7 Steps Chrysler Took to Promote Their Business at the NADA Convention

Today’s automotive industry moves fast and furious, so it’s important to showcase your vehicles in new and creative ways. But how do you show change and innovation on paper? You don’t. You show it WITH paper.

Like Chrysler did here.

The automotive company was looking to encourage people to visit their service center display at the National Automobile Dealers Association’s Las Vegas convention in 2003. To do this, they cleverly employed several marketing techniques that can apply to any brand or industry.

  1. Stay true to your roots. Chrysler, which has a strong brand identity, chose to showcase a miniature version of a Chrysler dealership right down to the cars, service desk and employees.
  2. Never underestimate the ‘WOW Factor’. Pop-up mailers are a really unique way to capture the attention of your audience. This particular one ships flat but, because of its interactivity, detail and uniqueness, it also surprises and delights.
  3. Less can be more – when it’s done right. Sometimes it’s just better to get to the point. To really maximize the space on this mailer, Chrysler chose to include short bursts of essential information instead of paragraphs of marketing speak. Rather than trying to convince attendees to visit its display, the team chose to let the excitement of the mailer speak for itself.
  4. Include a call to action. In this mailer, Chrysler is up front about what it wants – for people to visit the company’s service center display at the conference.
  5. Offer an incentive. We all know that people generally love to win free stuff. So, instead of just asking conference attendees to visit Chrysler’s display, they wanted to make the visit worthwhile. To make their call to action even more powerful, the company also advertised that they would be offering a chance to win a free year of ServiceVision.
  6. Don’t forget the basic information. Between the bells and the whistles, it’s easy for marketers to get caught up in the excitement of a piece and forget the most basic of information. Always include the date, time and location (if applicable) of any event you or your business are/ is attending.
  7. Catchy openings are key. Embracing the convention’s location, Chrysler took inspiration from Las Vegas’ neon lights and showgirls. The mailer’s cover is colorful and hints at the purpose for sending it out. It also beckons the recipient to open it up to see what’s inside.

5 Ways to Incorporate Video into Your B2B Marketing

Video is one of the most talked-about subjects in the marketing industry right now, and with good reason. Did you know that videos increase people’s understanding of a product or service by 74%?

Everyone from social media strategists and content creators to businesses and brands are all jumping aboard this trend. Why? They all understand how and why video has become such a popular mechanism to win new business and increase audience loyalty.

But despite its growing relevance, one of the questions we get most is: How do I get started with video marketing? Here, we’ve included a few tips to help make your marketing videos even more effective.

  1. Choose the right files. To ensure the quality of your video and sound are exactly where you want it, we recommend using the following: a) video file format: MP4, WMV, AVI, MOV, (Codec: MPEG-4, Divx, Xvid 720P) b) Audio output: Mono speaker c) Sound level: 75-80 dB
  2. Keep it short. Video is a great vehicle for delivering your message, if it’s done effectively. Keep your videos short (30-60 seconds) and entertaining while still delivering on substance.
  3. Don’t forget the CTA. Perhaps it’s as simple as encouraging viewers to visit your website or call a direct line. Whatever the call to action is, don’t forget it. This will help you track responses and, perhaps more importantly, determine the success of your marketing efforts.
  4. Make your messaging digestible. In addition to keeping your content brief, remember to share your messaging in short, potent bursts. Perhaps this means separating your video into “chapters” or creating a YouTube series to really hit home your product or brand. Allowing viewers to enjoy your content in bite-size pieces ensures your audience will absorb more of the information you’re delivering.
  5. Consider Video-in-Print formats. Here at Structural Graphics, we have produced hundreds of thousands of video units for some of the top Automotive, Pharmaceutical, Financial Services, Manufacturing and Entertainment brands in the world. Check out our VPA Gallery here.

PROJECT SPOTLIGHT: History Channel Sox Box

How many of you watch the History Channel?

We created this History Socks Box for A&E so they could showcase, in their words, “some of their best footage ever” with their ad sales clients. Each quarter, A&E chooses two of their hottest shows to highlight. In this case, it’s Join or Die with Craig Ferguson and Vikings.

This box is the first of its kind for the network and was designed to hold three pairs of socks – two inspired by that quarter’s featured shows and a third made up of spares. The box also includes an insert with show descriptions and scheduled airings.  

Interested in learning more about what went into creating this box? Head on over to our website or email us.

The 5 People You Meet in Marketing

Thanks to Mitch Albom, we’ve already gotten introduced to the five people you meet in Heaven. But for us Earthly beings, who are still very much grounded in the here and now, this collective of people is still very relevant in our everyday lives.

Take marketing, for example. It can often be a mixed bag of personalities, backgrounds and skill sets. Some, you’ll find, have been in the industry for what seems like forever, while others, recent grads or transitioning professionals, are making their first foray into the space.

Below we’ve identified five personalities you’re almost certain to meet in the marketing world.

Which one are you?

THE VISIONARY

Wise. Early adopter. Clairvoyant. Regardless of what you want to call this person, you can always bet there’s going to be one in the group. This person is the one with a Rolodex so thick it puts War & Peace to shame. He seems to know everyone and everything as far as marketing is concerned, and often spins a yarn to prove it.

THE MILLENNIAL

Ah, millennials. This term of endearment usually refers to the youngster, maybe even the newb, in the group. Though these guys are generally new to content marketing (and maybe even the work force altogether), they have a deep passion for learning and are excited to dive in head first. At business meetings, they’ll arrive with notebooks from Rifle Paper Co. or an iPad, and they’re typically vocal about their new ideas. Contrary to popular stereotypes that millennials are the lazy generation, they can actually be a true asset to any company willing to evolve.

THE SOCIAL MEDIA SUPERSTAR

You know the guy: he’s the one who’s always checking his Twitter feed, uses words like “hashtag”, “engagement” and “SEO” in normal conversation, and has probably done a Facebook Live at least once in his life. This is the person who would rather read Google Analytics reports than Gatsby and asks if you’ve seen the latest video trending on YouTube instead of talking politics. This person eats, sleeps and breathes social media, and you better believe you can find him everywhere: Instagram, Facebook, Twitter, Vine, Tumblr, YouTube, Vimeo, Google+, Pinterest, Reddit, Snapchat. This list goes on.

THE PICASSO

Maybe she’s a designer who whips up brilliant infographics in an afternoon or comes up with fresh ideas for a native advertising campaign. This is the person for whom a lunchtime stroll can turn into a chance to ideate on the latest client project. She may be a bit flighty, but she always comes to meetings brimming with ideas. The Picasso’s favorite phrase is, “What if we did this…”.

THE STORYTELLER

Here’s how to recognize a master storyteller: This person cares more about engaging customers than immediate conversions. He’s worried less about ROI and more on brand loyalty. This person is always experimenting and has his finger on the pulse of what interests the company’s audience, whether that’s data, social media or experiential campaigns.

Can you think of some more personalities we may have missed? Share with us in the comments below!

Introducing SG Unfolded

Each year, businesses throughout North America choose Structural Graphics to produce thousands of dimensional projects customized to fit their individual needs. But what about the multitude of other designs our paper engineers have created but have never been produced?

Now, you can find them here.

SG Unfolded, which launched this week, is intended to showcase one-of-a-kind inventions born of innovative thinking and precision engineering. We have such a large library of designs, that we wanted to shine a spotlight on some of the amazing work our paper engineers think up behind the scenes, which may have never made it into a client’s hands.

Our hope is not only to show off these designs, but also to help you get to know our paper engineers and their approach to crafting novel pieces for marketing professionals, Fortune 500 companies, universities and the like. Perhaps these pieces will even inspire you!

Currently, we have 16 designs on SG Unfolded (and our related Instagram account, with more queued up and ready to be posted for you to enjoy every week. Multiple images are posted for each design, including a short video to showcase how the mechanism works.

We hope you enjoy!

The Continued Rise of VR in 2017 – And What it Means for You

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If you haven’t heard about VR by now, there’s a good chance you’re living under a rock.

The new technology seemed to really gain traction in 2016 with videos of Lil Wayne and LeBron James wearing Samsung’s Gear VR headsets and this emotional video released by Excedrin, which shows how it feels to experience a migraine — in real time.

But as VR and AR technology continue to gain traction in the new year, what are the implications of these products on marketers, businesses and the public?

screen-shot-2016-12-09-at-11-58-02-amHow are Virtual Reality Headsets Different Today?

Many of you might consider VR headsets to be the latest breakthrough in modern technology. Not exactly. Rather, it’s more like an upgraded gaming system with its 360-degree views and human-like avatars.

And while the original headsets were extremely clunky and not exactly wireless, they also carried a hefty price tag. This had two implications: 1. Developers had no desire to create headsets outside of gaming and 2. They didn’t make sense for businesses or consumers.

Now, nearly two decades later, these bulky, expensive products have evolved. Companies like Samsung and Google now offer their own versions of VR headsets and, here at Structural Graphics, we’ve created cost-effective versions called SleekPeeks that you’re able to customize to fit your business’ logo, color scheme and unique messaging. Plus they ship flat.

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So, How Exactly are Businesses Using VR to Market Their Products?

For everything from virtual product demonstrations and 360 video tours to training and prototyping. Here are a few examples:

  • Psychiatrists at the University of Louisville use VR to treat patients with social anxieties or phobias during cognitive behavior therapy. Because the patients are in a controlled environment, doctors are able to simulate the patient’s fear of, say, flying, and direct them on how to cope with that fear.
  • Ford currently uses VR in its Immersion Lab to get a better sense of how their customers experience their cars. Using headsets, they view high-def renderings of the interiors and exteriors of the cars before a prototype has been made available. To make this even more realistic, the company has developed prop-like tools like a flashlight that help their employees’ experience feel natural.
  • In an effort to increase bookings, Marriott Hotels created a “teleporter” which encouraged users to step inside a booth, put on a VR headset and visit a dream location. Not only could the wearer see a beach in Hawaii or the London Eye, but they could also feel the wind in their hair and the sun on their faces.
  • The US Postal Service used our SleekPeeks for their “Emerging & Advanced Technology” discount incentive program at the Association of National Advertisers (ANA) “Masters of Marketing” Conference. This piece delivered a powerful, yet lightweight virtual reality experience to conference attendees.

Interested in discovering how virtual reality can work for your business? Click here to request your FREE SleekPeeks sample.

Why Video in Print Can Work for Your Brand

“If a picture paints 1,000 words then one minute of video is worth 1.8 million.”
– Dr James McQuivey, Principal Analyst at Forrester Research

Within the last decade or so, the marketing landscape has changed tremendously. Traditional outreach in the form of catalogues and printed post cards has given way to email blasts and digital ads as consumers increasingly spend their time online.

This change in consumer behavior means that we, as marketers, must also alter the way in which we produce content for the companies and the brands we represent. Not only do we need to be more intentional with the stories we tell, but we must become more strategic in how we tell them.

Research shows that printed collateral continues to be a compelling and successful way to capture the attention of your target audience. However, when coupled with video, print has the capability to not only gain consumers’ attention, but also to hold it.

The statistics are there:

  • 70% of marketing professionals report that video converts better than any other medium (CodeFuel)
  • 90% of customers report that product videos help them make purchasing decisions (HubSpot)
  • On Facebook, video posts have 135% greater organic reach than photo posts (Social Media Examiner)
  • 76% of companies who have used videos in the past year report a direct business impact (AdWeek)

With the blurring pace of modern society, video is one of the few types of mediums that caters to the consumers of today, while still providing the value, relevance and trackable metrics marketing professionals are after. But how can we merge the strengths of print with those of video to create a singular high-impact marketing tool?

Our video-in-print brochures offer an effective option when it comes to getting your company noticed. One of the biggest advantages of combining these two mediums is the ability to enhance your brand messaging through engaging and supporting content. Video is highly visual and auditory, which means it’s easier for people to remember than text-based content. When consumers remember your video content, they, in turn, remember your brand. This can translate into better brand loyalty as well as more sales and leads.

Aetna used this dynamic video brochure to send information about its “smarter” healthcare solutions to consumers. The inside of the brochure featured a video screen with 6 buttons underneath it. By pressing each button, consumers could watch a video and learn more about each of the different solutions offered by Aetna.

T-CAAN is one of Canada’s oldest and most extensive networks of independent advertising, marketing and communication agencies. Information Packaging of Canada used this video handout at a recent T-CAAN event in Calgary. The mechanism they used was the Extendo. When you pull out the bottom panel, another panel automatically slides out from the top featuring a video about Information Packaging.

Nationwide Financial went “all out” and used this video invitation for its 2016 Nationwide Sales Invitational, a high-end event that rewards an elite group of advisors for their life and annuity sales volume and sales potential with Nationwide. The inside of this elegant mailer featured a video about the event complete with play/pause and volume controls.

What are you waiting for? Get in touch and let’s figure out how to take your marketing to the next level.

What it Means to Say I’m A Creative: Isabel Uria

This is the second installment in our “What it Means to Say I’m a Creative” series, meant to focus on the inspiration and drive behind each one of our paper engineers. To read Part 1 of the series, click here.

  1. How did you know you wanted to create (in a professional sense)?
    I think at an unconscious level I always knew I was going to work in the arts. I played piano for five years, and was involved in the school choir, theater, musicals and extracurricular art classes since middle school. Back then, I loved colors and painting, primarily.However, my journey with paper probably goes back to when I was 6 or 7 years old. My older brother had been given origami books for Christmas. I saw how he would make all these little creatures out of paper and neatly display them on his shelf. As any little sister, I idolized my brother. I wanted to be just like him! But he wouldn’t lend me his origami books!So one day, when he wasn’t looking or wasn’t around, I snuck into his room, took the books and started to try to follow the instructions on how to make all these little creatures through increasingly difficult pleats and folds. I succeeded on the beginner’s book but I failed miserably on all the more advanced ones. It took a while before I would understand and successfully accomplish complex paper folding like that. But if I have to look back at where I began with paper, I think that might have been my first experience with this amazing material.
  2. What advice would you give to others who want to work in a creative industry/ position? 
    Work Hard. Work smart. Be true to your passions.

    Be consistent.

    Be persistent (without being stubborn).

    Be confident, but not cocky.

    Dream big, but also keep your feet grounded in reality (or at least keep a toe or two on the ground).

    Stay confident, even when you think you’re wavering at every turn. (We often think we’re not doing well enough, but sometimes that’s a good thing; it keeps us humble.)

    Go forth doing your thing (whatever that may be) with constancy and fortitude!

    I guess much of this “advice” can really apply to any profession. At the end of the day, whatever you do, practice your craft passionately. Wouldn’t that make for a happier you?

  3. What does creativity mean to you?
    Being creative is inside all of us. Creativity is looking at a world of possibilities and acknowledging all the ways a problem can be brought to light and all the ways it could be solved. Creativity opens your mind. It is a path to visualize the past, the present and the future. Creativity is the opposite of war. It is the future. Evolution has happened because human beings have been curious to know and understand how things work and take that understanding to CREATE new developments and innovative things that serve our needs and help us. Creativity makes the world go around!
  4. How do you feel when you tell others you’re a paper engineer?
    It’s always fun to explain what I do. Unless you’re “in” the industry or closely linked to it, people don’t automatically know what a “paper engineer” is.First of all, we have not necessarily studied engineering in school, yet we work with paper as our material of choice in the same way an engineer does. We use the material —cut, fold, and paste it—to create an entirely new construct. The thing about paper engineers is that we can toggle that blurry line between being an artist and being a designer. We can be both! And sometimes, some of us are.Personally, I feel that’s awesome! I also feel very fortunate to be one of the people who makes a living in this profession. There are only so many people that do, and I think we all know each other! Or at least we know of each other.
  5. What does it mean to say that you’re a “creative”?
    There’s a lot of responsibility that comes with being a designer because you’re the one that has to visualize the results, and make sure it works for the purpose that it is needed. As a creative I have to come up with a compelling, grand, aesthetically pleasing solution to the problem at hand. I have to design an eloquent way to express a message in 3D paper shapes and forms. I have to make things unique and innovative. Sometimes that comes easy, but sometimes it doesn’t. And criticism will always be there. Those are the struggles you deal with on a regular basis as a designer, as an artist and as a creative.

To learn more about Isabel, please click here.

Innovation At Work

Paper currency. Chocolate chip cookies. The Smartphone.

What do all of these things have in common, you might ask? Well, they all started as an idea that turned into a life-altering innovation.
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But, an innovation doesn’t have to be something as complex as creating Samsung’s Galaxy, or coming up with a way to maintain monetary policy; it can be as easy as baking a batch of homemade cookies.

At Structural Graphics we recognize that innovation is a major component to the success of a business, not only to provide our clients with new and creative solutions to their marketing challenges, but to provide solutions to the challenges we face internally in our company as well. Thus, the Structural Graphics “Innovation Team” was born. CEO Michael Maguire selected 10 employees, from all different backgrounds and departments, to form this Team whose sole purpose is to “create anything new that has impact”. For our company, innovation could take place in the form of a product or service, a process, or the way in which we interact with our customers.

The first task for the Innovation Team was to “think outside the box” and come up with an innovative way to re-organize an open space that wasn’t being used. After some brainstorming and collaborating, the Team transformed a dull, closed-off area into a terrific space with lots of natural light and places to display creative work. The “Innovation Space” became an area where employees can hold meetings, collaborate on projects and, most importantly, share projects (personal and professional) with their colleagues. You may not have known it; but we have lots of artists here, painters, poets, musicians and more.

The Innovation Team has some exciting projects they’re working on now. Members have split up into groups to take on projects the Team sees as having the greatest opportunity for innovation in our company right now. Projects include new and exciting updates to our company website, a company-wide recycling project for employees to become more environmentally conscious, and a plan to alleviate bottlenecks in our current internal prepress process workflow.

This is just the beginning. The Innovation Team holds lively and interactive meetings twice a month where all ideas are welcome, and usually a tasty dessert is shared among co-workers. This Team will act to provide Structural Graphics with innovative solutions to our current challenges. Keep a look out for some of our upcoming projects, and remember that innovation can be found anywhere; all you need is a great idea and the ability to “think next” (chocolate chip cookies definitely help too).

Picture: the Innovation Team in our newly redesigned innovation space.
(Front Row) Michael Maguire, Jenna Paternostro, David Komorowski, Karen Signor, Warren Yamakoshi
(Back Row) Darlene Ferris, Jeff Nixon, Joe Migliaccio, Shin Wakabayashi and Edmund Wu