Mail, Part II: Shape Up or Ship Out

For the first time ever, the USPS is implementing a shape-based mailing rate system, which will greatly impact direct mail and promotional marketing campaigns. The current weight-based system fails to address the fact that certain types of mail simply cost more to process—usually because they require human handling. On May 14, postage rates for certain classes of mail, such as flats and parcels, will rise as much as 40 percent to 60 percent. However, the new system does offer significant price incentives that reward efficient, automation-friendly mail designs. Bob Makofsky, president of Conformer Expansion Products, Great Neck, N.Y., offers the following tips to take

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Promotional Marketing’s New eCatalogExpress.com Offers Suppliers Big Savings During Postage Hike

Promotional Marketing’s eCatalogExpress.com service proves to be even more beneficial as the Postal Regulatory Commission announces higher prices for mailings and catalogs, effective May 14. While traditional catalog mailers will suffer increased costs of up to 40 percent, suppliers and distributors who utilize eCatalogExpress.com will bypass the postage hike through the service’s reduced print, postage and fulfillment costs. The new rates recommended by the regulatory commission have given rise to concern, especially those changes for a small, but significant, minority of catalogs, which would increase by as much as 41 percent, according to the United States Postal Service. Even with a request from the post

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The Wonderful World of Color

HERE ARE GROUPS of people today who make much ado about color. Not for the purpose of fighting social injustices, but for the pleasure of dressing up for social events. Every year, those on the pulse of fashion stand with bated breath to learn what colors are hot and which are not. As can well be seen by retailers’ stock, this spring, fashion designers have opted for “surprising neutrals with innovative splashes of corals, yellows and purples to create a spring in bloom” [www.fashiontrendsetter.com]. Just who decides these things? Apparently, Cincinnati, Ohio-based Color Marketing Group (CMG) is one in an elite group of professionals

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Hit the Floor RUNNING

THERE ARE A myriad of conventions and trade shows for every industry and hobby imaginable. Whether one’s checking out the latest gadgets and innovations from Silicon Valley or taste-testing a variety of maple syrups from New England, trade shows and conventions are fertile ground for promoters. With large crowds of both dedicated and casual attendees, conventions and trade shows offer a unique opportunity for promoters and their products. “I love trade shows,” said Charley Johnson, vice president of sales and marketing at SnugZ USA, Salt Lake City. “A lot of people complain that there’s too many, but where else are you going to see five

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you think THAT’S funny?

Who doesn’t like a good laugh? In product promotion, funny presenters, humorous commercials, novelty items and even clowns are among the most reliable and memorable devices. Solemn speakers, teachers and preachers often open presentations with a joke. But apparently, the climate change that accompanies global warming has left us with thinner skins. People are not so easily amused by marketers’ jocular antics these days—many answering back with angry blogs, anti-advertiser Web sites, press releases dripping with indignant outrage and a spokesperson for every occasion camped in at CNN. You don’t think that ad is funny? Tell the advertiser what you think and, while you’re

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Liquid Success

TO GET AN idea of how much coffee is consumed by Americans, consider the case of researchers in the Seattle area. Thinking they could trace the flow of pollutants in the Puget Sound and the currents that carried them, scientists began taking caffeine samples. Unfortunately, the amount of caffeine proved so great it made the data unusable. According to an Associated Press article, caffeine was found in more than 160 of 216 samples in water as deep as 640 feet. Where did all the caffeine come from? Human bladders and coffee spilled on the street. Meanwhile, the Web site coffeereasearch.org reports “The National Coffee Association

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Cut to the Chase

A WELL DESIGNED piece of apparel with equally eye-catching embellishments is what today’s consumers tend to seek. While embellishment and printing techniques, such as embroidery, rhinestones and silk screening are widely known and used, less is known about the cutting-edge technology of laser etching—on apparel, that is. When this process is considered, generally products such as plaques and nameplates come to mind. However, Craig Warnimont, regional account manager at Colorado Timberline, Denver, said laser etching is as useful and effective on apparel as it is on other surfaces. According to Warnimont, laser etching is the process of “carving an image or a logo onto a

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Tips of the Trade: Pre-Proposal Questions

By Ilise Benun, Marketing Mentor Do you ever meet with a prospect to discuss a project then, when it’s time to write the proposal, you realize there is critical information missing? That’s one reason it’s essential to ask as many questions up front as possible; it also positions you as an expert who really knows the industry and can think beyond the project scope. But sometimes you don’t think of all the questions at the right moment. So here is a not-at-all comprehensive checklist of questions to ask, besides the usual timeframe and budget parameters, to create a proposal that will get you the

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Alpha Shirt, Broder Re-launches Web sites

Alpha Shirt and Broder, both of Trevose, Pa., have announced the re-launch of their individual Web sites—a move that makes both sites more customer-friendly. “We have updated the sites with new and enhanced features that will prove easy for our customers to use and will ultimately help to drive their business,” said Mike Fabrico, vice president of information technology for both companies. The updated Web sites feature a variety of conveinent options including: •Express ordering •Real-time inventory •An Order Optimize option that helps customers avoid split shipments •A “Save order” function that makes re-ordering faster than ever •More product views and information •Product

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