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Arandell is committed to improving employees health

Posted on October 14, 2011

Arandell has been recognized by the American Heart Association for being a Fit Friendly Company for 2011.  Arandell achieved Gold Status and a plaque to reflect such. Out of eleven states there were only 230 companies recognized. This is a huge accomplishment which reflects the hard work and commitment to improving ones health.

USPS dilemma

Posted on September 19, 2011

On September 6, 2011, Postmaster General Patrick Donahoe testified before the Senate Committee on Homeland Security and Government Affairs concerning the USPS dire financial dilemma.  He laid out what is needed from Congress to keep the USPS from default. It seems the Senate panel got the message and understood the need for immediate action. Something the mailing industry has known for years. My concern is what we will finally see from Congress knowing there will be winners and losers.

Will Congress have the fortitude to do what is right or give in to special interests groups which will only temporiarly delay default? 

What do you think?

To iPad or Not to iPad – Part II

Posted on July 19, 2011

I’m sure that after my last blog about the iPad you are now the proud owner of one…Gary Sierzchulski, VP, Arandell Marketing Solutions
perhaps the iPad 2. Congratulations and welcome to the ever-growing and not-so-elite-anymore club.

Since my last posting we have had a great deal of interest and questions as to how we go about building our apps. Like gin, there are a lot of labels to choose from. You need to look at the ingredients to judge the product and taste as many as you can, or in this case download as many as you can. So today I want to cover a few points to keep in mind when doing your homework on bringing your iPad app to market.

Do not get caught up in any cooperative program where your app is together with many other apps (“to save you money”). Your brand should stand by itself and be available to your audience as part of your multi-channel marketing strategy, not anyone else’s. A PDF version of your catalog posted on iTunes will get you nowhere.

Our clients have found that an app being somewhat different than the actual catalog has a better appeal to the audience. As I mentioned previously, the app itself is not meant to replace the catalog but to provide the user with a more mobile option. So while many marketers create the app with the catalog “guts,” most have added unique products, features, services, etc. to attract a broad audience.

Your app should be interactive…not just in the obvious, ordering…but by incorporating videos, perhaps audio, how-to’s. The digital world makes this easy and affordable. One of my favorite apps (not catalog related) is The Daily. It is a news app that makes great use of every digital means available to engage the reader and differentiate itself from the other news apps. This formula is so successful that it is one the best-selling (yes you have to pay for it, after a free trial period) apps out there. Their competition gives theirs away for free and are still are having a hard time beating The Daily’s numbers.

Make sure you have a splash page, the first thing a user sees when searching iTunes; the page that’s visible when downloaded onto the iPad. That brand logo is critical and should be consistent with your other marketing promotions. It represents who you are and your subscribers identify with you through that consistency.

Promote your app in every way possible. Place it (splash page) in catalogs, direct mail pieces, website, emails…anything and everything that reaches your audience. Again, consistency is key.

Tell the audience why they should download it. Seems obvious but the “build it and they will come – and stay” mantra does not apply here. There are over 350,000 iPad apps as I write this and probably a few more added by the time I finish, so you need to sell your audience as to why they should get yours.

When it’s time for a new release of your app, let your customers know – in advance. Not through the usual updates through iTunes but alert them through the channels I mentioned above. Let them know when it will be out and maybe tease them as to why they should download the new version. Some marketers alert their customers of a new release when the old app is activated on the iPad.

Again, most iPad users like to use the technology they have at their fingertips. That’s why they purchased one to begin with. Make your app appealing to their desires.

Make sure you are measuring everything you can about the usage of the app, not just the number of downloads. Also keep in mind that for some ordering through an iPad may not (yet) be a comfortable experience. So look at all available metrics, not just sales through the iPad.

There are a few marketers who are charging for their apps. Unless you have a pure educational or “how to” theme that has perceived value, you will not get much attention, or downloads by adding a price tag to your app. The goal is to make it easier for your customers to communicate with you and free is still king. (Do you remember the days when catalogers put a “price” on their catalog to show perceived value?) How’s that working today?

You do not need to refresh your app each time you roll out a new catalog. Again, the intent for an app is to be something different than the printed piece. We are seeing a trend with our clients of refreshing an app based on seasonality, new product roll-outs, etc. Apps tend to have a longer shelf life than the printed catalog so make the most with each one you produce and give people a reason to keep them.

Many of our customers see their web traffic increase significantly when their app hits the market. Then after a couple of weeks it plateaus. They see a similar pattern with the apps. You have to keep them wanting more. One of our athletic apparel companies includes workout videos within the app, enough for 30 days of workouts that challenge the user to reach that next level. After 30 days, a new set of videos is available to download.

Make sure you test the app yourself before it gets released. Try every feature, every page, every link, etc. This app represents your brand and you want it to be perfect. BUT – we all are still in a learn-as-you-go stage. The technology is rapidly expanding and the available options will be expanding as you move forward. Some clients are exploring ways to use the cameras in the iPad 2, another option.

So, we will keep you updated on the evolution of the iPad as it relates to the catalog market and the success and tribulations marketers continue to experience. But let me give you a little “heads up.” If you want to have an iPad app presence for the all-important fall and holiday seasons, now is the time to act.

I end this blog the same as my last one on this subject – the future is now.

Our phone lines are open.

Contact Us

Gary Sierzchulski

Vice President, Arandell Marketing Solutions

Phone: 866-834-5611

Email: GASierzchulski@arandell.com

Collaboration and Co-Creation in Today’s Marketplace

Posted on June 22, 2011

Listening to customers and having them collaborate with you will deliver positive results:

  • It creates an environment for change by addressing current practices which forces you to research alternatives.
  • When listening and encouraging collaboration customers will be less app to complain and more encouraged looking for solutions.
  • By enlisting customer input, these same customers will lead customer-driven change.
  • When customer collaboration results in changes they will feel empowered that they were able to influence change no matter how small the change.
  • Customers who have participated in the collaboration and change efforts are more likely to look for more opportunities to initiate change.

Creating communities where customers can engage your organization are invaluable in today’s marketplace. When structured properly, customer engagement can channel customers toward creating value for your organization. Collaboration and co-creation can influence change as a result of having a different set of eyes and ears working on an issue.

Customers today are better-educated, better-informed, better-connected and far more resourceful than any time in our past. Customers today want to be heard. Customers want to be part of developing the solution, resulting in a positive customer experience.

Customers demand greater vendor transparency and increased influence over what is sold to them, where it is sold, and how it is sold. They also exercise greater collective and individual power in the marketplace. The customer relationship from one of buyer-seller to that of a collaborative team will command greater loyalty and higher average prices.

First we must:

  • Discover our customers’ insights.
  • Develop a value proposition.
  • Deliver a positive customer experience.

Next we will delve into the role of the salesperson.

To discuss this topic further, contact:

Gary Sierzchulski

Vice President, Arandell Marketing Solutions

Phone: 866-834-5611

Email:  GASierzchulski@arandell.com

Don’t Look a QR Gift in the Mouth

Posted on June 15, 2011

For whatever reason, the USPS is offering you a 3% discount on your postage over the next two months for simply applying a QR code (mobile barcode) somewhere in your catalog. Huh? For all the reasons they should offer incentives, promotions, etc, I have to tell you, QR codes were not high on my list. But take it and run with it and don’t ask questions. You now have been given more than a postage discount. Now is the perfect opportunity for you to gauge the tech savvy of your customers and prospects, and also to understand how badly they want to be with you. All the technology in the world is meaningless unless your customers embrace it and tell you they want it.

First, let’s get the technical garb out of the way. QR codes have been around for sometime and I’m sure most of you have seen them in magazines, newspapers, billboards, POS, retail stores, etc., enticing you to scan the codes for something more – whatever they want more to be. The codes themselves are easy to build. There are 33 million do-it-yourself websites instructing you how to build them. You can get very creative in the design of them and have them embrace your brand. If that doesn’t do it for you, then let us help! You can contact us to either walk you through the steps or we may even be able to create them for you. However you choose, the technical barriers to creation are so low that my dog Alex produced one for his collar that directs the person who finds him to the nearest Starbucks.

The real issue here is what you want that simple QR code to do for you, and more importantly for your customer. DO NOT take the easy way out by creating this code to steer people to your website. This is a waste of time for them and produces nothing of value for either of you. Don’t you think they can or already have gone to your website if they wanted to? So this code is supposed to save them the time of typing it in…….? Come on – you’re better than that. Here is where direct marketing basics come back to life. The opportunity to engage with your customers is prime and you have an exceptional opportunity to truly add value to your relationship.

WHAT IF the QR code directed people to….?

  • Your loyalty program to learn all the benefits of joining your program?
  • A YouTube video describing the features and benefits of one of your best-selling products?
  • A video on how to apply that perfect anti-aging cream?
  • An offer too good to be passed up, like 40% off plus free shipping? (Think JoS. A. Bank)
  • A recipe that includes one of your best-selling spices?
  • The perfect gift sampler of meats to send to your Dad or better yet…me?
  • Your Facebook page and encouraged them to “Like” ( I still have a hard time with this one) you and by doing so, they would receive an instant discount?
  • A list of reasons as to what differentiates your products and services and why they should buy from you?
  • A survey and upon completion of it they are awarded a significant discount?
  • A listing of your retail stores in their area?
  • An instant coupon that they could take to their local retail store for a discount?

What if…….

My time is up here. But the message here is to use the code to engage your customers and measure the results. From this “gift” you may truly learn more about your customers, and make some money as well….and really isn’t that what direct marketing is all about?

Again use this gift for all it’s worth because you may not have a second chance……….

Call us we’re here to assist.

Gary Sierzchulski
VP, Arandell Marketing Solutions
866-834-5611

Click or scan the code below to send me a message.

Paper Price Increases Announced

Posted on May 31, 2011

Over the past few days, the majority of paper mills in North America have announced a paper price increase of $1.50/cwt, or between 2.5 and 4% overall. These paper price increases will take effect with all new orders and any existing orders with ship dates of July 1st and after. They affect coated freesheet and groundwood grades, as well as some super calendared grades. All basis weights and finishes are affected.

The following mills have announced an increase:

- NewPage

- Verso

- West Linn

- Appleton Coated

- UPM

- Kruger

- AbitibiBowater

There are a few mills (most notably Sappi) that have yet to announce an increase. As long as a major mill like Sappi has not announced, there is hope that these announced increases will not hold. I do not see this happening, however, as mill after mill is citing increased input costs (especially pulp and those inputs that contain anything relating to resin or petroleum-based products) as a main driver for these announcements. I believe that the reason these few mills have not announced yet is that they are looking to further fill their backlog of orders and that they will announce an increase when they are full.

We at Arandell will be doing everything we can to mitigate these as much as possible. Should the situation change, we will be the first to let you all know.

If you have any questions, or if I can be of any help, please just let me know.

Thank you,

Blake Hutchison

Vice President, Procurement

866-810-7728

BJHutchison@arandell.com

Customer Engagement in Today’s Marketplace

Posted on May 31, 2011

While attending the 2011 Customer Intimacy Summit, Dr. Mohan Sawhney, PhD, Professor Kellogg School of Management, presented his keynote address: Engagement in a Digital World. Professor Sawhney is a globally-recognized scholar, teacher, consultant and speaker in strategic marketing, innovation and new media. Dr. Sawhney’s presentation focused on engaging your customers via social media.

Today’s marketing leaders are engaging their customers on a one-to-one basis through social media sites such as Facebook, Twitter, YouTube, etc. Forty percent of social media users have “friended” a brand and 46% of Facebook users have “recommended” a brand.

By marketing directly to customers who have chosen to engage you via social media you can leverage their loyalty to your brand. In return they will be the evangelists that will help spread the word. This type of customer intimacy is a two-way street – there must be a benefit to the customer in order to remain engaged with you and vice versa.

Make sure customers not only have an opportunity for a dialogue with your brand, but with each other. Get the conversations started by asking for opinions and insights, and recognize contributions. Involve customers by forming online social sharing communities.

Be innovative and make sure content is relevant, fresh and rewarding. Start by transforming your marketing mindset from “incentive” to “service.” Be sure to nip any service problems in the bud and head off any negativity that can quickly go viral from well-connected customers.

Some key points to keep in mind when engaging your customers:

- Do what you say and say what you do

- Be honest and transparent

- Deliver a personalized customer experience

- Do not over-engage

- Communicate – Collaborate – Educate – Entertain

Prior to engaging your customers via social media, you will want to “listen” to what is being said about you in the social media space. Arandell’s Direct Marketing group offers Social Media Marketing Solutions that help you to listen, learn and respond.

In my next post, we will review how you can collaborate with your customers. In the mean time, feel free to contact

Gary Sierzchulski

Vice President, Arandell Marketing Solutions

Phone: 866-834-5611

Email: GASierzchulski@arandell.com

PRC Approves USPS 2011 Mobile Barcode Promotion

Posted on May 18, 2011

We love to be the bearer of great news and today we’ve got it! We know you all want to hear about opportunities to save…and the post office is giving you a great opportunity to do that this summer. On May 17, 2011, the PRC approved a USPS proposal to host a Mobile Barcode Promotion in July and August of this year.

What is the USPS Mobile Barcode Promotion?

The goal of the USPS Mobile Barcode Promotion is to build awareness of mobile technology and to demonstrate how mailers can leverage mobile barcodes to increase their ROI on direct mail. The promotion provides business mailers with an upfront 3% discount on Standard and First-Class mail letters and flats that include a two-dimensional (2D) barcode and that can be read and scanned by a smartphone.

The USPS promotion will run from July 1, 2011 through August 31, 2011. All companies who use a permit imprint are eligible to participate and there is no pre-registration required. For this particular promotion, the postal discount is applied immediately (as opposed to previous promotions that required you to submit paperwork to get a “rebate” on your mailings). The mobile barcode discount will be calculated in PostalOne! and applied to the mailing statement at the time of mailing.

USPS Mobile Barcode Promotion Requirements

All of the following must apply in order for you to use a mobile barcode on your mailpiece:

  • All mailpieces in the mailing must include a mobile two-dimensional barcode on the face of the mailpiece or within the mailpiece.
  • The mobile barcode must be used for marketing purposes (for use by the mail recipient).
  • Standard and First-Class Mail letters and flats must be sent with postage paid using a permit imprint and submitted electronically using Postal Wizard, Mail.dat or Mail.XML to qualify for the discount. (Mailings submitted via postal Wizard cannot exceed 9,999 pieces.)
  • The Mobile Barcode Promotion must be affirmatively claimed on the “Incentive Claimed” line in the certification section of the postage statement.
  • Mail must be tendered for acceptance during the promotion period, July 1, 2011 through August 31, 2011.

For your convenience, The USPS has published a Mobile Barcode Promotion Frequently Asked Questions document. It contains general information about the promotion, along with regulations and eligibility requirements. (Note: The original FAQ document indicates that non-profit organizations are not eligible to participate in the mobile barcode promotion but that has changed since the document was published. Non-profits ARE indeed eligible to participate.)

Why wait? You’ve got nothing to lose. The USPS Mobile Barcode Promotion gives direct mailers the perfect opportunity to test the marketing potential of mobile barcodes. The low cost of entry, combined with the summer discount being offered by the USPS makes this the most optimal time for you to speak with us about how you can integrate a mobile barcode into your printed catalog today!

For additional information, Email our postal experts, contact us at 866-675-4054 or scan/click this QR code:

How do you approach customer intimacy?

Posted on May 16, 2011

Recently I had the pleasure of attending the 2011 Customer Intimacy Summit hosted by TouchPoint Alliance. The conference was creatively titled, “Capturing the Hearts of Customers – the Future of Marketing.”

The premise for the summit is that companies who want to grow their business need to differentiate themselves from their competitors by building customer intimacy. This entails networking, collaborating and partnering with your customers.

While most companies attempt to drive their business through product development, this process is outdated and backwards. Today, more and more companies are exploring the idea of building their business through customer service/customer intimacy, which drives product development.

Promoting a positive work environment leads to happy employees. Happy employees take care of their customers, which ultimately leads to profitability. The trend is to put customers and employees ahead of profits. By encouraging your employees to observe the organization through the customer’s eyes, they will better understand what the customer needs to be successful.

Management’s role in this process is to monitor the results, hold employees accountable and most importantly, stay the course. Employees who feel empowered will work in the best interest of the customer.

In short, your organization needs to follow some basic principles in order for this to be successful:

  • A commitment from senior management
  • A clear understanding of who the customer is
  • A superior value proposition
  • A compelling customer experience
  • A set of metrics to measure and manage the client experience
  • Employee incentives aligned with the client experience

Stay tuned. My upcoming blogs will cover leading trends in integrating social media into your marketing plans and engaging your customers on a one-to-one basis.

Interested in hearing more about the conference? Contact:

Gary Sierzchulski

Vice President, Arandell Marketing Solutions

Phone: 866-834-5611

Email: GASierzchulski@arandell.com

To iPad or Not to iPad

Posted on April 12, 2011

Gary Sierzchulsk, VP, Arandell Marketing Solutions

Look at some of these facts:

  • Over 20 million sold so far (selling at a faster rate than the iPhone)
  • Second generation of the iPad sold out in less than two weeks; Third generation of the iPad already scheduled for release later this year
  • Publishers have embraced the device and virtually all have an iPad version of their publication or have completely converted to the electronic tablet
  • 50% of Fortune 100 companies are testing the iPad for business use
  • Here is one to remember: Conversion rates are five times higher with an iPad versus other mobile devices
  • Average age of user is 44; average income is $65k (both numbers are dropping)
  • iPads are now being sold at retailers like Walmart and Target, becoming more mainstream

So with all of these trends, why not test the water? Here are some of the reasons I have heard from our customers:

  • Not enough of them in the market…yet
  • My customers do not “fit” the user profile
  • It’s just an electronic catalog
  • How will my customers find my app?
  • We don’t have the internal resources to support it
  • The ROI is not there
  • It’s a fad that will soon fade away when something else comes along.

All of these are valid concerns. But if you’re looking to meet the needs and wants of your customers TODAY, provide them with another channel to match their lifestyle; you owe it to them and your company to investigate this channel. As you know, the easier you make it for your customers to connect with you the better for your brand (and your bottom line). Even if you generate no sales from the device, the increased exposure of your brand may more than justify the cost.

The iPad is an extension of your catalog, not necessarily the exact same version of your printed catalog…but could be. Like all other marketing channels, its performance can be measured. And here is another cool opportunity…we now have the technology to drive personalized content to the iPad.

Granted, it is a new channel and many questions remain but at the current growth rate for this product and the evolution of your customer’s demands, you need to have a presence in this channel now as opposed to later.

Remember just two years ago the discussions you had internally about social media? Look at how that channel has impacted your business. As someone once said – the future is now.

Let’s talk. Contact me, Gary Sierzchulski, at 800-558-8724.

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