Category Archives: Blog With BEB

2024 Letter From Ron Royall

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Greetings from Houston! We hope that 2023 was a good year for you, and we thank you for your business and partnership.

The renovation of our building after the fire on Veteran’s Day 2021 was completed and we took occupancy in April of last year. It is quite a different look than before, and we absolutely love it. We hope that you will come by for a quick tour when you can.

2024 marks our 75th year in business and we start the year with cautious optimism. Throughout 2023, the economy avoided a recession, consumers reportedly continued to spend, and inflation slightly cooled. Seemingly, those are signs of stability. However, the threat of a recession still lurks, and many of us anticipate a bumpy year ahead.

The Conference Board (a global, nonprofit, business think tank) published a survey of the biggest risks for businesses in 2024. They surveyed more than 1,200 US executives and learned that recession is their top concern. 37% of executives surveyed said that they are bracing for a recession in the coming year.

Households are acquiring more debt as they begin to deplete the “free money” collected during the pandemic. Meanwhile, banks are toughening their lending standards.

The second biggest concern is inflation. Inflation has retreated since exploding nearly three years ago, but remains above anything we were used to before the pandemic.

The direct mail and printing industry continues to struggle with higher labor costs and finding qualified candidates for job openings. The “work from home” profile doesn’t fit within a manufacturing environment and we find that our teams work better when we are together and exchanging ideas.

Then there is the US Postmaster General who continues to deploy his “Delivering For America” plan by redefining delivery standards and raising postage rates.

The thing is; direct mail still draws a higher ROI than most other platforms. Point in case, we conducted an ROI analysis for one of our non-profit clients last year. Their investment of $110,000 (which included postage) resulted in collecting over $700,000 in donations. That is a 536% return.

We are committed to finding new ways to partner with our existing and future clients. During the process of expanding our products and services we have become the premier marketing production company of Houston. Our offerings have expanded to include data compilation, analysis, digital, offset, envelope, and label printing, promotional products, signage, digital marketing, email blasts, social media, hand fulfillment and even websites and SEO.

As we celebrate our 75th anniversary, we thank you for your patronage and trust. We look forward to serving you with new and innovative ways, and we hope to continue to serve Houston area businesses for another 75-years.

Sincerely,
Ron Royall
President

Almost 1 in 5 Stay-At-Home Parents Are Dads

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It’s interesting to see the trends and changes in the share of stay-at-home parents over the years. According to a Pew Research Center analysis of U.S. Census Bureau data, the share of parents in the United States who are not employed for pay has remained fairly stable in the last five years. In 2021, 18% of parents didn’t work for pay, which was unchanged from 2016. However, there are differences in the share of stay-at-home parents between men and women, with 26% of mothers and 7% of fathers choosing to stay at home.

Looking at the data from 1989 to 2021, it’s clear that the share of stay-at-home parents has fluctuated, rising during periods of higher unemployment. Interestingly, while the share of mothers who were not employed for pay decreased slightly from 28% to 26% during this period, the share of fathers who were not working increased from 4% to 7%. These diverging trends have resulted in an increase in the proportion of stay-at-home dads, from 11% in 1989 to 18% in 2021.

When it comes to the reasons why parents choose to stay at home, there are differences between mothers and fathers. In 2021, the majority of stay-at-home moms (79%) cited taking care of the home or family as the reason for not working, while smaller shares mentioned being ill or disabled, unable to find work, retired, or being students. On the other hand, stay-at-home dads had more varied reasons for not working, with 23% staying home to care for the home or family, followed by reasons such as illness or disability, retirement, inability to find work, and going to school.

In terms of demographics, stay-at-home dads differ from dads who work for pay. Stay-at-home dads are less likely to have completed at least a bachelor’s degree, with only 22% having this level of education compared to 42% of working dads. Additionally, stay-at-home dads tend to be more economically disadvantaged, with 40% living in poverty compared to only 5% of dads who work for pay. Stay-at-home dads also tend to be older, with 46% being aged 45 or older, compared to 35% of working dads.

Lastly, when it comes to race and ethnicity, stay-at-home dads are a more diverse group compared to working dads. Non-Hispanic White fathers make up half of stay-at-home dads but 60% of dads who work for pay. Non-Hispanic Black fathers have a larger share among stay-at-home dads (18%) compared to working dads (9%), while Hispanic fathers represent 21% of both groups, and non-Hispanic Asian fathers account for 7% of stay-at-home dads and 8% of working dads. It’s also worth noting that a majority of stay-at-home dads (68%) and dads who work for pay (85%) are married.

These trends highlight the various factors influencing parents’ decisions to stay at home or work outside the home, as well as the differences between stay-at-home dads and moms, and the implications for their education, economic status, and demographic characteristics.

Americans’ attitudes about artificial intelligence (AI)

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Sharing information from a Pew Research Center survey on Americans’ attitudes about artificial intelligence (AI).

Pew Research Center surveyed 11,201 U.S. adults between July 31 and August 6, 2023.

The survey found that a growing number of Americans are expressing concern about the role AI plays in daily life. Specifically, 52% of Americans feel more concerned than excited about the increased use of AI, while only 10% are more excited than concerned, and 36% feel an equal mix of both emotions.

The survey also revealed that concern about AI outweighs excitement across all major demographic groups, though there are some differences by age. Older adults, aged 65 and older, are mostly concerned (61%) about the growing use of AI.  Younger adults, aged 18 to 29, also showed concern; concerned (42%) and excitement (17%).

The rise in concern about AI aligns with a rise in public awareness. Nine out of ten adults have heard at least a little about AI, with a 7-point increase in the share who have heard a lot about AI since December 2022. Those who are more aware of AI are 16 points more likely to express greater concern than excitement about it. Those who have heard a little about AI are also 19 points more likely to express concern compared to December 2022.

Despite the overall concern, opinions about AI’s impact in specific areas are more mixed. For example, 49% of Americans believe that AI helps more than hurts when it comes to finding products and services online. However, when it comes to privacy, 53% of Americans believe that AI does more to hurt than help in keeping personal information private.

The survey also found notable demographic differences. Americans with higher levels of education tend to view AI’s impact more positively across various use cases. Men also tend to view AI’s impact more positively than women. However, when it comes to privacy, both college graduates and adults with lower levels of education expressed concern about AI’s negative impact.

It’s important to note that these attitudes and opinions are still developing as AI continues to advance and be integrated into various aspects of daily life.

 

WHO ARE GEN ALPHA?

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Read a super interesting article by Arielle Feger on Insiderintelligence.com. It was called, “What Marketers Need To Know About Gen Alpha.

Who are Gen Alpha? They are people ages 9 through 24; the children of millennials and Gen Z.  It’s fascinating to see how Gen Alphas are shaping up to be a unique generation. According to Razorfish, they are more than just a younger version of Gen Z. Gen Alphas value sharing their views and opinions, even at a young age, and they want to be empowered with a voice. They have high expectations and are mindful of the world around them.

Interestingly, when it comes to managing their mental health, Gen Alphas prefer activities like going outside or exercising, rather than relying on technology. This shows a different approach compared to Gen Z, who tends to practice self-care through pampering themselves.

One factor contributing to this difference is their early exposure to technology. Gen Alphas have grown up with devices from an early age, leading to a higher level of brand maturity at a younger age. This might translate into holding brands to higher standards and demanding accountability as they grow older.

Gen Alphas have also shown a strong inclination towards YouTube, with over half of them discovering brands through YouTube videos. This generation finds excitement and control in self-directed content, such as unboxing videos or watching YouTubers play video games. As marketers, it’s crucial to recognize the influence YouTube has on Gen Alpha and consider incorporating it into brand strategies.

To effectively connect with Gen Alpha, marketers should craft unique messaging that resonates with their values and aspirations. Additionally, brands must go beyond traditional technology to provide innovative digital experiences. Finally, being present on YouTube is essential for marketers who want to capture Gen Alpha’s attention.

In summary, Gen Alphas are shaping up to be a digitally native, purpose-driven generation with high expectations. Understanding their distinct characteristics and preferences will be key for marketers looking to engage with this influential demographic.

 

GET CREATIVE WHEN GIVING

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Overall, including a gift or giveaway or even sharing a personalized story in a direct mail campaign can help boost response rates, enhance brand perception, improve memorability, and incentivize desired behaviors, ultimately increasing the effectiveness of your marketing efforts.  Give aways do not have to cost a fortune. A simple gesture can go a long way too.

The power of storytelling to connect with people is truly remarkable. Sharing a holiday story or an anecdote about your business can have a profound impact on building an emotional bond and strengthening brand loyalty.

Additionally, highlighting the impact your customers have made can be incredibly powerful. Share stories about how your customers’ support has made a difference, whether it’s through testimonials, case studies, or even showcasing community initiatives you’ve undertaken together. This not only shows gratitude and appreciation but also cultivates a sense of belonging and encourages further engagement.

While offers and discounts are undoubtedly effective during the holiday season, it’s essential to go beyond monetary benefits. Consider providing additional value to your customers such as a small freebie. It could be a delightful holiday recipe that embodies the spirit of the season, DIY decoration instructions to spread creativity and joy, or even a branded calendar for the upcoming year that can keep your brand top-of-mind. These thoughtful gestures will not only be appreciated but also help to extend your brand’s presence beyond the holiday season.

Remember, it’s not just about transactions; it’s about forging meaningful connections. By sharing stories, providing value, and showing appreciation, you can deepen the emotional bond between your brand and your customers, fostering long-term loyalty and engagement.

HOW TO TRACK YOUR RESULTS

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There are multiple methods available to monitor the outcomes of your direct mail campaigns. One of the quickest and easiest approaches is through tracking your website traffic. Regardless of the size of your mailing, you can typically expect to observe a significant boost in website traffic, often showing double-digit increases with each campaign.

Other ways to track your results include:

  • Create a unique redemption codes for each channel you use to market. This way, when a customer redeems an offer or discount, you can trace it back to the specific medium used.
  • In order to receive the offer, require customers to bring the mailer to the store. This method provides immediate feedback on engagement levels.
  • Use dedicated phone numbers so that when customers call a specific number, you can track their responses and record the necessary information. Many companies offer this service and it is very affordable.
  • Include a QR code on the direct mail that directs customers to a specific landing page or form. By tracking the number of scans, you can gauge the response rate.
  • Include response cards or coupons with your campaign. Customers can fill out the information or bring the coupon to your store, allowing you to track the number of responses received.

Using these methods, you can gather data on response rates, conversion rates, and the overall success of your direct mail campaign. Having this information can help you analyze and optimize future marketing efforts.