Key Notes – Volume 04 Number 24

Dads Just as Likely as Moms to Use Coupons – A consumer study from Valassis, a leader in intelligent media delivery, finds that dads are just as interested as moms in saving money on purchases, and in some cases, their coupon zeal surpasses that of their female counterpart.  The study showed 85 percent of dads plan to buy a product only if there is a coupon, compared to 71 percent of all adults; and 43 percent of dads increased their purchase of only products for which they have coupons vs. 23 percent of all adults.  “Dads are readily influenced by coupons and other relevant discounts before, during and after their shopping journey,” said Curtis Tingle, Chief Marketing Officer, Valassis. “Marketers should take these findings into consideration as they seek to fully understand how dads shop, and then develop an omni-channel approach to reach and activate this savings-minded target audience.”  View the “Dad’s Grand Spree” infographic for additional findings about how dads save. (Happy Father’s Day to all of the Key Notes dads).  Source:  Business Wire

Biggest Challenges Facing United Parcel Service –Ongoing troubles during the holiday season and the costly investments needed to deal with consumers’ shift toward online shopping are two of the biggest issues investors have to watch at UPS.  There’s really no risk of UPS going out of business, but if it can’t adjust to the changing market it could find itself making less money than hoped and even facing new competitive threats.  On that score, it’s interesting to note that has been building up its own delivery capabilities.  In other words, don’t just assume that UPS will solve these issues, watch to make sure it does.  Source:  Motley Fool

Next Generation Paper – Professor David Frohlich of the University of Surrey’s Digital World Research Centre submitted the idea for what he calls Next Generation Paper and applied for the grant last autumn.  The project, which is intended for the travel and tourism industry, will aim to develop a new form of paper with hyperlinks to the web, developing a “Harry Potter-style portrait”.  Interactive documents could have links to video clips, animations, sound recordings or music.  Frohlich is aiming to go beyond scanning printed QR codes with a smartphone, the early method of linking paper and digital information, instead aiming for, amongst other things, full document recognition.  Source:  PrintWeek

Riding Along with Veritiv Logistics – As one of North America’s largest distributors, logistics is our business. We extend to you the same industry leading technology, dependable carriers and logistics experts that we entrust with our own brand. We know that a well-designed supply chain provides unmatched enterprise value.  That unique perspective drives us to deliver innovative solutions that give you a competitive edge.  Click here to view a video on how Veritiv Logistics provides 100% visibility and 24/7 peace of mind.  Source:  Veritiv

Audience Development Is Not the Same as Circulation – Too many publishers approach their audience development strategy with the same old-school mindset they use to grow print circulation.  They hunt down individuals that they think qualify for a particular magazine, send them a direct mail offer, and try to get them to pay for a subscription.  Today audience development is much more complex, thanks to the rise of digital media.  Publishers can connect with new audiences through a variety of channels, from email to social media and online advertising, and they can personalize their messaging to the individual.  According to Cygnus CEO John French, a successful audience development strategy is one that empowers publishers to provide a completely unique and engaged audience to advertisers.  Source:  Publishing Executive

What Is Programmatic Direct Mail? – With marketers searching for a better way to connect with their actual customers (and avoid wasting ad spend on bots), direct mail is seeing a resurgence as a major component of omnichannel marketing.  In short, programmatic direct mail combines data parsing, behavior-based intent signals and automation in a way that matches the efficiency of digital, but with an effectiveness that is several orders of magnitude beyond display advertising’s paltry .9% response rate (as reported by the DMA).  Customers are free to interact with advertising on their own time and terms.  So ultimately, what is programmatic direct mail?  It’s the next evolutionary step for digital marketing.  Source:  B2C