Category: Direct Mail Marketing

How Does Print Marketing Affect the Brain?

Did you know that our brains process physical and digital media very differently?

According to this study commissioned by the USPS in 2015, physical content seems to leave a longer lasting impression than digital ones. While the average consumer processes digital ad content faster, we spend more time with physical ads, remembering them longer and showing stronger emotional responses to them.

“Physical ads, though slower to get one’s attention at first exposure, leave a longer lasting impact for easy recall when making a purchase decision. Most importantly, physical ads triggered activity in the area of the brain (ventral striatum) that is responsible for value and desirability for featured products, which can signal a greater intent to purchase.”

Then there’s the notion of tactile content for the development of psychological ownership, a state of mind that leads people to value objects they physically handle more highly than those they haven’t touched. Physically holding and manipulating a piece of print content has some of the same positive psychological effects as experiential and in-person marketing initiatives.

For marketers, these findings have practical implications.

“From a marketer’s perspective, it’s essential to always view your position to the customer as extending beyond immediate transactional value and establish a complex set of relationship-based connections that will drive future growth.” – Nicola Brown, Skyword.com

This information can help companies of all sizes and across all industries optimize their advertising dollars, especially small businesses which are often faced with limited marketing budgets. For those consumers who are short on time, the digital format captures attention longer. However, if the goal is to have a longer lasting impact and easy recollection, print is the way to go. It also seems to increase our sense of trust and level of understanding and enjoyment.

Independent research company Toluna found that US consumers of all ages believe print content is more trustworthy than digital, with 59% of survey responders not trusting advertisements they view online. 71% of people surveyed stated they “don’t pay attention to advertisements online”, while 63% read the direct mail sent to their homes at least once a week. Direct mail is certainly seeing a resurgence in Marketing, and consumers have shown that it is here to stay.

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.

Can Seasons Affect Your Business’ Direct Mail Responses? We Think So.

Here in New England, we eat, sleep and do business based on the seasons. But many marketers, specifically those who utilize direct mail, tend to focus so much on the whats and whos of their strategy, and lose sight of when to actually send their pieces.

Do you know what time of year is best for your company to send mailings? If you’re in an industry like retail or travel, then maybe. However, if you’re operating in a space like manufacturing, commodity or design, you might not. What’s more, do you know those weeks or months – when your response rates plummet – to avoid?

Here’s an example: Financial planners get the worst response rates during November and December, when many people are spending time with their loved ones to celebrate the holidays. Other days, like Memorial Day, Labor Day and Independence Day are also notoriously low for response rates. January, though, is just the opposite. While individuals are evaluating their finances and planning for the year ahead, the first quarter of the year is generally best for CFPs to remind clients that they’re a valuable resource.

Similarly, the holidays may be a perfect time for retailers to target consumers looking to purchase food, clothing or toys for their families, friends and mailpersons. By mailing at just the right times, we’re able to make the best use out of our direct mail pieces and provide the most valuable to those receiving them.

Experiment with small mailings and compare your business’ response rates over time. In weeks or months, you’ll be able to identify the appropriate cadence for your mailings and be efficient with your advertising budget at the same time!

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.

Holiday Marketing for Procrastinators

The busiest season is now upon us, but somehow it’s almost December and you’ve forgotten to create your holiday greeting card for your clients this year! Don’t sweat it – there’s still time for you to send your clients a Holiday or New Year’s greeting card before 2019.

We’re not lying. With our online ordering division, Red Paper Plane, you can have custom greeting cards on one of Structural Graphics’ bestselling formats in no time, but you need to act fast! Visit redpaperplane.com and add your holiday artwork to one of our easily downloadable templates to create the Holiday or New Year’s greeting card your customers deserve.

Below we’ve compiled a brief list of marketing tips that will help you refine your efforts and ramp up sales during the most wonderful(ly) profitable time of the year (even if you’re  a procrastinator).

  1. Surprise and delight. Instead of hoping customers will receive your marketing and spread the word about your business, why not take it one step further and give them something to talk about in the first place? Consider a paper Gingerbread house that pops up out of its envelope or an Extendo® with your holiday greeting applied that allows you to build on your brand messaging as it extends to triple its size.
  2. Make it easy-to-share. Maybe you can’t guarantee that your holiday marketing campaign will go viral, but you can work to maximize your chances by making it easy to share. Web keys allow you to guide a recipient to a specific landing page, website or PDF with additional information about your product, campaign or service. You can also add social media icons to your print and electronic communications, too.
  3. Add Dimension with an Interactive Format. With over 80 fully customizable downloadable templates on Red Paper Plane, your dimensional holiday greeting card options are endless! Choose from standard formats or our existing holiday designs including the Snowflake Spinner, Pop Up Snowflake, and Snow Scene Holiday Card. Not to mention, we’ve introduced brand-new engaging holiday designs including Birds n’ Branches, the Extendo® Pop Up Cube, as well as the beloved Holiday Globe Greeting Card line. All of these cards mail flat, engage the recipient, and act as great desk-top pieces keeping your brand front and center and top of mind throughout the holiday season and beyond!

Have an idea that’s not mentioned above? Check out our holiday card offering on Red Paper Plane and we’ll see how we can work together to bring your vision to life. The holidays are soon approaching, so make sure you place your holiday greeting card order fast! No need to get caught up in the last-minute holiday stress – we’ve got you covered.

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.

The Hows & Whys of Augmented Reality

What if you could pull the web page you’re currently viewing out from your computer screen and drop it in the air simply by putting on a pair of glasses? At CES 2018 – the world’s largest annual consumer technology show – this (made possible by Magic Leap One), as well as robots, voice assistants and connected cities, were all made entirely possible, leading consumers and analysts to speculate:

Could 2018 be the year of AR?

Augmented reality (AR) has received a lot of hype over the last decade or so. Not only does it allow users to lay visual data over their natural environment, but it allows marketers to create immersive, multi-sensory interactions with the brands they represent.

Throughout 2017, companies like Walmart and Sephora dipped their proverbial toes into the AR and VR pool. For instance, home furnishing giant IKEA released Place, an app that makes it possible for shoppers to see how IKEA furniture might look in their own living spaces prior to purchase. And Ford revealed that its engineers and designers use Microsoft HoloLens to overlay holograms of design concepts over models of vehicles, aiding them in designing cars.

Now, as we move farther into 2018, it seems like AR and VR have continued to gain traction with brands. But why?

Businesses are responding to disruption.

Have you ever taken an Uber? Stayed at an Airbnb? Or watched a movie on Netflix? Even if you weren’t aware of it at the time, all of these brands are participating in what marketers these days refer to as “disruption”; they’re shaking up the industry.

So, it should be no surprise the AR and VR have taken hold in so many industries. In retail, for example, as brands continue to compete against online marketplaces like Amazon, using VR and AR to train employees, expand the experience of your product and create an emotional connection with your brand have become so important.

Businesses can scale the advantages of AR and VR.

The introduction of inexpensive VR headsets and greater access to AR capabilities has made it possible for brands to deliver the ultimate interactive experience to consumers, allowing them to literally walk a mile in someone else’s shoes – without breaking the bank. Our SleekPeeks, for instance, are fully customizable viewers that ship flat and take seconds to assemble.

Clients have already included them in a magazine as part of their ad, sent them in the mail alongside a promotion and used them as handouts at trade shows.

Development tools are enabling enterprises.

Heard of Apple’s ARKit. How about Facebook-owned Oculus? With so many development tools at our fingertips, it’s becoming easier for brands and, by default, marketers to incorporate AR and VR into their marketing campaigns. Here at Structural Graphics, we’ve developed customized, cost-effective designs for companies like Stryker Diagnostics, USPS and Porsche.

Combine AR and VR technology with one of our high impact designs, and you’ve delivered a larger-than-life brand experience for your customers!

Click here to see our full Virtual Reality offering and click here to read more about our Augmented Reality capabilities.

2018 Trends: Print in a Digital World

Shame on you if you’re still thinking of print as “traditional” marketing!

Beyond the fact that print is not dead, we’re firm believers that paper and ink can be as limitless as your imagination. Nowadays, consumers can access bedtime stories by scanning wallpaper, quit smoking by way of virtual reality and track their heart rate just from touching a magazine ad.

As brands continue to rethink their marketing, it’s important not to count print (or paper) out just yet. For many, it can aid in creating multi-sensory experiences, bringing together craftsmanship, creativity and design in a way that resonates with consumers.

Taking inspiration from the trends mentioned in St. Joseph Communications’ Print in a Digital World 2018 report, we’ve compiled a list of some of the most innovative projects we’ve been a part of to show you just how interesting paper can be.

TREND 1: Art, not ads.

“From smartphones to desktops and tablets to wearables, we cannot escape real-time digital experiences. Real disruption goes beyond swipes and taps. It comes from creating a wider sensory and immersive experience.” – St. Joseph Communications

SONY

Sony chose our Magic Window design for a direct mail campaign. The results? The average time spent with this mailer – 41 minutes. The rate of recall among recipients – 90%. The average time this piece was retained by recipients – 4 months.

VELUX SKYLIGHTS

We worked with full service agency Wray Ward Marketing to promote the commercial use capabilities of their client VELUX Skylights. They wanted to portray that VELUX Skylights was superior to its competition. The design they chose to do this was our table tent video box. The video screen is contained within the box. When you open up the box, the piece stands and locks into place displaying the informational video front and center. The video box also included play/pause and volume controls.

TREND 2: Beyond the page.

“The emergence of new channels and technologies are creating new opportunities for marketers. Virtual reality and augmented reality are bridging the gap between print and digital like never before. Downloadable apps can be easily introduced to campaigns, while more sophisticated brands are integrating these technologies into their own mobile platforms.” – St. Joseph Communications

FOOD LION

Food Lion Grocery Stores used this press kit to deliver information about the new layout and new products offered at its stores. When you open up the press kit, a replica of the new store pops up in the middle of the kit with detailed information on the new layout laid out in the middle. Also upon opening, a sound chip was activated to deliver an auditory announcement of the new stores. Each panel featured colorful imagery and information about the exciting changes of the store, and the right-hand panel also featured additional tabs of information that could be easily pulled out. The locking mechanism on the inside allowed the panels to lock in place making this the perfect comprehensive press kit for Food Lion.

PORSCHE

We designed and produced this custom Virtual Reality Viewer for Porsche. They used it to give consumers an interactive experience with their brand.

 

 

STRYKER DIAGNOSTICS

Stryker Diagnostics, the makers of hip and knee medical devices, chose this V-Pop design as a tradeshow invitation. When you open the invitation, a postcard pops up in the center. The call to action on the postcard was to bring the postcard to the Stryker booth to experience a 3D demonstration of the hip and knee devices. When users held the postcard marker in front of the web cams set up at the Stryker kiosks they were able to view a live 360 degree 3D demonstration of these devices.

TREND 3: Far from traditional.

“Thinking of print as ‘traditional’ is an old way of thinking. Consumers can cook, monitor their own health, and connect physical and digital channels thanks to a printed piece. These are the types of interactions that are meaningful to consumers.” – St. Joseph Communications

TOYOTA

The request was for something that has “never been done before.” With an LCD heart monitor and two completely independent electronic units in one magazine unit, this spectacular for the Toyota Camry certainly meets the criteria.

Incorporating movement, interaction and technology, this first-of-its-kind Camry insert is the latest re-invention of what print can be.

NATIONWIDE INSURANCE

Nationwide Insurance used this pie box mailer to deliver information about CareMatters, its long-term care product, to agents nationwide. The outside of the box pie box featured a partial mylar window that allowed recipients to get a sneak peek inside the box. In this case, a piece of the pie. Inside the box was a double-layered pie made out of paper that delivered different information as you turned the upper layer of the pie. There was also a brochure and a web key inside the box that drove agents to a unique landing page, specific to their agency, where they could learn more about this product. This box was also the winner of a GDUSA American Package Design Award!

GOOGLE

When you’re the most widely used web-based search engine in the world, how do you communicate with your audience in a way that is equally as big? Google chose this puzzle piece mailer to introduce the features of Google Earth Pro, its 3D interactive globe. The pieces of the puzzle were mailed inside the envelope and recipients were asked to connect it all together. The results? A fully dimensional ball featuring the features and benefits of Google Earth Pro.

How to Create Higher Ed. Marketing that Works

Statistics show that high school and college-aged students like direct mail. Our direct mail is dimensional, interactive and engaging. With other colleges and universities soliciting the same top-prospect students that you are, direct mail from Red Paper Plane and Structural Graphics will make sure your message gets noticed and stays top-of-mind.

Here are a few ideas to get you started.

UC Riverside chose this dimensional folder to send out information about its different colleges to accepted students. The piece starts off as a seemingly flat printed folder, but when you open it up, an intricate pop-up immediately rises from the center. Each corner of the piece featured individual mini folders, each containing step-by-step instructions on how to get started with enrollment.

Our flat-cube is one of our most dynamic and exciting designs because of its ability to immediately make an impact with recipients. This one was used by SUNY Adirondack Community College to send information about its college to prospective students. The cube immediately pops up when you remove it from the mail sleeve.

University of Canterbury used our Flapper to recruit students to its school and to promote its Product Design program. They chose the tablet-sized Flapper and displayed their information in a portrait layout. The inside of the colorful Flapper featured bright graphics that represented the key aspects of its product design program.

This clever Extendo mailer went out to prospective MBA students from the Georgia State University J. Mack Robinson College of Business. When you pull on one of the sides, the other sides pops out automatically – revealing a series of business jackets, each detailing one of the 4 MBA programs and 18 specialized master’s programs.

Rutgers School of Business used the Exploding Page design to deliver information about its business program to prospective students. The self-mailer appears to be a standard looking direct mail piece on the outside, but when opened up, it expands to twice its original size. The inside of the mailer contained information about the different programs offered by this prestigious school.

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