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Refresh Your Marketing Collateral for Maximum Impact

One often overlooked aspect of maintaining a solid brand presence is regularly refreshing your marketing collateral. From direct mail to marketing emails, here are five ways to update your design and keep it fresh.

  1. Update your colors.

Remember when almond used to be the “hot” color for kitchen appliances, and bathrooms were pink? Color trends change—in home décor and in marketing! When was the last time your color palette had a refresh? Check out the latest color trends and incorporate them. Consider seasonal trends or industry shifts when selecting new colors to stay ahead of the curve.

  1. Go heavy on the visuals.

In today’s visual-centric world, photos and graphics are more important than ever. High-quality visuals can capture attention and convey messages quickly. Refresh your marketing collateral with new, eye-catching visuals to breathe new life into your campaigns.

  1. Concise and easy-to-read text.

Keep your text concise and easy to read in the age of information overload. Use clear, simple language and break up large blocks of text with headings, bullet points, and infographics. This approach makes your message more digestible and improves readability across different devices.

  1. Use plenty of white space.

White or negative space is essential for creating a clean and visually appealing design. By incorporating plenty of white space, you can draw attention to critical elements and make your content more readable. Use graphics, bullet points, and shorter paragraphs to maximize white space and maintain a clean layout.

  1. Incorporate social proof.

Social proof, such as customer testimonials or reviews, can build trust and credibility with your audience. Buyers trust their friends and family more than they trust brands, so incorporating social proof into your marketing collateral can help persuade potential customers to take action. Consider featuring testimonials in your direct mail pieces or adding customer reviews to your website.

Refreshing your marketing collateral is essential for staying relevant and engaging with your audience. Design trends are constantly changing, impacted by cultural shifts, global events, and market dynamics, so keep things fresh and up to date. Design trends don’t rest, so neither should your creativity! Need help? Just ask!

Refresh Your Marketing Collateral for Maximum Impact2024-05-13T16:45:02+00:00

Elevating Your Brand’s Impact with Extra Dimension

How do you stand out when so many companies compete for the same customers? One way is through dimensional print. These innovative print pieces go beyond the traditional flat surface, offering tactile and interactive experiences that captivate audiences and drive engagement. From pop-up designs to textured finishes, dimensional print can take your marketing efforts to the next level.

Let’s look at some examples:

  • Pop-up designs: Pop-up cards, brochures, and mailers use intricate folds and cuts to create three-dimensional elements that surprise and delight recipients. For example, a travel agency could send prospects what looks like a flat mailer, but when it’s opened, the “flat” mailer pops into the shape of a cube. This not only creates delight and surprise but it gives the agency six total surfaces to promote a variety of enticing vacation destinations.
  • Textured finishes: Adding texture to print materials can create an authentic sensory experience. Embossing, debossing, and raised coatings can all be used to add depth and tactile appeal to business cards, packaging, and promotional materials. For example, many luxury cosmetic brands use soft-touch coating to create a sense of elegance and sophistication.
  • Interactive elements: Incorporating interactive elements into print materials can encourage engagement and create more memorable experiences. For example, consider adding a tear-away section to your next direct mailer to reveal a hidden message or offer.

Adding this extra dimension to your print marketing can increase engagement and drive sales. How? By doing the following:

  • Captivating attention: The unique and unexpected nature of dimensional print makes these materials stand out in a sea of flatness. This can help capture the audience’s attention and pique their curiosity, leading to increased engagement.
  • Creating memorable experiences: Dimensional print materials create more memorable experiences. As a result, recipients are more likely to remember the brand and its message.
  • Driving action: Because dimensional print increases interaction with the message, this can increase the likelihood that recipients will take action, such as visiting a store, making a purchase, or sharing the material with others.

Dimensional print offers a creative and engaging way to elevate your brand’s impact. By incorporating these innovative print pieces into your marketing strategy, you can capture attention, create memorable experiences, and ultimately drive increased engagement and sales for your brand.

 

Elevating Your Brand’s Impact with Extra Dimension2024-04-11T15:39:04+00:00

Sustainable Printing Is More Than Recycled Paper

Using recycled paper is essential in moving toward more sustainable printing, but it’s not the only one! For those who want to be friendly to the earth, here are five other ways to incorporate sustainability when designing and ordering print materials.

  1. Keep virgin fiber in the loop. While this might sound counter-intuitive, virgin fiber is a crucial component of the recycled paper stream. Recycled paper can only be recycled a limited number of times before the fibers become too short and weak for further use. Adding virgin fiber into the process is necessary to ensure that those papers maintain high quality.
  2. Use environmentally certified paper. Environmental paper certifications are granted to paper products that meet specific environmental standards. These certifications are awarded by independent third-party organizations and are based on criteria related to sustainable forestry practices, recycled content, and environmental impact. Some of the most recognized ecological paper certifications include the Forest Stewardship Council (FSC), the Programme for the Endorsement of Forest Certification (PEFC), and the Sustainable Forestry Initiative (SFI).
  3. Use environmentally friendly inks and coatings. Water-based and vegetable-based inks and coatings are typically made from renewable resources or recycled materials, reducing their environmental impact compared to traditional petroleum-based products. They often contain fewer of the volatile organic compounds (VOCs) that are harmful to both human health and the environment. Environmentally friendly inks and coatings are formulated to be biodegradable or easily recyclable, reducing their environmental impact after use. They are also less likely to contain heavy metals or other hazardous chemicals.
  4. Don’t laminate. If you’re specing packaging, try to avoid designs that require lamination. Once plastic film is laminated to paper, that paper becomes much more difficult for mills to depulp and reuse.
  5. Clean and de-dupe your mailing list. Nothing says “waste” like undeliverable mail. Keep your mailing list accurate, up-to-date, and free of duplicates for the lowest environmental footprint.

Sustainability is more important than ever, and there are so many different ways you can approach it. Using any of these steps will move you toward more earth-friendly print marketing, and for the best results, talk to us about using a multi-pronged approach!

 

Sustainable Printing Is More Than Recycled Paper2024-04-11T15:35:05+00:00

5 Situations Where Print Media Outshines Digital

In today’s digital age, it’s easy to overlook the enduring impact of print media. While digital marketing offers unparalleled reach and flexibility, there are certain situations where print simply outshines its digital counterparts. Here are five scenarios where print comes out on top.

  1. When it needs to last. Print materials have a physical presence that can last for months or years, making them ideal for content that must withstand time. Unlike digital content that can be easily overlooked or deleted, a well-designed print piece can continue to make an impression long after receiving it.
  2. When you need to make a statement. Print has a tactile quality that digital simply can’t match. A beautifully designed brochure or a high-quality, embossed business card can make a strong statement about your brand and leave a lasting impression on recipients. This physical interaction can create a sense of value and importance that digital content often lacks.
  3. When you need to work around opt-in requirements. With the rise of GDPR and other privacy regulations, getting people to opt in to receive digital communications can be a challenge. On the other hand, print materials can be sent directly to individuals without their explicit permission, making them a valuable tool for reaching new audiences.
  4. When it absolutely, positively must get there. While email can be a quick and convenient way to send communications, there’s always the risk that it will end up in the recipient’s spam folder or get lost in the digital ether. With print, you can be sure that your message will physically arrive at its intended destination.
  5. When it’s location-specific. Print materials can be strategically placed in physical locations where they are likely to be seen by your target audience. Whether it’s a poster in a high-traffic area or a flyer handed out at an event, print allows you to take advantage of location-based marketing opportunities in a way that digital can’t replicate.

When marketing your business, think of the different marketing channels as various tools. Not every tool will be suitable for the job. While there are many situations where digital marketing is a highly effective and cost-effective option, other times, print is—hands down—the best tool in the box.

5 Situations Where Print Media Outshines Digital2024-03-14T19:08:58+00:00

How to Write Marketing Copy That Motivates!

Whether you’re creating an advertisement, a direct mail piece, or website content, compelling marketing copy can capture attention, evoke emotion, and, ultimately, drive sales. To achieve this, marketers often tap into six primary motivators that resonate with consumers deeply and personally. Let’s take a look.

  1. Physical Needs: At the most basic level, consumers are motivated by their physical needs for food, shelter, and clothing. Use clear, descriptive language that helps your customers visualize these needs being met. For example, a grocery store could list the fresh produce available that day. Or it could write copy that highlights the products’ freshness and nutritional value.
  2. Security: Everyone wants to feel safe. Tap into this motivator by focusing on how the product supports protection, safety, and reliability. For instance, if you are a car manufacturer, instead of simply listing the benefits of an extended auto warranty, you might provoke thought by asking questions like, “Where will you be when something goes wrong?”
  3. Love and Belonging: Humans are social creatures who crave connection and belonging. Marketing copy that speaks to the desire for love and acceptance resonates with consumers profoundly and personally. For example, don’t just list the amenities and activities in your elder care community. Include testimonials from residents touting the friendships and connections those activities have enabled.
  4. Esteem: Tap into this motivator of self-esteem and sense of worth by using language that evokes approval, independence, and status. For instance, a luxury car brand might appeal to consumers’ desire for status and prestige by using trigger words such as “elite,” “prestigious,” and “exquisite.”
  5. Self-Actualization: Who doesn’t want to reach their full potential? Use language that uplifts and helps customers visualize “the new you”!
  6. Altruism: Many consumers are motivated by a desire to “do good” and positively impact the world. For this audience, focus on empathy, compassion, and social responsibility. For instance, a sustainable fashion brand might use copy emphasizing its commitment to ethical sourcing and environmental stewardship.

Writing marketing copy that sells requires a deep understanding of the primary motivators that drive consumer behavior. By finding the right motivators and using language that taps into those motivators, you can craft copy that resonates with consumers’ needs and desires, ultimately inspiring action and driving sales.

How to Write Marketing Copy That Motivates!2024-03-14T19:04:37+00:00

Want More from Your Print Budget? Try This!

Direct mail is a highly effective marketing channel, but many marketing conversations must continue before they bear fruit. Your direct mail piece may prompt someone to visit your website, for example, but they often need another nudge. This is where retargeting comes in. Once a prospect visits your website, you can target them again (retarget them) on social media. This allows you to engage them further and complete the sale.

Retargeting is possible because once people visit your website, you can track their movements even after leaving it. Your target audience will be shown relevant digital ads on social media sites like Facebook based on the pages they visit.

Don’t Let Them Get Away!

Say you are a manufacturer of pool accessories. You have recently dropped your spring direct mail promotion and want to follow up with people who respond by visiting your website to look at fun add-ons like diving boards and slides. Buyers start flocking in, but most of them are only casual lookers. Some, however, are more interested. If they are curious enough to dive deeper into your product pages to look at the detailed specs, these are the buyers you want to capture.

For example, suppose buyers get to the details on your spiral slides but don’t make a purchase. In that case, you might retarget them with Facebook ads with real customer testimonials about how much their kids love the slide they are interested in. If they go further (say, they click through to the customer reviews) but still don’t make a purchase, you might target them with an urgent call to action that pops up in both their Facebook and Instagram feeds.

They grow up so fast! Use this 20% off coupon to turn your pool into a water wonderland they will NEVER FORGET!

Keep the Conversation Going

You make a significant investment in pulling people into the sales funnel, so keep the conversation going until they are ready to purchase. Retargeting makes the most of your investment in print marketing and can be a vital component of any lead-nurturing strategy.

 

Want More from Your Print Budget? Try This!2024-02-08T21:53:59+00:00

Why the Upper Left-Hand Corner of the Envelope Is Critical to Your Marketing Success

Where is the most critical area of the direct mail envelope besides the mailing address? The upper left-hand corner. Yes, where you put the return address! How you use this humble section of the envelope can be the deciding factor in whether someone decides to open your envelope or not.

Why is this space so important?

  1. It’s where customers recognize you. If the mailer is to someone you already do business with, they will often open the envelope simply because of that relationship. Even if they do not have an immediate need for your product or service, they will often open it because it is you. Play up that relationship and make sure your company is clearly identified. Add your logo, use brand colors, and ensure you can be recognized, even from a distance.
  2. It taps your brand reputation. Even if the recipient has not done business with you in the past, if you are a well-known brand that the recipient respects, they will often open the envelope out of curiosity. This is why brand-building is so essential. When you invest in building your brand, customers will often open an envelope simply because your brand has become familiar and they have a positive association with it.
  3. It’s where their eyes go naturally. In English, we read from left to right, so the upper left is where people’s eyes will naturally go first. This makes the upper lefthand corner the perfect place to add attention-getting techniques such as images, colorful brand logos, and callouts. Some companies have even added the signatures of celebrities. One nonprofit, for example, gained permission to use the signature of actress Natalie Portman above its logo to attract attention. If you go this route, ensure you have the correct permissions and that the signatures (or images) relate to the product or service you are marketing.

Take advantage of this powerful area of envelope real estate. Use it to create an emotional connection and tell a story, even before the envelope is opened.

 

Why the Upper Left-Hand Corner of the Envelope Is Critical to Your Marketing Success2024-02-08T21:52:50+00:00

Mastering the Unboxing Experience

Some packages are just fun to open. Regardless of the product inside, the experience of just opening the box is exciting and makes us feel special. We know brands that are masters at this. Apple. Ulta. Glossier. These companies have mastered the art of “the unboxing experience.” (more…)

Mastering the Unboxing Experience2024-01-25T01:49:59+00:00

Curbing Customer Churn: 4 Key Strategies

Customer churn is part of the business for even the most successful companies. New customers come, and some customers go. The question isn’t how to stop customer churn. It’s how to reduce it. What are some of the ways you can keep churn to a minimum? Here are four steps to get you started.

Identify customers at risk.

The first step is to figure out who you are most at risk of losing. Identify your most “inactive” customers. Who hasn’t purchased from you in a long time? Look for commonalities among them. For instance, if most are concentrated in a specific geographic area, ask yourself why. Are the demographics in that location changing? Is a new competitor moving in?

Assess your communication frequency.

Sometimes, customers churn simply because you aren’t communicating with them often enough. Don’t bombard them, of course, but don’t let customers slip through the cracks due to infrequent outreach.

Want to know why they are leaving? Ask!

Once you have identified your most inactive customers, create a plan to re-engage them. As part of this plan, send surveys to gain insights into why they are disengaging in the first place. Offer incentives to participate. If customers don’t respond to your surveys by email, follow up with direct mail. Print communications don’t get caught in spam filters and are more likely to be opened and read.

Recognize and engage your top customers.

One of the best ways to reduce customer churn is to keep active customers happy. Pay attention to them. Offer insider deals, and tell them, “Thank you.” Everyone likes to feel noticed and appreciated. Make your best customers feel valued by offering them something special.

Customer churn is a part of business, but high customer churn doesn’t have to be. So engage both groups—lapsed and engaged customers—each in their unique way. Sit down and create the right channel mix, with the right messaging and offers, to address the specific needs of each group. Then, watch your churn rate drop.

 

Curbing Customer Churn: 4 Key Strategies2024-01-12T20:12:12+00:00

Is Personalized Print Over-Hyped?

We hear a lot about personalized printing—addressing recipients by name and tailoring the content based on what you know about them. This approach takes additional time and expense, including refining and analyzing marketing databases, creating customer profiles, and developing messaging for personalized communications. Does it make a difference?

According to the recipients themselves, the answer is a resounding yes!  Research from Epsilon, a provider of third-party data, has found the following:

  • 90% of consumers see personalized communications as “somewhat” or “very” appealing.
  • 80% of consumers say they are likelier to do business with a company that offers personalized experiences.
  • 75% of consumers say it is “very cool” when they receive personalized offers.

According to Epsilon, consumers are very willing to provide personal information when they know it will be used to benefit them, providing personalized offers, product recommendations, and deals. More than two-thirds (68%) agree that “it is worth giving my personal information to a company” in exchange for these benefits.

Do consumers feel confident that their personal information is secure? More than half (57%) say yes.

Consumers not only desire personalized experiences, but they do so because they expect those experiences to provide them with tangible benefits and are willing to trade some of their privacy to get them.

So, is personalization worth it? Consumers themselves are telling us yes! So, if you’re still on the fence about this investment, let the resounding consumer verdict guide your decision. Personalization is a strategic investment that yields tangible benefits and customer trust, and that is worth the investment…in spades.

Is Personalized Print Over-Hyped?2023-12-07T21:05:43+00:00