Tag Archives: QR Codes

Emotion In Advertising Is Now More Important Than Ever

Posted On: Category: Audio / Video Marketing, Dimensional Print Marketing, Direct Mail Marketing, Webkeys / QR CodesTag(s): , , , , , , Posted By:

We all know good advertising when we see it or, more accurately, when we feel it.

The best brands – the ones that consumers turn to in good times and bad – focus on connecting deeply with their audience by consciously harnessing the power of emotions and using it skillfully in their advertising.

In recent weeks, in particular, we’ve been seeing this more frequently from all kinds of brands. From Budweiser to JanSport and Dominos, businesses the world over are tapping into the fear, loss and isolation many of us are feeling while waiting out COVID-19.

But emotional advertising isn’t just relegated to a screen. Dimensional print enables marketers to create emotional connections and build brand loyalty quicker and more effectively than ever before.

Here’s how:

It sets the stage. Who doesn’t love to receive a piece of mail? Especially now, when so many of us are stuck in front of screens or locked inside our homes, it’s an easy and (can be) a relatively low-cost way to surprise and delight. The format you choose for your piece can set the tone with the right emotional moments.

It presents options. Are you looking for something that pops? How about something that spins? Structural Graphics and Red Paper Plane can design anything from paper, whether it means incorporating sounds, lights, pull tabs or even video. The ways you can deliver your brand messaging are endless.

It can be tracked. Physical mailers are notoriously difficult to track. However, with designs like Web Keys and add-ons like QR Codes or NFC tags, these make it easy on your team to see the value of your advertising and assess if the emotion you’ve conveyed is on track.

Struggling With Lead Generation? Here Are 4 Simple Tips.

Posted On: Category: Dimensional Print Marketing, Direct Mail Marketing, Webkeys / QR CodesTag(s): , , , , , , , Posted By:

Lead generation. It’s the holy grail of the marketing world.

Everything hinges on it, whether that’s the overall success of your marketing campaign or the business’ bottom line. However, it’s important to note there’s no “one size fits all” approach when it comes to finding and converting new prospects.

So, where does one begin? Here are a few tried and true tips to get you started:

CURATE. Before beginning any type of direct mail or email campaign, it’s important to pare down any of your current mailing lists so that you’re only reaching out to the right people for your brand. Who is your ideal buyer? Where do they live? What income bracket are they in? Essentially, cultivate a targeted profile of who you want to take an interest in your product.

DELIVER VALUE. In our opinion, this is the most important (and often overlooked step). What is your value proposition? Once you’ve determined who your target audience is, it becomes much easier to decide how your product or service will solve a problem they have. Does what you’re selling offer convenience? Help with self-esteem? Provide comfort? Your mail piece, whether it’s a postcard or an email, serves a purpose. Don’t let it get lost because you’re unable to deliver value to the recipient.

BUDGET. No business wants their marketing assets to appear cheap, especially when making a first impression on potential new customers. However, it’s important not to break the bank either. Now is the time to decide whether you should use an in-house graphic designer, copywriter or photographer, or if it would make more sense to outsource. This is a great opportunity to explore helpful third-party websites like RedPaperPlane.com, which allows brands to customize “WOW”-worthy direct mail pieces at an affordable rate.

TRACK. If you want to know if you’re generating viable leads, you need some way to track who is responding to your marketing calls to action. Aside from using tracking software, consider incorporating QR codes, NFC technology or web keys into your direct mail piece. When used correctly, these interactive tools can tell you exactly what content is working for your business and who is interested in what you have to offer.

Ready to get started generating viable leads for your business? Give us a shout to learn how we can help.

How to Acquire, Retain, And Re-Engage Using Direct Mail

Posted On: Category: Dimensional Print Marketing, Direct Mail Marketing, Webkeys / QR CodesTag(s): , , , Posted By:

Believe it or not, many businesses can benefit from integrating direct mail into their overall marketing strategy. As brands look to gain new customers (and keep them), an omnichannel approach to how you’re delivering your message can help you drive more business and convert customers, regardless of what stage in the marketing cycle they’re at.

In fact, 9% of recipients from a house list and 5% from a prospect list respond to direct mail, according to the 2018 ANA/DMA Response Rate Report. That’s in comparison to 5.1% and 2.9%, respectively, shown in the organization’s 2017 report.

Here are some other key takeaways that relate specifically to direct mail response:

  • Letter-sized direct mail performed best for lead generation with 15.1% response rate.
  • The industries that used direct mail the most were Travel or Hospitality (80%), Nonprofit (75%), Publishing or Media (71%), Financial Services-Banks/Credit (67%), and Healthcare (63%).
  • The most popular methods of measuring response rates include online tracking (53%), code or coupon (45%), and call center or telephone (41%).

How can we continue to acquire new customers?

Don’t overlook what – and who – you already know. This is your opportunity to bring in other departments – your sales reps, social media manager, guest relations team, etc. – and analyze your current customer base. Glean information from your colleagues to determine your target audience’s demographics, geographic locations, interests and other relevant information. With a deeper understanding of your current customers, you can then better target your mailings to reach people like them.

When developing your messaging, use a call-to-action (CTA) in your mailings to keep a pulse on the campaign and each recipient who engages with it. Some ideas are QR codes, developing a personalized URL via a format like a Web Key or integrating voice recognition software like Structural Graphics Connect.

What’s the best way to effectively retain them?

As your brand seeks to expand its current customer base, it’s important not to forget about the ones who are already purchasing from and/ or interacting with you. Keeping these customers happy not only helps your business’ bottom line, but it also creates brand advocates in the process. Loyalty programs are a great way to encourage customer retention – and direct mail should be a part of it.

How can we win former customers back?

While direct mail can be helpful in retaining or enticing new customers, it’s also a powerful tool to re-engage with customers who may have lapsed. Seeking insight into when a customer left or stopped engaging with your brand can prove to be extremely helpful data, and direct mail can help with that. Surveys with incentives (think a 25% off coupon) or customized postcards with helpful products or services tailored to that individual can help customers feel valued and connected to your brand again.

Another option is dimensional print. While designs like Pop Up Cubes, SleekPeeks® or The Flapper® mail flat, they also possess that unique “wow factor” that encourages discussion, sharing and longevity to keep your brand top-of-mind for days, weeks or even years to come.