Category: Marketing Insights

Make sure you’re not talking to a wall

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In today’s world, people control the content and information they get and how they decide to get it. This makes a brand’s message and the way the message is delivered that much more important. Companies have to be more in tune with the wants and needs of their target audience to make sure that their message is strong and memorable and consistent with those needs and wants. If your message is not relevant, chances are it’ll get ignored. This is especially important during the holiday season when customers both B2B and B2C are inundated with holiday greetings and offers. Are you giving your target audience the information needed so that they are able to make an informed decision about the offer? Is the promotional information clear, or is it sending a mixed message? Is it all about you and not so much about how your product or service can help them? These are all questions that need to be thought about in order to generate the highest rate of success from your marketing efforts. Always make sure the theme of your marketing campaign is consistent and resonates with your audience.

Millennials

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It is a given that Generation Y is heavily involved in various social media such as Facebook, Twitter, and YouTube. What is said about your brand online heavily influences the decision of most Millennials because social media outlets provide a reliable and easy way to spread the word and endorse a product. For most companies social media provides a free source of PR. For most millennials this is a great way to share their opinion about products and brands to their peers. Some may think that no one pays attention to these opinions but it surely does influence the opinions of the peers.

As a Millennial, I have been influenced by the critiques of my peers via social media on the newly released IPhone5.  Some peers state they preferred the iPhone4S over the iPhone 5.  I truly consider their honest opinions when considering the possibility of trading in my own iPhone 4S. Based on the opinions of my peers, I have made the decision to hold off my purchase of the iPhone 5.  The opinions which are found throughout the social media sites are listened to and heard by the companies who then feel an obligation to tailor their products to the needs of this up-front and opinionated generation.

We are constantly inundated with an onslaught of information on a day-to-day basis and most of it is either ignored or does not draw the attention of the audience. When a company is marketing to Millennials you must engage them and have a clear statement of the goals and objectives for the brand’s message in the marketing piece. If the marketing message is effective to a targeted audience such as Generation Y, we will tend to re-post or blog about it (i.e. interactive direct mailings, commercials, viral videos). This has evolved into a free form of PR that reaches all those who follow a particular individual. To be successful in this arena always remember to have an objective when marketing a product, be clear and engaging, and listen to what your audience wants.

We’re All Just Kids Stuck in Adult Bodies

Posted On: Category: Custom Design & Printing, Design, Inside Structural GraphicsPosted By:

One of the reasons I enjoy working here so much is seeing people’s reactions when they first interact with our designs. We had a vendor in the office today, and I thought it would be fun to show them our 3-cube pop-up mailer  – you know, the one where you pull out the sleeve and 3 cubes come flying out? Before I showed them the mailer, I asked, “Are you familiar with what we do?” “Oh yeah, sure,” they responded.  Even though they were very familiar with our work, they still practically fell over from surprise (and near heart attack) when they pulled out the sleeve of the mailer and those 3 little cubes came flying out in every direction.  Seeing that kind of reaction is priceless. In a world where everything is digital and technology has grown leaps and bounds, it is refreshing to see the enjoyment and the delight people still get from our high-impact tactile designs.

I’m a huge fan of Robert Sabuda, and my kids own all of his books.  To see a grown adult react the same way to our direct mail advertising as my kids do to Robert Sabuda’s amazing creations just makes me realize that deep down inside all of us “grown-ups” still lies an innate need and desire to be entertained and surprised. I’m so glad we get to deliver that child-like wonder and surprise to our clients.

Data – It’s Important

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The company, eXelate, a provider of data with its premise based off of intent and behavior, found that companies will be increasing their use of custom data in 2013. As marketing plans are launched, it is important to have reliable data that allows you to efficiently allocate the money spent on your ad. One source stated that 62% of marketers indicated that their marketing department would be increasing their data budgets in 2013. Marketers have come to realize it is necessary to use data to recognize comparable people to their paramount consumer. Does your company use custom data? If not, then ask yourself why? Data has become crucial and meaningful in assisting a company in their branding and direct marketing campaigns. Third-party data is used by 46% of marketers to help them better target the finest and most viable customer in their marketing efforts. Here is a link to the full article on eXelate

Branding – Build it and They Will Come

Posted On: Category: Branding, Marketing InsightsPosted By:

Brand awareness is crucial to all companies. It is through brand awareness that companies build the future of their business by increasing their potential customer base. You might be thinking, “tell me something I don’t know”.  The truth is some companies believe that brands will build themselves. In order for potential customers to buy into your brand and your message it is imperative that what you put forth is memorable and relevant. Of course that comes with some risks. There is no guarantee that what you put out there will resonate with your potential audience.  That is why it is important to have an acute understanding of who your potential customer is and who you would like to convert to a brand loyalist. Once you determine who your target audience is, then the key thing is to position your brand in a way that speaks to that audience. Memorability is key. Getting people to talk about your brand is critical. How many times have you found yourself talking about a commercial or an ad that you thought was funny or tugged at your heart strings?  Think about that next time you plan your brand awareness campaign. Create something that resonates and stays with your audience. Something that will ensure they’ll be talking about your brand next time they’re hanging out at the water cooler.

Viral Marketing

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Viral marketing, also known as marketing buzz, is a way to increase brand awareness among individuals. Some may ask how can you appeal to everyone with this type of marketing? In my opinion, you can’t. In order for a viral marketing campaign to be successful the company must strive to inspire their customers. Viral marketing has the possibility of being far more successful than non-viral campaigns. However creating a viral marketing campaign is a very difficult task. One of the most popular trends in viral marketing has to do with videos such as those you see on YouTube. This is a great way to follow up with customers on the campaign by creating an engaging and interesting viral video.

Viral videos are just one aspect of a viral marketing campaign.  Social media is another aspect that plays a large role in the success of viral marketing by spreading something through word of mouth or by network. The key to creating a successful viral video is to keep it short and sweet with less of an advertisement feel as one with more advertisements could hinder the amount of hits/views you are attempting to achieve in the campaign. Personally, when I am working on a campaign I find it useful to share it via Facebook or Twitter. This will benefit the company and adds credibility to what it is they are trying to promote. A company should always focus on creating worthwhile and interesting stories about your business that will most likely be shared through word of mouth. If done properly viral marketing can and will give your company exposure and prove beneficial in marketing your company.

To sum up, the next opportunity you have to introduce a viral marketing campaign keep in mind some of these short and simple tips to increase the campaigns success.

Online Influencers

Posted On: Category: Marketing Insights, TechnologyPosted By:

In today’s world what people say about your product and your brand online has a huge effect on your prospect’s buying decisions, especially with the rise of social media and the number of people looking to social media outlets for an insider’s opinion before making their purchasing decision. Many marketers see this as a way to increase business and are willing to pay large sums of money in order to locate these influencers. Not only are these influencers loyal customers but they have already purchased and used the product(s). Websites such as Angie’s List is one example of public forums where people can discuss their experiences from the services provided to them. Some of you may wonder, “How can you take advice from a complete stranger?” but the truth is customers rely on the opinions and insights of those who have experienced the product or service. Many of these influences are exponentially boosted through tweeting and reposting on social media outlets such as Facebook and LinkedIn by these online influencers. Once again I cannot stress the importance of using social media to your advantage as it will prove beneficial in increasing the response rates of marketing campaigns. It is an inexpensive and cost efficient tool and a great way to spread the word about a company and the products or services they offer to consumers.

Holiday Greetings

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

Once again it is that time of the year where people begin to plan what kind of Holiday Greetings they will send to their close ones. Last week I talked about being more personable by handwriting the addresses on your direct marketing campaigns. In order to continue to nurture strong bonds and remain in the minds of customers it is a great idea to send out a Holiday Greeting. Whether it is an e-mail or greeting card it is an amazing way to show your customers that “you”, the company, are thinking about them during the holidays and appreciate and value their business. As a result of this small gesture they may be more inclined to think about you the next time they make a purchasing decision. When contemplating sending an e-mail, be aware that one of the major trends this holiday season is that more retailers will be sending holiday greetings by e-mail designed for tablets and smartphones. The reason for this is due to the fact that more and more people are not accessing their computer and instead are using their mobile devices.

If you are sending a direct mailing piece make it a priority that you stand out in the abundance of mail a client might receive from other companies. The more you stand out from other holiday greetings the more likely you will be noticed and remembered in the minds of your customers. So get into the spirit and start planning your holiday greetings in order to highlight special deals or just show your customers that you care. And of course, personalization might place you above the others this season!

Handwritten Address Can Increase Response Rates

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

When was the last time you received a personalized handwritten piece of mail? I would guesstimate it does not happen too often; however when you do, doesn’t it peak your curiosity to open it and see what’s inside? Personally, I am always a bit excited to open the envelope and I find it far more personable then sending an e-mail or text message. A recent article that I read believes that using a handwritten address on envelopes in a direct mail piece will prove to be advantageous and make a huge difference in increasing the company’s response rate. Therefore think about how one of your recipients would feel if they were to see that your company took the time to send a hand written envelope to their mailbox.

If you want to make your direct mail campaign even more personable include a personal note within the piece. It’s proven that people like to see their names handwritten on their mail. In reading other articles on this subject it appears that the effective power of personalization is key to getting higher response rate. So next time you launch a direct mail campaign, holiday greeting card, or a simple thank you card from customer service please think about this blog.

Ways to Ensure Your Company Launches an Effective Direct Mail Campaign

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

Although electronic advertising is extremely popular, direct mail campaigns still make a significant impact on customers. This week I really wanted to look at how a company can produce an effective direct mail campaign with a few simple, but crucial, guidelines. How can your company ensure that their direct mail campaign is successful? First you need to create a budget but don’t forget to take into consideration the cost of materials, shipping, and printing. Craft a clever and dependable message. The message is often the most important part of any marketing piece. Be certain that the mailing list is being sent to the appropriate customer base or the message and responses that your company is looking for will be lost. When you compile a list of contacts take into consideration factors such as demographics and location. By paying attention to the particular audience you want to reach your message will be more effective leading to higher response rates. Make sure that the content included in your direct mail campaign is clear and understandable so that those you are targeting comprehend the message. It is always important to have a call-to-action for your customers.

Once again I cannot stress the importance of having a direct mail piece that really does stand out from the rest of the clutter in the mail. Lastly, measure, measure, measure!  Measure and track the success of your campaign so that you are able to see those who are responding to your direct marketing effort.