Tag Archives: Dimensional Print

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.

Structural Graphics Paper Engineer Designs Spectacular Paper Sculpture By Hand

At Structural Graphics, we are very lucky to have such talented and creative employees among us. One of them being our very own Paper Engineer, Shin Wakabayashi. We have yet to find out what Shin cannot do. Talented beyond his years and experience, Shin amazes us and our clients with an innate ability to enhance whatever he touches. Ambitious and tenacious, Shin doesn’t approach projects as much as he tackles them, working and reworking their solutions into perfection. A disciplined artist with an engineer’s attention to detail, he is a Renaissance man who can draw, paint, sculpt, invent, cut, fold, assemble, design, and render.

Shin recently attended a week-long paper sculpture workshop at the Marc Adams School of Woodworking in North Franklin, Indiana taught by world renowned artist Jeff Nishinaka. At this workshop, Shin began work on a paper sculpture that he created entirely by hand. At the completion of the workshop, Shin then took his paper sculpture home to complete it. The entire design was completed over the course of 1 month, with hours spent working on the sculpture before and after work.

The sculpture was inspired by Shin’s interest in Japanese mythological creatures and the artwork used to represent them. Shin referenced a statue of a Tengu, a Japanese folkloric being, erected in a mountain in Tokyo, Japan for his sculpture. He first begin with a drawing of the statue and then transferred it to paper. He hand-cut, shaped, scored (using rolling methods) and glued the paper pieces on top of each other.

This spectacular paper sculpture is currently on display at the Fisher Gallery at the Farmington Valley Arts Center in Avon, CT, as part of a larger paper arts show. Those in the Connecticut area are able to see it on display, along with works by other talented Paper Engineers, now through August 31st.

To see more of Shin’s spectacular work, follow him on Instagram at:

shinwaka89

papershin

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! 

Cool Startups Love Using Direct Mail. But Why?

When was the last time you had a mailbox full of actual mail?

Us too.

Print magazines and books now have “e” in front of them. People are paying their bills on the Internet. Customers are opting to go paperless and companies have scaled back printing catalogs, opting instead to use their budgets for websites and social media advertising.

Yet there seems to be a print resurgence of sorts among new, digitally-savvy, direct-to-consumer companies. Brands like Casper, Glossier, Quip, Wayfair and HelloFresh have taken to targeting customers in the mail, not just via email.

“The rise of young, digital brands spending money to mail us stuff speaks to the cyclical progress of shopping trends,” says Chavie Lieber in this Vox article. “A decade ago, companies looking to reach customers would often buy email addresses from third parties. They’d do giveaways and, if existing customers handed over their family and friends’ email addresses, they’d offer discounts too.”

But today, it’s a different story.

“[T]he virtual mailbox today looks a whole lot like our parents’ IRL mailboxes back then: A total s*** show,” Lieber continues. “Our inboxes are overflowing with newsletters, real letters, ride-sharing receipts, lunch-sharing receipts, bills, fake bills, breaking news notifications, not-so-breaking news notifications, brand promotions, sales promotions, social media alerts, spam… How do we all stay on top of this?”

The answer: We don’t.

Every day, we’re inundated with hundreds of emails. Add that to the excessive number of ads we’re faced with on social media, TV, radio and the Internet, and it almost makes you want to scream “Uncle!”.

“People our age get hundreds of emails a day, but they only get ten pieces of a mail a day, if that many,” says Pete Christman, the head of acquisition marketing at the shaving company Harry’s, which counts on mailers as part of its marketing. “From a numbers perspective, email is a much noisier environment. you will work yourself to death unless you buy views on TheMarketingHeaven.com and distribute the load. ”

But it’s not just consumers who are feeling the effects of playing in this noisy digital space. Businesses are feeling it, too. Many are finding themselves fishing in a small pond, targeting the same age group, living in the same heavily populated areas with the same general income. In a word, it’s crowded.

This is why direct mail is often a more effective way to capture the attention of new and existing customers. Instead of pouring money into a Facebook or Instagram ad (the price of which increases based on how effectively it’s performing), direct mail pieces not only encourage trust in the brand that sent it, but the customer also retains the information in the mailer longer than if they were to have seen it in an email. Not to mention, when a high-impact printed format is received by a consumer it stands out in an engaging manner, which is more than we can say for the cluttered digital ads still sitting in their inbox or smartphone applications.

3 Simple Ways to Ensure Your Direct Mail Doesn’t Get Tossed

It’s a common scenario: after months of strategizing and laboring over copy or designs, your direct mail piece is ready to be shipped. But when you drop it off at the post office, it can feel like you’re throwing all that hard work into a black hole; from there you have no control over how recipients respond to it, if they respond.

Know the feeling?

Well, it doesn’t have to be this way. Instead of worrying whether your promo code will reach the right people or if the intended recipients will even open your mail piece, use these few simple tricks to make sure your marketing reaches the right people at the right time:

  1. Clean Up Your Mailing List. It doesn’t matter how great your copy is if you’re sending mail to the wrong people or to the wrong address (this goes for email distribution, too). If you’re using an incorrect or outdated mailing list, your mail has limited hope of landing in the mailbox you intended for it to. Instead, start with an accurate, updated distribution list. Perhaps that means scrubbing your current mailing list for duplicates, deleting any addresses that have been marked “return to sender” or removing anyone who hasn’t interacted with your communications in awhile. Whatever you do, ensure that you’re getting your contact information from a reliable source.
    Making sure your list is clean and correct not only guarantees that your mail will be delivered to the people you want it to go to, but it also eliminates the need to overspend on postage, printing, packaging and more.
  2. Pick Your Moment. Now that you’ve updated and scrubbed your mailing list, you have to choose the appropriate time to send your direct mail piece. Does it include a promotion that’s good for a limited time? Is there an urgency or a seasonality to what you’re trying to sell? This blog post goes into more detail on the best times of year to send various marketing pieces and the strategy behind doing so. The idea here is the make sure you’re targeting the right people with your marketing and provide value to them with your mail. 
  3. Capture Their Attention. When it comes to marketing, this is more easily said than done. Once your mail makes it in the hands of your target audience, the next crucial step is to make sure they’ll open it and see what you’re trying to communicate. Dimensional print is a great option for this. The pieces ship flat, but spring to life once they’re opened. A few of our favorite designs are the Flapper®, which constantly unfolds into itself, the Extendo®, which reveals hidden panels that triples the size of your marketing message, our SleekPeeks® Virtual Reality Viewers that showcase immersive experiences for your target audience, and the classic Pop Up Cube that automatically and unexpectedly pops into fully dimensional shape once removed from its envelope. 

5 Reasons Why You Should Be Using Video in Print

In the world of marketing, you’ve probably heard the old standby, “show, don’t tell”. But what if you could do both?

Video in print (VPA) is a powerful marketing tool that allows your brand or business to stand out from the pack. By combining motion, sound, and print into one single piece, you’re effectively creating a multi-sensory experience for the recipient, drawing them in and establishing that initial connection between them and your brand.

Now, that’s a formula for success.

And the benefits don’t just end there. Based on our extensive experience designing and producing unique marketing collateral for brands, we’ve compiled a list of four reasons why you should consider using VPA for your next marketing campaign.

Simply put, it’s an effective tool for communication.  With VPA, not only do you get the tactile enjoyment of print, but you also get the action. This allows you to create a more holistic experience for your customers and prospects because you are able to provide them with a variety of touch points where they can engage with your brand.

VPA is an attention-grabber. Capturing the attention of your audience is one of the most important parts of marketing your products and services. But it’s also one of the most difficult. Many of us are so overwhelmed by the volume of emails we receive, as they only add more to the “digital clutter”. If you want to get your audience’s attention, you’ve got to deliver your information in a way that will engage – sending a printed brochure with an embedded video screen is the sure fire way to do just that!

It pulls at the heartstrings. Fusing video with print opens up more opportunities for your messaging to resonate with your audience and for them to forge a connection with you. The combination of visuals and sound, and copy work together to create a powerhouse emotional experience if done right.

Video is perceived to be more valuable than text alone. It’s no secret that video is often much more labor intensive and expensive to produce. So, when you decide to share a video, your audience is almost guaranteed to notice. Because of this, people will often give you more time, more contact information and even pay more for your product or service.

It’s a clear winner. Think for a moment: What kind of learner are you? For most of us, we’re visual learners and then about a third of the population considers themselves auditory. So, why compromise? VPA can ensure that your brand messaging can resonate with all types of learners because the information is simultaneously delivered verbally and visually. Aside from being exceptionally powerful, this also means there’s less chance they’ll misunderstand or misinterpret your message.

Print marketing already has the proven success to resonate with consumers alike. So, combining a high-impact printed format with a video screen is sure to get the attention  you’re looking for from your target audience.

Visit us online at StructuralGraphics.com to see our Video in Print gallery and to learn more about our formats. In a hurry? We’ve got you covered. Our online ordering division, Red Paper Plane has video in print solutions with a faster turn time of only 7 days. Not to mention, we’re constantly adding new designs as well – so make sure you check out all that we have to offer!

Structural Graphics Featured in Fold of the Week

Check it out!  Structural Graphics’ piece was featured as the 60-second Super-cool Fold of the Week.  Trish Witkowski of Foldfactory showcased our “Simply Cool Swinging Disco Ball Accordion Invitation.”

Structural Graphics designed and produced this disco ball invitation for RedRover Marketing in Tennessee for their client, the Regional One Health Foundation. They used this mailer to invite people to their annual ONE Night Fundraiser. The invitation shipped flat, but the paper die-cut spheres on the cover immediately twirl in succession when you open up the mailer to create the illusion of a dimensional disco ball.

Thanks for the shout-out Trish!

PROJECT SPOTLIGHT: Dish Network Uses Pop-Up Cube As Unique Handout

How does a company stand out at a trade show with a sea of many other vendors to compete with?

Dish Network used the pop-up cube as a unique handout at the CES Show in Las Vegas. They kicked it up a notch by delivering the cube inside a half-sleeve, giving the recipient a sneak peek of what was on the inside. As the cube slides out, it immediately pops into shape delivering information about Dish Network’s award-winning DVR, The Hopper®.  Click here to see it in action!

Are you ready to generate some buzz and awareness for your company?

    

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

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

Like Chrysler did here.

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

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