Tom Kubinski
Printing Consultant
Direct: 612-278-1568
Fax: 612-334-5879
Cell: 612-760-3700
1109 Zane Avenue North
Minneapolis, MN. 55422
Phone: 612-375-1150
Fax: 612-334-5879
Toll Free: 1-800-230-2828

Branding - 22 Laws Of
Brand Warfare
Clear Dry Ink
Creative Coatings Techniques
Desktop Techniques
Digital Printing - Variable Data or Business Development
Direct Mail Raise Response, Lower Costs
FSC Certification
In House Mailing Capabilities
Ink Tour—Everything you wanted to know
Marketing More Effectively
Paper Mill Tour - Coated
Paper Mill Tour - Uncoated
Picking the Right Paper and Substrate
PDF Formats
PDF Info & Quark vs. InDesign
PODi - Digital Print Success Story
Postal Changes, Mailing Requirements & Rates
Press Check Tips
PURL - Avoid Dog House Campaign
QR Codes
Save Disk Space
Social Media -- The Basics
Social Media vs. Print
Top File Issues
UV Burn
Ways to Save Money
What Sets Shapco Apart?
Why Print in a Down Market?
Why Work With TK?

June 2010 TK's Korner
Social Media vs. Print plus Integrated Marketing

With so many options available to marketers today, it's no wonder why customers / prospects are overwhelmed with incredible amounts of unwanted direct marketing and promotional messages that are blasted out via email, or mass produced and mailed in vast quantities.

For most recipients, they either ignore or have become immune to standardized marketing techniques, especially with the advent of the Internet.

What they do want, however, is information and affirmation from trusted sources and referral networks.

WHAT MARKETERS ARE LOOKING FOR: (and are being judged on these days)

  • Selling Programs that generate recurring revenue stream
  • The campaigns ability to increase # of high quality leads that convert to revenue
  • Ability to track activity and respond to every opportunity in real time
  • Better understanding of consumer messaging and content preferences on a personal level
  • Delivering more compelling, relevant and actionable communications
  • Dramatically improving their profit picture

Staying relevant, valued and connected to customers / prospects have become the number one challenge.

Thus, the creation of
INTEGRATED MARKETING (multiple channels and multiple touch points) and
PRECISION MARKETING (based on deep data mining and customer analytics, transactional and behavioral insights; as well as, effective listening and feedback systems).

You can now have a two-way conversation with each one of your customers / prospects. You can validate what you know about them, seek additional information on what specific products/services they are interested in and give them a choice on how to be kept informed or marketed to.

Then you can use the specific information you have to tailor and target each communication on an individual level, sending them a message of relevance with mass-customization technologies in PRINT, DIGITAL, and RETAIL CHANNELS and ask them to act. This enables you to significantly improve interest, response rates, number of orders, dollars per sale, ROI for each marketing dollar invested, decrease cost per sale, building individualized relationships plus the ability to gather pertinent information on each contact so you can market to them more efficiently and effectively.

In the Chief Marketing Officer (CMO) Council report "Routes to Revenue", (see end of column for more information and to view entire article), marketers identified critical tactics and strategies to deepening engagement:

Some key findings:

60% said they intend to improve customer segmentation, profiling and targeting

30% reported they were embracing more personalized, multi-channel communications across all customer touch points

15% of marketers believe their companies are doing an extremely good job

55% note there is room however for improvement

76% were not realizing the full revenue potential of their existing customer base

22% and up felt that their lack of real-time data and analytics was a critical roadblock to having customer insights into customer retention, profitability and lifetime value

Marketing found that what data was accessible was often incomplete and inaccurate.

Consumers state that the era of mass messaging and blanket communications is no longer acceptable

Consumers have the power to halt all communications with opt-out, even if originally opted-in.

Many stated that this is due to managing email flow or to limiting the quantity of emails received

Consumers will disconnect communications altogether if they continue to receive irrelevant messages

Marketers are failing to connect with new and existing customers

73% say they have received promotional offers on products they've already purchased from company


  • Timely and contextual messages
  • Clearly values opt-in
  • Personal communications
  • Relevancy
  • Individualization
  • Reliance on a mix of both traditional print and email communications
  • 51% indicated that they preferred traditional mail as the method of contact
  • Email fatigue seems to be setting in
  • 20% or more of emails are never delivered due to both internal and external SPAM blocking programs

Key Finding Charts that you may find of interest - Thank you to the CMO Council!

Please visit to view the entire CMO article, portions quoted above with permission, go to SURVEYS & REPORTS for "Why Relevance Drives Response and Relationships"

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries.
The CMO Council's 5,000 members control more than $150 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board,, Digital Marketing Performance Institute, and the Forum to Advance the Mobile Experience (FAME).

Marketers MUST take that next step towards Precision Marketing and leverage insight to deliver individualized offers, deals and value-added services at the right place, at the most appropriate time, through the most preferred format or channel of communication to trigger purchase of influence behavior.

Please contact me for more information, I am happy to help you in any way I can.

Other issues of TK's Korners that may be of interest to you:

Hope this helps and stay tuned for the next issue of TK's Korner. You never know what might be covered!

If you have a production issue not discussed above that you would like me to address, or a project that needs to be looked at, please give me a call or send me an email. I will do whatever it takes to ensure you get the best value for every marketing dollar invested.

You can also check out my profile, join my network and view more client comments on LinkedIn at:

Referrals are greatly appreciated, if you know someone I could help, or who might like to receive TK's Korner, please let me know.

Take care and have a great day!

Tom Kubinski, Printing Consultant

Printing Consultant Who Helps You Make Good Impressions
Direct: 612-278-1568
Cell: 612-760-3700

TK Out Standing in his Field

Make sure to check out other issues of TK's Korner!

Selected portions reprinted in Print & Media Buyer, a national magazine for the print industry (Search for Tom Kubinski).

Read worldwide throughout the many countries listed below -

  • Australia
  • Bangladesh
  • Belgium
  • Brazil
  • Brunei Darussalam
  • Canada
  • China
  • Columbia
  • Croatia
  • Denmark
  • Estonia
  • Finland
  • France
  • Germany
  • Ghana
  • Greece
  • Hong Kong
  • India
  • Indonesia
  • Ireland
  • Italy
  • Malaysia
  • Mexico
  • Moldavia
  • Netherlands
  • New Zealand
  • Pakistan
  • Philippines
  • Poland
  • Portugal
  • Russian Federation
  • Singapore
  • Slovenia
  • South Africa
  • Sweden
  • Thailand
  • Turkey
  • Ukraine
  • United Kingdom
  • USA-Education
  • USA-Military
  • USA