Thursday, June 8, 2017

What Is Really Motivating Your Customers?

Particularly in the B2C environment, emotional factors are often at play. For example, if you are selling exotic vacations, you aren’t just selling a cost-effective hotel with great food and a seafront view.
·      You are selling relaxation.
·      You are tapping into the desire to escape from the daily grind of meetings, presentations, and child rearing.
·      You are selling the desire to be catered to. 
Tapping into these deep emotional wells can help you sell more.  Instead of mailing a postcard with the headline, “Get 25% off plane tickets today!” Try, “Don’t you wish the office were a Thousand Miles Away?” Or, “Isn’t It Time that Someone Pampered YOU?”
Think about a parent dreaming of excitement beyond the children’s homework, playing shuttle for soccer practice, and meetings for the PTA. A trip offering whitewater rafting, bungee jumping, and skydiving might tap deep emotional needs for adventure.  Try a postcard with an image of the face of a skydiver, wide-eyed and exhilarated—cheeks flapping in the wind—that says, “You, too, can FLY!”
Whether you are developing direct mailers, sales letters, or magazine ads . . .
·      Think about unmet frustrations and deeper emotions that might drive recipients to make a change.
·      List the potential motivators. To be recognized at work? Get a promotion? Be challenged? Break out of the mold? Feel empowered, youthful, and sexy?
·      Show — don’t tell. Use the power of graphics to tell a story.

Emotions are powerful marketing tools. Emotionally driven purchases tend to be less price-sensitive and more spontaneous. The medium of print has the ability to tap into those emotions and motivate behavior in a way that no other medium can do. Take advantage of it!

Friday, April 28, 2017

Benefit from Effective Branding


An effective brand creates an enduring perception in the minds of your customers and distinguishes you from your competitors.  An investment in branding can pay off in many ways. 

Increase mind share.  When you want a cola, you think of Coca-Cola or Pepsi.  If you need a bandage, Band-Aid comes to mind.  Are you top-of-mind in your market segment?  The sensory components of printed materials engage readers on an emotional level, connecting customers to your brand in a way electronic marketing can’t match.  Consider incorporating a gloss varnish, embossing, a distinctive die cut, or one of the many textures now available in papers and other substrates.

Build loyalty.  A memorable experience with a quality brand creates loyalty, which translates not only into the likelihood of a repeat sale but also an increased probability that the customer will buy related items from the same brand. 

Benefit from referrals.  People who have never used your product or service may still recommend it if they’ve encountered your brand enough times to develop a sense of familiarity.  Printed collateral can be more visible to the casual observer as the prospect doesn’t have to consciously seek out your message.  Include your social media information on your printed products.    

Command a premium price.  A powerful brand can lift your product or service out of the ambit of a commodity, so you have buyers eager to pay more for what you’re selling.  Many companies sell coffee, so what makes people stand in line and pay top dollar at Starbucks? 

Lower your marketing cost in the long run.  Although you have to invest resources to create a strong brand, once it is established you can maintain it without having to re-tell your story. Many budget-conscious marketers rely heavily on electronic media, but research shows that people still prefer print.  We simply don’t have the same visceral reaction to an e-brochure as a professionally printed piece.     

Less risk for the consumer equals more sales for you.  If someone is put on the spot to make a decision, he will most likely choose the brand-name supplier.  Consider monthly postcard marketing so prospects interact with your brand regularly.  Printed materials have the advantage over electronic media based on portability and permanence.


Building an effective brand is a continuous process.  Evaluate your brand’s market position periodically to make sure it’s fresh and relevant. 

Friday, March 31, 2017

5 Ways to Build Your Direct Mail List

1. Purchase a trade show attendee list.
Trade shows attract a very specific target audience, and they generally attract the decision makers in the company. Attendee lists from key trade shows in your market vertical can net you very high value prospects.
2. Purchase a media list.
Like trade shows, specialty magazines (including trade magazines) have well-defined target audiences, and some will sell their subscriber lists to marketers. Demographic breakdowns are used for advertising sales, and by contacting the magazine, you can often obtain them.
3. Tap your own content marketing.
If you offer an e-newsletter, ask for recipients’ street addresses at sign-up. If website visitors can download white papers or case studies, ask them to fill out an online registration form and include their street address as an option.
4. Use Every Day Direct Mail (EDDM).
Every Day Direct Mail from the United Postal Service is an inexpensive way to target households within a specific demographic radius. Although EDDM lists do not include names, once people respond to your communication, you now have qualified leads—and names.
5. Purchase a cloned list.
Do you already have a productive direct mail list? Just want more customers like the ones you already have? Cloned lists allow you to do just that. Create a profile of your best customers, then purchase a list that reflects that profile.
These are all smart, cost-effective ways to build your direct mail list that can yield great results. Need help implementing one or more of these ideas? We can help!


Friday, March 24, 2017

Positioning Your Business for Tomorrow


First you must identify the factors that will further your company’s long-term marketing goals. You might not have a perfect understanding of every looming competitive, economic, legal, sociological, or technological force, but you can become alert to the possibilities. Arm yourself with information on the longevity and profit potential of your present market’s lifecycle as well as budding market opportunities so you can begin positioning your business for tomorrow today.

Here are a few ways to foster future business opportunities regardless of your business size or budget.

1. Provide platinum-standard customer service. Your goal is always to exceed your customers’ expectations, but if you fall short, admit it. Many loyal repeat customers result from perfectly corrected errors.

2. Cultivate your elite customers. Your best customers—those who are easy to work with, who really like you, and who have a positive history with your company—are a goldmine of quality referrals. Strengthen existing relationships and build new ones by giving your top clients and their guests special offers, insights, and previews of your innovations.

3. Create top-of-mind awareness. Not everyone needs your product or service today, but many will at some point in the future. Capitalize on your vision of emerging needs and trends, communicated using our suite of multichannel marketing tools and techniques, to get your product in front of tomorrow’s customers now.


It takes time for the seeds you plant today to germinate into future business. Essential to all of this is to communicate effectively with your target audience. Consult with us to learn how our technology and expertise can support these efforts.