Friday, October 11, 2019

How to Win Over Millennials with Effective Print Marketing



Millennials and their Gen Z siblings are the first truly digital generations, some learning to swipe a screen before they could wipe their own faces!

Millennials are a particularly powerful bunch, currently holding more spending power than Baby Boomers. By 2020, this group will have a collective spending power of $1.4 trillion. What does this look like in a daily snapshot?
  • More than nine in ten millennials own smartphones, and 90% of millennials have at least one social media profile. Of that majority, 52% are active on 5 or more social media sites
  • Millennials make up 58% of mobile shoppers and are 2.5 times more likely than the average shopper to be influenced by a mobile app.
  • 73% of online millennials believe that internet has been mostly a good thing for society, and they certainly believe their gadgets bring personal benefits: 53% of Millennials said they would rather give up their sense of smell than their technology! 
  • While young people love being online, they don’t go there to read ads. In fact, YouTube recently hit upon the idea of six-second ads as a way to try and keep fidgety viewers watching.
While online presence can build your brand and increase your web traffic, businesses are finding their digital marketing campaigns are easily lost in the shuffle of online noise. Print is gaining influence each year, with direct mail alone showing strong results among millennials:
  • 92% are influenced to make a purchase by direct mail.
  • 90% said they would prefer direct mail over email.
  • 90% think direct mail advertising is reliable.
  • 73% use direct mail coupons when making purchases. 
  • 63% responded to a direct mail piece to make a purchase. 

Corner Younger Markets

When you want to reach new generations through print marketing, here are three ways to make your message more effective.

1. Keep it short and sweet.

Young people want answers fast, so keep ads quick and to the point.

Avoid long advertisements, and think about ways to increase visibility. Here’s one inspiring example:

Reddit currently has over 1 billion unique visitors per month, but at its conception, the company only had a small advertising budget of $500. Faced with limited options, its founders turned to stickers. Everywhere they traveled, they put stickers on posts and signs. They even gave them out to people with the request to “please sticker responsibly.” The sticker campaign paid off and later led to other grassroots campaigns that helped make Reddit enormously successful.

2. Use social proof.

Need an accurate answer?

Phone a friend or poll the audience! Millennials and teens trust friends, family, and testimonies more than the company they’re buying from, so incorporate reviews and user content in your ads to demonstrate why other others love your product. Use quotes, pictures, or user benefits others have realized, and you will easily gain influence.

3. Make it tech-friendly.

Use your company website in all print advertising, and consider adding QR codes and scannable coupons to increase digital and offline connections.

Use pictures of people using your products with links to unique online landing pages so you can better track your results. Make it easy for people to access your company online, and your sales will see an immediate boost.

Print to Win

In an ever-changing world, effective companies must learn to translate their products and values to a new demographic.

Be intentional through print, and you will cut through the clutter today.



 To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.


#print #directmail #printmarketing #marketing #printing #mail #banners #publications #marketingcampaigns #postcards #brochures


To address climate change, we must use more wood, not less.
Dr. Patrick Moore, Co-Founder, Greenpeace

Friday, October 4, 2019

4 Mistakes that Make Your Ads Fall Flat




Have you ever seen someone make a pitch without clearly selling their product?

In business, sometimes we get so close to our product that it’s easy to assume every reader “gets it.” Marketers spend big bucks to grab attention but fail to craft a message that truly connects.

Take this example:
Advanced Micro Devices (AMD) is a technology company offering innovative computing and graphic solutions for work, home, and play. AMD has begun partnering with a famous auto company to significantly reduce design time on new electric vehicles.

AMD recently ran a 2-page BusinessWeek ad with this headline: “AMD Makes It Possible.” The problem? People have no idea what AMD is. So what would cause people to keep reading?

In this ad’s copy section, AMD mentioned that they were able to cut design time on electric cars by over eight months. By burying this information under an obscure headline, AMD confused the reader and probably lost many sales. A better, more specific headline might have said this: “How AMD Cut Design Time From 12 Months to 10 Weeks.”

Quick Fixes to Make Your Message Count

When you use print advertising, you have approximately three seconds before your prospect moves on.

You need to make your message count! Here are four things to avoid in your next ad or direct mail campaign:

1. Too Much Copy

Too much copy is boring to read.

Often direct mail buries the lead under volumes of copy, hoping to save the best for last. This assumes people are interested in your content and that they’ll read to the very end. Even if you’re lucky, only a handful will.

Instead, try this:
  • Use loads of white space.
  • Keep things short.
  • Use sizzling adjectives and action-packed verbs.
  • Put your main benefits in your headlines and other prominent places.
  • Do all you can to make your offer leap out when people scan the page.

 

2. Focusing on Benefits vs. Value

The service you sell has its benefits, but sharing those features isn’t enough.

Customers want to know more than “what’s in it?” they want to know, “what’s in it for ME?” If your coffee pot has a delay start option, don’t just share this perk, describe the value it brings. Which statement do you find more compelling?

Equipped with a Delay Start Feature
-- OR --
Prefer Breakfast in Bed?
Delay Start Brings Piping Hot Coffee as Your Feet Hit the Floor!

 

3. No Clear Call to Action

One of the primary reasons print ads fail is a lack of clarity.

Does your piece contain a clear, single call to action? Is this call large, memorable, and easy to follow through with?

In today’s market, it’s not enough to give people a reason to buy your product. You must also show them why they need to act now. Don’t leave an offer open-ended – put a deadline on it (like, “Shop today! Sale ends on Monday!”) Or use a personalized URL, QR code, or concrete numbers to grab attention. Try something like: “Book today! 15% off your next visit,” or “order by Sunday for 1-day shipping!”

4. Vague Visuals

When designing an ad, ask yourself, “who is my target market?”

If it is 17-28 year-olds, be sure your images reflect this demographic. When possible, use photos of your target customers putting your product or service to use. When prospects wonder WHO your ad is for, your images should show “WHO” with a “when, how, or why.”

Tired of Falling Flat in print?

We all make mistakes from time to time, but using these tips will ensure you don’t keep repeating those errors.

Be clear, be brief, and offer value and your print ads will undoubtedly hit the mark.


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #publications #marketingcampaigns #postcards #brochures

To address climate change, we must use more wood, not less.
Dr. Patrick Moore, Co-Founder, Greenpeace


Tuesday, September 24, 2019

Printing Arts Press is proud to announce Awards won in 2019



September 2019 — Printing Arts Press is proud to announce Awards won in 2019.



Printing Arts Press is proud to announce Awards won in 2019. Printing Arts Press received 2 Silver and 3 Bronze PIANKO Print Excellence Awards for Announcements and Invitations, Newsletters, Calendars, Digital Printing and Environmentally Sound Materials. 

Each year, the Printing Industries of Ohio and Northern Kentucky holds its Print Excellence Awards Competition to reward Ohio and northern Kentucky printers that demonstrate excellence in 35 categories. Judges this year were retired printer and longtime Premier Print Award Judge, Michael Klyn from North Carolina and Jeff  Ekstein, Willow Printing Group, Ontario, Canada.  According to Association President Jim Cunningham these experienced Judges and Printing Experts indicated that the quality of the print entries continues to get better every year and were very excited about this year’s distinctive entries. PIANKO (soon to be renamed Graphic Media Alliance) is an affiliate of the national Printing Industries of America, the largest Graphic Arts Association in the world established in 1887.

Best of Category and Best of Show Print Excellence Awards were presented at the 2019 Leadership Conference on September 16 in Columbus, Ohio. The speaker at the Grand Ceremony this year was Jim Tressel, President of Youngstown State University and former Ohio State University Head Football Coach of the 2002 National Championship team.









About Printing Arts Press
For over 70 years, from creative design to marketing to printing publications, books, postcards, envelopes, manuals or brochures etc. and mailing services we’re able to meet our central Ohio clients’ printing, marketing and mailing needs with easy online ordering and fast results while generating cost savings. Please visit our website at www.printingartspress.com/feature/company-history/ for more company history and information.

For more information, please contact — 
Chuck Gherman, General Manager and President at Printing Arts Press and 2019 Board Chairman of PIANKO (soon to be renamed Graphic Media Alliance), www.printingartspress.com Visit our “Word on the Street Blog” at www.printingartspress.blogspot.com and LinkedIn.


About Printing Industries of Northern Kentucky/Ohio
For complete information on PIANKO and PIA, please visit www.printing.org.


#print #directmail #printmarketing #marketing


To address climate change, we must use more wood, not less.
Dr. Patrick Moore, Co-Founder, Greenpeace 


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