BPC Advantage Spring 2011 : Page 2

The Future of Digital as presented by Andrew Davis is Print Another creative idea from the people at Zappos.com is The Zappo’s Culture Book. By emailing the CEO of Zappo’s (ceo@zappos.com) with a subject line of “The Culture Book,” Zappo’s will send you the book, free of charge. The book is a product of their employees, partners and customers’ culture. It is packed with each employee’s ideas about their culture, as well as photos, core values and more. Their hope is that it will inspire other organizations to create a work place that everyone loves and wants to be a part of. Davis encourages us to, “Think about what The Culture Book means to their (Zappo’s) business. If you were to do something similar, what would it be? This book deepens customer relation-ships, and is unlike what you could accomplish online.” Davis concludes, “If I had a nickel for every time someone printed the phrase ‘Print is Dead,’ I would be a rich man. There are a number of opportunities for publishers and catalogers in the new media landscape and it is our job to explore those innovative ways and recapture the market.” (Davis later noted that following a quick Google search, a nickel for every “Print is Dead” comment would earn him just under $800,000.) To see more examples of augmented reality applications visit Brown’s website at bpc.com/blog. MARKETING MAIL MADE EASY In January, the US Postal Service filed notice with the Postal Reg-ulatory Commission to conduct an experimental test of market dominant products for direct mailers; saturation mailings that would be delivered to each household on a carrier route. The USPS is allowing each mailer (business) to mail 5000 pieces per day from their local post office to secure saturated mailings for specified carrier routes. These mailers would receive the maximum postal discount for Standard Mail. Brown Custom Services can support the unique mailers, shipping and necessary postal paperwork at an approximate postage cost of $0.142 per piece. These mailers are a great alternative to newspaper insertions; they will have their own identity and would not be lost in other marriage mail or insertion programs. This new program will be called Marketing Mail Made Easy (MMME) and will reduce many barriers to entry, encouraging small and medium-sized businesses to utilize the mail to promote and market their businesses to current and prospective customers simply and at an affordable price. As digital continues to play a large role in the success of your publication or catalog, Andrew Davis, owner of Tippingpoint Labs, suggests that you examine your digital content and analytics to best determine what you should be leveraging into print versus what you should be leveraging into digital. Davis, who has been implementing digital content strategies for consumer product companies since 2002, has been a keynote speaker for American Business Media and at New England Print Buyers Conference. He explains that “publishers and catalogers need to take this opportunity to leverage ‘those important nuggets’ of online content, and produce it in their printed products. That content can translate into new printed products that result in larger or new sales.” When looking for ways to generate ROI, Davis suggests creating higher value print products. For example, collections of top ten lists from the year with additions to the editorial or products can translate into new relationships with readers or consumers. Catalogers may want to experiment with augmented reality. In 2009, Lego created in-store kiosks where kids and parents could see what the finished Lego construction kit would look like prior to purchase. What if you could view that outfit prior to ordering? Or what would that couch look like in your living room? Interested in learning more information? Contact us at contactus@bpc.com or visit the Blog section of bpc.com .

The Future Of Digital Is Print

Andrew Davis

As digital continues to play a large role in the success of your publication or catalog, Andrew Davis, owner of Tipping point Labs, suggests that you examine your digital content and analytics to best determine what you should be leveraging into print versus what you should be leveraging into digital. Davis, who has been implementing digital content strategies for consumer product companies since 2002, has been a keynote speaker for American Business Media and at New England Print Buyers Conference. He explains that “publishers and catalogers need to take this opportunity to leverage ‘those important nuggets’ of online content, and produce it in their printed products. That content can translate into new printed products that result in larger or new sales.” When looking for ways to generate ROI, Davis suggests creating higher value print products. For example, collections of top ten lists from the year with additions to the editorial or products can translate into new relationships with readers or consumers. Catalogers may want to experiment with augmented reality. In 2009, Lego created in-store kiosks where kids and parents could see what the finished Lego construction kit would look like prior to purchase. What if you could view that outfit prior to ordering? Or what would that couch look like in your living room? Another creative idea from the people at Zappos.com is The Zappo’s Culture Book. By emailing the CEO of Zappo’s (ceo@zappos.com) with a subject line of “The Culture Book,” Zappo’s will send you the book, free of charge. The book is a product of their employees, partners and customers’ culture. It is packed with each employee’s ideas about their culture, as well as photos, core values and more. Their hope is that it will inspire other organizations to create a work place that everyone loves and wants to be a part of. Davis encourages us to, “Think about what The Culture Book means to their (Zappo’s) business. If you were to do something similar, what would it be? This book deepens customer relationships, and is unlike what you could accomplish online.” Davis concludes, “If I had a nickel for every time someone printed the phrase ‘Print is Dead,’ I would be a rich man. There are a number of opportunities for publishers and catalogers in the new media landscape and it is our job to explore those innovative ways and recapture the market.” (Davis later noted that following a quick Google search, a nickel for every “Print is Dead” comment would earn him just under $800,000.)

Marketing Mail Made Easy

In January, the US Postal Service filed notice with the Postal Regulatory Commission to conduct an experimental test of market dominant products for direct mailers; saturation mailings that would be delivered to each household on a carrier route. The USPS is allowing each mailer (business) to mail 5000 pieces per day from their local post office to secure saturated mailings for specified carrier routes. These mailers would receive the maximum postal discount for Standard Mail. Brown Custom Services can support the unique mailers, shipping and necessary postal paperwork at an approximate postage cost of $0.142 per piece. These mailers are a great alternative to newspaper insertions; they will have their own identity and would not be lost in other marriage mail or insertion programs. This new program will be called Marketing Mail Made Easy (MMME) and will reduce many barriers to entry, encouraging small and medium-sized businesses to utilize the mail to promote and market their businesses to current and prospective customers simply and at an affordable price.

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