The Beat - Spring 2018

SPRING 2018
IDEAS FOR MARKETING AND CREATIVE PROFESSIONALS
MARKETING
PREFERENCES
ACROSS THE
GENERATIONS
Award-winning Creative
Director, Marina Joyce
Debuts Her New Book:
Designing For Print
Marketing Preferences
Across the Generations
Grab Your Data and
Come to Class. A First-,
Second-, and Third-Party
Data Primer

REGISTER
for Our Quarterly Giveaway TODAY
and WIN one of these:
Designing for Print
by Marina Joyce
Marina Poropat Joyce has been
marketing, designing, publishing,
and printing her whole life. She fell
in love with design and print early
on and founded one of the first
design-to-print companies in Los
Angeles. She wrote Designing for
Print to explain printing in graphic
designer-speak—240 pages of
design and print awesomeness!
(Read more on page 4.)
Premium Bluetooth
Selfie Remote Shutter
Remotely take HD photos with
your iPhone and Samsung
Galaxy using the first-ever
shutter powered by Bluetooth
technology. It has a 30-foot
wireless range! (Read more on
page 2.)
Special Edition Pantone
Formula Guide
The best-selling guide in the
world for design inspiration, color
specification, and printing accuracy
is now available in a limited edition
to celebrate the Pantone Color
of the Year 2018. Including a full
page of Ultra Violet and a complete
history of the past Colors of the
Year, this coated and uncoated set
arrives in a decorative box to display
on your desk all year long!
ENTER OUR GIVEAWAY
TODAY!
Scan the QR code or visit:
drummondpress.com/giveaway

WELCOME Spring 2018 01
Welcome to our first issue of THE BEAT!
“We want to connect with our community of customers
in a new and exciting way, and bring them something
very special, very useful, that is really all about them.
It’s an approachable publication with rich content
and an easy quick-read style. Perfect for our busy
customers!” — John Falconetti, CEO, Drummond Press
our Spring issue shaped up to be
an extraordinary resource of tips,
ideas, and giveaways. Beginning
with our Insights section, we challenge you
to learn how to take great photos for your
marketing, using only your mobile phone!
A reader sending us a photo they took
with their iPhone ultimately exposed us to
an entire cult of “iPhoneographers” taking
professional-level photos with their mobile
phones. It didn’t take long to realize that
marketers should consider sharpening their
phone-photography skills to
take great photos for social
media and other marketing
platforms. (Check out the
article on page 4.)
For several years now,
we’ve been inundated with
articles about marketing to
millennials. Trish Witkowski,
our colleague and founder of
Foldfactory.com, draws our
John Falconetti
CEO, Drummond Press
attention to the fact that there are actually
five living generations that marketers
need to understand. At our request, Trish
extracted key information from a guidebook
she authored on marketing preferences of
these five generations and shared it with us
in this issue.
We bring you the basics of data in our
feature article, detailing the difference
between first-, second-, and third-party data.
Our downloadable e-book provides further
explanations of the type of field selects you
can use when compiling a thirdparty
data list for your direct mail.
And speaking of direct mail, turn
to page 12 for a few ideas on direct
mail that you may be overlooking.
From handwriting fonts to
variable maps, engagement and
personalization are key elements
when planning a direct mail
campaign. Please enjoy your
Spring issue of THE BEAT!
EXPERT OPINION
Read insights from the following
contributors in this issue:
Marina Poropat Joyce
Creative Director and author, Marina talks about
her new book, Designing for Print, and the
inspiration behind writing it. (Page 4)
Trish Witkowski
Fold specialist and national speaker Trish Witkowski
shares her insights on the marketing preferences
of five generations. (Page 6)
Stephanie Walden
Stephanie takes a deep dive into trending
affordable production and technology ideas to
enhance your mail. (Page 12)
Follow us online facebook.com/Drummond Press linkedin.com/company/the-drummond-press-inc
THE BEAT is printed on xxxxxxxxxxxxxxxxxxxxx paper
01 Welcome
Letter from John Falconetti, plus a
selection of the key contributors
writing in this issue.
02 Insights
Ideas, opinions, news, and trends.
06 Cover Story
Generational Marketing Preferences:
What Every Marketer Should Know
10 Feature
The Data Landscape: a detailed description of first-, second-,
and third-party data, with a complimentary e-book included.
12 Feature
As direct mail continues to grow with popularity, marketers
continue to look for ways to enhance it. From physical engagement
to personalization, your direct mail should be anything but boring!
16 Pantone’s 2018 Color of the Year
Designers answer one simple question: What was your first
impression of Ultra Violet?
Executive Editor
Cindy Woods, cmoteam.com
Contributing Writers
Stephanie Walden
Trish Witkowski
Cindy Woods
Design: Diann Durham
©2018 All Rights Reserved
Printed and distributed by Drummond Press
www.drummondpress.com

Spring 2018
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
SOCIAL MEDIA MARKETING »
Great Marketing Photos
without the Price Tag?
The solution is right under your thumb.
T
he tropes of stock
photography adorn many
a well-intentioned website:
flannel-and-skinny-jeans-clad teenagers
holding mobile devices; a seriouslooking
group of professionals gathered
around a whiteboard; terms such
as “experience” and “risk tolerance”
scribbled on a Venn diagram with a
hand floating in from off frame to color
in the middle portion—“success”—in
red dry-erase marker.
The reasons such clichéd images
persist are obvious: they’re easy to
scrape from sites such as Flickr or
Creative Commons, and they’re free.
Marketers know they need visuals to
make their digital campaigns stick.
According to HubSpot, consumers
retain 55 percent more information
when a marketing message is paired
with imagery. On social media,
visuals are particularly salient: tweets
containing images get 150 percent
more retweets than those without
pictures. But with professional
photographers and graphic designers
often running hundreds of dollars per
hour, what’s a marketer with a limited
budget to do?
blur modes, which are perfect for
producing Humans of New York-style
portraits. (This tactic might be a fit for,
say, a clothing brand trying to grow its
Instagram presence or a small business
that wants to showcase behind-thescenes
profiles of employees.)
Many later-model smartphones
also contain features that let users
shoot in “manual” mode. This lets
photographers adjust the white
balance, ISO, shutter speed, etc.,
mimicking the results of images shot
using a DSLR (a digital single-lens
reflex camera). Other features of many
of today’s devices include telephoto
and wide-angle capabilities, which can
be extremely useful for taking stunning
product photos.
Getting started with mobile
photography can be as easy as investing
a few hours in YouTube tutorials.
There are even entire blogs and online
courses dedicated to the subject,
such as photographer Emil Pakarklis’s
iPhonePhotographySchool.com.
Pakarklis suggests some helpful
tips for beginners on the iPhone
Photography School blog. For example,
simple, minimalist photos are often
There’s a simple fix for creating
inspired images—and it’s right under
your thumb. The most valuable
grassroots marketing tool you’ve
been overlooking may be your
smartphone camera.
Not so long ago, photos taken
via flip-phone camera were grainy,
pixelated blobs. Yet today, some
smartphone cameras feature up to
12-megapixel resolution and can
shoot in 4K. The same techniques
that have made “iPhoneographers”
prolific on social media and imagesharing
platforms—and even in
art galleries—can be adopted by
marketers. Before you get snap happy
with your smartphone, however, it’s
important to get a handle on the basics
of composition, shooting techniques,
and photo editing.
Learn the ins and outs of your
device’s camera as the first step in
your journey to becoming an effective
smartphone photographer. An iPhone 5
has different capabilities than a Google
Pixel 2, and shooting on a tablet is a
whole different ball game. Some device
cameras come equipped with features
such as depth-effect or backgroundthe
most sharable on social; shooting
from down low or getting on the same
level as your subject can create an
interesting angle; and leading lines—
for example, a road or the gentle curve
of waves lapping against sand—can
direct a viewer’s eye to particular
points in a photograph. These simple
techniques can draw attention to your
product or message.
You don’t need to spend beaucoup
bucks for quality marketing images, nor
do you need to fall victim to searching
for “diverse millennial friend group” on
Unsplash. All it takes is a smartphone,
some time for learning and practicing,
and a little perspective. n
Check
it out!
iPhonePhotographySchool.com
REGISTER TO WIN this 5-in-1
Bluetooth Selfie Remote Shutter Kit!
Scan the QR code or register online at:
drummondpress.com/giveaway

INSIGHTS Spring 2018 03
COOL FINDS »
5 Favorite Must-Have
Apps for Smartphone
Photographers
These handy apps can replicate
advanced photography techniques with
the swipe of a finger. Whether you’re
looking to create stunning product
shots, pro-grade portraits, or candid
event photos, the tools below are ideal
for novice smartphone photographers.
SNAPSEED
If you’re new to iPhone photography, this should be
the first photo-editor app you download and learn. It
includes exposure, color, and sharpening adjustments;
vignettes, filters, HDR, and black-and-white; crop, rotate,
and straighten perspective tools; frames and text; and
JPEG and RAW editing. Check out the in-depth Snapseed
tutorials at iPhonePhotographySchool.com.
VSCO
Both amateur and professional photographers swear
by this app. Available for both Android and iOS, this
all-in-one camera, editing, and sharing tool employs a
minimalist user interface and gives you extra control
over elements such as exposure, focus, and color. This
is a great fit for photographers using older devices
who feel limited by their phones’ native cameras.
CAMERA+
Camera+ includes manual shooting modes and easy
cropping, color correction, and advanced exposure,
focus, and zoom settings. A unique helpful feature
that Camera+ includes is a macro mode—perfect for
up-close product shots to show fine detail.
MEXTURES
With this app, you can add beautiful textures, light
effects, film grain, and gradients to your images,
making product shots pop against a plain background.
The app lets you work in layers—simply find the
overlay that fits best with your branding guidelines
and apply it to every image in a set.
ENLIGHT
Enlight is an extensive collection of basic and advanced
editing tools, including a selection of more whimsical
and artistic effects for getting creative with your images.
Features include painterly and sketch effects, clone tools,
double exposure, tilt-shift, photo montages, drawing
tools, text, borders, and frames.
MUST-READS from Sappi North America and Domtar
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Urban legends, old wives’ tales, and leap-of-faith conclusions
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belief, intuition, and what we think we see with our very own
eyes. In some cases, the urban legend itself seems more logical
and credible than the fact.
Sappi’s new True or False booklet challenges frequently
repeated myths like “humans only use 10% of their brains” and
“lightning never strikes the same place twice.” It also refutes the
widespread belief that uncoated printing papers cost less than
coated. In addition to comparing costs, performance capabilities,
and environmental benefits between coated and uncoated sheets,
True or False presents an actual side-by-side demonstration of the
same image printed with the same press settings on Sappi McCoy Matte
and Silk and two comparable uncoated grades so readers can see the
tactile and visual differences for themselves.
Order Your True or False Booklet TODAY!
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Domtar is proud to announce Make Your Mark on Cougar: The
Educator. In this promotion, Domtar focuses specifically on the
unique world of higher education. Colleges and universities
have ideas to share and possibilities to explore, making branding
critical for marketers in higher education. With print, these higher
education institutions put their promises on paper—it remains a
tangible symbol of unyielding character and integrity while also
appealing to multiple generations. This promotion features an
extensive showcase of print samples any designer will appreciate!
Order The Educator TODAY!
Scan the QR code or visit:
papr.domtar.com/print-marketing

Spring 2018
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
TRENDING »
DESIGNING FOR PRINT
The Epitome of Print Education for Designers
w
ith any project that transforms the
conceptual into the physical, two
types of brains are involved: the
creative thinker and the engineer. An architect,
for example, works closely with a builder to
ensure that their fantastical designs are, in
fact, in accordance with the laws of physics.
Marina Poropat Joyce, a self-described
“passionate paper geek,” likens this scenario
to the print industry. As in construction, two
entities are involved in bringing an idea from
imagination to paper. The designer is the
architect; the printer is the builder.
“Designers need to understand that the
printer is their partner in the process,” she
says. “They’re not just there at the end when
you hand over a file.” On the flip side, she
explains, printers tend to think of designers as
“clients with a capital C” instead of creative
entities who might benefit from discourse and
visual demonstration.
Just how to form such a partnership—as
well as tips for both beginners and experts in
the industry—is the crux of Joyce’s new book,
Designing for Print, which she successfully
crowdfunded via Kickstarter last year.
“The inspiration to write the book came
from answering the same questions for 15
years,” she explains, citing a guest lecture she
gave to a group of UCLA students several years
ago. “Afterwards, [most of the attendees]
came up to me and said, ‘Nobody is teaching
REGISTER TODAY TO WIN!
Scan the QR code or register online
to win a copy of Marina’s book at:
drummondpress.com/giveaway
us this.’” It was a light bulb moment for Joyce,
who decided to craft a syllabus for a class
on the topic, which she intended to pitch to
UCLA. Months later, she had her syllabus—
and, she realized, the outline for an incredibly
useful textbook.
Joyce has written Designing for Print in
“designer-speak,” a tone that deviates from
most of the published material on the subject.
As the former owner of an award-winning
design-to-print company who has been an art
director for nearly 30 years, she’s qualified to
speak to both sides. And although Joyce’s initial
target audience was students, she’s found huge
demand among working designers, particularly
among professionals who went through school
post-InDesign.
“People thought, ‘Oh, designers don’t
need to be taught this, because it’s all in the
software—but it isn’t. Designers still need to
know what happens with paper and ink on a
press,” she says. “When you fold and staple
and stack and put ink on it, things change.”
As for print’s existential crisis? Joyce
believes it’s overhyped. “Is it really an increasingly
digital age? I wonder,” she muses. “There are
all these new things happening in print that we
didn’t expect.”
For one thing, the disruptive technologies
printers once fretted about have instead opened
doors. “What’s most exciting to me personally
is digital finishing,” she says. “Things that used
to cost $1,000 just don’t cost that anymore.
Personalization, too, is such an untapped
gold mine. We can version out almost infinite
[iterations] of something. And there are so
many more resources at the industry’s disposal
today. Printers, for example, can take a quick
video on their phone, text it to their designer,
and ask, ‘Is this what you hoped this fold would
look like?’ It’s just so much easier to get on the
same page,” says Joyce. And when it comes
down to it, isn’t that the goal?
Find Marina online at:
Designingforprint.com
Linkedin: Linkedin.com/marinaporopatjoyce
Instagram: designing4print
Facebook: Facebook.com/designingforprint
ABOUT THE BOOK: Designing for Print is 208
pages of proven advice for designers on how
to cost, schedule, design, and build projects for
success in digital, offset, letterpress, and flexo
print environments. n

INSIGHTS Spring 2018 05
THAT’S FOLD-TASTIC »
THE RECTANGULAR
IRON CROSS
Trish Witkowski specializes in creative solutions and
engagement strategies for direct mail and marketing. She
is also the curator of the world’s most exciting collection of folded
print and direct mail samples, sharing the best of her collection on
her popular e-video series, 60-second Super-cool Fold
of the Week. Check out our three super-cool folds below,
and request the dielines directly from us!
The Rectangular
Iron Cross is the
mail-friendly
cousin of the
Iron Cross fold,
offering the same
physical characteristics of a square Iron Cross
and built in a proportion that will not incur
a surcharge for hand sorting. This format
can carry additional light materials, such as
rectangular or shaped insert cards.
The Rectangular Iron Cross fold is 17.94" by
12.69" unfolded and finishes to a 6" by 4.25"
rectangular format. The Rectangular Iron
Cross can be self-mailing: however, it must be
designed with USPS FSM guidelines in mind.
Scan this code
with your mobile
device to watch
it unfold!
THE TWO-WAY
CIRCULAR GATE
The Two-Way
Circular Gate
starts as a big,
flat circle. Then
we crease and
fold the circle,
gate fold-style,
inward in two directions. The result is a wrap
that can hold anything from rectangular or
shaped inserts to bound materials; however,
a belly band is strongly suggested to keep
the inserts in place.
The Two-Way
Circular Gate is
11.5" by 11.5"
unfolded and
finishes to a
5.75" by 5.75”
square shape.
This format does not have a locking cover;
therefore, without a seal or belly band,
the inserts can fall out. For best results,
the addition of a seal or belly band and an
envelope to mail is strongly suggested.
Scan this code
with your mobile
device to watch
it unfold!
THE DIAGONAL WRAP
The Diagonal
Wrap uses
angled folds
for a dramatic
opening
effect and
presentation.
A simple tuck will lock the format closed.
This format can be used on its own, but
it is most exciting when designed to hold
additional materials.
The Diagonal Wrap
is 10" by 12.125"
unfolded and finishes
to a 8.875" by 5.4"
rectangular format.
If used for mailing, a
6” by 9” envelope is
best. If self-mailing is
preferred, tabbing and extra postage
would be required for hand sorting due
to nonmachinability.
Scan this code
with your mobile
device to watch
it unfold!
Drummond Press
specializes in direct
mail and direct marketing
campaigns and formats.
For more information, contact
us at 770-426-9100 or
visit our website.

06 Spring 2018 COVER STORY
Generational Marketing Preferences:
What Every Marketer
Should Know
By Trish Witkowski
a
s a marketer in today’s world, it can
be really overwhelming to create
and manage marketing strategies
for different generations across an array
of platforms. The question is, Are we
really all that different? The answer is yes
. . . and no.
As you can imagine, there’s good
news and bad news in that answer. It’s
hard to believe there was a time when
one marketing message pushed through
a channel or two could do the trick. Those
were the good ol’ days.
Let’s get the bad news out of the
way first. We’re now competing for the
attention of our customers on as many
as five screens at a time through multiple
marketing channels and social platforms.
It’s difficult to keep up, and it’s impossible
to be everywhere at once.
On the bright side, you don’t have
to be everywhere at once. You just need
to be at hand when customers need or
want you and available to interact in
the method they’re comfortable with.
However, just being there isn’t enough.
You will need to meet some very specific
requirements—requirements that will
make a lot of sense once you know more
about each of the five living generations.
So, let’s start by getting to know what
makes these generations tick.

Spring 2018 07
The GI
Generation
and the Silent
Generation
31 Million | Born 1915–1942
76–103 Years Old in 2018
These two generations consist of the oldest living
members of our society. They are generally viewed
together because their behaviors and buying habits
are so similar.
“Tough as nails”—that’s how you could
accurately describe the GI Generation (a.k.a., the
greatest generation) and the silent generation.
These are the generations who fought in World War
II and the Korean War and lived through the Great
Depression. These generations were charged with
saving the world and building the foundation for our
nation during a time of rapid industrialization.
Most people in these generations grew up
with very few financial resources. They often
went without basic necessities, and even simple
entertainment was considered a luxury. These
experiences shaped their buying habits for a lifetime.
These generations hate waste. They feel it’s
their duty to preserve things for future use, which
leads to an accumulation of items.
Members of the GI and silent generations
are commonly frugal and practical spenders.
Their purchases tend to be necessary items for
themselves or someone else. They seldom buy
luxury items for themselves, but they will spend
money on loved ones.
Marketing to the GI and Silent
Generations
These generations are a challenge because they
like well-established, familiar brands, likely due
to the repetitive and limited scope of advertising
in their day. Their lifelong brand loyalty makes it
hard to break into this demographic, but if you
can solve a problem for them, you can win. They
prefer to shop in store or to send younger people
out to shop for them. They’re usually also slow to
adopt technology, and they’re fans of traditional
forms of entertainment: TV, radio, newspapers, and
magazines. They respond to a practical approach,
simple visuals, traditional values, and patriotism.
Baby Boomers
78 Million | Born 1945–1964
54–73 Years Old in 2018
The name for this generation comes from the
drastic rise in births after World War II. With
parents who encouraged self-reliance, this
generation is hardworking and independent. Baby
boomers were considered adults in their late teens
and often were pushed out of the house as quickly
as possible. They followed the traditional paths
that were laid out for them: high school to
college or work, leading to marriage, having
children, and buying a home.
Boomers on the older end of the spectrum
stayed in jobs or marriages in which they were
unhappy, followed the rules of society, and
committed to a lifestyle. Younger boomers
were more rebellious and willing to buck
convention. Due to their early start and their
work ethic, this generation has some serious
cash to spend, yet they are often overlooked
and patronized in today’s busy marketplace.
Marketing to Baby Boomers
Avoid generational stereotypes at all costs. This
is a generation who is often more than a little
adverse to going into old age. They refuse to be
considered old or irrelevant.
Boomers are more connected than ever
before, using mobile and tablet technology,
especially for online research and purchases.
They like to read reviews. They like storytelling
and listen to word-of-mouth advice from trusted
advisors. They love mail, magazines, brochures,
and newspapers, and an estimated 82% of
boomers belong to at least one social networking
site (Facebook dominates for this group). They’re
adopting streaming video, but many can still
be reached through network TV and traditional
cable/satellite.

08 Spring 2018 COVER STORY
Generation X
65 Million | Born 1965–1979
39–53 Years Old in 2018
Gen X often grew up as the latchkey kids,
watching their baby boomer parents build
their careers while sacrificing home life.
Consequently, this generation puts a focus on
family and flexibility.
Gen X is usually a bit rebellious and
cynical, but they’re hardworking high earners.
Their smaller size and transitional status mean
they’re often forgotten or lumped in with larger
generations. Gen X is split in their politics and
less conservative than earlier generations.
They’re avid volunteers, less emotional, and
more logical than Generations Y and Z.
Marketing to Generation X
Gen X is digitally transitional. They love
traditional media, such as magazines, TV,
direct mail, and radio, yet they’re actively
engaged in technology, apps, and social media.
App games are less common in their routines,
so they are harder to target in this area. They’re
banking and researching online, shopping
online, and watching streaming video on their
phones and tablets. You should approach Gen
Xers like a consultant, not a salesperson, and
provide suggestions, not rules. They are brand
loyal once you’ve gained their trust, but they’re
always open to new opportunities.
Millennials
(Gen Y)
87 Million | Born 1980–2000
18–38 Years Old in 2018
Millennials, or Gen Y, are different than any
other generation to date. Described as digital
natives, they’ve used technology since the
beginning of their lives, whereas earlier generations
are digital immigrants who lived much of their lives
before cell phones and tablets.
Millennials are elusive and hard to reach
through traditional marketing channels. They tend
to be suspicious of marketing tactics and can tune
them out completely. They live their lives out loud,
growing up on social media—and they rely on the
opinions of others when making decisions. This
group of people are early adopters of technology,
and they love apps, games, and streaming video.
They are known to multitask across two or three
screens at a time, so you must fight for their
attention. Personalized print grabs that attention!
Millennials have high expectations, but having
reached maturity in a tough economy, they’ve been
forced to master the “side hustle.” Although they’re
not making the money that generations before
them are making, millennials have a tremendous
influence over the buying decisions of their Gen X
and boomer parents. Many even still live at home.
Marketing to Millennials
Millennials are open-minded and default to a
traditional Google product search. They love to
spend their money on experiences, such as eating
out, traveling, etc. They communicate with brands,
Xennials — In 2014, the
term Xennial was coined
to describe people in a
microgeneration between
1977 and 1985. They had
an analog childhood, yet
they comfortably grew up
with technology. People
in this group often don’t
feel connected to either
generation—lacking the
cynicism of Gen X and
having the drive and
optimism of millennials.
and they’re willing to share and promote the brands
they like on social media. It’s noteworthy that
millennials are delaying life’s milestones, such as
buying cars and homes, getting married, and having
children. They care about your brand story, and they
value earth friendliness, social responsibility, and
rewards. They don’t like products tested on animals.
Unlike earlier generations, no definitive start or
end date has been determined for Gen Y or Gen Z.
We chose to use the generally accepted date range
for these generations.
Generation Z
75 Million | Born 2001–2015
3–17 Years Old in 2018
While everyone had their eye on millennials, Gen
Z were suddenly approaching adulthood. Many
NEED-TO-KNOW
1915 –1942
GI/SILENT:
Patriotic
Civic-minded
Practical
Principled
Intensely loyal
Relational
Cautious with money
Humble
Disciplined
Patient

Spring 2018 09
assumed they would be “millennials on steroids,”
but the truth is something very different.
This group has watched as millennials have
gone to college and moved back home or struggled
to find work in their chosen profession. They’ve
seen their parents lose their jobs, and they’re
realizing that traditional paths do not necessarily
lead to success. This group sees the opportunity
to make their own paths, and amazingly, we are
realizing how entrepreneurial they are as we see
many of them already working or starting their
own businesses in middle or high school.
Gen Z’s parents have generally rejected the
“helicopter” approach, taking more of a “solve-ityourself”
parenting strategy that has led to more
curious, humble, and independent kids. Couple
that with access to technology in many forms, and
these kids are seriously resourceful.
They are breaking new ground in multitasking,
juggling up to five screens at once: a smartphone,
TV, desktop, laptop, and tablet. It’s hard to keep
up with them, but as true digital natives, they love
This group sees the opportunity to make their own paths,
and amazingly, we are realizing how entrepreneurial they
are as we see many of them already working or starting
their own businesses in middle or high school.
the quiet discovery of analog activities. They think
mail is magical, and they love books, posters, and
crafts. Unlike millennials, they are more cautious
about privacy and more traditional in their values;
however, this group is still young enough to be
heavily influenced by their parents.
Marketing to Generation Z
Gen Z goes way beyond the Google search.
They’ll look everywhere! They are very responsive
to influencer marketing; they often see YouTube
stars and bloggers as more genuine than other
celebrities, having built their own audiences.
Gen Z judges with their eyes, so visuals
must match the message. They also like
quick, “snackable” content because they
understand the value of their time and will not
waste a second of it. They appreciate social
consciousness, transparency, and company
values. There can be no obstacles—they need
speed, access, and intuitive design. Gen Z
wants to be treated as a partner or individual,
not as an audience. n
☞ Characteristics and Behaviors of the Generations
BABY
BOOMERS:
1945 –1964
Hardworking
Physically active
Generous
Preserve youth
Self-assured
Goal oriented
Competitive
GEN
X:
1965 –1979
More diverse
Higher earners
Skeptical
Informed
Detail oriented
Reject rules
Tech savvy
Logical
Self-reliant
MILLENNIALS
(GEN Y):
1980 –2000
Early adopters
Overconfident
Challenge rules
Influential
Nurtured
Multitaskers
Tech savvy
GEN
Z:
2001 –2015
Self-directed
Collaborative
Less patient
Curious
Entrepreneurial
Diverse
Socially conscious
Mobile-device
dependent

10 Spring 2018 DATA
THE DATA LANDSCAPE:
FIRST-, SECOND-, AND
THIRD-PARTY DATA
d
ata-driven marketing is a prevalent
buzzword in every marketer’s life,
and no doubt you are among the
many marketers feeling the pressure to
make the most out of your data. According
to CMO.com, more than half of marketers
agree that “a demand to deliver more
relevant communications and be more
‘customer-centric’” is among the most
important factors driving their investment in
data-driven marketing.
With this intense demand for data, it’s
critical to know what is available. While
you might be doing a smashing job when it
comes to creating customer-centric content,
personalizing email communications, or
using split testing to create better subject
lines or offers, adding the benefit of the right
data to the equation can raise the bar and
create even higher response rates, ROI, and
engagement.
Let’s take a look at the three different
data types available.
1
ST-PARTY DATA
This is your data. It’s your in-house
databases along with any other related
customer data that your company collects.
Think transactions, your mobile app and
website, in-store beacons, contact center, CRM
system, surveys, behavior and purchase history,
customer service calls, emails, click-throughs
from email marketing campaigns, and content
downloads—all this is first-party data.
The biggest value of first-party data
(besides the price tag: free), is that it provides
you with absolute and accurate information
about the people who are currently converting,
and it gives you the opportunity to mine
additional information from it. Using data
analytics, models can be built to help you
identify the characteristics of your most loyal
customers, allowing you the opportunity to
target prospects with these same indicators.
You can also use analytics to compare
groups, such as buyers vs. nonbuyers, to
understand what makes your purchasers
unique. With this type of detailed insight, you
can identify the best prospects and create
extremely accurate and relevant customer
journeys that are tailored to those most likely
to convert.
First-party data has high relevancy and
transparency, but it can have limited reach
and scalability.
2ND-PARTY DATA
Think of second-party data as
data that users are giving not to you
directly, but to other companies that you may
have a relationship with. It is data that you
obtain through direct relationships with outside
sources or directly from other businesses. This
type of data is essentially another company’s
first-party data that is shared with you.
How might we receive and use
second-party data? Consider co-oping with
businesses or using the services of secondparty
data aggregators. Many noncompetitive,
complementary businesses working in similar

Spring 2018
11
FIRST-PARTY DATA
SECOND-PARTY DATA
THIRD-PARTY DATA
spaces and sharing similar audiences make
for great second-party data partnerships. For
example, if you are in the landscape business
and team up with a company that provides
pool maintenance services, the information
shared between your organizations could be
highly valuable for both parties involved.
An appliance retailer could contract with
a second-party data collector to access the
website-browsing audience of an appliance
manufacturer, placing retargeting display
ads to an already-interested audience.
By pulling second-party data via Google
AdWords, you can provide key terms based
on user actions throughout Google Search.
This type of information is unique to your
company; however, it comes to you via an
outside source—Google. You can use several
mechanisms to collect and use secondparty
data, each requiring different levels of
investment of time and resources.
Word to the wise: don’t throw caution
to the wind! Second-party data options and
opportunities can be a legal minefield, requiring
deep levels of knowledge to navigate privacy
compliance. Look to the experts for help.
Second-party data can have mid- to highrange
relevancy, scalability, and transparency,
depending of course on the accuracy of the
data within the partner organization.
3
RD-PARTY
DATA
Although much more commonly
discussed than second-party data,
many marketers miss out on fully leveraging
third-party data. Third-party data comes
from compilers such as Acxiom, Epsilon,
and Experian and originates from a variety of
places, including surveys, panels, opt-in online
tracking, cookie-based tracking, registrations,
public records, and offline transactions.
This data is extremely useful for a variety
of marketing tasks and can significantly
improve the ability to make thoughtful
evaluations. By allowing the marketer to apply
audience-based demographic look-alikes and
access dozens of consumer- and businessdemographic
overlays, today’s marketers
can use data analytics to create database
segments and entirely new target audiences.
While many reputable companies are
gathering and offering third-party data, buyer
beware: you can and should ask questions
before making a purchase. To find the best
third-party data partners, consider the
following questions: How do they collect
data? Is the data cookie-based only, or do
they have access to offline activity? Is the data
extrapolated? How many times does a user
take action in order to fall into a segment, and
how recently does the action have to be taken
for them to be documented and collected?
How fresh is the data?
Third-party data scores high in reach
and scalability but lower in relevancy
and transparency.
BRINGING IT ALL
TOGETHER
Most marketing executives strongly agree that
data-driven marketing is crucial to success,
and with these handy tips, you, too, can start
using first-, second-, and third-party data to
your advantage.
While the availability of more data
than ever before is changing the marketing
landscape, we leave you with this one thought:
remember the customer. Every step you
take toward implementing a data-driven
approach should create a more simplified
and customized buyer’s journey. With this in
mind, use data to create a more relevant and
personalized experience, and your campaigns
will be exponentially more successful!
By the way, have you been wondering
how popular data-driven marketing is?
According to the 2017 DMA Statistical Fact
Book, 966,000 jobs have been created by the
US data-driven marketing economy! n
DOWN
LOAD
our data demographics e-book by
scanning QR code or visit:
drummondpress.com/dataselects

12 Spring 2018 FEATURE
Direct Mail Goes
High-Tech
How Marketing’s Most Steadfast
Vehicle Is Combining Technology
and Tangibility By Stephanie Walden
It’s perhaps unsurprising that a
dinosaur such as direct mail
doesn’t get a lot of love in
a marketing landscape
brimming with buzzwords.
In an era defined by digital
innovation, who gets
excited about a piece
of mail?

Spring 2018
13
t
he answer may surprise you. Direct mail
has shown remarkable staying power, even
as brands scramble to keep pace with the
trendiest technologies. And the payoff has been
pronounced: in the Data & Marketing Association
(DMA) 2017 Response Rate Report, direct mail
outperformed digital exponentially, with response
rates clocking in at 5.1 percent for house lists and
2.9 percent for prospect lists (in comparison with
2 percent for all digital channels combined).
One interesting trend about this medium
is its popularity among young people. In the
book Marketing to Gen Z, coauthors Angie Read
and Jeff Fromm suggest that this generation
finds the very nature of direct mail exciting. For
these digital natives who grew up bombarded by
ephemeral content on social media, a piece of
mail that’s hand delivered to their doorstep often
is—as strange as it sounds to those old enough to
remember dial-up internet—a novelty.
The value of direct mail goes beyond its
appeal to generation-specific cohorts, however.
The format itself has a different psychological
effect on consumers than digital content does. An
article published in Scientific American suggests
that reading something on paper versus on
a screen results in a more hardwired form of
mental mapping—and, thus, potentially improves
information retention.
And ah, yes, speaking of those screens: in
2018, direct mail is increasingly going high-tech.
Brands are experimenting with mail campaigns
that use everything from augmented reality (à
la Pokémon Go), to video-in-print integration, to
lead gen bolstered by IP targeting—and these
tactics are causing quite a stir. Could it be that in
the digitally driven era of marketing, direct mail
isn’t outdated at all? Could it be, in fact, the next
big thing?
OPTIMIZING DIRECT MAIL
MARKETING IN 2018
Pat Friesen, author of The Cross-Channel Copywriting
Handbook, has been a direct marketing copywriter
for more than 30 years, and she’s seen the evolution
of both digital and direct mail.
“For years, every time [marketers] opened
our mouths about direct mail, it sounded like we
were being defensive: ‘Direct mail isn’t dead!’
Well, okay, we’ve said that now for 15 years.
And no, it’s not dead! But it has changed, and
that’s okay. It’s the ‘that’s okay’ part that I think is
interesting,” she says.
The bottom line, Friesen explains, is that
marketers who want to deploy direct mail in 2018
need to think about it in a drastically different way
than they did, say, five years ago. They need to
understand the digital and data technology that
is available to them that can complement their
direct mail formats.
Despite the shift to
digital, direct marketers
still spent nearly $50
billion last year on the
channel in the US alone,
according to eMarketer.
“The same product may be purchased by
somebody who is 70 years old and somebody
who is 25, but the message you send to them
and how you present it, ink on paper or digital
or both, is going to be different. And that’s
where technology comes in,” she says. Being
able to print and mail one-off direct mail
pieces on-demand, in conjunction with digital
campaigns—changing out messaging and
images for recipients—makes direct mail more
viable today than ever before.
The three major considerations for direct
marketing haven’t changed, according to
Friesen. They are audience, offer, and format.
The nitty-gritty of the actual copy comes only
after these elements have been considered and
decided upon.
And when it comes to presenting your
brand, offer, and message, there are increasingly
intricate avenues—or perhaps webs is a
more apt analogy—at marketers’ disposal.
For example, most of us have experienced
the phenomenon of searching for an item on
Google only to see ads for that same product
haunting our social media feeds and online
activities for weeks on end. The technology
responsible for this is based upon IP address

14 Spring 2018 FEATURE
capturing, via cookies, which track visitors’ IP
data for digital IP retargeting or remarketing. A
second level, and more seasoned option, is geofencing—meaning
you concentrate your digital ad
spend and efforts toward localized ad serving to IP
addresses within a confined geographic area, a bit
reminiscent of the old list-buying days for direct
mail, from which geo-fencing may have originated.
IP TARGETING MEETS
DIRECT MAIL
Recently, it’s become possible to take these
tactics a step (or two) further. The process
involves compiling a database of physical
addresses and overlaying it with a list of
digital IPs. This typically results in a 40–60
percent match rate between target mailing lists
and accurate IP addresses. A large number
B2B direct mail is 37 times more effective than email,
according to a statistic published by the Data and
Marketing Association. That means you could send an
email once a week for 36 weeks to your prospect and it
may not get opened; on the other hand, send a physical
piece of mail and it’s guaranteed to be in their hands!
of marketers are now using IP targeting in
conjunction with their direct mail campaigns,
greatly increasing the effectiveness of their direct
mail. Not only does the direct mail component
allow marketers to pair online campaigns with a
targeted print initiative, but it’s immune to online
ad blocking and filters. A brand can, for example,
prime consumers via a direct mail piece, monitor
online activity based on IP addresses, and follow
up with a customized direct mail message and
offer to a consumer. Given the higher response
rates of direct mail, this holistic approach makes
sense: a customer may ignore that pop-up ad, but
there’s a good chance they’ll notice the physical
Resources and Inspiration
FOR DIRECT MAIL MARKETING
USPS Irresistible Mail
Microsite
Irresistiblemail.com, USPS’s Irresistible
Mail microsite, includes a selection of
the finest and most innovative mail
campaigns that brands have successfully
executed via direct mail. From case
studies to demonstrations on how to
create interactive pieces, this site is
an all-in-one resource for direct mail
inspiration. While you’re there, order
your own copy of the “Make Your Mail
Irresistible” Mail Book.
Mapping Services
Personalized variable maps for direct
mail, email and websites add creative
impact, enhance brand recognition, and
create engagement. Visit locr.com.
Consider a Handwritten Look
Business direct mail often feels cold or
corporate. Adding a handwritten touch
is one way to make copy feel personal,
but manual handwriting is timeconsuming
and costly. Luckily, digital
services today let you create realistic
digital handwriting in any style you
see fit. Ask your Account Executive to
research that perfect handwriting font
for your next personalized direct mail, or
turn your own handwriting into a font—
for free! Check out Calligraphr.com.

Spring 2018
15
mail delivered to their home from the brand
whose site they recently visited.
Imagine the following scenario: you log
onto a retailer’s website to take a closer look
at a watch you’re interested in. You view one
other timepiece and are unsure which you prefer.
You’ve placed the original in your shopping cart,
but you exit the site unsure if you want to make
the purchase. Later that week you receive a fully
customized postcard in the mail, complete with
eye-catching photos and descriptions of the two
watches you were comparing and a free shipping
offer to encourage you to return to the site to
claim your watch.
Transforming activity on a website into
a postal address and dynamically printing
a personalized piece of direct mail affords
marketers the opportunity to marry the best
of digital marketing with the impact of physical
direct mail.
ONLINE-FIRST COMPANIES
SCORE BIG WITH DIRECT MAIL
We’re all familiar with the usual suspects who
use direct mail: financial institutions, universities,
political groups, not-for-profits, automotive
brands, etc. But in addition to these entities, a
surprising number of digitally native organizations
are experimenting with direct mail campaigns.
It may seem counterintuitive that online-first
companies are reaching out to audiences via a
medium that dates back decades, but logically, it
makes sense: direct-to-consumer startups such
as Casper, Dollar Shave Club, and Blue Apron
are prime candidates for print and direct mail
marketing success. After all, home delivery of
their subscription-based products is foundational
to their business models.
HelloFresh, a meal-kit delivery service, is a
prime example of a brand that’s mastered direct
mail. In a recent campaign, the company sent out
a piece that included a suggested recipe and a
$50-off offer. From the packaging—a brown-andgreen
envelope that exuded “freshness” and was
reminiscent of a shopping bag—to its carefully
crafted copy—“Ugh. Grocery shopping. Eliminate
the hassle and save time.”—every element was
engineered to stand out among a stack of boring
white envelopes. The piece hit the trifecta of
direct mail success utilizing an automatically
tipped-in discount card, an applied personalized
post-it note, and a custom envelope carrier.
QR CODES ARE WORKS OF ART
Did you know that every Twitter app has a QR
code reader? Introduced by Twitter at the end of
2016, it works for any QR code, not just Twitter
account links (like Snapcodes). That means that
over 328 million people have a QR scanner in
their pockets. In addition, all iPhones running iOS
11 (or later) and most Android phones have native
QR code functionality built-in to their cameras.
Enter the new
generation of
QR codes—literal
works of art.
With the rise of popularity of video as a
content marketing format, and personalized
customer experiences being at the forefront of
every marketers’ campaigns, consumers of all ages
seek easier ways to engage with brands and their
content. QR codes can connect a consumer to
video, registrations, personalized microsites and
more from a non-digital medium like direct mail.
Enter the new generation of QR codes—literal
works of art. With the ability to custom-design a
QR code, branded specifically to your organization,
cause, or campaign, you now have a unique and
irresistible gateway between the tangible direct
mail and an online experience.
THE NEXT GENERATION OF
DIRECT MAIL CATALOGS
B2C direct mail catalogs soared in popularity in
2017, particularly among small and medium-sized
businesses. This resurgence is in part because
custom catalogs have become more affordable;
advanced print and production capabilities have
taken the cost and complexity out of tailoring
versions; and they are now driven by consumer
data gathered through multiple marketing channels,
allowing you to target the right customers at the
right time with the right content.
According to an article published by
USPSDelivers.com, the hottest catalog format
trends include: micro-catalogs—a perfect vehicle
to feature a specific selection of your products
that you want to promote; magalogs—a mix of
magazine and catalog that combine product
information with editorial content; and minicatalogs.
Mailing at approximately the same cost
of a standard automated letter, minis can provide
up to ten pages to promote products and drive
customers to company websites and custom
landing pages.
Smaller brands may not have the marketing
dollars to conduct such lavish experiments, but
there are still a variety of resources that allow
them to get creative with direct mail, including
print techniques and software solutions that let
marketers add elements of interactivity to ink and
paper. Platforms that specialize in programmatic
IP targeting and increasingly cost-effective ways
of tapping into AR/VR interactivity (think Google
Cardboard and mobile-first AR apps such as
Uncovr) mean that game-changing technologies
may be within reach sooner than marketers ever
thought possible.
Here’s a scenario from the not-too-distant
future: You get home from work and scoop your
mail, only to notice a flashy card from one of
your favorite online retailers. Curious, you follow
the CTA prompt—which promises $ off—and
use your mobile device to scan an illustration.
You watch as a cartoon animation comes to life
on-screen, simultaneously displaying a discount
code. At the end of the video, you’re transported
to your online shopping cart, where you find
yourself staring at the very product you’ve been
eyeing online for weeks.
The above hypothetical is far from far-fetched.
For marketers, we’re living in a brave new world of
technology meeting tangibility, digital and direct
mail working in harmony, and the screen and the
mailbox synced. n

16 Spring 2018 PANTONE COY
C-71 M-73 Y-7 K-8
R-95 G-75 B-139
What was your first impression of
the 2018 Pantone Color of the Year,
Ultra Violet?
Enigmatic purples have also long been symbolic of counterculture,
unconventionality, and artistic brilliance. Musical icons Prince, David
Bowie, and Jimi Hendrix brought shades of Ultra Violet to the forefront
of western pop culture as personal expressions of individuality. Nuanced
and full of emotion, the depth of PANTONE 18-3838 Ultra Violet
symbolizes experimentation and non-conformity, spurring individuals to
imagine their unique mark on the world, and push boundaries through
creative outlets. - PANTONE.com
•••
Hank Isaac
Principal and Creative Director
495Digital
“Wow, I feel like royalty! In a word: POSH.
Ultra Violet leaves me with calm feelings of
optimism and inspiration. Looking forward to
finding opportunities to integrate this vibe into
my branding and communications work in the
coming year.”
Sharon Werner
Owner
Werner Design Werks, Inc.
“It’s a nice balanced Violet - just enough red and
blue with a muted, softness, like it has milk added
to. Although purple has never been my favorite
color, as purples go, it’s a fairly good one.”
Cindy Woods
Editor
The CMO Team
•••
•••
“It’s a interesting choice, and I actually love it
paired with Greenery from last year. It’s very
celestial, and I like that it has a more modern
feel. Being an editor, I’ll be interested to see
how and where it gets used in publishing.”
•••
•••
Jason Tierney
Executive Creative Director
Shift Now, Inc.
“Royalty, well, that and the Lakers. I absolutely
love violet, and this swatch in particular. As a
creative I think that different shades of purple are
underutilized. Cheers to bringing 18-3838 ULTRA
VIOLET, PANTONE to life in 2018!”
Laura Boyle
Marketing and Creative Director
National Wood Flooring Association
“When you think of purple in nature, it’s a color
that is rare and beautiful. It’s a color that has the
tendency to make someone stop and admire
— a purple flower, a sunset, a bird. Using purple
in design can have the same effect. It’s a color
that evokes creativity and inspiration. It’s vibrant
and stylish and can easily be incorporated into a
warm or cool color palette.”
WIN THIS
Pantone Special
Edition Guide
featuring the
Pantone Color
of the Year 2018
–Ultra Violet!
Scan the QR code or register
for our giveaway at:
drummondpress.com/giveaway

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blogging success
metrics today
are page views,
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time spent on
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64% of B2B
marketers outsource
blog copywriting. (TopRank)
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prefer list-based
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that publish
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