Expanding Our Portfolio of Services – Introducing Marketing Services

Author: Alan Sherman

For almost 60 years, Nahan has been known for an emphasis on high quality production, distribution, and design. Our clients are a blue-chip group of direct mail and catalog marketers.

In a marketing climate that is increasingly competitive and further challenged by a global pandemic, we are building upon our success and offering clients a true end-to-end omnichannel marketing solution, driven by a team of experts across strategy, data, and creative.

Crafting a Solution Around What Works

In doing so, we are positioning our marketing services around what drives client success. In direct mail, response is driven by 3 top-line components: the data, creative, and the offer. Supporting and “orchestrating” all of this is the strategy, with an overall plan of action that often optimizes all three of these elements for best results.

Targeting Crucial for Success

Research indicates that the right data or list, is the single most important factor in prospect or customer response. An investment in direct mail is wasted against the wrong audience. Proper data selection, whether it is a targeted list selection or through the application of predictive analytics, is essential for success.  We can drive enhanced performance via additional, proven sources often priced at levels that clients cannot obtain on their own.

Creative Designed Specifically to Drive Response

Our skilled and experienced team is highly focused on applying a series of creative best practices that get respondents to take action. High performance creative is much more than small, iterative changes to an existing creative control. It means re-tooled responsive design, copy and often the introduction of new direct mail formats. This is where the big gains in response are realized.  Depending on the client, it may mean development of a rotation of creative controls, especially when targeting an audience more than once.

Hooking Them With a Well-Written and Properly Located Offer

The creative offer is what hooks potential customers. Offers themselves may sometimes be limited by what a client is able to provide, but how they are presented, messaged and supported by benefits is key to response success. A well-constructed offer with supporting benefits is compelling, hooks the reader, establishes credibility, reverses perceived risk, and includes a strong, urgent call to action.

Tying It All Together with Strategy

Well-developed strategy effectively brings these key components together. It may include analyzing past performance, scoping and ranking the right universe, putting an A/B or multivariate test plan together, providing guidance on the campaign, measuring the results and then applying the learning for continued, ongoing performance improvement. This may mean expanding the marketing plan, utilizing various approaches to reach the same people with multiple contacts across additional, integrated marketing channels. We have long known that omnichannel programs perform best.

An End-to-End Solution Makes for Cost Efficiencies and Higher ROI

Pairing some or all of your direct marketing efforts with high-quality production and smart postal strategies produces cost and time efficiencies, which leads to greater Return on Investment. We are already hard at work helping clients achieve better results for 2021 and are eager to help you be successful as well! Please reach out to me at alan.sherman@nahan.com if you would like to learn more about our marketing services.

Bio: Alan Sherman is our Vice President of Marketing Strategy. Alan enhances Nahan’s current value proposition with strategy solutions that support new/existing client relationships. For clients, he leverages market, customer, and competitive intelligence to build achievable strategies for omnichannel marketing success. His marketing plan strategies include targeted data, predictive analytics, testing and creative that drive ongoing client performance improvement. In his spare time, Alan enjoys spending time with his family, traveling, going to concerts, watching sports (he’s a fan of the NY Giants, Boston Red Sox and Celtics) and walking the dog, even though it was just out.

The Fine Art of Finishing Print

Author: Jim Hesch, Customer Service Leader

Focusing on quality and unique capabilities sets us apart. It’s all in the Presentation.

For the person who, in the end will open your envelope, mailer or book, it is all in the presentation.

Beautiful color, gloss or dull techniques, metallics and foil, or attention grabbing raised gloss UV can certainly grab one’s attention. Using an emboss sculpture die to make a message stand out and look 3D or a tactile coating can enhance a piece, too. A cool fold, pop up, or even an iron cross are tried and true attention grabbers for the end user.

Nahan’s Focus on Finishing

At Nahan, we pride ourselves on the Finishing of our pieces; the presentation, with good quality binding and complicated inserting. Our team is dedicated to make sure the quality of the piece compliments the goal of your recipient, which is ultimately to successfully reach them and get them to open the piece.

“I love working in Finishing, no two days are the same and no two books are the same. It’s the collaboration that makes it fun. I am always learning. Yeah, we are obsessed with going the extra mile.”

– Jim Dombrovski, Finishing Shift Leader

“For those of us who are passionate about Finishing, we get to take a nicely printed sheet and turn it into something cool, and we get to touch it and see it before the customer ever gets to see it.”

– Doug Karls, Trainer

Developing Creative Solutions

We have an incredibly creative team to help you find that eye-catching piece; something unusual or unique and are able to complete affordably. Our capabilities are unique, customizable, and with our creative staff, can be game changers.

In the end, we really like Finishing (first).

Resources

Sappi has a wonderful series of publications that can help you in your creative presentation endeavor.

Check out Bindery Techniques issue #6: https://www.sappi.com/standard-volume-6

Or Issue 4, scoring and folding: https://www.sappi.com/standard-volume-4%E2%80%94scoring-folding

The Neuroscience of Touch: https://www.sappi.com/the-neuroscience-of-touch.

Another fun series in finishing techniques is the Fold Factory, Fold of the Week. Check out their YouTube Videos for inspiration and ideas.

Have Fun, Stay Warm and Tip On…

Our Blogger is Jim Hesch, a manager here at Nahan Printing. Jim has been in the printing trade since 1973 and has a passion for finishing and customer service.