4 Elements of a Successful Direct Mail Campaign

4 Elements of a Successful Direct Mail Campaign

Is your business marketing balanced? Or are you putting all of your eggs in one basket? While many businesses have preferences for where they like to place their marketing dollars, the truth is that a balanced approach produces the most well-rounded and stable results. That means a healthy mix of digital and print. One of the most effective means of print marketing is direct mail. Have you considered undertaking a direct mail campaign this year? If not, here are 4 good reasons why you should. Targeted lists. While digital tools boast some pretty big claims about how accurate their targeting is, there’s also evidence that that targeting isn’t always as exact as business owners would like it to be. Digital ads also have a high likelihood of getting passed over very quickly. When you embark on a direct mail campaign, you buy a targeted list of the exact kinds of people you want to target. If you’re a divorce lawyer, you can target people who are recently divorced. If you operate a lawn care business, you can target homeowners in specific zip codes. Targeted lists make sure you are spending your money to reach the right people. Something you can hold on to. Have you read our blog about how people trust print advertising today more than they trust digital? It’s true. A big part of the reason why is because print provides you with something tangible that you can fold up, take with you, put on the refrigerator, or show to a friend. There’s also the fact that people today are desensitized after years of being constantly being...
B2B Sales: Print Marketing Matters

B2B Sales: Print Marketing Matters

B2B sales has long had the connotations of being “dry” or “boring.” But, if you’re in charge of sales and marketing or you own a company that lives and dies by the sales it makes to other businesses, boring is probably the last word you’d use. Because you don’t sell direct to consumers, you might not always think about attractive, professional printed marketing materials as a key part of your selling strategy. Well, we’re here to tell you why you absolutely should. Regardless of what kind of product or service you provide, you’re missing out on significant sales and increased market share if you are settling for cheap, boring branded print materials. Read on to find out why. Words and Numbers are Inadequate. While fact sheets jam-packed with words and numbers used to do the job in many cases, that’s just not so anymore. While you’ll always want to present the relevant statistics and metrics that show the effectiveness of your product, you also want to present something that is attractive to the eye and sturdy to the touch. You want to draw your prospect in with the visual quality of what you put in front of them. Utilize Space and Color. Two of the best ways to draw in the eye of a viewer and have it move across the entire page are space and color. Instead of filling up the entire page with a big block of text or a monotonous line of bullet points or graphs, make room for negative space and draw the eye to the most important and impressive parts of your pitch with...
5 Innovative Ideas for Print Advertising

5 Innovative Ideas for Print Advertising

We already know that people trust print advertising more than digital ads, and there are a lot of good reasons why. But when you are approaching your next print ad campaign, do you ever find yourself grasping at straws for a fresh idea? Do you feel tempted to repeat the same old thing you’ve done before? Don’t give in! We’re here to give you some inspiration for your next print advertising campaign. Ready to find your next idea? Check out the 5 innovative ideas below. Make them look twice. If you want to make sure people can’t look away from your ad and remember it well after they’ve put it down, make an ad with a visual that dominates the page and makes your audience look twice. You can do it with a complex or intricate visual pattern or repetitive shapes and colors. If you want to shake up your advertising, think about making the audience look twice before you think about actually conveying your message. Repetition. If you really have a point to make, don’t just say it once. Repeat it twice, three, even four, five, or six times. Repetitive words, especially in a bold font, definitely catch the eye and get your point across. Sometimes when you are searching for a new idea, you just need to keep it simple. Tug on the heartstrings. Depending on what you are selling or promoting, appealing to people’s emotions can be the best way to catch and keep an audience’s attention. From joy to sorrow, when an emotion connects with a product or service, it can make a powerful connection...
People Respond More Positively to Print

People Respond More Positively to Print

There was recently some very interesting research done that all business owners will want to pay attention to. While the world of digital advertising and marketing is vast and there are many exciting tools at business owners’ and marketers’ disposal, a majority of respondents to a recent survey indicated that they were more likely to pay attention to print advertising than digital. Let’s explore some of the reasons why, below. Being constantly bombarded is annoying. One of the biggest findings was that people are just flat out annoyed by how frequently they are being advertised to on the internet. Typically, people just want to access the information they are looking for on the internet and they don’t want to be bothered. Constant bombardment makes people less likely to engage. People have become desensitized to online ads. Because of the sheer frequency and variety of online ads that people are bombarded with online, they are desensitized to the messages they are being presented with. Even if they are being shown an ad for a product that might be relevant to them, they are less likely to click on it or even notice it because they are so used to ignoring ads online. They are often not relevant. Part of the problem with online advertising is that, though sometimes ad targeting tools are sophisticated in terms of who they target, many times they are targeting and showing the ad to the entirely wrong person. This experience of being shown irrelevant ad after irrelevant ad makes people assume that most of the ads they see aren’t even meant for them. Print provides...
New Year, New You: 3 Critical Elements of a Rebrand

New Year, New You: 3 Critical Elements of a Rebrand

Have you ever heard the phrase, “new year, new you”? Sometimes you feel the need to reinvent yourself, and there’s no better time to do it than when the year begins anew. The same can be said for businesses. While a rebrand is something not to be taken lightly, it’s also something that can re-energize you and your business and get things moving in the right direction. If you’ve decided that this year is the right time to rebrand your business, we’ve put together a few tips that will help you navigate the situation calmly and confidently. Identify your mission, vision, and values. Sometimes in business, the important things get lost in translation along the way. You start up, you have a clear idea of who you are and what you stand for, and then life, as they say, gets in the way. Whether or not you feel you’ve lost your identity as a business, it’s important that during the very first stages of a rebrand that you sit down and identify who you are as a company. What are your mission, vision, and values? What is truly important to you, and how do you want to be viewed and remembered? Answering these key (and often difficult) questions will make it easier to develop a new brand that you and your customers truly identify with. Entrust the right team. This may sound obvious, but it can be complicated, and it goes for both internally and externally. You want to have champions of your brand internally and get them excited about the rebrand. Identify them and let them know how...
10 Facts About Promotional Products You Need to Know

10 Facts About Promotional Products You Need to Know

Promotional products are an important part of any marketing strategy. Whether you sell simple consumer products or expensive and complex services, the right promotional product printed with your logo can amplify your marketing efforts and help you maintain a presence in your customer’s life. If you haven’t spent too much time thinking about how promotional products can benefit your business, these 10 facts will really be an eye opener! 80% of people own between 1 and 10 promotional products. This means that promotional products are an important part of people’s lives. 53% of those people use a promotional product at least once a week. That means that for the majority of people, these products aren’t just lying around collecting dust. They are actually helping people in their daily lives! 60% keep promotional products for up to two years. This means a couple of different things. One, it means that most people aren’t just going to throw your promotional product in the garbage. But it also means that if you haven’t had a new promotional product made in the past two years, your last one may not be around anymore. 91% keep at least one promotional product in their kitchen. That means that whether you are choosing a pen or a pad a paper to print your logo on, choosing a product that can be used in the kitchen really increases the likelihood that your product is going to be used on a regular basis. Bags generate the most average impressions of any promotional product. Because they are used so frequently and taken out of the home where others can...
Marketing Your Business During the Holidays

Marketing Your Business During the Holidays

November is here and that means that the cold weather is back and the holidays are right around the corner. While many businesses slow down around the holidays as people spend more time with family, it is also a significant opportunity to connect with customers as they buy gifts, prepare for family events, or get their business ready for the new year. Here are 4 ideas for marketing your business during the holidays. Organize a food or toy drive Not all marketing activities have to do directly with your products or services. Sometimes, just leaving a positive impression is the best form of marketing there is. Especially during the holidays, people like to have their hearts warmed by doing and seeing good deeds. What better deed for a business to do during the holidays than organize a food or toy drive for those people and families who are less fortunate? You can send out an email to your customers and promote it on social media to get as many people as possible involved. Follow the trends You don’t have to hop on every bandwagon that comes along, but sometimes using holiday trends to market your business can be refreshing and fun. Whether it’s pumpkin spice, elf on a shelf, or any other holiday trend, getting into the spirit of the season often translates into more engagement from your customers, and hopefully, more sales! Make an offer they can’t refuse Speaking of sales, nothing drives holiday spending like a great deal. If you’re not offering a special holiday offer on your products or services, you’re probably missing out on a...
3 Steps to a Compelling Elevator Pitch

3 Steps to a Compelling Elevator Pitch

As a business owner or stakeholder, you’re likely well aware of the elevator pitch. It’s that little 30 second speech where, whether in an elevator or not, you hope to get a stranger interested enough in your business to become a customer or at least a prospect. But what makes an elevator pitch compelling and more than just a run of the mill sales pitch? What would make a stranger more likely to remember you and your business and use your product themselves, or recommend it to a friend in need? We’ve identified three steps to help you do just that as you’re out there in the world. Make a connection. You’ve met a lot of people in your life and you probably can’t remember all of them today. So, what makes an interaction memorable? It starts with a simple, authentic connection. When you meet someone, look them in the eye and give them a firm handshake. Be genuinely interested in their name and ask to hear their pitch. Once you’ve shown genuine interest in a person and their story, they will be much more likely to want to listen to what you have to say and to remember it afterwards. Solve a real problem. Once it’s time for you to give your pitch, you want to try to frame your product or service in terms of the problem it solves. So, here at Performance Group, we don’t necessarily talk about selling branded paper and promotional print products. We talk about saving businesses time and money with our streamlined print management solution, PRINTLink. People will certainly understand if you...
Why Your Printed Materials Are (Almost) as Important as Your Product

Why Your Printed Materials Are (Almost) as Important as Your Product

“If you build it, they will come.” As much as business owners wish this old adage always rang true, sometimes it is not the case. The truth is that businesses need to focus on a whole lot more than their core products and services in order to be recognized and thrive. Creating an exceptional product or service is just the beginning of a successful business. The next part is making your business stand out and attracting and retaining customers. We know that high quality printed materials are one of the top reasons that a company stands out in people’s minds. With that in mind, here are a few reasons why your company branded printed materials are almost as important as your product itself. Know your audience. The qualities of your company branded printed materials speak directly to your ideal audience/prospect. Whether it’s the labels on your product or the way your logo looks when seen from afar, choosing the right colors, size, and shape of these materials will go a long way towards determining who identifies with your brand and who does not. Stay top of mind with unique products. If you have the type of product or service that people will keep coming back to, that’s great! But you could do even more to keep yourself top of mind by offering unique printed products that can be utilized at home or in the office and will always bring your company to mind. Items like pens, notebooks, and keychains get used frequently, and when they are of high quality, they keep your company top of mind. Stay top of...
4 Tips for Creating a Distinctive Brand

4 Tips for Creating a Distinctive Brand

No matter what you do, you want to have a brand that people are eager to return to. Whether it’s tires or telephones you sell, you want your repeat customers to be the lifeblood of your business. Half the battle of earning the business of lots of repeat customers comes with having an exceptional product or service. The other half is way you present that product or service. And that’s where we come in. Creating a distinctive brand goes beyond having a great name and logo. If you’re doing it right, it goes into everything from your business cards to how you answer the phone. Read on the learn 5 valuable tips for creating a distinctive brand.   Be bold, visually. It is very important for you to create a visual brand that is bold and unique. Is there a chance that your name or logo could be confused with a competitor or a company in a completely unrelated industry? That would not be good. We recommend sticking with bold lines and colors with minimal text and design elements for a visual identity that is instantly recognizable.   Keep your customers close. Distinctive brands have loyal customers. If you want your customers to automatically think of your company when they are in need of your product or service, it’s best to keep them close. The best way to keep them close is to let them know you care about them and their opinions, and that their needs are your top priority. Seek feedback from them and always be excited to see them, especially with repeat customers.   Surprise and...