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
Creative Coatings Techniques
Desktop Techniques
Digital / Variable Printing
Direct Mail Raise Response, Lower Costs
FSC Certification
For Direct Marketers
In House Mailing Capabilities
Ink Tour
Paper Mill Tour - Coated
Paper Mill Tour - Uncoated
Picking the Right Paper
PDF Formats
PDF Info & Quark vs. InDesign
PODi - Digital Print Success Story
Postal Increases & Requirement Changes
Post it to the Web vs. Print
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 Sexton Apart?
Why Print in a Down Market?
Why Work With TK?

August 2009 TK's Korner
Post it to the Web vs Print?

Why Print if I can Post it to the Web for Free?

How many times have you thought this statement?

What was your answer?

What did others say when you told them about it?

Given the widespread concern for our collective financial future, it’s not surprising it comes up...

What Marketers are looking for and being judged on these days is:

  • Selling programs that generate recurring annuity revenue streams
  • Dramatically improving their profit picture
  • Increasing the number of high quality leads that can be converted to revenue
  • Ability to track activity and respond to every opportunity in real time

"Web marketing in and of itself is rarely successful - it needs a launch pad in some cases, and in others it is the foundation for a marketing structure."

You also need to be aware of over saturation. Doing the same thing the same way will usually return the same results...and over time - diminishing returns.

"A potential customer does not hear your message until they’ve heard it at least 3 times."

Therefore the marketing event should be three-pronged;

Email, Web, and Print, or some combination thereof.

Thus the creation of Integrated Marketing or the use of –

    Multiple Touch Points

            Multiple Channels

                Cross Promotions

                      Solution Based Selling

What you gain -

  • Voice of Customer
  • 2-way conversation with your Customer and Prospect
  • Ability to validate what you know about your existing Customers and Prospects + seek additional information
  • Give them a choice on how to be marketed to in the future

"In most cases, Print costs more to produce than an Electronic campaign. However, by the time you factor in hosting costs, click-thru tracking, banner ads, traffic fees, web designers, and the lot, a customer might well spend more on the electronic messaging than a print job."

The print portion might be a postcard or brochure that goes out at campaign launch, or it could be a loyalty piece such as a gift card that closes the campaign.

There could be multiple versions of email and print pieces with the same message and to the same customers, but each version has a different reward; A) simple thank you, B) coffee-shop gift card, C) a discount coupon, D) etc. The intent is to determine what type of gift would actually compel the customer to complete and return a survey – either online or via BRC card, etc. (You could garner some extra, valuable customer information also!)

In the end, a stack of completed surveys, data on what type of customer visited the online site or by return mail, what offer prompted them to take action, and whether it was email or print that drove them to act is critical information for future marketing programs.

Using data-analysis (dashboard technology) to track the results will provide you feedback on the delivery number and completion rates, etc. All of this data will allow you to make your next contact a more targeted campaign based on the results provided and the method that works for each individual customer or prospect. It also may give you insight into whether the campaign is working or not and an opportunity to change it if need be.

All of this to get messages into the marketplace and hit your Target Audience in a manner that works for each individual.

The result -

   Increased interest
Increased response rates
Increased number of orders
Increased dollars per sale
Increased ROI for every marketing dollar invested
Decreased cost per response, sale, and lead

    And, the ability to gather pertinent information on each and every contact so you can market to them more effectively and efficiently in the future.

Other things to keep in mind -

    • 6 Key Elements in any Direct Mail Campaignask Tom Kubinski for more information
    • Targeting Your Audience - How to increase an average 0.46% response rate by +41%, +45%, +82%, +600% (16%) (and what to do for each one)—ask Tom Kubinski for more information
    • How to Approach this in a Strategic Manner (and keep it cost effective)—Sexton can assist you with this
    • How to Gather Data, Track it and Respond in Real TimeSexton can assist you with this also

All your results could be used for -

  1. LEAD NURTURING PROGRAMS - putting your customers and prospects into
    A, B, C, D categories
  2. MARKETING MORE EFFECTIVELY and efficiently based on ROI for each type
  3. EVALUATING if a trade show is worth your time and money
  4. DISCOVERING what marketing materials are working vs not

Keep in mind it is not the cost per piece that matters, but the return it brings in!

Would it be successful based on number of responses, number of sales, dollars per sale, total revenue brought in, finding out if they are happy with their current vendors, or is there an opportunity for you to come in, etc. Each situation could mean a different result in order to make it successful for you, your company, and your client.

Other issues of TK’s Korner that you may find of interest:

Why Print in a Down Market?

For Direct Marketers

Direct Mail Raise Response, Lower Costs

Digital / Variable Printing

Brand Warfare

The 22 Immutable Laws of Branding

Why Work with TK?

What Sets Sexton Apart?


Sexton Printing

X-Ray Magazine via Cyndie Shaffstall "Campaigning with Print"

MindFireInc via Cary Sherburne

The Winters Group-Peter Winters

    • And of course my own 2¢...

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

It's Just Plain Fun to Say -
'K U B I N S K I !'

Referrals are greatly appreciated. If you know someone who I should contact, please let me know.

If you would like to join me on one of our upcoming tours, if there is something that you would like me to address, or if you know of someone who might like to receive TK's Korner, please let me know via e-mail at or phone.

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

(PS: If you'd like, Go to and sign up for the Sexton E Trends, a FREE e message service offering print production tips and industry trends designed to make your job easier and your production workflow more efficient.)

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
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  • Belgium
  • Brazil
  • Brunei Darussalam
  • Canada
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  • Columbia
  • Croatia
  • Denmark
  • Estonia
  • Finland
  • France
  • Germany
  • Ghana
  • Greece
  • Hong Kong
  • India
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  • Ireland
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  • Moldavia
  • Netherlands
  • New Zealand
  • Pakistan
  • Philippines
  • Poland
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  • South Africa
  • Sweden
  • Thailand
  • Turkey
  • Ukraine
  • United Kingdom
  • USA-Education
  • USA-Military
  • USA

Print & Media Buyer Magazine, Winter issue 2007

Below, please find a PODi case study of nationally recognized campaign plus 3 issues that have been published in a National magazine.