12

We may be willing to sponsor or contribute to your AAF Meeting, PCC Meeting, Ad2, American Marketing Association, PR group or other similar awards functions.
(Award categories are chosen to best meet your events members, theme or goals)

Past Winners:

Meyer Rosene -Best Mailing Campaign

A. Carlisle -Best Mail Piece Design

DRGM -Best Direct Mailing

DynaGraphics -Best Direct Mailing

KPSB -Best Mailing Campaign

DRGM -Best Mail Piece Design

Peppermill Hotel Casino, Reno NV -Best Mail Piece Design

Cirus Circus Hotel Casino, Reno NV -Best Mail Piece Design

Smith & Jones -Best Mail Piece Design

GMAA -Best Mailing Campaign

The Future of Direct Mail

the-future-of-direct-mailTHE FUTURE OF DIRECT MAIL

When you work on the leading edge in direct mail innovation you have to be excited about what the future has in store for direct mail marketing. As innovators, our view of the future of direct mail marketing is quite a bit different than most peoples.

To most people direct mail is a pile of paper inside their mailbox filled with postcards, coupons and hiding bills and checks amongst the pile.

We see a trusted delivery system accountable to every home in America with a box for us to place any kind of relevant message or offer to whomever we choose. We can specifically choose an audience from a long list of local and national consumer profiles and individual personal data and speak to that person on an individual relevant level.

What other form of media has a long-standing trusted space to place portable and sharable physical messages with your brand, offers and contact information on it?
A huge advantage!
Every other form of media requires consumers to take notes, remember details, act on impulse or dig through spam and viruses to receive.

Billboards clog the roads and sky distracting you when you are driving. TV Commercials hit you one after another for products and services you don’t want or need when you are watching your favorite show.  Nobody likes commercials in their movie or music entertainment.  Online ads, spam and new website viruses are ruining the internet.

With the advances in digital variable printing and the personalization and accuracy of database driven marketing, Direct Mail is going to be the only legitimate form of marketing in the future. Everything else will be spam and annoying!

To win you have to stand out! You cannot just be another postcard in the mailbox. Make “New Innovations” part of your bid requests. When you work with the right vendor you get actionable and inexpensive ideas to keep you ahead of the pack.

It’s time for the world to learn “cost-per-response” as well.
Accountable marketing will always win the day.

WHO WE SERVE BEST

Every company that markets a product or a service is a potential client but may not be who we serve best.  Many companies fall pray to the armies of salespeople for Radio and Television ads. Many people are also confused by all the Postal regulations, databases, permits, design and print aspects of direct mail marketing.  We understand.

We tend to work with people that understand all the forms of media and have lived with the results of lack of results of each. You can find a weakness in every form of marketing but there are very few you can find a return on investment in like Direct Mail. Experienced marketers get that and we enjoy working with them the most.

Experienced marketers understand testing, versions, tracking results and adjusting. Direct mail marketing is the most accountable and adjustable to those that apply the science.

Our Favorite Industries:

  • Banking
  • Gaming
  • Tourism
  • Medical
  • Grocery
  • Dot.com
  • Non-profits
  • Education

Variable Maps

Variable Maps for Personalized Direct Mail

old style direct mail map

old style direct mail map

We’ve all placed a static map on a direct mail piece or on a brochure or website to help a prospective client understand where we are and help them find us.  Depending on where we are and how far out we are mailing to we might show great local street detail or just a star on a national map to indicate where we are on the country.

Variable Maps Sample

Variable Maps Sample

 

In this modern age of internet, GPS and live driving directions why not personalize this experience and provide a map for each client that gives very specific turn by turn directions to your facility, branches or event locations?

Direct Mail Maps program

CSG Variable Maps program

At CSG Direct Mail we built our own proprietary programs licensed with MapQuest. We built these systems here at CSG so we can customize these maps in many ways.

DRIVING DIRECTIONS

We produce “licensed for print” MapQuest personalized map images and personalized driving directions for each mail piece.

Personalized driving directions and a physical map on your direct mail makes your offer more actionable and keeps your brand in your clients hand for the entire trip.  These maps add value to the direct mail piece beyond the easy driving directions.

You engage on a personal level that few marketing mediums can reach.

Variable-Maps-Sample

Variable Maps Art Sample

We can also beautify this variable map graphically by sizing them to match other graphics and layering them into other art elements. This sample map art is layered into a dashboard GPS.

Variable Direct Mail maps are rare, leading edge and licensed for print.

 


CSGurl

Our variable mapping is also supported by our url conversion and tracking systems. CSGurl converts lengthy url strings like:  http://www.csgdirectmail.com/blog/index.php/2011/07/personalized-printing/ to a string like: http://csgurl.com/print

This is the easiest way to pass digital driving directions on a direct mail piece.  Direct mail recipients can use smartphones, tablets and desktop computers to see full detailed driving directions and a live map online.

You can also embed the variable CSGurl string into a Quick Response barcode.