Specialized Office Systems Blog

3 Approaches to Measuring Results

Nathan Goldberg - Thursday, December 27, 2018

When you invest in any marketing effort, you want to know if it’s working. There are many approaches to results measurement, and the right choice for any marketing campaign will depend on your marketing goals. For numerous marketers, response rates are the first measurement they use. But there are other measures that are more telling.


Let’s look at three of them.


1. CPL (cost per lead).When you are developing a mail campaign, it’s easy to focus on the price per piece. It’s hard for personalized mailers to compete with high-volume static mail on a cost basis, but everything changes when you look at what your program costs per lead.


2. CPS (cost per sale).Not all leads translate into sales. To find out what it costs you to actually close a sale, divide the number of people who make a purchase into your total costs. If only 33% of respondents to the above campaign make a purchase, for example, your cost per sale is $300 for the static campaign, while for the personalized campaign, it is $25.00.


3. LCV (lifetime customer value).The value of the sale often goes beyond the initial purchase. If personalized communications woo the buyer of one automaker to another, and if that customer becomes loyal to that brand, the return on investment from that mailing piece includes the value of every car purchased by that customer over his or her lifetime. This is an important metric for marketers of long-term purchases, such as automobiles, financial products, and insurance.


The bottom line? Before you measure your results in any print campaign, make sure you understand all of the available measuring sticks, then use the one(s) that are the most meaningful to you.

Personalization: Why It Works

Nathan Goldberg - Thursday, December 20, 2018


Everywhere you look, marketing content is personalized. From grocery store receipts to your Amazon recommendations to postcards in the mailbox, companies are personalizing their communications to address who their customers areand what their customers need. Are you capitalizing on those opportunities, too?


Let’s look at some of the reasons personalized marketing works so well (and why you should be using it, too).

First, personalized communications give your customers the feeling that you care about them. It takes more time and effort to talk to someone by name (“Hi, Jane! We have a special offer just for you!”). Targeting based on their needs and wants makes your customers feel noticed and valued.


Second, personalized mailings are more relevant to your customers. When you market based on their interests and needs, they are more likely to respond. The combination of more relevant communications and the customer’s greater sense of value is powerful.

You do have to take different steps to personalize your documents than you do for traditional campaigns, but don’t be intimidated. It doesn’t need to be difficult. You don’t have to be an expert in databases or IT.

We are here to help. Talk to us about going from static marketing communications to making it personal.




2017 Open House

Nathan Goldberg - Thursday, July 20, 2017

Specialized Office Systems is pleased to announce our 2017 open house! The purpose of our open house is to thank our customers for the relationship and to show them new and exciting products to help them in their businesses and roles within their organizations.

This year we're pleased to feature the newest promotional products, corporate apparel, printing and office furniture items, including ergonomic sit/stand solutions.

With more than 32 years experience and a dedicated product team, we would be pleased to have you join us at our corporate headquarters at 19235 N. Cave Creek Road, Suite 100, Phoenix, AZ 85024 from 10:00 AM to 2:00 PM on August 30th, 2017. 

Lunch will be provided as well as the Kona Ice Food Truck so come and meet your account team and see the latest products to help you in your business!

Click HERE to RSVP

I look forward to seeing you in August!

Specialized History: The First 30 Years, Part 3 (With Photos)

Nathan Goldberg - Wednesday, February 25, 2015

This year, Specialized Office Systems celebrates 30 years serving clients.

To honor this achievement, we will be holding an anniversary party on March 26 from 4 – 7pm at our facilities at 19235 North Cave Creek Road in Phoenix. In addition to drinks and food, we will be serving up tours of our facility and a preview of new and exciting products and concepts to lead the way for the next 30 years.

The last ten years has brought growth and change to Specialized Office Systems. Staying ahead of the times, Specialized Office Systems adopted to new technology and procedures.

In 2005, Specialized Office Systems constructed a new headquarters equip with a state of the art print shop and global warehousing and distribution center.

Specialized Office Systems north Phoenix facility under construction.

The warehouse and print shop under final construction.

The new facility allows for sales, in-house customer service and distribution to be housed under one roof. This set up allows for maximum efficiency, which customers certainly notice on a daily basis.

Nathan Goldberg, photoed with hair, celebrating Bruce’s 50th birthday.

Nathan Goldberg joined the Specialized team as President. His arrival brought a new focus on technology, logistics and e-commerce solutions. Today’s Specialized Office Systems allows customers to order and track inventory right from their computer with our Specialized Gateway e-commerce platform.

Through our growth, Specialized Office Systems has helped in the local community. United Cerebral Palsy of Central Arizona is the charity of choice for Specialized Office Systems. In addition, we support Charity Water’s 100 Wells for Ethiopia, St. Mary’s Food Bank and adopt underprivileged families at the holidays.

Brad Weintraub and Warehouse Manager Ellen Turner wrap gifts for deserving families for the holidays.

As we look back at the last 30 years, we are excited for the next thirty. We hope you will join us as the adventure continues.

The Goldberg family. From left to right: Nathan, Susan, Barb, Bruce.

The First 30 Years of Our History: Part II

Nathan Goldberg - Wednesday, February 18, 2015

This year, Specialized Office Systems celebrates 30 years serving clients.

To honor this achievement, we will be holding an anniversary party on March 26 from 4 – 7pm at our facilities at 19235 North Cave Creek Road in Phoenix. In addition to drinks and food, we will be serving up tours of our facility and a preview of new and exciting products and concepts to lead the way for the next 30 years.

Specialized Office Systems Founder and CEO Bruce Goldberg in January, 1987.

The mid-1990s brought tremendous opportunity and growth to Specialized Office Systems. In order to serve a growing roster of clients, the organization moved into a larger facility with expanded print shop in north Phoenix. New technology and meant Specialized could offer an expanded product line with greater customization for client needs.

Bruce Goldberg outside of the old Specialized Office Systems facility, ca. 1995.

Specialized Office Systems gained a reputation in Central Arizona for superior product quality, on time delivery and customer service. Product lines expanded to include four-color printing in addition to forms and envelopes.

VP & GM Brad Weintraub and Sales Consultant Linda Walker present at a trade show in 1999.

By the late 1990s, Specialized Office Systems expanded beyond the Phoenix area to become a regional leader. Southern Nevada, Northern Arizona and Tucson became new successful markets for the company.

Specialized Office Systems sales consultants return from visiting clients in 1998. Notice the paper airline tickets in Debbie Cox’s hand. Much has changed in 17 years.

Next week, we will look back on the 2000s.

Specialized History: The First 30 Years (With Photos!)

Nathan Goldberg - Wednesday, February 11, 2015

This year, Specialized Office Systems celebrates 30 years serving clients.

To honor this achievement, we will be holding an anniversary party on March 26 from 4 – 7pm at our facilities at 19235 North Cave Creek Road in Phoenix. In addition to drinks and food, we will be serving up tours of our facility and a preview of new and exciting products and concepts to lead the way for the next 30 years.

As we celebrate three decades of service, let’s look at and see how Specialized got its start:

Specialized Office Systems began in the spring of 1985 in Phoenix. Founder Bruce Goldberg began a producing the highest quality business forms and filing systems to central Arizona’s medical community.

Pre-2000 Specialized Office Systems logo.

Specialized Office Systems founder Bruce Goldberg poses in front of outgoing shipments around 1992.

By the early 1990s, Specialized Office Systems was a regional leader in all things filing, forms and folders.

Today’s VP and GM Brad Weintraub in 1993.

Specialized assembled a sales and support team delivering quality and consistency. While still in its infancy, the organization developed its expert background in the printing industry.

2014 Sales Person of the Year Debbie Cox working hard to please clients in the summer of 1993.

Next week, we will discuss more information about our upcoming party and more Specialized Office Systems history. 

Swing Into Spring

Nathan Goldberg - Wednesday, February 04, 2015

Contact us for more info!

19235 N Cave Creek Rd. 

Phoenix, Arizona 85024

Tel. 602-485-0900

Email: Service@SOSsystems.com

Honoring the Best of 2014: Recognized Team Members

Nathan Goldberg - Wednesday, January 28, 2015

Over the past week, we at Specialized Office Systems have honored three team members for their work over the past year. The entire organization looked back to a successful 2014 while building excitement for the many opportunities 2015 will bring.

We’ve featured three employees for their outstanding contribution to the organization:

Most Valuable Team Member of the Year: Each year, every employee at Specialized Office Systems casts a ballot for Most Valuable Team Member of the Year. Bindery and Warehouse Assistant Donnie Illsley was bestowed this award by his peers.

Bindery / Warehouse Assistant Donnie illsley (left) poses with his MVTM trophy with VP & GM Brad Weintraub (right).

Donnie is a long-time member of the Specialized team. His coworkers recognized his willingness to get the job done, no matter how challenging. An indispensable member of the team across a number of departments, Donnie has proven his dedication to his workers, job and teammates.

Sales Person of the Year: Specialized Office Systems delivers customized solutions to clients by taking the time to understand goals, challenges and needs of clients. This level of expertise requires experience and deep product knowledge. Debbie Cox was honored as Sales Person of the Year.

Salesperson of the Year Debbie Cox (right) featured with Brad Weintraub (left).

Debbie’s two decades of contributions at Specialized have allowed her to serve clients effectively. Debbie’s clients repeatedly demonstrate a high level of customer satisfaction. This is reflected in the strong number of referrals she receives.

Employee of the Year (Non-Sales): Specialized’s sales team is supported by a talented team of dedicated professionals. Steve Navarro demonstrated his commitment to quality and consistency through his leadership in our in-house print shop.

Print Shop Supervisor Steve Navarro (left) with Brad Weintraub.

As supervisor, Steve leads a talented team to product effective printed materials used throughout a spectrum of industries. Steve’s deep understanding of process, the industry and leadership earned him this special recognition. 

Kick-Start 2015: Bigger Box, Smaller Returns

Nathan Goldberg - Wednesday, January 14, 2015

Kick-Start 2015: Bigger Box, Smaller Returns

As kids, great things came in big boxes. As we come off of the holiday season, we recall childhood memories of the latest and greatest gift hidden inside the largest box. In business, big gifts usually do not come from big boxes – or in this case, big box stores. Specialized Office Systems is a family run, professional managed organization celebrating 30 years of delivering efficiency for your organization. Let’s explore some of the benefits of putting away the big box, and working with smaller, more effectual organizations:

  1. Personalized Service – The larger the organization, the more anonymous customers become; this is a rule that each of us has come to realize. Even a large client becomes reduced to a number when working with big box vendors. When you work with a small business, you receive a CEO-level experience no matter what your size. At Specialized, we get to know our clients. That level of intimacy translates to better product offerings and elevated customer care.

  2. Flexibility – Every successful organization has policies and procedures, but small businesses tend to have policies which are more “user friendly.” For example, we at Specialized Office Systems have a low, $75 minimum order for free next day delivery on office supplies. If you want terms that work for you, chances are a big-box will not offer you the flexibility you want at the terms you need.

  3. Accountability and Communication – Listening to hold music only to find out you are speaking to the wrong person is frustrating. Large organizations (fill in the blank – many come to mind!) are notorious webs of bureaucracy. At Specialized, we pride ourselves on having open lines of communication with our customers. You have a dedicated in-house Client Relationship Manager on call just for you. Small businesses have more intimate settings allowing for faster internal problem solving and decision making. If you like decisive action and clear expectations, ditch the big box.

Our Holiday Hours

Nathan Goldberg - Tuesday, December 23, 2014

On behalf of all of us at Specialized Office Systems, we would like to wish you and your family a very Happy Holidays.

Please take note of our special holiday hours.

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Specialized Office Systems Blog

  1. 3 Approaches to Measuring Results Nathan Goldberg 27-Dec-2018
  2. Personalization: Why It Works Nathan Goldberg 20-Dec-2018
  3. 2017 Open House Nathan Goldberg 20-Jul-2017
  4. Specialized History: The First 30 Years, Part 3 (With Photos) Nathan Goldberg 25-Feb-2015
  5. The First 30 Years of Our History: Part II Nathan Goldberg 18-Feb-2015