As margins get tighter and competition increases, we are searching for ways to increase efficiency and return on investment (ROI). While new and uncharted marketing channels are appearing every day, it's the recent innovations in "multi-touch," cross-media, and one-to-one marketing that has delivered unprecedented response rates and profitability.

Purl Attract powered by MINDFIRE inc

The figure to the right illustrates the Campaign Flow for the Attract Blueprint. The Campaign Flow is meant to illustrate the respondents experience as they interact with an Attract campaign. This powerful multi-touch marketing strategy will allow the best experience for your customer to find out about you as well as improve your ROI on your marketing dollar.

Handoff powered by MINDFIRE inc

The Hand-Off Blueprint is simple, yet very powerful. Its sole function is to send visitors somewhere else (i.e., to "hand-off" to another site). Prospects are invited to visit the Landing Page through Email and/or Direct Mail. When Prospects visit their personalized URL, they can see a login page (the Hand-Off Page), or they are instantly redirected to the Destination. The Destination can be the same for all visitors, or it can be based on a Destination URL value which is imported as a field in the mail file.

Attract Express powered by MINDFIRE inc

Attract Express allows you to direct prospects to a Landing Page, profile them in two steps, and quickly generate a lead. Because it's only two steps, Attract Express is perfect for occasions when you want campaign respondents to move quickly through the Landing Page experience, such as:

• Television Advertising
• Radio Advertising
• Print Advertising
• Direct Mail Campaigns
• Collateral
• Event Marketing and Registration
• Trade Shows
• Free-Standing Inserts

In each case, the Attract Express Landing Page provides you with a campaign specific URL (e.g., www.yourcampaign.com) that can easily be printed on any direct marketing piece, added to any advertisement, or distributed over the airwaves.

Click Capture powered by MINDFIRE inc

As the internet evolves, more companies are finding Pay-Per-Click advertising a way to generate interest in their product or service. In many cases, the challenge is less about getting click through and more about how to engage customers once they arrive. One solution to this issue is to deploy a MindFire Inc® Click Capture campaign. Click Capture campaigns allow you to populate landing pages with specific information based on keywords. This allows you to serve content that is specifically relevant to a person who enters the landing page. Multiple keywords can be supported and tracked within one campaign. You are also able to capture information on who has landed on the page. The key advantage of this campaign blueprint is that it converts people that you don't know into people that you do!

Data Gathering powered by DataBooster

Databooster is a proprietary program developed by Auburn Printers & Integrated Marketing. Its primary purpose is to provide an affordable solution to gather data on new customers. It uses several different types of media to gather data. If you use direct mail, radio, billboard, magazine advertising or e-mail with a compelling offer, you can collect data and generate new customers.

Industry experts agree that the Mobile Web will be the breakout mobile channel in 2012. More than 90 percent of mobile phones shipped today have access to the mobile Web through a browser. HTML5 specifically, gives brands a lot to work with, in terms of the capabilities that can be built into a mobile site. “With more capable devices in more hands, the Mobile Web becomes indispensable for commerce, entertainment, information and more."

MOBILE WEB FACTS

• According to projections mobile internet usage will overtake desktop usage by 2014.
• 1.08 Billion Smartphones
• 78% of all new phone sales are web enabled "Smartphones"
• Over 1/2 of all local internet searches are done on a mobile device.

What are you waiting for?

Sample of Mobile Optimized Sites
Scan the QR Codes above to view the Mobile Optimized site on your mobile device. Click on the QR Code or site image to view the site on your desktop browser.

What are they?
A Quick Response (QR) code is a two dimensional matrix barcode that can store information. By carrying information in both directions, QR codes can carry up to several hundred times the amount of data carried by ordinary barcodes.

How do they work?
Using QR Code generator software, you can store data such as contact information, calendar events, URLs, phone numbers, Emails or mailing addresses or any other text up to 7,089 characters.
Once a QR Code is created, using a barcode reader application installed on your mobile device or a handheld scanner connected to a computer, you can scan and retrieve the data.

How are they used in Marketing?
QR Codes act as physical hyperlinks; they link offline to online, and print to mobile. QR Codes can be placed on a business card, a catalog, a direct mail piece and on a product label to link the marketing piece to the internet.

Here are some of the common use cases for QR Codes in marketing campaigns:

Capturing responses on a direct mail campaign:
A common use case of QR Codes in marketing campaigns is storing a URL in a QR Code and printing it on a direct mail piece as a response mechanism. When the recipients scan the barcode with the application on their mobile, they'll connect to a landing page where they can find more information about the product or service being marketed, respond to the message, or simply sign up to receive the offer.
QR Codes can store both generic and personalized URLs. When using personalized QR Codes, the landing pages linked to the barcode can be personalized thus increasing odds to a favorable response by delivering a more targeted message.

QR Codes on a product or corporate brochure:
Print brochures with a QR Code that links visitors to a web page containing product demonstration, video testimonials, FAQ and more. You can engage customers and prospects at another level.

QR Codes on press ads:
Not everyone is at their desk, or in front of a computer when reading a magazine or newspaper, but by placing a QR Code on your press ad, readers can simply take a picture or scan the barcode to receive more information, a special offer or a coupon.

QR Codes on promotional items:
Place a QR Code on giveaways such as T-shirts and coffee mugs and bring them to life. There are many use cases for QR Codes in marketing. Used tactfully and creatively, QR Codes provide another way to engage customers and prospects by bringing mobile into the media mix and increase odds of response by offering a convenient and relevant channel for communications.

Why are they important?
Mobile marketing is quickly becoming an essential ingredient for success in marketing campaigns. In fact, according to Forrester's study on Interactive Advertising Models completed in July 2009, mobile advertising spend in the US will grow from $391 million in 2009 to $1.2 billion In 2014, representing a 27% compound annual growth rate (CAGR), making mobile marketing second only to social media marketing with a CAGR of 34%.
According to the international association for the wireless telecommunications industry, CTIA, wireless penetration in the US is more than 90% of population. Smartphone market share in the US jumped from 7% in 2007 to 17% in 2009 and is expected to grow rapidly in 2010 and beyond.
With mobile marketing on the rise, using QR codes on printed material can help print and marketing service providers generate additional revenue by offering campaigns that deliver results for their clients.

Statistics illustrate that it takes six to seven contacts before you can transform a prospect into a customer. Email marketing minimizes the cost and is effective as part of a continuous contact with your customers.

Benefits of Email Marketing:

• Low cost
• Constant contact with customers
• Target messages to niche markets
• Track customer responses
• Best used as PART of a marketing strategy

If your business needs to communicate and develop relationships with prospects and customers, you should utilize email. With limited time, budgets and resources, email marketing is vital to most small businesses.

(SEO) is the process of improving the volume or quality of traffic to your web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, and industry-specific vertical search engines. This gives a web site web presence. Search engine optimization is only a part of a broader marketing campaign which uses "multi channel" approach. Auburn Printers & Integrated Marketing uses effective SEO in making changes to the HTML source code of a site; SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize.

Achieves instant awareness of your company. Get in front of your target market. Viral marketing also known as "buzz marketing" or "word-of-mouth marketing" refers to any form of marketing that spreads virally through social networks, blogs, link building and search engines.

Page flip adds another dimension to the cross media capabilities of integrated marketing. A Page Flip document is an online presentation technique that gives the user a similar experience to reading an actual copy of a physical document or magazine. Auburn Printers & Integrated Marketing's page flip application is made using Adobe Flash and runs in a normal internet browser window. The technology is used to create (and spread) a digital version of a physical document/paper/magazine.

The illusion of having a tangible document on your computer is more powerful with the flip page function as it mimics the natural way of browsing through a physical document. Unlike a physical document, the Page Flip document allows the user to use digital advantages, such as, searching through a document, jumping to a certain page, links to external websites, and zooming.

2011 Tevis

E-mail's Carbon Footprint

Why Print is Green

Response Rate from Caslon

Researchers have analyzed the dynamics of how blogs become popular. There are essentially two measures of this: popularity through citations, as well as popularity through affiliation. The basic conclusion from studies of the structure of blogs is that while it takes time for a blog to become popular through blogrolls, permalinks can boost popularity more quickly, and are perhaps more indicative of popularity and authority than blogrolls, since they denote that people are actually reading the blog's content and deem it valuable or noteworthy in specific cases.

Social networking may sound fluffy, but it can translate into real benefits for you and your company. William Baker, a professor of marketing at San Diego State University, surveyed 1,600 executives and found that firms that rely heavily on external social networks scored 24 percent higher on a measure of radical innovation than companies that don't. Online networks can help you hire the right people, market your product - or even find a manufacturer.

Direct mail marketing is one of the most effective ways to grow your business, boost sales, drive web traffic or keep customers loyal. It provides a one-to-one connection with your prospects and offers a way for your message to stand out from the thousands of advertising messages consumers are flooded with every day.

There are many ways direct mail can be used to build your particular business:

• Announce sales and offers
• Promote attendance at events
• Inform customers of new product launches
• Building stronger relationships through Customer Loyalty programs
• Seasonal campaigns
• Drive your clients to your websites
• Increasing response rates
• Generating real-time sales leads
• Building customer relationships
• Capturing valuable customer data

Auburn Printers & Integrated Marketing offers a range of products and services to fit your direct mail needs. We can print your postcards, self-mailers, multi-piece letter sets, brochures and catalogs, build a targeted mailing list and provide our convenient, in-house mailing services assuring your mailing meets all USPS requirements to get the most cost-effective postal rates.

We understand that every interaction, whether a personalized direct mail piece, PURL, or email, must leave the prospect with a positive and compelling reason to take action. Whether you use traditional, versioned, or fully-customized direct mail services, consumers create an emotional attachment to the ads and in turn to your company. In fact, after customers take action they still keep the direct mail piece to show family, friends, and to hang on the refrigerator or work cubicle. Your ads are that personal!

Database management, while a weakness for many, should not be viewed as a formidable barrier. Data tells a story about a person or thing. Print has a long tradition in the craft of delivering stories. Database management is simply a new twist to the old-world craft of conveying the story. The best part of this story telling is that it has notable business applications.

Auburn Printers & Integrated Marketing is helping customers manage their data to the highest and best use. The following are a few key recommendations on how to maximize database management.

Data Lists – Some customers claim they don't have a database. In actuality, they often do, but don't know it. An accounts receivable list, a customer mailing list, a sales rep's prospect list are all database lists.

Working the Data – Auburn Printers & Integrated Marketing takes the first opportunity to take a customer's simple Excel spreadsheet and enhance the data. For example, we could offer to merge the data with a third-party list; then you could separate it based on gender, past purchase behavior, or other pertinent information. Once we start to manage this data for a customer, we help you gain control of the relationship and may offer more profitable services, all based on the same content.

Cleansing and Parsing - are two critical components of basic database management. Auburn Printers & Integrated Marketing use "BulkMailer Pro" to cleanse and eliminate duplicate names, making sure spelling is correct, and looking for incomplete entries. Serious errors occur when missing address data appears at the last minute. Parsing is taking the collected information and ensuring that names and fields match up, with first and second names in separate fields. Quite often they're merged into one field.

Centralizing and Merging Database Lists - is a must-seize opportunity. In many organizations more than one database exists. If you can consolidate the lists and maintain them Auburn Printers & Integrated Marketing provides a great service for you by merging and reducing list to save you money.

Security – Our customers know that their company's data is being protected. We avoid potential problems and make database management a core value of Auburn Printers & Integrated Marketing's digital business plan. Best practices developed early in database management security is a key component of our valued customer service.

The American Civil Liberties Union developed this video to show how the amount of information that is collect can be abused. When working with data it is critical to find that middle ground between target data and "big brother".

Landing Page Booster

Landing Page Boosters are used to enhance print marketing efforts. Printed pieces drive consumers to online landing pages through the use of QR Codes or basic web links. The landing page reinforces the offline content, while providing additional details, options, and links, that cannot be easily conveyed in a simple postcard or banner. Landing Page Boosters are usually optimized for display on mobile devices, so consumers will experience content that is both relevant and visually accessible

Landing Page Boosters can also be linked from email marketing campaigns to quickly deliver consumers to a page designed to showcase a specific product, service, or event.

Email for more information
Sample Landing Page Boosters

• 1- Hybrid Landing Page: AERC
• 2- Hybrid Landing Page: CASA
• 3- Data Gathering: APIM

View our Landing Page Booster Information Sheet