Are You Short-Sighted? Or Long-Sighted?

 

When you are calculating the ROI of your print, email, or multi-channel marketing campaign, how long a view do you take? Do you stop tracking revenue after a month? One year? What about the lifetime of the customer?

Lifetime customer value (LCV) is an overlooked metric that should be part of how marketers measure success. Customers gained through personalized printing campaigns, in particular, tend not just to purchase more, but to be more loyal than customers acquired through traditional methods. Thus, real ROI should include recurring revenue as well as the immediate revenue generated.

How do you determine LCV? There are a […]

By |March 22nd, 2018|Digital, Marketing, Printing, Training|0 Comments

Want More Reasons to Add Color? Here It Is!

When we think about adding color to marketing pieces, we often think about photos, charts, and graphs. But color can be added in many other ways, as well. These include highlight text, brightly colored banners, borders, and backgrounds, and symbols such as starbursts and arrows.

Why think about more places to add color? According to Shoshana Burger, director of corporate strategy and customer insights for X-Rite Pantone, there are some powerful reasons:

People are 78% more likely to remember words and phrases in color.
Time spent reading a document is 80% higher in color.
Basic understanding of content is 80% higher […]

By |February 21st, 2018|Graphic Design, Marketing, Resources, Uncategorized|0 Comments

3 Tips for Maximizing Your Print Investment

Are you tired of hearing people talk about the benefits of going entirely paperless? We are! Especially when it comes to marketing, that’s just not a smart move. When our inboxes are clogged with spam and any company can look big and successful online, print carries weight and inspires confidence in a way that digital channels do not.  People just trust print more.

While digital channels have their place, now is not the time to give up print. But smart marketers are making their print contacts even more powerful.  Let’s take a look at three strategies that can help you make […]

By |January 22nd, 2018|Digital, Marketing, Offset, Printing, Resources, Uncategorized|0 Comments

Want More Trees? Buy Paper!

Did you know? In North America, it takes less than two seconds to grow the fiber for a standard #10 envelope. Surprised? You shouldn’t be. According to Two Sides North America, here are some little known facts about paper and trees.

The time required to grow the fiber needed for a #10 envelope is 0.3 to 1.9 seconds.

The time required to grow the fiber needed for a ream of 500-sheet office paper is 0.3 to 2.2 hours.

Growth rates are based on 100 acres of managed forest in North America.*

The fastest growth rates are for Loblolly Pine and Hybrid Aspen. […]

Want a Strong Brand? Don’t Do This!

When learning from other companies’ marketing campaigns, it’s important to look at what they do well. However, it’s important to look at what they get wrong, too. This way, you don’t unintentionally undermine the positive steps you’re taking. Let’s look at 5 things not to do when it comes to brand management.

1. Don’t bombard your audience.

Although you want to communicate with your audience frequently using the right channel mix (direct mail, email, mobile marketing), you don’t want to communicate so frequently that you annoy them and they begin to tune you out.

2. Don’t complicate your message.

It’s tempting to load up […]

By |October 18th, 2017|Marketing, Resources|0 Comments

Inventory Management Driving You Crazy?

Struggling with your inventory of printed collateral and other documents? How about fulfillment items for your marketing kits? If so, you’re not alone, and if you’re not careful, it could hurt your bottom line.

According to Capterra, inventory numbers for most businesses are profit killers. In fact, Capterra finds that businesses keep $1.43 of inventory on hand for every $1 of sales. To make matters worse, the average inventory on hand for businesses of all sizes rose 8.3% between 2000 and 2015.

What’s a marketer to do? Unless you have a highly efficient inventory management system, you might be better off moving […]

By |May 23rd, 2017|Digital, Marketing, Offset, Printing, Training, Uncategorized|0 Comments

Preparing for Next Year’s Customers Today

The time to prepare for next year’s marketing campaigns is now. As we look forward to the New Year, smart marketers are getting their ducks in a row. Here is a short checklist to help you get started:

Wrap up your important, but not urgent projects. Finish a white paper, update your website copy, or implement a new customer relationship management tool. Clean the slate so you can start next year with gusto.
Strategize. Read a book or attend a conference. Research what your competitors are doing (and not doing) so you can position your messages more favorably. […]

By |January 25th, 2017|Marketing, Resources, Training|0 Comments

5 Reasons to Beef Up Your Visual Content

Is your marketing content heavy on the text? Or graphics? If it’s the former, you might want to change your strategy. Today’s marketing content, whether in print or electronic media, is increasingly heavy on the visual content.

Here are five facts supporting the importance of graphics and images that every marketer ought to know.

1. Ninety-three percent (93%) of communication is non-verbal.

2. Ninety percent (90%) of the information transmitted to our brains is visual.

3. People only remember about 20% of what they read, but as much as 80% of what they see.

4. More than half (55%) of website visitors spend less than […]

By |April 23rd, 2015|Graphic Design, Resources|0 Comments

Do People Learn Better in Print?

The debate has been raging for a long time — which is more effective? Print or email? If you want people to understand and retain information, studies consistently show that it’s print.

“Print and Paper Play a Key Role in Learning and Literacy,” an e-book produced by Two Sides (2015), compiles data from a wide range of studies showing what makes print so different. While many of these studies cover students from elementary through college, they have a direct correlation to consumers reading advertising and marketing information.

What makes print so valuable for information retention and learning? According to the studies, print […]

By |April 23rd, 2015|Printing, Resources, Uncategorized|0 Comments

3 Ways to Use Psychology to Boost Results Today

Studies have shown that simple techniques related to human behavior can boost the results of marketing campaigns significantly. Here are three techniques that are particularly simple and easy to implement.

1. Set minimums.

Set a minimum purchase or, if you’re fundraising, a minimum donation. In research done for the American Cancer Society, Robert Cialdini found that, by adding a minimum to the call to action increased donations by 78%.

2. Use the power of labels.

People tend to be become who they are labeled to be. If you label someone a “power donor,”or if you’re a bakery, a “strudel lover,” for example, recipients tend […]

By |March 12th, 2015|Mailing, Marketing, Resources|0 Comments