Yes, marketers can – and should – take advantage of both online and offline marketing. Online marketing is good – ok, if done right, it can be great and the bonus is it’s environmentally friendly. But, by blending in the right level of traditional marketing, businesses have the potential to strike a winning balance, motivating and building loyalty with even more customers than perhaps with either alone.

One prime example of multi-channel marketing is to follow up your direct mail with a targeted email reminder. Experts agree that this two-pronged outreach has shown to boost response rates by as much as double. Flexibility, timelines and ability to customize email messages make this a very targeted and cost-effective second – or third – impression.

In past issues of reMarks, we’ve also talked about another very successful example of the online-offline marketing duo that allows for an increased capture of the always-valuable email address. Since it’s Earth Day, and it’s a solid example, we’re pressing replay.

Businesses of all sizes are looking for additional cost-effective and eco-friendly ways to reach their customers. They want flexibility and choices on ways to deliver messages. They want email addresses! But what if a customer database isn’t rich with email addresses? Here’s where the successful utilization of offline marketing comes into play. By carefully targeting customers with a direct mail campaign that drives them to a branded landing page or personalized URL (pURL), you can quickly and easily collect email addresses from your customers. This is pure gold! If done right, you can also ask for other important demographic information. Just be careful when deciding on what information you’re going to ask for. No one likes a nosey neighbor and customers are cautious on the information they’re willing to give up. Requiring too much personal information can be a big turn off.

For retailers, a variation of this program can also be implemented with in-store takeaways. In this way, you’re capitalizing on store traffic and actually building a qualified prospect list. Hey, if they crossed the lease line, they must be just a little interested in what you’re selling.

Of course, no customer or prospect is going to accept your invitation to visit the landing page or pURL just because. You’re going to have to make it worth their while and give up something in exchange. It could be a special savings offer, exclusive invitation or entry into a contest or sweepstakes – just about anything that has perceived value to your customers will do the trick. Get creative! Once you have that email address, you’ve opened yet another door for communication. Be sure to use it!

On The Mark Communications Awarded
Good Samaritan Regional Medical Center Foundation’s
Capital Campaign Design

Cranford, NJ (January 18, 2012) – On The Mark Communications, LLC (OTM) is proud to announce that its design concept has been selected by Good Samaritan Regional Medical Center Foundation for its decade-long capital campaign initiative.

The Campaign is Good Samaritan Regional Medical Center’s ten-year philanthropic initiative that will expand and transform their Emergency Department three-fold in two phases. The visionary strategic plan calls for increased capabilities and services, state-of-the-art technology advancement, enhanced comfort, convenience and care, and entrée into a new era of healthcare for the more than 900,000 residents served in Rockland, Orange, and Sullivan Counties in New York; Sussex, Passaic, and Bergen Counties in New Jersey; and Pike County in Pennsylvania.

On The Mark Communications has conceptualized, designed and implemented the communication vehicle and coordinating collateral that will channel The Campaign message for Good Samaritan Regional Medical Center, the anchor for Bon Secours Charity Health System, in this most-aggressive capital raising initiative. A forward-thinking and sophisticated design that also effectively utilizes unique construction and production applications produces an impactful and long-term communication tool to best reflect The Campaign’s purpose and Bon Secours Charity Health System’s mission, vision and values.

“We are excited and honored that our design was selected by the Foundation to support The Campaign,” said Nicol Spigai-Klein, OTM’s chief creative officer. “Our team, led by graphic designer Meredith Talbot, has collaborated creatively to successfully produce a strong and memorable design concept that is supported by a clean and sophisticated style. The design will maintain significant longevity while delivering The Campaign’s intended messaging and vision.”

On The Mark Communications is a full-service marketing communications firm specializing in creative services and the development, management, and implementation of customer-focused marketing programs. Since 2000, OTM has provided clients from a variety of industries nationwide comprehensive and proven products, and is a three time Davey Award winner for innovative creative capabilities. The company’s service offerings include creative concept development, consultation and strategy, graphic design, company branding, website development, SEO, copywriting, direct mail, online marketing, and e-messaging. In addition to the Foundation at Bon Secours Charity Health System, OTM’s current clients include Haggar Clothing Co., Movado, The International Insurance Society, MedExcel USA, Jewelers of America and Lawn Doctor.

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On The Mark Communications, LLC
354 North Avenue
Cranford, NJ 07016
908.276.7766
www.onthemarkcommunications.com

On The Mark Communications Honored with
2011 Davey Award for Creative Work

CRANFORD, NJ (December 2, 2011) – On The Mark Communications (OTM) is proud to announce for the second straight year its receipt of a Silver Award honor in the 7^th Annual Davey Awards, sponsored by the International Academy of the Visual Arts (IAVA).  With nearly 4,000 design entries submitted worldwide, On The Mark’s 2011 International Insurance Society Awards Journal was among those selected for the honor.

“OTM has afforded us the opportunity to advance our message and reach our goals through their creativity, guidance and professionalism,” said Colleen McKenna Tucker, Executive Director of the International Insurance Society.  “A talented, creative and conscientious group, OTM’s recognition of honor for the 2011 International Insurance Society Awards Journal is well deserved.”

The Davey Awards are international creative awards honoring outstanding creative work from the best small agencies, firms, and companies across the globe.  They are judged on a standard of excellence set forth by the IAVA, an assembly made up of leading professionals in the visual arts disciplines dedicated to celebrating innovative thinking and creative efforts. Current members of the IAVA include well-known media, advertising and marketing firms whose representation include Coach, The Ellen DeGeneres Show, Disney, and Sotheby’s Institute of Art.

“We are delighted to be recognized once again by the IAVA for our creative efforts”, said Nicol Spigai-Klein, On The Mark’s Chief Creative Officer.  “The Davey awards prove that quality results are not measured by the size of your agency, budget or industry, but by strong creativity and a passion for the work”.

On The Mark Communications, based in Cranford, NJ, is a full-service marketing communications firm specializing in the development, management and implementation of customer-focused marketing efforts.  Since 2000, On The Mark has provided graphic design, direct mail, e-messaging and other marketing solutions to retailers, non-profits, service organizations and corporations nationwide.  For more information on OTM, visit www.OnTheMarkCommunications.com.

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On The Mark Communications, LLC
354 North Avenue
Cranford, NJ  07016
908.276.7766

On The Mark Communications
Chosen by MedExcel USA, Inc. as Marketing Partner

Cranford, NJ (October 13, 2011) – On The Mark Communications (OTM), a full-service marketing communications firm specializing in the development, management, and implementation of customer-focused marketing programs, announces its selection as marketing partner for acute care management industry leader, MedExcel USA, Inc.

As the selected marketing firm, OTM will provide graphic design, communication and marketing support for MedExcel USA and its sister divisions. MedExcel USA, headquartered in New Windsor, NY, is a proactive leader in the development and management of world-class Emergency Medicine, Urgent Care, Practice Management and Hospitalist Programs. Physician owned and managed, MedExcel USA combines extensive experience, innovative solutions and state-of the-art technology to consistently elevate the continuum of acute care.

After 26 years, 6 million patients and a well established industry reputation, MedExcel USA remains at the forefront of the ever-evolving healthcare management field and is now moving forward with a brand enhancement that best reflects its innovative thinking and modern mission. As part of their responsibilities, OTM was charged with creatively spearheading the company’s brand upgrade.

“We are delighted to gain OTM as our new marketing partner,” said Dr. Anthony R. Ruvo, President and CEO of MedExcel USA. “In addition to an expansive capabilities portfolio, OTM’s strong customer service and results-oriented philosophy blend well with our company’s direction and overall mission.”

“It’s our pleasure to be working with the MedExcel USA team to support their accelerated branding and marketing initiatives. Clearly, MedExcel USA is a company that is comfortable leading the industry through forward-thinking, innovation, technology and passion. We look forward to supporting their industry commitment with fresh ideas, clear brand messaging and strong product packaging,” said OTM President Christine Spigai.

Since 2000, On The Mark has provided clients from a variety of industries nationwide a comprehensive and proven product and service offering that includes graphic design, copywriting, direct mail, online marketing and e-messaging. Current clients include Haggar Clothing Co., Movado, The International Insurance Society, Rutgers University, Bon Secours Charity Health System and Lawn Doctor.

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On The Mark Communications, LLC
354 North Avenue
Cranford, NJ 07016
908.276.7766
www.onthemarkcommunications.com

But, as I was taught as a young girl – more isn’t always better.  While it was a pretty tough sell back then, today it’s clear that quality over quantity prevails in most cases.  So, stockpiling email addresses with little regard to where they come from doesn’t prove effective.  And, moreover, not using opt-in email lists for marketing could ultimately damage your ISP (Internet Service Provider) reputation.  So, what’s a marketer to do when the draw of email marketing over other traditional outreach methods is so alluring?

One great big, highly-effective suggestion is landing pages.  Landing pages, a form of online marketing, are growing in popularity.  They have proven to help acquire, engage and retain customers, while extending your brand and allowing for more personalized interaction with customers and prospects.  However, it’s conversion that’s the straight-up goal of every landing page.  To accomplish that goal, the landing page needs to grab attention and compel the visitor to follow your call to action by happily typing in the information you’re asking for – generally in return for something like a coupon or entry into a contest or sweepstakes.

The overall program design can take a variety of shapes depending on retailer’s unique objectives and budget.  And, while over 4% response rates are typical, that too varies depending on the retailer.  Customers and/or prospects are invited to participate through direct mail or in-store promotional material.

Once the visitor completes the information on the landing page – such as email address or birthday – they hit submit and a thank you splash page appears.  A bounceback email can also be sent immediately to the visitor’s inbox carrying a special offer or incentive for their next store visit.  All this opt-in data is collected and ready to use on the next email outreach!

If you’re really adventurous on your quest for more meaningful email addresses – make this initiative mobile technology friendly AND use a QR code that directly links to the unique landing page from any smart phone.   There’s plenty to consider and test out in the online world when writing a playbook for acquiring new and meaningful email records.  With proper testing and the right strategies, it could mean a home run.  You just need to keep your eye on the ball.

On The Mark Communications
Expands Team With The Addition of Sales Manager

Cranford, NJ, March 14, 2011. . . On The Mark Communications (OTM), a full-service marketing communications firm specializing in the development, management and implementation of customer-focused marketing programs, is pleased to announce the arrival of Katie Bauer, joining the team as a sales manager.

With a successful track record in industry sales, Katie most recently served as regional sales manager with one of the nation’s leading promotional product suppliers. Katie has earned a solid reputation throughout the industry for her keen product knowledge and a consistent ability to meet and exceed client expectations by delivering cost-effective, quality products and services. This combination of skill set and ambition is sure to capitalize on additional business development opportunities for OTM.

“Our continued growth within a highly competitive market and amid a challenging economic environment has been extremely rewarding. The addition of Katie to our growing team is exciting and we fully anticipate that her proven sales track record, product knowledge and enthusiasm will play a vital role in continued company growth,” said OTM President Christine Spigai.

Since 2000, On The Mark has provided clients from a variety of industries nationwide a comprehensive and proven product and service offering that includes graphic design, copywriting, direct mail, online marketing, e-messaging and signage. Current clients include Haggar Clothing Co., Elie Tahari, Movado, The International Insurance Society, Rutgers University, Bon Secours Charity Health System and Lawn Doctor.

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On The Mark Communications, LLC
354 North Avenue
Cranford, NJ 07016
908.276.7766
www.onthemarkcommunications.com

From a marketing perspective, email messaging is a lot like sending a Valentine to the object of your affection: neither the marketer nor the secret admirer wants to face rejection!  The growing popularity of email marketing is due in large part to time efficiencies and cost savings; however, it can be easy to annoy the recipient if not done properly.  Just like a carefully-crafted love note, emails should follow some general guidelines to ensure higher deliverability, CAN-SPAM compliance and a warm reception.   Here are a few key tips.

We all know that Cupid’s arrow can miss its intended target from time to time.  Did you know that up to 20% of emails never make it to the inbox?  While a secret admirer may have to rely on hope alone when it comes to having their love interest reciprocate desire, an email marketer can (and should!) obtain explicit permission from subscribers before sending emails.  This is called an opt-in list and once you have this, the next step is establishing credibility and engaging the recipient.

Be engaging. Internet service providers, as well as email services like Gmail, track recipients’ read time after opening.  This is called engagement and it translates into higher credibility for the sender and a greater likelihood that the email will pass through spam filters.  It’s vital that your email content be strong and carry perceived value.  Other ways to increase credibility among ISPs include removing email addresses that have bounced or been inactive for an extended period of time, and taking care of unsubscribed email addresses in a timely manner.

Introduce yourself. Even though a secret admirer may want to remain anonymous, at least initially, that’s not the goal of the marketer.  Open and response rates are greatly impacted by sender recognition.  Subscribers respond well to recognizable senders and, if you have a true opt-in email list, these recipients are actually anxious to hear from you.  The “friendly from” name and email address should clearly indicate the email sender, and the subject line should follow suit, always avoiding misleading or vague language.   Email addresses such as “noreply@company.com” should be avoided as it indicates that the sender does not want to receive feedback.

Identify their likes and dislikes. Getting to know your crush’s personality and preferences is both rewarding, and beneficial.  The same goes for your email subscribers.  And, this is best achieved through ongoing and targeted testing – from subject line, to offer, to images, to broadcast day or time.  Testing can really help you identify what moves your audience and allow for greater reception moving forward.

Keep it fresh. Finally, the actual content and frequency of the emails should be carefully managed.  Intentions may be good, but not many people want to be bombarded with indistinguishable love notes!  Don’t fatigue your audience.  Giving subscribers something meaningful to get excited about, such as an exclusive discount or an important message, will not only make them more apt to open future emails, it’s going to build loyalty.  Remember to keep your communication diversified, relevant and targeted.

Nobody wants an unfavorable reaction, whether it is from a Valentine’s sweetheart or a valued customer.  As long as the proper consideration is given, the likelihood of a successful message (or date!) is much greater.

So, what’s the QR deal? These codes are quickly and easily scanned by smart phones, which are penetrating the market. Sixty-million Americans own a smart phone, and by the end of 2011 predictions are that over half of all Americans will own one. Add to that the 12 million iPads sold in 2010 and another 25 million tablets that will sell in 2011, and the result is a powerful and mobile base.

Each uniquely-created QR Code can store and digitally present a url, text, geo coordinates, videos, etc. Thinking about the applications of QR Codes could make you dizzy. There are endless relevant and powerful applications throughout so many businesses and industries – manufacturers, retailers, service companies, colleges and universities, non-profits, industry associations, and more. Regardless of the industry or your particular business, mobile marketing is going to grow and, by all indications, will play an important role in communicating with your target audience.

Best Buy recently implemented QR Codes in their brick-and-mortar stores in an effort to enhance their customers’ shopping experience. They’re the first national retailer to utilize QR Codes, allowing customers to get detailed information about products they’re considering, read reviews, compare features with similar products, and e-mail details to a friend. Admittedly, only a small number of U.S. shoppers are recognizing QR Codes and have the knowledge on how to use them. What you should weigh when deciding when and how far to take the QR Code initiatives is the level of technological sophistication of your target audience.

The bottom line is that technology is ever-evolving and impacting how we’re able to conduct and market our business. It’s smart to keep your eye on the ball. Assess what level of this technology makes sense for your business by carefully testing, re-testing and then developing an intelligent game plan. This way you stay in the game and maybe, you even score. Like the great Wayne Gretzky once said, “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”

On The Mark Communications Wins Two 2010 Davey Award Honors

CRANFORD, NJ (November 4, 2010) – On The Mark Communications is proud to announce its receipt of two Silver Award honors in the 6^th Annual Davey Awards, sponsored by the International Academy of the Visual Arts.  With over 4,000 design entries worldwide, On The Mark’s 2010 Space News Calendar and 2010 Good Samaritan Hospital Spring Ball invitation were among the top 10 percent of submissions receiving award honors.

“We are delighted to be recognized for our creative efforts – particularly by winning a Davey Award which specifically honors the talent and creative achievements of small to mid-sized firms,” said On The Mark Chief Creative Officer Nicol Spigai-Klein.  “It’s proof positive that big ideas and strong creativity are not restricted to big budgets.  Exceptional results come from the right team of professionals, innovative thinking and a strong commitment to understanding client objectives.”

The Davey Awards seek to honor the outstanding creative efforts from small agencies, firms and companies around the world, proving that the “Davids” are visible at the forefront of the industry with the “Goliath” large companies and continue to defy creative limits.  The Daveys are judged and overseen by the International Academy of the Visual Arts, whose membership consists of more than 200 leaders in the visual arts disciplines.  Current members of the IAVA include well-known media, advertising and marketing firms representing Coach, The Ellen DeGeneres Show, Sotheby’s Institute of Art and ADWEEK.  Entries are judged on their merits, based on a standard of excellence set forth by the IAVA, and evaluated for their distinction of creative work.

On The Mark Communications, based in Cranford, NJ, is a full-service marketing communications firm specializing in the development, management and implementation of customer-focused marketing efforts.  Since 2000, On The Mark has provided graphic design, direct mail, e-messaging and other marketing solutions to retailers, non-profits, service organizations and corporations nationwide.

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On The Mark Communications, LLC
354 North Avenue
Cranford, NJ  07016
908.276.7766