On the 31st of October, The Verdi Group ignites a papier-mâché campfire, turns off all the lights, and tells the most frightening B2B marketing mistakes.
Below are true stories told by Verdi employees.
Naturally, this is the first step in saving precious production and postage dollars on mail that won’t ever get delivered. It’s worth taking the extra step to have your sales team, or others in the organization, check the mail file for suppressions and/or updates. Any waste on the file is also going to negatively affect your lead rate, so it’s a simple way to optimize the success of your campaign, all while saving you some dough. (Also, running your file through the USPS NCOA is worth the fee to cut down on undeliverable mail and confirmation of address changes.)
Don’t be afraid to get your project quoted by multiple vendors. If one of your partners has the capability to fulfill all the components of your mailing, while another needs to send a piece offsite, there’s a chance that you’ll be paying a markup. If your lowest quote is still too high, find what’s driving the cost. (Note: nine times out of ten die cutting is what is going to drive up your cost per piece.)
Now I realize this might sound counter intuitive to saving money, but economies of size can make a huge difference if you can justify the use of additional mail pieces. Because after all, who doesn’t love getting more for less?
Once in a while at Verdi, our vendors will identify a material (i.e., envelopes, premiums, etc.) that exceeds the price we found in our research during the designing phase. In cases such as this, it doesn’t hurt to keep these links handy to offer as an alternative to what was originally quoted.
If you can decrease cost by shaving off half an inch of width, or by taking the paper stock down to a lighter weight, it could be enough to enter a cheaper postage class. Did you know square envelopes are considered an “Odd Size” and will cost you $0.21 per letter in addition to the postage required? Knowing something like this ahead of time can help you design more efficiently from the get-go, and rest assure that you’re entering the project on budget.
Statistics don’t lie – there are 4.021 billion internet users (53%) around the world – so it comes as no surprise that marketers are investing the majority of their budgets toward internet advertising. According to a recent Ad Age that reviews 2018’s top major media and marketing services, marketers worldwide are spending $78.3 billion toward internet advertising.
As business-minded people, we’ll do almost anything to get a response. At The Verdi Group, we have a history of sending interesting, educational premiums within direct mail packages. With decades of experience, we’ve only found that an appropriate premium represents your company positively and helps prospects remember your brand.However, deciding on the perfect one can be difficult – especially since it needs to be intriguing, within budget, and in support of the single most important point.
We’ll answer the second question first. You’ve heard the old saw, “In direct response marketing, list is responsible for 40% of the success, the offer is worth another 40%, and the creative comes in at 20%.” Those numbers are probably not true anymore, since they were developed as a result of millions of pieces of inexpensive direct mail testing by the publishing industry, who were responsible for most of the “junk” mail we used to receive years ago.
But the fact does remain, the offer is what makes people respond to a direct-marketing piece, be it electronic or something that goes through the US mail. In business to business marketing, or B2B as it is familiarly called, the offer is often information.