LEARNING CENTER

Articles, Training, Videos, Tips, eBooks, and More!

Jasper

Recent Posts by Jasper:

Cuesta Survey Gets Results

Executing a complex community survey is a challenge. Getting it into the hands of community members, generating excitement and interest, and getting those surveys returned and tabulated can be a daunting task.

That was just the job Stephan Gunsaulus, Cuesta’s Director of Marketing and Communications, was ready to tackle. Cuesta College was looking for an effective way to reach out to residents of San Luis Obispo County to provide input for the 2011-2016 Educational Master Plan. As an accomplished marketing veteran, Stephan knew an integrated approach, utilizing both print and digital delivery, would be needed. The question was how to execute such a strategy. Much to his delight, Casey literally walked in the door with the answer; Casey's new "cross-media" marketing solution.

Topics: Consultative Services Cross-Media Marketing Email Marketing Marketing Strategy Tips & Tricks Case Studies

Make it a Sizzlin’ Summer

USPS offers incentives to help boost direct mail marketing


Do you need to breathe new life and SAVE MONEY on your direct mail initiatives? Well, YOU CAN!  The following programs from the USPS are designed to help you make good use of this important marketing channel.

Topics: Direct Mail Mailing Marketing Money Saving Tips Print Marketing QR Codes Search Engine Optimization

Video: 5 Tips for Social Success

Business has always been social. It has always been about connecting with partners, prospects, and clients. The rise of new online social tools only makes it easier to stay connected to what's happening in the world around you. Watch as Jasper goes over his 5 Tips for Social Success.

Topics: Tips & Tricks Video Social Media

No Respect? Why Print Remains a Force to be Reckoned With

Let’s face it, print has become the Rodney Dangerfield of marketing channels – it gets no respect. Sure, website analytics, Email best-practices, and emerging channels like mobile and social are glitzy and exciting, but are they really better than direct mail? After all, shouldn’t the most important measurement of the success of a marketing channel be based on recipient preference?

According to a recent study by Chief Marketing Magazine, consumers say they like print. While the focus of marketers has been on digital marketing channels, “old school, expensive” printed direct mail has been under the radar getting the job done. According to the study, 6/10 Americans (and 7/10 Canadians) enjoy getting direct mail to learn about new products. This preference toward direct mail spans all industry categories and age groups, including the tech-savvy generation of 18-35 year-olds.

Topics: Direct Mail General Info Mailing Marketing Print Marketing

“Moneyball” Lessons for Marketers, Printers, Publishers, (and everybody else)

 

 

It’s not too often that a Sunday afternoon at the movie theater results in a business epiphany. But that’s exactly what happened to me at a recent viewing of Brad Pitt’s latest blockbuster, “Moneyball”. “Moneyball” is a dramatization of Michael Lewis’ 2003 best-selling book of the same name, which presented an inside look at the inner-workings of the Oakland Athletics font-office operations and the team’s General Manager, Billy Beane. The A’s, despite being one of the most cash-strapped organizations in the Major Leagues, were one the winningest teams in baseball in the early 2000s.

In his book, Lewis detailed the unconventional methods by which Beane assembled his rosters in those years. While other teams focused on more qualitative methods of player evaluation (“the ball really pops of his bat”, “he’s got a good ballplayer’s body”) and filled their front offices with scouts and ex-ballplayers, Beane surrounded himself with statisticians and economists. Beane and his cohorts sought to exploit market inefficiencies in player evaluation through advanced statistical analysis to find and sign undervalued players in order to allow themselves to be competitive within their (relatively) severe budgetary constraints. In 2002, the A’s supplemented their core of MVP shortstop Miguel Tejada, third-baseman Eric Chavez, and the terrific “Big 3” starting rotation of Tim Hudson, Mark Mulder, and Cy Young Award winner Barry Zito, with a brand of low-risk baseball that placed high-value on performance metrics such as on-base percentage and slugging percentage. That year, the A’s amateur draft strategy also reflected a similar philosophy and focused primarily on statistical analysis and undervalued college-level players. Beane’s strategy worked wonders; the A’s won 103 games (costing an average of $388,349 per win, whereas the New York Yankees would pay more than $1.2 million for each of their 103 wins that season) and enjoyed another trip to the post-season.

Topics: General Info Marketing Marketing Strategy Opinion Business call to action ROI

The Digital Marketing Glossary

Organic Growth? SMS? ROMI?  The Digital Marketing world has no shortage of acronyms and jargon. Here's a few of the more common terms to help you make sense of all the 'marketing techie talk'.

Ad Server – Database driven software that assists in the placement and management of advertisements on websites.

Auto-responder – A message (normally Email) that is pre-written and automatically distributes when triggered by some sort of activity. One common application of an auto responder is an order-confirmation sent to a consumer upon purchase from an e-commerce platform such as Amazon.

Topics: Consultative Services General Info Marketing Marketing Services Marketing Tips Business

What Influences a Purchasing Decision?

Recently, PrintInTheMix, published the results of a study detailing the influence of “Print, Digital, and Social [Medias] on Today’s Purchase Decision”.

The study broke the purchase decision process into three parts;

Topics: Cross-Media Marketing Marketing Marketing Strategy Advertising Business Print Social Media

Making Sense of Mobile

Quick, which item do more Americans use on a daily basis than a toothbrush? Here’s another hint; most of us have one of these within an arms reach 80% of our day. There’s probably one of these in your pocket or on your desk right now. You may even be reading this post on one. I’m talking about mobile phones.

The proliferation and advancement of mobile technology over the past several years is astounding. The amount of computing power we can hold in our hand greatly surpasses the amount of power contained in an entire building just a generation ago. Mobile devices (especially “smart phones”) are changing the way we communicate and interact with the world around us.

Topics: Marketing Marketing Strategy Mobile Advertising Business Promotion QR Codes

Back to Basics

 

There's No Substitute for Great Customer Service
 
A couple weeks back, my significant other and I decided to go out for a nice Sunday breakfast in Los Gatos. After we ate, we walked around town for a bit and found ourselves at the French Cellar wine shop. My significant other has a special place in her heart for 1989 Beaujolais so we asked if they had a bottle. Unfortunately a 1989 wasn’t to be found, but the shopkeeper did offer and alternative; a 1988 – FOR FREE. “It’s an old bottle, so I don’t know if it’s any good,” he said. “Give it a shot and come back and let me know how it worked out.”
Topics: Customer Relationships Marketing Marketing Tips

Choose Paper - Save the Environment

Not Using Paper Will NOT Save Trees

What do you say when confronted by someone convinced that online billing statements will save the environment from the damage done by the traditional paper statements we send through the mail?

We as consumers can challenge some of the inaccurate statements that are being represented as fact.

Topics: Print Print Marketing Sustainability