Events happen around us sometimes that we have no control over – like the global crisis, share market plunges and property prices. However, the one thing I do know with my business is that you still need to be out there, not only developing new business, but helping our existing clients to grow theirs. In this newsletter we have several stories on opportunities to increase your market share and also a must-read piece on why “Jan is not happy”.

Happy Reading! 

Regards,

David Peck
Managing Director
at+m integrated marketing

Ultra-personalised Direct Marketing

More and more clients are now taking advantage of our Variable Data Printing capabilities. All you need is a reliable database and you're away.

We can design your postcards, letters and marketing brochures to include the recipient’s name, not only in the headline and text elements, but anywhere throughout the piece as an integral part of the design. This level of personalisation, combined with a clever concept, will ensure your message has the maximum impact.

Our variable data technology will transform your generic postcards into thoughtful pieces of communication. And, for sealed items, the process also allows for the folding and insertion of letters and brochures into the appropriate envelopes.

Start recognising your valuable customers as individuals with our ultra-personalised greetings. It costs five times as much to create a new client than to retain an existing one. So it makes sense to maintain a closer relationship. Besides, if you don’t remember their name, your competitors might.

The Direct equation is simple:
Variable Data Printing + Targeted Mailing List = Higher ROI

Integrated Campaigns

What IS integration these days? The concept seems to have evolved alongside communications technology. There’s the traditional definition of a campaign combining above-the-line (ATL) mass media with other more personalised below-the-line (BTL) media. Yet this has broadened to where (BTL) encompasses both direct marketing and the ever-increasing digital component. Hence, integration is also seen as Offline and Online channels working in tandem.

However you see it, at+m does it. We’re a one-stop shop with everything, literally, under the one roof. Advertising, Design, Sprintaprint, Direct Mail, Online. So even in that sense of the word, we offer the whole suite – unlike our competitors who need to outsource much of their creative, web and printing work. We believe a holistic approach is a lot more practical when everyone is talking the same language.

But it’s also all about strategically targeting the right people with the right media at just the right time; then ensuring that message is carried through consistently. An integrated or through-the-line (TTL) campaign focuses on all channels: advertising, direct marketing and online to work together as a unified force, rather than allowing each to work in isolation and hoping for the best. We provide this depth of thinking and creativity across all media.

For example, a particular retail client may reach everyone they need to with a mix of TV, catalogues, and personalised invitations to an event. Why not click here and take a moment to see our work for Indulge Contemporary Silver Jewellery.

Personal Service

Let’s talk about service. Most other marketing and communications companies are stuck in a traditional structure where an enquiry would be handled by a designated account manager or their immediate team.

At at+m, clients’ email and phone enquiries are all directed through a centralised point and, where appropriate, actioned regardless of whether their particular contact is in the office or not. This ensures nothing is overlooked or forgotten. And it isn’t just about Quality Assurance, this is Common Sense 101.

Existing clients are already familiar with our flexible and dedicated customer services department and have come to value the friendly, attentive approach. This, combined with our account management team, allows us to function, in many ways, like an extension of your marketing department or, as is sometimes the case, we may even ‘be’ your marketing department. And that’s fine, too. After all, the best business relationships are built on mutual understanding.

So why not collaborate with us on your next major, or minor, project. Whether it’s here in Launceston, Hobart, Melbourne or anywhere else on the mainland, we’ll come to you. We’ve been known to jump through hoops for our clients. Unfortunately though, we can’t rescue cats stuck in high trees, but there is another number you can phone for that.

Squeezing the most value from a tight budget

There are always ways for your brand to be noticed without a huge spend, especially in press. Sometimes the money isn’t there for a big photo shoot in multiple locations featuring a cast of thousands. Perhaps time is of the essence. Or maybe, it just isn’t necessary.

This is where a headline-driven campaign can be really effective. By employing the right catchy message(s), you’ll engage the reader’s imagination and often do away with the need for expensive/specific/or hard-to-get images. Here, a simple, relevant stock shot may be enough to work in tandem with the text to grab a person’s attention. There are many ways and means to cut through when faced with budgetary restraints; so be sure to speak with us about it first.

Direct Marketing: The Inbox or the Letterbox

To mail or not to mail. That’s the question.

Our clients sometimes ask us whether they should switch their direct marketing efforts from direct mail to email. Well it all depends, both have their merits. We specialise in both and have no particular bias either way. The two mediums can even work together to great effect on the one campaign.

It comes down to a number of factors: the type of addresses on the database, the nature of the product, its price, the need for - or possibility of - an immediate click-through, the opportunity for a sensory component, how creative you want to get and so on.

Is a letter better? Well if you wish to deliver a tangible, personal message, a mailed piece does put your message directly into the hands of consumers. Then again, if you’ve got a good email list and an impressive, user-friendly website with an online store, you may favour the immediacy of electronic mail.

Consumers do still love receiving something real in the mail that speaks to them and appeals to their interests. This is where mail really shines, engaging the emotions like no other medium. The fact that mail can stimulate all five senses means there will always be a place for its use in the future, irrespective of advances in the digital world.

Whichever method you choose, a clear call-to-action is crucial – and may even dictate the medium for you. Always establish exactly what it is you want them to do next. Do you want them to: visit, log on, register, present themselves in person, phone, or refer a friend?

Email does have its advantages, such as its speed and its relatively low cost but if, for example, your direct mail has been achieving good results, why replace it? It’s like a fly fisherman changing flies when the one he’s already got tied on has been catching fish all morning. As they say, don’t fix it if it aint broke!

NOT HAPPY JAN!

Here’s a sad tale of how at+m’s own Yellow Pages advertisements were left out of the new directory.

After doing a Best Practice appraisal of our processes, we developed a brand new integrated campaign specifically promoting our Quicker Quality printing and design services. The campaign was to encompass radio, press, direct mail and Yellow Pages ads.

The ads were duly dispatched to all of the media outlets, however Yellow Pages lost ours. This resulted in our new product ads not running in the phone book.

After complaining, it took seven weeks, yes that’s right almost two months, to get a response from sensis confirming that, yes indeed, the ads did not run. It’s also interesting to note that seven weeks response time to a complaint apparently complies with their company management guidelines.

As with sensis you pay BEFORE the Yellow Pages ads run. These ads did NOT run. Now they won’t refund our money - very slippery indeed. If only we’d heeded that old Aussie warning about tiger snakes: ‘black and yellow kill a fellow’.

We hope none of you got bitten, too.

*Stop the press!
It seems several of our clients have had the same experience this year as well.