Q: My counterparts are getting pressure to move their CE catalogs to digital only. I expressed that this would not be a strategic move and that they need to keep their mail piece (which they want to do). Many CC’s are cutting budgets.
Do you have anything that I can forward to my colleagues that could help them with their case statement.
A: Thank you for your inquiry about information on continuing to include your printed brochure. LERN does NOT recommend eliminating your print brochure. Here is what LERN has been telling members about the issue of eliminating the print brochure from your marketing plan:
LERN research has found that most direct mail companies use both an online and print brochure for promotion of their products and services. They have found that this is the best way to maximize sales. One LERN member has indicated that by tracking their registration patters, 85% of their participants who registered online say that they used the print brochure to determine what classes to take, and then they registered online. This is a very large percentage of registrations. There is no "average" percentage of enrollments that come from the print vs. online brochures. This varies by the type of customer you are serving - age, income, education, etc. The majority of enrollments are still generated by the direct mail brochure. No program that we have talked to has indicated that they maintained their typical registration levels when dropping the printed version of the brochure. In fact, the opposite is true. Programs that targeted more carefully were able to reduce the numbers of mailed brochures and cut costs that way, but when these programs mailed twice to their best customers, they saw increases in registrations. Those organizations that invested more in their brochure and upgraded it also saw increased response rates.
Even for online programs, even when people register online, even in the age of e Marketing, direct mail still accounts for the majority of registrations and income for continuing education programs – and particularly for community and recreation programs. When we surveyed LERN member programs last year, we found that although online registration is growing steadily, enrollments generated from print promotions still account for as much as 70% of registrations and sometimes more. In fact, we have heard from several member programs that saw 30 to 40 percent drops in enrollments after dropping the print brochure for one term – and that type of drop is not unusual. Another program that we followed up with (that told us they would not be printing and distributing a Fall brochure) told us recently:
“This is the worst fall semester Adult Learning Services has had since I have worked here (since 1992). We definitely feel that not mailing the catalog had a significant effect on registration.”
More programs have given us similar feedback:
“This has been an excruciating setback for us. At a time we were asked to become self-supporting, they took away the best marketing piece we had.”
“A city near us has a mayor that cut their brochure, and of course, their enrollments have dropped in a huge way. It has happened in a couple of cities in our area already with dismal results.”
LERN Conference presenter Paul Franklin reports a new study by the U.S. Postal Service shows that print catalogs are the biggest factor in generating online customer orders. Customers who receive print brochures are:
- More likely to become multi-buyers online
- Account for 15% more transactions than those who did not get a catalog
- Will spend an average of 16% more than customers who did not get a catalog.
Franklin, a direct mail expert, presented “The Ten Best Promotion Ideas of the Year.” It is available as one of the archived webinars from the Conference.
eMarketing is certainly an important component of the mix, but it is not time to abandon the print brochure. Programs doing this are losing registrations, and losing them in big numbers. The print brochure is still a key factor in a successful marketing plan, and LERN does NOT recommend eliminating it. Other marketing delivery options are coming into play rapidly (social networking, iPods, text messaging etc.), but people are not ready for a drastic change like the elimination of print brochures. You should never make a drastic change in your marketing plan without testing it first. LERN recommends using Targeted Marketing to make mailings more efficient and effective, and to test the response to alternatives to print promotions. LERN has tools to help our members develop targeted mailings and determine the best ways to test response. There are also many ways to cut brochure costs without eliminating your brochures completely.
We have been getting many inquiries from members whose administrations want to eliminate or reduce or change the brochure in some way. You can tell your central administration that over the past 25 years LERN has been monitoring continuing and community education brochure results, and recently conducted the surveys mentioned above. The main problem with not having a print brochure is that you are expecting people to come to you to obtain information about your program. You are not putting it in their hands (as you do with a mailed print course schedule) which means that you are expecting them to remember, seek, and act on interest in your program. It's a busy world and that's a lot to expect.
Use your brochure to drive people to the web site where you can give them a lot more information about your program and activities, and by all means have an online registration option. This has become essential. We do not recommend that you abandon the mailed brochure because that is something you can direct to your prospective participants. Electronic communication can be wiped out with a tap of the "delete" key, and it requires initiative on the part of participants to go to your web site or reply to an email for additional details. Therefore, you need to put something in their hands on a regular basis.
The important thing about your brochure is that it represents a solid customer service - you are coming to your customers with information. Your brochure is a main marketing tool through which you present your brand and image to your customers - and when that image reflects good customer service, that is a positive for your program.
The current economy makes it more difficult to attract new participants. Your focus should be on retaining those who have previously been part of your program. Instead of looking at cutting back your marketing efforts, give your loyal customers incentives to continue registering, to bring a friend/colleague, and to sign up for more than one course or activity. We are seeing many great ideas from other programs for incentives like these. Also look at your pricing (LERN has recommendations here, too). A strong base of loyal followers will serve as a magnet for new visitors and customers, too – and will carry you through these tough economic times.
Many people like to register online because of the convenience it represents, but they do not necessarily want to read descriptions online. We recommend providing brief and interesting course descriptions in a brochure that you mail twice to your best customers, and supplementing those mailings with email reminders about registration online, and if possible with social networking posts. If your course descriptions are well written, they will motivate readers to seek additional details on your program, which they can do on your website. Provide a copy/link to a PDF or digital version of your current brochure on the main page of the web site for your program to reflect a coordination of efforts. Your web site is the perfect place to offer additional details because you are not limited to space and the cost of that space. The best approach right now is to use your brochure and web site is direct support of each other. Provide a link on your web site where site visitors can request a copy of your brochure. Send emails to drive people to your website. Take advantage of all the benefits that each medium has to offer for your marketing efforts, and cross-promote.
But before you make any drastic changes to your marketing plan, TEST, TEST, TEST!
Thank you again for your inquiry and interest. Please let me know if you have questions or need additional information.
Another member response
Cayuga Community College said that around 2006, the department was told to eliminate the print brochure, and registrations dropped to around 200. When the new dean came on board sometime in 2008, they re-instituted the brochure and registrations are now back up around 4000. Stephanie says this isn’t as high as they historically were but obviously is much better than without the brochure.
Direct Mail Research
According to a recent study undertaken by the US Postal Service, businesses that mail catalogs to prospective customers enjoy higher sales than those who do not mail a catalog. Specifically, mailing catalogs more than doubled online sales, with those receiving catalogs out-spending and out-buying those who did not. In addition, direct mail drives online sales. The new research shows that online buyers buy more, and buy more frequently when they receive regular print brochures. Additional research shows that:
· Customers spend 30 minutes per day sorting, viewing and acting on mail.
· 98% households bring in their mail daily.
· 77% sort through their mail daily
Catalogs drive sales for all household income groups.
Nearly 60% of online shoppers enjoy receiving catalogs
57% of online shoppers said even though they buy online, they would still like to have a catalog on hand.
Catalogs are business builders.
Catalogs were found to discourage comparison shopping by more than 10%.
When shoppers receive catalogs, they spend more!
Revenue is more than two times greater from sending catalogs compared to sending only online communication.
Average purchase is $88 with catalog vs. $69 without a catalog.
Provide all the information needed to convince someone to register, including place, time, cost, and instructor. The print brochure should contain everything someone needs to know to make a decision to attend your programs.
Even though most people may now register online, the registration form in your print brochure is a marketing tool that pays for itself over and over. It tells the reader to take action and register. For proof, just look at the next catalog arriving in your mail- - it will have an order form.
The most important thing you need to remember is that marketing is an investment, not a cost. And printed promotions are an important investment to optimize the effectiveness of your overall marketing plan.
QR Codes Drive Response
QR Codes can turn a print advertising campaign into a direct marketing tool with a higher response rate than direct mail alone. One reason is that mobile codes can enhance the reading experience for a targeted audience. Codes used to promote a discount, coupon or sweepstakes have a higher response rate.
Questions
Digital Catalog
Jun 12, 2018 12:13:11 AM
by
Jordan Kivley
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