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...
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...
Features That Make a Great Business Card

Features That Make a Great Business Card

Designing your own great business card is a fun way something big about your business in a very small space. The standard US business card is 2 inches by 3.5 inches. How can you make a big impression with that? Some people make chocolate business cards, or laser cut metal cards, but that’s not the only way to wow. If you want to make a splash with the traditional card, make sure it has the following features. Sizes and dimensions The 2 x 3.5 inch card is usually printed on 80-pound stock paper. The larger fonts (like name and business) are usually between 9-11 points, and smaller fonts (email address, phone number) are 7-8 points, and no smaller. Try to keep the card to two sizes of fonts in order for your great business card to be clean and readable.   Logo Your logo should be the most prominent feature, followed by your name. Your logo will dictate the colors you use on your card. Two colors are standard for such a small card, but you can experiment with duotones, which are popular in 2017. The logo can take up half of a one-sided card, and the entire side of a two-sided card. Your logo fonts can dictate the fonts you use in the rest of the card. If your company has something to do with children, feel free to use one child-like font and one common font, like Helvetica. The “fun” font can be used for larger text like your name, and the readable font should be used for anything smaller. If you want to convey professionalism, use...
5 Reasons You Should Still Carry a Business Card in 2016

5 Reasons You Should Still Carry a Business Card in 2016

You might be asking yourself, “Why business cards?” In 2016, haven’t smartphones and LinkedIn replaced the necessity of carrying around a dozen paper calling cards? The short answer is – no. There is a reason people have been using business cards since the 17th century, and even in the wake of apps and social media platforms, nothing really beats a crisp, clean cardstock to show you’re serious about your business. Below we explain the power of the business card and offer links to inspire your creativity for your own business cards. Person-to-person first impressions When thinking about the importance of the business card, imagine who you want to give it to – potential clients, potential employers, etc. Now, think of how many emails, social media messages, and cold calls they get in a week. On the other hand, how many times does someone walk up to them, hand them a customized business card and shake their hand? Far fewer. And this is your opportunity. Person-to-person marketing is still the most effective, according to the Content Marketing Institute. So let your handshake and business card be your first impression, rather than a friend request or impersonal email. Mini-portfolio Now, once you’ve handed a business card to someone, you want two things to happen – for them to offer you their information, and for them to remember you. Beyond your firm handshake and communication skills, your business card is an opportunity to say something about your personality, work ethic and skill set. Think of it as a mini-portfolio. If you’re in the visual arts, this is an opportunity to showcase one...
Digital and Print Marketing: Work Together to Make an Impact

Digital and Print Marketing: Work Together to Make an Impact

If you’ve developed a marketing campaign for your business in the last few years, it likely involved a blast email, social media post, or digital ad. The internet has allowed for unique and inexpensive channels for advertisers. Compared to “traditional” marketing, digital marketing’s reach and results can be easily measured, making it very appealing to businesses of all sizes. Because digital campaigns tend to be cheaper and easier, many businesses choose digital marketing over traditional and print marketing. But, why must we choose one instead of the other? Why not develop a campaign that marries the two? Marketers agree that the most effective campaigns find the right mix of traditional strategies and new school digital media to maximize their reach and nurture their brand. When the two work together as part of a complete marketing strategy, online and offline marketing strategies can support and enhance the other. If you’ve been spending your time and energy on strictly online ideas, we can help remind you how you can make the connection between your online and offline marketing. Learning the benefits of traditional marketing can help you decide how best to implement the your online and offline marketing. Firstly, 70% of Americans believe mail is more personal than the internet. Compare how you feel when you receive a handwritten letter in the mail versus when you receive an email–you know it took more time and attention and it gives you a feeling of importance when you notice the tiny details they added just for you. Your audience can recognize that effective print materials take more time and effort to customize than...
Direct Mail Marketing is Here to Stay!

Direct Mail Marketing is Here to Stay!

Direct Mail is Here to Stay! Remember a time when people were so worried that email would replace the hand written letter? Well, they were mostly right. People see letter writing as an art-form and those who receive a card in the mail are often delighted at the “old-fashioned” manner of delivery. As a print company, Performance Group takes pride in creating and managing mail pieces, even during an age when experts claimed not too long ago that “direct mail is dying”. As recent as 2009, marketing companies were certain that direct mail was never, ever coming back for reasons such as “people don’t like it” or “it’s too expensive”. The push was for digital marketing – it was the bright, new, shiny object that could be done quickly and cheaply. The internet has changed how we view mail; however, there is a recent swing back to print marketing. Direct Mail is not dead! Here’s why: 1. People today are inundated with digital marketing. A recent study found that in the US, online ads garnered a 0.10% click through rate. While digital marketing campaigns might have a huge reach, a tiny percentage of people are actually seeing and engaging in the add. In comparison, 42% of recipients at least scan direct mail pieces. The numbers are quite impressive: An article by Goodman (2016) explains that if you executed a direct mail campaign to 10,000 targets and achieved a 1% return, that is 100 new customers! In order to achieve that same return with digital marketing, you’d have to reach 3,035,700 targets! In fact, a 1% on direct mail is...