CADM conference shows trends in direct marketing

Consumers are in charge - and they mean business! That was the message presented by J. Walker Smith at IMX08 in Chicago recently. Smith is President of Yankelovich, Inc., a leading consumer market research firm. He gave the keynote presentation at the Integrated Marketing Expo sponsored by the Chicago Association of Direct Marketing (CADM).

Smith believes that the consumer empowerment revolution is here. “If you’re going to be a part of it, you need to arm yourself with the latest most accurate information about your customers and prospects,” he said. “Consumers want to take control of how they are marketed to.”

Surveys taken by the Yankelovich, Inc. show that 80% of consumers want control of the type and amount of marketing messages they receive. They see through the hype and will research products themselves before buying. They do want more information about products. But it must be relevant, pinpointed, good information…not too much information.

What this means for direct marketers, is the need to know more about our prospects than ever before. Marketers must know what customers want and how they want to learn about it. Messages must be relevant to the individual. Personalized direct mail has become more important. Consumers are giving up sleep to make more time in their day. They don’t have the time or patience for anything that doesn’t fit their priorities.

The postcard format is being used more to reach these time starved consumers. It’s quick and inexpensive to produce. It’s fast and easy to read. It’s a powerful marketing tool when personalized with relevant information that the recipient wants. The availability of digital printing now makes personalizing any mailing format possible. Personalization is database driven. By matching the level of personalization to the type of campaign and customer buying cycle you’ll make an emotional connection with the prospect. “When marketing is worth it, people will pay attention,” said Smith.

For more information on how to personalize your direct mail formats call us at 800-410-MAIL. A.M. has two Konica Minolta laser printers that will duplex up to 12 point card stock. This is a low cost digital solution for personalizing preprinted postcards, selfmailers and brochures. You can add variable data, versioning or corrections to a printed piece…quickly and economically. Call us for a quote or a free laser printing analysis of your paper stock.