Tag Archives: marketing

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.

5 Ways to Incorporate Video into Your B2B Marketing

Video is one of the most talked-about subjects in the marketing industry right now, and with good reason. Did you know that videos increase people’s understanding of a product or service by 74%?

Everyone from social media strategists and content creators to businesses and brands are all jumping aboard this trend. Why? They all understand how and why video has become such a popular mechanism to win new business and increase audience loyalty.

But despite its growing relevance, one of the questions we get most is: How do I get started with video marketing? Here, we’ve included a few tips to help make your marketing videos even more effective.

  1. Choose the right files. To ensure the quality of your video and sound are exactly where you want it, we recommend using the following: a) video file format: MP4, WMV, AVI, MOV, (Codec: MPEG-4, Divx, Xvid 720P) b) Audio output: Mono speaker c) Sound level: 75-80 dB
  2. Keep it short. Video is a great vehicle for delivering your message, if it’s done effectively. Keep your videos short (30-60 seconds) and entertaining while still delivering on substance.
  3. Don’t forget the CTA. Perhaps it’s as simple as encouraging viewers to visit your website or call a direct line. Whatever the call to action is, don’t forget it. This will help you track responses and, perhaps more importantly, determine the success of your marketing efforts.
  4. Make your messaging digestible. In addition to keeping your content brief, remember to share your messaging in short, potent bursts. Perhaps this means separating your video into “chapters” or creating a YouTube series to really hit home your product or brand. Allowing viewers to enjoy your content in bite-size pieces ensures your audience will absorb more of the information you’re delivering.
  5. Consider Video-in-Print formats. Here at Structural Graphics, we have produced hundreds of thousands of video units for some of the top Automotive, Pharmaceutical, Financial Services, Manufacturing and Entertainment brands in the world. Check out our VPA Gallery here.

PROJECT SPOTLIGHT: History Channel Sox Box

How many of you watch the History Channel?

We created this History Socks Box for A&E so they could showcase, in their words, “some of their best footage ever” with their ad sales clients. Each quarter, A&E chooses two of their hottest shows to highlight. In this case, it’s Join or Die with Craig Ferguson and Vikings.

This box is the first of its kind for the network and was designed to hold three pairs of socks – two inspired by that quarter’s featured shows and a third made up of spares. The box also includes an insert with show descriptions and scheduled airings.  

Interested in learning more about what went into creating this box? Head on over to our website or email us.

The 5 People You Meet in Marketing

Thanks to Mitch Albom, we’ve already gotten introduced to the five people you meet in Heaven. But for us Earthly beings, who are still very much grounded in the here and now, this collective of people is still very relevant in our everyday lives.

Take marketing, for example. It can often be a mixed bag of personalities, backgrounds and skill sets. Some, you’ll find, have been in the industry for what seems like forever, while others, recent grads or transitioning professionals, are making their first foray into the space.

Below we’ve identified five personalities you’re almost certain to meet in the marketing world.

Which one are you?

THE VISIONARY

Wise. Early adopter. Clairvoyant. Regardless of what you want to call this person, you can always bet there’s going to be one in the group. This person is the one with a Rolodex so thick it puts War & Peace to shame. He seems to know everyone and everything as far as marketing is concerned, and often spins a yarn to prove it.

THE MILLENNIAL

Ah, millennials. This term of endearment usually refers to the youngster, maybe even the newb, in the group. Though these guys are generally new to content marketing (and maybe even the work force altogether), they have a deep passion for learning and are excited to dive in head first. At business meetings, they’ll arrive with notebooks from Rifle Paper Co. or an iPad, and they’re typically vocal about their new ideas. Contrary to popular stereotypes that millennials are the lazy generation, they can actually be a true asset to any company willing to evolve.

THE SOCIAL MEDIA SUPERSTAR

You know the guy: he’s the one who’s always checking his Twitter feed, uses words like “hashtag”, “engagement” and “SEO” in normal conversation, and has probably done a Facebook Live at least once in his life. This is the person who would rather read Google Analytics reports than Gatsby and asks if you’ve seen the latest video trending on YouTube instead of talking politics. This person eats, sleeps and breathes social media, and you better believe you can find him everywhere: Instagram, Facebook, Twitter, Vine, Tumblr, YouTube, Vimeo, Google+, Pinterest, Reddit, Snapchat. This list goes on.

THE PICASSO

Maybe she’s a designer who whips up brilliant infographics in an afternoon or comes up with fresh ideas for a native advertising campaign. This is the person for whom a lunchtime stroll can turn into a chance to ideate on the latest client project. She may be a bit flighty, but she always comes to meetings brimming with ideas. The Picasso’s favorite phrase is, “What if we did this…”.

THE STORYTELLER

Here’s how to recognize a master storyteller: This person cares more about engaging customers than immediate conversions. He’s worried less about ROI and more on brand loyalty. This person is always experimenting and has his finger on the pulse of what interests the company’s audience, whether that’s data, social media or experiential campaigns.

Can you think of some more personalities we may have missed? Share with us in the comments below!

PROJECT SPOTLIGHT: CareStream Ultrasound Machine

I think we can all agree: there’s this general perception out there that the doctor’s office can be a pretty scary place, right? Well, not always.
Continue reading

8 Stats that Prove Print is Anything but Dead

For years we’ve been hearing it: print is dead. With more and more people heading online to get their news, research products and read reviews, it may seem that way to some. But, not according to savvy marketers. Businesses and marketers should continue investing in printed collateral, viewing it as a worthy and profitable way to promote a brand and stay top-of-mind.

Here’s why:

  • 66 % of millennials are more likely to remember to use a voucher if they have a physical copy to carry around.
  • 23% of millennials bought or ordered something as a result of receiving direct mail in the last year.
  • Retailers have seen a $21 million dollar difference in online sales per million site visitors between those who had received a catalog at their home address and those that had not.
  • 92% of shoppers say they prefer direct mail for making purchasing decisions.
  • Direct mail household response rate is at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).
  • 91% of mail is picked up by the same person each day; 80% of them are women.
  • Bobonos customers who received a catalog spend 1.5 times more than new shoppers who didn’t receive a catalog first.
  • Boden customers spend up to 15 to 20 minutes with their catalog, vs. an average of 8 seconds for an email and 5 minutes with their iPad app.

Statistics were compiled by Compu-Mail. To view their entire list, please click here.

Structural Graphics Celebrates 40 Years of Innovation in the Interactive Print Marketing Industry

sgs-40th-anniversary-party-21

Structural Graphics, the pioneer of the dimensional print marketing industry is celebrating its 40th anniversary. The company introduced the world to dimensional print marketing in 1976 and continues to lead the interactive print marketing industry today.

Over the years, Structural Graphics has created more than 40,000 interactive paper designs for clients in almost every industry and holds many U.S. Patents. For more than four decades, the company has helped some of the world’s most influential brands reach their audiences with high-impact and multisensory marketing campaigns. Brands such as Samsung, Google, Whirlpool, Coca Cola, Lincoln, Land Rover, UPS, American Express, Nationwide, Victoria’s Secret, Calvin Klein, Leading Hotels of the WorldNabisco, AstraZeneca, The Hartford and Prudential, just to name a few.

As the world changes, Structural Graphics’ capabilities and service offerings have continued to evolve. Building on the company’s success in the insurance sector, The Lift Factor was established to deliver fully integrated marketing solutions utilizing print and digital executions for the nation’s top insurers. The Red Paper Plane division was created to provide a fast turnaround, do-it-yourself platform to buy Structural Graphics’ top selling formats online.

“The vast majority of companies never make it to see their 40th anniversary. The fact that we are celebrating this milestone here at Structural Graphics is a testament to the innovative products and services we offer, and our wonderful clients and suppliers. But most importantly, it’s a reflection of the creative, hardworking and talented employees that have walked through our doors over the past 40 years. Our people are truly our greatest asset,” stated Mike Maguire, CEO.

Structural Graphics markets its products and services nationally and in Canada, with its design and paper engineering, production management, marketing and administrative offices operating from the corporate headquarters in Essex, Connecticut. The company has sales and production operations throughout the U.S. and Mexico.

For more information or to view some of Structural Graphics’ work, please visit www.structuralgraphics.com.

Packaging Unboxed: How to Make Your Product Stand Out (In A Good Way)

Hani Douaji / Via behance.net
The old adage goes something like this: Don’t judge a book by its cover.
Except when it comes to packaging, that is.
Though packaging been around for generations, in today’s digital-savvy, uber competitive retail environment, first impressions are almost as important as the product itself, with innovative, fun, or even weird packaging helping a product to stand out from its competitors. At times, the way an item looks can actually make or break a sale.
Let me tell you a personal story…
Lots of you have probably heard about or even seen those small, egg-shaped EOS lip balms (yup, those ones). Well, I was recently talking with a girlfriend of mine who pulled one out of her purse and started using it despite the fact that she liked some other brands of lip balms better. So, why did she buy this one? Because it looked cute.
Maybe you’ve experienced this, too? Bueller…? Bueller…?
Isabella de Felice / Via lushlee.com
Isabella de Felice / Via lushlee.com

Whether it’s an edgy typeface that gets your customers, some cool pops of color or the versatility of an eco-friendly container, we’ve probably all had a moment like my friend here where we’ve purchased something simply because of the way it looks and, more importantly, for our perceptions of how a product will make us feel. (Here’s an example of how the psychology of packaging applies in the alcohol industry).

That’s the whole point.
Packaging, when done correctly, is ultimately what sells your product in the end. It draws attention, sends a powerful message and elicits a specific response from your customers.
Here’s an example of a packaging design we created for Nokia:
Nokia Mural Launch Kit

Packaging Infographic Marketers
So, what’s a marketer to do to stand out from the crowd?
Well, if you’re a devout believer in creating a branded experience for your customers, making your product relevant and increasing your sales, follow these five Packaging Commandments and you just might create product packaging that will outlive us all.
  1. Thou shalt embrace all manners of colors, patterns, textures and sizes.
  2. Thou shalt never forget to think about the customer’s experience.
  3. Thou shalt utilize all available space to the best of thou’s ability.
  4. Thou shalt be playful, be bold, be simplistic – Thou shalt stay true to him/ herself.
  5. Thou shalt always tell a good, compelling and powerful story.
Feeling insanely creative? Give us a call at 860-767-2661 or shoot us an email. Together we can make your packaging really pop.

What Is a Beacon?

beacon

Simply put, beacons are yet another tool marketers can use to reach consumers via mobile. But it doesn’t stop with marketing. Businesses in industries of all likes are employing beacon technology to work for them. Here are 6 quick applications of beacon technology before we dive deeper:


1. In retail, they can be used to share discounts or coupons with you when you enter the store.

2. They can be used in museums to alert and inform you of the closest display.

3. They can be used by airlines in airports to pull up your mobile boarding pass when you get closer to the gate.

4. Hotels can use them to replace hotel room keys.

5. Stadiums can use them to reach out to their audience and offer them seat upgrades.

6. And in the B2B world, you can expect to see these popping up at trade shows and conferences.

But… what are they?

Beacons, or iBeacon (termed by Apple), simply put, are a class of Bluetooth low energy devices.

 

bigDL-beacon copyHuh? 

A Bluetooth low energy is a wireless personal area network technology that is comparative to Bluetooth Classic, except for that it provides a reduced power consumption and cost, while maintaining a similar communication range.

1e0a26d

Basically, Beacon’s are the enabling technology that will alert an app when you enter a specific, Beacon-activated location.

Many industries can benefit from implementing beacons – however, let’s use retail as an example. In the fall of 2014, Macy’s implemented the retail industry’s largest beacon installation, which allows them to communicate with the shopper via mobile as they enter the store, with personalized department-level deals, discounts, recommendations and rewards.

Alright, what do these things look like?

The beacons themselves are small, Bluetooth transmitters. Apps that are installed on your iPhone listen for the signal sent out by these beacons, and respond when the phone comes into range.

beacons-what-they-are-how-they-work-and-why-apples-ibeacon-technology-is-ahead-of-the-pack copy

Here’s an infographic, courtesy of Gigaom, to help break it down even MORE:

BLE-vs-NFC-infographic[1]


The possibilities are endless. We can make it easy. Contact us today to learn more about how we can help you implement beacon technology into your next project!