Tag Archives: Structural Graphics

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!

With New iOS 11, Device Can Read Codes Natively

We’ve already debunked the notion that QR codes are dead, but with last month’s arrival of the new iOS 11, it looks like this rumor has been officially put to rest.

What’s a QR Code?

QR codes are unique graphics that link to a website, landing page or other information source. Previously, in order to scan the code and access the data associated with it, iOS users would need to download an app specializing in reading QR codes.

About that iOS 11 everyone’s been talking about…

Among the new features Apple announced, the new iOS allows iPhone 7 and above cameras to read QR codes natively. With the software update, the device’s camera app can read the code and displays the data automatically in a pop-up notification. No app download required.

While this feature is new for iOS, it isn’t entirely unheard of. Google’s Chrome on iOS launched an in-app QR code scanner earlier this year and social media users may be familiar with SnapChat’s “snapcodes” which allow users to easily scan and follow others.

Check out this Forbes article to learn more about the new iOS 11 and 25 of its “secret” features.

How does this affect me?

Well, if you’re an iOS user, the capability to natively read QR codes allows you a way to connect your mobile device with the real world in real-time. Think about it. By using these codes you can: verify the goods you’re purchasing online are not counterfeit, send and receive contact information with a single click, learn more about a company or product, access directions and more.

But it’s also a powerful marketing tool, too. Because users can now have more convenient access to hidden content, this opens to door to fun guerrilla tactics, interactive print displays or more effective experiential marketing for businesses and brands around the world. For instance, we can imagine seeing a QR code in a comic book to promote the new Wonder Woman movie or a treasure hunt sponsored by a travel company with QR codes leading participants to the next clue.

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.

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?

    

SG Paper Engineer Displays Work at Art Exhibition


How much thought have you given to paper?

It’s a fragile medium, yet it can also be considered durable and strong. We learn to use it as children – for paper mache, posters and essays – but it continues to teach us lessons throughout life.

Here at Structural Graphics, it’s no surprise that we give A LOT of thought to paper: how it works, what it is and what it can be. And paper engineer, Isabel Uria, is certainly a testament to that.

Isabel’s work is currently on display at the Drezner Gallery in Avon, CT until Sat., June 24.

“Being creative is inside all of us,” Isabel said. “Creativity is looking at a world of possibilities and acknowledging all the ways a problem can be brought to light and all the ways it could be solved. Creativity opens your mind. It is a path to visualize the past, the present and the future. Creativity is the opposite of war. It is the future. Evolution has happened because human beings have been curious to know and understand how things work and take that understanding to CREATE new developments and innovative things that serve our needs and help us. Creativity makes the world go around!”

Paper Possibilities is a celebration of our understanding of paper as an expressive material. The artists in this exhibit come from a diverse set of backgrounds. Some are paper engineers, some work with cut paper, some are origami artists, and some find their expressions in the creation of the paper itself.

This is the first exhibition of the Paper Artist Gathering, a group based at the Hartford makerspace, MakeHartford. They have been working together and sharing techniques since November of 2015, and are ready to put forth their creations. Their goal is to demonstrate that despite its reputation as a common material, the potential for expressions in paper is not yet fully explored.


Structural Graphics Video Mail Piece Grand Champion of 2017 US Postal Service Irresistible Mail Award

Some mail pieces are effective, some are engaging, some are beautiful. But very few can be called Irresistible Mail™” – the US Postal Service.

At the National Postal Forum in Baltimore, MD on May 23, 2017, The Lincoln Motor Company’s high-end video mailer, “See it First,” was selected as the Grand Champion Award winner of the “Irresistible Mail” trophy.  The Irresistible Mail Award is a USPS program that highlights mail pieces that increase engagement through innovative design, print or digital technologies.

Sharing creative credits on the winning mailer are Structural Graphics who printed and hand-assembled the piece, Lincoln Motor Company, Ford’s ad agency GTB (formerly Team Detroit), Hudson Rouge.

Used to give customers a sneak peek before the vehicle hit showrooms, this mailer presents a video screen embedded on the inside of a display folder.  Activating upon opening, the video delivers a story about Continental’s heritage and features, along with a tri-fold brochure describing the ownership experience, all delivered in a custom box. This piece was one of four finalists recognized at this year’s Forum, having been the winner of the 2nd quarter Irresistible Mail Award.

Additionally, you can find Structural Graphics on the 2017 USPS Irresistible site. Several of our pieces, created in partnership with MRM/ McCann and Sandy Alexander, are featured, including SleekPeeks VR Viewers, and OE, a slider design our paper engineers developed that features Near Field Communication and a “Twister” exploding page.

Be sure to check out Structural Graphics VPA Gallery.

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.

Introducing SG Unfolded

Each year, businesses throughout North America choose Structural Graphics to produce thousands of dimensional projects customized to fit their individual needs. But what about the multitude of other designs our paper engineers have created but have never been produced?

Now, you can find them here.

SG Unfolded, which launched this week, is intended to showcase one-of-a-kind inventions born of innovative thinking and precision engineering. We have such a large library of designs, that we wanted to shine a spotlight on some of the amazing work our paper engineers think up behind the scenes, which may have never made it into a client’s hands.

Our hope is not only to show off these designs, but also to help you get to know our paper engineers and their approach to crafting novel pieces for marketing professionals, Fortune 500 companies, universities and the like. Perhaps these pieces will even inspire you!

Currently, we have 16 designs on SG Unfolded (and our related Instagram account, with more queued up and ready to be posted for you to enjoy every week. Multiple images are posted for each design, including a short video to showcase how the mechanism works.

We hope you enjoy!