Four Ways to Build Brand Awareness with Print

In the iconic book, “7 Habits of Highly Effective People,” Stephen Covey says successful people “begin with the end in mind.”

Why? Because all things are created twice – once through imagination and later in reality. To succeed in business, you must clarify what you’re trying to accomplish and then optimally position your offering before a target market. Covey states this reality in blunt terms:

“[In business,] the extent to which you begin with the end in mind often determines whether or not you are able to create a successful enterprise. Most business failures begin in the first creation, with problems such as undercapitalization, misunderstanding of the market, or lack of a business plan.”

Building brand awareness is essential if your desired “end” is to grow your sales!

Boost Visibility for Your Business

Just as it takes a blueprint and nails to build a house, it requires strategic marketing to build your brand.

Brand awareness is the bedrock of your sales funnel, so savvy marketers will use every angle to keep their business in mind. Here are four attention-grabbing tools to grow your brand through print.

1. Posters

Posters move readers with a creative and memorable experience.

Posters and large-scale signs are ideal for reaching large audiences. Position yours in busy walkways, storefronts, elevators, bathrooms, and more. This creative advertising causes people to linger or to point out a message to friends.

Using ten posters has a brand recall of 18%, while using 40 or more averages 69%. Placing more posters in a small area can lead to a tremendous increase in recall.

Where could you try that this year?

2. Targeted Print Ads

While digital ads reach a large audience, they are easily ignored.

Statistics show that 4% of people will spend at least 2.8 seconds viewing a digital ad, compared to 88% who will spend the same time on a print ad.

Memorable branding requires “sticky” print ads, so identify when and where your target audience will gather and put newspaper, magazine, or industry publication pieces before them.

3. Promotional Tools

Did you know 79% of people will pick up a brochure and 85% will become aware of new attractions through these pieces?

When you put something physical in people’s hands, the impact of the message multiplies. Where could you use flyers, stickers, booklets, or coasters? Expand your reach with brochures, packaging inserts, sticky notes, and more.

The more creative you are, the better!

4. Every Door Direct Mail (EDDM)

A whopping 40% of customers will try a business after receiving a mail offer. From repair shops to restaurants, entrepreneurs nationwide are finding EDDM an easy and effective marketing solution.

Because your mailing lands directly in the homes and hands of recipients, your company can make repeated impressions to build your base.

EDDM mailings offer an efficient turn-around time, and for less than the price of a stamp, you can send up to 5,000 pieces per day. No lists, no permits, no hassle!

We can guide you through the process! Give us a call today to learn more.

3 Crucial Elements for Crafting Irresistible Direct Mail Offers

Did you know that the average American household receives 454 pieces of marketing mail per year? If you want to make your company’s mailings stand out among all the others, an attractive offer is the key!

92% of Millennials have been influenced to purchase by direct mail. By crafting the perfect offer, you can utilize that impact and guide recipients toward purchasing with your company.

3 Essentials for the Perfect Direct Mail Offer

Read on to learn the three key tips to remember when creating an offer for your next direct mail campaign.

1. Build the Offer around the Audience

Your offer will be much more effective and generate significantly higher revenue if it’s thoughtfully personalized to target a specific audience.

First, brainstorm which target audience you’d like to focus on for this direct mail campaign. Then, consider which offers would be most valuable and tempting to those in that demographic.

For instance, a restaurant with a target audience of parents with young children might decide on an offer of “buy two entrees, get a free kids’ meal” for a specific day of the week. Tailoring the offer to your specific audience will likely increase the response rate for your direct mail.

2. Make the Offer the Focal Point

Instead of adding the offer as the finishing touch to your ad copy, work with your visual design team to build the entire mail piece around the offer!

Placing the offer as the first step in your process is essential for making the most of your direct mail. Your offer should be the main focus of the mail piece, usually in the largest or boldest font size and a central location on the design.

Most importantly, planning out your offer first allows you to create the rest of the design in a way that will complement the ultimate goal or CTA (call to action). This prevents your offer from getting lost in the rest of the text on your mail piece.

3. Create Offers that Encourage Loyalty

While it is essential to consider your audience and how you visually present the offer to your customers, it’s also necessary to be intentional about which offers will create repeat customers for your business.

It can appear more cost-efficient to choose a simple offer for a direct mail campaign, such as “redeem this coupon for one free large coffee.” An offer like this might generate a high response rate, but many customers will likely redeem the coupon for their free reward and may never purchase again.

Instead, it’s important to evaluate the lifetime value of each customer- the amount of times the customer will return to your company to do business with you again. An offer such as the “free coffee” example might not encourage as many repeat customers, whereas an offer such as “buy one coffee, get one free” will likely attract customers with a higher lifetime value.

Keep these ideas in mind, and get creative with planning your next great direct mail offer! Our company is here for you along the way, offering high-quality direct mail services for all your needs. Visit our website today for more information.

Measuring Success: 11 Metrics for Print Marketing Campaigns

With so much emphasis on online advertising and social media, it’s easy to overlook the impact of well-executed print materials on your target audience.

But how do you measure the success of your print marketing campaigns?

While tracking the effectiveness of physical marketing materials may seem complicated, a few key metrics can help you evaluate your efforts.

Consider These 11 Metrics for Evaluating the Success of Your Print Campaigns

Response Rate

The response rate is perhaps one of the most critical metrics for measuring the success of any marketing campaign, including print.

This metric assesses the percentage of people who responded to your call-to-action (CTA) after receiving your print materials. This could include visiting your website, purchasing, or completing a form.

Conversion Rate

Similar to the response rate, the conversion rate measures the percentage of people who not only respond to your CTA but also complete the desired action.

For example, if your CTA is to make a purchase, the conversion rate would track the percentage of people who purchased after receiving your print materials.

Cost Per Response

The cost per response is calculated by dividing the total price of your print marketing campaign by the number of responses you received.

This metric can help you determine your campaign’s ROI (return on investment) and compare it to other forms of advertising.

Customer Lifetime Value (CLV)

While not specific to print marketing campaigns, CLV is an essential metric for any business.

It calculates the total revenue a customer will generate over their lifetime. By tracking this metric, you can determine how effectively your print materials attract and retain valuable customers.

Brand Recognition

Print marketing materials such as flyers, brochures, and business cards can contribute to building brand recognition.

Utilizing these materials consistently and effectively increases your brand’s visibility and improves customer recall.

Call Tracking

Implementing call tracking for your print marketing campaigns allows you to track the number of calls your materials generate.

This can help you assess the success of specific ads or campaigns and make adjustments as needed.

Coupon Redemption

If your print materials include coupons or special offers, tracking the redemption rate can give you insight into their effectiveness.

This metric can also help you determine which offers appeal to your target audience and adjust accordingly.

Social Media Engagement

Even though print materials may not be directly connected to social media, they can still drive engagement on your social media platforms.

You can track the number of shares, likes, and comments generated by your campaign by including social media handles or hashtags on your materials.

Website Traffic

Print marketing campaigns can also drive traffic to your website.

By monitoring the increase in website traffic after distributing print materials, you can measure their impact and adjust future campaigns.

Customer Feedback

Asking for feedback from customers who received your print materials can provide valuable insights into the success of your campaign.

This could include surveys or reviews about the customer’s experience and whether the print materials influenced them.

Sales Revenue

Last but certainly not least, sales revenue is a critical metric for evaluating the overall success of your print marketing campaign.

By tracking the increase in sales during and after the campaign, you can determine whether it effectively drove revenue and met your business goals.

While digital marketing may seem to dominate the advertising landscape, print materials have maintained a valuable place in any successful marketing strategy. By utilizing these key metrics, you can measure the effectiveness of your print campaigns and make informed decisions for future marketing efforts.

Don’t overlook the power of print – with the right metrics, you can ensure its success in your overall marketing plan. Contact us today to start your next campaign.

4 New Year’s Resolutions for Marketing

The new year is the perfect time to make resolutions and lay out goals for your year ahead.

Personal resolutions can help you improve your life or pursue new hobbies, and in the same way, making resolutions for your professional life can motivate you to try new things in the year ahead.

4 Ideas for Marketing Goals to Make in the New Year

Dream big and lay the foundations for a successful 2024 with some of these marketing ideas!

1. Upgrade Your Visuals and Images

Customers love to engage with marketing that uses high-quality imagery and interesting visuals.

So, set the goal for yourself to invest extra time into the visual appeal of your brand this year!

Is it time to update your logo or brand identity? Consider using a graphic designer to ensure you have a cohesive look that tells your brand story and engages your audience.

Using high-quality images in your marketing materials will also pay off. Consider hiring a photographer or utilizing stock photography from sites like Getty Images or Shutterstock for professional and compelling images.

2. Focus on Quality Content

As the saying goes, quality rather than quantity often matters most.

So, in 2024, focus your resolution on producing better content! It’s essential to ensure that the content you’re producing for your marketing materials is helpful and engaging for customers.

Focus on writing that prioritizes a human connection, intentionally fosters trust, and is unique, engaging, and easily readable. This resolution will help to improve your user experience!

3. Update your Website

If your website hasn’t been updated in a while, make this the year you polish it up so it’s at its best!

Add new testimonials or reviews from happy customers, update the photos or design to make it more modern, or add new links and interactive features.

One specific resolution you could make is to improve the functionality of your website. Statista reports that 17% of global web usage comes from cell phones, so it’s essential that your website is mobile-friendly!

The start of the new year is also a great time to look back on your metrics and performance from the past year to see which features garner the highest customer response rate. Make adjustments to your website according to that data.

4. Utilize Inbound Marketing Strategies

Inbound marketing creates content to boost brand recognition, attract website visitors for information, and drive product interest and sales.

Examples of inbound marketing include blog posts, social media, and videos that focus more on education or entertainment than sales. You could even consider holding webinars, recording video sessions, or making a podcast related to your company.

Integrating these inbound marketing tactics with traditional methods like direct mail, flyers, and other print marketing can enhance visibility and amplify the overall effectiveness of both approaches.

As you head into the new year, our company is here for any print marketing needs that you might have, helping you bring success to your business! Visit our website today.