7 Advertising Basics for Small Business

With many advertising options, billboards, websites, direct mail, etc., it can prove challenging to advertise effectively. Still, there are guides to lead you down the right promotional path for small businesses.

Let’s take a look.

7 Advertising Basics for Small Business

1. Budget

When you think about advertising, of course, you need a budget. And most small businesses don’t have large ones.

This is probably best used in ways that maximize your return, rather than throwing it all in on one large ad on TV.

Leave that for the big businesses that have large budgets.

2. Website

A professionally-designed site can cost thousands of dollars, so try online templates. These work well to foster name recognition and promote your products and/or services.

In addition, you can add pictures, logos, and illustrations that look professional for a fraction of the cost.

3. SEO Marketing

Promote your website.

SEO (Search Engine Optimization) is a practice that aligns your business with Google’s ranking algorithm.

Get Google to advertise it with the right tools. For example, add relevant (industry- and location-based) keywords to specific places on your website.

4. Paid search marketing

Google AdWords and Bing Ads can bring in traffic to the website and help your business feature prominently when people search for relevant phrases.

For $20 or $30 a day, you can get your name in front of the right people searching for what you have to offer.

5. Social Media

There’s also Facebook, LinkedIn, and Twitter to get the word out. These are relatively easy to use if you know what to say.

It’s possible to hire a writer on a freelance basis who can write these for you. Or, if you have a marketing team, enlist someone to write these regularly.

This is a great way to get in front of people daily, or at least regularly.

6. Traditional Print Advertising

Use flyers, postcards, and brochures for marketing your business effectively. It’s inexpensive, and it works.

Provide coupons on the handouts to informally track effectiveness.

You can use oversize postcards to get a better reaction since they tend not to get lost in the shuffle.

7. Combine Print and Online Efforts

Print and online advertising complement one another.

For example, on your printed pieces, be sure to have a call to action that involves visiting your website. Then give them a coupon or discount when they visit.

Likewise, when they visit your website, try to capture their physical address so you can send them direct mail. This is very effective.

You can do many things to promote your small business. However, traditional direct marketing is still in high demand.

Check us out today to learn more!

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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4 Print Marketing Materials to Increase Your Sales

Print marketing is a valuable tool to increase your sales.

It stands out, generating a greater return on investment. 80% of consumers act on direct mail advertisements, and 92% of 18- to 23-year-olds say it’s easier to read print over digital material. Print marketing itself has a wide variety of options. Below are five effective choices and why they work.

Promotional materials increase sales.

Promotional materials are one of the most popular and effective print marketing tools. 

Popular promotional products include stickers, fridge magnets, key chains, t-shirts, and bags. They usually include your company’s name and/or logo. In the U.S, promotional materials is a $17.8 billion industry. Given their efficacy, it’s no wonder the business is so large. 

When deciding which promotional materials to use, bear in mind the best promotional items are the ones customers will keep. 77% of customers said the promotional product’s usefulness was their number one reason to keep it. Customers considered health, safety, technology, and writing products to be the most useful.

A calendar is one example of a useful and, therefore, effective promotional material. 

Promotional material example: calendars

Over its lifetime, a promotional calendar will generate around 850 impressions, making them extremely powerful marketing tools.

Customers love calendars because they are useful. Recipients will hang them up and use them often to remember important dates and events.

You can use the calendar’s space to highlight positive customer stories and include your business’s important dates. 

Brochures increase sales. 

Brochures give you the space to provide detailed information about your business. 

Often, they work best in location-specific spaces, making them perfect for the tourist industry. According to Bentley University, 95% of visitors who pick up a brochure become aware of a business, and 83% of visitors plan to visit a company they see in a brochure. Those are high statistics! 

Posters increase sales.

40% of those who saw a poster visited the business advertised, 24% made a purchase, and 13% recommended the advertiser to others. 

Again, these are very promising numbers. For example, if 100 people see your poster, which is more than likely if you place it in a high-traffic area, then this will translate to about 24 sales and 13 likely sales.

The 13% who recommend the advertiser to others is a positive statistic. After all, word-of-mouth advertising is highly effective, increasing trust and sales. 

Catalogs increase sales.

Catalogs allow you to highlight your most profitable items to prospective clients. 

In a world that’s becoming increasingly advertisement averse, catalogs are a breath of tried and true air. 84% say they enjoy catalogs from brands they’ve purchased from in the past, and 57% say they enjoy receiving catalogs from brands they’ve never heard of. 

Because customers enjoy receiving catalogs, they are more likely to keep them and look at them. On average, consumers spend about 15.5 minutes looking over catalogs and hold onto them for about 20.3 days.

Promotional materials, brochures, posters, and catalogs are a small percentage of the many print materials to increase sales. We’ll help you find the best match to serve your needs. By keeping the cost of printing low, your sales can go high. 

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


#Print #Directmail #Marketing #Mail #Banners #Publications #Postcards #PromotionalMerchandise #BrandedApparel #Catalogs #HRmanuals

Brand Your Business with Consistency

 

We all want to be remembered, and those who succeed know one thing: Consistency is the key.

“A report from Forrester says that 95% of customers use three or more channels to connect with a company in a single service interaction,” according to Grammarly Business.

To get people’s attention, you need several routes and types of interaction.

Businesses that brand consistently are 3.5x more likely to get strong brand visibility than inconsistent brands.

How do you brand more consistently?

7 Top Tips to Stay Branded

1. Brand Consistency.

There needs to be a similar message and experience for your brand.

Brand consistency is important for every business because it directly and immediately impacts the perception of your brand and company, both internally and externally.

If it’s not consistent, it causes mistrust among your customers, which causes them not to want to do business with you.

2. Remember the Rule of 7.

Marketers need an average of seven contacts (or touches, impressions, or interactions) to turn a prospective buyer into an actual buyer, according to Eyal Katz of Oktopost.com.

Of course, you don’t need to take it literally but remember it takes several contacts to reach a potential customer.

3. Use Paid and Organic Material.

Engage customers with ads, but make sure you add your own worthwhile content. Start a conversation about business or strategies with your potential customers to keep yourself in the front of their minds.

4. Create a Great Website and Keep it Updated.

Make sure your website represents your business well and that it goes well with the printed marketing you do. It takes about 50 milliseconds (0.05 seconds) for people to form an opinion about your website, according to IWD Magazine.

5. Build Your Brand With Every Effort.

No matter what avenues you use to promote your business, you will need to be consistent. Make sure the images are similar, the logo is sharp, and the message is the same.

6. Keep the Same Tone and Voice.

When you create your copy for social media, print, or even the spoken word, ensure the tone is the same. If you want to be taken seriously, make sure the style is professional. If you are a fun, dynamic business, use those words. Just make it consistent.

7. Send Direct Mail.

Direct mail has a more believable delivery. Therefore, people are apt to read it and believe it, which leads to more sales for you.

Whatever you do to be consistent, know that we are consistently here for your printed marketing efforts. We are on time, reliable, and produce high-quality pieces.

Reach out today!

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.
 

5 Tips for Effective Product Packaging

Product packaging can be just as important as your product.

The packaging is what the potential consumer sees, influencing their purchasing decision. In fact, 72% of Americans say the product packaging influences their purchasing decision. Check out these five tips for effective product packaging. 

1. On-brand product packaging 

Your packaging should be a consistent extension of your brand. 

Your brand is how your company looks and feels. Follow your brand style guide when designing the packaging. If you don’t already have a brand style guide created, now would be a great time to get started. 

Your brand style guide is used throughout your business to create general guidelines for the look and style of your brand. It establishes colors, fonts, and much more to ensure the consistency of the brand. It should portray your brand’s personality and values. 

Just as important as staying on brand is functionality. 

2. Functional product packaging 

Your product packaging should fulfill its function before all else. 

Consider the product packaging’s use within the life of your product. 

First, it must adequately protect the product. You should be prepared for both gentle and hard handling. Make sure you account for any special care of the product, including light, ventilation, water, and heat concerns. 

Second, it must include all important information to abide by rules and regulations to avoid a potential lawsuit. 

Third, the packaging must fit within the size, weight, and volume constraints. Consider making it stackable so it can be easily stocked. 

Fourth, the packaging must be easy to open. There’s nothing more frustrating than trying to open a package that makes you think the company doesn’t want you to get to the product. 

Fifth, if the packaging will be used throughout the product’s life, then make sure the packaging is adequately made for this purpose. For example, make it resealable and durable. 

Over-the-top packaging which does not serve a functional purpose can be a waste of money due to environmentally conscious consumers. 

3. Environmentally friendly product packaging

Consumers are becoming increasingly environmentally conscious. 

Many are looking for ways to reduce their environmental impact on the earth, including reducing their waste. Therefore, they’ll want to look for companies that align with their goals. Environmentally friendly product packaging can have many different faces. 

• Use recycled materials.
• Use recyclable and/or reusable materials.
• Reduce the weight and size of your product packaging.

Environmentally conscious product packaging can help it stand out, among other methods. 

4. Product packaging made to stand out 

Your packaging is the face of your product. 

Little things can make a big difference in customer purchasing decisions. Effective product packaging can trigger impulse buying from customers. If you can find ways to differentiate your product packaging from your competitors, you’ll be better able to stand out, increasing sales.

Research your competitors to see what they are doing. Brainstorm ways your product packaging can stand out. Consider: 

• Shape
• Presentation
• Color
• Design
• Layout 

However, there are some things you don’t want to change. 

• Keep your packaging within your industry parameters.
• Include your product, brand name, and one to two main selling points.
• Be honest. You’re going to want to present your product in the best light, but there’s a line between positive framing and lying. With great products, there’s no need to stretch the truth. And in the end, it’s counterproductive because you’ll anger customers who don’t get what they thought they bought after they’ve unboxed the product. 

5. Product packaging for unboxing

Lately, unboxing videos have risen in popularity. 

Unboxing videos include customers buying products and then filming themselves unboxing them. They rose in popularity because the viewer could receive second-hand satisfaction from unboxing new products. It also highlighted the importance of the unboxing experience for customers.

From a business’s point of view, unboxing videos provided authentic, customer-produced marketing. Products with unique packaging provide material for great unboxing videos. Get creative and try to generate ways you can enhance the unboxing experience. For example, include a thank you card or stickers.

Unique product packaging examples

Guidelines and tips can be vague, which is why examples are useful. 

Check out a few examples of creative product packaging. 

• NYC Spaghetti. The designer created product packaging so the spaghetti resembled the Chrysler Building. This catches customers’ attention.
• Butter! Better! Here, the butter container comes with a knife so the user can easily use the butter. This will fix the frustration of lacking utensils. The design expertly combines function and form.
• Görtz 17 Shoelace Box. Here, the company developed more environmentally friendly bags while also keeping things creative. Being a shoe store, it perhaps wasn’t innovative to put a shoe on the box. But it was innovative for them to incorporate real shoelaces that extend from the box’s design. 

Hopefully, these examples can spark some product packaging creativity. 

Consult your printer about product packaging 

Product packaging can get overwhelming. 

There are so many details involved. But, we can help the printing be the least of your worries. We can point you in the right direction to avoid printing challenges resulting from your design not quite matching your material. We can also discuss costs and lend our general expertise. Happy product packaging printing!

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.
 

Breaking Down the Buyer's Journey

 

The buyer’s journey lays out the process the buyer takes when buying a product or service. Understanding this journey allows you to be better prepared to meet your customer’s needs each step of the way. 

Stage 1: Awareness 

In this stage, the customer is made aware of a problem they would like to alleviate. They research this problem so they can better identify it. 

Actions you can take in stage 1.

You can provide the prospective client with information to educate, entertain, or inspire them.

For example, your company could provide information through brochures, blogs, website content, press releases, videos, and social media. Not only will you inform your client base, but you will also grow your clients. According to HubSpot, blogging increases your website traffic by about 55%. 

Stage 2: Consideration

Now, the prospect has identified the problem and begins to research ways to alleviate it. The prospect will start to compile a list of products and brands. 

Actions you can take in stage 2.

You’ll want to effectively communicate to the prospect how your business can solve their problem and why you can better provide what they need over your competitors.

Continue to provide resources to your prospect, this time focusing on what makes your product or service stand out through your unique selling proposition. 

Stage 3: Decision 

Now it’s time for the customer to decide which company and product to go with.

The customer has done their research. Throughout their research, your company has hopefully come up multiple times as a reliable resource for them. This in itself will subtly make your company more attractive. 

Actions you can take in stage 3.

You must be able to respond to potential objections or hesitations the customer may have about buying from your business.

Provide a unique selling proposition to better help your business stand out. This will help your business maximize conversion rates, turning prospects into customers. 

Stage 4: Post-Purchase

The customer has completed a purchase and will eventually consider buying from you again.

Statistically, past customers are much more likely to buy from you compared to prospective customers. According to the book Marketing Metrics, businesses have a 60-70% chance of selling to an existing customer compared to only a 5 to 20% chance of selling to a new one. 

Actions you can take in stage 4.

It’s your job to continue interacting with your client, so they purchase again.

Perhaps send them flyers through a direct mail campaign to accomplish your goal of turning a one-time customer into a loyal one. Thank them for their purchase and provide a call to action. 

Every buyer’s journey is unique. 

Knowing the buyer’s journey framework is helpful, but keep in mind it breaks down an extremely complex process into the simplest form.

The exact buyer’s journey varies depending on the industry and the buyer. Therefore, do your own research into your customers’ unique buyer’s journey. Perhaps try asking for feedback and providing gift cards as an incentive. 

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.

7 Fun Promotional Products to Celebrate Your Business

When attending events, people coming to your booth enjoy picking up promotional products that remind them of your business and are useful in their homes.

A study by the Advertising Specialty Institute revealed an 85% recall rate on promotional items. In addition, most households have an average of 30 promotional items, including pens, mugs, and travel accessories, which help increase the recall rate for businesses. 

Handing out promotional items has many benefits for businesses, including: 

• Increasing website traffic
• Boosting brand awareness
• Helping increase free customer reviews and referrals
• Finding new social media followers

Below are seven fun promotional products to celebrate your business and hand out to customers and potential customers.

7 Fun Promotional Products to Celebrate Your Business

1. Coffee Cups and Mugs

Branded coffee cups and mugs are a favorite among those who collect promotional products and swag. Clients and customers will be reminded of your business every time they enjoy their morning coffee or cup of tea. 

2. Portable Chargers or Power Banks

Everyone has some portable electronic device, such as phones and tablets, which they carry.

Giving out portable chargers or power banks offers customers a way to charge their wireless devices without finding an outlet. Many people do not spend the money on these devices and will carry the one given to them with your company logo everywhere they go. 

3. Travel Pack and Accessories

Several accessories help travelers make their journeys much more effortless and offer a unique opportunity to create and distribute promotional items.

Create a travel pack and accessories if you have travel customers, such as travel notepads, passport holders, organizers, and bag tags. 

4. Food, Snacks, and Chocolates

Food, snacks, and chocolates make for good prizes or promotional giveaways.

Work with a local food brand to create branded goodies to give away to customers or at an upcoming community event. Promotional food, snacks, and chocolates include fruit baskets, cookies, pastries, boxes of chocolates, and cakes. Include a thoughtful card and personalize the promotional basket for the client or customer you send it to.

5. Pens, Pencils, and Highlighters

Some of the everyday things people grab from event tables and businesses are pens, pencils, and highlighters. These are popular items and very affordable when looking for branded promotional items to give away. 

6. LED Flashlights

LED flashlights can be full-sized flashlights or as small as keychains and are popular giveaways at events. Use branded LED lights as prizes to winners who stop by your booth during a promotional event. 

7. Reusable Water Bottles

Today, everyone has a reusable water bottle they use to go to the gym, go walking, or have with them when out of the house. In addition, branded reusable water bottles are perfect giveaways at events and can be spruced up with built-in diffusers, straws, etc. 

Whether you are looking for some promotional items to send out to clients, use as giveaways, or hand out at an upcoming promotional event, there are many to choose from that people love.

Selecting the best promotional item to hand out ensures people who receive it will keep it in their homes or pass it along to someone else who may be able to use it all while keeping your brand top of mind. 

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


#Print #Directmail #Marketing #Mail #Banners #Publications #Postcards #PromotionalMerchandise #BrandedApparel #Catalogs #HRmanuals

5 Key Trends in Direct Mail for 2022

 

In a world of online and virtual marketing, direct mail promotions are still going strong.

According to a study by the Direct Marketing Association, direct mail has an average return rate of 4.4%, which is 10 to 30 times higher than digital marketing efforts. With these stats, businesses that are not taking advantage of direct mailing marketing are missing a large group of potential customers and clients.

Below are five key trends in direct mail for 2022:

1. Send Out Postcards

Direct mailing campaigns using postcards have grown in popularity, providing an inexpensive method to reach customers and clients.

Postcards are affordable to print and mail, offering many opportunities for a quick turnaround and fast marketing effort. Keep information on the postcards minimal, to the point, and visually appealing.

2. Mail Out Gift Cards

Materials can increase the return by including gift cards featuring a discount or special offer with direct mail.

Gift cards entice recipients to want to come in and learn more about your products and services and may encourage them to make a purchase using the discount.

Businesses that take advantage of sending out gift cards to customers stand out and make an impression on potential clients.

3. Send Personalized Offers

Creating a mailing list of loyal customers is the best way to develop a personalized direct marketing plan.

Get in touch with your customers and send out customized discounts and offers based on their past transactions with your company. Getting to know more about your customers also helps you create personalized offers via mail.

4. Partner With Local Businesses

Partner with local businesses which complement yours by offering a specialized promotion for both of your client bases.

By partnering with another local company, you can tap into their mailing list while allowing them to use yours while sending out a single mailer with a special for both of your companies. The direct mailer partnership helps grow your reach while creating a great relationship with another business.

5. Use a Sustainable Marketing Plan

Sustainable marketing plans help those using direct mail promotions to use paper stock created from a sustainable source.

Using an FSC-approved paper, reducing the quantities sent out, and using smaller mail pieces can help reduce your business’s carbon footprint while also maintaining a direct mailing marketing plan.

Creating a direct mailing marketing plan can help keep your business relevant, in the minds of your clients, and in front of potential customers. Creating a direct mailing campaign involves several factors to help you stay on top of your competition and be environmentally friendly. Take advantage of the above-listed tips to help enhance your business’s mailing plans this year.

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


#Print #Directmail #Marketing #Mail #Banners #Publications #Postcards #PromotionalMerchandise #BrandedApparel #Catalogs #HRmanuals