Nettie

Sr. Sales Executive

HERSHMAN #1 Sales Blunder

Empower your sales by empowering your

prospects.

Resistance goes through the roof when

you are too direct too early in the sales

cycle… i.e.”Buy now!” Selling is problem

solving. And problems by definition imply failure.

Essentially, you’re promising to take your

prospect from failure to success with your offer. It’s your job as a marketer to look

at the products and services you sell and

discover the connection.

Ultimately, it’s also your job to build up

your prospect’s self-esteem through your

communication.

You are not selling things. You are not even selling results. You are selling that

feeling of self-worth… the seed of wishes

fulfilled.

Meet Nettie

Twenty-five years in marketing with over 100

client credits. Former stints at Harte-Hanks,

Pacific Comm., Creative Ad, and Advantage Mailing. Trains Towne’s sales team in finer

‘What’s In It For Me?’ points of direct mail,

inventory control, process flow, and fulfillment.

Towne Touch: Plastic overlay saves healthcare client $5,000;

hospital extends mail out additional 6 months.

Ask Nettie anything: www.linkedin.com/pub/nettie-ershman/b/2ab/ba3/

Time At Towne: 2 years

Kevin

Business Solutions & Client Services Manager

MINDER 10.5 Costly Mail

Mistakes

#1 Mailing a job as a flat vs. as a letter

#2 Designing an unusually shaped mail piece w/o knowing postage ramifications

#3 Failure to weigh

#4 Poor data quality

#5 Personalization that runs afoul of USPS regulations

#6 Failure to check final folded thickness

#7 Wrong permit # or language on indicia

#8 Wrong service endorsement

#9 Failure to comply with Move Update

#10 Issues with address block label

#10.5 No in-house MERLIN

Let this be your checklist & save $$$.

Meet Kevin

Spends teen summers at Towne stuffing

envelopes and folding Morris the Cat tees.

Rejoins co. after community college graduation. Imprints team of 12 client service reps with his

‘special’ stamp for making complex mail easy.

Detailed down to the DNA with enchanting

Colombo personality.

Towne Touch: Spots error in client-provided

segmentation logic; wards off skewed ROI

catastrophe.

Ask Kevin anything:

www.linkedin.com/pub/kevin-minder/9/74b/7a6

Time At Towne: 25 years

Jennyfer

Sales Executive

SICKLER Is This A Good Idea?

Choosing an unproven product and

mailing to an unproven list are classic marketing mistakes. See if your next big

idea has ‘market merit’ (without spending

a fortune on focus groups).

Let’s say you had a golf ball that beeped—

making it a cinch to find when you sliced your ball off into the woods.

What lists would you test: names of

prospective country club members;

magazine subscribers; warranty card lists?

Have your list broker pull mail order

buyers out of the SRDS. Then have her

chisel that list to recent, direct-mail generated names of multi-buyers of golf

equipment.

Ask if "hotline" names exist (buyers in the

last 30 days).

Use those names unless she happens to know of an even hotter list of names

who've bought golf equipment by mail.

Test the very hottest names available.

Meet Jennyfer

Lives by specialty data, hot mailing lists, and

workable solutions. Formerly with Inside

Prospects, VillageFax.com, infoUSA and datamart. Draws on customer service, buyer

advocacy and hard work ethics carved while at

Ralph’s Grocery Store (8 years).

Towne Touch: Takes anxious, first-time businesses to Every Door Direct Mail with better-

than-good (i.e. double-digit) results.

Ask Jennyfer anything: www.linkedin.com/pub/jennyfer-sickler/12/b04/b93/

Time At Towne: 2 years

Elena

Sr. Growth Strategist

MARTINEZ Numbers Don’t Lie

Direct mail either pays for itself or it doesn’t. Its built-in, BIG DATA targeting

makes it a potential goldmine that CMOs

and CFOs can appreciate.

Marketers spent > $45Billion on direct

mail—more than search, online video, online rich media, online banner ads and

print magazine advertising combined. 2012

Integrating direct mail in branding

campaigns improved the lift of local ads by 44% & online campaigns by 62%. 2011

The avg. household receives 2 pieces of

DM a day vs. 157 emails; advertisers who

stick with it gain ‘share of mailbox’ & higher ROI.

79% of consumers find reading mail

easier than going online.

Technology allows for maximum

targeting: highly personalized messaging, offers, and graphics—even co. branded

indicias. 2013

Non-profits can slash rates to 7.9₵ using

Every Door Direct. 2013

Source: United States Postal Service

Meet Elena

Rises up fulfillment ladder at Diversified Direct

leading accounts for The American Red Cross,

Merrill Corp., USC, UCLA, and Robinson’s-May. At World Marketing (Berkshire Hathaway),

finesses art and science of merging critical,

political, and regulatory mailings with a number

of modern multi-media capabilities.

Towne Touch: Shows political candidate how a

simple redesign saves him $40,000 without

compromising a penny of messaging.

Ask Elena anything:

www.linkedin.com/pub/elena-martinez/9/a3/755

Time At Towne: 10 months

-

Nicole

President

SEYMOUR Open Me Now!

7 Ways to get your envelopes opened.

1- Use teaser copy to call out your

audience—Coffee Lovers.

2- Use directive language—See Inside.

3- Use the real estate—load up copy

front and back. Or keep blank!

4- Bullet point benefits—or try mind-

bending fascinators.

5- Don’t mention your corp. name if it

doesn’t mean anything to the reader.

USPS requires identification only

when mailing at low rates available to fundraisers.

6- Try a new size to stand out from the

pack.

7- Let provocative copy peek through—

use more than 1 window.

Meet Javier Meet Nicole

Works in every employee position from the

ground up: hand assembly on shop floor…

accounting… account management… fulfillment… sales lead… designing Proprietary Inventory

Management System… to launching, nurturing &

growing some of Towne’s most loyal customer

accounts.

Towne Touch: Turns distressed accounts

around on a dime.

Ask Nicole anything: www.linkedin.com/pub/nicole-seymour/12/a02/b92/

Time At Towne: 27 years

Allison

Sales Executive

MEINKING When 2 + 3 = 1

Dimensional mail is ‘tabletop stackable’

and ‘top of mind’ sticky.

If your first Pop-Up or 3D mailing is a

success, consider running a sequential

campaign.

Little known direct response math shows

that the response of a 2nd and 3rd mailing will match the results of the 1st.

Step 1: Let’s say you mail out 500

premiums to your in-house list with a

4% ROI.

Now, reword your offer. Then send it 2X,

to the same list. Like this:

Step 2: Send a postcard.

Step 3: Send a new premium.

Drop the entire campaign over 4-6 weeks.

It’s not unlikely that:

Step 2 + Step 3 = same ROI as Step 1

(or a few percentage points either way).

People love to be entertained.

Dimensional is advantageous.

Meet Allison

Integrated marketing and fulfillment pro with 19

years experience—both agency and client side.

At Prudential Real Estate, handles marcom development & dist. for 40,000 agents. Also with

Specialized Marketing Services and Hayes

Martin. Second time around with Towne.

Towne Touch: Decision to trim a 3D package by

2/8” saves agency $70,000 on annual gift

mailing.

Ask Allison anything:

www.linkedin.com/in/allisonmeinking

Time At Towne: 2 years

Javier

Production Manager

MACIAS

Meet Javier

Rocks mailhouse, lettershop and digital printing.

Produces franchise coupons… Vehicle Service

Contract brochures… laminated membership cards… QR code promotions and special 3D

packaging. Formerly with ABG Direct. Captains 5

department heads and formidable crew.

Towne Touch: Secretly applies white glove test to outgoing packages.

Ask Javier anything: www.linkedin.com/pub/javier-macias/35/127/745

Time At Towne: 5 ½ years

Improve Your

B-to-B Catalog

5 items experienced catalog marketers

include to boost readership & sales.

1- A personal letter from the CEO to your customers… printed inside the

front cover, or on letterhead.

2- Useful information like “How-To” articles, tables, & charts.

3- Product samples. Techies love

tinkering at their desk.

4- 3-ring binder. Rarely gets trashed,

too bulky for file cabinet, more likely

to be shelved within reach.

5- Customer credits… Just like in the

movies, a list of all the firms that

have bought from you is

impressionable. Whether 50, 100 or 1,000, names in print convey trust.

Patricia

Sales Executive

REINACH Signature Surgery

What makes direct mail (and email) different from other forms of marketing is

the letter—a highly personalized, 1-to1

communication that lets writer and reader

make an emotional connection.

A letter written by an executive then signed by an assistant throws believability

out the window and depresses response.

People pick up a lot from the way a name

is signed. Give your signature’s color, size and vitality close scrutiny.

Compare the average signature of a

publisher with that of Salvador Dali or

Gloria Vanderbilt.

Then ask yourself why the former are

lackluster and the latter so distinctive.

The signature is your salesman’s

handshake.

Make yours healthy.

Meet Patricia

Previously Director of Sales & Marketing in hotel

& hospitality industry. Innovative strategies

skyrocket sales for Balboa Bay Club in Newport Beach.

Towne Touch: Passion for consistent results in

fund raising, community volunteering and

leading professional organizations makes for über-resourceful connections in marketplace.

Ask Patricia anything: www.linkedin.com/pub/patricia-reinach/17/728/881

Time At Towne: 1 month

Debora

Executive Vice President, General Manager

GRIFFITH $64,000 Questions

The difference between average and

exceptional is in the details. When you’re looking for excellence in fulfillment, you

need to know the small secrets of

fulfillment make all the difference in your

business.

These are the top money questions…

Which marketing question(s) does your

fulfillment answer?

Are your orders processed in real-time?

Can you access order and inventory

reports 24/7?

Can you track mail stream ‘at a glance’?

Who’s auditing inventory control for just-in-time delivery?

How much are you shelling out for every

order you fulfill?

What is the LTV of your customer?

… do you know the answers?

Meet Javier Meet Deb

Mail and fulfillment expertise spans Finance,

Customer Service, Systems and Operations (two

decades). Account management credits include Crystal Cruises, Wyndham Hotels, Blue Shield

and Sprint. Loves solving client issues both

externally and internally. Master Certificate

Integrated Marketing (UC San Francisco) and

M.B.A. (CSU Monterey Bay) ensures whole brain thinking.

Towne Touch: Every challenge has a resolution,

absolutely.

Ask Deb anything:

www.linkedin.com/in/deboragriffith

Time At Towne: 15 years