heaT uP SuMMeR - Casey Printing

“Moneyball”
Lessons for
Marketers
Casey Sees Booth
Traffic Spike at
NCMPR
QR Codes, Linking
the Web and Print
How Do People
REALLY Use Their
Smart Phones?
Page 2
Page 6
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Page 7
The
e
r
u
t
Fu
w
o
N
is
Will 2012
be the end
of the world,
or will it just be
the end of the
Feature Phone?
Page 3
Plus
heat up
Summer
With Big Postage
Savings
(Back Cover)
Casey Marketing Services
“Moneyball” Lessons
for Marketers
by Jasper Casey
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”; 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 front-office operations and the
team’s General Manager, Billy Beane.
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 off his bat”, “he’s got a good
ballplayer’s body”) and filled their front offices
with ex-ballplayers, Beane surrounded himself
with statisticians and economists. Beane and his
cohorts sought to exploit market inefficiencies
in order to find and sign undervalued players
that would allow them to be competitive within
severe budgetary constraints. In 2002, the A’s
supplemented their core of talented players with
a brand of low-risk baseball that placed highvalue on performance metrics such as on-base
percentage and slugging percentage. Beane’s
strategy worked wonders; the A’s won 103 games
and enjoyed another trip to the postseason.
It is important to remember that in 2002,
performance metrics like on-base percentage (vs.
traditional metrics such as batting average or runs
2
batted in) were obscure and largely overlooked by
the rest of baseball. Thus, players who excelled in
these areas were undervalued and available at a
cut-rate to the small-market A’s. After the release of
“Moneyball” the A’s philosophy was thrust into the
limelight and caused sweeping change throughout
Major League baseball. Other teams quickly
adapted the “Moneyball” style, which in essence
isn’t about drawing walks and getting on base, it’s
about maximizing ROI.
The Oakland A’s were essentially forced into the
“Moneyball” philosophy because of economic
circumstances. A team like the New York Yankees,
the richest and most valuable franchise in baseball,
can afford to overspend for high-priced free agents
when building their roster. If the Yankees sign a
player who performs poorly, they can sign someone
else. They can afford to be inefficient. In contrast,
if a team like the A’s inaccurately evaluates a player
and misallocates money to a poor performer, the
results can be disastrous.
Today’s marketers are faced with a situation
that is very similar to the one faced by the
Oakland Athletics. The recession following the
2007 financial crisis, and subsequent stagnating
economy has left many businesses cash-strapped
and forced to rethink the way they spend marketing
money. In the past, businesses may have conducted
certain marketing activities because “that’s the way
it’s always done” rather than looking at any specific
performance metric. If a marketing campaign didn’t
pan out, businesses simply tried something else.
Obviously, this is a poor approach that can also
yield disastrous results.
Why then do marketers still behave this way?
Do we still do things like send out promotional
materials to everyone in our CRM, without really
evaluating whether or not a contact is actually
a good prospect? Do we spend resources redesigning our website so that it “looks cool
and modern” without actually analyzing user
experience? Do we conduct direct marketing
campaigns without an accurate
- continued on Pg. 5
Summer 2012 • Casey Connect
The Future
is Now:
If you subscribe to Mayan theology
then you know that the world is
ending later this year. For the rest of
us, however, 2012 will be viewed as
the end of a different kind of world – the
world of the standard feature phone.
In May of this year, Nielsen Ratings reported
that for the first time, smart phone utilization
had surpassed that of “traditional” feature
phone subscribers in the United States*.
Within the key demographic of 25-34 year
olds, adoption is already more than 66%. For
years, smart phones have been lauded as an
important up-and-coming marketing channel.
“They are the wave of the future,” marketers
have been told. Well guess what folks; the
Future is Now.
Consider the implications. As smart phone
proliferation continues, marketing and
communications as we know them will
continue to change. Most of us have our
mobile device within arms reach at all times of
the day. We are quickly approaching a state
of ‘always on, always tuned in’, creating an
opportunity for targeted and timely marketing
like never before.
Even the name “smart phone” is a bit of
a misnomer. The word phone is based on
the Greek word for “sound”. Traditionally,
this made a lot of sense. A phone was a
device used for talking or sharing sound.
Now however, we do so much more than
simply talk; we share, we socialize, listen to
music, take pictures, watch video, browse
the internet, and increasingly engage in
commerce. Between 2009 and 2012 the
number of mobile transactions more than
(831) 385-3222 • www.CaseyConnect.com
doubled**. In past issues, we have reported
that mobile Internet browsing is expected to
outpace desktop browsing within the next 1218 months. Forward-looking brands are seeing
these trends and making wholesale changes
to their marketing strategies, if not their entire
business model. A whole new economy has
come to life within the last decade in the
mobile application space. Indeed, the future is
now.
Now this isn’t to say that mobile isn’t the
only answer to marketing success. A winning
mobile strategy is absolutely dependant on a
successful overall marketing strategy. Direct
mail will help stimulate brand exposure.
Display ads will carry on preserving brand
equity. Social media will continue to help you
stay “top of mind” and connected with your
customers. Customer service will always be
crucial. The point is this; successful execution
all of these activities, and many more, will help
you achieve success in the post-recessionary
economy. There is tremendous pent-up
demand just waiting for you to seize. Get
ready to take a great leap forward. g
Sources:
*http://blog.nielsen.com/nielsenwire/?p=31688
**http://econsultancy.com/us/blog/9527-thegrowth-of-mobile-commerce-infographic
3
QR Codes – Linking the
Web and Print
QR codes (or Quick Response codes if you
want to be more formal) were first developed
in Japan in the early 1990s. 2-D bar codes are
an improvement over standard codes because
they are capable of holding a great deal more
information, thus allowing for enhanced
information gathering and interactivity.
While QR codes are not the only 2-D barcode
technology in existence, they have quickly become
the common standard.
However, it took another technological revolution
to enable QR codes to be a important tool for
cross-media marketing strategies; the rise of smart
phones. These devices (iPhone, Droid, Blackberry,
etc.) are capable of running applications that will
use the onboard camera to scan and then interpret
the information stored within a QR code to perform
some sort of task.
Once created, a QR code can be placed on
almost any kind of media – postcards, mailers,
billboards, t-shirts, digital displays – you name it.
In order to be effective though, they must drive
the person to some sort of activity, or provide
some sort of content that will be of value to the
reader. To help get you started, here are some
real-world uses of QR codes:
Offer a Promotion
Once scanned, the information stored in the QR
code will prompt a message with a “special offer.”
This can be something like a coupon or an entry
4
ticket. At the NBA All-Star game in February 2011, a
QR code was displayed on monitors throughout the
arena that when scanned, gave the reader a special
discount at the souvenir shops. This resulted in an
enormous increase in revenue at the shops due
to the influx of shoppers who probably would not
have bought as much stuff, or even visited the store
at all, if not for the coupon they received.
Initiate a Transaction
A QR code can also contain information for a URL,
that when scanned will launch a mobile device’s
browser and take the reader to a “landing page”
where a transaction can take place. For example,
we have probably all received mail promoting
registration for a conference. Registration can
be made incredibly convenient through QR code
implementation. When scanned, the QR code can
link directly to a personalized registration page.
From there, the reader can simply enter payment
information, and voila, registration is complete. Not
only is this quick and easy, but it doesn’t require the
reader to remember to log on to their computer later
and navigate to the conference registration page.
Play Media
A landing page can also be more than just a form
or static web page. Calvin Klein garnered a lot
of attention earlier last summer with a QR driven
advertising campaign. The clothing label placed
billboards around New York City and Los Angeles
that contained little more than a giant QR code.
When scanned, the reader was able to view a video
of CK model Lara Stone, in the sultry black and
white style signature of Calvin Klein. The videos
could then be shared virally via the viewer’s social
Summer 2012 • Casey Connect
Moneyball
- continued from Pg. 2
media accounts. Calvin Klein “nailed it” with this campaign
for two reasons; The QR-centric billboards were eyecatching and unusual, thus garnering a lot of attention, and
the (relatively) provocative video helped hype the brand,
and quickly spread (and continues to spread) virally online.
Create a VCard
A VCard is essentially an electronic business card that
allows for automated contact info entry into your address
book. This information can easily be inserted into a QR
code that can then be placed on your business card or
personal stationary. When scanned, a reader will be able to
automatically load your contact info, rather than manually
typing everything. Is it flashy? Not exactly, but it does have
a high convenience factor that people will appreciate (and
help make you look high-tech in the process).
Other things to consider
One common mistake of QR code implementation is simply
adding a QR code for the sake of having a QR code. Just
driving people to your website’s homepage is not going to
cut it. Remember, these readers are using mobile browsers.
If your landing page hasn’t been optimized for viewing on
a mobile browser, it’s going to drive people away. Also, a
QR code needs to drive some sort of interactivity. People
on their mobile device are not going to take the time to surf
around your website, no matter how cool you think it is.
Instead, they need to be given some sort of activity that is
relevant and convenient to them at that particular point in
time. Give them something that they can accomplish easily
and quickly, and then let them move on. g
way to effectively measure impact,
reach, and effectiveness? Do we hire
someone to help us jump on the Social
Media or Mobile Marketing bandwagons
without pausing to develop an indepth strategy? Let’s be honest with
ourselves, we’re all guilty of some level
of inefficiency in our marketing. We are
trying to act like the New York Yankees,
when our financial statements tell us
that we’re the Oakland Athletics.
A paradigm shift for a business doesn’t
come painlessly. The easiest way to
overcome our resistance to change
is by turning the unfamiliar into the
familiar. For those of us in the “Content”
industry, that means embracing
technological change in our personal
lives in order to better understand how
it fits into our professional lives. There
are many tools out there to help us
stay educated. Watch webinars, read
blogs, subscribe to trade journals and
magazines, and ask questions. The
answers are out there.
If we are to take one key lesson from
“Moneyball” it is this; be brave enough
to do something bold. Whether you
work in marketing, printing, publishing,
or any other business, you certainly
feel pressure to change. Take a hard
look at your operations; are you doing
everything efficiently and effectively?
Opportunities exist. Now seize them. g
Have you seen QR STUDS & DUDS?
Casey Connect
YouTube
Channel
url: http://goo.gl/ifXDa
(831) 385-3222 • www.CaseyConnect.com
Scan the QR Code to watch our web series “QR Studs and
Duds.” In these short videos, Jasper critiques some real
world uses of QR codes and teaches you how to avoid
being a dud, and be a QR Stud.
5
Casey Sees Booth
Traffic Spike at NCMPR
Every spring Community College
marketing and public relations
professionals from throughout North
America gather at the annual NCMPR
(National Council for Marketing and
Public Relations) conference.
This year the conference was held in San Francisco
and provided the Casey team with a great
opportunity to present itself to a nation-wide
audience for the first time. Marketing Manager
Jasper Casey knew he had to do something
to make his company’s presence known. “At
NCMPR, we wanted to showcase the advantages
of executing an integrated marketing strategy for
the purpose of improved response and results,”
said Jasper. “What better way to do this than
by simply employing our own recommended
techniques?” In other words, Casey directly
applied the same tools and methodology to
ncisco
Play the “San Fra
” for your
Trivia Challenge dle!
a Kin
chance to win
de to play
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Snap the QR
or visit:
/NCMPR
Casey1to1.com
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Servi
Casey Marketing
6
promote themselves as what they utilize to
execute customer campaigns.
As in any Casey-built campaign, step one is to
identify and define the intended audience. Casey
has a long history of working with Community
College marketers, and as such had an extensive
existing prospect database. After augmenting this
existing data with a few more prospects through
extensive research on the part of the sales team,
253 California Community College marketing
professionals were marked as campaign prospects.
The next step was to put together a creative theme
and offer. The Casey team knew they would be
among other exhibitors offering technical expertise,
so the decision was made to create a campaign
that would provide entertainment combined with
a subtle sales pitch. The result was a campaign
theme built around Casey’s new San Francisco Trivia
Challenge. Respondents were simply asked to play
the trivia game, and in return would have a shot at
prizes like Starbucks gift cards or an Amazon Kindle.
Casey Marketing Services used
core tools and methodology to
create impactful and informative
booth graphics for NCMPR.
Summer 2012 • Casey Connect
From a tactical standpoint the
campaign took a multi-touch approach:
• Personalized Direct Mail piece two
weeks in advance of campaign
directing recipients to visit a PURL (via
desktop or mobile) in order to play the
trivia game.
• One week before the conference,
non-respondents were then sent a
personalized Email message also
directing them to visit a PURL.
• In early March, the Winter 2012 Casey
Connect Magazine was published.
Included in the magazine was a short
promo advertising Casey’s upcoming
participation at NCMPR that directed
readers to visit a campaign URL or
scan a QR code in order to play the
trivia game.
What People Do On
Their Smart Phones:
by app category:
There’s a lot of speculation flying around about what people
actually do on their Smart Phones, and what channels we
as marketers should be paying the most attention to. Here
are some highlights of a report released by Nielson aimed at
shedding some light on the subject:
What people do on
their Smart Phones:
(Category of apps used):
• At the conference, Casey’s booth
graphics were designed to promote
the trivia challenge and encourage
attendees to visit a campaign URL or
scan a QR code in order to play the
trivia game - During the conference,
Casey promoted the trivia challenge
via the conference’s Twitter hashtag.
Readers were asked to visit the booth
to learn more.
61%
Games
55%
Weather
• Casey was able to measure direct
traffic as a result of the mail and Email
pieces. They enjoyed a 7.93% response
rate, which is made even more
impressive when it is considered that
only 50-60 of the initial 253 identified
prospects were actually registered
to attend NCMPR. Thus, the “true”
response rate was closer to 40%.
Search
50%
Social
49%
• During the course of the conference
another 52 attendees visited the trivia
site. This constituted approximately
25% of all conference goers!
News
Furthermore, the trivia challenge
proved to be a great “ice breaker”
between Casey sales staff and
prospects. As designed, the trivia
challenge provided a unique vehicle
for Casey to announce their presence
at the conference, and stimulate
interaction with prospects without
having to rely on an aggressive salesoriented message. The lesson learned?
Entertaining, engaging marketing can
be very effective. This is especially
true when utilizing a multi-touch
approach and leveraging the full array
of interactive channels available. g
(831) 385-3222 • www.CaseyConnect.com
42%
Music
$
Finance
36%
28%
Sports
24%
Productivity
22%
Shopping
21%
Source:
Nielson Ratings
Source: The Nielson Company
7
Casey Printing, Inc.
398 E. San Antonio Dr.
King City, CA 93930
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Make it a Sizzlin’ Summer
USPS offers incentives to help
boost direct mail marketing
Do you need to SAVE MONEY
on direct mail? Well, YOU CAN!
Mobile Commerce and Personalization
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Beginning July 1, 2012 the Post Office will offer
a 2% discount on mail pieces that include a 2D
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In order to qualify, the mobile barcode must lead
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1.
1. A mobile optimized web page that allows the
recipient to purchase an advertised product
or service on the mobile device. The entire
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Learn more at:
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Still have questions? Let the Casey
mail experts help you put together
a strategy for your
next direct mail
campaign.
Subscribe to
Casey Connect:
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