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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Qualities That Brands With Longevity Share

brands

In the world of business, there is perhaps no commodity more precious than longevity. Getting a brand up and off the ground is one thing – keeping it around for the long-term is something else entirely. Creating longevity will rely in large part on your marketing, although this is only one small part of a much greater whole. The best marketing campaign in the world can’t create a long-standing, successful brand if a few qualities aren’t underneath it all just waiting to be communicated to the widest possible audience.

They Trigger an Emotional Response

One of the biggest traits that all brands with serious longevity share is the fact that they’re able to trigger an emotional response with their target audience, creating a loyal army of followers. This is true both with the way they market AND the way that response integrates into the service they provide.

Apple is a great example of this based on their image as the “hip, trendy” electronics company. People see a sleek, sophisticated Apple product in an equally compelling ad and they can’t help but think, “That looks really cool; I want that.” The same goes for a company like Amazon.com, albeit from a different angle. The way that Amazon has embraced personal marketing, both regarding the advertising it creates and with regards to the personalized recommendations that each user enjoys, makes them think, “I like Amazon; they get me.” That type of emotional connection is something you just can’t put a price on.

They Live Up to What They Promise

All of the best brands with serious longevity share the fact that they live up to the promises they make in their marketing materials. This comes from a deeper understanding of not just the people they’re trying to attract, but who those people are and what they want. These brands know how to communicate with their target audience and, as a result, don’t just live up to their promises, but they know how NOT to make a promise they can’t keep.

Take FedEx, for example. Entrepreneur.com recently cited FedEx as a brand with an incredibly strong corporate identity, owed largely to the fact that it’s operations are so incredibly efficient. FedEx is a brand built on trust, and the road to trust is paved with promises that have been kept in the past. FedEx is seen as an incredibly reliable service, and people in need of shipping rank FedEx favorably in that regard. This creates something of a self-fulfilling prophecy – a symbiotic relationship that only strengthens over time specifically because FedEx knows what its audience wants and it knows how precisely to give it to them every time.

Once again, Apple is another example of this idea in motion. They promise products that “just work” and have historically delivered on that promise time and again. This has made them not only one of the most successful brands in the world, but also one with serious longevity in an industry where companies come and go like the weather.

These are just a few of the core qualities that all brands with longevity share. Remember that in the grand scheme of things, brands come and go all the time. Creating a brand is easy, but if you want to make sure that your brand stands the test of time, you need to focus on offering something truly unique on an ongoing basis.


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Sometimes Fresh Eyes Brings a Memorable Camel

camel

We often say that children look at the world through fresh eyes. Spending time with a child can give you a new perspective on life and how you view the world. While experience is an excellent teacher, fresh eyes can see the tried and true in a way that you may not have considered before. How can you adapt the fresh eyes concept into your business?

Marketing is successful when it gets prospects and customers to sit up and take notice of your service, brand or product. Some of the best commercials are the ones that make us laugh, cry, or even cringe. The problem is that sometimes marketers rely too much on old ideas and the view of experienced sellers and managers instead of looking for fresh eyes on a campaign. A great marketing campaign gives the audience an emotional connection with the company. Emotions give advertising a memory hook; they get remembered.

Hump Day

Remember the “Hump Day” camel commercials that were on TV about a year ago? Do you remember who they were advertising? If you don’t remember, they were advertising GEICO. GEICO specializes in goofy, funny commercials that are easy to remember due to their tone. Insurance is essentially a tedious business, so getting you to remember advertisements and brand names associated with them takes a memory hook. For GEICO, the gecko is one hook that most Americans can recognize and associate with the company. However, if they overused that hook, audiences would get tired of him. Instead, they come up with quirky commercials and throw in a camel to keep you focused and interested in their brand.

Seeing Your Company with Fresh Eyes

Since you cannot see your own company through fresh eyes, it takes some testing to find out how new people respond to your campaigns. Your assumptions about who is interested in your products and why they are interested may be out of date. Periodic testing of your ideas is crucial to keeping your current customers and finding new ones.

Before you run your marketing campaign, test your assumptions on real people to see how they respond. Real people are the target market you are shooting for, therefore if your tests tell you that you won’t get the results you want, you can save yourself a lot of money. Keep tweaking and testing your campaign with real people until you find the right message, image, and concept that will get the response you want. What made the “Hump Day” commercials so funny? They were silly, harmless, and could never happen in the real world.

Find a Way to Shock Your Audience

Shock your audience with unexpected humor, meaning, or entertainment when you market. Find something that will resonate with them and use it to grab their attention. Obviously, any type of shock will only work for so long because it loses its effect after a time. When was the last time you saw a “Hump Day” commercial, anyway?


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Warning: Are You Accidentally Shattering Your Brand Continuity?

brand-continuity

At its core, brand continuity is the idea that all communication channels between your brand and your customers (live chat, email, phone calls, etc.) should all look and feel like they’re coming from the same place. It’s the idea that you should strive to give your customers an experience that is as consistent as possible, regardless of how they choose to make contact with you. Successful brand continuity requires you to strike a delicate balance, and if you’re not careful, there are a few ways that you can accidentally shatter all that you’ve worked so hard to build even before you realize you have a problem.

It’s All in the Visuals

One of the more subtle ways to build and maintain brand continuity is also one of the most important, mainly because it can be the easiest to get wrong. You have to make sure that all of your branding from the version of your company logo to things as seemingly insignificant as the font you use are as consistent as possible, regardless of which element of your online and offline presence you’re using. If a version of your company logo is present on your website’s “Help Desk” page, it should be the same version of the logo sent out in your latest email or print marketing materials. Don’t use professional-looking fonts on your website if you’re going to be using Comic Sans MS on your print materials.

You may initially think that this is incredibly easy to miss and in many respects, you’re right. Customers aren’t necessarily paying attention to every last visual element on a page versus a flyer versus a billboard. But, think about it this way: the ones that do notice may be put-off or at least find it odd, which is a feeling you do not want to invoke. Those that don’t notice will still benefit from your strict brand continuity, even if subconsciously.

Getting Everyone on the Same Page

Another way that you can accidentally shatter brand continuity has to do with getting everyone on the same page regarding how your business works. If your website is very clear about one particular policy but your customer service team isn’t, you’re immediately confusing customers every time they pick up the phone. This confusion is especially evident regarding promotions. If an email goes out offering a new sale, you’d better make sure that anyone who answers the phones for your business knows about it and knows what it entails. Otherwise, your customers may get a disappointing experience when it feels like the left hand is unaware of what the right hand is doing, so to speak. It gives the impression that the different parts of your business are operating independently of one another, which is something you don’t want to communicate to prospective buyers.

These are just a couple of ways that you can accidentally harm your brand continuity. Remember, you can never be 100% sure how someone is going to make contact with your business, especially for the first time. So, make sure however they encounter you, it’s equally easy, enjoyable, and helpful.


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What’s in a Leaf?

leaf

If you enjoy watching the leaves float down during the fall season, you probably already know that just like snowflakes, each tree’s leaves are individual and unique. Unlike snowflakes, though, leaves can tell you from which tree they came, and fortunately, there are many resources available to you for identifying trees by their leaves.

Knowing more about your surroundings is important, and it can apply well in a work situation.

Discovery

An excellent resource for identifying trees will take you on a journey of discovery: from the color and shape of the leaf to how many points it has, all to learn more about the tree it came from. It might go on to identify the type of bark, the size of the tree, and more to help you determine which tree you are looking at.

There are many ways you can apply this strategy of discovery with your customers, especially if they are repeat customers. If you think about each customer as if they were an onion with many layers to uncover, you can view each contact with them as an opportunity to peel away one more layer.

Learning

Your customers are individuals with unique personalities, family issues, work challenges, and styles of doing business. You can work on strategies to uncover more information about your customers to help cement a relationship with them. Customers who like you and enjoy your relationship are more willing to continue to do business with you and become loyal repeat customers.

Depth

Depending on how you maintain your customer records, there are different methods of collecting and retaining information about your clients. In an article, “7 Ways to (Really) Know Your Customers,” it offers several suggestions for small businesses to get to know their customers better including gleaning social data from sites such as Facebook.
By getting to know your customers better, you can anticipate when they will be spending, what triggers a purchase, and how you can be proactive in contacting them for their triggers. As you learn more about your customer, you can apply your knowledge to help them better manage their relationship with you, potentially saving them money in the long run. For instance, if they are buying their products when needed, but you see a pattern, you can sell them a larger bulk amount on a periodic basis saving them money and securing the purchase for your account.

Knowledge

Knowing your customers will allow you to separate the A and B level of customers from the one-time business customers. As you develop your relationships with your clients, you can grow your business in depth. Then, using similar methods, seek out new business and begin the process again.


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Applying Life Lessons to Small Business

life-lessons

Parents to teenagers and young adults know that there are some lessons that only living life can bring us. Life lessons learned through living life are valuable, and they are hard to teach to teenagers because teens think they have the answers to everything. However, experience can offer up gems of information about what is truly important in life and how to enjoy each moment as it comes.

What are some of the lessons that life teaches us?

1. Life isn’t fair, but it is still good.

How many times have you heard your child or teenager say to you, “but that isn’t fair!” The truth is that life isn’t fair. Life happens as it happens, and you need to learn to roll with the ups and downs and continue on your journey. If you can take each moment as it comes, then you can appreciate the good, survive the bad, and continue on your way.

2. When in doubt, just take the next small step.

Many of the big decisions in life can be broken down into small steps that are easy to accomplish. Each time you have a big project or decision in front of you, you can make it easier to understand by chopping it up into small tasks. Then, do each task one at a time until you complete the whole.

3. Don’t take yourself so seriously. No one else does.

Humor makes life more tolerable both in good and bad times. If you can learn to live life with humor, including your own foibles, you will relax more and stay healthier. Laughter is a stress-reducer and can help keep your craziest days sane.

4. Overprepare, then go with the flow.

Since nothing ever goes exactly as we plan, it is important to prepare for contingencies. If you are ready for the worst, then you will be able to move in various directions when reality hits. You can plan to the Nth degree, but once your event or project is in motion, you cannot stop it. Going with the flow and learning to be flexible will keep you on top of the situation (as much as that is possible).

Applying Life’s Lessons to Business

Running a small business is fraught with surprises, changes, and learning curves. Many of the lessons that apply to life, in general, can be applied to running a business. Small business owners are responsible for everything that occurs in the whole of their business, and it is nearly impossible to predict what each day as a small business owner will bring.

If you can enjoy each part of your business, sharing what you know with your customers and employees, and reaching out to your community to connect with people through your business, you will enjoy life’s journey. Business isn’t always fair, but if you put your heart into it, it will be good. Your customers and employees will see how you run your business, and they will respond. When in doubt, just take the first small step, and you will be able to accomplish whatever goals you set for your business. Don’t take your business so seriously. No one else does. Run your business with a good sense of humor and your customers and staff will join in laughing with you. Overprepare, and then let your business take you where it will. You will discover new dimensions to your niche that you may never have known before and you will have an exciting, fulfilling journey.


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Goals are Not Just for Sports

goals

In school and at work, we are often told to create goals and to strive to reach them. After all, achieving our goals is a measure of success and a method of how to pursue our dreams. Goals are a big part of managing marketing and sales in most companies, and they are the markers of who is producing and who is not. Not everyone has the same training in hitting goals, however, nor do goals create motivation for everyone.

What Can We Learn from Goals in Sports?

The easiest way to demonstrate goal setting is to look at sports. Every sport has a goal to reach to win the game. Goals can be achieved through hitting a ball out of the park, into a net, throwing it into a basket, or even by racing to a finish line. Most of these goals are made from years of preparation, training, and study of the game they represent. No athlete achieves success without that training, no matter how easy the achievement looks to the spectator. Athletes work through injuries, bad days, failures, and practice. Achievements are the culmination of hours and hours of work.

Obstacles

The point of a goal is to help you achieve success even with the stumbling blocks and barriers that stand before you. A goal is a guiding light to keep you on your journey or path. Henry Ford said that “Obstacles are those frightful things you see when you take your eyes off your goal.” The obstacles will always be there to keep you from making the goal. You may not have the experience, the education, or the opportunities that your peers or competitors do, however, you can still achieve your goals if you are willing to keep working towards them.

Applying Goals to Business

Like sports, business goals can be short-term or long-term. For instance, you can have a goal of getting ten items completed by the end of your work day. That is a short-term goal. A long-term goal is establishing 100 new customer accounts by the end of the year. An even longer-term goal is becoming the top business in your category in the city by 2020. The key is establishing goals that are reachable, measurable, and trackable so that you can follow your progress as you work towards the goal.

While wanting to be the best business in the city by 2020 is possible, a more reasonable goal is to triple your income from your business by 2020. With this goal, you can create the steps that will lead to the goal, and measure your progress as you continue your journey. You will know when you hit your goal by the numbers you achieve without any arbitrary or ambiguous measurements.

How to Keep Your Goals in the Forefront of Your Mind

Weekly meetings to keep everyone on your team on track may be boring, but their function is to make sure the team members are still striving towards group goals. You can do the same with your personal business goals. Remind yourself daily what goals you are working towards and what you need to accomplish that day to move in the right direction. Remember that keeping your eyes on the goal will help to remove the obstacles.


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The Art of the Pivot

art_pivot

No matter what business you’re talking about, most companies usually begin life in the same way: with an idea. You wake up one morning, have an idea for a product or service that you’re sure will be the “next big thing,” and you get to work. You fully commit yourself to building an infrastructure, developing and expanding on your idea, and eventually, you bring your product or service to market.

And then things have a habit of sometimes not going necessarily how you’d planned them.

Maybe people are using your product, but they’re not using it in the exact way that you intended. Certainly not in the way you built your strategy around. Maybe your product or service isn’t popular at all, but the underlying idea is still a solid one. In these situations, you have two options: you can pack up your ball and go home, or you could do what some of the most successful companies in the history of planet Earth have done: you pivot.

The Art of the Pivot in Action

A few years ago, an online role-playing game was founded called “Game Neverending” – you’re forgiven if you’ve never heard of it. The premise was simple – users would travel around a digital map and find other people to buy, sell, and build items with. Included inside the game was a photo-sharing tool, which quickly became one of the most popular parts of the experience. Though the developers loved their idea, users weren’t quite so kind. People were spending less and less time on the “buying, selling, and building items” part and more on the “photo-sharing” part, causing significant problems for the company’s long-term goals.

While you’ve probably never heard of “Game Neverending,” you ARE no doubt aware of a service called Flickr – one of the most popular and widely used photo-sharing tools of the digital age. The developers behind “Game Neverending” realized that they were never going to get people to love their RPG the way they did, so they did what any entrepreneurs would do: they pivoted. They threw out everything except the proven-successful photo-sharing technology and started from scratch. One acquisition by Yahoo! later, and the rest, as they say, is history.

Let the Market Be Your Guide

The key takeaway from this is that you need to be willing to listen to the market and allow it to guide you through execution, even if that execution is at odds with your original intent. Remember that the market is telling you “We like this, but it would be better if it had X, Y, and Z features” is different from pivoting. If users enjoyed the RPG experience of “Game Neverending” and the developers just kept adding game-related features, we might not have Flickr today.

Instead, the market communicated loud and clear: “We don’t like this game, but we do enjoy this one thing that the game lets us do.” These are the types of moments you have to be not only willing to listen to, but also to allow them to change your idea of what your product or service could become.

Listening to the market and being willing to pivot, even if that was the furthest thing from your mind at the time, is not a bad thing. Indeed, history has proven that great things have been born out of it time and again. Because if you release a product or service and are unwilling to change based on the ideals of your users, you’ll wind up hemorrhaging users pretty quickly.

And without those users, what are you left with? Little more than a good idea in search of a purpose, which isn’t anything at all.


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Once Upon a Time

storytelling

Storytelling is a time-honored tradition which began before humanity had the ability to create long-lasting printed documents. The first stories were a way of passing on an oral tradition and history of various cultures around the world. There is still a storytelling tradition in many cultures, although as communities spread out, storytelling has moved to written, printed, and now digital methods of recording the tales. Oral traditions created a rich history for ancient cultures that gave rise to much of what we call myths and legends today, a blend of history and religion which gave purpose to people who lived short and often harsh lives.

Role of Printing in Storytelling

The development of the printing press gave stories new life because they could be disseminated on a broader scale and replicated easily. No longer were scribes necessary for copying expensive books and papers. Not only was the rich, cultural history and religious beliefs of various people shared among a wider community, but pure fiction was written for the purpose of entertainment and enjoyment for the masses. For those who were not taught to read, stories were read and passed around by those who could.

Storytelling in the Digital Age

While it has become easier to distribute stories in the digital age, and more of the world’s population is educated enough to read, storytelling continues to be a powerful way to distribute a message to people. Computers and the internet make spreading the word faster, but the concept of an oral tradition is easily seen in the many repetitions of news stories online from different slants or points of view. The question lies in how an entity or brand can create a unified story to present to an audience or market. With the unique ability to duplicate digital image and print and distribute them through many channels, storytelling can be a powerful tool for marketing a company or organization.

Incorporating Storytelling in Marketing and Branding

A recent article in Search Engine Journal discusses the benefits of storytelling as a method for branding. The author, Katy Katz, talks about how storytelling creates connections and potential bonds between a brand and a market. When thinking about storytelling for a brand, call to mind some of the brands that you grew up with that have become common words in the American culture such as Kleenex, Coke or Pampers, often used to replace the actual word for the item being talked about. While creating a storytelling campaign for your own brand may not turn it into a common household word, you will still be able to cement the story with the brand name to create lasting memories in the minds of your audience.

Benefits of Brand Storytelling

Katz mentions 5 benefits to brand storytelling in her article.

1. Storytelling builds memories.
2. Storytelling is a natural motivator.
3. Storytelling builds relationships.
4. Storytelling makes content exciting.
5. Storytelling can make something old, new again.

How Can You Use these Benefits to Your Advantage in Marketing?

Since most businesses have competitors that offer products or services that are similar to theirs, branding offers a way to show your differences. Creating a brand story or even just telling your brand’s story in a cohesive manner can give your audience reasons to bond with you beyond pricing or product quality. An excellent example of brand storytelling is the way Tom’s Shoes has incorporated their brand name with their history of giving. (http://www.toms.com/stories/giving/10-years-of-giving-together) They have created not only an excellent product, but a compelling reason to buy from them.

You can do the same.


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Create An Environment That High-Value Employees Want To Work In

work-environmentIf you tasked most business leaders with sitting down and making a list of their struggles, attracting high-value employees would more than likely fall close to the top. Finding those versatile, well-rounded, and driven candidates is one thing – getting them to come aboard is something else entirely. Making sure you’re not just a “stepping stone” in someone’s successful career is also a lot easier said than done. If you want to attract the type of high-value employees that will carry your organization forward, you have to start from within and create the kind of organization they want to work for in the first place.

Would You Want to Work for Your Business?

If you want to attract high-value employees in a marketplace that is growing increasingly competitive with each passing day, you need to start by putting yourself in their shoes. What are some things that 21st-century talent may be looking for that you aren’t currently offering?

Thanks to things like SaaS (software-as-a-service) and IaaS (infrastructure-as-a-service), the ability for businesses to allow employees to work remotely has become a significant priority for quality applicants. Even if you don’t feel comfortable bringing someone on and allowing them to work from the home full-time, see if having them work remotely two out of the five business days is something you can manage.

Likewise, BYOD (bring your own device) has become a significant priority for younger employees. It lets them bring their own smartphones, tablets and other devices to work that they already feel comfortable using, thus increasing the overall quality of the work they’re able to generate. It also helps save money for businesses, as you no longer have to pay to purchase and maintain a computer for an employee if they’re already bringing one from home. These small changes to your existing policies can go a long way towards creating the type of environment and culture that attracts the talent you’re after.

Get Competitive

Another one of the core ways to attract valuable employees these days involves being as competitive as possible when it comes to job perks. Apple, for example, has a now-legendary attraction strategy that includes not only traditional perks like healthcare, but also things like educational reimbursement as well. Not every company has the type of bankroll that Apple does, but it’s always important to remember that making an investment in your employees through competitive perks is ultimately an investment in the future of your company.

These are just a few of the many ways that you can create the type of environment that makes it easy to attract high-value employees and even easier to retain them for the long haul. Remember: quality employees don’t grow on trees, and the difference between someone who is “just punching a clock” versus someone who is putting their blood, sweat, and tears into the task at hand is an immense difference, indeed. By putting yourself in their shoes and creating the type of company they can’t help but want to work for, you, in turn, create the kind of company clients can’t wait to do business with.


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