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Author: Joe Dyer

Vol .18

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  • The Happenings at Creative
  • Holiday Planning
  •  Quote of the Month
  • What the Marketing
  • Get Featured Newsletter
  • Exclusive Special Offer
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The Happenings at Creative

We are happy to have been able to host an open house event at our office recently! After such a long period of separation, being able to talk, see and show guests around our facility and office was a wonderful experience.

Prior to the event, we have been working on giving our production and office areas a fresh theme, community. Creative Composition was originally opened in Orland, and moved to Chico in 2010 to better serve the Butte area and beyond. Creative Composition has always been a proud supporter of community and local efforts such as the Butte Humane Society and Jesus Center, and we aim to continue our commitment to providing local people and their businesses the best value we can offer.

We hope that all who were able to attend were able to come out of the day with a better understanding of our facilities capabilities and how they could be utilized. Keep an eye out for other information about events and offers from us in the future!  For those that were not able to attend, make sure to send us a message and let us know where you can be reached.

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Holiday Planning

The Holidays are fast approaching! As some of you are probably aware, there is currently a lack of availability in the supply chain across many industries. Backups at ports and lacking availability of workers means that lead times are extended for many processes. Procrastination is a dangerous game this year.

There has been a trend seen last year and partially this year already of the use of online channels to do holiday shopping. This means that consumers are still hesitant to do the same level of in person shopping as the years but they are also looking to be able to do more in person shopping when it’s acceptable. Last year there was a 28% decline in the amount of in store purchasing, while there was a subsequent increase of 64% in online holiday shopping.

With the pandemic having run its course for almost two years, there has been reportedly an increase in the amount that people are doing their holiday shopping. This may have been brought on by the lack of outside spending opportunities from the past year and a half. People like being able to participate in the economy, especially in the US where the “consumer is king”. Early reports have been showing an increase in those doing their holiday shopping early, and that they are spending more than last year.

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What the marketing

Marketing trends come and go and as we progress further into the age of dissipating attention, trends are sticking around for much less time. Many businesses and brands are able to hop on the bandwagon and gain interaction by riding a wave of up to the minute content. Often time brands are late to the game and release campaigns or content about a trend that is long in the rearview of their audiences mind.

One of the main reasons for this marketing behavior is the focus on Gen Z and the emerging Gen Alpha. While it is a smart move to try to market to these emerging cohorts, it can sometimes result in marketing content that alienates or directly offends members of the older generation. One example of this is the use of celebrity for selling specialized meals at McDonalds. Celebrity inspired meals have been a practice for the fast food chain in the past, with the last one before this recent wave featuring Michael Jordan in 1992. There have been a few partners recently but none seemed to target the youngest generation like the pairing with K-pop group BTS. McDonalds typically targets a wide range of ages, but almost 95% of the BTS audience is below the age of 29, with the majority of its audience living in Asia.

It seems like the route that brands will continue to go is less about the safe and instead is reaching those outlying groups in more meaningful ways. There has also been a trend of businesses going towards marketing material that has reactionary content. Weetabix mixed it up and shocked its followers with an unusual pairing of cereal bar and beans. Some of the best engagement can come from people telling you that you were wrong

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Special Offer

Do you want to be the featured business in our next newsletter?

Send an email submission to jdyer@creativecomp.com to enter your business!

Take advantage of this 10% OFF offer! Subscribe to our newsletter and receive the coupon instantly!

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Vol. 17

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  • Change is in the air at Creative
  • Graphic Fox's Fine Folks
  • Colors of Scale
  • The Olympic Dream
  • Quote of the Month
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Change is in the air at Creative

As some of you may have noticed already, Creative Composition is now the official home of the Graphic Fox! The Graphic Fox has had over 45 years’ worth of design and printing experience and we couldn’t be happier to be able to incorporate their knowledge and spirit going forward! Creative Composition has four new faces being added to our team and we couldn’t be happier with the energy and expertise they bring to the table.

So who are these fine folks? Here’s a little sneak peek:

Brett:  Brett is a Chico native with years of experience in the printing industry. You may have seen Brett knocking down some pins at the bowling alley, where he competes in some tournaments with the local leagues.

Mary Jane:  Mary Jane is another wonderful sales representative with many years of experience in the industry. Grandma of the Loaf is another title she holds proudly, and while you may begin to think it’s a call to a long standing passion for baking, it is really about her adorable granddaughter.

*Her granddaughter is not a literal loaf of bread.*

Michelle:  Michelle is Chico State alum with 15 years’ experience in the graphic design field. When Michelle isn’t creating magic on the screen she may be keeping herself busy wrangling her three kids, and if the season is right you might see her out at second base on the softball field!

Tim:  Tim is a key part of the production team with 36 years in the graphic production field. When he isn’t working a press, Tim loves to spend his time with his children and his children’s children.  He also has a knack for the BBQ and is known to bless his family and friends with some sweet baby back ribs.

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Colors of Scale

Did you know that Creative Composition has been G7 certified? What does G7 even mean? When it comes to printing there are many factors that go into how a final product turns out. There are different scales of color and balance that can all be calibrated differently.

G7 certification means that we are able to consistently deliver output with colors that do not alter whether it’s on our Heidelberg Offset press or one of our other digital machines. Creative Composition has a keen eye in providing our customers with the highest quality product we can produce. With the G7 certification we add more certainty for our customers in knowing that the image that they submit for production will be replicated to near perfection.

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The Olympic Dream

The 2020… 2021? Olympics have come and gone after a year of delay. While watching the games one thing I noticed was the wide range in age from the oldest to the youngest competitors. These differences in age are seen throughout every sport and do not seem to be a predictor of whether an athlete will medal.

Momiji Nishiya was one of the youngest competitors to earn gold in the women’s street skateboarding at the age of 13, while Mary Hanna is still competing in the equestrian at the age of 66.

Age is not the limiting factor in people reaching their pinnacles of success. Hard work and determination is more important than the number of days you’ve lived.

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Special Offer

Do you want to be the featured business in our next newsletter?

Send an email submission to jdyer@creativecomp.com to enter your business!

Take advantage of this 10% OFF offer! Subscribe to our newsletter and receive the coupon instantly!

creative-composition-coupon
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Every Door Direct Mail

What is Every Door Direct Mail and what does it mean for reaching your audience?

EDDM is a service offered by USPS which allows businesses to target areas across the United States through choices of ZIP codes carrier routes based on household demographics. The key benefit of Every Door Direct Mail is removing the need for the traditional mailing list. Targeting lists are essentially generated by USPS based on the most recent census data, allowing your businesses to save time and money on acquiring potential customers contact information.

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Here are some industries which have been seen to gain the most from the use of Every Door Direct Mail:

  • Retail
  • Restaurants
  • Realtors
  • Business services
  • Medical Services
  • Dental Services
  • Contractors
  • Home Services
  • Attorneys
  • Local Arts
  • Community Organizations
  • Political Campaigns

Every Door Direct Mailing helps these industries in a multitude of ways; the most impactful of which are the ability to gain awareness, increasing the number of customers that are coming into your marketing funnel, and seeing greater returns on your marketing activities.

Gaining Awareness

For small businesses it can be a difficult task to face finding your audience and reaching those who could potentially be interested in what you have to offer. With Every Door Direct Mail, you are able to mail out to a greater number of people through lower rates of shipping.

Gaining More Customers

Businesses that rely on local customers benefit greatly from Every Door Direct. EDDM allows them to spread the messages about their business to those in the areas closest to them. Increasing local market share and remaining present in those that surround your location.

Seeing Better Returns

Through the targeting of mail routes within ZIP codes based on US census based data, EDDM allows businesses to connect with the right people within their targeted areas. With the proper appreciation of the data, reporting has shown much higher rates of return on investment because of the higher rate of quality leads coming from a refined delivery qualification.

What is the difference between EDDM and regular bulk mailing?

The typical practice of bulk mailing requires a mailing list with the addresses and names of all the people you are hoping to reach. These lists are usually acquired from list brokers or agencies whose purpose is composing the lists through in depth analysis.

Standard Mail Flats are the only type of mailers allowed in use of Every Door Direct Mail. The Maximum and Minimum sizing for EDDM can be seen below in the graphic, or directly quoted from the United States Postal Service here:

  • Rectangular with four square corners or finished cor­ners that do not exceed a radius of 1/8 inch
  • One of the following: more than 11.5 inches long, more than 6 1/8 inches high, or more than 1/4 inch thick (Note: If an 8 1/2 x 11 piece is folded in half, the final dimensions would not be a flat-sized piece.)
  • Not more than15 inches long, 12 inches high or 3/4 inches thick.
  • Orientation of the address does not matter, i.e., whether the address is applied parallel to the long or short side of the piece. However, the address must be in the top half of the piece.

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How do you take advantage of EDDM?

The most important step to take to use Every Door Direct Mail is to get started on the copy and composition of a piece to send out to prospects. Creative Composition has in house staff to help you design and create direct mail. Test your calls to action and see what could encourage your recipients to make the jump and initiate contact with your business.

If you would like to more about Every Door Direct Mail (EDDM), Creative Composition can help you navigate the requirements with ease. Please reach out to our mailing specialists if you have a campaign that you would like us quote.

Informed Delivery

What is Informed Delivery?

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Informed Delivery is a new service that allows consumers to digitally preview incoming direct mail before it arrives. The post office send pictures of each mail piece, also known as the informed delivery daily digest, on the day the direct mail arrives. The digest also includes tracking information  for any package you are receiving. Consumers have to sign up for the USPS Informed Delivery service before they can start to receive mail updates. Although it was originally only available in certain areas, it is now a widely available being used by over 26.5 million Americans and counting.

*Informed Delivery allows users to interact with their incoming mail and packages in one convenient online location.  Users will receive email notifications containing grayscale images of the exterior, address side of incoming letter-sized mail pieces that are arriving soon.

Why do I need Informed Delivery?

Individuals are signing up for Informed Delivery more now than ever. Why? Mail theft is on the rise as well as extended waiting periods of receiving mail. This, in large, could be due to the hit of COVID – 19 and the influx of online ordering. With that being said, here are a few perks that come with Informed Delivery.

  • A sample of the mail to be received that day will be emailed at 7:45 Am every day.
  • Images are clear and shows recipient information which is valuable to a multiple member household.
  • In the online portal, mark mail that was not received but had a preview for.

Click here to sign up for Informed Delivery.

Marketing and Informed Delivery

A main reason Informed Delivery gives hope to direct mail marketers is due to its forced interaction with Informed Delivery users. 70% of subscribers open their mail daily increasing the chances of impressions on your Direct mail that would have other wise been thrown away. Add timelessness into the mix and businesses have the opportunity to target customers at the beginning of their day, perhaps at time where they are more likely to make a purchase.

Features of USPS Informed Delivery

Informed Delivery also includes the following features for businesses:

  • Create a Campaign via the Mailer Campaign Portal: Once you have gained access to the Customer Gateway, you will be able to create an Informed Delivery Interactive Campaign.
  • Pre-Campaign Analysis Report: From the Customer Gateway, you will have the option of creating a pre-campaign analysis report. This makes it possible for your business to evaluate how many people on your consumer list are already using Informed Delivery services.
  • Representative and Ad Image: An Informed Delivery campaign consists of a representative image and ad image. The representative image can either be a picture of the mail piece or different artwork that looks more like a banner image. In addition to the representative image, there will be a smaller image called the ad image. Think of this as a Facebook ad. It is similar in size but will contain the offer of call-to-action (CTA).
  • Call to Action: Next to the ad is the CTA text that contains a link to the landing page that you’re pointing the end user to. Keep in mind, if you’re currently tracking in coming traffic to your website through analytics, it is important to include UTM tracking with in your link. This will allow you to see informed Delivery as a traffic source.

Benefits of using Informed Delivery for Marketers

Marketers are looking for a way to pair direct mail and digital, and on the most basic level, Informed Delivery is it. The ability to show an ad to a consumer that you know is getting your direct mail piece is pretty powerful. Many of those in direct mail marketing know how important it is to track open and click-through rates. Through Informed Delivery updates, it is possible to track these for your direct mail campaign. Another great feature that Informed Delivery offers is the chance for your Direct Mail Campaign to stay live. This means that weeks to months after your direct mail piece is delivered, users can access their portal and click back on the live mail piece.

Informed Delivery is a free feature that is offered by USPS. Take advantage of it now!

Key Takeaways

Informed Delivery….

  • Used by over 26.5 Million Americans.
  • Gives insights into open and click-through-rates for marketers.
  • Provided as a free service, for now, by USPS.
  • Bridges the gap between direct mail and digital marketing.

We can help!

If you are currently using direct mail and not taking advantage of Informed Delivery for your direct mail – we can help.

Call Mark today!

Mark Blog post pic

Mark Hendry
VP Sales/Marketing
530.924.2408
mark@creativecomp.com
www.creativecomp.com