Download - Deliver Magazine Volume 6 Issue 3 July 2010
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8/9/2019 Deliver Magazine Volume 6 Issue 3 July 2010
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This material was compiled from jamsessions across the country in 2010that brought together marketers fromsmall, medium and large business,for the rst time in Deliverhistory, togroove to the wonder of direct mail.Their talents have wowed consumersfor years, and continue to guideconsumers as they cross over to aricher, more rewarding life.
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v u m e 6 | i S S u e
electronic service requested
P.O. Box 149263
Austin, TX 78714-9263
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US POSTAGE & FEES PAID
US POSTAL SERVICE
PERMIT NO G-10
PRSRT STD
US POSTAGE & FEES PAID
US POSTAL SERVICE
PERMIT NO G-10
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Sme f he mS ppu funcinS cueny vie n uSpS.cm TRAC AD CORM, TE POST OCE LOCATOR, nd ZP CODE LOOP Se vie n yu ce phne nd he We -ened mie deviceS.viSi yu pvideS pp Se dWnd hem.
deliverables
Source:ConstantContact,2010 U.S.SmallBusiness AttitudinalSurvey
f k t ct
r v e m r e a l e
Qr codes un dec mal nomole maken
Youve probably seen QR (quick response) codes
in magazines and on billboards. But did you
know they could add interactivity to direct mail?
When a person snaps a picture of these two-
dimensional bar codes using a smartphone
equipped with camera and reader software
the codes spring into action, perhaps redirectingthe browser to a personalized landing page or
showing a phone number or message.
Te rapid penetration of mobile phones in
the U.S., increase in the speed of wireless data
transfer and availability of free bar code reader
applications have all made QR codes a viable
option for marketing campaigns, says Ramin
Zamani, marketing director at software com-
pany MindFireInc (mindreinc.com) in Irvine,
Calif. Te key factor is how fast people will adopt the technology.
One early adopter is online retailer Go Green Items (GoGreenItems.com) in ampa,
Fla. Te company mailed postcards, created by ampa-based print marketing rm Direct
Marketing Concierge,to 1,000 prospects in April with a QR code that revealed a discount
code and a link to its Web site. Within a week, Go Green Items received three orders from
people who had scanned the bar code. Mindy Charski
Mix YourMedia
wan o ncease sales and exand ou cusome ase? the posal C
(pCC) can hel. is a chance o neok h ou ees, e hel s
n ssues and lean ho o e he mos fom osal oducs. Fnd
usps.om/nationap/joinoap.tm.read moe aou pCC
Get ree Advice
royritChiE
CLoCKwiSEFrom
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hrDLiCKa,photoDiSC,gEttyimagES/CrEatiVECrop,DigitaLViSioN,gEttyimagES/EriN
patriCEobriEN,photoDiSC,gEttyimagES
b y t h e m b e r
j y r p c c a t t r a c t b e
65 ppoon of makees ho sa he
comanes have no nceased evenueo oed usn socal meda.1
2 3Nume of eole ho efe n
caalos o onlne caalos.2
500 mNume of 2010 census foms maledo U.S. households and acked usninellen al.3
1 R2integrated,April 14,2010. 2 PitneyBoes.3 U.S.Census Bureau.
ore small businessesare using dire mail o ara
new liens. lmos hal(47 peren) onsider mailimporan o nding new
usomers or members, up18 peren rom 2009.
l y a l t y p r g r a m
are influenced
to buy becauseof loyaltyrogras
want ore
relevantoffers andindividualizeddeals
52% 7058%
Consumers see value in loyalty programs, bu
marketers to understand them better and drelevant and valued offers. Deeper engagepersonalized contact drive loyalty, not mass munications and gimmicks.
Source:LeadingLoyalty: Feelingthe Love from the LoyaltyClubs, 2010 CMOCouncil
ptg
dont ruin your relation
YOSOLDOW
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deliverables ptg
teve Piaiverit Autowerks, Hud s o n ,
pcha eneaed $8,000 n sales an
aen a male o 3,500 ud,
posche ones hn a 20-mle ad
auo ea sho. the oscad, hc
shos sevces as cosn less han
elded a 400-ecen ri makn
successful maken caman o d
oann ussicontours xpress, Lodi, n.J.
glussch uned o dec mal hen
een enean acans fo h
36-eek eh loss oam. pos
6,000 omen hn secc ae an
hee Zip Code locaons elded 2
the omen sen a oal of $12,50
of moe han 500 ecen.
ito cururuPiz Automation aet l.P., C
Cucuus sees of hee vaale daa
eneaed leads fom 4 ecen of h
maln ls, he also landed he com
cusomes. posecs eceved one o
scedve o en, a secal eo, o
hen he called he sales eesen
nfomaon as added h vaale
Aaron corsonMarketPat, s. Louis, Mo.
Coson undescoed he messae o
semna on he enes of comnn
mal effos nvn ecens va
oh. tue o oc, he eceved he h
(moe han 10 ecen) fom hose
he e-mal and dec mal ece. the
aed 170 leads.
Are ou a sma business wit a smart marksare? e us about it at deivermagazine.
We just migt eature it in a uture issue.
Talking eadsSandou soluons fom m a l l b z m a r
Join theCompetitionSmall usnesses nd success nooln he maken dollas
Dont have a big marketing budget? Consider
partnering with other local businesses to
make your dollars go further.
It worked for 32 Cape Cod, Mass., small busi-
nesses and the local division of a waste collecti on
provider. Each paid just $1,000 to participate in
a highly targeted lead generation campaign.
As a small business owner, its tough to send
prospect mailings to large amounts of peoplebecause of the expense, says Joe Jamiel, owner
of Ardeo, a restaurant with ve locations that
participated in the program. Tis co-op pro-
gram is an incredibly cost-eective and unique
way to market my business.
Dynamic marketing communications rm
Curley Direct of South Yarmouth, Mass.,
developed an oversized trifold mailer for
the group, which was sent to the primary
residences of 27,700 owners of area vacation
homes in May 2009.
he personalized piece included the
advertisers logos and invited recipients to
visit a personalized URL (PURL) for exclu-
sive offers. More than 2,200 people or
8 percent of recipients went to the PURL
and clicked on an advertisers link. Nearly1,000 people shared their e-mail addresses
to receive future offers.
Tanks to the programs success, a similar
mailing went out this June.
Simply carbon-copying your English-language mailer for multiculturalmarkets wont work. In this new day of tighter budgets, all marketers willwork smarter, and the smartest ones are starting to realize that culturallyinformed marketing generates the most effective desired outcome.
Alberto Padrn,directorofintegratedmarketing,Zubi Advertising
t e l l g e t m a l f g r a p h c
t r e t c h y r b g e t
o Postageecessaryinellen al hels allmakelmnae sams
Inteigent Mai is making it simper orhamark ustomers to send persona
greetings wie eping te Kansas
cit, Mo.based ompan easi trak
piees as te enter te mai stream.
hamarks new Postage-Paid Post-
ards wi it store seves in Ma
ome wit prepaid first-cass Mai
postage, eiminating te need or on-
sumers to pae a stamp on tem.
Wen maied, Inteigent Mai bar-
ode tenoog inked to te post-
ards noties te Posta ervie tat
postage was prepaid wen te on-
sumer purased te ard.
ese Postage-Paid Postards
reate a onveniene weve not
oered beore, sas cind Maone,vie president o produt deveop-
ment at hamark. A onsumers
need to do is out te postard and
drop it in te maibox.
WAE P,MARETERS.You say you recognize Hispanicconsumers growing inuence. Still, more than half of you dontmarket to Latinos in Spanish, and 82 percent have no plans tobegin or increase eorts aimed at Hispanics. What gives?
Wy cmpai at maktig t ipaic
feel current
marketing iseffective
dont feel the ROIwould be justied
dont havethe budget
lack language/culture familiarity
dont know
where to begin
Source:Orci2010 MarketingTrends Survey
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deliverables deliem g raphc leaer c lm
Is sending direct mail to green moms mothers motivated by and comissues counterintuitive? Not if its done right, says sustainability,sumer behavior expert Andrea Learned. Anyone whos serving a sustashould be watching green moms, she says. Tese women are very intheir peers, and their momentum is building. Reach them by practicinhygiene, using environmentally friendly papers and inks, and matchinand website messaging. Christine Hansen
O REE
tree-quagreen mo
en Mie
6 in 10 green momsare married.1
3 in 4 green momsave pets.1
1 in 4 is aomemaker.1
Were te ive:1
34.6% .... ew ngand and Atanti states42.8% .... ort and out centra ..8.8% ....... Mountain states13.8% .... Pai states
AA HHI:1
16.8%ess tan $25,000
41.6%rom $25,000 to$74,999
35.3%
$75,000 and over(Percentages do nottotal 100 because notallrespondents ansered this question.)
look for products
and services thathelp preserve natural
resources for their kids
and grandchildren.2
look for products
and services
that come from a
socially respon-
sible company.2
REE OS HOOE OR AAS:1
ry new products ..... 37.4%Buy store brands ......58.0%Buy name brands .....47.2%se coupons ........... ..50.7%
60%
74%
1 Earthsense 2009 Eco-Insights Survey.2 R esonate Netorks.
Great space has been given online and oine
recently to tout the newest digital killer app a new e-reader which shall remain name-
less as the savior for the magazine indus-
try. No more must we worry about how our
ever-expanding arsenal of digital devices will destroy magazines;
this one can help save them.
So imagine the consternation it must have caused when
the CMO Council released a study that found that consumers
actually prefer gasp! printed magazines over their digital
counterparts. How many? Ninety percent of those surveyed said
theyll hang onto their print magazines, even with the option of
an e-reader or online counterpart.
If this feels like dj vu all over again, its because it is. Te
obituaries for print have been many and myriad over the past
two decades and obviously wrong. While it is true that
consumers have found much to love about the digital tools
we now possess, its also true that they havent come close to
giving up on print.And why would they? o borrow a phrase from the digital
lexicon, print is user friendly: Its portable, accessible, visually
compelling, highly eective and a real value. Teres no reason
for users sorry, consumers to give up on it. For them, its
not a choice of one or the other, its a matter of using both print
and digital for dierent objectives.So, should we be surprised that nine out of 10 people want
to hang onto their magazines? Tat in the past 11 years, as
search engines have begun to rule our online lives, print
magazine readership has risen 4.5 percent? Tat print still
delivers a higher level of engagement and returns a signi-
cantly higher response rate?
Its not a surprise to marketers. Spending on all forms of print
still dwarf the spend on online advertising (direct mail alone is
more than $29 billion vs. $7.8 billion for Internet display ads).
Arguing about whether digital will supplant print next year
or the year after that or the years after that misses the point. Its
not about independence, its about integration.
ime after time, marketers have proven that the two media
work better together. Print is the push that complements the
Webs pull. As catalogers know well, a print piece not only drives
additional trac to the website, it increases the amount that
people spend when they arrive.Prints demise may be overstated, but it would be just as fool-
ish to ignore the growing dominance of digital. Smart marketers
are nding ways to blend the two to create an even more power-
ful connection to their customers. Are you?
Who Will Save Print?
DigitaL
ViSioN,JUpitEr t
opright:hoNorbowDEN,imagEZ00,gEttyimagES
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deliverables deli
l sM
Todays marketers face a
signicant set of chal-
lenges in reaching con-
sumers. Tey must be
innovative, stretch
boundaries and really reach to create
breakthrough messaging or a strat-
egy that will capture attention and
engage consumers. Let me give you an
example of how the Postal Service
recently helped a marketer do just this.
A large national retailer created a
mailing program that included xing a
coupon card to the outside of a catalog
to help promote its oer. When cus-
tomers used the card, the retailer could
track the business it was generating.
Would it drive sales? Absolutely.
But the cards positioning did not meet
Postal Service standards. So, we met
with the retailer and its marketing part-
ners to devise a mailer and a card that
would meet the retailers needs, while
meeting the standards we needed in
order to process it. In the end, the retailer
got a much-needed business boost, and
we provided a solution that helped.
Tats the kind of partnership we
think would help all marketers. We
want you to seek innovative ways to use
Postal Service products and services.
But make us part of the planning pro-
cess so we can oer insights that may
save you hours and dollars in the end.
I was reminded of
kind of dialogue could dat the National Postal F
was an opportunity for
to-face with some of the
marketers, to kick aroun
their feedback on how w
help them deliver on th
More than that,
chance for those busin
similar conversations w
exchange ideas, share
glean insights from o
faced with the same cha
Te NPF wont come
until next spring, but Id
to attend your local Po
Council (PCC) meetin
cils, made up of the satic professionals, oer
to network with your
issues with Postal Serv
tives and, ultimately, co
that can make you a be
In fact, National PC
15 is the perfect reason
what your local PCC has
hear whats happening
ally and in your area, m
Service representatives
with other marketers in
more information abou
offered in your area
nationalpcc/joinlocalp
Consider opening a d
Postal Service. We want t
your business. We can h
innovative solutions tha
keting noticed, and, mo
meet your business obje
C
ULtUra,maStErFiLE
Does return on social mediajustify the spending?
i hnk s moan ha nonos con-
nue o exemen h socal medaools and look fo as o es s effec-
veness. ths ll hel hem oel
allocae esouces o socal meda.
Fo he Naonal tus, nvesn n
socal meda hels us each cean
oals, such as uldn aaeness fo
esevaon, ecause eaches ne
and non-adonal audences.
ut man o our soia media
oowers aso get diret mai
rom us beause peope dont
use just one orm o ommuni-
ation anmore.
in fac, socal meda and dec mal
ae que comlemena. when e
hnk aou usn socal meda, e hnk
aou havn an mmedae mac and
eachn ne audences. when e
hnk aou usn dec mal, e ae
hnkn moe aou donos hee e
have an exsn elaonsh.
the eal dane h socal meda
s n makees execn oo muchfom .
wha ou ae n o do h
socal meda s enae he consume
n a convesaon ha s elevan o
hm o he. oia media needs to
work and-in-and wit oter
annes, weter its diret
mai or an in-store promotion, to
reate a oisti marketing am-
paign tat drives onsumers to
te branding ou want to get in
ront o tem.
because each addonal ouch-
on hels dve consume loal,
s moan o have a dvesfed
sae ha ncludes dec mal,
e-mal, onlne and socal meda. i s
ce effecve o mx hese ools
caman, enaln ou o connec
h eole n he a he ae mos
comfoale h.
Socal meda akes u moe me han
does mone. SmlSoles, e haven allocaed
a secc ude fo socal meda. i
have, hoeve, adjused m schedule
so i can devoe me o he socal meda
channels ha have come no la n he
as fe eas.
Connecn h cusomes s coe
o SmlSoles usness. We view
soia media, tereore, as a natu-
ra evoution o te ustomer out-
rea weve been doing a aong.
ths ncludes sendn handen
hank-ou noes, hch ae ea aen-
on aes. pesonal ouches such as
hs ae one of ou dffeenan fac-
os n he makelace.
the common ound eeen hand-
en noes and socal meda s acces-
sl. boh can hel makees elae
o cusomes on a esonal level and
humanze a coman.
Linda LoRe
P, F HwG i.
david J. BRown
Ex V P, n H P
Kassie RempeL
ow, ss
portraitSbygLUEKit
collaborato a l ak or arktgaags strogr.
Dont Go t Alone
tepen Kearneden of cusome cn, consume muncaons, and
maken, a he U
p..v. | q , x . . | te the b
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deliverables phg the ev elpe
You wouldnt typically expect to
see origami and tractor in the
same sentence, but that unusual
combination sums up the thinking
behind a dimensional mailer John
Deere used to distribute a comprehensive collection
of digital images last year.
Te Moline, Ill.based maker of farm equipment
wanted a fresh approach for delivering the stock
photo library it periodically sends
to media, marketers and adver-
tising agencies in the agriculture
industry. Our video manager hada mock-up of a folding paper auto-
mobile that hed picked up from
one of our suppliers, recalls Barry
Nelson, media relations manager for John Deeres
Agricultural and urf Division. You could open it up
and look inside. He said, Wouldnt it be great to take
a John Deere tractor and do the same thing with it?
We loved the idea.
Working from photos and illustrations, an in-
house team created an elaborate design for a scaled-
down replica of a recent addition to Deeres 8030 line
of high-power tractors. We wanted it to be as accurate
as possible because our target
audience knows our tractors
very well, Nelson says. Tey
can look under the hood and
know every nut and bolt and
every part of the engine and
transmission.
Te team sent its design
to Structural Graphics LLC,
an Essex, Conn., agency that specia
dimensional marketing pieces and di
ect presented some paper engineer
recalls Structural Graphics presiden
Among other things, we had to co
of the paper so that it worked with t
than against it, he says.
Ten there was the question of ma
3-D wheels from a at printed sheet
lots of bends and curves and maki
kinds of things it isnt designed to do
Ultimately, Structural Graph
pint-sized tractor that not only rollpaper tires, but also unfolded to let
at its highly detailed interior. You o
the cab, and you see the seat, says
You open the hood and you see th
keep opening it up, youll see a as
Deere packaged each fully ass
with an eight-page directory of ima
drives photo library. Ten the com
boxes to its key media contacts.
While the company didnt forma
requests for information were high
after the mailing, Nelson says. But, h
win came in t
especially on fa
and websites
But for the
keting team,
seeing its proj
Nelson, Wer
with social me
one really took
Sowing CuriosityReaping ResultsJohn deeres foln 3-d ror roe len of nqn lle n jor wr. Anne tuart
sEEDING IDEAs: ochue n
he shae of a aco caed a ashdve of edoal maes.
rrl grhsroe n-szeror h no onl
rolle on 3-d er res,b lso nfole o lereens ee shhl ele neror.
h IAlCompan: John Deee (Lenexa, Kan.).Agenc: Sucual gahcs LLC (Essex, Conn.). Target Adience: 1,200 ke memes
of aculual meda (jounalss, loes, maken and advesn aences). Goa: Encouae ecens o ve and use sock
hoos of John Deee equmen on enclosed USb ash dve. DM Vehice: 3-D ae aco elca (9 5.5 4.5 nches) ha
oens u o eveal ash dve h 180-mae hoo la. Repone: Uck n e afc and e-mal nques, uzz on nuenal
los, ndus maken assocaon econon.
JoEVaUghN
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AlPHAMAIOnly 28, CHRIs NEwMANhabecome a leader in direct thanks to aapproach to marketing creativity.
e caught the advertising bu
while pursuing a double degr
in ne arts graphic design anadvertising at Iowa State Un
versity, then saw his passio
fully bloom during internship
at Baltimores Round2 desig
agency and the Martin Agenc
Student Workshop. Chris Newma
is just 28 years old, and his career is re
hot. Currently a senior art director at Eur
RSCG Chicago, the young advertising maverick has earned mu
tiple awards for his work on behalf of several brands. But its New
mans endishly clever array of mail campaigns for Sprint Nexte
that have the direct world buzzing.
While many of his Gen-Y peers focus almost exclusively on th
Internet, Newman has made marketing headlines by applyin
Web-inspired dynamics to that tried and true response-gette
direct mail. I always try to create direct mail pieces that w
get people to want to interact with them, says Newman. Mayb
its because Im so used to having the Internet. Its about takin
that online interactive experience and bringing it into a dire
mail/print form.
rue to his philosophy, Newmans direct mailers veritab
scream, Play with me. ake his award-winning 2009 maile
ackle Everything Faster. A B-to-B Sprint project that gives fres
by bruc ebr i t t | photographsby mattbarn
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meaning to the phrase reeling em in, the cam-
paign was engineered to entice primary decision
makers at vertical businesses. Devising a tackle
box that he dubbed a solutions tool box, New-
man placed his enticing teaser message clearly
on the outside of the box, cautioning recipients,
Dont let this one get away.
Inside the box, recipients are presented with
shing supplies, including lures, shing wire,
bobbers, sun block and more. Also included is a
brochure promoting Sprints work-grade commu-
nications and a business card for a Sprint salesrepresentative. Sprint produced more than 500
boxes for the campaign, with more than 5 percent
of recipients rising to the bait.
Ten theres Newmans 2008 back-to-school
Sprint mailer, Dissection. It allowed more
than 600,000 college student recipients to vir-
tually dissect a frog by tearing open a center
vertical perforation revealing a card detailing
Sprints latest phone components.
Both pieces underscore for Newman the
unique sensuality of direct mail. What makes
direct mail so appealing is finding that you can
interact with the piece, he says. Since direct
mail is tactile, the goal for me is to have people
open it up and examine it. heres something
powerful about being able to hold something
in your hand and explore it on your own,whether its peeling something back,
or scratch n sniff, unique stickers or
different print techniques. Its defi-
nitely a real experience, as opposed
to a virtual experience.
Which isnt to say he doesnt
know how to leverage virtual
experiences with mail. Consider
the B-to-B mailer he designed for
Sprint Mobile Broadband: It placed
recipients into virtual, lifelike working
environments including a coffee shop and
a diner a creative device Newman used to
show that consumers could transform any setting into
an office using the service. More than 10 percent of
recipients responded, while Newman nabbed two empo
Awards for the project.
He has also won several other honors, including a 2010
Emerging Leader Award from the Chicago Direct Marketing
Association and several AMBI Awards from the Kansas City
Direct Marketing Association. Te Chicago Sun-Times hailed
Newman as a man on a mission to dispel the misconcep-
tion that direct mail pieces are dull.
skys THE lIMITHailing from Sioux City, Iowa, New-
man expressed his creativity from a
young age, exploring drama, pho-
tography, art, music, choreography
and even politics (he was student
body president in high school). Tose
early experiences serve him well in his
current job. Trough acting and other
artistic experiences, I learned how to put
myself in the mindset of others, Newman
says. When youre acting, you really have to think,
Who is this person and what would be relevant to them? One
part about marketing and advertising is that youre market-
ing to a dierent audience every day, whether youre targeting
mobile moms, college students or a boomer audience. [Art] is
a great way to step outside of yourself and be someone else.
And direct mail aords him the chances to unleash
some powerful artistic impulses. I love it when I get these
[direct mail] assignments, Newman says. Te challenge
is always great but the skys the limit when it comes to
conveying something.
MA A MIhe misonepioarray o ampaigbu engage wih have inluded a ound a way o mleing ollege suearing open a peomponens (le
wHAT MAkEs DM s APPEAlING is nding thaact ith the piece. Since direct mail is tactile, the goal for me is toopen it up and examine it. eres something poerful about besomething in your hand and explore it on your on Its denitexperience, as opposed to a virtual experience. w
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A swEET ffERAnd that approach has led Newman
to churn out some of the best recent
work in the business.
For instance, as part of a mar-
keting push for Sprints Wireline
Convergence Wireless Integrationsystem, which integrates consum-
ers personal smartphones with their
Private Branch Exchange business lines,
Newman took full advantage of mails tac-
tile power by devising a B-to-B direct mailer that
included a jar of peanut butter and jar of jelly. We came up
with the concept of two things that are completely separate
but really work together as a whole, Newman says. Know-
ing that we needed a high-impact DM, we asked, Whats the
ultimate combination of two things? Tats how we came up
with peanut butter and jelly.
Te campaign which also included an oer for a gift
card for pricey steaks exceeded the goal by more than 300
percent. Our client told us that the Sprint national account
managers loved the concept so much that when they were
scheduled to go to appointments, they were actually bring-
ing loaves of bread to go with the peanut butter and jelly,
Newman laughs.
Not long after that, Newman put together a hit B-to-C mail
campaign for Sprints Handset Upgrade Optimizer, a portfolio
of new, feature-intensive devices. Newmans job: Entice exist-
ing Sprint customers to renew their contracts by informing
them about the companys new, feature-heavy phones.
He created a gorgeous foldout mailer that spotlighted the
array of new Sprint phones and carried the theme One. wo.
Tree. More. Measuring 6 inches by 9 inches when shut, and
12 inches by 18 inches when fully opened, each page of the
mailer featured smartphone screen shots highlighting a
certain PDA feature. Te introductory page is devoted to
texting (One.), another to the web (wo.), another dedi-
cated to e-mail (Tree.). A nal page details the full capa-
bilities of the entire Sprint handset series (More.). Tat was
the idea when I was designing it to have it continuously
open, and get bigger and bigger, so that the last reveal of the
three phones feels exciting, says Newman.
More than 150,000 pieces were mailed July 14, 2009, with
an initial intended run of three months. But when the
response rate topped 10 percent, the Kansas- based company
extended the mailers run for two additional business quar-
ters before refreshing the format in 2010.
Newman says the campaign, which included versions
for Baby Boomers and Millennial generation users, allowed
him to explore how technological breakthroughs are further
Tat sort of thinking has led him to
view the world as his own personal
petri dish, where he can collect, cul-
tivate and grow ideas. I draw inspi-
ration from everything, he says. If
its Saturday and Im out in the city
and I see something, I think, Oh,thats really cool I should keep that
in the back of my mind. Ill tear things
out of magazines. If I see cool products
or tchotchkes at trade shows or auto shows,
Im always trying to think how I can integrate
something like that into what Im doing.
But as whimsical as his pieces may seem, Newman quickly
points out, Strategy is at the center of all my ideas: Who are
you talking to? What are you trying to say? How can you best
communicate your message in a way thats relevant to people?
How can you make the consumer understand it in a way thats
engaging for them? You look for an idea that has legs.
Another aspect of Newmans approach is a creative philo-
sophy he calls Responsible Design. Its just being really respon-
sible with where you place things really thinking about
where the headline is, where the images are, where the prod-
uct and the price points are, he says. It means that every-
thing has a place, a purpose and a reason for being there.
Jennifer Wood, Newmans supervisor and Euro RSCG
creative director, concurs. Chris approaches design from a
deeper level, using strategy as the center point for develop-
ment. Everything has a reason, and his thinking lives in per-
fect harmony with his art.
boosting the versatility of mail. Te handset upgrade piec
was a great way for me to learn how I can take advantage
all todays new technologies and printing techniques an
how we can customize and tailor a piece toward specic cus
tomers, he says.
Of course, Newman acknowledges that he learns some
thing new with every project. Perhaps the biggest lesson o
all? Newmans award-winning work has cemented his fait
in the bulls-eye impact of direct mail. One thing I really lik
about direct is that you can reach a specic audience wit
a specic message, he says. Youre focusing your messag
directly toward a person who has a higher p ropensity to wan
to respond to your oer. Its great that you can really targe
an audience like that. d
cAI ch:ewman oo ull advanage o mailsaile draw or a -o- ampaign ha inluded a jar opeanu buer and a jar o jelly (opposie). blew away hegoal response rae by more han 300 peren.
Our client told us that theSprint national account managerslVED THE CNCEPTs MuCH that hen they erescheduled to go to appointments,they ere actually bringing loaves
of bread to go ith the peanutbutter and jelly. w
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As pizza chains go, z
be the largest b
ensure that its link
the strongest in th
Hoping to seiz
business, the Cal
recently created a
bining direct mail
consumers to join its ztribe loyal
which is known for gourmet
such as shiitake mushrooms, ar
are building the club today with
more business with recruits in tOur goal is to have 1,000 h
order at least twice a month and
each of our locations, says Bran
of training. If we can identify th
in our loyalty database, we know
accomplishing that goal of reachi
already part of the repeat cliente
Te campaign centered aroun
were sent last August and Octob
zpizzas 86 stores nationwide. (A li
in-store, too.) In the August mailin
sent out; that number increased
October. Te mailers contained a
that revealed a code that recipie
company, along with their e-mail
Te majority of the prizes con
pon oering, but there were also
denominations as well as two gra
in the rst round of mailings, and
of the campaign. Te card was t
aged people to text in, and once
ately got a text response back fro
to check their e-mail to see wha
edia use
Mai, e-mai, mobie
oal
uid members in oat ub
umber o piees mailed
Approx. 500,000
esponse rae
ver 1,900 text-in entries
coupon redempion rae
1.5 perent
egisraion rae
Inreased near 20 perent
AKI HOS O AREAIOSHA pizzerias loyalty campaign paired maunderscore the importance of nding nebusiness with your best customers.
bypaulaandruss | illustrationsbyzoharlazar
storyataglance
20 delivermagazine .com j u l y 2 0 1 0 j u l y 2
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shiting loatiebusness auho Jll gfnexlans ho loal oamsae chann and ho oucoman can kee u.
Goodwin, account executive with BrandStand
Group, the agency that executed the program. Tat
e-mail also prompted them to join the club because
it contained a link to the loyalty program.
Repeat rewards
Its widely understood that cultivating repeat busi-
ness can help boost the bottom line in several ways.
Most recently, a study from U.K.-based business
intelligence consultant Retail Active found that it
can cost as much to gain one ne w customer as it doesto keep ve existing ones, and that repeat customers
typically spend about one-third more than new ones.
And although some small businesses dont always
believe they can aord loyalty programs, more vigor-
ous pursuit of existing customers can increase sales,
reduce costs and facilitate deeper communi-
cations, says Christie Nordhielm, associate
professor of marketing at the University of
Michigan Ross School of Business in Ann
Arbor, Mich. Repeat customers are the
heart of any business, she says. Retained
customers are always far more protable
than newly acquired customers. Tey have a
better understanding of the brands benet
and value, and they are easier to nd and
communicate with.
Nordhielm says another key benet of
loyalty programs is that they strengthen the customer relationship, making customers
more heart loyal less likely to defect to the competition.
Tats a denite consideration for zpizza as the company tries to set itself apart
from competitors that include the nations largest chain pizzerias. Teyre trying to
overcome [comparisons to large rivals] not just because they want to be considered
better, but also because those huge companies have huge marketing budgets and their
deals are out of control, like $5 pizzas and buy-one-get-one-free oers, Goodwin says.
o combat that might, Goodwin says the company wants to showcase its products
and its distinctive identity, and then hone in on zpizzas best customers to increase rev-
enue. Youre better o utilizing your communications to those customers rst because
theyre already loyal and pose a smaller risk of leaving for the competition, she says.
Capturing loyalty
The program implemented by zpizza included some key elements to loyalty suc-
cess. Notably, the restaurant oered the prize without requiring recipients to
make a purchase. Also, the pizzeria told recipients what they had won before
asking them to join the club.
Nordhielm says companies should seek to delight customers by surprising them
with rewards that are not contingent on them taking certain actions. Te wrong way
for loyalty programs to work is for the company to emphasize the fact that the reward is
contingent on purchase behavior. Tis makes the reward program seem like just another
pricing trick, she says.Te point is to truly reward loyal behavior and to transform
the relationship.
Loal jus sn ha used
o e, sas maken uu Jll
gfn u has K. lo of comanes sll
confuse loal oams
h ead oams, sas
gfn, auho of he es-
selln Customer Loyalty:
how to Earn it, how to
Keep it. ive een okn
n hs aea snce he lae
80s. thee have een a
lo of chanes n ha he od loal
means dun ha me.
Delveralked h gfn o e he
ake on he evoluon of loal oams
and ha odas makees should do o
n moe usness fom he cusomes
he alead seve.
DElIVER: how do ustomers ep
ou earn?
jIll GRIffIN: Cusome needs ae
chann, consanl evolvn, e us-
ness-o-usness o usness-o-consume.
Cusomes can hel ou sa on o of he
value cuve and hel ou nd as o
delve exceonal value.
No, ha doesn mean hee on
o call ou u and sa, e, hees m
houh fo he da. you have o d fo
ha nfomaon. you canno deend on
hem o sell ou n a focus ou. Fnd
he ehavos of ou es cusomes,
undesand h
aa fom ou
oehe he
DElIVER: W
trends in o
GRIffIN:th
aou edeem
moe aou ac
ences. Lke h
cusomes hefo a majo oc
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cusomzaon
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ood aou h
DElIVER: W
wrong in us
GRIffIN: i
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value and sha
and ncome d
eson has a
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he oenal o
you an o n
jus hos se
ou h no
Maximizing mail
With the successful elements of the loyalty campaign in
place, both Goodwin and Babb say that direct mail was
a natural choice to get the message out to consumers.
Goodwin says mail allowed them to target a very
specic geographic area surrounding each of the companys
locations, which led to a higher return on investment. Te mail-
ers range of targeting was no more than three miles outside
any given store, depending on factors such as location density
and proximity to other locations. In most cases they went out
to consumers within a 1.5- or 1.75-mile radius of the store.
Direct mail is an ecient method for marketing your
brand and message exactly where you want it to go, she
says. You can waste a lot of money going to the masses
cheaply and then not knowing if youre getting your mes-
sage to the people you really want to see it.
Babb says that, thanks in part to the still-soft economy,
the number of mail marketing oers in her industry has
increased aggressively. As a result, zpizza wanted to appeal
to consumers with something completely new. Te scratch-
incentive card was an opportunity to open the door for some-
thing unique that would get people to actually stop and look
at it to see if they could possibly win a prize, she says.
hus, the company executed the blanket
mailing with the goal of reaching out to people
who were close to its stores. Along the way to
touching many repeat customers, the marketing
messages also reached some who werent neces-
sarily familiar with the restaurant. It gave us an
opportunity to try a dierent venue and a new
way of reaching potential guests we may
not have reached in the past, Babb says.
Protable returns
Not only did the mailers reach newguests as well as those whod eaten
at zpizza before, the mailings
stirred the recipients to action.
Te August mailer garnered more than
500 text-in entries and a redemption rate
of 1.5 percent. In October, the company
received more than 1,400 text entries
and a similar redemption rate. (Goodwin
says that because not all stores submitted
their redeemed coupons to the agency, the actual
redemption numbers are likely even higher than
that.) In addition, ztribe registration increased
by nearly 20 percent compared to the regular
sign-up rate.
While the company doesnt plan to repeat
this particular promotion, Babb says that
because of its initial success, she expects
another loyalty promotion in the near future.
People were asking questions about the
scratch-o and sending us lots of comments
about it, which means they were talking about
it, Babb says. Te driving force was to add
more members into our loyalty program, and
that goal was certainly achieved. d
Retained customers are always far moreprotable than newly acquired customers.hey have a better understanding of thebrands benet and value, and they areeasier to nd and communicate with. Christie Nordhielm, associate professor of marketing at the University of Michigan Ross School of Business
loat b te umbers
loat experts i rin and ain &
compans frederik eied, autor
o The Loyalty Eect: The Hidden Force
Behind Growth, Profts, and Lasting
Value,sa:
Aquiring a new ustomer an ost up
to ve to 10 times more tan retaining
an existing ustomer.
A 5-perent inrease in ustomer reten-
tion resuts in a prot inrease o 25 to
100 perent.
n average, exis
67 perent more
20 perent o us
80 perent o tot
eed was to enane
our oat program?
ownoad our loat
trategies wite paper at
deivermagazine.om/strateg/.
tom
NULENS,StoCK
VECtorS,gEttyimagES
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Sure, at Deliverwere always talk-ing about the power of direct
mail, about how it can inspireand engage consumers. Andthat talk is true: Mail endures as
a favored channel largely due toits adaptability, unmatched tac-tile power and measurability.
But when it comes to the creative breadthof mail, we dont have to talk. Now, you can seefor yourself.
Tats because weve devoted the next coupleof pages to our own little gallery of sorts. Ashowcase of colorful and attention-grabbing
pieces that we think all underscore mails sen-sory appeal.
Tey vary in size and shape and have beensent by companies large and small. But eachpiece is bright and engaging in its own way. Most
important, each piece has served to advancecritical business goals such as fostering brandawareness and driving customer loyalty.
And each did so by seizing on the unmatchedability of mail to put an oer directly into a tar-gets hands. You can touch it, fold it , hold it up
to the light.You can see for yourself.
chlIAh
WAPAK
Al: enerae buzz
or hlierbahns new
congo iver xhibiion,
a mulisensory jungle
advenure ha apures
he beauy and danger
o he congo.
lI: hli-
erbahn deided on a
mailer ha olorully
onveys he mysery
and hrills o a rainores
expediion. the piee
also was handed ou o
par visiors on arrival.
MA A
IIy AA
cAI & PlIc
Ach
Al: Promoe he
shools duaion
& Publi ureah pro-
gram, whih rains eahers
and develops lassroom
learning maerials.
lI: Woring
wih 3 Paper raph-
is, he shool deided
o disribue oval eep-
saes o ommemorae
he launh o t
(gamma-ray large area
spae elesope).
AcA AIAl
AK/hI AI-
I & I
Al: eah prospes
as par o a usomer
reenion ampaign.
lI:eaoas
ommissioned a walle-lie
piee ha, when opened,
eaured rubber-band ai-
vaed pop-up ubes ha
onained serial numbers.
eipiens whose numbersmahed serial numbers on
bills displayed a he ban
branhes won prizes.
P
Al: Heighen brand
awareness and gener-
ae leads or ollow-up.
lI: Prin mar-
eing speialiss cole
creaive devised person-
alized, 12" x 18" movie
posers ha were sen o
lm exeuives. eipi-
ens were as as he
sar on he posers and
ex alled ou heir ileand ompany name. the
piee helped generae
millions in new revenue.
topLEFtaND
right,bottom
right:proDUCED
by3DpapErgraphiCS/topLEFt:U.S.patENt7,490,425/bottom
LEFt,proDUCEDbyCoLECrEatiVE
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aboVELEFt:proDUCED
by
3DpapErgraphiCS,U.S.patENt7,707,757/topLEFtaNDright:proDUCED
byCoLECrEatiVE
In its earliest days, multisensory marketing focused
largely on placing scents on paper, providing a potent
marketing tool for many cosmetics and fragrance
companies. But the eld has since evolved dramati-
cally. oday, marketers wield an array of ne w materi-
als and high-tech accessories designed to engage mail
recipients eyes, ears and noses. Tese include:
mprve paper tck: Marketers can
choose from an assortment of paper types, fromheavily recycled stock to paper made from stone
powder to the latest hot item, holographic paper.
Holograms diract light by changing normal white
light to various colors, points out Mike Messmer,
general manager of NovaVision Inc., which distrib-
utes holographic paper. Holograms can also show
unique optical illusions like 3-D depth.
electrc: Marketers are starting to embedvideo and audio chips in their mailers and other
printed pieces. im Clegg, the CEO of Americhip,
which has used the electronic devices in various
campaigns, says the chips are designed to immerse
recipients in a fuller brand experience. When you
combine audio with tactile or audio with illuminating
technology, it enhances the whole experience, says
Clegg, whose company also plans to incorporate 3-D
into its video mailers this summer.
cete a eble pece: rue to itsname, multisensory marketing means engaging as
many of the ve senses as possible. As a result,
marketers are boosting campaigns with items such
as scented postcards and printing technology that
allows brands to place a scented varnish onto a
printing press and then onto a page.
Meanwhile, First Flavor, a suburban Philadel-
phia marketing company, works to combine three
senses sight, smell and taste. First Flavor creates
edible lm strips that dissolve instantly and give
you a taste and scent of the clients product. By
adding a sense of taste and smell for a product,
you create a way to have that consumer engaged,
says president and CEO Jay Minko. Tere is an
emotional bonding that creates loyalty.
Explaining how these additions could multiply
the impact of direct mail in an increasingly com-puterized world, Clegg sums up their impact this
way: Although we live in a digital world, humans
are still analog beings. We still respond to sound,
sight, taste and smell. Lekan Oguntoyinbo
o a sn de of mulsenson maeals s fuhe nceasnceave oons fo makees.
Materia Dierence
PA
Al: howase Panones
olor managemen soware
o a variey o prospeive
liens, inluding graphi
designers and phoographers.
lI:Panone mailed
personalized posards ha
showed o is soware, eaur-
ing models wih brighly olored
aoos. copy ased reipiens i
hey el as onden abou he
qualiy o olor in heir own wor.
MAhI MAhI cI
A chA
Al: rive web ra, raise
brand ineres and inrease he
number o ruise requess by
businesses and organizaions.
l
mo
nesse
noe jo
ompa
ransom
cs
MA APhIc
Al: oos brand opin-
ion and reae op-o-mind
awareness among poen-
ial liens.
lI: onage
sen a series o personal-
ized holiday-hemed pos-
ards o remind arges
o he ompanys reaive
apabiliies. the mailers
doubled as eepsaes.
MA A IIy
AA cAI & PlIc
Ach
Al: Promoe he duaion
& Publi ureah program by inreas-
ing brand awareness and providing
inormaion abou spae iniiaives.
lI: the shool sen ou
a elesoping mailer designed o
simulae he aions o he uar
saellie, whih has slaed or
launh in 2012. the mailer opened in
muh he same way he s aellie will
open an exendable elesope one i
is in ouer spae.
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It goes without saying that companies have to market to those who
do the buying but, says Xerox Corp. channel marketing manager
Paul Criswell, its just as important that brands market to those who
do the selling, too.
Resellers are looking to get as much out of their relationships
as possible, says Criswell, who manages all communications
between his company and about 3,500 top-tier reseller partners.
Teyre looking for new opportunities to make money.
raditionally, Xerox has done more than many major companies to
empower its sales force, but the last few years have seen the company
step up that commitment considerably, Criswell explains. Blending
high-level creative with an assortment of communications channels,
the print giant has crafted an annual marketing eort for its sales
teams that rivals many B-to-C eorts.
For starters, Xerox kicks off its yearly push to resellers by pub-
lishing and mailing eye-catching guidebooks replete with infor-
mation about the coming years partner program. his year, the
program uses a sports theme, with eam Up with Xerox as the tag-
line. Appropriately, sales reps have received a book entitled Players
Playbook, while owner-operators have been sent the Coachs Play-
book. Spiral bound and printed in full color, the 85-page guides
describe the years sales incentives, demo programs and other
aspects of the overall initiative.
Tey talk about [all the reasons] why you should partner with
Xerox, Criswell says. Weve received great feedback on both of these
books, and I think thats because theyre very targeted.
But the guidebooks mark only the beginning of the eort to sell the
sales team. Creative promotional campaigns build awareness and excite-
ment all year long. In the summer of 2009, for example, Xerox mailed abarbecue-themed sales promotion, tagged Fire It Up, to all its partners.
Te package was shaped like a grill and contained a number of tools, such
as a baster. Te company also used a combination of direct mail, e-mail
and web marketing for a sales contest geared toward reseller sales reps.
sEllING THE
SAES EAHow Xerox motivates and empowersits channel partners to sell more.
By pama dam | iutati By J cca
company
Xerox corporation
niiaive
eseer Program
Marketing
targe udiene
e ompans 3,500+
.. anne partners
oals
eruit and retain
partners, drive saes
revenue, buid o-
at and preerene
or Xerox, avorabposition Xerox or
uture growt
theessentials
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In previous years, Criswell recalls, most of the commu-
nication had been aimed at the management of reseller
organizations the owners and operators. Last years
mailing, though, marked renewed eorts by Xerox to
address salespeople, too. Te program has worked well,
says Criswell. We directed communications to the people
who were getting paid the [sales bonuses], those motivated
by extra cash, he explains.
Weve seen some really positive results from commu-
nicating what they like to hear, said Criswell. Te owners
and operators denitely have dierent needs than their
sales reps. [Resellers] care about the value that Xerox brings to their
business and to their company. We talk about nding discounts when
theyre buying product from distributors. We talk volume incentives
and rebates and demo discounts. We have a training tool speci-
cally for the owners on compensating their partners and reps
around managed print.On the other hand, sales reps want to kn ow, Whats in it for me?
But Criswell says owners of reseller outfits also stood to gain
from the various incentive programs for salespeople, thanks to
rebates Xerox gave them for reps sales activities. he approach
for each group was tailored differently, and grand prizes of cash and
merchandise were awarded, he recalls. It increased sales and the
visibility of the partner program.
Although Criswell wont reveal ROI gures for the campaign, he
insists the marketing push has helped bolster sales. Meanwhile, in
April Xerox announced rst-quarter results that included a 33-percent
increase in revenue.
BEO ICEIEShe marketing programs also have proven to be educational as well
as lucrative for the sales force, says Criswell. Among the companys
triumphs has been the success of Xeroxs efforts to teach its part-
ners new ways to sell. Instead of selling on speeds and feeds [print
speed and specifications], were taking resellers a step further in sell-
ing value and selling a solution, rather than just selling hardware,
explains Criswell.
Xerox has become an expert in building mutually benecial relation-
ships with its channel partners but n ancial incentives alone arent
enough to ensure success. At the end of the day, [we need to communi-
cate] to resellers what we bring to the table and that our value proposition
will translate into more customer sales, says Criswell.
Marketing eorts such as the guidebooks help Xerox surmount
communications barriers that confront many major channel market-
ers. For instance, because resellers typically dont have the resources or
time to train every salesperson on all the companies and products they
might represent, product education is often insucient. And engag-
ing, informative marketing only enhances attempts to teach and
captivate a resellers sales team.
Programs like these reect the companys long history of reaching outto its channel partners, and they are frequently cited as examples of best
practices among major businesses. In April, for instance, the company was
named overall winner byCRNmagazines annual Channel Champions
Awards, a recognition Xerox has repeated for four consecutive years.
Te quality of a vendors partner program determines how prot-
able its partners will be, said Robert C. DeMarzo, senior vice presi-
dent and editorial director of Everything Channel, CRNs publisher, in
a news release last year that announced Xeroxs win.
Understanding the channel relationship is important to gaining
knowledge about how to motivate partners. Companies use channels
to carry the cost of sales, while channels seek to minimize their sales
costs by encouraging companies to perform services for them, accord-
ing to BNE business blogger Georey James.
IXI CHAES, SERI EESIn building bonds with his sales partners, Criswell has developed a
potent multimedia approach to addressing their varied needs. With
the [advent of] the digital age, a lot of people have begun to go elec-
tronic. But we try to have a good balance a mixture of electronic and
print media, says Criswell.
Criswell believes his multichannel str
competitive advantage over rival marketer
digital communications alone. Our compet
their partners, Hey, weve posted [marke
tion] online. Go and print it or save it, h
laugh. We take the extra effort to send it o
because we know that way, it will sit on the
there at their fingertips.
Along with the guidebooks and mail inc
oers webinars, road shows and nationwid
training. Programs such as Te Builders Seri
sales representatives create high-quality cu
ing tools from PDFs that can be customresellers call-to-action and website URL to
web builder that speed promotional eorts
For other companies looking to sell thr
partners, Criswell says its important to st
competitors and in constant contact with cu
important, keep things simple. Make it eas
ness with your company than others, he ad
your partners. each them to sh instead o
the sh. Can you provide training, educatio
to improve their business? raining is a bi
cially in this crazy economy of ours.
Te rewards of selling the sales team are
and intrinsic, according to Criswell. We d
at nancials. It really is a balance, he insist
how engaged [channel partners] are with
demos they have purchased with us, how
tions theyve created using our marketin
we can accurately see if were making an im
helped them grow their business.
Because in doing so, Xerox also helps to g
At the end of the day, [we need to communicate] to resellerswhat we bring to the table and that our value proposition will
translate into more customer sales. Paul Crisell , Xerox Corp. channel marketing manager
please adon he sales eam fo
non ou.you see, he same focus ha
makes man sales eams successful
a movn oducs fom shoooms
and caalos no consumes homes
also can e a ae o small ands
lookn o exce saleseole h
oduc nfomaon and ncenveoffes. Fo small and md-szed us-
nesses esecall, ou messae o
he sales foce mus alas nd a
a aove he dn of odas mul-
meda makelace.
nd no unlke h consumes,
ouve ofen o o nd ne as
o educae and movae sales-
eole, o e hem exced aou
ou and even n he face of
messaes fom lae comeos.
is had o e a salesesonsaenon, concedes Susan Kean-
ean, esden of maken
communcaons aenc SK
gou, ased nea buffalo, N.y.
thee so us. the jus an
o kno, o s hs on o hel
me? nd he an o see n a
a ha es he aenon.
b a of examle, Kean-
ean ces a ecen challene
ha confoned a md-szed lend-
n fm on he Eas Coas. thecoman, hch secalzed n
commecal eal esae, as hav-
n oule en moae o-
kes o consde s eal esae
loan ackaes. the okes, he
men and omen esonsle fo
nn usness ones and
osecve nvesos o lendn
comanes, had een avodn
he fm ou of mseceons
aou he dffcules of comme-
cal lendn.in esonse, SK and ma-
ken execuves a he m
develoed a elcome k ha as
maled o housands of ndeen-
den moae okes. the cads
desced vaous naves he
lende had se u and offeed o-
kes he chance o n vacaons,
alances and ohe fs. the
male also conaned udes, uo-
als and s fo he okes.
ve he camans un, hecoman moe han douled he
nume of okes n s daa-
ase, fom 40,000 o 86,000, and
nceased ooked loans moe
han 35 ecen annuall.
lo of mes, e do moe of
an neaed aoach, exlans
Kean-ean, hee [he
ecen] mh e en e-mals
n addon o mal, alon h ohe
ade m
dec m
unque
malox
nees
Ma the sae force Be ith yo
n ncenve-laden mal caman hels a mdszeeal esae lende alvanze moae okes.
32 delivermagazine .com j u l y 2 0 1 0 j u l y 2
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