Category: Audio / Video Marketing

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.

Think Outside the (In)Box: 5 Print Trends to Take Advantage Of

Where did January go?

As we continue to execute our 2019 marketing promotions and campaigns, there is no better time to revisit (and rethink!) your business’ print communications. Is your collateral giving people what they want? Does your team have clear priorities spelled out from the beginning?

If you answered “no” to either of these questions, keep reading for some tips on how you can ensure your brand communications aren’t missing any opportunities for business.

  1. Plan, plan plan. Is your warehouse overflowing with inventory? Or maybe you’re nervous to try dimensional print because of the barriers to entry? It helps to have a clear plan. By starting with the end in mind, you’ll be able to print only what your team needs, thus reducing inventory, waste and long-term costs.
  2. Get physical. Provide your customers with an immersive and interactive experience when they open your direct mail piece, invitation or campus flyer. More and more, the printing industry is getting increasingly creative with everything from packaging techniques to Virtual Reality. Cut through the noise of overflowing inboxes and standard postcard mailers to not only capture your customers’ attention, but their hearts, too. 
  3. Don’t ignore the double dippers. These are the folks who receive both paper and digital communications. Statistically, many of these consumers are younger and, though they’re the most likely to go paperless eventually, are still open to the idea of receiving hard copies and snail mail. Take advantage of this market.
  4. Convenience is key. According to a poll by Keypoint Intelligence-Info Trends, customers said the best way for marketers to improve their print communications is to make them easier to understand. Instead of worrying about providing customers with every detail about your business, consider streamlining your marketing and focusing on one single “story” per piece. Not only does this cut out unnecessary detail, but it also makes your marketing easier to digest. Oh, and please, please remember to include a clear call to action.
  5. Prioritize, then execute. Perhaps a complete overhaul of your marketing strategy is in order, or maybe it just needs a fresh pair of eyes. Whatever the case, re-positioning your brand strategy allows businesses to start from scratch and execute on your priorities. How do you want customers to feel when they see your marketing communications? What action should they take after receiving it? These are all great questions to ask yourself and your team (if you’re not doing so already). They’ll encourage you to set clear goals for the year and inspire more detailed, thoughtful game plans to achieve them.

4 Things Innovative Marketers Will Do In 2019

You know it and we know it: Print is not dead. In fact, it’s more alive than ever before.

Not only can print help with building brand trust, but if done right, it can also help a brand reach a wider audience when part of a holistic marketing strategy.

So what’s a marketer to do?

To help you out, we’ve compiled four tips to run with in the year ahead.

  1. Let History Be Your Guide. Remember that holistic marketing strategy we mentioned above? It can prove to be invaluable, especially when you’re trying to create your next print ad or campaign. Comb through your brand’s social media analytics to see your best performing posts. Do you see any patterns? Find that common thread and use it to inform your print work.
  2. Take Note. So, you’ve purchased ad space in the perfect publication, but now the only question is how to make your ad stand out. Take a look at the magazine or newspaper, itself: Does it feature mostly text? Bold colors and little negative space? Whatever it is, try to deviate from that path to ensure you’ll stand out. Just make sure you don’t deviate from your other print and digital campaigns – you still want customers to recognize you.
  3. Don’t Give Away The Whole Story. Otherwise, what’s the point? When you’re developing a print campaign, it’s important that each piece thoughtfully tells a piece of the story you want to tell. The idea is to take customers on a journey with a clear call-to-action at the end. Tease and hook your audience. Don’t let too much out of the bag at once.
  4. Embrace Technology. Take some inspiration from Departures or InStyle, publications which both featured magazine ads that included ground-breaking technologies. From a pulse reader for Toyota to an expertly choreographed lighting experience for Audi, the marriage of traditional and modern media successfully created a multi-sensory experience that captured prospects’ attention.

Entering 2019: Our Marketing Predictions for the Year Ahead

In the lead up to the New Year, we put our heads together to share our vision for the year ahead. Here are a few trends we think will be shaping our marketing in 2019.

Video Marketing

Let’s face it: humans are visual creatures. Colors, graphics, movement and story lines capture our attention, especially when it comes to marketing. Take Facebook, for example. With the unveiling of their new Facebook Portal, we’re seeing commercials and ads that showcase the product as a small, but essential, character in people’s lives. And it isn’t the only one. Brands like HP, Google, Airbnb, Nike and Everlane, to name a few, have all jumped on the bandwagon that is authentic video storytelling.

But video creation is no longer only for brands with big budgets. Any good marketing campaign should be designed to trigger an emotional response, and video has consistently proven itself as an effective way to do this. According to this report by Cisco, video will make up more than 85% of all consumer internet traffic in the USA by 2020. What’s more, video marketing has zero signs of slowing down.

So what’s a brand to do? Whether you’re just getting started with video marketing or you want to up your video marketing’s “wow factor”, give our Video-in-Print Brochure a try.

The Netflix Effect

OK, so this may not be a real thing (yet), but what we’ve dubbed “The Netflix Effect” will continue to inform content and brand marketing into 2019. Four parts. Ten episodes. What’s working for streaming services like Netflix, Amazon and Hulu will work just as effectively for branded content if done right.

Strategically planning out and delivering your brand’s story in a way that plays to consumers’ interests and attention spans isn’t just great for them, it’s great for your company’s bottom line. To do this, leverage micro-targeting and new content delivery platforms and technologies.

Artificial Intelligence

Content will be more and more automated. Text aside, brands like Sephora, Starbucks and Apple are already automating their marketing using mapping, facial recognition and chatbots to aide in handling customer service interactions. As consumers crave increasingly more personalized and contextual messaging from the brands, publications and companies they support, this trend will continue to extend beyond marketing into automated news reporting, customer service, business intelligence, etc.

Engaging Audiences

We’ve really loved to see the evolution of how brands are engaging with their audiences. From Audi to the US Postal Service, virtual reality and augmented reality have proven themselves as important tools that bridge traditional print with evolving forms of media and technology. They’re so effective, in part, because of their immersive qualities – AR and VR have a unique ability to involve consumers in brand’s storytelling, creating a faster (and often stronger) sense of connection between the two.

Merging Old School + New School

Believe it or not, what’s tried and true are staples for a reason. That’s why direct mail still has value.

Here’s the thing: everyone likes getting mail. That is, when it’s personalized, unique, relevant and valuable to the recipient (not a bill…). With all of the technological advancements in automation and digital marketing, direct mail has actually proven to be more valuable if done right. In fact, response rates for direct mailers have risen to as high as 5%, more than four times that of digital.

So, don’t shy away from old school marketing like postcards, brochures and catalogs. Rather, use these formats (if they work for your brand) in an intentional way that is both relevant and valuable to the recipient. Use data to inform your content and think outside the box when it comes to choosing a design.

Don’t know where to start? We recommend taking a look at our Flapper, Pop Up Cube and Extendo.

Give Your Brand the Edge with Dimensional Print

Imagine for a second: You open up a seemingly ordinary envelope and a 3D cube pops out at you. Or a video, housed in a paper brochure, begins playing at the touch of a button. How about a printed paper jukebox that actually plays music.

These are just a few of the things we do at Structural Graphics that re-define print.

Dimensional print is a unique and effective way to tell your brand’s story by capitalizing on marketing that surprises and delights. Pull a tab and things move. Open a direct mail piece and have it pop out at you.

Three Reasons to Consider Dimensional Mail:

Appeal: The magic of dimensional mail lies in its uniqueness. Not only will your intended recipient open it, but in most cases, he or she will likely pass it along to friends, family and colleagues, who can also share in on the excitement.

Response: Dimensional mail has proven to be about three times more effective than traditional flat print. In fact, our direct mail designs break through the clutter and deliver average response rates of 8.5%.

Longevity: In many cases, dimensional mail pieces are kept to be used over and over again. For instance, Montana’s Fish, Wildlife & Parks recently designed a Pop-up Pen Holder for staff members that showcased the agency’s four guiding principles. Because of the unique functionality of the piece, many have elected to keep it on their desks, thus keeping the brand top of mind each time they see it.

Structural Graphics introduced the world to dimensional print marketing in 1976 and has been leading the charge ever since. And as the world changes, our capabilities and service offerings continue to evolve.

For over four decades, we’ve helped market many of the most influential brands. And we’ve done this by delivering attention-getting solutions that stop people in their tracks.