Quality Control, Your life depends on it!

quality control paperwork at CSG direct mailQuality Control is the process in which the details and consistency of a job are reviewed before the job is advanced to the next stage of protocol. QC includes the job’s artwork and its data.

Both steps are crucial when preparing a print job. For instance, you may have the correct amounts in the data, but it may be mapped to the wrong version of artwork. The job could be going presorted first class mailing, but the barcode reads standard mailing.

These are two of many possible examples of errors that can lead to costly mistakes. One mistake is all a job needs to go horribly awry! That one mistake could cost you thousands of dollars or even your client altogether. This guide is here to help you prevent such mistakes from happening.

Preemptive Measures
Q: What is the first step in preventing a mistake from happening?

A: Having all the proper details written where everyone who handles the job can read them. This means writing up the proper instructions for everything: art, data, postage, assembly, etc. By gathering all the job details at once before the job begins, it will help insure the customer has full knowledge of the outcome of their project and what it requires; therefore lessening the likeliness that there will be changes. Remember, every time you go back and change something in a job that’s already begun, the odds of errors greatly increase! After being in this business for 7 years, I can’t stress that enough.

Proofing
Due to its very nature, variable printing can contain many details to keep an eye on. For example, one mailer alone can have variable dates, freeplay amounts, hotel offers, account numbers, addresses, disclaimers, and varying graphic fields. I think you get the picture. That’s a lot of fields to keep in line.

Steps to proofing a job before sending it out for customer sign-off:

1. Know the variables and all aspects involved in that particular job.
a. Dates, amounts, disclaimers, address fields, snipes, graphic fields, etc.

2. How many versions are there? Are there multiple versions being run as one? Proof each and every version!

3. Mailing Class? Presorted standard, Full rate first class? What is your mailer being run as? Are there multiple versions being run as different postal rates?

4. Check the proofs against the original start data. For example, on the proofs it says John Smith Account# 40456 is getting $5,000 in freeplay. Wait! That’s a lot of money to just be giving away. Now going back to the start data you may find out that John Smith Account# 40456 is only supposed to get $500 in freeplay. Try explaining that mistake to your customer. So, when comparing the proofs to the start data look for these things:

a. Name and address. Is John Smith at 123 Liberty Lane on the proof as well as in the start data?
b. Any type of offers that may be included in the start data, such as: Amounts, dates, hotels offers, disclaimers, locality (This is where knowing all the variables in data really comes in handy).
c. Version: The proof says John Smith is getting “version A” does the start data reflect that?
d. Double check if there are “bi-weekly” or “semi-monthly” type offers. It would be a shame if John Smith got $100 every day when he was supposed to get $100 every other week!

5. Is the mailer size the proper dimensions? Does it go in an envelope or is it folded down to proper size? Ultimately, does the final product reflect the instructions given by the customer AND what is written up in the instructions for the job?

6. Color. Do the colors match those of the original artwork? (You may have to consult with a graphic designer on this.)

7. Spelling and grammar mistakes! Proofread every single word and sentence!

Comparing the final product to the start files is one of the most efficient ways to ensure you will be providing your customer with proper proofs. Many times customers will not fully understand the magnitude of the seemingly miniscule details involved in digital variable printing, thus overlooking small (but huge!) mistakes. This is why it is crucial that we catch these errors before we send proofs to our clients.

Address Block Sign-offThis is it. This is your last chance to change or fix the job before all five thousand, ten thousand, one hundred thousand (!) pieces are printed and money is thrown away because nobody checked a silly little thing like class, barcode, quantity, etc.

Things to check before signing off on the address block:

1. Class. For each version that you sign off on.

2. Barcode. Does it scan? If so, make sure the barcode reflects the class and work order.

3. Address. Make sure all the proper fields are there, such as: First Name, Last Name, Company, Address 1, Address 2, City, State, Zip Code, Country, etc.

4. Once again I recommend going back and comparing the given record(s) with the start data.

5. Check the postal paperwork. Does the postal paperwork and tray tags reflect the information in the job instructions?

6. Color, size, paper – make sure all of these are correct.

In closing, I must stress that communication between the sales rep and the customer is the most essential part to ensuring a smooth process that will lead to a successful marketing campaign. Furthermore, this communication must be transcribed orderly and properly into the job’s instructions. There is no reason for an error to happen if the proofing process is properly utilized and every small detail is checked. Look at it this way: would you rather spend 10 minutes proofing your job or 10 hours and double the cost reprinting it because you were too busy to proof? I know, that’s a no-brainer!

Okay, you’ve proofed it, the customer signed off, and now it’s in your lap for address block sign-off? I know you’re probably asking yourself, “What the heck! I thought this job was good to go?” But who knows, maybe something was accidentally changed in the time that the customer signed-off to the time it took a press operator to get the job ready, this is your last chance to catch any mistakes, take advantage of it!

By Chris Ohm -Data and Design Department

Attention Marketers: Facebook is Not Your Friend

Why would you spend considerable resources marketing another companies website instead of your own? Facebook is mostly an unproductive diversion of time, talent and resources. You could get 10x more value by spending 1/2 that time adding search engine content to your own website.

Sure, Feeling popular and ‘liked’ makes us smile and feel like we matter each day. There is nothing wrong with positive affirmations from random guests and strangers to start your marketing teams day.
However, you should move your team in another direction as quickly as possible.

The goal is to bring warm, paying, profitable, fun-loving guests into your property where they buy your food, stay in your rooms and enjoy your gaming experience. There is very little to be gained by getting ‘likes’ on some other companies website that is a temporary site compared to your own.

Reason #1, When people are ready to travel, they go to Google, Yahoo or Bing, not facebook:
Marketing Statistics for facebook and Google

This website visitor report shows that search engines brought 723 guests to your website and facebook and twitter only brought in 14 combined.  So don’t double your facebook and twitter time!  It’s much easier to spend 1/2 hour per day adding content to your website for much bigger gains.

Reason#2, All efforts in facebook vanish almost immediately since Facebook hides your messages.

Facebook wants to sell advertising to companies like yours so when you post something on Facebook they filter it in the timeline so a user has to seek you out on purpose which they rarely do.  People go to Facebook to share pictures, talk with friends and play games.  They quickly move past company messages and Facebook makes it easy to skip your messages altogether.

Reason #3, Facebook hides your content from search engines and uses it for their benefit.

Remember, facebook is free for a reason.  If it sounds to good to be true it probably is.
Look at this nofollow screen capture where we show you the secret in their program.facebook nofollows all your links

See everything highlighted in Pink by our nofollow finding tools…
Facebook has told all the search engines to ignore all outbound links and not follow them.

When you invest marketing staff and resources into producing content and promotions, you don’t want it to be completely invisible or useless 24 hours later (no longer seen by guests or found online). Your efforts in your own website will bring you 50x more guests for a lot less time invested.

Your Top Priority for online marketing should be: go to your favorite search engine and type the words your guests would type when looking for a property like yours.  Type “Southern California Casino” or “North Dakota Hotels” or “Places to Stay” and see if you even show up in the results.  This is when a new customer is actually planning the details of their coming trip.  This is when you want to interact with them and book that reservation.  This is where you want to win in the online world.

The Solution is to add new content to your website daily in an event or community blog in your site. Search engines see this as new content and come back daily with new guests.  Your content remains active in your site and a magnet for guests on the internet ~ forever.

Once you get your blog up and running in your own website where guests can post, reply and interact with you directly (cutting out the middleman), we’ll show you the next steps to automate your social media campaigns and really move up in the search engine rankings which is what matters most online.

Paul Erickson joins CSG Direct Mail

When I look back through my career it is divided into “Phases”. Those phases are always centered around our largest milestones and the progress that follows. I know 2012 is one of those milestones and 2012 is the beginning of “The Era of Paul“.

We are very excited to share with you that Paul Erickson has joined our team (your team) as General Manager of our CSG Direct digital-printing plant in Reno, Nevada.  Paul brings with him over 34 years of print plant management, team development and print manufacturing experience.

Paul is a Six Sigma Champion and is experienced in Business Management Strategy.

For anyone in our region that is aware, Paul is known for his tenure at RR Donnelley where for 9 years he was the Vice President of Manufacturing at the Reno plant.  However, Paul has many other accomplishments that demonstrate his deep level of experience.

Paul began his career after he earned his BS in Printing Management from South Dakota State University.  More recently Paul was the managing director of Polestar Sheffield, the largest gravure printing facility in the U.K with a very demanding customer base and a high level of customer satisfaction.

Paul came back to the US to run the very prestigious US Government Printing Office for 3 years as the Deputy Public Printer and Chief Operating Officer.  In this very demanding position Paul still adopted and implemented the ISO 9001 standard for quality assurance and management in GPOs production facilities and led the effort to adopt 5S, a world recognized continuous improvement process in both manufacturing and office environments.

I cannot say enough about how excited we are to have Paul leading our team.

Paul recently shared his insight with us “The future of Printing is digital and CSG Direct has positioned itself well in this market segment. The CSG niche is strong and our unique services offer us unlimited growth and opportunity.”

We’ll if anyone should know… it’s Paul.

Welcome aboard Paul!
We look forward to the new era.

2012 Casino Marketing Conference Returns to Paris Las Vegas


July 24-26, 2012!
Marketing insiders know that Casino Marketing is a hard-hitting, straight-talking, no-holds-barred senior-level conference that addresses marketing challenges across all facets of the gaming industry, including commercial casinos, tribal casinos and racetrack casinos – virtually any gaming venue around the world.

More than 100 different gaming operators and other companies involved in the gaming industry attended the 2011 event, and they came from throughout North America – and beyond. Many companies sent their entire marketing and promotions teams, so they know the value of this unique event!


July 23-24, 2012!
In 2012 the Casino Marketing Conference is offering the popular program Drive Revenue and Grow Business: An Advanced Sales Model for Your Host Department. This one and a half-day program will run on July 23rd and 24th; separate registration is required.

If you are a senior host and player development specialist, General Manager, Player Development Senior Executive, or Marketing Director, you want to attend this program that will focus on:

• Developing and segmenting qualified sales leads from your database
• Creating compensation and specialization in a new player development model
• Managing reinvestment properly and measuring the sale
• Understanding the true value of a player through mathematics
• Acquiring the skills to complete the sales cycle

This is the advanced training you have been looking for! The program delves deep into sales skills, database management, analytics and the math of player value. This isn’t theory and a whole lotta talk — these are takeaway tools you can apply as soon as you return to your property. This is the 21st century groundwork you need to create an advanced host department.

To learn more about this conference or to register click Here.