What’s So Great About Event Marketing?

Event marketing is a powerful tool because it offers a unique opportunity to engage with potential customers and create memorable experiences that leave a lasting impression. Direct mail, email, social media, and other marketing channels play essential roles in your marketing mix, but in-person events offer something unique that other channels don’t. They allow attendees to interact with the brand and experience it firsthand.  

Here are three reasons you want to incorporate event marketing into your marketing toolbox.

1. Events make it more personal.

Does your brand have a personality? You bet! Events allow you to showcase that personality and connect with your customers personally. It makes your company feel, well, more human. People like to buy from people, so get buyers to engage with your brand at in-person events, and you will increase sales and win their loyalty.

2. Events make products more memorable.

In-person events offer a multi-touch, multi-sensory experience that profoundly embeds information in customers’ memories. This is what makes trade shows so powerful. Studies show that attendees who have physically interacted with a product (such as in a product demo) are more likely to remember that product and retain it in more detail than products they learned about in a passive environment.

3. Events let you learn more.

Events are great for meeting people, learning more about your customers and prospects, and gathering the information you can use in marketing long after the event. Use registration forms, interactive booth or seminar games, badge scanning, and other techniques to gather as much information about attendees as possible. After all, they have pre-qualified themselves as high-value leads just by being there, so take advantage of this opportunity!

Want to learn more about event marketing and how to use booth graphics, displays, and marketing collateral to support your event marketing efforts? Let us show you how!

 

 

 

Get Those Envelopes Opened! 9 Tips

What’s the secret to boosting great response rates to direct mail? Getting recipients to open the envelope! The best-written sales letter can’t work until the recipient opens the flap. Here are nine tips for piquing recipients’ interest and engaging their curiosity.

1. Get creative. Try new substrates, such as smooth, heavier stocks that show off your colorful designs or textured stocks that offer a high-end feel. So many options — vellum, glassine, polybag-type envelopes — try them all!

2. Go big! Consistently, oversized envelopes get higher response rates than #10 envelopes. Larger pieces stand out in the mailbox, and with their oversized dimensions, people can’t help but wonder what’s inside.

3. Go windowless. Window envelopes are often used for statements and bulk mail, so a plain, windowless envelope is more likely to get opened.

4. Use teasers and other on-envelope messaging. Consider placing dynamic messaging on the envelope's front, back, and even inside. Your copy should provoke curiosity but not give everything away.

5. Mix it up. Keep mixing up your messaging and design. Each time you send a mailing, it should feel fresh and new.

6. Add a personal touch. Make the recipient feel special. Whether it’s through personalized printing, using a legible script font, or actual handwriting, give it that personal touch.

7. Use an actual stamp. Recipients notice when you use genuine stamps. It tells them this isn’t just another bulk mailing and piques their curiosity.

8. Put it between the T’s. Unless you want a campaign to drop on a Monday or Friday, the best open rates tend to be Tuesdays, Wednesdays, and Thursdays. Shoot for these days for your in-home windows.

9. Don’t over-saturate. Six weeks is a reasonable interval between mailings. This way, you stay fresh in your prospects’ minds without becoming a nuisance.

Envelopes offer many creative possibilities, making them a versatile and effective tool to convey your message. For the greatest success, embrace your creativity, tailor the encounter, and experiment with fresh ideas now and then!