How to Tell Your Brand’s Story

How to Tell Your Brand’s Story

Today, marketing your business is synonymous with telling your brand’s story. Customers and prospects don’t just want to know what you are, they want to know who you are. And while who you are and what your business stands for may seem obvious to you internally, actually describing it accurately is often a more challenging prospect than business leaders expect. Because it is one of the most important marketing challenges that businesses face today, we decided to write a blog to give business leaders some guidance when it comes to how to tell your brand’s story. Read on to discover some of the things you can do to communicate your brand’s essential qualities to customers and prospects. Go beyond the buzzword. If you dive into marketing in the digital age, you’ll hear the word “storytelling” get thrown around a lot. It’s a classic buzzword. But in order to make it work for you, just boil it down to its essential qualities. What is a story? It has characters, a setting, a plot, a conflict, and a resolution. So apply this to your brand, the product or service it sells, and the problem it solves for your primary customer base. The core of your story is about how you solve the problem in your customer’s life, so make that the main concern of your story. Where should you tell the story? Again, this may seem simple but it’s actually a fairly complex question. Today, there are so many ways to tell your brand’s story that you will have to decide what is right for you. One place that is right...
What Makes Product Packaging Stand Out

What Makes Product Packaging Stand Out

What makes a product sell? As much as business owners and inventors want to believe that the buying decision is most heavily influenced by the inherent quality of the product, that isn’t always the case. According to Harvard professor Gerald Zaltman, the most important factor driving buying decisions today is emotion. And what creates emotion in a potential buyer? It’s largely the shapes, colors, and words you put on your product packaging. All of this adds up to paint a picture of what the consumer is getting from the product, beyond the product itself. Is it comfort? Luxury? Find out what you are selling beyond your actual product and you can begin to really make your packaging stand out. Let’s take a look at a few of the best ways to do that. Colors. The colors you choose to represent your brand and your product communicate a lot, even more than most consumers even realize. For example, yellow typically conveys happiness while black generally imparts feelings of power and control. White is indicative of simplicity, purity, and cleanliness while colors like blue can portray different things based on the shade. When it comes to designing your product packaging, color is the last thing you should make an arbitrary decision on. Think about what you are conveying with your choice, consider alternatives and what they would mean, and if necessary, bring in a branding agency to help make the right decision. It will be worth it in the end. Language. The type of language you use and how it is presented on the packaging also make a big impact on...
10 Promotional Products for 2019

10 Promotional Products for 2019

How are you promoting your business in 2019? While digital marketing and traditional media are both important staples of any well-rounded marketing strategy, perhaps neither of these makes quite the lasting impact on a customer or prospect as timely and useful promotional products. When you take the right promotional product at the right time and add your logo to it, you’ve got a recipe for high impact marketing. See some of our picks for 2019’s top promotional products below. Clear reusable bags. At most sports and music venues, large bags are not permitted unless they are made of clear plastic. The problem is nobody has these bags laying around and nobody wants to pay for them. Providing a branded version of this specific bag for your sports- and music-loving customers could be a great marketing opportunity. Canvas totes. These days, more and more people are using reusable canvas totes for their groceries and other purposes. Why not take advantage of the opportunity to get your business some free air time by providing customers with these bags? Reusable water bottles. Are you sensing a theme here? Eco-friendly promotional products are hugely popular in 2019. If you want people to remember you every time they reach for their water, a custom printed reusable water bottle is a great idea. Portable device charger. Is there anything worse than being out and about when your device runs out of power? Your business can come to the rescue in that undesirable situation by providing custom branded portable device chargers that your customers can carry in their car or briefcase. Poppable smartphone grip. You’ve probably...
Increase Your Direct Mail Response Rates

Increase Your Direct Mail Response Rates

What are your marketing resolutions in 2019? If one of them is to learn more about direct mail marketing campaigns and how to get the best results out of them, this blog is for you. While digital marketing remains an important aspect of overall marketing efforts, many businesses find that a well executed physical marketing campaign yields even better results. Read on to learn about several key points that could help you increase your direct mail marketing response rates in 2019. Statistically, direct mail is much more effective than email. The reasons why are tangible, literally. As opposed to email, direct mail is tactile, personal, positive emotion-inducing, and memorable. All of this adds up to positive experiences and positive brand associations. Use email marketing to supplement direct mail, not replace it. There are numerous reasons why people these days typically harbor some distrust of digital marketing efforts. That means that, for most businesses, relying entirely on digital marketing is unwise. However, using digital marketing and print marketing in tandem creates increased conversion rates on both platforms. Personalizing direct mail pieces increases conversions. This is a step that many businesses choose to forgo when designing their direct mail campaigns because it requires extra time and resources and they aren’t convinced that it will be worth it. In fact, research shows that adding a person’s name and full color in the direct mail can increase response by 135%. Adding one more piece of sophisticated information from your database can increase it by 500% (!). When you make a piece of marketing feel like it was designed specifically for that person, the...
3 Print Marketing Trends for 2019

3 Print Marketing Trends for 2019

What does your business have in store for 2019? If you’re looking to up your marketing game and make deeper connections with more customers and prospects, now is the time to start thinking about strategies for your business’ marketing in the new year. Brand new or tried and true, we’ve put together a list of print marketing trends that will help your business make connections in 2019. Drive digital engagement with print. We’ve talked about how, in the digital age, people still trust print more. But that doesn’t mean that businesses don’t need to consider their digital strategy. One trend we’re likely to see a lot more of in 2019 is using print marketing to drive digital engagement. One way to do that is by printing a QR code on your printed marketing materials that, when scanned, sends the person to a specialized landing page on your website. This is a great way to get people engaged with your website and social media, sign up for your email list, or to claim a special offer for your product or service. Surprise and delight with color and texture. We know that the reasons why people still have a deep inherent trust of print advertising is largely because of its tactile qualities. And quality matters. Think about the feel of a phone book or newspaper versus the feel of a thick, matte finish cardstock. Both have the same advertising message on them, but which do you trust more? When investing in print advertising, spending a little extra to get high quality material makes a difference in the end. Another element that...