Category: Webkeys / QR Codes

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.

How to Link Dimensional Print to Online Views

Have you ever wondered how many people are actually seeing your marketing pieces? Do you have a call to action, but can’t track it back to your direct mail campaign?

We have just the piece for you.

It’s called a Web Key and its ability to link dimensional print to your digital presence is revolutionary for brands, marketers and agencies who are looking to not only to convert, but to provide more concrete metrics for their teams.

Here’s how the Web Key works:

First, you’ll need to decide on the landing page you’d like to drive recipients to. This could be the homepage of your website, digital document, webinar or a custom URL you’ve developed for your campaign. The only requirement is that it’s live.

The next decision is what format you’d like the Web Key embedded in. At Structural Graphics, we’ve been working with Web Keys for years and have seen clients use them in brochures, magazine inserts, event promotion, well boxes and so much more.

From there, we will link the die cut Web Key device with your unique landing page and send it to you for distribution. Plus, we’ll provide you with campaign analytics to help you learn who is visiting, for how long, and what they are interested in. Not to mention, when combined with a high-impact printed format, Web Keys are even more effective!

What’s NFC and How Can I Use it in My Marketing?

Image courtesy of The Verge.

So, what exactly is NFC?

NFC stands for Near Field Communication, a short range wireless RFID (Radio Frequency Identification) communication technology which allows two devices to communicate and share information with one another once they are within a certain range. What’s especially cool about NFC technology is that there’s no need to download or launch an application to use it – bringing the NFC-equipped devices near one another automatically triggers the action.

But isn’t that a QR code?

The short answer? Not exactly.

Though QR codes and NFC can both be used to transfer data and link content wirelessly, there are some key factors that differentiate one from the other. Here’s an infographic from www.unitag.io which illustrates how you can tell them apart.

Infographic courtesy of www.unitag.io.

Then how does this apply to my marketing?

To unleash the full potential of what NFC technology has to offer, we’ve compiled a few simple ideas and benefits to using it in your future marketing campaigns.

  1. It works everywhere. That bus station in the middle of nowhere? NFC works there. How about that national park with spotty cell service? Yup, there, too. What’s truly remarkable about NFC technology is that it’s usable in environments where Bluetooth or service is of limited use.
  2. It allows you to tell a bigger story. Does your business’ product or service have more to it than can fit on an ad or shelf-talker? NFC might just be for you. A simple NFC tag embedded in a shelf-talker, POS display or packaging can deliver additional information – such as free recipes, loyalty discounts, video demonstrations or educational material – that can provide more context for customers and motivate them to act. 
  3. It takes the online offline (and vice versa). 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.
  4. It helps create tailored offerings for customers. As marketers, we all know that the most valuable currency we have is data. The more we know about the preferences, geography, income and purchasing habits of each target customer, the better we can reach them at the right time in the right place with the right offer. With NFC, a direct connection is initiated between individuals and marketers. As a result, we’re able to learn more about them and develop tailored offerings they value. 
  5. It hands the power over to consumers, but not entirely. It’s been said that the average American sees or hears more than 4,000 ads per day. In a world where each one of us is bombarded with unsolicited advertising, NFC technology gives users greater control over their interactions.

Interested to learn more about NFC? Visit our Print and NFC page on the Structural Graphics website to see examples of NFC campaigns our clients have created.

Contact us for more information on the technology, how we’ve implemented it and what we can do using NFC to help your business. The possibilities are endless.

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.

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.

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.

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.

Want to Better Track Your Direct Mail’s ROI? Here’s How.

There’s no denying it.

We’re living and working in an information revolution. Here, content is king and, as marketers, advertisers, PR professionals, and brand managers, if we can’t get the attention of our target audience immediately (often through social media or websites) it’s time for a new plan.

But in our constant pursuit of clicks, likes and retweets, successful marketers must look past relying solely on digital content to deliver their messaging. Instead, this “revolution” creates an opportunity to develop fully-integrated campaigns that blend print and digital.

This is why the web key is becoming a powerful marketing tool.

Web keys are unique in that they link both physical print and digital media. Aside from their size, which marketers can integrate into brochures, mailings or handouts, these small, palm-sized (or smaller) tools allow you to track who is actually interacting with your marketing.

NetApp used the above pop-up cube to deliver information about its Flash FAS product. The bellyband, which held the cube in place, featured an embedded paper web key that users could insert into their flash drive to learn more about the product and to receive a demo.

So, how do they work?

Similar to a USB flash drive, a web key plugs into the USB port of a computer and is able to direct users to a specific landing page or company website, where you have the best chance of turning a prospect into a customer. Web keys are also incredibly cost-effective because they’re already built into your marketing. Plus, at Structural Graphics, we’ll provide you with campaign analytics to help you learn who is visiting your site, for how long and what they’re interested in.

Nationwide Insurance used the above pie box mailer to deliver information about CareMatters, its long-term care product, to agents nationwide. 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.

In today’s digital space, there are so many messages competing with yours. Contact us to make sure yours isn’t getting lost.

Why Integrating Direct Mail with Digital Targeting Will Get You Noticed

At Structural Graphics we are the leaders of the dimensional print marketing industry, and we have been for over 40 years. We are constantly re-defining what print can be by providing our clients with attention-getting solutions that stop people in their tracks. Our formats are engaging on their own, but by adding a digital element such as a Web Key, Video in Print, Virtual Reality, NFC tag, or QR code the piece becomes even more effective.

Check out the following article from CBT Automotive Network, Integrating Direct Mail with Digital Targeting, to learn 5 tips on how to incorporate technology in print in your current marketing efforts.