Every year, the Advertising Specialties Institute comes out with its Ad Impressions Study. As always, the results are informative and often eyebrow-raising.
Understanding your customers' vertical markets can elevate you from being a commodity supplier to a trusted partner in the business-to-business marketplace. This is critical in today’s competitive marketplace, where personalized, relevant communications are crucial to success. In your next marketing communication, having a more profound understanding of your customer's vertical market can help you in three key ways…
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.
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.
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”!
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.
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!
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.
If you think an envelope is an envelope, you might want to think again. There are many types of envelopes, and each has different benefits for different purposes. Some open on the short side of the envelope, for example, while others open on the long side. Each type has different lengths of flaps and placement of seams that impact its functionality, such as how the envelopes run through inserters or how graphics can be placed.
