Packaging as a Marketing Tool: Because Innovation Waits for No One

ThinkstockPhotos-638447812Marketing is all about relationships. You’re not just selling to someone; you’re informing them. You’re providing them a service that extends beyond the literal product or service that you’re selling and into the realm of education. People want to make informed decisions, and a properly executed marketing campaign plays a role in that. To that end, it’s important to talk about an essential element of marketing that far too many people tend to overlook: product packaging. Sure, packaging has a physical function in that you can’t get a product onto store shelves (or directly into the hands of consumers) in one piece without it. However, it also has the potential to be an incredibly powerful “last second” marketing tool if you approach it from the right angle.

Why Packaging Matters

Few things are more important than a first impression. According to a study conducted by Business Insider, customers usually only take about seven seconds on average to develop a first impression about a particular product or brand. When that first impression comes in the form of a well-designed piece of direct mail collateral, that’s one thing. But what happens if that first impression occurs in the aisle at a customer’s local retailer?

The answer is simple: product packaging becomes the single deciding factor as to whether or not someone makes a purchase.

Keep in mind that studies have also shown that 64% of consumers will sometimes purchase a product off a shelf WITHOUT having any prior knowledge of it. When it comes to being satisfied with a particular product, most consumers rank packaging as almost important as the brand itself and what it represents. How easy a product was to open, how informative the copy was, what color it was, whether or not they could re-use it, these are all important factors that play a vital role in the decision-making process.

Product Packaging: Innovation by Design

It’s clear that product packaging is an opportunity that you just cannot afford to overlook. Aside from the actual functionality of the packaging, you need to think about it the same way you would any other piece of print marketing collateral. Pay attention to color choice – use red and yellow to invoke feelings like excitement or happiness, while relying on white to convey cleanliness and simplicity.

Don’t try to overload your product packaging with paragraph after paragraph of technical specifications. Brevity is the soul of wit. Think about it the same way you would your next big direct mail project. You would never just send the customer a manila envelope filled with reams of paper containing spec sheets and other advanced product information. You would keep it short and straightforward. You would give them everything they need to know to make the most informed decision possible in bite-sized chunks. How you approach the copy on your product packaging should be no different.

In the end, part of what a brand offers is an experience that transcends the actual product or service on display. Brand loyalty is built on emotion and relationships, and the key thing to understand is that this experience begins from the marketing arm of your business. The right packaging design won’t just help get your product to store shelves in one piece. It will separate your product from competitors in the minds of consumers. It will attract the right type of attention. It will inform and educate and help sell the experience you’re offering.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

Stay up to date by following us!

facebook   instagram

Advertisements

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.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

Stay up to date by following us!

facebook   instagram

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.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

Using the Holiday Season to Your Advantage in Your Marketing

holiday

When it comes to marketing success, the importance of a timely, relevant campaign cannot be overstated enough. You see this all the time with major brands – some big event is going on somewhere in the world like the Super Bowl and marketers rush to be the first to integrate it into their campaigns. As the cheery holiday season rolls around yet again, you’re presented with the perfect opportunity to do exactly that – at least until the stroke of midnight on New Year’s Eve.

But, if you really want to integrate the holidays into your marketing campaign and generate the type of success you deserve, you’ll want to keep a few very important things in mind.

Use Holiday Visuals Whenever Possible

Visuals are always an important part of your marketing collateral, but they become especially so during the holiday season. From roughly November until the Christmas holiday season passes, people are already in a receptive mood for this type of imagery – so filling your marketing materials with holiday-themed colors, Christmas trees, packages, and other items is a great way to make sure you’re noticed.

According to one study, this type of imagery can increase a person’s retention of your messaging by up to 80%. This type of visual element can make your content more likely to be shared up to 40 times more than the average amount.

Look for Local Events You Can Sponsor

If there’s one thing you can essentially guarantee about the holiday season, it’s that calendars will be filled to the brim with holiday events all throughout the month of December. If you really want to attract the attention of that ever-important local market, you should start looking around for local events that you can sponsor. Not only can you help get your brand out there and raise awareness, but even if the event is only slightly related to your product or service you can still make new contacts and generate new leads as a result.

It’s All About Emotion

If there is one key to success regarding holiday marketing, it can all be boiled down to a single word: emotion. The holidays are a naturally emotional time as people get nostalgic for friends, family members, and holiday experiences of years past. It’s also a time where people make decisions emotionally rather than rationally – especially when it comes to purchases. Because of this, you should try to lean into the most emotional factor of your campaigns as much as possible. Focus on cheery words and images that will help people feel good about things like giving back, “paying it forward,” and more. This is more likely to trigger an emotional response in your campaign, which will spawn action sooner rather than later.

These are just a few of the core ways you can use the holiday season to your advantage throughout your marketing campaign. Perhaps the most important benefit of the holidays is that you’re working with a built-in ticking clock. Christmas is right around the corner, and no matter what you do, you can’t delay it. People will naturally feel inclined to get those last minute gift purchases in before the big day arrives. If you’ve been playing into the holidays for your entire campaign, you can pretty much guarantee that you’ll be on the forefront of their mind.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

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.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

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.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

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?


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

Tips for Nurturing Existing Sales Leads

sales

While bringing new leads into your business is always important, sometimes it’s not the “be all, end all” solution to your bottom line. Remember that according to most statistics, an incredible 90% of new prospects are merely in the “browsing” stage of their relationship with your company – meaning that they’re not quite ready to buy. Out of every new lead you bring into your business, only 5% are ready to pull the trigger – if that. While you may think this means you have to work harder to bring in a higher volume of leads (this is a numbers game, after all), try a different approach. Don’t forget about the leads you already have.

If you want to get better at nurturing your existing sales leads to get them ready for that ever-important purchase, you’ll want to keep a few key things in mind.

You Are an Authority. Don’t Forget This

When people think about nurturing leads, one of the qualities required for a solid relationship is one of trust. Never forget that you’re not just selling a product or service – you’re also selling yourself. People are a lot more willing to spend money with your company if they trust that you know what you’re talking about.

Don’t JUST hit your prospects with sales materials over and over again; this isn’t lead nurturing, this is badgering. Instead, try sending helpful, well-researched content in their direction as well. You need to be focused on establishing that you know what you’re talking about. People aren’t just going to take your word for it. When you spend time positioning yourself as an authority and focusing on the other qualities of lead nurturing as well, people will begin to see you as the solution to their problem when they do feel comfortable enough to buy.

Don’t Just Make Contact When You Have Something to Sell

One of the biggest mistakes that a businessperson can make involves only remembering that a lead exists when you need to increase your sales numbers for a particular quarter. Nurturing leads requires you to keep in mind that you’re talking about more than just line items on a balance sheet – prospects are living, breathing people who don’t like to feel used.

As a result, make an effort to reach out to a few of your potentially higher quality leads even if you’re not pushing a new product or service. Thanks to the power of social media, this is easier than ever. Even a quick Facebook message on a birthday or at Christmas will go a long way towards strengthening (and increasing the ultimate value of) your relationship.
These are just a few of the many reasons why it is so important to nurture your existing sales leads. None of this is to say that you should stop focusing on bringing in new leads and turn 100% of your attention on existing ones. As always, success requires you to strike a delicate balance between the two. But if you let the majority of your existing leads lay dormant for too long, you’re burning a lot more than just potentially important relationships. You’re leaving a lot of money on the table at the same time.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

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.


Click here image

Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.