What Happened to Summer? Back-to-School Marketing Starts Earlier Than Ever

Back to School Marketing
The temperature is soaring, steaks sizzle on the grill, and kids play in the pool, but not everyone is thinking summer. Back to school season is starting earlier than ever for big retailers and the impact trickles over into all aspects of marketing. Both Office Depot and Land’s End launch back to school campaigns at the start of summer – in some cases before school even ended in some parts of the country.

This is a change even from last year; according to AdAge, 2016 saw back to school marketing head into full swing around the middle of July. Time magazine cites the need for retailers to make as many revenues as possible during the highest spending periods as the reason Black Friday, Halloween, and Back to School promotions are being scheduled earlier than ever before.

When does Back to School Begin?

Big retailers working on the premise that earlier is better have begun pushing back-to-school marketing back each year. Back to school is big business for retailers, since it is worth about 78 billion; it is second only to the major holidays for revenues, according to AdAge.

How Early is Too Early?

Office Depot’s back-to-school advertising rolled out June 25 of this year, a full three weeks earlier than 2016’s July launch. Other retailers are following suit, but there is some consumer backlash against the early push. Lands’ End received public criticism on social media when their back-to-school catalog dropped while kids in many parts of the country were still in school.

“We got your #backtoschool catalog in the mail. Our kids still have two weeks of school left this year! #fail #marketing,” tweeted Greg Magin.

@GregMagin helpfully tagged his rant with #fail, #backtoschool and #Marketing, so it was seen by far more than just his followers. This backlash from consumers shows that a too-early launch can backfire. Right now, the sweet spot for back-to-school marketing seems to be right after the 4th of July through the end of the month.

Back-to-school marketing is all about timing. Being aware of this pitfall, and of the enormous potential of this busy season, can help you make the most of Back to School season for your brand and ensure your organization has a visible presence during this often overlooked marketing opportunity.

Make Back to School Time Count for your Brand

Positioning your Back to School promotions in July and working to build not only sales but also awareness can help place you in front of consumers when they’re ready to outfit the kids for the next school year. Since most consumers begin searching online well before they part with actual money, building awareness ahead of this busy season can help you get the results you want without irritating consumers.


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Why You Should Never Cut Corners in the World of Print Marketing

In business, to say that you should make every dollar count is an understatement. When dealing with uncertain economic times, budgeting decisions matter a great deal. Improving your profit margins and increasing your bottom line is always a top priority, which is why the instinct to try to cut corners to save a few dollars here and there is a natural one.

It’s also an instinct that you would do well to fight, especially when it comes to your print marketing.

Marketing is About Communication and Communication Matters

People who feel like it’s okay to cut corners with their print marketing are probably not understanding what their marketing collateral is supposed to do. If you look at a flyer or another piece of print material as only an information exchange, things like paper stock and print quality probably aren’t going to be high on your list of priorities.

However, those things should make the top of the list because print marketing is about more than just an information exchange. It’s about opening up a line of communication with your audience that will be mutually beneficial to everyone involved. It’s about creating a meaningful experience with a person, one that doesn’t just inform them about your product or service but that also gives you a competitive advantage.

As a “top-of-the-funnel” medium, print is important because it guarantees you the nearly undivided attention of your readers – the same attention they often give to magazine and newspaper content, as per the American Marketing Association. Why, then, do you think it’s a good idea to get someone to focus their attention on something that isn’t the best quality it can be? Is that the impression you really want to make?

That’s precisely the decision you make when you try to cut corners when talking about something as mission-critical as print marketing. If you can only make one first impression, it serves you well to make it the best one you can. Nothing makes a worse first impression than a low quality, easily ignorable piece of print marketing making their way into someone’s mailbox (or worse – your store window).

How to Save Money Without Sacrificing Quality

Instead of cutting corners across the proverbial marketing board, consider cutting out certain elements wholesale if you’re trying to stretch your budget as far as it can go. Take a look at your existing marketing channels and see what is working and what isn’t. Cut anything at the bottom of the list and funnel some of those funds back into your marketing so that you can double down on the print materials that are striking a chord with your target audience.

Not only will you still be able to save a little money, but the remaining print collateral that you’re using will come out all the better for it. Even one incredible piece of print collateral is more effective (and more important) than ten low-quality ones.

Investing in Marketing is an Investment in Your Business

A solid piece of print marketing collateral will not just get someone down off the fence and turn them from “potential buyer” to “customer.” Nurturing that line of communication at the right time can turn someone from “one-time customer” into “brand advocate” and beyond, too.

But that’s not going to happen if you cut corners on something this important. According to Quickbooks, inadequate marketing has been proven to stunt your business’ growth. Is that a chance worth taking, all in the name of saving a few bucks in the short-term? We certainly don’t think so.


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Social Media and Your Marketing Strategy

Women sharing social media images.

When you are trying to reach a wide demographic for your business, you must get on social media. By developing a following on social media and learning how to use text messaging to get customers interested in your brand, you’ll be on your way to building up a solid customer base.

Do You Have Followers on Your Facebook Page?

Most businesses use their Facebook page to post links to informative blog posts on their website or to share relevant news about their industry in general. To gain followers, you will need to get people to share the posts that you create and to gain interest by advertising your page. You can also gain followers by creating printed marketing materials that provide information on how to find you on Facebook. Almost all of your printed marketing products should contain information on all of your social media accounts to encourage customers to sign up.

Utilizing an Opt-In Texting Campaign

Think about how you currently communicate with your customers. In any business, the ability to ask questions and to get those questions answered quickly is important. When you create an opt-in texting campaign, you build a list of subscribers that you can send marketing materials to through text messages. You can grow this list of subscribers by creating a short code and printing it on your marketing postcards. For example, “To learn more about our business, text the word SHOP to 12345.” You can send text messages that point people to your social media pages and share links to your social media accounts that will allow them to sign up for your campaign.

Consider Trying Twitter

Twitter can be a very useful platform for your industry once you can gain an audience and you learn how to strategize hashtag phrases. If you’ve ever seen a person write a status on Facebook such as “I love my dog, #labsrule, #dogsarethebest, #familypet,” these hashtags do more than confuse people who don’t know what they are. Hashtag use started on Twitter, and this is one way people follow industry news. People can search hashtags on Twitter. Anyone that types in “#labsrule,” or any of the other hashtags written, will see the post written by the Twitter user that wrote the hashtag after their post.

Try to engage your customers by asking questions or sharing interesting news either through social media links or text messages. If customers start commenting on posts, keep the conversation going by responding. The more you can get your customers interested in your brand on social media, the larger the following you will create.


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Lessons We Can Learn From Great Business Minds of Yesteryear

Old ford motorcar
Business leaders of yesteryear can teach us lessons even today. Cornelius Vanderbilt, who dominated shipping and railroads, John Pierpont “J.P.” Morgan, who built a financial empire on investments and banking, Mary Kay Ash, who founded the exceptionally successful company Mary Kay Cosmetics, and John D. Rockefeller, who founded Standard Oil as was America’s very first billionaire are all worthy of admiration and have lessons they can teach us. Today, though, let’s look at one businessman, in particular, Henry Ford.

Who Was Henry Ford And How Did He Make An Impact in The Country?

Henry Ford, born in 1863, was a U.S. Industrialist who revolutionized automobile production, which allowed his company to mass produce cars, thus bringing the price down. This, in turn, allowed more regular folks to purchase cars and led to Ford Motors becoming hugely successful. In essence, Ford did more than creating a successful company; he revolutionized the entire transportation industry. Before his changes were implemented, most people were unable to afford such a luxury. Therefore, he took a product that was not widespread and made it applicable for the average consumer, thus changing the entire landscape of the country in several ways. Ford was able to achieve this success thanks to a few methods he applied within his business. These ideas are applicable to any type of business and can teach us as business professionals and entrepreneurs lessons on success even today:

  • Innovation is Everything: When it comes to innovation, Henry most certainly knew what he was doing. He utilized an assembly line technique that forever altered the way automobiles were produced. It’s worth noting that he was not the inventor of said assembly line. He only created an innovative way to implement the technique within his business. This is a great lesson we can learn from him today. You don’t have to come up with the idea or product in order to figure out a new way to utilize it.
  • Don’t be Afraid to Specialize And Offer Solutions to Undiscovered Problems: Henry Ford understood his market and specialized in it. He understood that it’s hard to find success when remaining too generic. He also understood his customer base better than they understood themselves. He was able to offer a product as a solution to a problem that his customer base didn’t even realize they had. He once stated, “If I had simply asked people what they wanted, they would have asked me for faster horses.”
  • Efficiency is Vital: Ford was such a believer in efficiency that he is credited with the creation of “Fordism.” This term basically describes a system of mass production that is both standardized and efficient. He understood the importance of keeping his workers productive and achieving a maximum output. He was able to do this, in part, by providing incentives. These incentives, which included a reduced workweek and better wages, resulted in worker loyalty and efficiency.
  • Don’t be Afraid to Learn Something New: Henry Ford once said, “Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young.” Henry Ford was personally committed to learning. He was never content to learn all he could about a subject and just stay there. He didn’t want to just “be,” he wanted to grow. This is likely how he was able to come up with such innovative ideas because he never got stuck thinking or acting a certain way. Instead, Ford was always up for a new challenge. We would do well to emulate this in our own professional lives.

There are countless other lessons we can glean from Henry Ford and other businessmen and women like him who revolutionized their industries and achieved amazing success. The important point to remember is that they all stepped out, took a risk, and believed in their goals. That is the foundation for any great success.


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How to successfully advertise your new mall location – a wall at the mall by Print It Plus that will catch everyone’s eye!

Master Pierce - wall at the mall 1

How do you make the difficult transition from a store front location in a mall that you have established over the span of almost 10 years, to a completely different location on the other side of the mall, without missing out on valuable potential customers? That is the tricky situation recently faced by long-time The Mall at Wellington Green tenant Master Pierce.

 

This successful professional body piercing store has recently had to move its location at the Mall at Wellington Green – and with the help of Print It Plus and their versatile wrapping capabilities, you will have no doubt where they are now. And thanks to this cutting-edge technology that is most often seen stylishly wrapped around vehicles, you can now cover a variety of many different surfaces even an otherwise plain wall at the mall pop out to all those who walk near it.

 

Relocating a store, even within the same mall, can be a dangerous proposition for a business with an established location. There are many variables to consider. And if you do not devise a successful strategy that clearly broadcasts the move and how to easily find your new location to every current and potential future client – it could mean the very survival of your business.

 

Not only must your clients know that you have moved AND are still open for business… but they must also know exactly how to find your new location as quickly and easily as possible. This eye-catching, unique wall covering is a great way to shout “WE ARE HERE!” in a big, bold, unique way that draws everyone to it who sees it.

 

Do you need to get more walk-in traffic into your store? Then a wall covering from Print It Plus that you help to create is a wonderful advertising tool for capturing people’s attention and draw them in.  These beautiful coverings are made with only high-quality material, so they are durable and UV-resistant.

Master Pierce - wall at the mall CLOSE UP

Print It Plus can cover practically any wall you want. Whatever the size of your wall, we can make it stand out and look amazing, which will draw more customers into your store. We also use this wrapping process to wrap any vehicle you want.

 

If you have a fleet of trucks or cars or buses or boats – or just your own vehicle. We can wrap the entire vehicle, or just put on a really cool looking set of decals.

 

And like all of our products and services you know that you are getting top quality workmanship, award-winning design and exceptional customer service from a company located right here in the West Palm Beach area with an almost 30-year track record of producing award-winning a wide variety of advertising, marketing and printing products. You can count on Print It Plus to make the look of your wall (and/or vehicles) exceed even your own vision.

 

At Print It Plus we help our clients with all of your branding, marketing and advertising needs including creating an eye-catching wall covering to help you convey the most powerful message consistently to help expand your company’s brand awareness and promote your business.

 

We also offer printing, mailing, direct mail campaigns, marketing collateral, variable data printing, promotional products and now secure web form services for medical offices.  It is our pleasure to service the entire Palm Beach County, Florida area and beyond including Royal Palm Beach, West Palm Beach, Wellington, Loxahatchee, Palm Beach, Palm Beach Gardens, Lake Worth, Boynton Beach, Delray Beach, Jupiter and Boca Raton.

 

Contact us today by calling us at (561) 790-0884, visiting our website at HTTP://WWW.PRINTITPLUS.COM or by emailing us at info@printitplus.com.

AR, VR, and Other Ways to Use Technology in a Print Campaign

QRticketsFrom the affordable headsets that take users into another setting or world via virtual reality to games like Pokémon Go and even children’s coloring pages, technology is impacting the way we live and seek out entertainment. It may seem like virtual or augmented reality is firmly fixed in the digital world (and therefore of no interest to those who create and use printed pieces), but a surprising amount of technology can be incorporated into printed media.

Augmented Reality and Printing

Augmented reality technology provides an overly to the “real world” you can see via your phone’s camera, adding digital elements to the space around you. Pokémon GO is the best recent example of AR in action, and retailers like IKEA also use it to allow you to see what furniture pieces would look like in your own home.

Adding AR elements to your printed pieces gives people a whole new way to interact with your postcards, business cards, catalogs, and more. It also adds an element of fun and makes it more likely that the recipient of the piece will want to hang onto it and even show it off.

While not everyone will “get” AR right away, recent hits like Pokémon Go show that AR can be accepted by a wide group of ages and demographics. From including an interactive game in your materials (as Toys R Us did in a recent catalog) to using a playful mascot or other element, creative use of AR can help your printed piece make a splash in the real world.

QR Codes

Those little square barcodes are an ideal match for printed pieces and can bring visitors to your site. Since QR codes are designed to be read with a smartphone, you give the person holding your printed material the ability to visit your site in an instant. Use a QR code on your printed piece to link to a special offer, unlock content, or even provide additional information. QR codes are small and won’t take up much space on your printed materials, and incorporating one allows your prospects and recipients to interact with your business in a whole new way.

QR Codes and Virtual Reality

Immerse your reader in your printed materials by providing a QR code that links the viewer to a virtual reality experience or unlocks additional content. If you already have a VR showroom, game, or content, then making it easy for users to access it by simply scanning a QR code ensures you get plenty of extra traffic, without taking up space on your materials.

Variable Data Printing

This type of technology won’t change the look of your printed pieces, but it can help personalize the materials you create. Your customer won’t notice anything special about the printing, but they will think you’re really in tune with what they want and need.

The ability to create on-demand pieces that match your customer’s preferences boosts the likelihood that your offer will resonate with them. Used primarily in direct mail, but adaptable to other pieces, variable data printing allows you to target the elements used in a specific piece to the intended recipient. This technology is particularly useful for targeted marketing campaigns with a personal touch.

Adding a dash of high tech to your printed materials gives you additional ways to connect with customers and helps you get the most from your printing investment. Your pieces are also more likely to start a conversation, grab attention, and even be saved by the recipient, boosting their long-term value and ensuring your brand is remembered when your prospect needs something.


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Three Brothers and Success

cheff

In a town with lots of industries and choices of careers, three brothers grew up and began to pursue their paths in work. Based on their father’s wisdom and teachings, they all decided they wanted to work in a field that would eventually let them start their own businesses. The oldest became a lawyer. The middle brother became an accountant. The youngest brother, however, didn’t want to be an office professional but, instead, enjoyed food, so he became a cook. All three left home, set off to pursue their goals, and wished each other the best.

The Lawyer and the Accountant

The years passed and the lawyer made a lot of money, but he was always miserable and in debt. Everything about his job was about fighting or arguing, and eventually, he lost his own marriage. The lawyer was regularly complaining about his work whenever asked. The middle brother found himself living a life of stress. He chose to be an accountant because he thought it was a safe career path for income, but he found himself always under extreme pressure to complete his work and make sure it was accurate. The stress became so intense the younger brother was regularly sick and became a prime candidate for serious health problems before he was middle-aged.

The Cook

The younger brother focused on what he wanted, learning how to be a cook. Every day in the kitchen was where he wanted to be, so it never felt like work. His enjoyment quickly increased his skills in cooking, and soon he became a head chef. He was doing so well he chose to open up his own restaurant. It wasn’t the biggest place, and it wasn’t the most expensive. However, the youngest brother loved his job, and that made a difference in his food, his staff, and the experience of his customers.

Which Brother Had the Right Idea?

Essentially, the best place to be as a business or business leader is to love what you do every day. If you’re not happy in your work, your market position or your role, you will never be able to manifest your full potential. Happiness and satisfaction are key elements of success, especially for business leadership who look for someone to follow and emulate in their own tasks. Sure, your business can have some immediate success, as in the case of the lawyer brother, but ultimately, the angst and frustration catches up with everything and becomes a psychological burden in the workplace. Don’t be that older brother. Find your love and make it come to your career and your path. You will be happier, your productivity will be higher, and staff will follow your lead.


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2017 Price Change Information: USPS Marketing Mail and What You Need to Know

usps

A new year always brings with it a variety of different changes, and it seems that 2017 will be no exception, as far as the United States Postal Service is concerned. Anyone who relies on the USPS for their direct mail marketing activities would do well to sit up and take notice, especially with regards to the price change information and other news that has recently been announced.

What’s In a Name?

According to PitneyBowes.com, the USPS “Standard Mail” tier will be rebranded as USPS Marketing Mail in 2017. Additionally, what was previously known as “Alternate Postage” will now be called “Share Mail.” Pricing structures have been changed (and arguably, simplified) accordingly.

When the new branding goes into effect, letters that are 3.5 ounces in size or less will cost $0.284 – a reduction from the current $0.290 pricing structure. Flat rates for items that are four ounces or less, on the other hand, will actually increase to $0.555 from the current rate of $0.546 that is expiring. It’s important to note that these rates are for the USPS Marketing Mail items that are processed through non-automation means.

Other Upcoming USPS Changes

The USPS also announced a number of other changes, particularly to items that fall into the presorted mail category. Overall, people can expect a price decrease on average of about 0.25%, though it’s important to note that certain types of items will actually increase in price at the same time.

One change that marketers will no doubt be happy about is the fact that presorted First Class Mail will see a significant price reduction. Starting at the end of January, sending 3.5-ounce materials will now cost the same price as a one-ounce letter. Up until these changes go into effect, the pricing category ranged from one to two ounces, not 3.5 ounces.

Those First Class letters up to one ounce will now cost you $0.49 as opposed to the current $0.47. Flat rates up to one ounce will increase to $0.98 from $0.94, while First Class Mail parcels will allow you to pay one price ($2.67) for any item up to four ounces in size. Each additional ounce will cost you $0.21, which is actually one of the few categories of pricing that will remain unchanged in the new year.

Changes Behind the Scenes in 2017

It’s also important to note a significant change in the way these types of items are processed. Items that used to fall under the 3-Digit and AADC categories are being combined with First-Class Mail Presorted Automation Letters and USPS Marketing Mail Automation Letters. Ultimately, this won’t really change the price that you can expect to pay when you send your marketing materials out into the world, but in theory, it should make them easier to process and send out once they’ve made their way into the hands of the United States Postal Service.

All of these changes will go into effect on January 22, 2017. Until then, the current pricing structure will still apply. As marketing budgets get tighter than ever during a period where direct mail marketing has never been more important, it’s always essential to stay as up-to-date as possible on any and all USPS pricing changes to help make sure you’re getting the most out of your hard-earned (marketing) dollar.


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What’s in a Name? The Value of Sponsorship as a Branding and Marketing Opportunity

sponsorship

In the world of marketing, you’re essentially always on the lookout for new and innovative opportunities to raise awareness about the brand that you represent. It isn’t just about getting the word out about a new product or service; it’s also about reminding people that you’re there, that you’ve always been there, and that you’re always going to be there. In an era where marketers strive to stretch the value of each dollar as far as it will go, one often overlooked opportunity may just generate the types of results you’re after: sponsorship.

Sponsorship and Brand Awareness: The Stats

Even if you don’t necessarily see sponsorship of charities, non-profits, or other local organizations as a valuable addition to your marketing arsenal, it’s clear that somebody does. According to a study conducted by IEG Sponsorship Report, sponsorship was a $2 billion dollar enterprise in 2016 and is expected to increase by roughly 3.7 percent over the course of the next year.

A report generated by the Edelman Trust Barometer indicated that sponsorship even goes far beyond marketing impact. Eighty percent of consumers around the world agreed that a business has a duty to play a very key role in addressing modern issues.

It even plays an important role in your own company culture. Fifty-one percent of employees surveyed said that they didn’t want to work for a company that didn’t have strong societal and environmental commitments, and almost seventy-five percent said that they liked their jobs more when they were given the type of opportunity to make a positive impact that sponsorship affords.

Sponsorship Best Practices

If you do decide to go ahead with sponsorship as a new brand and marketing opportunity, there are a few key things you’ll want to keep in mind. For starters, do your research carefully. Always make sure that you’re aligning with an organization that meshes with your existing culture and values. Do as much deep digging as you possibly can, as sponsorship creates something of a symbiotic relationship between two entities. A scandal at one will more than likely affect the other, so you’ll want to make sure that there are no skeletons hiding in the closet before you start spending your money.

You’ll also want to make an effort to isolate the impact of your sponsorships from the rest of your marketing activities, as only then will you be able to fully understand just what role it is playing in your larger campaign. MarketStrategies.com says that only half of marketers actually do this, which is a mistake. Though you’re doing something for a good cause first and recognition second, it still needs to be measured for maximum effectiveness – the same as anything else.

These are just a few reasons sponsorship is such a valuable branding and marketing opportunity, particularly for companies operating in the small and medium-sized business space. Not only does it give you a chance to raise awareness in a powerful way, but it also allows for something even more important – you get to give back to the community that you are an active part of.


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Business Lessons from a Dog

desk-dog

Business lessons can be found everywhere we look in life. One of the best ways to learn is by simply looking at the world in a new way. Dogs look at the world differently than we do and often have a very simple outlook. If you want to learn more about business, these are some of the lessons your dog is trying to teach you.

Don’t Take Everything So Seriously

To dogs, everything is great. They do not get down about being out of treats. They definitely want one still but they move on very quickly and it isn’t that serious. Sometimes you have to approach business the same way. Yes, there are serious situations you will run into, but there are also some that you take too seriously. Things are usually not as bad as you make them out to be, so focus on the good and do not freak out so much over the bad.

Take a Chance on Something New and Trust Your People

Dogs are mostly happy-go-lucky and are always ready to go on a ride. They do not need to know where they are going, but they are happy to be on the ride. They trust you as their owner, and they know they will be taken care of no matter what. This kind of trust is not always found in the business world. In fact, it is rare. However, if you trust your employees, allow them to take the reigns sometimes and see where it can take the business.

Never Meet a Stranger

A dog never meets a stranger and is instant friends with anyone they meet. If you had this same approach, you would have a much bigger network of people that you could reach in your business. You could have new customers, new clients, new friends, and even new business partners. Approach each new person you meet with the same vibrancy and openness as a dog would and you will be surprised by how much it opens doors for you.

Listen When People Speak to You

This may seem very basic, but dogs are always listening when someone is talking to them. They may not do what is asked, but they are listening. Whenever someone is speaking to you in a business setting, you should focus your attention on them and actively listen to what they are saying.

Trust Your Instincts

Dogs follow their noses, and they also have killer instincts. They do not second guess them. Start trusting yourself more and when you have an instinct about something, more often than not, you will be right if the feeling is strong enough.

Dogs can teach us a lot about life as well as business. Most of these lessons can be used in the business setting as well as in your daily life. Just understanding these basic concepts can help you in your own life.


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