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In most businesses today, space comes at a premium. Desks are crammed together with co-workers close and the closet at the end of the hall is full of stuff. Add to that the jumble of materials needed to go to more than one trade show per year and you’ve got some serious space management issues. In fact, several of our print communication customers require us to call before we make any deliveries because they simply have no extra room.
It may seem a bit “old fashioned”, but, if you really want to stand out in your marketplace take a minute and say Thank You with a handwritten note. People are busy like you. They get hundreds of emails every day – just like you. Their business mailbox, however, is full of bills and “junk mail” from people they don’t know. If you put a handwritten note in that box you will be memorable and you’ll stand out above your competition for sure.
You need to communicate a special deal, share event details, send out invitations, notify customers of an address change, and of course, it has to be done yesterday. There are some things you depend on others to help you with, mail lists, graphic design, copy, budget approvals, and more, but you still have crazy short deadline to deal with and you have to get this message out now. While there is a lot of organization and coordination required to get the project ready for printing and mailing, there are things that can be done well in advance that can help you be better prepared for the communication emergency.
Haptic marketing has been a buzzword for a few years now. Marketers are applying the importance of touch. “Haptic” is to touch as “Optics” are to vision. Touch is incredibly important to grabbing the attention of your audience.
Increasingly, haptics have invaded the digital space. Also called tactile marketing or sensory marketing, digital ads employ haptics to engage the user.
There is a lot of talk in the marketplace about Portals these days. Many websites offer a space to set up and account and login so you can check on orders and track your shipments. Libraries want you to use your library card to sign in on their website to access more of their services. Heck, your Urologist probably has one he wants you to use. But is the portal your printer offers good for you or good for them?
Some projects are best suited as a digital communication while others really should be printed. Some programs could benefit from both printed pieces and digital resources. With ever-increasing sales targets and tight marketing budgets we need to get this right. These tricky questions can be answered more easily by breaking the decision down into smaller parts.
At Sara Lee, we had this brand called L'Eggs. A pair of pantyhose that came inside of an egg that was sold in the grocery store - just a great brand.
“Nothing beats a great pair of L'Eggs.”
It was a 500 million dollar brand in the 80s with an interesting concept. You could buy your pantyhose in a grocery store.
Understanding the customer’s needs is critical to moving them through their customer journey in their relationship with you. Like any relationship, it's based on communication - a two-way conversation with your customer. Let's face it. We’re not very good at it. And that's because we aren’t that good at listening. Discovering their pain points, and challenges as well as communicating your ideas, or solutions requires not only hearing but actively listening to the customer.
In this interview with Elaine Fogel, marketing and branding expert, she answers a few questions about her work, her experience and gives us some practical tips.
- What is the most difficult or unusual thing you have tried to do marketing for?
- What do you love about what you do? What do you enjoy doing marketing for?
- What can you tell us about the importance of printed marketing materials?
As consumers, we have never had access to as much information as we now have. Whether buying a car or selecting a service provider, in just a few clicks we can evaluate costs, benefits, features and reviews and then make good choices quickly. All this product information is readily available, easy to interpret, and quick to access. For consumers, more data typically equals better decisions.
For marketers, not so much.