Tag Archives: marketing

3 Ways Intelligent Marketers Use VR

Have you been thinking about incorporating virtual reality into your next campaign? Gartner predicts that virtual reality marketing is positioned at a vital transition point. The New York Times recently distributed more than one million Cardboard Viewers to Sunday print subscribers and Google Cardboard has been downloaded roughly 10 million times.

If it’s your first time experimenting with how VR can transform your business, here are a few tips to help ensure your message (and your brand) resonates.

Think mobile.

Rather than creating long-form narratives or experiences that require users to sit with a cumbersome headset on their heads, consider shorter, more digestible content for today’s consumer. VR headsets are getting lighter, sleeker and have replaced built-in screens with smartphones.

Creating short-form branded experiences that can easily be shared can get people interested in what you have to offer.

Recognize that storytelling still matters.

Like with all of your marketing efforts, VR should be chosen because it’s the best medium to tell your brand’s particular story. With technology, people like to get wrapped up in whatever is new and trendy, and often forget that the content is still the driving force behind its success.

Avoid falling into the trap of believing you can produce anything for VR and have it meet your marketing objectives. Rather, create branded content specifically formatted to fit the platform and consider how both will help you to move the needle.

Don’t forget the other senses.

The truly compelling part of using VR is that it can create a world that isn’t really there. It’s virtual. And while visual content is often the focus for most companies’ marketing teams, it shouldn’t be the only one.

The best marketers determine how to engage multiple senses, whether it’s Marriott incorporating the sound of waves to their virtual beachside getaway or Game of Thrones blasting cool air, creating the feeling users were being hoisted up 700 feet to the top of the Wall at Castle Black.

The introduction of inexpensive virtual reality headsets has made it possible for brands to deliver the ultimate experience to consumers. Structural Graphics offers virtual reality headsets that ship flat, assemble in seconds, and are fully customizable! Our SleekPeeks VR Viewers provide a complete immersive experience, sturdy design and high quality lenses. Click here to try one for yourself!

4 Ways to Execute a Powerful Marketing Campaign

So, you want to create a powerful marketing campaign, do you? Here, we’ve compiled four basic steps to take so you can smartly prepare, execute and drive actual revenue.

  1. Set your intentions.
    What do you want your campaign to achieve? That’s the first basic question you need to ask yourself. Be as specific as possible, as “I want more sales” gives you no yardstick to help you measure the distance to reaching your goals. Think about (or better yet, write down) exactly how many sales you want this year, specify the percentage increase in digital engagement you want to achieve or spell out exactly what locations you want to work to drive brand awareness.
  2. Create an action plan.
    Write down exactly what you’re going to do and when. This may sound simple, but the act of writing down your plan helps to organize your thoughts, think through superficial problems and, most importantly, visualize how and when your marketing plan or project will come together. Additionally, it will give you records to use when you go to evaluate the success of your marketing campaign.
  3. Act.
    As Nike famously says, “Just Do It”. You’ve spent weeks, maybe months, planning this campaign. Now is the time to act on it. Review your timeline and your metrics, choose the proper media and develop a communications plan among your team and any outside vendors. Decide how often you’ll need to (and can afford to) expose your messaging to your targeted audience.
  4. Measure your results, tweak and repeat.
    The campaign has launched, but your work isn’t over just yet. Now, it’s time to see how successful it was and make some adjustments. Go back to your marketing objective, look at the key performance indicators you sought out to measure and determine the campaign’s success. Did your marketing campaign achieve your objectives? What could you have done differently to make the campaign more effective? These are all valuable insights to help you and your team the next time.

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.

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.