Business Cards: Why They’re Still an Important Marketing Tool in the Digital World

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With all of the talk about the importance of properly marketing your product or service, it’s important not to overlook the most valuable commodity of all: yourself. As much as that beautiful-looking flyer attracts the right type of attention for your product, a business card is designed to do the same for both your professional image and your career as a whole.

But do business cards still have a place in a digital world? In an era where finding someone is easier than ever thanks to tools like social media, do people still need to go through designing, printing, and handing out a business card? The answer is one that might surprise you.

Business Cards: By the Numbers

Just going off of statistics, it’s easy to see that the answer to the question “are business cards still an important tool in a digital world?” is a resounding YES. According to one study, there are about 10 billion(!) business cards printed in the United States each year – or roughly 27 million each day.

But diving deeper, it’s clear that business cards perform a function that goes far beyond just handing out contact information. They actually serve an important role in your business at large, too. For every 2,000 business cards that you pass out, you can expect your sales to increase by an average of 2.5%. Business cards do everything from show someone you’re serious to increase personal brand recognition and awareness.

One of the major strengths of print marketing and the use of business card is that they’re physical. They’re something tangible that people can hold in their hand and, most importantly, share with friends and other family members. In an era where people are getting bombarded by more digital messages than ever and emails can be deleted in seconds (and people can be muted on social networking sites like Twitter), never underestimate how essential this simple fact really is.

The Power of the First Impression

Just because business cards still serve a purpose does not mean that all business cards are created equally. There are a number of design tips that you can use to make the RIGHT kind of first impression the next time you hand out your card to a customer or at that next big networking event.

StatisticBrain estimates that prospective clients will hold onto a color-filled business card a full ten times longer than they will a standard white card. Color also increases the impact of engagement on a person’s ability to follow simple directions; this is an advantage too powerful to ignore.

Approximately seventy-two percent of people say that they judge the company or brand that a person works for based on the quality of their business card. Likewise, thirty-nine percent of those who responded to a survey said that they would choose NOT to do business with someone if they had a “cheap-looking” business card.

Business cards are still essential in a digital world, and that means you need to devote the time to doing them well.


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Don’t Fear Your Marketing Competitors. Learn From Them

chessRegardless of the products you’re trying to market, the audience you’re trying to cater to, or the industry you happen to be operating in, all businesses face competition. This is just a fact of life. But it’s important to realize that a competitor isn’t just another company that is trying to go after the same pool of customers that you are. Competitors are invaluable learning opportunities that are just waiting to be taken advantage of, provided you approach things from the right angle.

Learn About Your Audience

One of the most important lessons that you can learn by taking a closer look at your marketing competitors has nothing to do with your competition itself and everything to do with the shared audience you’re both going after. For the sake of argument, let’s say that your number one competitor offers products or services that are very similar to yours.

How is your competition marketing those products and services to that audience? What types of print materials are they designing? What tone do they use when speaking to them directly? What prices do they charge, and why do they feel like the market can sustain that? What values do they choose to single in on when representing their brand?

All of these choices, along with the public reaction to them, can tell you a great deal about what your audience is looking for. Marketing is all about making a connection, and if you can pick up something through observation that you can adapt and make your own to strengthen that connection, you should absolutely take that opportunity.

Learn About the Competitors Themselves

The second lesson you can learn by taking a closer look at your marketing competitors comes down to how they choose to run a business that is very similar to yours in many ways. This goes beyond just the products or services they provide. Look at how they choose to distribute and deliver those products. Look at the steps they take to enhance customer value or build loyalty. Have they recently instituted a rewards program with great success? If you were thinking about doing one yourself, congratulations, someone else just did your trial run for you.

Perhaps the most important thing you should be watching out for when it comes to your marketing competitors is how they react when they make a mistake. These days, everything is essentially an extension of your marketing arm – from the print collateral you’re putting out into the world to customer service interactions on a site like Facebook. Everything is taking place in the public space, which means that other customers (and you and your associates) can all see everything go down in real-time.

Did your biggest competitor have a particularly nasty public interaction with a customer? What factors caused it to occur in the first place? How did the customer react? How did the business react? What did the rest of the audience have to say at the end of the day? Remember that mistakes are only a bad thing if you choose not to learn from them. If you can get someone else to make a mistake and arrive at the same lesson, you come out all the better for it.

Competition in the world of business (and especially regarding marketing) isn’t going away anytime soon. However, it’s not something you should let get you down. Instead, look at it for what it is: an incredible ongoing education into your market, your industry, and even your own business that someone else is paying for.


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April Fools’ Day and the Art of Humor Marketing

lol

Did you enjoy some April Fools’ Day marketing jokes this year? Make no mistake about it: coming from a business, April Fools’ Day jokes are every bit as much an art as they are a science. It’s an opportunity to inject a breath of fresh air into your marketing efforts, as the day is one that has quickly become synonymous with pranks and practical jokes. If you do it properly, adding humor to your marketing campaigns can also be an excellent conversation starter – it’s a unique way to add new members to your audience and engage with existing ones at the same time. As with most modern day marketing, however, it’s often best to learn from example.

April Fools’ Day, 2017: The Good

The clear winner of April Fools Day 2017 has to be Netflix, who released the elaborate prank “Netflix Live.” Capitalizing on the wave of live streaming video spearheaded by services like Facebook, “Netflix Live” was supposedly a 24-hour live video feed of actor Will Arnett watching a different live video feed and commenting on whatever he saw, including people in an office using a microwave, an empty supply closet, and more.

“Netflix Live” had all the markings of a classic (and successful) April Fools’ prank. It was timely because live video online is getting more popular all the time. It also honed right in on what Netflix’s audience would find funny. “Arrested Development,” the comedy classic in which Will Arnett stars, is one of the most popular shows on the platform.

  • Rule of Thumb: if you’re going to play around on April Fools’ Day or with humor marketing, know your audience.

The Bad

Again: the best April Fools’ Day jokes are born from surprise. If your audience can see the joke coming a mile away, you probably shouldn’t be making it. Or at least, you should try a little harder. This is a lesson that Google just spent several thousand dollars learning by way of the Google Gnome, an Amazon Alexa-like device you can talk to that takes the form of a lawn gnome that is connected to the internet.

This isn’t a particularly bad joke in that it’s offensive, but the execution leaves a lot to be desired. Not only is it immediately obvious that it’s a joke from the moment you read the title, but the accompanying video is little more than the same basic joke (“a Google Gnome would be worthless to everyone”) over and over again. It’s a lot of effort for almost no payoff, especially considering the Gnome is a product few in Google’s own audience would actually want to buy.

  • Rule of Thumb: Remember what April Fools’ Day and humor marketing is all about. It’s not supposed to be a day of obvious jokes. Theoretically, people shouldn’t fall for your prank for at least a couple of minutes.

When executed properly, humor marketing can check a few different boxes all at once. For starters, it’s fun – it’s a great opportunity to pull back the curtain of your business and put a little bit of its personality on display. A well-executed humor campaign is also the perfect way to get people talking and generate new levels of awareness at the same time.


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The Best Marketing Solves a Problem

diamondDiamonds are a girl’s best friend, right? Unfortunately, not always. After learning about some of the poor working conditions and high levels of violence associated with most diamonds on the market, many girls (and guys) have decided that a conventional diamond is not the ideal expression of their love. While some have turned to vintage pieces or alternate stones, one Los Angeles entrepreneur has provided a third option: high-quality jewels grown in a lab instead of under the ground.

Vanessa Stofenmacher did not know much about the jewelry business when she started VOW, her line of engagement, wedding, and promise rings. To cope with the limitations of current diamond-tracking laws, she opted to have the stones for her jewelry line made by Diamond Foundry, a laboratory that makes diamonds in California.

In her market research, she found that women in their twenties were likely to be concerned about the source of their diamonds. They typically did not mind wearing lab-grown stones as long as they looked as good as natural ones. This research made her line a success; the company, beginning with $8,000 in seed money, was valued at $3 million in 2016.

Don’t Be Afraid to Live Your Values

Many of us feel that, in business, our personal convictions should stop outside the doors. However, if we do not create products and marketing campaigns that align with our own values, the chances are good that they will not hit the mark with anyone else.

By choosing a product that she felt strongly about, Stofenmacher found the characteristic that makes her product line different from every other one out there.

Millennials, in particular, are happy to do business with companies that take an ethical stand. By doing something about your beliefs, you can increase connection and engagement.

Think Like Your Customer

The other thing that Stofenmacher did right was seizing an idea that had been troubling many people in the market for diamond rings.

Is there an issue in your industry that you are in a position to address? It does not have to be an ethical concern. It can be a common pain point, such as:

  • the amount of waste currently associated with a product.
  • the inconvenience of current ordering practices.
  • a lack of educational materials about your product and others like it.
  • an area where prices are out of line with consumer expectations.

By looking at what your customer cares about most, you can increase the chances of creating a product and a marketing campaign that will resonate with them.

Listen to Your Customers

How can you find out what people want? Just listen. Stofenmacher learned about the desire for ethical lab-grown stones by perusing Instagram. You can set up social listening on platforms that include Facebook, Twitter, and LinkedIn to see what people are talking about in your industry. Many brands also use customer surveys in front of gated content to learn more.

Over time, you will find that your customers respond best when you directly address an unmet need. The marketing campaigns based on this concept will get higher levels of engagement, a better conversion rate, and will help you build long-lasting relationships that are good for you and your customers.


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The Major Qualities That Separate B2B and B2C Marketing Collateral

b2b-b2c

When it comes to any marketing, the importance of taking the time to understand your audience cannot be overstated enough. Marketing is all about communication, and how can you expect to properly open up a conversation with someone if you don’t bother to learn the same language? This is especially true regarding both B2B and B2C marketing collateral, which aren’t as different as you might think. You can approach things from similar angles and even use both channels as a way to convey the same message but, at the end of the day, the major qualities that separate one group from the next comes down to your understanding of your audience.

B2C Marketing Can Be More Emotional

B2B or “business-to-business” marketing is all about solving problems. You have a product or service, your customer has a problem, and only you can solve it. Therefore, your marketing becomes all about showing in the most logical, rational way possible how you can help your customer accomplish that goal in a way that meets their needs and falls within the budget they have to work with.

B2C or “business-to-customer,” on the other hand, is intended to side-step the rational side of it all and play more to a person’s emotions. Your end goal is less “here is how my company can make your job easier” and more “here is how my company can make your life better.

B2B Markets Are Typically Smaller

Concerning sheer market size, when you’re going after a B2B audience you’re usually talking about a much smaller group of people. It’s much more of a niche audience, which lets you laser-focus your messaging on core pain points without worrying about alienating people who can’t relate to them.

Because B2C markets are much, much larger, your messaging will tend to be a little broader at the same time. Instead of focusing on how to make your product or service appealing to a few thousand people, you could be trying to go after as many as a million or more with one sleek, sophisticated message. This will also change everything from the language you use to the type of materials you put out there.

Your Goals Are the Same. Your Tools Are Different.

As stated, your ultimate goals in both B2B and B2C situations are often very similar. It’s how you achieve those goals that will vary wildly. Case in point: both B2B and B2C customers are much more likely to make a sale if you can establish yourself as an authority in a topic area.

B2C customers like their marketing collateral short and snappy, so real estate is at a premium. You have to get in and get out, all while still showing off how much you know in the process. With B2B customers, you can take your time. You can use more lengthy, highly detailed content that is filled with technical jargon not because the audience is more sophisticated, but because they’re looking for the same thing in a totally different way.

While it’s true that B2B and B2C marketing collateral can often look completely different from one another, they’re not as distant as you might think. The “what” and the “why” of marketing never changes, regardless of what you’re trying to sell and who you’re trying to sell it to. It is the “how” of it all that will play an important role in the types of decisions you make moving forward.


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Different By Design: 6 Tips for Adopting The Principles Of Disruption and Improving Your Marketing Strategy

flamingo

Less than a decade ago, one of the world’s largest transport networks was simply an imaginative flicker in the minds of two men trying to hail a taxi on a cold Paris night. After failing to snag a car, the two men came up with an idea of an on-demand taxi service at the touch of a button. What began on a snowy evening in France quickly turned into an app to request luxury sedans in a tiny handful of the world’s most cosmopolitan cities. Soon it spread to include different types of rides, package and even food delivery in nearly any city on earth. That app was Uber.

Uber is now one of the world’s richest start-ups. Along with other innovative digital companies such as Airbnb, Snapchat, Netflix, and even Buzzfeed, Uber has grasped a powerful disruptive strategy that has brought it financial and scalable success in a short amount of time. Disruptive businesses such as these can pick out and then act on trends before they become a trend, building a niche in a market that many people haven’t even discovered yet. Follow these six tips to learn some disruptive strategies that will help to differentiate your business and set it up for future growth.

1) Be technologically savvy

Get to know what is happening in the world of all things digital and tech, even outside of your own industry. Something that can revolutionize your business might come from a spark of something you’ve noticed in a different market or business type.

2) Be a first adopter

Often successful companies are the first ones to take on changes and innovations and to use them to their advantage. Don’t be afraid to step out on your own when trying something new.

3) Rely on sharing

Businesses can no longer rely solely on traditional forms of advertising. Combining your marketing channels to include print, as well as digital sharing and promotion can be the easiest and quickest ways to reach potential customers.

4) Keep up with the competition

Stay aware of what your competitors are doing and be prepared to match their innovations with yours.

5) Interact with customers

Uber and the like are successful for their ability to connect with customers instantly. Listening to your customers helps to gauge demand and enhance the consumer relationship. With the rise of social media, customers are developing increasing expectations for transparency from businesses. Forming a connection with your clients will add to their loyalty and trust of your company. With constant lines of communication open to your customers, you can also respond quicker to real-time changes in the market, safeguarding you from future pitfalls.

6) Track your success

Digital data provides you with the tools and metrics to see how and where your customers are coming to awareness and consideration of your services or products. Understanding and using data effectively can make the difference in building and maintaining new business and answering needs within the market.


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

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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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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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A Business Perspective on Apple’s Latest MacBook Event

mac

If you’re interested in the tech world at all, you’re no doubt aware that Apple recently announced the 2016 MacBook Pro – something the company is calling “the best laptop ever made.” Indeed, it’s a unit with a technical specification sheet that can’t help but impress. Objectively, it likely will go down in history as the best laptop the company has released to date. However, some users are suggesting that Apple may be losing the balance between “user experience” and “marketing” in a way that is a bit unfavorable to their end goals.

The 2016 MacBook Pro

The new MacBooks don’t have a standard USB port at all, getting rid of them in favor of the new (and admittedly superior) USB-C. This is a great step towards a much more productive future, but it’s at the expense of the fact that we’re not quite at that future just yet. Case in point: the new iPhone 7 does not have a USB-C port at all. Instead, it uses Apple’s proprietary lightning cable.

This means that if you own both devices and just want to do something as simple as charge your iPhone with your MacBook, you need to purchase an external adapter. To be clear, this is not “the end of the world.” The MacBook Pro is still powerful; it can still be used with the brand new iPhone. However, what used to be a one-step process now requires two, as well as a purchase of additional hardware. This is contrary to the popular mantra of “design for the user experience first, marketing second.” This is the very same mantra Apple built its reputation on.

What Would Steve Jobs Say About All This?

Never one to shy away from “rattling a few cages,” this is one particular case where we don’t actually have to wonder what Steve Jobs may have thought about the steps that modern day Apple just took with the MacBook. He may have actually said it himself, in an interview conducted in the 1990s.

In an interview for the PBS documentary “Triumph of the Nerds,” Steve Jobs talked about how important sales and marketing people are to an organization, but how it’s equally important to keep them separate from the product development process. His argument was that all too often, products go from offering a great, easy experience to being “great and easy… to market.” Innovation, usability, and the overall experience tend to suffer as a result.

In that interview, Jobs said:

“… the people who make the company more successful are the sales and marketing people, and they end up running the companies. And the ‘product people’ get run out of the decision-making forums. The companies forget how to make great products. The product sensibility and product genius that brought them to this monopolistic position gets rotted out by people running these companies who have no conception of a good product vs. a bad product.”
Contrary to popular belief, Steve Jobs didn’t hold an “anti-marketing” stance at all. He supported marketers, and with good reason. Under his watch his own marketing team created some of the most successful campaigns of all time. What Jobs was warning against was the idea that you should always design a product or service for the customer first, and then turn it over to the marketing people to do what they do. When marketing is considered an extension of the product development phase, the positive qualities that brought you to your current position in the first place are often lost.


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How to Court the Younger Generation: Creating the Future of Your Business by Marketing to Millennials Today

young-generation

In the world of marketing, there’s a natural instinct to go after certain segments of the population when marketing because those are the ones that spend the most money. That may be good for short-term gains, but any business worth its salt will always be thinking about the future. And regardless of the industry, the future can be summed up in one beautiful little word: millennials.

Commonly defined as anyone between the ages of 18 and 34, or those born in 1982 and up, millennials outnumber baby boomers by roughly a half a million people. They’re the largest generation in the country right now and, make no mistake, the one that the very future of your business will be based on. If you want to court the younger generation and create a solid future for your business, you’ll need to keep a few key things in mind.

Treat Them as Equals

No consumers like to be talked down to or told what to do – but this is especially true with the younger generation. Millennials can absolutely sense “marketing speak,” so don’t think that is going to buy you a whole new generation of customers, either. According to one study conducted by Kissmetrics, 89% of millennial buyers trust recommendations from friends and family members MORE than any claim that a brand could make.

Use the same tactics that you’ve been using to win over older generations, but reconfigured for a younger audience. You should still be putting helpful, relevant content that appeals to the people you’re trying to attract out into the world, but keep in mind that what is relevant to a 20-year-old isn’t necessarily the same thing that’s relevant to a 65-year-old. Buyer personas are going to be hugely valuable in this regard to help guarantee your eye is always “on the prize.”

You’re a Combination Marketer Now Whether You Like It Or Not

Marketing to specific groups of people has always required putting your efforts to where those people actually are, and millennials are no different. Millennials are nostalgic about direct mail and appreciate personalized invitations and advertising they can hold. Likewise, according to a study conducted by Nielsen, more than 85% of millennials own a smartphone. That means your digital marketing needs to marry with your print marketing for the best way to meet your audience where they’re at.

When used together, print and digital marketing successfully target that coveted younger generation. Think digital with a smartphone-based loyalty rewards program, and connect that program to your direct mail campaign. Social media is another obvious example. Tie your social media efforts with posters, envelopes, and more to create the best of both worlds.

At the end of the day, it’s important to remember that no business – regardless of what it is – is time-proof. If you focus all of your efforts on one particular age range or demographic, you run the risk of accidentally making yourself irrelevant when that group invariably ages out of the product or service you’re offering.


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