Direct mail is one of the most effective ways for nonprofits to solicit donations. However, these efforts work best in concert with other channels.
As the U.S. economy gradually begins to reopen, you may want your marketing strategy to look different than it has in the past. Why? Because the market is in flux, and consumers are re-evaluating existing brand relationships.
3 Tips for Keeping that Project on Time
How the marketing world has changed! Whether you are being asked to produce projects in print, email, mobile, or for your website, schedules are compressed. There are more channels to integrate. Everything is more urgent. How do you keep everything running on time and on a budget? Here is a quick guide from Workfront, a project management platform, for simplifying the project management process. These steps apply whether you use third-party project management software or not.
1. Improve the intake process. Most marketing departments have requests coming in from multiple directions. How do you keep track of how much work is coming in, what the expectations are, and what the priorities should be?
• Create a single funnel for all work requests. Whether it’s one person, a dedicated email address, or a software program, create a single point of contact. No more sticky notes, text message requests, or “desk flybys.”
• Develop a template that gathers the details of each project. What is the scope? What is the timeframe? Collecting all (and we mean all!) of the information upfront in a systematic, standardized way allows you to prioritize and manage projects effectively.
• Set up a response protocol. How many times do people submit a second request because they think the first one fell into a deep, dark hole? Respond to each request within a set time frame.
Step 2: Set up a standardized workflow. Have weekly kickoff meetings with all of the stakeholders. Get agreement on timelines and details. You don’t want anyone coming back later and saying, “I didn’t agree to that.” Or, “That’s not what we discussed.” Ensure that everyone is in alignment with the scopes upfront (no scope creep!).
Also answer questions such as:
• Who will be spearheading each project? Someone must be ultimately accountable for moving the project along.
• What is the schedule for updates? With regular, detailed updates, things stay on task, and people are held accountable.
• Are any of these projects repeatable? Whether it’s direct mail, a landing page, or an email blast, setting up templates for a similar and ongoing project can save you tons of time.
Step 3: Streamline approvals with digital proofing. Establish a clear understanding of who needs to review and approve work. When does that work need to be approved? When possible, collaborate in a digital tool that gives everyone visibility into the process.
It doesn’t take specialized tools to improve the project management workflow. It requires stakeholders working through a centralized point of contact, in a centralized environment, so everyone stays in the loop. Set up protocols, communicate expectations, and stay consistent. Then watch things move along more smoothly.
There Is No “I” in “Personal”
You’ve heard the phrase, “There is no ‘I’ in team.” So it is with print and digital personalization. By itself, data is just that—data. To be truly personal, it takes a collective effort to capture the customer’s attention and create relevant communications that move the needle. Let’s look at some of the most common marketing elements that marketers combine with personalization to maximize response rates.
1. Audience selection.
Great results start with having a highly targeted audience that is more likely than average to respond to your offer. A home improvement contractor might target new movers. A boutique salon might target female residents within a specific ZIP Code. Layering on personalized information, such as name and offers based on household income, are a bonus.
2. Stand-out design.
Personalized messaging is powerful, but only if people read it. You have to draw recipients’ attention in the first place. To do this, marketers often use unusual design elements, such as oversized postcards, clear envelopes, or lumpy mail, to capture recipients’ attention long enough for the personalized message to get seen.
3. Remind them. With even the best offer, people need to be reminded to respond now and then. You can improve response rates by sending follow-up postcards or emails (or both). Remove recipients’ names from the follow-up list once they respond. Something as simple as a reminder card or email can boost response rates significantly.
4. Mix up your channels. Effective campaigns use multiple channels to reinforce the message. Pair postcards with email and social media mentions, then use great in-store signage as the coup de gras.
5. High-value incentive. This technique is common in lead generation or information gathering campaigns. To motivate recipients to respond to an initial call to action, you might offer a gift or monetary incentive, such as a restaurant gift card or entry into a sweepstakes.
Personalization is a powerful tool, but it’s not a magic wand. Like all marketing elements, it works best when it is part of a collective effort.
Getting Content Marketing Right
We hear a lot of about content marketing these days. Why is it so important? Whether it’s in print, email, or mobile, content marketing builds customer trust, engagement, and loyalty, which are the foundations of long-term revenues and growth. Here are five steps to getting it right.
1. Have a brand message.
Boil your brand messaging down into a simple statement that reflects both your product and your value proposition. Some well-known examples are McDonald’s “I’m lovin’ it” and Nike’s “Just do it.” Having an over-arching brand message helps you maintain consistency and focus in your broader print and digital marketing efforts.
2. Use metrics to gauge results.
How you incorporate content marketing into an overall marketing strategy will depend on what you want to achieve. Use metrics to further specific marketing goals, including:
• Sales volume
• Market share
• Number of leads
• Cost per lead
• Length of sales cycle
Put numbers to these goals and time frames to achieve them.
3. Speak your audience’s language.
You will speak differently to moms raising children than you will to twenty-somethings just starting their first job. Have a detailed knowledge of who your audience is and what makes them tick. Craft your images and messaging to each segment.
4. Keep branding consistent.
All of your content should reflect consistent branding. Place someone in charge of managing your content strategy and set up guidelines for elements such as logos, brand colors, images, and fonts, styles, and sizes of text. Remember that all of your brand elements must work across multiple channels, including print, email, and mobile.
5. Target the stage of the sales funnel.
Not only can your customers be segmented into different target groups, but they are also at different stages along their buying journeys. For example, someone who needs your product but isn’t yet aware of your brand isn’t ready to skip right to product selection and pricing. Know where customers are along the journey and craft the right message to hit them at the right time.
Sound complicated? It doesn’t have to be, and you don’t need to go it alone. Give us
What Drives Color Trends?
What influences the graphic designers who are designing your marketing collateral, direct mail, packaging, and displays? According to Jack Bredenfoerder, director of BV Color Strategy, five factors are impacting the use of color in any design project:
1. How the eye sees color.
This refers to the interaction of the object, the light source, and the observer. The same color appears different to the eye based on lighting conditions. Depending on how and where color is used, color choices will differ.
2. The culture around us.
Design trends are influenced by the culture around us, including colors of state, colors of religion, color conventions, and colors of groups (sports teams, corporations, organizations, schools).
3. Psychology of color.
Not everyone agrees on the emotions or meaning that colors evoke, but there is little disagreement that certain colors inspire certain emotions. Use color to do more than look pretty. Use it to influence emotion.
4. Color fads, trends, and cycles.
There will always be color fads, trends, and cycles. To anticipate emerging trends, Bredenfoerder suggests watching the New York runways and the Hollywood red carpet, since fashion designers are often harbingers of the trends that reach the world of print and digital design.
5. Color influence and forecasting.
Color forecasting is an active, ongoing creative process that incorporates more substantial influences such as politics, medicine, and culture. Today, the yearning for simpler things of life can be seen in color trends that relate to playfulness, nature, and joy.
The takeaway? Color is a powerful tool, but just like fonts and design style, they are always shifting. Don’t get stuck in the past.
Print and Digital: Complements, but Not Interchangeable
In the marketing world, we regularly hear about print and digital marketing being used together. Digital and print media reinforce one another, so rather than seeing the two as competitors, marketers are encouraged to integrate them. However, integration doesn’t mean that the two channels are interchangeable, as one new survey shows. Consumers still want a choice.
A survey commissioned by Two Sides North America reveals that U.S. consumers are unhappy with corporate initiatives forcing them into digital-only communication and eliminating paper-based options. Many of the questions related to bills and statements, but the results apply to marketing communications, too.
Consumers want to be able to choose whether to receive paper bills and statements, and they don’t want to have to pay extra to do it. For example, 79% of respondents want the option to continue receiving printed information, and 77% would be unhappy if they were asked to pay for it. More than three-quarters (79%) felt that paper options were easier to read compared to screens.
There is also suspicion about the motives of companies forcing their customers to go paperless. Overwhelmingly (85%), consumers agreed that cost savings is the main reason companies use claims such as “Go Paperless—Go Green” or “Go Paperless—Save Trees.” More than half (57%) question the truthfulness of such claims.
So use digital and print-based communications wisely. Use email when you need to touch base quickly, such as sending company news, alerting customers to a flash sale, or offering reminders. Use print where digital communications are not as strong, such as for . . .
• In-depth communications.
• Contacts that contain highly personal information.
• Mailings that involve brand or personal trust.
Studies also show that information is easier for people to understand and recall in print, so use print for “weightier” topics and messages that require attention to detail. If you want to move customers to digital communication, ask first. Don’t make the decision for them.
Is Your Print Project Really Finished?
Any marketer has access to high-quality printing, but far fewer take the time to invest in high-quality coating. For those that do, the extra time can make the difference between buyers seeing your project as “a nice piece” and a really great, memorable one. Let’s look at three reasons you might want to add a coating before your project goes “live” into the hands of your target audience.
1. Protection. Sometimes a project needs that extra level of protection to keep it looking its best. Printed pieces can be exposed to a wide variety of harsh environmental conditions, including mailing equipment, high levels of moisture and dirt, high-traffic conditions (such as retail signage and displays), and constant handling. Coating provides an important level of protection that keeps the piece looking its best. If you need full waterproof properties, you may want to consider a laminate.
2. Gloss. Shine adds sparkle and impact. It instantly conveys the impression of value and quality. When you print or mail a piece with a high-gloss coating, you are telling recipients, “You matter!” UV coating offers the hardest coated surface and the highest level of brilliance and sheen.
3. Special effects. The number of options for specialty coatings is exploding. Spot varnish, for example, highlights specific areas of the printed piece for visual interest and impact. (Think lips popping out on a lipstick ad.) Soft touch creates a printed piece with a velvety finish. It produces a wonderful tactile feel, with the added benefit of offering fingerprint resistance, as well. Some specialty varnishes can be enhanced with effects such as glitter, tint, and scents. If you want to use a laminate, you can even get holographic effects.
Different finishes have different benefits and drawbacks. They also have different ranges of cost. Talk to us about the differences between coating types and ask to see samples. Then use coatings to make your next project shine.
Nurtured Prospects Are Higher-Value Prospects
Lead nurturing is the process of drawing prospects into the sales funnel, then “dripping” relevant information to them via print, email, or other channels to keep them moving through the funnel until they make a purchase.
Lead nurturing is a powerful tool, but it is a process unfamiliar to many marketers. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. It’s worth learning!
Let’s look at five types of lead nurturing campaigns and how they can boost your bottom line.
1. Product-focused campaigns
Once someone “raises their hand” to show an interest in your products, your job has only begun. Now you can begin feeding them content such as case studies, white papers, and data sheets. Give them enough information, and the right information at the right stage of their buyer journeys, to make a purchase decision.
2. Overcoming objections
Part of a customer’s journey is asking questions, so feed them information that anticipates those questions and answers their objections. This might include technical papers, customer testimonials, or analysis from industry experts. A comparison/contrast with competitive products might be in order.
3. Lead re-engagement campaigns
At some point, prospects can become disengaged from the process. Maybe they were wooed away by a competitor. Maybe they handed the project off to someone else. Or maybe they just got busy. Blog posts, case studies, and customer testimonials are great ways to renew their interest.
4. Promotional/closing campaigns
After a prospect has been exposed to escalating “drips” of relevant content, it is time to close the deal. Send a promotional offer or specific, personalized call to action to get them to pull the trigger.
5. “Top of mind” campaigns
Even once someone becomes a customer, don’t stop pursuing them. Keep that relationship going with a welcome letter, postcard, or information kit. Make new customers feel valued and appreciated, then stay top of mind with educational newsletters, tips and tricks postcards, and regular “drip” emails to keep them engaged until they are ready to make another purchase.
Need help planning a lead nurturing campaign? Give us a call!