Print in the Mix
Direct Mail Delivers Strong ROI...Yet Experiencing Highest Cuts
According to Target Marketing's "2011 Annual Media Usage Forecast" survey results, for the first time since 2007, there are signs of stability for direct marketing—with not a single media category seeing more companies decreasing spending than increasing.
With this said, direct mail advertising is the medium seeing the highest percentage of companies reducing spending (12.7 percent)—this despite direct mail being a top performer by ranking strongly in ROI for companies using the tactic.
Target Marketing reports open responses to the survey indicated that companies decreasing direct mail spend were doing so due to costs, not due to results.
One B2C marketer, talking about the upside of direct mail, wrote about the personal touch of direct mail and social media. "Metrics we pull have our messages being received and read, even responded to, on the prospect/customers' time frame," he noted.
"Not [an intrusive time frame as with] TV commercials, e-mail, some search engine marketing, online advertising, etc. Direct mail, especially, allows our customers a noninvasive first touch or introduction to products, services, etc. They opt to continue communicating that way, or they allow us to offer the communication method most preferred."
To read this 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).
Dora Wong, director of human resources at 4over Inc., Glendale CA, has been named to the board of directors at The Electronic Document Scholarship Foundation (EDSF).
The 2011-2012 officers of the Printing Industries Association of Southern California (PIASC) were installed recently. They include: chairman, Ken Bittner, Diversified Printers; executive vice chairman, Urban Hirsch III, Ink Systems; senior vice chairman, David Overgaard, Burdge Cooper; and vice chairman, John Hodgman, Direct Connection Mailing.