Category: Audio / Video Marketing

How to Reach the 4 Kinds of Holiday Shoppers

It may only be fall, but already we’ve got the holidays on the brain.

Year after year, it seems the holiday shopping period grows, giving brands greater opportunities to take advantage of consumers’ willingness to purchase products, services and more. But don’t be tempted to allocate the majority of your marketing resources to Black Friday and Cyber Monday.

New U.S. research has revealed key information about holiday shoppers’ behavior. Not only are they shopping earlier, but they’re also researching a product, brand or service before making any financial investment. Now, more than ever, it’s crucial to be there for them consistently and earlier in the season.

In this recent Think with Google article, they break down the four different types of holiday shoppers – Evergreen, Early Bird, Deal Seeker and Last-Minute – and provide insights into how they shop. We’ve gone one step further to suggest ways to market to them based upon those habits and give you the best chance to connect with them during the holiday season.

Here’s how to make the most of the most wonderful time of the year.

THE EVERGREEN SHOPPER

  • Who: Making up the largest portion of holiday consumers, the Evergreen Shopper is likely a Baby Boomer seeking convenience, simplicity and exemplary customer service. This audience generally offers brands more loyalty when compared with other holiday shopper groups.
  • When: Late October through January 1
  • Where: The Evergreen Shopper typically conducts their research online, including on social media and video sharing platforms, but makes their purchases in-store.
  • How: To ensure you’re meeting the Evergreen Shopper’s needs, consider really playing up your customer service. Things like 24/7 call centers, in-store pick ups and no-hassle returns can really go far with this group. Because they’re receptive to both online and offline research and shopping, consider incorporating direct mail pieces like web keys, which can link both in a seamless way.

THE EARLY BIRD

  • Who: making up slightly more than a quarter of total holiday consumers, the Early Bird Shopper is also likely a Baby Boomer who strategically plans ahead, hoping to avoid the holiday rush.
  • When: October (or earlier) through November 26
  • Where: About 40 percent of the Early Bird’s time spent shopping for the holidays is spent online. However, about 65 percent make their holiday purchases in-store.
  • How: To get the attention of Early Bird Shoppers, it’s essential to develop an omnichannel solution that’s both engaging and valuable. Consider incorporating QR codes, web keys and video brochures into your holiday marketing campaigns. But, above all, keep your messaging consistent and send it early.

THE DEAL SEEKER

  • Who: The Deal Seekers make up the smallest group of holiday shoppers. These are mostly Millennials and a small percentage of Gen Xers who are searching for the steepest discounts and during days like Black Friday and Cyber Monday. They are likely shopping for partners, children (their own or their friends’) and aging relatives who live within their households.
  • When: November 23-26
  • Where: This digital savvy group of holiday shoppers conducts online research across a variety of websites and rely heavily on social media influencers’ recommendations. Deal Seekers actively look for real consumers offering their authentic opinions on products.
  • How: With 82 percent of Deal Seekers admitting that word-of-mouth recommendations greatly influence their purchasing decisions, it’s crucial to incorporate testimonials and/ or social media influencers into your holiday marketing campaigns. Another way to take advantage of Deal Seekers’ shopping behavior is to turn them into brand advocates through shareable elements in and out of a brick-and-mortar store. Incorporate virtual reality, digital signage or pop ups to create experiences this group of holiday shoppers will want to share online and with their friends.

THE LAST-MINUTE SHOPPER

  • Who: The Last-Minute Shopper group is equally split between Millennials and Gen Xers. Like the Deal Seekers, these procrastinators actively seek out comparison sites to ensure they receive the best value for their money, but are willing to splurge on items they view as worth the cost. They procrastinate because they have decision paralysis, are too busy or are unsure of where to buy certain products.
  • When: December 21-25
  • Where: Nearly 70 percent of Last-Minute Shoppers purchase their holiday gifts in store.
  • How: More than half of Last-Minute Shoppers indicated an openness to multiple retailers or an uncertainty regarding where to buy products. This creates an opportunity for brands to position themselves as industry experts. Blog posts, a solid SEO strategy, social media buzz and consistent online and offline marketing will help position your business as a knowledgeable leader in your industry and help you rank higher in search rankings, keeping you top-of-mind.

Ready to get started on your holiday campaign? We have a few tricks up our sleeves that will help you stand out from the pack and keep you top of mind, no matter what kind of holiday shopper you’re after. Let’s chat.

Study: 64% of Marketers Say Direct Mail is their Highest Performing Channel

With new technologies being created every day, is direct mail still relevant?

According to a recent study by Lob and Comperemedia, without a doubt. The study, which includes data gleaned from more than 200 marketing industry leaders, concludes that marketers view direct mail as their strongest performing channel and actually plan to increase the amount of mail they distribute in the future.

“These results validate a lot of what we hear from our customers,” said Leore Avidar, CEO and co-founder of Lob in a press release. “Marketers know that direct mail is an effective channel, and they want to utilize technologies that allow them to fully integrate it with other touch points in their customer campaigns. As email unsubscribe rates skyrocket, marketers are looking for similar tools to replicate traditional digital strategies with physical mail. Our customers see impressive results when they deeply personalize direct mail for re-marketing or customer retention.”

There’s this belief out there that direct mail is “old school” marketing, which is why some question its relevance and effectiveness.

However, even with its reputation, 64% of respondents said direct mail delivers the highest response rate of any marketing channel they use (5% or greater compared with an average email response rate of less than 1 percent) and 60% indicated that direct mail provides the highest ROI of any of the channels they currently use.

In a nutshell:

  • Direct mail remains an effective channel for marketers across all types of campaigns. A majority of respondents indicated that it is currently their highest performing channel.
  • Customer acquisition is no longer the primary use case for direct mail marketing. Direct mail volume is now spread relatively evenly across the customer life-cycle.
  • Technology has a growing influence on direct mail. Companies are increasingly using software platforms to manage and execute their campaigns, and many expect to see a closer integration between their offline and online campaigns

To read the full survey results, see the report here.

The Value of Direct Mail in the Digital Age

As newer technologies like Artificial Intelligence (AI), Virtual Reality (VR), chatbots and voice recognition software increasingly enter our everyday, today’s hyper-connected marketing landscape begs one important question: is there still a place for direct mail?

In a word, yes.

Direct mail has come a long way since the catalogs and postcards of yore. Today’s direct mail, as seen by Structural Graphics’ customer spotlights, can be dimensional, incorporate technology and video alongside print, and successfully engage your target audience.

However, it’s important to remember that direct mail should be one part of a larger, integrated overall marketing strategy, as consumers prove again and again that they interact with a variety of media formats when it’s most convenient for them. Even in this digital-first age, it’s important to take a holistic approach when it comes to developing marketing campaigns and root them in success metrics.

Here are three reasons to keep print top-of-mind:

It drives ROI. Although many may think direct mail is a tool of the past, consumers are actually often reading, and more importantly reacting, to the mail sent to them more than they are email. According to a recent response rate report by the Direct Marketing Association (DMA), direct mail achieves a 5.1 percent response rate compared to 0.6 percent for email, 0.6 percent for paid search, 0.2 percent for online display and 0.4 percent for social media.

It goes straight to the source. Sending marketing materials straight to a consumer’s mailbox is perhaps the most direct path to communicate a brand’s message. Although digital platforms like paid ads and social media provide marketers with a unique opportunity to reach their target audience at any time, print remains a critical means to reach them at home and tailor each piece accordingly. In fact, tech-savvy consumers aged 18-21 years old had a direct mail response rate of 12.4 percent, according to the Association of National Advertisers (ANA).

It integrates seamlessly with digital. 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, it has the capability to not only gain consumers’ attention, but also to hold it. Consider this: 76% of companies who have used videos in the past year report a direct business impact (AdWeek) and 90% of customers report that product videos help them make purchasing decisions (HubSpot).

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. Video is highly visual and auditory, which means it’s easier for many 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.

5 Marketing Trends & How They Impact the Health Industry

When it comes to healthcare, unlike other industries, many companies are notoriously hesitant to jump on marketing trends, instead, choosing to rely on what’s been effective in the past. But as the healthcare sector evolves, marketers who analyze the trends and prepare for the future have the best chances of setting up their companies for success.

Below are a few marketing trends sure to impact the healthcare industry in Q3 + Q4 of 2019:

  1. Advertising is getting increasingly intelligent.Virtual reality. Native advertising. NFC. Promoted posts. With the wealth of data at our fingertips, targeting specific groups of people – whether it’s by age range, annual salary or shopping preferences – has never been easier for a marketer. With new technologies and a little creative thought, you can use precision targeting to put hyper-relevant content in front of key individuals like the head of supply for a pharmacy chain or a physician at a local hospital. Be sure to use relevant content aimed at how your company, service or product can help them solve or deal with a specific problem you know they have.
  2. We’re relying on the thoughts and feelings of others. Okay, so maybe this isn’t exactly revolutionary since we’ve been relying on online recommendations, Yelp and TripAdvisor reviews for years. However, what makes this worth paying attention to now is that these online reviewers, now called influencers, are representing brands and marketing their products and services to tens or hundreds of thousands of highly engaged consumers.  Partnering with these influencers often gives companies unparalleled access to groups of people they wouldn’t normally have an opportunity to target. Another benefit? These influencers are often conceptualizing and creating the content, then reporting on ROI.   
  3. Video is king. Maybe you’ve noticed; video is taking over the world. From YouTube and Instagram Live to Netflix sweeping last year’s Emmy awards with a record-breaking 112 nominations, it’s clear that video is a mechanism to reach your target audience directly. Not only is it highly sensory, but, when combined with a high-impact printed format, the results are even more effective. Video in Print is a force to be reckoned with. 
  4. Online and offline worlds: you can’t have one without the other.Roughly three quarters of Americans currently own smartphones, according to a 2017 study by the Pew Research Center. They don’t predict this will be slowing down anytime soon. As a marketer, it’s becoming increasingly important to build more integrated customer experiences that can bridge the virtual and physical worlds in a way that fits buyers’ lifestyles and captures their attention. Try our SleekPeeks® Virtual Reality Viewers or NFC technology, for example.

Pharma Marketing Challenges? SG Has Your Solution.

In a highly regulated industry like health care, it’s common for pharmaceutical companies to skimp on their marketing efforts due to things like the complexity of the message they’re trying to send, lack of creativity within the marketplace, or absence of engaging displays.

At Structural Graphics, we understand the key challenges faced by the pharmaceutical industry and have been providing creative marketing solutions to companies operating within this space for more than four decades. Our interactive formats visually deliver your messaging to HCPs and patients through effective education, promotion, detail and welcome kit designs.

Here are just a few examples of how Structural Graphics can help solve your Pharmaceutical Marketing challenges:

Challenge: Developing educational marketing collateral that’s both effective and convenient, and can incorporate video.

SG Solution: Among our favorite designs are our customizable Video in Print Brochures. For an industry that thrives on demonstrations, education and creating a welcoming environment, these can be used as sales aids for detail representatives or product demonstrations for new patients.

Challenge: As early adopters of new technology, there’s a disconnect with our marketing.

SG Solution: Incorporating technology into your marketing campaigns is also a great solution for physicians and other healthcare providers. In a profession which requires people to continually update their ways of doing business more efficiently and effectively, we’ve seen that NFC tags, QR codes, lights, sound, and web keys provide more value to those in the pharmaceutical industry and capture attention where it’s needed most.

Challenge: Breaking down complex information into an easily digestible format.

SG Solution: Using dimension, movement and creativity, our designs can be used strategically to reduce complex information into easy-to-digest segments. For instance, our patented Flapper design allows brands and agencies to guide recipients through their messaging via four distinct panels. The panels fold in on themselves, resulting in an engaging, yet effective, direct mail piece that can’t be put down.

See our full Pharmaceutical Marketing offering here.

5 Video Marketing Trends You Should Be Paying Attention To

Regardless of how you use it, video has become the most popular type of digital content used by people the world over. As such, it’s also a supremely effective communication tool for business, allowing advertisers, marketers, and sales teams to share everything from testimonials, product demonstrations, educational messages, reviews, and more with a target audience.

The research is clear.

According to a report from HubSpot Research, 54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) or social image content (41%). Additionally, the report states that video is the most memorable content (43%) in comparison to images (36%) and text (18%).

But between customers’ varied preferences and the ever-evolving digital landscape, it can be difficult to know where to start. To help you out, we’ve outlined five video trends worth paying attention to, and how they can be used in your own marketing efforts.

Trend 1: Video First. “Video First” is a term coined by Facebook in reference to a growing phenomenon: consumers not only want to consume video, but also produce it. As today’s consumers look to express themselves, video makes it easier to provide a holistic view of ourselves, our lives, and the items we love.

Pro Tip: When developing your marketing campaigns, consider it from the lens of this “video first” mentality and get closer to your audience than ever before.

Trend 2: Live Video. Maybe you’ve heard of them: Facebook Live, YouTube Live, Instagram Stories, Periscope. Nowadays there are so many opportunities for live video, whether it’s based upon turnaround time, platform, or something else entirely. Live video, unlike pre-recorded content, draws people in nearly three times longer, according to the same HubSpot study. And brands have noticed.

Pro Tip: Look for the platforms that your target audience is using the most and experiment with live streaming. Perhaps it’s a Q&A session where you can interact in real-time with your customers or maybe it’s a simple look at a day in the life at your company. Whatever topic you choose, make it engaging – this is an opportunity to make your customers feel like they’re truly a part of your brand.

Trend 3: Cost Reduction. With so many high-quality tools at your fingertips, producing video is easier and more cost friendly than ever. At Structural Graphics, we offer custom Video in Print Brochures that marry the tactile feeling of print with the sights and sounds of video.

Pro Tip: With a smartphone, microphone and solid game plan, you’re sure to win the hearts and minds of your audience.

Trend 4: Virtual Reality. You know that cliche about walking in a man’s shoes? Well, with virtual reality, you actually can. Global revenue for this market is expected to reach $3.7 billion by 2020, according to SuperData Games and Interactive Media Intelligence.

Pro Tip: Get ahead of your competitors with our SleekPeeks®, customized virtual reality viewers that assemble in seconds and don’t break the bank.

Trend 5: 360-Degree Video. It’s exactly what it sounds like: a video that offers multidimensional perspectives of places like a room, landscape, or event. Implementing 360-degree video into your marketing efforts offers a customized experience for viewers, literally allowing them to fully emerge themselves in an experience.

Pro Tip: Start small. Think Google 360 View or Facebook’s relatively new functionality that allows users to pan or tilt a panoramic image that’s posted to its platform. Not to mention, 360-degree video content works great with our SleekPeeks® Virtual Reality Viewers! 

Looking to Take Advantage of USPS’ 2019 Promotions? Here’s How.

Earlier in the year, the U.S. Postal Service re-introduced the first of six new promotions on direct mail for business. Although these promotions could provide substantial discounts on postage for businesses looking to send direct mail, meeting the requirements will entail some work. Here, we’ve broken down two of the six promotions the USPS is offering in 2019.

  1. The Tactile, Sensory and Interactive (TSI) promotion is for mailers who enhance their customers’ experience through direct mail via the use of advanced print innovations in paper, specialty inks and interactive elements like pop-ups or folds. Mailers can register for this promotion through July 31, 2019 upon which they’ll be eligible for an upfront two percent postage discount during the promotional period on qualified marketing mail, non-profit letters and flats.
  2. The USPS’ second promotion, for Emerging and Advanced Technology, encourages mailers to incorporate emerging technologies like Augmented Reality (AR), Near Field Communications (NFC), Virtual Reality (VR), and Video In Print into their direct mail pieces. The idea here is to make the physical direct mail piece more effective by incorporating it into a cohesive and multi-channel campaign. Registration is open through August 31, 2019 and the promotion runs from March 1 through August 31. Like the TSI promotion, the Emerging and Advanced Technology promotion gives an upfront two percent postage discount at the time of mailing. 

For more information and guidance on how to create a campaign that meets the USPS requirements, click here.

How to Drive Increased Marketing Results with Video in Print Advertising

You’ve heard it from us before: Video in Print delivers a powerful multi-sensory experience. Because Video in Print Advertising combines the added context and tactile engagement of print with the compelling motion and sound of video, it’s no wonder more and more marketers are using it to sell products and build trust with their customer base.

After all, as Seth Godin once said, “Marketing is no longer about the stuff that you make, but the stories you tell.” So, why not make sure you’re telling the right one?

Consider these stats:

The top three most effective types of video content are: customer testimonials (51%); tutorial videos (50%) and demonstration videos (49%).Curata
Consider this a cheat sheet. Though video storytelling can be done in many ways, it’s important to be creative and allow your community of viewers, clients and potential customers to be a part of your brand’s story. Instead of giving them what you think they want, create video content that you know they will enjoy while still remaining true to your company and its values.

Companies who have integrated video into their marketing efforts enjoy 41% more web traffic from search than non-video users.SmallBizTrends
It’s not enough to create a video and post it to the web or include it in a Video in Print brochure. You have to nurture it. In marketing, where it’s historically difficult to track the success of campaigns, why not lead your audience to a specific landing page or encourage a clear call-to-action? Prioritize metadata, make sure to include appropriate tags and create enticing titles, too. Now, that’s a recipe for success.

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it via text.Wirebuzz
We all know two things are generally better than one. But how about three? With Video in Print brochures, you’re engaging people’s sense of sight as well as their sense of touch and sound, giving them multiple touch-points and ways to engage with your brand.

90% of decision-makers say that product videos are helpful when deciding to purchase a product.Hubspot
Aside from reading reviews from other users on a specific company or product you’re looking to buy, people typically search for a related video. As consumers, people are interested in how a product works, how it looks or how it will make their lives easier.

5% of viewers will stop watching a video after 1 minute and 60% will stop watching after 2.Video Guru
The golden rule in video marketing: short and simple seals the deal (just don’t forget the Call to Action).

Clearly, using video has become a staple in marketing tactics. And, when it’s paired with a high-impact printed direct mail piece, it has double the impact. But, wait, what’s that? You aren’t implementing video yet? You want to expand the reach of your current video marketing efforts? Click here to get in touch.

In the meantime, take a look at our Video in Print offering on Structural Graphics and download our online ordering division, Red Paper Plane’s full Video in Print Catalog. With Video and Print combined, the possibilities are endless!

Let’s Get ‘Phygital’

Print and digital. Digital and print.

These two forms of marketing, once separate, are now (combined) the key to what could be a powerful integrated marketing strategy, especially as postal rates and paper costs continue to drive up companies’ budgets. While it’s instinctive that organizations looking to slash operational spend decrease print and postage costs, print is still preferred by 60 percent of customers.

How do you find perfect harmony between managing rising print and mail costs while still maintaining an excellent experience for the consumer?

The answer, according to Matt Swain from Broadridge, is choice.

He posits in this article that organizations are “in a position to create a more strategic alignment between their print and digital communications” by going “phygital” – combining print with digital.

 

As businesses look more favorably at incorporating integrated marketing campaigns into their strategic plans, many are redesigning their print communications in order for them to complement their digital counterparts. Part of this move includes bridging the gap with technology.

QR, AR, VR and more allow businesses to introduce themselves and their products in a “paperless” way. We’re seeing these technologies drive customer engagement and strengthen customer-business relationships. Plus, the use of this technology may qualify your business for an upfront 2 percent USPS postage promotion discount that is in effect for 2019. Not to mention, combined with a high-impact dimensional printed format, the engagement level of each marketing campaign which includes these technologies increases.

Structural Graphics & Sister Company, The Lift Factor, Take Home Top GDUSA Awards

Who designed the most innovative packaging of 2018? Graphic Design USA, the leading B2B resource for graphic design professionals, answered that question this month with the announcement of the winners of the 2019 GDUSA American Package Design Awards.

More than 1,000 marketers, designers and printers were challenged as never before to promote their brand in a way that would forge an emotional link with their customers. Out of those entrants, Structural Graphics took home two accolades: winner in the Luxury Packaging Category for Creata Kellogg’s Jurassic World Promotional Video Box and winner in the Food and Beverage Category for the GSD&M Popeyes Emotional Support Chicken Box.

Structural Graphics’ insurance marketing sister company, The Lift Factor, is also a winner in the Luxury Packaging Category for the Brighthouse Planter Mailer.