There was a time when understanding how your customers make decisions required guesswork, dart throws, or focus groups that, more times than not, did little to increase ROI, cash flow and margin.READ MORE +
Universal Wilde Blog
The Universal Wilde blog features the latest news on marketing, printing, fulfillment and distribution. Here you'll find posts on emerging trends in marketing services.
What communications topics are data-driven marketers focused on in 2018?
Universal Wilde wanted to understand this, and recently commissioned our 2018 Marketing Priorities Survey, in which we asked data-driven marketers what their priorities and challenges are for the new year. One question focused on what are their most important communications topics for the upcoming year – and three topics came out on top:READ MORE +
By some estimates, we spend between eight and ten hours a day online, with much of our web content and social media surrounded by and including marketing messages. This doesn’t include time spent with offline media.READ MORE +
For many it is the happiest time of the year. For some, it causes stress and anxiety. For all, there is no doubt when the holiday season is back in full swing. It seems that every year (similar to back to school) retail stores and TV commercials alike are pushing the boundary of when it is acceptable to start rolling out the holiday "cheer". As marketers, we have learned to take advantage of the holiday-based interests and needs of our customers. Whether it be Thanksgiving, Christmas/Hanukkah, or New Year's, selection of which specific holiday marketers want to base their campaign around is important.
Marketers' next choice is what is the offering/message based on their customers' needs/behaviors; and lastly, what channels to use to reach these valued customers. Since consumers are using an average of 5-7 channels before making a purchase, an omni-channel marketing approach with a strong direct mail component may be a wise strategy.
The USPS estimates 15 billion pieces of mail will be sent this holiday season. See below a helpful infographic on USPS facts and deadlines for the 2017 holiday season:
Who doesn't enjoy a personalized, dynamic mail piece around the holidays? After all, Santa's main form of contact is a wish list sent by letter to the North Pole! As marketers, we need to embrace this concept to ensure the best response from our valued customers.
Below are four guidelines to follow when designing and implementing your holiday-focused campaign.READ MORE +
The United States Postal Service (USPS) recently rolled out a new service available to consumers and marketers called Informed Delivery Service. I learned about this at the recent &THEN DMA Annual Event in New Orleans. I was intrigued with the idea because it integrates digital and mail channels, and I wanted to understand how it will benefit consumers and marketers. First, here’s how it works:
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I recently attended our 2017 Open House & Forum, which featured two great presenters who spoke about the power of direct mail and the latest innovations in combining technology. And it made me wonder...How many e-mails did you delete this morning, or any morning for that matter, with only looking at the subject line and sender? How easy was it? Was there much thought behind it?
Every day, our e-mail inbox is flooded with information. Many people may have two or even three e-mail accounts. Now, I would like for you to ask yourself, when is the last time that you threw away a physical, tangible, dynamic piece of mail without even opening it to discovering what is inside? If you are like 86% of Americans, you will pick up the mail and spend an average of 8.4 minutes sorting it at your very first opportunity. Is it not true that many will send a more personal, heartfelt, caring message in the mail rather than an e-mail? Imagine getting an e-mail from Mom of yet another cooking recipe. The subject line reads “Check Out These 10 Delicious Cookie Recipes”. What are the chances that the e-mail is saved? Now, what if Mom sends in the mail a handwritten cookie recipe with one of her famous baking masterpieces? Are you going to throw it away? I doubt it. You may even take that handwritten recipe and proudly display it on your refrigerator for all to see. Oh, the power of mail...
USPS' Irresistible: The Integration of Mail and Technology
On September 12th at our 2017 Open House & Forum, I had the pleasure of witnessing, along with a captivated audience of 80 or so other marketers, Coakley Workman, Manager Mail Innovations of the United States Postal Service, and Stephen Flood, CEO of Universal Wilde, present the very idea that mail is not dead, but is very much alive and is combining the latest innovations in data and mobile technology and what it can mean for marketers.READ MORE +
Where does one begin with the higher education market? It’s highly complex and marketers need to keep an eye on trends and customer behavior patterns to stay relevant and competent in the field.
I was delighted to discover Sappi’s incredible guide for higher education marketing professionals, The Marketing of Higher Education, which seeks to simplify everything for marketers in this field. Sappi provides a slew of information including industry stats, case studies with full spreads of creative, myths and facts to be cognizant of in marketing, and a jaw-dropping, 5-page pullout brimming with ideas for crafting a multi-channel approach.
Although there are many impressive things about the guide, I’ve distilled my top 3 insights for why you should read it and keep it for reference:
I spent this past Saturday afternoon at Bed Bath & Beyond. I really do love the store. It’s filled with pillows, and comforters, and kitchenware, and signs that say “Bless this Mess” or “Home is Where the Heart Is”, and candles, and good smelling reed diffusers, and... I JUST LOVE IT! I’m a 20-something year old man and I am in the abundant company of 30-50 year old women, but the store is comforting and bargain-priced.
Sometimes, a two-dimensional idea just doesn’t work.
Interested in creating a new loyalty program? Want to incentivize fans and sponsors of sports teams? Want to keep people engaged and aware of your team schedule? Want to bring your custom designs to life?