Direct Mail and Social Media: Peaceful Coexistence (Webinar)
PHILADELPHIA—February 6, 2014—The "Direct Mail and Social Media: Peaceful Coexistence" Webinar presented last week by Printing Impressions, and sponsored by Canon Solutions America, discussed strategies for merging social media with direct mail, and presented tools for driving referrals for social networks. The Webinar was moderated by Barbara Pellow, group director at InfoTrends; and panelists included Renee Hall, vice president of business development, Dukky, in Mandeville, LA; and John Ortiz, director of operations and sales, Your Preferred Printer, of Kenner, LA.
Pellow revealed that 47 percent of all printed marketing materials are linked to some form of online digital channel. "What marketing executives want to do is reach a broader audience, a target demographic and boost response rates." She added that companies may do this by including links on brochures, direct mail pieces, and bills and statements, which go directly to their Website or their social media sites."
Marketing software firm Dukky provides agencies and printers with a social, integrated platform to manage and deploy marketing promotions, identify social influencers and track their campaign results. In her presentation, Hall noted that, in the last 12 to 18 months, her firm has seen that businesses are really looking to have one marketing strategy and want to come up with the most effective formula by using the best channels. "Direct mail allows us to really track results and see how customers are engaging. By combining that social element, it brings a whole new level of analytics that you can now provide a client."
Ortiz and his team at Your Preferred Printer worked with Hall's firm to better manage the company's internal technology. "We created mail art templates/art files for the mail packages that we offer, drastically reducing the time it takes us to manage our company internally." Ortiz added that working with Dukky also helped to streamline the company's sales/direct mail packages, created repeat business, led to additional business partners, and helped it to expanded into new channels/industries.
The more than 800 Webinar registrants reported positive feedback. Here are just a few of the comments:
"Simply learning there was a software solution for connecting direct mail and social media was good to know."
"Introduction to new product/service and its use by a print/marketing service company."
"Case studies are very important and appreciated."
"It has inspired new ideas for offering campaign solutions to my clients."
"Research, stats and opportunity to connect with a provider to improve our business."