Printer NewsMay 2012
Print in the Mix
Marketing Practices that Inspire vs. Those That Irritate
Pitney Bowes surveyed 6,000 consumers across the United States, United Kingdom, Germany and France to clarify what customers expect and desire from interactions with businesses, and which interactions irritate them. The findings are important because a few larger marketing trends amplify the consequences of effective vs. ineffective customer communications.
Actions Seen as Negative by Consumers
• Sending weekly e-mails (89 percent negative).
• Asking customers to support a brand’s charity or ethical concerns (84 percent negative).
• Sending offers from third parties (83 percent negative).
• Encouraging interaction with other consumers via an online community (81 percent negative).
• Encouraging customers to attend branded lifestyle events (71 percent negative).
• Call center reps getting too chummy on the phone (70 percent negative).
• Inviting consumers to create their own homepage (69 percent negative).
Actions Viewed as Acceptable by Consumers
• Customer satisfaction surveys are perceived as an acceptable practice by 75 percent of those surveyed.
• Keeping in contact at a frequency that doesn’t upset the customer is key; 74 percent of consumers welcome a monthly offer sent to them via postal mail.
• A certain level of personalization and familiarity is welcomed; 59 percent of consumers surveyed say they appreciate online personalization on Websites, such as “Welcome, Jane.”
“This survey confirms that brands should listen to consumers before they send out their communications,” said Dan Kohn, vice president of corporate marketing, Pitney Bowes. “Every interaction must honor the interests of the customer first, only then is a relevant offer or call to action acceptable to consumers. Each conversation between a brand and a customer is an opportunity to delight or disappoint. We’re all learning how to do more of the former and less of the latter.”
To read the entire Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org). Also, visit The Print Council Resource Center for additional studies, papers and video content.
At FLM Graphics, Fairfield, NJ, Frank M. Misischia has been appointed president, and will maintain his current role as president of FLM Reprographics. He succeeds Vince Fiorelli, who has overseen FLM Graphics since 1998 and will continue to serve as an active executive member of the board of directors.
The Graphic Arts Association (GAA) named Donald Blyler Jr., founder of Donald Blyler Offset in Lebanon, PA, as its 2012 Neographics “Person of the Year” award recipient for his advocacy for the graphics arts industry, community service and educational guidance. The award was presented on May 3 during the annual GAA Neographics awards gala in Philadelphia.
The NYU School of Continuing and Professional Studies (NYU-SCPS) Graphic Communications Management and Technology program has chosen Steve Forbes, chairman and editor-in-chief of Forbes Media, as the recipient of its 2012 Prism Award. Forbes will be honored during the university’s annual Prism Award Luncheon in New York on June 21.
HardingPoorman Group, Indianapolis, has promoted Keith Craig to vice president of sales and client services; and Max Phillips to vice president of administration.
Chris Bostrom has been promoted to vice president of retail solutions at Rider Dickerson in Bellwood, IL.
A to Z Printing, based in Lincoln, NE, has hired Nisha Avey in the role of business development.
Two hires have been made at Graphic Dimensions, an Atlanta-based wholesale manufacturer of business documents. Bill Reid has joined the company as director of marketing and Andrew Alford is the new director of e-commerce.
Johnson & Quin, Niles, IL, has promoted Bob Arkema to executive vice president. Arkema and his team of senior managers are now responsible for creating stronger customer relationships in the company’s direct marketing programs, and will also lead its strategic direction in multichannel marketing solutions.
Franchise Services, the parent company of Sir Speedy and PIP Printing and Marketing Services, named Brynn Hudson of Sir Speedy in Newark, DE, as the recipient of its Don F. Lowe Salesperson of the Year Award.
At Think Big Solutions, Commerce City, CO, Eric Bassignani has been hired as an accounts manager. He brings extensive experience in large-format printing, project management and graphic design services to his new position.
At B&B Printing, Richmond, VA, Kelly Adams has been named director of marketing and Kim Wyatt has been hired as a customer service representative. PI