4 Print Marketing Trends to Inspire You in the Year to Come

21 Dec

Print marketing is compelling, memorable, and engaging.

As people touch, hold, and even smell paper, they respond in a profoundly personal way.

While digital communication is booming, this has only enhanced the unique voice that print brings for any business. Millennials and Gen Z are very difficult crowds to reach digitally, with 63 percent using AdBlocker and 82 percent ignoring online banner ads. This trend toward tactile is stirring potential for many exciting creative opportunities.

Today, we’ll highlight four print marketing trends from 2018 to inspire you in the year to come.

Simplicity

The world is filled with chaos, and fundamentally, viewers long for a return to simplicity.

Minimalist designs offer the respite people crave. Minimalist designs include images with a clear, elegant purpose, maximizing white space and using layouts that are clean and authentic. Uncluttered visuals bring an honest, compelling point into focus in a quick and arresting way.

For years, TBWA Paris has been on a mission to advertise McDonald’s in the most minimalist ways possible. This started in 2013 with extreme close-up photos of food and followed with computer-icon-style pictograms featuring McDonald’s menu items reduced down to very spare illustrations. Many of these ads used no branding whatsoever: the point was that the food was so recognizable it didn’t need a label.

By 2017, McDonald’s had the food disappearing altogether, featuring top sellers like fries, McNuggets, or Big Mac cartons that were completely empty (apart from a few crumbs), because the food had already been devoured by famished customers.

Effective? Absolutely. These simple ads bypass the brain and go straight to the stomach.

Personalized Print Pieces

Print is already a highly personal medium, but advances in technology allow businesses to enjoy increased access to personalized posters, flyers, direct mail, and more.

If you want to impress, try gathering online data about customer preferences and include that in print.

Branding even the simplest products has also allowed companies to gain a more personal touch. For example, a local auto garage printed customized labels for its water bottles and offered complimentary water to customers while they waited.

Color

If you’ve ever painted a room, you know the significance even a slightly darker hue can bring. Color experts Pantone released color trends for 2018 with this advice:

  • If you want to look resourceful, employ blue and orange hues
  • If you want a playful tone, choose yellow
  • If you’re looking for something discreet, try pink
  • If you want more sophistication, choose gold

What if you want to reach a diverse crowd?

According to Pantone, rosy tones bring a palette that “reaches out and embraces many different cultures.” Pantone said in 2018, print marketing was trending away from pastels and toward bright, bold colors:

“Intense colors seem to be a natural application of our intense lifestyles and thought processes these days.”

Storytelling

Storytelling is not just for YouTube.

Print that tells a story can alleviate suspicion and make instant connections, especially with younger audiences.

A Spanish lollipop grabbed this edge with its “ant aversion” ad for Chupa Chups lollipops. While normally a company might bore viewers with guilt trips for sugar-free products, Chupa Chups chose a “visual story” to make their point.

In the print ad, a sticky sucker had been discarded on a rock slab near the lawn. Meanwhile, a triple-wide line of ants detoured around the candy, heading toward the grass. The headline, “It’s Sugar Free,” brought a resounding finale to this playful story.

Chupa Chups reminds us that print is at its best when it is used as an art. Use vibrant colors, minimalist designs, and personalized print pieces to grab their attention and tell your story this year.

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7 Gifts that Delight (But Won’t Break the Bank)

18 Dec

Tis the season to be gifting!

What is a gift? A gift is not comprised merely of what is given, but of the thoughtfulness or care that is behind it. A gift is appreciation on wheels.

December is a great time to show your appreciation. Whether it’s seasonal incentives, end of the year bonuses, or a just a friendly reminder that you care, here are seven unique (but inexpensive) gifts that your customers or employees will love:

Favorite Flavors

If you have a small staff or a handful of VIP clients, dig up info on the hobby or flavor of their choice (coffee, chocolate, classical guitar) and personalize a basket to their delight.

Or if you know your friends enjoy golf, assemble a kit including items like towels, ball markers, balls, and tees. Use a stylish bag that can clip easily onto their golf bag. Or assemble a sports tote full of goodies featuring a college or professional team of their choice.

Touchscreen Gloves

Gloves are both a necessity and a perk, especially in the touchscreen generation.

Cold weather commutes can be significantly brightened by cozy, oh-so-convenient touchscreen gloves. Your friends can text, browse online, or shuffle music while enjoying this thoughtful gift.

Cord Organizer

Nothing is more frustrating than a stuck zipper. Or a knotted shoe.

Scratch that: nothing is worse than tangled earbuds that take forever to unwind! A branded cord organizer can keep their earbuds (and their sanity!) intact. Choose from a range of colors or upgrade with a set of customized earbuds as well.

Charity of Choice

They say people won’t care how much you know until they know how much you care.

Offer a gift that’s close to their heart! Ask what your client’s most cherished organization or non-profit is, and make a financial gift to this organization on their behalf.

Portable Power Bank

Today’s generation is on the run constantly.

Portable power banks allow users to store electrical energy and use it later, charging almost any USB connectable device (cameras, phones, portable speakers, tablets, and more). Great for airports, commuting, or hours “off the grid,” power banks are truly a gift that keeps on giving!

Bubble Umbrellas

Whether you walk to work or enjoy singing in the rain, bubble umbrellas are just plain fun!

Give a unique umbrella to protect your friends from rain and wind, covering their face but allowing them to see clearly as they stroll.

Coupon of the Month Club

Want to offer a unique twist this year?

Buy 12 gift card sleeves and label them with the months of the year. Whether you print custom coupons for your business or purchase a variety of gift cards from the community, there is no end to your creative options.

If you are gifting employees, consider paring coffee or restaurant gift cards with workday incentives (i.e. redeem for a half day off work one Friday this month, enjoy in-office chair massages on a staff reward day of the boss’s choice). Recipients can decide whether they’ll open all 12 envelopes immediately or enjoy a surprise per month in 2019.

Why You Should Serve, Not Sell

14 Dec

Social media is an increasingly dominant medium for modern communication.

According to facts from the Pew Research Center and the Hootsuite Social Media Barometer Report 2018:

  • There are now 3.196 billion people using social media (up 13% from last year)
  • 11 new people start using social media each second, which is about one million people every day
  • 88 percent of 18- to 29-year-olds say they use social media
  • The total number of mobile phone users is 5.14 billion (up 4% from last year), which means people are increasing in their social media accessibility

As you look to grow your digital reach in conjuction with your print campaigns, social media is an obvious choice to feature ads, products, and (let’s be honest), to feature yourself!

But, how well does this go over with consumers? Not swimmingly.

Take a quick scan through the business posts you see online. How would you best summarize these? Does the content bring an encouraging word to you, the reader? Or do the majority of these posts seem narcissistic?

Bruce Kasanoff, author of “How to Self-Promote without Being a Jerk,” summarizes it like this:

“Two-thirds or more of the business posts I see on social media can be summarized in one word: Me. They are all about the person or company that shared the post: what they are selling, what they want, what they did. Yawn. Pause. Where’s the unfollow button?”

Instead, Kasanoff coaches entrepreneurs to embrace this mantra: serve, don’t sell. Intrinsically, people respond to those who approach them in a friendly, helpful manner. Social media is no different. When you take a self-centered or pushy tone it is a turnoff, whether you’re sharing online or in person. In contrast, everything you share on social media should offer a benefit to those on the receiving end. Kasanoff gives this example:

“Imagine that you are delivering a webinar in Chicago, and you share this news via social media. Don’t just say, ‘Come to my seminar.’ There are a ton of people who don’t live in Chicago or will be busy that day, so they can’t come. Instead, offer a lesson related to your seminar, and then say, ‘By the way, if you’re going to be in Chicago next Tuesday, I’ll be talking about this and related lessons.’ Thus, members of your network benefit even if they can’t do what you want them to do.”

Grow Influence Through “You-Centered” Communication

Living in the information age, people have grown increasingly resistant to interruption marketing, or “in-your-face,” one-way communication.

Instead, they crave engagement marketing: brand-consumer relationships built on trust and mutual respect. The foundation of this trust is thoughtful communication specifically tailored to the consumer’s needs. Effective communicators make the audience believe that the most important person in their correspondence – in their business relationship – is "you," the consumer.

The key to successful communication is to make the reader feel – in every memo, letter, printed piece, or social media post – that the most important person is the reader.

Consider this contrast:

Option A: “Pixie Dust Cleaners brings a dazzling deep clean, offering eco-friendly products at the best possible price.”

Option B: “Looking for freedom from chaos? Pixie Dust Cleaners gives you a dazzling deep clean, with eco-friendly products that allow you to take a deep breath and enjoy every minute at home. Your peace of mind is worth every penny!

Before you communicate, ask yourself what your audience needs, wants, or values. Consider what is most important to them and try to personalize your correspondence or social media posts to these felt needs. As you produce more customer-centered communication, you will grow sales, enrich your reputation, and enhance the well-being of your business.

How to Use Customization to Gain Customers

11 Dec

Coca-Cola is a brand built on scenes of enjoying life together.

Coke has worked tirelessly to promote not only its product, but the message behind it: that sharing, or gathering family and friends together, brings happiness. “Enjoying a coke” is the message in every ad, every culture, and every medium Coke communicates through.

The company’s 2014 "Share a Coke" campaign was one of its memorable marketing initiatives in history. That summer, Coca-Cola removed its iconic logo on 20-ounce bottles and replaced them with 250 of the country’s most popular names. Consumers were encouraged to find bottles with names that held personal meaning and to share them with others or post photos online with the hashtag #ShareaCoke. Within the first year, more than 500,000 photos were posted. Consumers ordered over six million virtual Coke bottles, and Coca-Cola gained roughly 25 million Facebook followers.

A Distinctly Personal Experience

What did Coke tap into that prompted this momentous reaction?

In part, it was the desire for a personal experience. For teens and millennials, personalization is not just a fad, but a way of life. Today’s consumers place a high value on self-expression, individual storytelling, and staying connected. Coke powerfully aligned playfulness, fun handheld products, and customization in a campaign for the ages.

In today’s global economy, consumers are more aware of product options and of what other people are buying. Subsequently, they’ve become more demanding about the products they purchase. Deloitte Global found that 36 percent of consumers expressed interest in purchasing personalized products or services and one in five were willing to pay 20 percent more for these options. Customization gives companies an edge in cosmetics, clothing, food prep, and toys, to name a few.

Personalized offerings add costs to the manufacturer but frequently result in higher profits because of:

  • A price premium associated with the benefits
  • More loyal, satisfied customers
  • Greater word of mouth because of the increased satisfaction and the “surprise factor” associated with an unexpected range of options
  • Enhanced customer experience via creativity and individual expression
  • Precise taste matching and less need to compromise

How About You?

Do your customers value experience and self-expression? How could you offer this more in your products or services?

It may be as simple as engraving someone’s name in a glasses case or upgrading products with matching accessories. French cosmetics brand Guerlain started offering customizable lipsticks by allowing clients to choose their own combination of case and lipstick color. Customization allows brands to grow consumer engagement and solidify brand loyalty, which is especially powerful in younger markets.

Forbes offers several talking points for firms considering customization:

  • What are the incremental costs associated with the customization options and how will they impact profitability?
  • How many options are necessary and what’s the incremental benefit as the number increases? What price premium will consumers be willing to pay?
  • Which customization options will be the most incremental to maximize sales? A research tool called a TURF (Test of Unduplicated Reach & Frequency) Analysis can help you assess.
  • What level of logistical, operational, and labor complexity will this involve? How often should customization options be updated?

Charlie Gu, CEO and co-founder of marketing agency Kollective Influence, says one budget-friendly customization strategy is the “module” approach. Instead of creating a product from scratch, businesses can offer several component options that can be mass-produced and easily assembled:

“Give customers choices, and then let them choose—customization within a framework,” he advises. “It doesn’t actually require any customization of the actual product. The consumers are essentially just picking their own color, but to them, it feels totally customized.”

How to Use a Clear Call to Action to Convert Customers

7 Dec

"The maxim ‘Nothing avails but perfection’ may be spelt shorter: ‘Paralysis.’"

(Winston Churchill)

Have you ever wondered how lion tamers keep wild cats nearly three times their size at bay?

While methods have evolved over the years, traditionally lions were subdued by three tools: a whip, a stool, and a handful of tasty snacks. While the whip or snacks make sense, perhaps you wonder why a stool was used (instead of a sword or a flame, for example)?

How can a small piece of furniture intimidate the king of all cats?

The truth is, the lion is not afraid of the chair, he’s confused by the multiple points on its legs. Cats are single-minded creatures, and the bobbing points of the chair legs confuse the lion into a less focused state. When the lion loses its train of thought, it is distracted from the instinct to pounce on a weaker opponent.

Muddled Communication Can Paralyze Your Prospects

Ever try to rush your kids through breakfast and get stuck at the cereal cupboard?

As they browse a shelf of eight boxes, they slump and groan: “There’s nothing to eat!” What started as a hurry-up turns into a traffic jam. You vow that next time, you’ll only offer toast and Cheerios.

When we don’t give customers a simple, singular call to action, they may also fall into decision fatigue.

Does your website or your print materials overwhelm customers with possibilities?

Psychologist Sheena Iyengar, a professor at Columbia Business School, co-authored a study that showed significantly more conversions happened when shoppers had fewer options. In her example, shoppers had to choose from a display with six different flavors of jam versus a display with 24 different flavors of jam. How did they compare? The conversion rate for the six-flavor table was 30%, while the 24-flavor table was only 3%.

Analysis can lead to paralysis!

What about your method for calling prospects to action? Does your advertisement ask them to commit to a 30-day trial AND use a customer discount code DURING a selected 14-day window? Does your podcast ask people to share with a friend, AND subscribe, AND download previous episodes (all in one breath)?

Perhaps you need to take a step back and use these three evaluation tools:

1. Know Your Main Goal

When you ask people to do several tasks at once (like visiting your website and joining your e-mail list), you’ve probably overshadowed your main goal with several smaller goals.

Focus on one main goal for customer conversion, and use customer loyalty programs down the road to call customers to greater steps of engagement or loyalty.

2. Test Action Statements in Advance

If your communication is a mist in the office, it’s probably a fog on the streets. To determine which CTAs are crystal clear, run some A/B tests with sample customers and find out which ones are generating momentum.

3. Pack Some Punch

Start call to action statements with a strong command verb, like buy, shop, order, subscribe, or win.

Use concise phrases that build enthusiasm. Which of these CTA statements excites you more?

“Consider many of our 200 exciting destination possibilities,” or

“Plan your dream vacation today!”

Keep things sweet, simple, and customer-focused. Once they take the bait you can always present them with more!

Print: Use Faces to Command Viewer Attention

4 Dec

Did you know that humans are the only primates with eyes that contain a white sclera around the dark iris and the pupil?

Consequently, unlike our animal counterparts, we have the ability and tendency to follow each other’s eye gaze, to pinpoint precisely what someone is focusing on, and even to read into the emotion behind a viewer’s eye. This also gives us an innate ability to sense when we’re being looked at or to hastily avert our gaze in awkward moments.

Eye contact plays a crucial role in human communication, and faces have an incredible ability to command a viewer’s attention.

Imagine yourself walking down a busy street in a large city where you don’t know anyone. Suddenly, among a sea of faces, you spy a family member. Among hundreds of people, you can immediately recognize one individual and you have a strong emotional response.

Why is this experience so powerful?

Scientist Nancy Kanwisher identified a special part of the brain called the fusiform face area (FFA). The FFA allows faces to bypass the brain’s usual interpretive channels and helps us identify faces more quickly than objects. Because the FFA is so close to the brain’s emotional center (called the amygdala), the time lapse between recognition and response is nearly non-existent.

Faces Add Impact in Marketing

How does this play into marketing and print? First, it’s important to recognize the impact of faces so we can prioritize them in design.

Research by Catherine Mondloch (1999) shows that newborn babies less than an hour old prefer looking at something that has facial features. Humans prefer humans, and people buy from people! It would be careless to overlook these statistics while continually deferring to inanimate objects. When you’re looking to add that personal touch to your marketing mix, remember faces can help you to:

Connect With People

Large, faceless corporations feel cold and manipulative.

Putting faces on your brand allows people to connect with your audience in a way they can relate to. As you position faces in your ads, remember eyes looking right at people will have the greatest emotional impact, because the eyes are the most significant part of the face.

Create Curiosity

If a face on your poster is gazing toward another spot or product in the margin, people will also tend to track toward that area.

Emotions can be carried from a subject to a viewer as you set a tone within your design. The emotion in the faces you display can draw people to linger at your design or to be drawn deeper into the message.

Cultivate Trust

People react to a photo on a page faster than any other design element, and seeing the people behind a business can establish credibility very quickly.

You can use faces to cultivate trust by using staff profiles on your website, facial photos in welcome displays or high traffic areas, or by utilizing brochures that include testimonials and photos from real customers. If viewers can relate to the people enjoying your product they will automatically build positive associations.

When used properly, the use of people and faces can help you connect with people, create curiosity, and cultivate trust. Bypass resistance and build connections through the magnetic power of people!

How to Use Your Competition for Strategic Expansion

30 Nov

In 2006, Aviva Weiss was struggling to help her daughter cope with a sensory-processing disorder.

As an occupational therapist who worked with children on the autism spectrum, Weiss knew how overwhelming life could be for families like hers. When she ordered her daughter a weighted vest (an item that helps overstimulated children stay focused), she was horrified when it arrived. “It was super ugly,” she said. “I thought, ‘there’s no reason that special-needs products should make kids stand out even more.’”

Weiss sensed a market opportunity and seized it, founding Fun and Function to create more attractive versions of existing products like chewable necklaces, noise-reduction headphones, or clothing that soothes children with sensory issues. Items were showcased in the company’s catalog, which was designed to put parents at ease, cutting through technical jargon to connect with families on a more authentic level.

By 2010, the company had grown sevenfold and was considering a major market expansion: targeting institutions like schools and hospitals. While these clients accounted for about 38 percent of existing sales, executive Ilana Danneman believed the number could be much higher, especially as institutional clients place recurring orders in larger quantities. Weiss was uneasy about shifting from a colloquial to a more clinical focus but she trusted Danneman’s expertise, especially since Danneman had previously worked for one of the company’s chief competitors. "We never saw a need to change anything," Weiss says. "But we could not in good conscience ignore her."

The shift brought incredible expansion ($6.2 million in six years) and a 50 percent growth spurt between 2015 and 2016. Weiss went on to launch the Active Mind School Partnership, a program geared to empower and educate teachers who work with neurologically distressed kids. This partnership brought the largest growth to date, reminding its founders that the company mission was never about building profits but about helping people.

Competition Fuels Innovation

Competition is healthy for businesses – forcing you to innovate and consider opportunities or markets you might otherwise ignore.

Success comes from examining the marketplace, doing something in a unique or superior way, and from crafting a plan to better serve customers.

Whether you’ve plateaued or continue to expand, it’s important to keep an eye on the competition. What are they doing that’s different? How could you serve part of their client base in a better way? Does it make sense to expand your target area?

Healthy leaders take time to plan for expansion several strategic ways:

Understanding the Competition

Take a hard look at the market.

What opportunities are your competitors filling that you may be ignoring? What do they do well that you could do better? What aren’t they doing that you could do instead?

Highlighting the Difference

Do you have cheaper prices? Customizable service options? A local connection or more ethical sourcing for products?

Find an angle in your company’s story and communicate it like crazy.

Targeting New Markets

When you have one market locked down, push to grow your boundaries.

As Fun and Function discovered, new markets lead to faster and better growth. Initially, Weiss thought a market expansion might alienate existing customers but instead she found that equipping teachers and therapists contributed to better quality of life for every sensory-challenged child.

Using Branding to Reinforces the Message

Accurate branding contributes to a clearer message and builds stability with customers.

As you adapt or expand, be sure your motive and message remains distinct. When Fun and Function expanded its market, the ethos of the brand never wavered:

“The message,” said Weiss, “is that being different is normal.”