Think Data Mining Is Inaccessible? Think Again!

Powerful personalized print and digital campaigns start with great data. But data, by itself, is just that — data. For it to be useful, data has to be understood, analyzed, and organized in a way that marketers can use to understand, speak to, and motivate their audiences. This process is called data mining.

Data mining is a scary phrase for many marketers, but it doesn’t need to be. While it as often seen as within the purview of only the largest companies, the basic process is actually well within the grasp of any sized marketer.

There are three steps to data mining:

• Know what data is available.
• Ask questions about that data.
• Look for useful relationships.

The first step is to understand the headings in your database. What data are you capturing? Most databases have basic information, such as name, address and purchase history. Are you also capturing information such as age, gender, and home ownership? If so, this tells you the types of queries you can run.

Running queries is the second. “Running queries” simply means asking questions of the data. If you are a retailer, you might ask, “Which customers purchased hardwood flooring last month?” If you know that these customers are also likely to purchase area rugs and hardwood conditioning products, this gives you a great start.

Third is to run a variety of sorts. Is there a relationship between hardwood flooring and gender? How about income? You might find that data you once thought irrelevant, such as the date of purchase, has more relevance than you think.

Even basic software, such as Microsoft Excel or Microsoft Access, provides data mining capabilities. You can also purchase add-on data mining modules or third-party software or work with a third-party data house that specialize in this process. Costs can be very reasonable.

So get curious. Take a few hours to run a variety of sorts just to see what you can find. That curiosity could pay off big. 

Please give us a call at 440-946-0606
Or visit our website here for more information.


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Is Your Print Project Really Finished?

Any marketer has access to high-quality printing, but far fewer take the time to invest in high-quality coating. For those that do, the extra time can make the difference between buyers seeing your project as “a nice piece” and a really great, memorable one. Let’s look at three reasons you might want to add a coating before your project goes “live” into the hands of your target audience.

1. Protection.  Sometimes a project needs that extra level of protection to keep it looking its best. Printed pieces can be exposed to a wide variety of harsh environmental conditions, including mailing equipment, high levels of moisture and dirt, high-traffic conditions (such as retail signage and displays), and constant handling. Coating provides an important level of protection that keeps the piece looking its best. If you need full waterproof properties, you may want to consider a laminate.

2. Gloss. Shine adds sparkle and impact. It instantly conveys the impression of value and quality. When you print or mail a piece with a high-gloss coating, you are telling recipients, “You matter!” UV coating offers the hardest coated surface and the highest level of brilliance and sheen.

3. Special effects. The number of options for specialty coatings is exploding. Spot varnish, for example, highlights specific areas of the printed piece for visual interest and impact. (Think lips popping out on a lipstick ad.) Soft touch creates a printed piece with a velvety finish. It produces a wonderful tactile feel, with the added benefit of offering fingerprint resistance, as well. Some specialty varnishes can be enhanced with effects such as glitter, tint, and scents. If you want to use a laminate, you can even get holographic effects.

Different finishes have different benefits and drawbacks. They also have different ranges of cost. Talk to us about the differences between coating types and ask to see samples. Then use coatings to make your next project shine.

Please give us a call at 440-946-0606
Or visit our website here for more information.


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Print and Digital: Complements, but Not Interchangeable

In the marketing world, we regularly hear about print and digital marketing being used together. Digital and print media reinforce one another, so rather than seeing the two as competitors, marketers are encouraged to integrate them. However, integration doesn’t mean that the two channels are interchangeable, as one new survey shows. Consumers still want a choice.

A survey commissioned by Two Sides North America reveals that U.S. consumers are unhappy with corporate initiatives forcing them into digital-only communication and eliminating paper-based options. Many of the questions related to bills and statements, but the results apply to marketing communications, too.

Consumers want to be able to choose whether to receive paper bills and statements, and they don’t want to have to pay extra to do it.  For example, 79% of respondents want the option to continue receiving printed information, and 77% would be unhappy if they were asked to pay for it. More than three-quarters (79%) felt that paper options were easier to read compared to screens.

There is also suspicion about the motives of companies forcing their customers to go paperless. Overwhelmingly (85%), consumers agreed that cost savings is the main reason companies use claims such as “Go Paperless—Go Green” or “Go Paperless—Save Trees.” More than half (57%) question the truthfulness of such claims.

So use digital and print-based communications wisely. Use email when you need to touch base quickly, such as sending company news, alerting customers to a flash sale, or offering reminders. Use print where digital communications are not as strong, such as for . . .  

• In-depth communications.
• Contacts that contain highly personal information.
• Mailings that involve brand or personal trust.

Studies also show that information is easier for people to understand and recall in print, so use print for “weightier” topics and messages that require attention to detail. If you want to move customers to digital communication, ask first. Don’t make the decision for them. 

Please give us a call at 440-946-0606
Or visit our website here for more information.


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