For years we’ve been hearing it: print is dead. With more and more people heading online to get their news, research products and read reviews, it may seem that way to some. But, not according to savvy marketers. Businesses and marketers should continue investing in printed collateral, viewing it as a worthy and profitable way to promote a brand and stay top-of-mind.
Here’s why:
66 % of millennials are more likely to remember to use a voucher if they have a physical copy to carry around.
23% of millennials bought or ordered something as a result of receiving direct mail in the last year.
Retailers have seen a $21 million dollar difference in online sales per million site visitors between those who had received a catalog at their home address and those that had not.
92% of shoppers say they prefer direct mail for making purchasing decisions.
Direct mail household response rate is at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).
91% of mail is picked up by the same person each day; 80% of them are women.
Bobonos customers who received a catalog spend 1.5 times more than new shoppers who didn’t receive a catalog first.
Boden customers spend up to 15 to 20 minutes with their catalog, vs. an average of 8 seconds for an email and 5 minutes with their iPad app.
Statistics were compiled by Compu-Mail. To view their entire list, please click here.
One glimpse of the mail carrier, donning his USPS garb, and I wait anxiously to see whether there’s anything addressed to me. But on those days when I’ve got more than bills or credit card offers stuffed in my mailbox, that childlike excitement I felt earlier all too quickly disintegrates into something else: disappointment.
There are the flat mailers that have my name incorrectly printed on them. There are the catalogs with promo codes so buried I get exhausted from flipping through before even finding them. And there are the dreaded cards and the postcards that I barely even look at before throwing away.
Sound familiar?
These pieces all have one thing in common (besides meeting my recycling bin): they’reboring. And as businesses increase their efforts to vie for your attention this holiday season, as marketers you want to be anything but. So, if you’re not currently creating (or, at the very least, brainstorming) some ways to set your direct mail apart, you’re already missing out on the opportunity to make a memorable impression.
But don’t worry, it’s not too late to get your company or your products noticed in time for the holidays. Here, we’ve curated some of our most helpful tips on how to bring back that “wow factor” during the most magical time of the year.
Go dimensional. Perhaps the easiest way to make a real impact with little-to-no-effort? Incorporate dimension. By incorporating pieces like our 3″ pop-up cube into your marketing, it’s easy to put forth your messaging in a way that takes advantage of 3D (but still ships flat).
Embrace technology. For better or for worse, we live in a digital world and it’s just going to get that much more – er – digitaler. Instead of rejecting this characteristic of modern life, we say embrace it! Want your print advertising to play your jingle? Want to incorporate virtual reality or LED lights into your messaging? Make your customers feel like a kid around the holidays by sending them something shiny AND bright in the mail.
Video is your friend. Did you know that videos increase people’s understanding of a product or service by 74%? In case you’ve been living under a rock, video is super trendy right now. Combine video with one of our high-impact print solutions and you’ve got a powerful marketing tool.
Surprise them. If a consumer is able to predict how a promotional piece is going to look or feel before they even get their hands on it, you can almost bet that it will get lost and maybe even thrown away. Make your brand as exciting as you are – that unexpected element will not only set you apart from your competitors, but it’ll leave a lasting impression in your recipients’ minds.
Think Interactive. Print plays to the human senses in ways that digital tech is hard-pressed to match. By delivering a direct mail piece that recipients can engage with, you’re not only getting their attention, but you’re strengthening your brand’s longevity, too.
Feeling inspired? Have an idea for how your business can target the next generation of purchasers? Contact us to get started.
Structural Graphics, the pioneer of the dimensional print marketing industry is celebrating its 40th anniversary. The company introduced the world to dimensional print marketing in 1976 and continues to lead the interactive print marketing industry today.
As the world changes, Structural Graphics’ capabilities and service offerings have continued to evolve. Building on the company’s success in the insurance sector, The Lift Factor was established to deliver fully integrated marketing solutions utilizing print and digital executions for the nation’s top insurers. The Red Paper Plane division was created to provide a fast turnaround, do-it-yourself platform to buy Structural Graphics’ top selling formats online.
“The vast majority of companies never make it to see their 40th anniversary. The fact that we are celebrating this milestone here at Structural Graphics is a testament to the innovative products and services we offer, and our wonderful clients and suppliers. But most importantly, it’s a reflection of the creative, hardworking and talented employees that have walked through our doors over the past 40 years. Our people are truly our greatest asset,” stated Mike Maguire, CEO.
Structural Graphics markets its products and services nationally and in Canada, with its design and paper engineering, production management, marketing and administrative offices operating from the corporate headquarters in Essex, Connecticut. The company has sales and production operations throughout the U.S. and Mexico.
For more information or to view some of Structural Graphics’ work, please visit www.structuralgraphics.com.
I think we can all strongly agree on one thing: saving money rocks. Whether it’s a 20% off coupon to J. Crew or a few cents off of a gallon of gas, we are all looking to save a little somewhere.
And if you love direct mail as much as we do, we have some extra good news. The first steps towards a rollback of postage pricing began with the USPS posting the new rates for this spring. While it’s still uncertain around the implementation date, this is awesome for mailers. Most commercial mailers will see rates drop around 4.1%, depending upon class of mail and level of sortation. Woo hoo!
We love direct mail, so, naturally, this gets our stamp of approval. To see a breakdown of the proposed postal rates, visit http://pe.usps.com.
What do Hyundai, Asbury University and Gillette all have in common? They all understand the high impact the Flapper can have on an audience.
The Flapper, one of Structural Graphics’ exclusive patented designs, is kind of like a book you just can’t put down. Kids love it. Adults do, too. What makes it so unique is the way it folds continually into itself, revealing four separate layers of messaging ranging from text, photographs and even QR codes.
Even better? They’re incredibly versatile. Not only can they be distributed as a flat self-mailer, but they range in sizes, too. We’ve produced Flappers that were very small (3” x 3”) as well as ones that are about the size of a standard piece of paper (8” x 11”). Clients have used them as magazine inserts, designed them to look like tablets, and have even included scratch-offs and coupons inside. The possibilities are endless!
But how exactly do you use a Flapper?
Here are a few tips to get you started:
If you’re using our French Door style (i.e. the one with a vertical front opening)…
1. Starting on the front side of the Flapper, fold open until the left and right flaps are folded back to display the second message panel.
2. Continue following the natural folds of the paper until you get back to your original panel.
If you’re using our Dutch Door style (i.e. the one with a horizontal front opening)…
1. Starting on the front side of the Flapper, fold open until the top and bottom flaps are folded back to display the second message panel.
2. Continue following the natural folds of the paper until you get back to your original panel.
Click here to visit our Instagram feed and see the Flapper in action.
Ready to design yours? Take a look at our Flapper How To Guide then let us send you one to play with and inspire you!
Have you have fallen prey to the urban myth that QR Codes are dead? There are plenty of designers and industry pundits who think these 2D mobile barcodes clunky and out of date, but if you look at the data, the death of QR Codes couldn’t be farther from the truth. Consumers are actively using QR Codes to get coupons, access detailed product information, watch promotional videos, and take other steps that move them toward a purchase. And the companies which are finding the right list of banner sizes and placing their QR-codes on them have seen a constant rise in the chatter and sale of the company product. If you’ve “moved on” from QR Codes, you’re abandoning a critical tool for building your business.
Let’s look at three facts about QR Codes that every marketer should know.
QR Code scanning is on the rise.
According to ExactTarget, 34% of smartphone users in the United States have scanned a QR Code while shopping in-store (ExactTarget Mobile Behavior Report 2014). This rises to 46% of those who own tablets. This doesn’t include people scanning QR Codes on direct mail, posters, in-store displays, packaging, and magazines. In fact, when ExactTarget asked about scanning coupons or QR Codes, it found that 43% of consumers had done so.
Can we quote Mark Twain here? “The reports of my death have been greatly exaggerated.” As you watch the data, sure, the growth rate of QR Code adoption is slowing. But that’s not unusual for a maturing technology.
QR Code scanning frequency is on the rise, as well.
In 2014, Scanbuy data showed 4.0 scans per person. In 2015, this rose to 4.3. That’s growth of 7.5%.
Among the most common uses for QR Codes are accessing coupons, downloading mobile apps, and accessing product information.
ExactTarget found that 56% of men and 39% of women have scanned QR Codes to gain quick access to information. Scanbuy found that when consumers are interested in a new product, 20% will scan a QR Code.
We could go on and on, but you get the point. QR Codes remain a cost-effective way to reach a high percentage of the mobile population. Here’s how to do it right:
Make the code highly visible on the direct mailer, in-store signage, packaging, or other channel.
Provide instructions on using the code, and perhaps more importantly, the value the consumer will gain from scanning it
Do you ever stop and wonder how our decisions are influenced?
I do, I’m a marketer after all. These days it seems like we’re being bombarded with trends trying to get us to buy or do something. We can’t browse our Facebook feed without being distracted by bizarre videos of the Brazilian “burning hair” treatment, the horrifying aftermath of the “Kylie Jenner Lip Challenge,” or the most recent one sweeping Instagram, “Sunburn Art.” While we do not personally recommend any of these, we’re all about standing out.
How you market your product or idea directly impacts whether or not people will choose it. So, to help you out, we’ve done a little research, combed thru all the weird stuff on the Internet, and came up with 4 marketing trends that are on the rise.
1. More Personalization
We all know the saying that goes, sometimes through gritted teeth, “the customer is always right.” It’s certainly safe to say the customer is in charge. When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.” Nearly three-fourths (74%) of online consumers get frustrated with Web sites when content appears that has nothing to do with their interests (CMO, 2015). With all the different benefits technology can provide, personalization is more popular than ever. Targeting your products and ads directly to your customer’s specific needs is a strong marketing trend and it’s on the rise.
2. Multichannel Communications
Business icons flat vector illustration Communication
Print, direct mail, URLs, social sharing, email, mobile app push, SMS… really, the possibilities are endless. The world is your oyster when it comes to all of the ways you can communicate, and the statistics speak to its effectiveness.
60% of multichannel marketers reported increases of more than 10% in revenue that are attributed to marketing programs. – Forrester (May 2012) “The Multichannel Maturity Mandate.”
86% of marketing professionals agree that successfully integrating multiple channels under a single integrated marketing strategy is crucial to their long-term success. – Forrester (May 2012) “The Multichannel Maturity Mandate.”
Tip: Want to add some extra staying power to the print portion of your multichannel marketing? Use dimensional for your direct mailer.
There are a lot of comebacks being made recently. Fanny packs, Doc Martens, and my personal favorite – jelly shoes.
But that’s not all. Getready marketers, because even in this digital age, print is making a comeback – and with a vengeance. Anything can be added to print: lights, sound, video, the list goes on. Print isn’t just paper anymore. Also, who doesn’t love getting real, tangible, paper mail? Direct mail marketing yields, on average, a 13-1 return on investment ratio (DMR, 2015).
Rolling Stone Chuck TV Show Insert & Kiosk, Structural Graphics
There you have it, 4 marketing trends on the rise — and you know what they say about 2, 3 and 4: two’s company, three’s a crowd and four is a party. Get the party started at www.structuralgraphics.com.
Whirlpool’s 360-degree approach to marketing, incorporating web, TV and print, has made it’s brand presence more relevant and attractive to consumers in the home appliance marketplace. Continue reading →
