I recently had the experience of writing a kids book and having it published online with Xlibiris (http://www.xlibris.com/). Quite the experience. The company is out of Philadelphia but their customer support center is out of the Philippines. Nice enough people. They were very good about pushing along the whole proofing process, artwork approval, marketing collateral, etc. Although it was an on-demand book publishing experience, they could not remove the live human touch to move the process along. Anyhow… you can order the book online. Go to http://www.rockycrossestheroad.com/ and order yourself a copy of the book. Thanks in advance…
Tuesday, November 18, 2008
Thursday, October 30, 2008
Definition of Cross-Media in the Marketing World
I just returned from the Graph Expo show at McCormick Place in Chicago. First of all, you wouldn't know that the economy is "suffering". The place was packed. Not sure if anyone was buying anything, but it was packed nonetheless.
Anyhow, the big buzz at the show was cross-media solutions. I visited many of the vendors and sat in on a seminar on the subject. What I found out was that cross-media is being defined as the integration of direct mail, email and PURLs (personalized URL's) into one application solution. You create the direct mail piece and the email header with the same look and feel. You then publish PURLs to the content of those two media and send the recipient to a personalized landing page (otherwise known as a micro-site). All of this is tracked and triggered based upon logical steps determined by the recipients action. The end-game report gives the CMO (Chief Marketing Officer) some datapoints to sink his/her teeth into to determine next steps in the strategic marketing picture.
OK...sounds pretty cool and all that. However, these so-called cross-media application solutions are missing quite a few other media. I think the software developer that can integrate more than just the "big three" media will be onto something extremely big.
How would you define Cross-Media Solutions? I'd like to hear your comments...
Anyhow, the big buzz at the show was cross-media solutions. I visited many of the vendors and sat in on a seminar on the subject. What I found out was that cross-media is being defined as the integration of direct mail, email and PURLs (personalized URL's) into one application solution. You create the direct mail piece and the email header with the same look and feel. You then publish PURLs to the content of those two media and send the recipient to a personalized landing page (otherwise known as a micro-site). All of this is tracked and triggered based upon logical steps determined by the recipients action. The end-game report gives the CMO (Chief Marketing Officer) some datapoints to sink his/her teeth into to determine next steps in the strategic marketing picture.
OK...sounds pretty cool and all that. However, these so-called cross-media application solutions are missing quite a few other media. I think the software developer that can integrate more than just the "big three" media will be onto something extremely big.
How would you define Cross-Media Solutions? I'd like to hear your comments...
Wednesday, October 8, 2008
MoD and HVAC Units - PART 2
If you recall, I posted a blog on Sunday, April 6th, 2008 about an AC filter that I bought for my home AC unit. It had an email reminder option that I filled out and waited to see if they'd send me a reminder. Well, just the other day, I received an email from the company. It read:
Hello Bob,
It's that time of year again. Yep, you guessed it, time to change your air filter. (Remember, changing your filter regularly saves energy because your heating/cooling system is running more efficiently.)
Last time you purchased our MERV 7 Basic air filter, size 20x25x1 at Home Depot. If you would like better protection for your family of airborne allergens and pollutants check out our Allergen Protection™ MERV 11 or Ultra Air™ MERV 12 -Our Finest Filter.
We really appreciate your business, Adam. Which reminds us; if you'd like more information about our products or have any questions, you can always give us a call toll free at 1-888-808-9100 or email salesinfo@trueblue.com.
Thanks much, Your friends at True Blue
Nice email reminder. The only problem is that it came two months too late. The reminder I received two months ago was the banging at 3 a.m. because the filter was blocked with dust, etc. Oh well, they tried. Nice concept when it works properly.
Hello Bob,
It's that time of year again. Yep, you guessed it, time to change your air filter. (Remember, changing your filter regularly saves energy because your heating/cooling system is running more efficiently.)
Last time you purchased our MERV 7 Basic air filter, size 20x25x1 at Home Depot. If you would like better protection for your family of airborne allergens and pollutants check out our Allergen Protection™ MERV 11 or Ultra Air™ MERV 12 -Our Finest Filter.
We really appreciate your business, Adam. Which reminds us; if you'd like more information about our products or have any questions, you can always give us a call toll free at 1-888-808-9100 or email salesinfo@trueblue.com.
Thanks much, Your friends at True Blue
Nice email reminder. The only problem is that it came two months too late. The reminder I received two months ago was the banging at 3 a.m. because the filter was blocked with dust, etc. Oh well, they tried. Nice concept when it works properly.
Web to Print Among Swiss Printers
I thought I'd go International for a change. I saw this comment on www.printplanet.com. It seems the Swiss print community is not yet sold on proactive launching of web to print solutions for their businesses. See for yourself;
Comment from PrintPlanet:
I thought you might be interested in hearing about a survey conducted earlier this year in Switzerland by the Swiss portal www.mediaforum.ch. To my astonishment, the majority of the 200+ printers who responded do not seem to see web-to-print systems as a priority. For the most part, they are content to wait for requests from customers before considering a system. When asked “Should printers offer their customers web-to-print solutions?” only 29% said that printers should do so “as soon as possible.” The answers of the other 71% ranged from “Only if a customer expresses a need for it” to “No, there’s no market for it.”
Do printers in the United States feel the same way about web to print? What are you hearing out there?
Comment from PrintPlanet:
I thought you might be interested in hearing about a survey conducted earlier this year in Switzerland by the Swiss portal www.mediaforum.ch. To my astonishment, the majority of the 200+ printers who responded do not seem to see web-to-print systems as a priority. For the most part, they are content to wait for requests from customers before considering a system. When asked “Should printers offer their customers web-to-print solutions?” only 29% said that printers should do so “as soon as possible.” The answers of the other 71% ranged from “Only if a customer expresses a need for it” to “No, there’s no market for it.”
Do printers in the United States feel the same way about web to print? What are you hearing out there?
Tuesday, August 26, 2008
Improved Customer Service with MOD
Or, should I call it Customer Service On Demand?
I recently saw a web-to-print portal that had integrated live chat icons into the web pages via HTML code. It allowed the end user to access a live operator via a chat icon embedded into the page. What made it "work", was that I could chat with a Customer Service Rep at each step along the buying process. It wasn't just placed under the "Customer Support" page. This company was allowing me to access a Customer Support Rep "on-demand". Check it out at http://www.excelprintingandmailing.com/. This is a clear example of "on-demand" blending Marketing and Customer Support.
Nice...
I recently saw a web-to-print portal that had integrated live chat icons into the web pages via HTML code. It allowed the end user to access a live operator via a chat icon embedded into the page. What made it "work", was that I could chat with a Customer Service Rep at each step along the buying process. It wasn't just placed under the "Customer Support" page. This company was allowing me to access a Customer Support Rep "on-demand". Check it out at http://www.excelprintingandmailing.com/. This is a clear example of "on-demand" blending Marketing and Customer Support.
Nice...
Friday, August 8, 2008
The Future of Marketing - Great Article (so I'm told)!
The Future of Marketing
By Adam D. Edelman
Today’s business environment is being driven by technology and relationships. Technology seems to be driven by computers and the Internet. Relationships seem to be driven by trust. Have we come far enough to say that we trust technology? The first step in developing a trusting relationship is to reach out and connect. That connection, some call it Marketing, is readily accomplished through technology. The circle seems complete. Or does it?
The challenge with today’s Marketing initiatives is getting our hands around all the different and exciting ways to connect, so that we begin to form those trusting relationships. The marketing mix is definitely out there. Let’s mention a few; direct mail (both shotgun and personalized), email blasts, streaming video, interactive and personalized URLs, outbound and inbound call campaigns (both live and automated), online promotions, interactive telepromotions, mailing list generation, online surveys, telesurveys, radio, mobile text messages, the list goes on…
The future of Marketing will most definitely evolve into a true melding of technology and relationships. The Internet, accompanied by the interactive marketing movement, will make that evolution successful. Picture this scenario…
You’re a Marketing Manager for a nationwide manufacturer of widgets. You are given a project that entails coordinating a National Marketing Campaign for over 2500 dealers. How in the world do you launch and track all the different marketing mediums and then determine if they actually work across your 2500 widget dealers? Now mind you, these dealers aren’t card carrying rocket scientists. They were mostly the, “Blanch get me a beer” type of widget dealers. This campaign had to be easy, intuitive and most of all, cost effective. There are so many direct and supporting marketing mediums in this new age of technology. How do you make direct mail work intelligently with email? How do you make email work intelligently with private-branded, interactive web sites? How do you make those web sites trigger an outbound call campaign? How do you track the inbound calls that the direct mail and email generated? How do you fit radio and cable TV commercials into all of this? Or do you? Oh, by the way, make sure you keep the brand image and all the corporate creative assets in line and on message. Why do Chief Marketing Officers (CMO’s) only have an average lifespan of less than two years? Is it the lack of metrics and proper accountability? Is it the lack of their ability to think strategically and work holistically? What if there was a way to address all these logistical challenges?
We are living in a period that has produced extremely talented business resources. The global economy has a wealth of software and database architects, engineers and developers. There are going to be talented, visionary leaders that will figure out the logistics of this “marketing meld”. The ideal answer to the above scenario might look something like this…
There will be a back-end, administrative web portal that the Marketing Manager (let’s call him Joe) logs into. Joe will be able to set up a private, manufacturer branded web portal for the dealers to access 24 hours a day, seven days a week. Joe would then set up and name a marketing campaign. This campaign will be modular in nature, allowing Joe to assign specific marketing medium to the campaign. One campaign might allow the widget dealers to launch direct mail, targeted HTML email and “drop-date + 4” outbound call campaigns with pre-approved scripts. Most organizations could never coordinate this outbound call campaign to 10,000 direct mail recipients in a timely manner. But if this marketing platform is integrated with a Mid-West, accent neutral call center, we have another story on our hands, yes? Another campaign might have personalized direct mail with an inbound telepromotions number on the direct mail piece. The database on the platform will be set up to have recorded messages from local sports personalities based upon the toll-free number on the card. Add a PIN to the direct mail piece with a chance to win and suddenly your response rate skyrockets. These marketing mediums, which have already been integrated into the physical Marketing-On-Demand platform, will then be “published” to the manufacturer’s branded web portal. These web portals are the entrance way to widget dealer nirvana. This whole process will maintain the company’s brand logos, color schemes, fonts, content message and any legalize that is required. Joe the Marketer can set up the branded web site and the different campaigns prior to the actual campaign launch date. The automation will kick-in at the assigned launch time. The widget dealers are happy (they don’t have to think), Joe the Marketer is happy (he’s playing golf), the customer only receives information that reflects their buying needs and the CFO, CMO, etc. are able to access online daily, weekly and monthly reports showing the effectiveness of each marketing medium. All the metrics and data are “plugged into” the manufacturer’s legacy Accounting, Customer Relationship and Inventory Management systems. This integration allows the “C-Men” to make the proper strategic decisions in a more timely fashion. The best part of this whole scenario is that the platform is being accessed through a centralized, secure, multiple firewall protected, carrier grade data center. The scenario becomes a business expense, not a capital expenditure and the end result is a dynamic, revenue generating business tool. This scenario is going to happen in the very near future. Technology and Relationships demand so.
Adam Edelman is the President of Refined Technology Solutions, Inc. He can be reached at adam@refinedtechnology.com or by phone at 443-310-8777.
By Adam D. Edelman
Today’s business environment is being driven by technology and relationships. Technology seems to be driven by computers and the Internet. Relationships seem to be driven by trust. Have we come far enough to say that we trust technology? The first step in developing a trusting relationship is to reach out and connect. That connection, some call it Marketing, is readily accomplished through technology. The circle seems complete. Or does it?
The challenge with today’s Marketing initiatives is getting our hands around all the different and exciting ways to connect, so that we begin to form those trusting relationships. The marketing mix is definitely out there. Let’s mention a few; direct mail (both shotgun and personalized), email blasts, streaming video, interactive and personalized URLs, outbound and inbound call campaigns (both live and automated), online promotions, interactive telepromotions, mailing list generation, online surveys, telesurveys, radio, mobile text messages, the list goes on…
The future of Marketing will most definitely evolve into a true melding of technology and relationships. The Internet, accompanied by the interactive marketing movement, will make that evolution successful. Picture this scenario…
You’re a Marketing Manager for a nationwide manufacturer of widgets. You are given a project that entails coordinating a National Marketing Campaign for over 2500 dealers. How in the world do you launch and track all the different marketing mediums and then determine if they actually work across your 2500 widget dealers? Now mind you, these dealers aren’t card carrying rocket scientists. They were mostly the, “Blanch get me a beer” type of widget dealers. This campaign had to be easy, intuitive and most of all, cost effective. There are so many direct and supporting marketing mediums in this new age of technology. How do you make direct mail work intelligently with email? How do you make email work intelligently with private-branded, interactive web sites? How do you make those web sites trigger an outbound call campaign? How do you track the inbound calls that the direct mail and email generated? How do you fit radio and cable TV commercials into all of this? Or do you? Oh, by the way, make sure you keep the brand image and all the corporate creative assets in line and on message. Why do Chief Marketing Officers (CMO’s) only have an average lifespan of less than two years? Is it the lack of metrics and proper accountability? Is it the lack of their ability to think strategically and work holistically? What if there was a way to address all these logistical challenges?
We are living in a period that has produced extremely talented business resources. The global economy has a wealth of software and database architects, engineers and developers. There are going to be talented, visionary leaders that will figure out the logistics of this “marketing meld”. The ideal answer to the above scenario might look something like this…
There will be a back-end, administrative web portal that the Marketing Manager (let’s call him Joe) logs into. Joe will be able to set up a private, manufacturer branded web portal for the dealers to access 24 hours a day, seven days a week. Joe would then set up and name a marketing campaign. This campaign will be modular in nature, allowing Joe to assign specific marketing medium to the campaign. One campaign might allow the widget dealers to launch direct mail, targeted HTML email and “drop-date + 4” outbound call campaigns with pre-approved scripts. Most organizations could never coordinate this outbound call campaign to 10,000 direct mail recipients in a timely manner. But if this marketing platform is integrated with a Mid-West, accent neutral call center, we have another story on our hands, yes? Another campaign might have personalized direct mail with an inbound telepromotions number on the direct mail piece. The database on the platform will be set up to have recorded messages from local sports personalities based upon the toll-free number on the card. Add a PIN to the direct mail piece with a chance to win and suddenly your response rate skyrockets. These marketing mediums, which have already been integrated into the physical Marketing-On-Demand platform, will then be “published” to the manufacturer’s branded web portal. These web portals are the entrance way to widget dealer nirvana. This whole process will maintain the company’s brand logos, color schemes, fonts, content message and any legalize that is required. Joe the Marketer can set up the branded web site and the different campaigns prior to the actual campaign launch date. The automation will kick-in at the assigned launch time. The widget dealers are happy (they don’t have to think), Joe the Marketer is happy (he’s playing golf), the customer only receives information that reflects their buying needs and the CFO, CMO, etc. are able to access online daily, weekly and monthly reports showing the effectiveness of each marketing medium. All the metrics and data are “plugged into” the manufacturer’s legacy Accounting, Customer Relationship and Inventory Management systems. This integration allows the “C-Men” to make the proper strategic decisions in a more timely fashion. The best part of this whole scenario is that the platform is being accessed through a centralized, secure, multiple firewall protected, carrier grade data center. The scenario becomes a business expense, not a capital expenditure and the end result is a dynamic, revenue generating business tool. This scenario is going to happen in the very near future. Technology and Relationships demand so.
Adam Edelman is the President of Refined Technology Solutions, Inc. He can be reached at adam@refinedtechnology.com or by phone at 443-310-8777.
Wednesday, July 30, 2008
Different name for the same rose
I saw an interesting article in my DigitalPrint360.com e-newsletter this morning. It spoke about Multi-Channel Communications: Understanding Benefits. It was written by InfoTrends. It talks about understanding the benefits that "multi-channel" solutions can provide print producers. The article is not rocket science. It's really about stepping outside the print producer comfort zone to realize that there are enormous revenue opportunities within "multi-channel" solutions and services.
It seems if every print producer out there would hire a Technology Marketing Consultant; someone who understands how marketing and technology integrate together, they could reap the revenue stream all the way to the bank.
How easy is it to step outside that comfort zone? Let me know what you think.
It seems if every print producer out there would hire a Technology Marketing Consultant; someone who understands how marketing and technology integrate together, they could reap the revenue stream all the way to the bank.
How easy is it to step outside that comfort zone? Let me know what you think.
Wednesday, June 25, 2008
I'm seeing more and more articles like this...
The Shift from Print Service Provider to Marketing Service Provider
The traditional print manufacturing business has become increasingly price-driven, and print service providers need new ways to drive profitability. As a print service provider (PSP) in today’s market, you must change your mindset and begin thinking of yourself as a marketing service provider (MSP) to compete effectively. Today’s printers must extend their services beyond print manufacturing and into the communications business to help their customers facilitate the process of sharing information.
Customized Communications: The New Frontier
Customized communications solutions can have a major impact on marketing effectiveness. Today’s marketing professionals face the conflicting challenges of new distribution channels, a 24/7 global economy, pressure to deliver identifiable ROI (return on investment), and the need to deal with rapidly changing technologies. Marketers must effectively and efficiently segment their markets, attract new customers, support multiple distribution channels, identify opportunities for cross-selling and up-selling, and maximize the lifetime value of each customer.
The Customized Communications Continuum
InfoTrends has identified six segments under the customized communications umbrella. Each segment varies in functionality, complexity, required skill sets, and price, thus creating the customized communications continuum. The further up and to the right you go on the red axis, the more complex the solution becomes. The degree of sophistication and value-add opportunity also increases substantially.
· Entry-Level Variable Data: Incorporate simple name and address information as well as some targeted images and text to produce a unique piece for each recipient.
· Web-to-Print: Describes a browser-based application that facilitates commerce, collaboration, and/or customer service interaction between those who buy print products and those who sell them. Common functions of Web-to-print solutions include page design, order entry, job tracking, template libraries, soft proofing, and online payment.
· Advanced-Level Variable Data: Advanced-level variable data goes beyond mail merge and simple business correspondence by incorporating completely unique content based on specific, detailed profile information on each recipient.
· TransPromo Communications: These documents use the white space within billing documents, statements, and other transaction documents to deliver targeted marketing messages with full color imagery and/or highlight color text.
· Multi-Channel Marketing Communications: These applications incorporate customized and personalized content into documents that are delivered via multiple media channels including print, e-mail, Web landing pages, and micro-sites. Many tools offer tracking and measurement features for live, on-demand management and immediate measurement of campaign success and ROI.
· Enterprise Integrated Campaign Management: This concept entails a comprehensive marketing solution that incorporates customized and personalized content to deliver the right message at the right time to the right person in the right media—and fully track the results. An essential component of enterprise campaign management is ongoing live interaction with enterprise marketing systems.
Sunday, May 4, 2008
The Chicken or The Egg?
Quick question...
Is it smarter to register the domain name and create the on-demand business around the name? Or, create the on-demand business and hope you find a domain name to match?
Not a difficult question, but one that has some interesting consequences. Let me know what you think.
Is it smarter to register the domain name and create the on-demand business around the name? Or, create the on-demand business and hope you find a domain name to match?
Not a difficult question, but one that has some interesting consequences. Let me know what you think.
Tuesday, April 22, 2008
Found a Pretty Good Online Marketing Blog
There's an online daily email I get from CityBizList (www.citybizlist.com). It highlights all the local business news in different cities across the country. They offer a few Blogs. One in particular that blends well this Blog's topic, Marketing on Demand, is by Hollis Thomases. Hollis is a nine-year industry veteran and President & CEO of WebAdvantage.net. Her Blog, Business Perspectives on Online Marketing, talks about the different types of online marketing and how they impact the overall marketing mix.
Take a look...there's alot to be learned.
Take a look...there's alot to be learned.
Friday, April 18, 2008
Marketing on Demand versus Marketing Automation
I've been hearing these two terms thrown around quite a bit lately. Is MoD an end user facing term and MA a producer, back-end administrative term? Does MA help the end user or the producer? Is MA a sub-category of MoD? I'm sure their related...but how? I'd appreciate your thoughts...
Wednesday, April 9, 2008
Pick a Vertical...Like Raffle Tickets!
OK...I googled "raffle tickets" and got 928,000 hits. Then, I googled "raffle tickets on demand" and I got 432,000 hits. Decided to go crazy...I googled "Raffleticketsondemand" (one word) and I got zero hits (no surprise there). Did a switcheroo with a space "ondemand Raffletickets" and got 21 hits (who would think to type it in that way?). What does this little experiment show us? I'm curious to know your thoughts...
A couple of interesting on demand raffle ticket sites are:
www.rafflesondemand.com
www.AdmitOneProducts.com
www.ticketmastercustomtickets.com
A couple of interesting on demand raffle ticket sites are:
www.rafflesondemand.com
www.AdmitOneProducts.com
www.ticketmastercustomtickets.com
Sunday, April 6, 2008
MoD and HVAC Units
I went to Home Depot this afternoon to buy an air filter for my HVAC unit. I bought a True Blue Basic air filter. Nothing fancy, but it does the job. I noticed on the packaging that it had a "replacement reminder". It said the following, "Use this easy reminder sticker on your calendar to mark the date of your nest filter change, or register at www.trueblue.com and we'll notify you by email when it's time to replace your filter."
OK, first of all, there was no sticker to put on my calendar. No big deal. I went to the web site and their corporate site was being upgraded. They apologized, of course. However, I was able to click on a link that took me to the form fields to register. It asked for my name, address, email size of the filter I bought and how many weeks/months before I'd like to be reminded. Not a bad idea...sort of like the Jiffy Lube sticker they put on your top, lefthand corner of your windshield.
I'm curious to see what happens in three months time. Will I really get an email reminding me to go buy another filter? Will they be sending out a direct mail postcard reminding me to go buy another filter. Will that postcard have a coupon if I upgrade my next filter purchase? Will it mention the size of the filter I bought to remind me? Will I receive a follow up email in 30 days asking me how the filter is working? You get the point...
These questions can be answered in the affimative if The True Blue Company is using an automated, marketing on demand engine. Let's see what happens over the next 30 to 90 days. I'll let you know at a future date should the on demand wheels start turning.
I'd like to hear your experiences with this type of post-sale MoD program with any other consumer-type product on the market. Let me know what you've seen out there...
OK, first of all, there was no sticker to put on my calendar. No big deal. I went to the web site and their corporate site was being upgraded. They apologized, of course. However, I was able to click on a link that took me to the form fields to register. It asked for my name, address, email size of the filter I bought and how many weeks/months before I'd like to be reminded. Not a bad idea...sort of like the Jiffy Lube sticker they put on your top, lefthand corner of your windshield.
I'm curious to see what happens in three months time. Will I really get an email reminding me to go buy another filter? Will they be sending out a direct mail postcard reminding me to go buy another filter. Will that postcard have a coupon if I upgrade my next filter purchase? Will it mention the size of the filter I bought to remind me? Will I receive a follow up email in 30 days asking me how the filter is working? You get the point...
These questions can be answered in the affimative if The True Blue Company is using an automated, marketing on demand engine. Let's see what happens over the next 30 to 90 days. I'll let you know at a future date should the on demand wheels start turning.
I'd like to hear your experiences with this type of post-sale MoD program with any other consumer-type product on the market. Let me know what you've seen out there...
Wednesday, April 2, 2008
The Big Boys Seem to be Waking Up to MoD
I saw two postings this week that raised an eyebrow. The first was an April Fools Day joke, http://printceoblog.com/2008/04/microsoft-enters-printing-business; Microsoft enters the print on demand business. This shouldn't surprise anyone if it actually happened. In fact...give Microsoft time, they'll figure out how to make it work...at least in theory.
The second one was real, http://printceoblog.com/2008/03/monopoly-its-not-a-game; Amazon wants book publishers to use their own on-demand printing facility. Smells a bit like the Adobe - FedEx/Kinko fiasco last year. We'll have to see how Amazon handles it.
Outside of delivering MoD exposure, what are the ramifications of the "Big Boys" getting into MoD? What do you think?
The second one was real, http://printceoblog.com/2008/03/monopoly-its-not-a-game; Amazon wants book publishers to use their own on-demand printing facility. Smells a bit like the Adobe - FedEx/Kinko fiasco last year. We'll have to see how Amazon handles it.
Outside of delivering MoD exposure, what are the ramifications of the "Big Boys" getting into MoD? What do you think?
Sunday, March 30, 2008
Back to Basics - Definition of On Demand
I was reading today about the definition of "on demand" as it relates to the printing world. It seems about 60-70% of current print jobs are considered to be “on-demand”; requiring less than a standard turnaround (I believe that used to be called a Rush Job)...and an estimated 75% of short runs of 4-color work already average fewer than 2,500 pieces. I need a concensus of the numbers to "ratify" the definition...please.
Question one: What is the timeframe for "standard turnaround" time?
Question two: What is the turnaround timeframe to be considered "on demand"?
Question three: What is the average number of pieces in an order to be considered "on demand"?
Looking forward to hearing what you think!
Question one: What is the timeframe for "standard turnaround" time?
Question two: What is the turnaround timeframe to be considered "on demand"?
Question three: What is the average number of pieces in an order to be considered "on demand"?
Looking forward to hearing what you think!
Friday, March 28, 2008
Can a paper napkin become MoD?
I recently saw a print ad appearing in Sweden’s Metro newspaper that applied the creative concept of using a napkin... just a napkin...to make a BIG statement about a juicy hamburger. When a marketer decides to utilize an object, such as a napkin, in their print ad, they offer another sensory tool besides just sight...that being touch. How does that medium play into the MoD concept? How are we able to mimic that physical "object" in other MoD mediums? It's a fairly simple question. I'm looking for a thought-provoking answer...Let's hear one please.
Tuesday, March 25, 2008
What Does True MoD Look Like?
Does MoD mean allowing a marketer to launch;
a.) a one-off marketing media (direct mail only) campaign or;
b.) a campaign combination of integrated marketing media (direct mail+email+print ads)?
I recently read a study by Bigresearch. They are a consumer intelligence firm providing analysis of behavior in areas of retail, financial services, automotive, and media. They have this service called the SIMM (Simultaneous Media Survey) that monitors more than 15,000 consumers twice each year. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. That plug being given, they recently released a study called, "BIGresearch’s SIMM 11: New Media Continues to Grow in Influence to Purchase". It's full of interesting statistics about New Media and it's impact on purchasing across different ethnic groups.
The study seems to show the first example of MoD. It doesn't show how the results would increase (or decrease) if a campaign of integrated marketing media was used. Does it matter? You tell me...
a.) a one-off marketing media (direct mail only) campaign or;
b.) a campaign combination of integrated marketing media (direct mail+email+print ads)?
I recently read a study by Bigresearch. They are a consumer intelligence firm providing analysis of behavior in areas of retail, financial services, automotive, and media. They have this service called the SIMM (Simultaneous Media Survey) that monitors more than 15,000 consumers twice each year. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. That plug being given, they recently released a study called, "BIGresearch’s SIMM 11: New Media Continues to Grow in Influence to Purchase". It's full of interesting statistics about New Media and it's impact on purchasing across different ethnic groups.
The study seems to show the first example of MoD. It doesn't show how the results would increase (or decrease) if a campaign of integrated marketing media was used. Does it matter? You tell me...
Sunday, March 23, 2008
MoD and Sunday Paper Ad Inserts
OK... here's a different twist.
I took the Sunday ads section, you know, the one with all the consumer electronics and food advertisements, and counted how many of those ads had any type of cross-media marketing.
Here's what I found:
Out of the 16 advertisement inserts, eight (50%) had their web site address on the front page of the ad insert, five (31%) had their web site address on an inside page of the ad insert BUT NOT on the front page, one had a toll-free number to call (along with the web site address) to find out where the closest store was to be found and three (19%) had absolutely no cross-media marketing.
Perhaps if there was an easier way for the advertiser to access other MoD applications they could impact their response rate in a positive fashion and tie it to revenue generated. These ads weren't just brand building, they were trying to get the consumer to buy something specific. Why didn't they utilize other on-demand applications?
Do you think making it easier for the advertiser to access and launch other MoD applications is the responsibility of the advertiser or the newspaper that delivered the ad? Tell me what you think...
I took the Sunday ads section, you know, the one with all the consumer electronics and food advertisements, and counted how many of those ads had any type of cross-media marketing.
Here's what I found:
Out of the 16 advertisement inserts, eight (50%) had their web site address on the front page of the ad insert, five (31%) had their web site address on an inside page of the ad insert BUT NOT on the front page, one had a toll-free number to call (along with the web site address) to find out where the closest store was to be found and three (19%) had absolutely no cross-media marketing.
Perhaps if there was an easier way for the advertiser to access other MoD applications they could impact their response rate in a positive fashion and tie it to revenue generated. These ads weren't just brand building, they were trying to get the consumer to buy something specific. Why didn't they utilize other on-demand applications?
Do you think making it easier for the advertiser to access and launch other MoD applications is the responsibility of the advertiser or the newspaper that delivered the ad? Tell me what you think...
Wednesday, March 19, 2008
Impact of MoD on HR Allocation?
So...I've heard some discussion that MoD can impact HR allocation (i.e. jobs). The Marketing department could theoretically lose some pawns off their chessboard. In the print producer environment, the pre-press jobs could be "reallocated" to other areas of the organization. Of course, that's assuming the on-demand workflow solution is robust enough to eliminate the human touch factor. When a technology hits mainstream Corporate America that clearly helps the revenue driver (that would be the customer), you can imagine the trickle down effect it would have on the rest of the organization that depends upon that revenue driver for milk and eggs.
Then again...I could be wrong. What have you seen out there?
Then again...I could be wrong. What have you seen out there?
Tuesday, March 18, 2008
The "Going Green" Marketing on Demand Machine
OK...I keep hearing about "Going Green" in the print and graphic art industry. How does MoD fit in with this "Green Machine"? Using other on demand mediums besides print could obviously save a tree and reduce "global warming", I suppose, assuming you believe in all that buzz (again I ask, what is the definition of buzz?). If you stop using PRINT on demand and start using email blasts on demand, that should help the trees, I suppose. Then again, the question needs to be asked, "how many emails are actually printed out on paper? Hmmmm....?
What do you think about all this "Going Green" and its effect on MoD?
What do you think about all this "Going Green" and its effect on MoD?
Monday, March 17, 2008
Saw a great article...
The post-ON DEMAND Conference editorials are always full of interesting ideas and opinions. I saw a great article in www.whattheythink.com. Barb Pellow, Director at InfoTrends, writes in her recent article, It’s a “My Media” World and Equipment/Software Providers Get It! , "From a software perspective, traditional Web-to-print is being transformed from a storefront concept to the much more robust concept of multi-channel Web services." I ask the question, does "multi-channel Web services" equate to Marketing on Demand? What do you think?
Sunday, March 16, 2008
Opening thoughts
This blog was borne out of the need to clarify where the evolution of marketing is headed. So much static in the industry. Definitions need clarifying and buzz-words need definition. This blog will be deemed a success if all walks of Marketing life contribute; ad agencies, graphic artists, direct mail shops, schools of higher education are but a few of those organizations and institutions we hope will add their breathe of knowledge. The door is open...
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