Printing Arts Press Blog: Word on the Street

Tuesday, October 19, 2021

Disable Defenses by Creating Curiosity with Your Marketing

You want your prospects to understand how your products can solve their problems, so they’ll be moved to make a purchase.

But people don’t go from uninterested observers to committed buyers overnight. Asking for a sale is a relational proposition. And relationships have rules. Understanding the stages of a marketing relationship is important because it helps you understand what your sales funnel needs to accomplish.

Just as you wouldn’t propose marriage before a first date, you can’t rush a customer into a purchase.

What do romantic relationships, friendships, and committed customers have in common? They all move through three stages:

1. Curiosity

2. Enlightenment

3. Commitment

People will not want to know more about you (enlightenment) unless they are curious about you. And until they know how you can help them, they will never commit.

Curiosity is a Snap Judgment

The curiosity stage of a relationship is about instant impressions.

Whether you are scanning a print ad or sorting piles of mail, your mind is always evaluating information. Anything not relevant to your survival is perceived as “junk.” You’ll toss it aside completely, or you’ll procrastinate and plan to give it attention later.

At the curiosity stage, prospects decide whether to keep or discard the information you’re offering. At this stage, if you don’t tell somebody how you can make their life better, they will set you aside.

When it comes to marketing – whether it’s the tagline on your direct mail envelope or your entire elevator pitch – you will never succeed if you can’t succinctly express how you will help people survive.

Want to build engagement by provoking curiosity? Get them wondering about something or look for ways to turn information into a quest. A few ideas:

-- Strive to make the information personally relevant

-- Avoid using material that is given away freely elsewhere

-- Use a compelling “missing information” teaser

-- Offer the promise of something worthwhile

-- Combine a curiosity headline with a self-interest subheading

-- Use visuals to suggest or create the perception of mystery

Samples of Curiosity Teasers

Learn why you never want to eat this before flying!
Is the Honeymoon Over?
If You Live in Siberia, This Trick Could Save You Thousands!
The Secret of a Clutter-Free Office
Why You Don’t Want to Drink the Pool Water
Are You Maintaining Your Life or Actually Enjoying It?

Finally, remember to provoke customers with a vision of the “ideal version” of themselves.

Very little of what makes people curious is rational. People don’t buy products or join a movement because they are thinking rationally. They commit based on emotion, status, or dreams of their aspirational identity. If you can stoke curiosity by tugging these heartstrings, you’re already halfway to a sale!

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

Wednesday, October 13, 2021

The Key Components of a Good Brand Strategy

Developing a strong brand isn’t as easy as others think.

It’s no secret that consumers purchase based on trust, but how can businesses develop that trust if no one knows who you are? That’s the power of a brand strategy. If you don’t have a strategy in place, it’s like driving on the road with no destination.

The ultimate goal should be getting customers to connect with you, not your logo, not the website, and not the name (even if it’s catchy). A good brand strategy works behind the scenes, providing value that continues after they buy.

Key Components of a Good Brand Strategy

Purpose

What is the promise to the customer? Why are we in business? Why is it important to us?

These are the driving factors that set businesses apart. Thinking of it in terms of monetary and also non-monetary makes the difference.

Emotion

While it may sound weird, it’s true.

Customers are emotional about the brands they support because those brands can fully engage with like-minded audiences who believe in their purpose.

When brands connect beyond trying to sell a product or service, they win.

Consistency

Staying consistent when promoting the brand is vital in getting the audience to remember you.

It doesn’t matter what platform the brand is on; consistency creates harmony, and harmony creates trust.

Adaptability

Brands must be flexible and adaptable to succeed.

There’s power in the pivot. When something isn’t working, being able to quickly adjust and adapt while maintaining consistency can help solidify a brand’s place in the market and create a new customer base.

Involvement From Employees

Brands that take the time to listen to their employees and work in one accord in how the brand is presented go a long way.

If the brand is upbeat, customer service and every employee in the office should follow suit. Again, consistency, consistency, consistency.

Loyalty

When customers are loyal to your brand, you should be just as loyal.

Take the time to create incentives for them to come back. Whether it’s a coupon off or something more elaborate, your appreciation helps those people appreciate you too! A little thanks goes a long way.

Awareness of the Competition

It should go without saying, but sometimes this mindset needs to be reinforced.

You should be learning from the competition. Your goal – offer a better experience in every way.

These are the best ways to create a brand strategy that has longevity and goals you can achieve from the beginning while refining along the way. This is a functional, working part of your marketing strategy that helps you communicate better while attracting and retaining customers.

Every business goes through growing pains, but not having a brand strategy can seriously hurt your chances of making your mark on the industry. With so many ways to connect with different types of customers, the best thing you can do is give yourself a competitive advantage. Your brand strategy can help with that.

So, do you have a brand strategy in place, and is it working?

Tuesday, October 5, 2021

Creative Ways To Use Print Marketing to Boost Your Business

There are many ways to increase business through marketing with print.

Although the world has experienced an unparalleled technological revolution, print media’s importance in reaching customers remains an uncontested force.

According to Forbes, print marketing is more recognizable, memorable, and decipherable to consumers than its digital counterpart.

As old as advertising itself, print media is an invaluable resource. A host of strategies have yielded results over time; however, unique print marketing campaigns have ultimately proven the most successful.

Utilize Social Media’s Simplistic Design

Most companies have adopted digital media into their marketing repertoire.

Customers enjoy simplistic layouts, separating information and graphics. Plus, it has become a recognizable feature of this media-minded society.

Easy ways to incorporate digital inspiration into print marketing include (but are not limited to):

Signage on or around your business
Business cards
Mailing materials
Promotional handouts

Incorporate the Magic of Multiple Mediums

The Louvre famously employed a simplistic roadside billboard campaign in 2017.

It emulated the orientation, scale, and minimalism of a typical social media post that billions of users are familiar with. However, the museum also took the additional step of including non-conventional aspects to complement their high-way gallery. They set their roadside advertisements up to sync with three local radio stations. The audio component allowed drivers to hear a 30-second artist introduction. Along with attracting more visitors, the Louvre also gained international recognition for its creativity.

There are endless undiscovered frontiers companies are exploring every day.

One of the best parts of print marketing is its versatility. Virtually anything can become a canvas to market your business. Marketing can also be seen in other lights. For example, a print media campaign does not have to include conventional forms of print advertisements.

While signage, business cards, and mailers are fantastic ways to reach customers, marketing can also be done through creative and more indirect ways.

Printing Is the Best Marketing Route

Regardless of the methods you employ, finding the right printer to begin your next successful and innovative marketing campaign is simple.

To truly transform your business, join forces with an experienced team of print marketers. We're here to help.

Wednesday, September 29, 2021

5 Low-Cost Customer Appreciation Strategies

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down simply by spending his money somewhere else.”

~ Sam Walton (Founder of Walmart and Sam’s Club)

They say every business has three types of customers.

There are price-conscious people – clients who will leave if they find a better deal. There are fence-sitters – those who like your brand but could be persuaded to go elsewhere. And there are loyalists – people who are willing to pay more to maintain a relationship.

If you move people toward loyalty, your bottom line will thrive. The success rate of selling to new customers ranges between 5-20%, while that rate soars to 60-70% for existing customers. And a 5% increase in customer retention can increase profits by as much as 125%.

With limited time and energy, devoting some of your marketing budget to customer appreciation makes good sense.

Here are five simple ways to build loyalty by showing customers you care:

1. Handwritten Notes

Over 70 years ago, Hallmark crafted one of the most memorable slogans in history: “When you care enough to send the very best.”

The phrase was spot on – thoughtful written communication speaks volumes. When you want to touch your most valuable customers, a handwritten note is the gold standard. Though these notes take time, they really do work.

Put this goal in your task list and pen one appreciation note per day.

2. Giveaway Contests

Sharing is caring!

There is nothing like the word “free” to grab attention and earn fans, especially when you give away something of value.

As soon as you post a giveaway contest, your popularity will soar. Try weekly email giveaways featuring business books or tutorial freebies. Onsite contest entries or selfie social media posts that tag your brand are a fun option. Or build engagement with a “caption this photo” challenge.

3. Happy Kids, Happy Parents

When you put kids first, parents will notice.

What are some ways you can honor families in your line of work? It may be countertop treats, mini water bottles, waiting room play areas, a coloring contest, or sibling discounts. Even a fish tank or a set of wooden puzzles can boost the happiness factor by ten.

Appreciate your families by welcoming their kids.

4. Learn & Share

Whether you’re building your content marketing or strengthening B2B relationships, giving away wisdom is a no-brainer.

When you find a great online resource, a quick life hack, or a useful industry resource, make a point to pass it along. Or create tip sheets and videos demonstrating beneficial ways to use your product. Helping people succeed is a smart way to build relational currency.

5. Promotional Swag

Double your marketing efforts by combining a gift and your brand.

Stick your logo on USB drives, notebooks, stadium cushions, and more. People love getting something for nothing. And they’ll be reminded of your appreciation again and again.

Show Your Appreciation Through Print

As business author Michael LeBoeuf says, “a satisfied customer is the best business strategy of all.” Give people time, words of appreciation, or gifts and turn price-conscious fence-sitters into loyal followers and friends.

In a digitally saturated generation, print materials are one of the best ways to solidify your business relationships. Want to win over customers month after month so your business will thrive? When you’re ready to talk options, we’re here to help you inspire loyalty through print.

Tuesday, September 21, 2021

Using Content to Win New Customers

Marketing content is a useful tool for any business trying to generate more traffic to their doorstep, either digitally or in person.

Whether your content is provided through a direct mailer or digitally, the right information catches people's attention and attracts them to want to find out more.

And that generates valuable activity that causes sales to happen.

Yes, content is powerful and profitable, but what kind of content works? Here are valuable content tips that can make a difference for your business.

Don’t Reinvent the Wheel

A lot of energy, time, and resources are consumed creating new methods from scratch, whether in business or anything else.

So why go down that road when you can learn by working examples instead?

The key is to focus on companies and organizations that put out both digital and print content that is wildly successful. It doesn’t even have to be the same industry as yours.

Instead, look for methodology and strategy. What is it about these businesses that makes their content work? Find the system, learn the approach, and then apply it to your business.

Pinpoint What Attracts Customers to You

In traditional marketing, identifying viable customers is known as “defining a target market.”

Typically, a marketer would find the right type of demographics mix that makes up a target market and then aim marketing efforts towards that person, hoping for a response.

Today, however, things are easier.

Ask your current customers what they appreciate and like about your business and find more people with similar interests. Then shape your content accordingly.

Screen Your Existing Material for Easy Gems

Most likely, your company has already produced a library of information that can be used to create content for customers.

Review your existing resources, modify the material, and post or print it for them to find. Customers connect to the most amazing things; the trick is to tell a story that brings them back for more.

Don’t Brain Dump, Choose Material Wisely

Content is never an accident.

Your customer-oriented material should be part of an overall story you tell each month to audiences. Every piece should connect and integrate with the next during each content push window.

One of the best ways to do this is to shape your content for each month. Whether weekly or daily, the month’s material should be planned, summarized, and segued from one piece of the story to the next. Consider each content piece a chapter in a bigger book.

Make Sure Your Writer is Passionate

If your content is just a chore for whoever gets assigned the task, it will show in the writing.

Make sure your writer actually has a passion for your topic, and the difference will come out naturally. It will also be far more attractive to your customers, who will find the content genuine and natural.

Avoid Hard Calls to Action

Remember, your content’s goal is to generate an audience for your business.

Hard messaging stands out awkwardly in genuine content. Instead, the material should be informative, helpful, and useful. The body of the content will do its work and attract customers, who will then seek your business on their own and connect it with your business. Their interest will do the rest on the natural. This is why content generation is so powerful.

Lastly, make your content human and personal. Put a face to it if possible. Customers connect far more to a person than generic information.

Sunday, September 12, 2021

Increase Customer Engagement with Out-of-the-Box QR Codes

Not long ago, scanning books or groceries by a rectangle barcode seemed quite novel.

It was fast, convenient, and just a little fun. But as society’s pace accelerated, so did our need to read barcodes efficiently. In 1994, Japanese auto-makers adopted “Quick Read” QR codes (square matrix barcodes that could be scanned from any direction) that stored a hundred times more information than conventional barcodes.

Enter QR Creativity

In this micro-attention age, QR codes can catch the fleeting attention of your audience by adding both efficiency and quirkiness to your designs.

Today’s customers love to actively participate – not just passively consume – so why not take people on a “digital scavenger hunt” you’ve created by leading them to a URL for your landing page, a direct link to your social media page, or to retrieve personalized texts from your team?

While many QR codes are bland, they don’t have to be. Here are just a few out-of-the-box ways businesses are using printed QR codes to build bridges with clients:

WiFi Network Sharing

Want to make your network accessible and convenient for your guests?

Simplify this step by building a QR code that allows them to connect to your WiFi with just one scan. Instantly connect users to the network and make their lives more simple and stress-free.

Surprise Gifts

Gifts are a treat, but surprise gifts are even better.

When you want to thank a VIP customer or impress a first-time client, offer them a printed thank you postcard with an unexpected giveaway they can access by scanning the QR code. This builds emotional engagement by adding both participation and a greater level of surprise.

Menus

Try replacing bulky tri-folds with simple table tents or bookmarks when you want to keep your menus crisp and current.

Customers can scan the QR code to read the full menu, view seasonal or daily specials, or even pay after completing the order.

Invoice Surveys

When you ship goods to your client, offer a discount if they complete a quick survey after scanning your QR code.

Happy clients are more willing participants. Grab them on the spot as they unbox their new purchases!

Die Cut Overlays

If you use plain brown gift bags or simple white boxes, you can add color and charm with die-cut labels that double as a funky patterned QR code (like this playful QR valentine).

Who says beauty and functionality can’t co-exist? Have some fun taking people on “the code less traveled.”

Captivating Colors

Why live in the monochromatic when you can design in color?

Modern QR code generators allow you to add zest to your QR code based on your aim, style, and brand theme. Some software even allows you to choose patterns, build logos or faces into your code, or add sophisticated gradients.

Bridge the Gap Between Print & Digital

Nielson found about 56% of consumers rely on printed matter for sales information, specifically when seeking information on a purchasing decision.

Print is seen as a concrete, reliable source, especially for prospects nearing a decision. By including QR codes in print marketing, you increase the potential for landing a valuable client. Consider using QR codes for:

Product packaging, invoice stuffers
Printed menus, business cards, or rack cards
Store promotions with discounts available at checkout
Promotional games, puzzles, or scavenger hunts
Stickers for merchandise, packaging, displays, or cards

Increase your conversion rates while coaxing prospects further down the sales funnel in a fun, effortless manner.

Thursday, September 9, 2021

7 Steps to Overcoming Decision Fatigue

Just like any muscle in the body, the brain can also get tired.

According to Medical News Today, a human’s ability to make decisions can worsen after making many decisions, as their brain will be more fatigued. This can lead to an emerging phenomenon called decision fatigue, which can cause mental fatigue, increasingly worse decision making, impulse buying, procrastination, decision avoidance, lack of focus, pessimism, and lapses in judgment.

And it could be the reason you find it hard to get stuff done. It’s not your fault. It’s just your brain’s natural defense mechanism.

When the brain becomes depleted, it shuts down non-essential services, including the prefrontal cortex, which is the area of the brain responsible for complex decision-making.

Unfortunately, entrepreneurs can be affected by decision fatigue because they make many decisions throughout the day, feel greatly affected by the decisions they make, and make stressful and complex decisions.

Luckily, there are steps that you can take to alleviate the mental toll of constant decision-making.

7 Steps to Overcoming Decision Fatigue

1. Simplify

Find ways to reduce the number of decisions you have to make in a day by simplifying your life and creating habits.

For example, create a minimalistic wardrobe. Food prep or form consistent meal plans. Develop habits, so you no longer have to decide whether or not to do something. You start to do it automatically.

2. Plan Ahead

Plan the night before for the day ahead.

This will limit the number of decisions you’ll need to make during the day. You’ll no longer have to decide if you should do this or that. It’s prewritten. You just need to follow the script. Much easier.

3. Hard First, Easy Second

Tackle the hard stuff first when your brain is the most energized.

Some may find it tempting to take on the easy tasks first in order to ease into the day. But, when you reach the more challenging items, it will be much harder to complete because your brain is already depleted. You’re not doing yourself any favors.

4. Take Breaks

Small breaks energize your mind and make you able to continue working optimally for longer.

These breaks could include a meditation (focus on breathing for a set period of time), a short walk, or even a power nap. You’ll come back energized and ready to conquer the rest of the day!

5. Self-Care Matters

Take care of yourself.

Your brain and physical body function optimally when you are eating right, sleeping well, and not overworking yourself.

6. Don't Go It Alone: Outsource

Reduce the number of decisions you must make by outsourcing them.

For example, hire virtual assistants to cover the simple business decisions or hire extra employees to tackle more complex decisions.

7. Stand Firm

Once a decision is made, stick to it!

You already spent quite a lot of energy making that decision. There’s no need to go back, spend more energy, and change decisions. You’re just increasing your workload and decreasing your mental energy.

It's Start with Your Mindset

Interestingly, it could be beneficial to change your view on how mental energy is used.

A study was conducted comparing Westerners and Indians. The Indian participants believed that exerting willpower was energizing, while the Western participants believed that exerting willpower was draining. The Indians performed better. Therefore, perhaps just changing your mindset regarding the brain’s energy could affect your energy levels.

A world full of decisions can be draining, but luckily there are multiple strategies to help you combat decision fatigue.