MAILWAYS
A free newsletter offering direct mail marketing tips from
Bi-County Mailing & American Mail Communications
March 2011
Copyright © 2011
888-MAIL-888
IN THIS ISSUE
- Non-Profits Profit from DM
- Make the Most of Media
- Brad Stern Joins Staff
- Digital vs. Print
- Press Box
- Our Favorite Charities
- How Are We Doing?
- Hold That Thought
We are Proud to be a Member of these Organizations
The Press Box
Find out what's new at:
Long Island Postal Customer Council (LIPCC)
Bi-County Mailing & American Mail Communications Establish New Print Division (LIPCC)
Brad Stern — Veteran Marketing Expert — Joins Bi-County Mailing
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How are we doing?
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About Us - What Clients Are Saying About Us page. We've included their company logos, as well as links to their websites when possible.
If you're a client, and would like to be listed on our testimonial page with your logo and a link to your website, tell us how we've helped you improve your business, email
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HOLD THAT THOUGHT...
““I’ve learned…
… that opportunities are never lost; someone will take the ones you miss.
…that the easiest way for me to grow as a person is to surround myself with people smarter than I am.”
Andy Rooney
Selected by Long Island Business News readers as..
Non-Profits Continue to Profit
from Direct Mail
Even as they move toward using multi-channel media, non-profit organizations continue to rely on direct mail to provide high ROI in donor acquisition and cultivation campaigns.
According to a report in Direct Marketing News, the VP of Development at the Make-A-Wish Foundation, says: “Our most loyal donors are found through the direct mail program. By far the biggest revenue generator is direct mail."
The SVP of National Direct Mail at St. Jude Children’s Research Hospital, says of direct mail: “It is still the most effective way of reaching new donors and cultivating them. When you factor in the cost of entry into the channel and compare the ROI, it is still the most successful medium.”
A recent Response Rate Trend Report from the Direct Marketing Association stated: “Direct mail response rates trended higher than average, [while] email open rates performed lower than average.”
Make the Most of
the Media
Under the right circumstances a non-confrontational media interview — as opposed to one initiated by a crisis — can benefit your business, helping to establish credibility and increasing name recognition with the public. To make the most of an interview, consider these guidelines.
• If a reporter leaves a message, return the call ASAP, even if it’s to say you don’t have time or feel unqualified to address the topic.
• Ask the reporter what the story is about, your relationship to it, why you were selected and who else is being interviewed.
• Don’t feel obligated to respond to questions immediately. Find out the reporter’s deadline, and ask if the interview can be scheduled for a later date. If answers are needed immediately, determine whether your need to prepare outweighs the risk of being eliminated from the story.
• If there’s time, do some research in order to respond thoughtfully and intelligently.
• Tell the truth. Anticipate tough questions and have answers ready. “No comment” suggests guilt or cover up.
• Provide clear explanations and stay on point.
• Offer to provide background information that will enhance understanding of the topic.
• If you’re happy with the story, let the reporter know.
Brad Stern
Veteran Marketing Expert
Joins Bi-County Mailing
Brad Stern, a well-known marketing and sales management professional, has joined Bi-County Mailing as an Account Executive, responsible for major account sales and support.
“We’re very pleased to add Brad Stern to our staff,” says Bi-County Mailing President Greg Demetriou. “His expertise and customer service style are a natural fit. We couldn’t ask for a better combination.”
With nearly 25 years’ experience, Mr. Stern served as a marketing director for a wide range of corporations and non-profit organizations before joining Bi-County Mailing. They include the Long Island Children’s Museum, American Consumer Shows in Mineola, Broadview Networks in New Jersey and Encyclopaedia Britannica, NA.
Mr. Stern has developed innovative marketing strategies and proven his ability to develop new markets. “He is results-oriented and has excellent negotiating skills,” says Mr. Demetriou. “We’re happy to have him aboard, especially as our company expands.”
After 42 years of serving the tri-state region with professional direct mail support services, Bi-County Mailing — and sister company American Mail Communications — recently added high-quality commercial printing to their well-known mailing and lettershop services. “As the direct mail industry has changed, so have we,” says Mr. Demetriou. “Our clients have long been asking us to handle all their needs, including the printing of their mailing and collateral materials, and we have expanded our services to accommodate them. The addition of Mr. Stern to our staff will help us better meet their needs.”
For more information, assistance with printing and direct mail, call 631.694.1500 or visit www.bicountymailing.com.
Common Misconception: “Digital = Good; Paper = Bad”
A consortium of more than 350 print-industry leaders has initiated a campaign to combat the perception that digital is more eco-friendly than print.
“People think it’s a great idea to retrieve financial statements online,” says a consortium member. “But for those statements to be available means a data center has to run 24/7, requiring huge amounts of energy, and their use of electricity is growing at roughly 24 percent a year.”
He adds: “The paper and forest industries plant about 1.5 million seedlings a day. Paper is completely renewable and reusable. Contrast that with digital devices. We do not have the infrastructure to reclaim e-waste.”
Our mission is to make your use of direct mail correct, efficient, effective and as hassle-free as possible. In every way possible, we will operate as an extension of your company or organization
with your needs and goals as our paramount responsibility.