Tuesday, October 24, 2006
There's Some Serious Magic at Adobe, Sticking to Magazines, Hypertargeting Unisys, Printing is a Staple at Staples, and more
I wasn't particularly skilled at using Visual Communicator at the time of Dick's roast, but a copy of it can be downloaded (10mb) at http://download.yousendit.com/7D4B77D217F0C5E5 for the next 2 weeks.
One of the most important marketing books of the past year is What Sticks. The author just spoke at a magazine conference and said some very interesting things about print. The industry should memorize this book... it is one of the most comprehensive discussions on the interaction of media available. While we do have to remember it's an analysis of large companies' spending, it is an eyeopener, first at how little is known, and second, how well new techniques can identify optimal media allocation. Key item below: As a marketer you maximize ROI when [you] use all media. Isn't this where the new opportunity is for printers?
TV was dominant in all the studies as a way to increase brand awareness. But magazines proved to be more effective at both brand awareness and purchase intent. Magazines were superior to both TV and online in driving purchase intent. "Magazines are the most consistent performer of all media measured if you look at ROI," Mr. Briggs told attendees. "As a marketer you maximize ROI when [you] use all media, and magazines were key to that. Each element of the marketing mix must find its own strength and leverage it to surround the consumer with a synergistic and consistent message. Leaving magazines out of the mix is tremendous mistake."
The WSJ has a very interesting article on targeted marketing (the article is on their free side of the site). The first line of the article: Around 20 high-ranking executives at corporations such as Subaru of America, DHL, Citigroup and Northwest Airlines will get a surprise when Fortune magazine arrives on their desks this week. Each will find his or her own face gracing the cover.
This was particularly interesting: Unisys once relied mainly on magazine advertising, but it left people with a "vanilla" impression of the company, says Ellyn Raftery, its vice president and general manager of world-wide marketing and communications.
It's a good article, quite short, but worth pursuing.
Coincidence? Joe McGrath, CEO joined Unisys after serving as president and general manager of Xerox Production Color Systems.
Staples continues to make investments in printing, opening up a production facility in California and one in New Jersey.
When you see a headline that reads "Germany sees increase in mail order shopping" don't you think "mmm.... catalogs and direct mail must be doing well"? It always pays to look at the definitions. As you read on you find "Mail order purchases include those made online, via catalogues or phone" and then "Internet shopping is the most popular form of mail order purchases." I guess something gets lost in the translation.
This article updates the current state of e-mail in the marketing mix...
... and... there is now an "E-mail Experience Council"
>of Serious Magic. I have used their
>Visual Communicator product
Dear fellow Jasper, I've used the Serious Magic product. I'm sorry to see ANY useful product picked up by "the big boyze". It always leads to the death of innovation. Here's my uses if you want a laff.http://home.comcast.net/~v2y2r0n27rhj6y/PaperKnot.wmv