­What Differentiates the Fastest Growing Companies? Personalization!

Want to build your business faster? Personalize! According to McKinsey's “Next in Personalization” report, the fastest-growing companies drive 40% more revenue from personalization than their slower-growing counterparts. Furthermore, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. Personalization isn’t just icing on the cake anymore. It’s a must.

Other benefits of personalization include:

• Greater brand loyalty.
• Greater likelihood of recommending the brand to others.
• Greater chance of engaging with the brand on social media.

What might consumers do if the content needs to be more relevant? Increasingly, consumers say they would stop paying attention to the brand’s messaging and would be less likely to purchase. Consumers also say they would be much less likely to recommend the brand to others and stay loyal; some might even stop using it.

But be careful not to overdo it. Studies also consistently show that when messaging is over-personalized, shoppers find it creepy. When personalized content is over the line, they are less likely to purchase.

Finding the line between the two can be delicate. Consumers want their communications to be relevant but don’t want to feel that their privacy is being violated. For example, if someone’s lease is about to expire on the family sedan, and you know from third-party data that they recently had a new baby, you might want to say, “Is it time for more legroom? Check out the great new features we offer on our 2023 minivans!” You don’t want to say, “Hey, it looks like your family is expanding! When your lease expires at the end of the month, why not upgrade to a bigger ride?”

Need help developing relevant communications that your customers and prospects want to hear? Let one of our brand development experts help.

 

5 Tips for Headlines That Get Results

When someone receives a direct mail piece or an email, what is the first thing they see? The headline or subject line! The success of your marketing effort hinges on the power of those words to hook your audience and draw them in. If your audience never gets past the headline, it doesn’t matter how great the offer is. They’ll never see it.

Here are five tips for writing headlines that engage your audience and make them want to read more. 

1. Think “action.” Use words that evoke imagination and create a sense of movement. Avoid generic phrases like "Climb the Mountain!" and opt for more active ones, such as "Attack the Mountain!”

2. Leverage numbers. People are always looking for easy ways to get information quickly, so using numbered tips can be an effective way to grab their attention. For example, if you're selling heating and cooling equipment, try "Three Reasons Your Air Conditioner Might Fail This Summer," or if you sell men’s wear, "Five Ways to Make a Woman Look Twice."

3. Stir emotions. While some people may buy something because of necessity, most purchases are made due to desire or perceived need. To capture this emotion, focus on headlines that ask questions or present solutions in surprising ways. Examples include "Six Ways You Think You Are Keeping Your Kids Safe (But Aren't)” or “Is Your Home Safe from This Toxic Gas?”

4. Support with data. Data is always more convincing than words alone. If you incorporate credible sources and statistics into your headlines, recipients are much more likely to pay attention. For example, a study conducted by Conductor found that readers were 36% more likely to prefer headlines with numbers over other types of hooks.

5. Work backward. Visualization can be a powerful tool in marketing. Before sitting down to write anything, take some time to consider your desired outcome for the campaign. Visualizing the desired result can provide valuable insight into how to craft a headline that will get you there.

Creating powerful headlines and subject lines is part art and part science. Whatever approach you use, create multiple versions of each and test them against controls. If you get stuck, give us a call. We can help!

How Great Marketing Is Like a Great Sports Team

To achieve optimal outcomes from your marketing campaigns, consider your channels as if they were members of a sports team. While each one—such as direct mail, email, or wide format—can be influential, their combined efforts will bring the best results. To make the most out of your multichannel approach, here are three steps to creating a great “team”!

1. Gear up! All your marketing channels represent your brand, so whether they are print or digital, as small as a mobile phone screen or as large as a billboard, they should still have a unified look. Think of it as wearing the same “team gear.” Even if it's not possible to maintain 100% color consistency between digital and print channels, you can achieve a unified brand look by ensuring that images, color schemes, and messaging match across the different platforms.

2. Put the right players in the correct positions. Sports teams have different positions for a reason. Sure, the NBA point guard can hit three-pointers all day long, but you’re not going to ask him to grab rebounds off the rim. For that, you want your 7’1” center with a 7-foot wingspan. So it is in marketing. Each channel has its strengths. Know these strengths and place each channel in the marketing line-up where the entire team will benefit most.

3. Play to the audience. Midwest NFL fans aren’t going to respond to the New England Patriots the same way they do the Minnesota Vikings. Likewise, not every demographic will respond the same way to every channel. For example, you’re not going to engage many retirees with text marketing. Plus, the mix is constantly changing. It used to be that only teenagers and college students used Facebook. Now they’ve moved to Snapchat and TikTok, and older demographics, businesses, and organizations use Facebook.

Want your multichannel marketing team to produce a championship-style win? Identify your marketing objectives, maintain brand consistency, and ensure each channel is in the right position to maximize its effectiveness for the team.

Need help? Let’s chat!

Print and Digital Marketing: Power Through Reinforcement

Like peanut butter and jelly and superheroes like Batman and Robin, print and digital marketing channels are both strong and effective on their own. Yet, they also work better together. Why? Any time you reinforce your message with multiple touches across different channels, you have a greater chance of getting noticed and moving people to action.

Plus, print and digital play different roles. Email is great when you need people to respond immediately (such as a flash sale), while direct mail offers may have a shelf life of days, weeks, or even months. Email gives you a bump in orders immediately, but those orders will tail off quickly. With direct mail, people tend to hang onto mail pieces longer, and those orders continue to roll in longer.

What does this look like in action? Let’s look at three examples.

·       As each outdoor season changes, an outdoor equipment store keeps its customers apprised of new equipment as it comes into the store. Several weeks after the arrival of new stock, it sends out direct mail pieces with special offers to incentivize customers who still need to make a purchase.

·       A high-end jewelry store uses its email list to inform customers about its new collections. The store then follows up with physical catalogs containing more detailed descriptions and stunning images, highlighting the intricate details in the new jewelry using special coatings and treatments. Email alerts customers to new arrivals, and catalogs give customers the full effect of these pieces' beauty.

·       A boutique clothing store uses email to announce the latest seasonal collections, driving customers to the website to purchase while simultaneously sending out direct mail postcards or physical brochures with detailed images and descriptions of the same arrivals. This approach allows the boutique to reach both online and offline shoppers and increase its visibility in both digital and physical spaces.

There are as many ways to combine direct mail and digital marketing as there are different marketing goals. Which one is right for you?

Envelope or Postcard? Which Format Works Best?

Direct mail is a powerful tool, but it’s not one-size-fits-all. There are different formats, and there are pros and cons to each. Let’s look at some differences between the two most popular formats: envelopes and postcards.

Why a Postcard?

1. Postcards are inexpensive. These powerful mini billboards pack a powerful punch in a small space. Write concisely and use bullets, images, and graphics to tell your story.

2. Postcards are quick and easy to send. Because of their simple format, postcards can be produced very quickly and require little lead time. They are great for spontaneous offers.

3. Your message gets through faster. Because postcards don't require the recipient to open an envelope before seeing your message, recipients immediately see the basics of your offer.

4. They enable high-quality colors and special finishes. Most envelopes are black-and-white, making a full-color postcard stand out quickly. You can also use special finishes such as spot or gloss coatings not available for thinner papers.

5. They make great follow-ups and reminders. A well-produced postcard can boost response rates to other campaigns, whether digital or print. If someone doesn’t respond to an email, nudge them with a postcard. It only takes a glance to be reminded of a renewal deadline, an upcoming appointment, or an expiring offer.

Why an Envelope?

Envelopes cost more to produce and mail than postcards, and lead times are generally longer. But there are some significant advantages to them, as well.

1. More detail and better storytelling. The typical envelope mailing contains an outer envelope, letter, brochure, optional lift note, and reply card. A letter alone can convey much more information than a postcard, and using multiple elements within the envelope gives recipients an even deeper look.

2. Readers are more engaged. Opening the envelope, in itself, creates a level of engagement not present with postcards. Once they choose to open the envelope, recipients are already more invested in your message.

3. The mailing feels more personal. Envelopes inherently seem more personal than postcards, primarily when you use real stamps.

4. You can offer greater privacy and confidentiality. Buyers love their privacy. Envelopes protect their personal information and provide confidentiality.

Be sure to test each format with different campaign goals. You can think you’ve got your usage right, but the proof is in the testing.

5 Reasons Wide-Format Graphics Create BIG Impact!

Want to get attention? Wide-format graphics are the perfect opportunity. If you send an email, it needs to get read almost immediately, or it will disappear underneath the hundreds of others that come in behind it. But window graphics, wall coverings, and signage are hard to miss. If you want guaranteed attention, go big!

What do you need to know about wide-format graphics?

1. Wide-format graphics are highly custom.

Wide-format printing is the perfect way to create something truly unique and eye-catching. Unlike other forms of print marketing, wide-format projects tend to be ultra-short runs or even one-offs. This lets you think, “wow!” rather than run length. Whether you’re looking to create an attention-grabbing banner for your next tradeshow or a limited-edition piece of art for your wall, use wide-format printing to make a statement.

2. They create the perfect business fit.

Because these projects tend to be produced in very short runs, they are custom designed for individual applications and needs. That's a good thing because you need a project as unique as you are. Don't waste time with bland solutions. Create something special.

3. They can be used everywhere — from floor to ceiling.

There's more to wide-format projects than just signs and banners. You can use them for all sorts of unique applications, including floor graphics, vehicle graphics, and building wraps. With the right imagination, the possibilities are endless.

4. Wide format can be highly embellished.

Wide-format projects don't have to be flat vinyl. Many wide-format printers can print, score, kiss-cut, and die-cut inline while adding embossing, varnishing, and unique finishes. New digital materials open different design and production options.

5. You don’t need to be an expert.

If you're looking to do a wide-format project, you need to take a few special steps— such as calculating the most likely viewing distance and adjusting the resolution to the final output size. But don't worry. Our experts are happy to help you with any questions you have.

If you want your marketing to make an impression, go wide-format! With endless opportunities for creativity, you can create unique, customized displays that catch attention and leave a lasting impression.

 

How to Choose Eye-Catching Packaging for Your Brand

Packaging is customers' first impression of your brand, so make sure it looks its best. Whether you're selling in chain stores or just in your small shop, shoppers will associate the quality on the outside (your packaging) with the quality on the inside (your product). Ensure your packaging is eye-catching, engaging, and reflects your brand's values.

Let’s look at five ways to create packaging that stands out.

1. Tap the power of color. Want to make sure your product is noticed? Give it a vibrant, eye-catching look using bold colors and mesmerizing metallic effects. Or indulge in classic nostalgia with subtle black-and-white designs or vintage faded themes. Retro never goes out of style!

2. Give your packaging the "wow!" factor it deserves. Add extras like specialty coatings, unique finishes, and eye-catching embellishments. It will make a memorable impression with customers reaching for yours over others.

3. Break your product lines into targeted segments. For example, in areas with high percentages of Spanish speakers, grab attention by using bi-lingual text. Or target different demographic groups with the aesthetic you choose. For instance, young adults often respond well to bright colors and funky graphics, while seniors prefer simpler designs with muted colors.

4. Emphasize sustainable values. Highlight sustainable packaging features such as reusability, recyclability, and eco-friendly materials. This appeals to customers' environmental consciousness and makes them feel good about buying your product.

5. Use unique shapes. Take advantage of unique shapes. These special features ensure that your product catches potential customers' attention, whether it’s something as simple as a custom curve or an intricate die-cut that allows the customer to touch and feel the product inside. Once they pick up and handle the package, you will likely make a sale.

Does your product packaging need a facelift? With a little effort and creativity, you can ensure that your packaging not only looks great but also reflects the high quality of your products.