3 Lessons on Growth During Uncertain Times

When economic times are uncertain, different businesses take different strategies. Some tighten the belt, hunker down, and wait for things to improve. Others see opportunities. When their competitors pull back, they invest so they are way ahead when times get better.

This strategy sounds good, but does it work? History says it does. Research from Harvard Business Review (HBR) found that, during the past three U.S. recessions, 91% of businesses struggled, while 9% thrived. What did these successful businesses have in common? Marketing! HBR found that, during recessions, successful businesses differentiated from non-successful businesses by maintaining their commitment to marketing, staffing, and pursuing operational efficiencies that would benefit them for the long term.

What happens when they don't? HBR offered one cautionary tale:

[During the 2000 recession,] Office Depot cut staff by 6% to cut losses for the near term. Staples hired more staff and looked for opportunities to improve operational efficiencies and invest for the long term. As a result, Staples’ sales doubled at the end of the 2000 recession and were substantially higher than Office Depot’s sales, billions ahead of Staples before the recession.

How can you apply these lessons to your marketing? During a slow-down, use the time to do the following:

1. Invest in technology. Improve operational efficiencies by eliminating repetitive tasks. For example, move repeat jobs or those requiring limited changes into templates stored in an online marketing portal. This saves time, lowers costs, and reduces errors.

2. Expand your channel mix. When you want to steal market share from a competitor, you need to saturate the market with all of the available channels—direct mail, email, social media, and wide-format graphics. Be everywhere!

3. Invest in data. Do a deep clean on your data to use only the most up-to-date information on your target audience. Invest in additional data, if necessary, to make your targeting even more effective.

As the saying goes, “When the going gets tough, the tough get marketing!” Commit to a long-term strategy. Use the time to make strategic investments. Then, emerge on the other side of challenging times even stronger and more profitable.

When Does Print Marketing Beat Digital?

Print and email are powerful tools for getting information out there quickly or engaging your audience on a frequent or programmatic basis. But when you want to communicate with your audience at a deep and emotional level, you want to turn to print.

The reasons have to do with the way our brains are wired. The human brain processes information on a physical, tangible page differently than on a digital page. It’s why print is loved by all age groups, from Gen Zs to Baby Boomers—it’s physiology.

Let’s look at one study conducted by Temple University. Using fMRI brain scans to compare the brain’s response to digital communications vs. paper, the researchers found that both print and digital ads increased the reader’s engagement (the amount of information they process or absorb from an ad), memory retrieval (their ability to accurately remember the advertising source and content); and their purchase and willingness to pay.

However, the study found that physical ads outshone their digital counterparts in the following metrics:

·       Review time: Amount of time spent with an ad.

·       Stimulation: Emotional reaction to an ad.

·       Memory speed and confidence: Ability to quickly and confidently remember advertising sources and content.

·       Desirability: Subconscious desire for the product or service.

·       Valuation: Subconscious value a participant places on the product or service.

This is why print is so effective when selling products with a strong emotional connection or needing to be more deeply considered over time, such as luxury goods, home décor and furnishings, travel and hospitality services, and fine dining and culinary experiences. Our brains are wired to receive that information readily in print.

Other benefits print has over digital marketing:

·       56% of customers see print to be more trustworthy.

·       More than 92% of 18-23-year-olds find print more straightforward.

·       Response rates are 37% higher than email marketing.

No wonder 62% of customers respond to direct mail and purchase within three months.

Email is great for quick communications—flash sales, tips and tricks, regular audience engagement—while print is optimized for the more considered sale.  Print has more uses, of course, but these findings show why print is the way to go if you have a higher-end or more complex product.

Bridging the Digital Divide: The Vital Role of Print in Reaching Everyone

In today's digitally driven world, it's easy to assume that everyone is connected, but the reality is quite different. Millions of Americans still lack access to high-speed Internet—42 million Americans, to be exact. (The FCC defines “high-speed” as download speeds of at least 25 Mbps and upload speeds of at least 3 Mbps.) This underscores the importance of keeping print in the marketing mix. Printed marketing materials like postcards, sales letters, and other direct mailers reach every American, regardless of their Internet connectivity.

Where Is the Divide?

When we think about the digital divide, we tend to think about rural areas, but the lack of high-speed connectivity isn't just a rural issue. It impacts a diverse range of communities and demographics. Those most likely to lack high-speed Internet access include:

Rural and tribal communities: Remote areas often suffer from limited or no high-speed Internet infrastructure, leaving residents with slower and less reliable connections.

Low-income households: Internet service can be costly, making it a luxury many low-income families cannot afford.

Senior citizens: Older individuals may be less tech-savvy and have limited access to digital resources.

Minority groups: Disparities in Internet access disproportionately affect minority communities, exacerbating existing inequalities.

People with disabilities: Those with disabilities may require specialized technology or face accessibility barriers when using the Internet.

Printed Marketing Materials: A Universal Reach

Amidst this digital divide, printed marketing materials reach every American, regardless of their Internet access or tech proficiency. In essence, they bridge the digital gap. Print is also dependable. It relies on something other than a stable Internet connection, ensuring that your message is delivered consistently.

In a world where the digital divide persists, print remains a reliable and inclusive way to engage with your customers and prospects. By recognizing the importance of this channel and employing the right strategies for creating relevant, engaging communications, you can ensure that your message has the most significant impact!

Signage Solutions: So Many Choices!

When it comes to signage, it is all pretty much the same, right? Not at all. Signs do more than just provide information. From retail storefronts to corporate events, campuses, and beyond, signage is pivotal in branding, messaging, enhancing visibility, and more.

Let’s tour the different types of printed signage and how they can be used.

1. Event Signage

Events are about creating memorable experiences; event signage is pivotal in setting the stage. When you enter an event with bold, strategically placed signage, branding is reinforced. It is more memorable. Types of event signage include banners, directional signage, backdrop displays, and floor graphics.

Tip: Use the same colors and brand themes in your postcards and email communications before the event to build brand recognition.

2. Wayfinding Signage

In large venues or complex facilities, clear, high-contrast wayfinding signage is essential for helping people navigate. Wayfinding signage includes directional signs, map displays, floor graphics, and ADA-compliant signs.

Tip: Don’t skimp! Clear, well-placed wayfinding signs and graphics can distinguish between visitors having a frustrating experience or a great one.

3. Outdoor Signage

Outdoor signage is often the first interaction customers have with a business. It should be big, bold, and easy to notice. Examples include monument signs, pylon signs, vehicle wraps, and sidewalk signs.

Tip: Optimize type size and resolution for viewing distance. (Ask us how!)

4. Marketing Signage

Retail signage is the storefront's face and voice, capturing attention and inviting customers inside. This includes storefront signs, window graphics, aisle signs, and point-of-purchase (POP) displays.

Tip: Keep the design simple and choose contrasting colors that stand out from the colors in the retail setting.

5. Corporate Signage

Corporate identity and branding are essential for businesses. This includes office lobby signs, interior branding graphics (signage throughout the office space that reinforces brand identity), and raised or 3D letters used for branding and interior décor.

Signage is a powerful tool. Whether it's attracting customers to a retail store, guiding attendees at an event, or enhancing the overall corporate identity, signage is an indispensable aspect of effective communication. Don’t overlook the power it can have.

Why Prioritize Customer Loyalty in Direct Mail Marketing? 3 Reasons

In a world where acquiring new customers often takes center stage, it's easy to overlook the immense value that loyal customers bring. Customer loyalty is not just a buzzword. It's a goldmine of opportunity. Let’s explore three compelling reasons why you should care about customer loyalty and how marketing to existing customers can be more profitable than seeking new ones.

1. It Costs Less to Keep Them.

Acquiring new customers can be expensive. It has been said that it can take eight or more touches before a prospect is willing to take action. Retaining existing customers is often far more cost-effective. Marketing to your loyal customer base allows you to nurture the relationship you've already established. Keeping your brand in their minds and hearts increases the likelihood of repeat purchases and long-term engagement.

2. Loyal Customers Are Your Advocates

Loyal customers are not just repeat buyers; they are your brand advocates. Customers who feel strongly connected to your brand are more likely to recommend your products or services to others. Word-of-mouth recommendations from satisfied customers can be a potent marketing tool, helping you acquire new customers through referrals. Direct mail campaigns targeted at your loyal base can reinforce their trust in your brand and encourage them to spread the word.

3. They Offer Increased Lifetime Value

Customer loyalty is an investment that keeps on giving. Loyal customers tend to have a higher lifetime value as they continue to engage with your brand over an extended period. They are more likely to explore your product or service offerings and purchase more. Direct mail marketing to existing customers can introduce them to new products, services, or promotions, extending their relationship with your brand and boosting their lifetime value significantly.

In direct mail marketing, focusing on customer loyalty is more than just about retaining current buyers. It's about unlocking profitability. Loyal customers are your most valuable assets. By nurturing these relationships, you can create a more profitable and sustainable marketing strategy that pays dividends now and over time.

Five Elements That Make Print Shine

In the ever-evolving marketing world, getting caught up in the digital buzz is easy. However, there's a timeless charm to a well-executed print campaign that captures attention and makes a lasting impression. Print has unique qualities that can elevate your direct mail efforts. Let’s look at five elements that make print special.

1. Texture: The Tactile Experience

One of the most alluring aspects of print is its tactile nature. The feel of a quality paper stock can engage the senses in a way that digital can't replicate. When recipients run their fingers over textured paper, it adds depth and memorable character to your message.

2. Scent: Evoke Emotions

Print has the unique ability to incorporate scents, turning a piece of mail into a multi-sensory experience. Infusing your direct mail piece with a relevant fragrance can evoke powerful emotions and trigger memories. For example, imagine the power of a bakery sending out mailers with the delightful scent of freshly baked bread!

3. Color: Vibrant and Impactful

Print allows you to use a rich palette of colors to capture attention and convey your brand's personality. Unlike the limitations of digital screens, print can reproduce colors with a vividness and precision that captures emotion, not just attention.

4. Incorporation of Video Through QR Codes

QR codes enable you to bridge the gap between print and digital by providing a direct link to video content. This interactive element allows recipients to engage with your message dynamically, providing a unique blend of the physical and digital worlds. QR Codes can do more than send people to web pages. They can launch emails, make phone calls, and add events to recipients’ marketing calendars.

5. Dimension in a 3D World

Print isn't confined to a flat screen. It has depth. Die-cutting, embossing, or even folding techniques can create dimensional elements that demand attention. When your direct mail piece pops out of the envelope or unfolds unexpectedly, it surprises and engages the recipient, making your message unforgettable.

Even in today’s digital world, direct mail holds a special place in buyers’ hearts. You can impact recipients at multiple levels by leveraging these five key attributes. So, don't forget about direct mail next time you create your marketing calendar.

5 Ways to Build Your Mailing List

Direct mail marketing remains a powerful and effective way to reach potential customers, especially when combined with digital strategies. But lists don’t build themselves out of thin air. You have to make them! How do you do that? Let’s look at five proven techniques to take your existing list, improve it, and boost your results.

1. Purchase a trade show attendee list

Trade shows are industry-specific events that attract decision-makers and potential clients. Acquiring an attendee list from crucial trade shows in your market vertical can provide you with a highly targeted audience. Trade show attendees also tend to be decision-makers, so this is a high-value add.

2. Purchase a Media List

Specialty magazines, including trade magazines, have well-defined target audiences; some may be willing to sell or rent their subscriber lists. These lists often come with valuable demographic breakdowns, making them effective tools for targeted marketing.

3. Tap Your Content Marketing

If you have a content marketing strategy, capitalize on it to build your direct mail list. For instance, if you offer an e-newsletter, ask recipients for their street addresses during sign-up. Similarly, when website visitors download white papers or case studies, prompt them to fill out an online registration form with an option to provide their contact information. By collecting this data, you can expand your direct mail list with engaged prospects who have already shown interest in your content.

4. Use Every Door Direct Mail (EDDM)

Every Door Direct Mail (EDDM) from the United States Postal Service is an affordable way to target households within a specific demographic radius. While EDDM lists do not include individual names, they are highly cost-effective. Not only are these campaigns inexpensive to mail, but once particular recipients respond, you now own those contacts and have their names.

5. Purchase a Cloned List

If you already have a productive direct mail list, consider leveraging it to create a cloned list. Start by creating a profile of your best customers based on demographics, interests, and buying behavior. Then purchase a list that closely mirrors this profile to expand your reach in your local area or help you move into a new one.

A successful direct mail campaign requires a great list. By utilizing the techniques discussed above, you can improve the accuracy of your targeting and reach new, high-value prospects just like them.