Posts Tagged: Print

Rodgers Townsend News / Views


RT wins Gold and Silver Graphis awards

We’re proud to announce we’ve been recognized in the Graphis Advertising Annual 2017, with 1 Gold and 4 Silver awards across three different clients. Our “Cork” video for The Hartford took home gold, and these four pieces took home silver:

The Hartford “Skinny Jeans”
The Hartford “Extra Zero”
Discover Pearl Series
Spectracide “Bug Stop”

Check out all of the awarded work here.

Direct response: What’s hot and what’s not

Our industry changes as quickly as the technology that supports it, and we all know that the pace of change continues to accelerate exponentially. Increasingly, we are seeing how tried-and-true, “always works best” tactics have become “tired and untrue.” We can no longer count on them to deliver the results of old. Looking at the current B2B landscape, here are some key trends we will be keeping an eye on:

What’s Hot:

  1. What’s In a Name?: Today, “personalization” must go way beyond printing someone’s name throughout the piece. To persuade them, we need to know about, and write to, their particular motivations. That’s how we can put muscle behind getting the right message in front of the right person at the right time.
  2. A Tale of Three Emails: Our research has shown that most small business owners have three email addresses: one for business, one for personal, and one they use when they want information or promotional literature, but they don’t want it clogging up their main account with ongoing sales pitches. That means we need to be vigilant, and potentially “pay more,” to get their active business email address via gated content or other more restrictive appeals.
  3. Three-Stop Shopping: Small business owners tend to pick up the phone once they’ve made their buying decision, but usually after researching online and speaking to friends and associates. This points to the urgent need for integrated social and search programs along with DM, EM and OTM.
  4. It’s the Friendly “From”: More important than the subject line or promotional offer, the most influential element in email open and click rates is the name of the sender. If it’s a name the business owner knows and trusts, he or she will engage.
  5. C-Suite Execs Like Shiny Objects: High production value, dimensional direct mail gets the attention of recipients and their administrators at much higher rates than traditional formats. The higher cost of these tactics demands that the targeting be sound, the calls to action have clarity and urgency, and the personalization be letter-perfect.
  6. Lock In on LinkedIn: Targeted LinkedIn placements enable more efficient lead generation based on title or vertical industry, getting us close to the real decision-makers and influencers in a business environment.
  7. ’Tis the Season: We need to recognize that certain industries have no time for us marketers at certain times of the year. Their already-short attention spans are focused on driving revenue when they need to make hay; not considering new technologies or approaches that could drive their business haywire.

What’s Not:

  1. Traditional Webinars: If we build it, they may not come. In fact, they probably won’t come. We need to serve up shorter, mobile-friendly, personalized on-demand content.
  2. Limited-Time Inbound Call Centers: Are limiting, and infuriating. Nobody works bankers’ hours anymore, including bankers. And any marketer who is just realizing this, well, never mind.
  3. One-Size-Fits-All Formats: The #10 business envelope isn’t dead, but it’s best saved for official notifications, not selling.
  4. The Desktop Computer: In the first half of 2016, 70% of emails were opened on a smartphone. Think small format for small business.

Rodgers Townsend Wins Grand Prize at 2015 ANA

Rodgers Townsend, St. Louis’s largest, full-service advertising agency, took home the Print Grand Prize at last night’s ANA’s Multicultural Marketing & Diversity Excellence Awards, which recognizes marketers that produced industry-leading multicultural advertising campaigns between June 2014 and June 2015. Grand prize winners across ten different categories were announced at a ceremony during the ANA’s 17th Annual Multicultural Marketing & Diversity Conference, November 8-10 in Miami Beach, FL.

Rodgers Townsend earned top honors in the Print Category for the agency’s campaign for The Black Rep, the largest professional African American theatre company in the nation and largest performing arts organization in Missouri.

Sponsored by the ANA Multicultural Marketing & Diversity Committee, the awards were created to help raise awareness of and recognition for the outstanding work being done in multicultural marketing. A portion of the proceeds collected will help fund scholarships for high-potential multicultural students who plan to pursue careers in advertising and/or marketing.

To learn more about the conference and the other winners, click here.

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Rodgers Townsend Most Awarded Agency at Chicago Association of Direct Marketing Tempo Awards

The Chicago Association of Direct Marketing (CADM) Tempo Awards is a Midwest award competition recognizing stellar work in direct, digital, mobile and social media marketing.

This year, Rodgers Townsend, based in St. Louis, took home the lion’s share of awards from the Chicago show. Rodgers Townsend took home a total of 26 Tempo Awards, half of the 52 total awards given at the award ceremony. Other agencies awarded that evening include FCB, Ogilvy and Havas Worldwide.

Rodgers Townsend received a special Judges Citation for Innovation in Print for their Blacklight Dimensional Mail for the Hartford. In addition to the Judges Citation, Rodgers Townsend received 10 first place awards, 8 second place and 8 third place.

“In one of the most important direct marketing award events in the U.S., it’s great to see how our work stacks up against our esteemed competitors,” said Katie McGrath, Executive Director of Rodgers Townsend. “We’re proud to work with such great client partners to make this incredible work.”

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About Rodgers Townsend:

Rodgers Townsend is a nationally acclaimed, full-service marketing communications agency located in St. Louis, Missouri. The agency provides strategic planning, advertising, digital, social, direct/one-to-one marketing and design services to a wide range of clients both nationally and regionally.

Current clients include: AT&T, The Black Rep, The Donald Danforth Plant Science Center, Enterprise Holdings, Great Circle, The Hartford, Luxco Brands, Missouri Baptist Medical Center, St. Louis University, Spectrum Brands and United Van Lines.

Rodgers Townsend is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About CADM:

Since 1955, the Chicago Association of Direct Marketing has been a response marketing resource for marketers in the Midwest. We bring together professionals in the areas of direct mail, mobile marketing, digital marketing, social marketing, marketing analytics, response generation and more.