You’ve probably heard me mention that I spend about 200 days a year on the road. I should also mention that I love it! My job at Sappi is to educate our customers about paper-related subjects that will help them be more successful in their jobs. And nothing gives me more pleasure than reaching new audiences with useful and inspirational information.
Recently, I wrapped up a speaking tour with Canada Post. We hit four big cities—Vancouver, Calgary, Montreal and Toronto. All in, my colleague and frequent speaking partner, Trish Witkowski of FoldFactory.com, and I spoke to well over 800 creative professionals about direct mail—a presentation we’ve been giving called Act Now! What I really enjoyed about this tour was that it was completely driven by Canada Post who partnered with Sappi to accomplish three objectives: educate their customers by distributing a useful handbook on direct mail postal rules and regulations, share information about the services they provide and remind designers of the viability of print. In our increasingly digital world, in which everything seems to be transient and abstract, the importance of something tangible—like a well-designed, printed and produced direct mail piece—cannot be underestimated. In addition to information like this that we provided through Act Now!, Canada Post also shared persuasive statistics on direct mail’s return on investment and the high response rates that mail delivers—approximately $12 for every $1 invested. It was a great junket delivering information and meeting folks who make direct mail happen in Canada. Do you wish to have a talk like this in your market? We’re booking 2016 now—are you ready for a visit? Email us for a list of presentations and for scheduling information. Does that make sense?
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