5 top tips for making the most of your print marketing materials

5 top tips for making the most of your print marketing materials

5 top tips for making the most of your print marketing materials

It can be hard to believe in printed marketing materials. In an age where our phone pings every few seconds with a new email, or notification of the latest deals from our favourite brands. But having a combined marketing strategy that looks at both digital marketing and printed materials is the best way to reach as many of your customers as possible. Which is why we’re focusing this month on print. Traditional marketing methods, ‘offline marketing’, and how you can be making the most of your print marketing materials.

In this blog we’ll be looking at tops tips of making the most of your printed marketing materials. As it can be easy to overlook the differences of advertising to someone through digital methods than it is to someone through a brochure or letter.

 

Professional design

Though it may seem a sales pitch coming from a marketing company. Approaching a professional designer is possibly one of the best choices you can make when it comes to printed materials.

As we have spoken about in previous blogs, your brand’s credibility is made up in several ways. With one of them being what you give or send out to the general public. If it looks professional and polished, it is much more likely to attract customer’s attention for the right reasons. Rather than something that looks like you haven’t put in much effort.

Not to mention designer’s do this for a living, they’re good at it! Just as with your own services, that you know going for a professional is more cost effective in the long run. Than trying to attempt it in your own, and the same applies to the creative process. Invest in a good designer who understands what you are trying to achieve for your company. This will serve you a lot better in the long run, than rush designing some leaflets yourself.

 

Understanding print jargon

As with anything, it can be hard to know if you’re getting what you are asking for. Knowing if it is the best possible product if you don’t know the jargon. Now, any reputable designer will talk you through any terms you don’t understand, but that’s only if you ask.

It can be very easy to nod along to a designer who is telling you a certain stock is better. Or you should definitely choose a silk varnish because you don’t want to look silly for not knowing what it is.

If you don’t understand what your designer or printer is talking about, always ask. As it’s your finished product they are working on! However if you would like to build your own knowledge, there are plenty of jargon busters such as this one. Which will give you an idea of all the basic terms. So you can have some idea of what you are working with, and if that choice is what you want.

 

Your audience

This may seem an obvious point, but one that can be forgotten when it comes to offline marketing. Knowing your customer personas means you will be able to better advertise to them.

This can come down to simple observations. Like knowing that your main audience are of an older age group, and would respond really well to a personalised letter. Or that you do a lot of exhibitions where everyone is after a free pen.

Or it could be more focused on your product and how it may benefit a certain group of people. We mentioned in one of our 12 days of Christmas blogs, about ADT’s box campaign. Where they looked particularly at apartment blocks and buildings. With most people considering apartment blocks to be reasonably safe. With a number of locked doors to get through to eventually get to your apartment. They may not have been ADT’s normal customer base. However, using a clever spring-loaded box, they were able to approach a whole new demographic of people.

ADT used their spring loaded boxes (which could be folded flat) and pushed them under the apartment doors. Once pushed through the door, the box sprung to shape. With the message “breaking into your apartment is easier than you think” along with the company branding printed on the box. Giving the impression someone had been in the apartment to pop down the parcel, and no doubt scaring people into thinking about their security systems.

Printed materials can focus on customers ‘pain’ points just as much as digital marketing. You just need to have enough knowledge as to what your customers react to.

 

Time dependent offers

Unlike digital marketing, where you can set up email automation, or notification & reminders, or even place a pop up for when people are about to leave the page, you really need to get people to react quickly to your printed material.

Though your materials may stay pinned to their notice board, or on the paper pile, and may possibly be picked up at a later date. To be able to track your efforts effectively with printed materials means getting a quick turnaround.

This can be done through time dependent offers. So your potential customers have to react within a certain time period to gain the discount or offer. By the amount of people you have taking advantage of the offer within this time limit makes it a lot easier to assess how well people have reacted to an offer, and if you should have similar offers in the future.

 

Combining your efforts

As we said in our introduction, it is no longer a case of picking printed materials or just using digital methods to market your business any more. You have to allow fluid motions between the both. Which means making it easy from your printed campaigns to reach you online, and letting people know online they can gain printed materials if they wish.

If you are advertising a certain campaign through letters or leaflets, sending people back to a landing page not only allows you to feed those people through the sales funnel for that particular product or service, but also allows you to track your efforts, as you can see who has taken action from your material.

 

If you’re looking for help with your printed materials, or want to begin a combined marketing campaign but would like it all managed in one place, then why not give us a call? Based in Burntwood, Staffordshire, we can take care of all of your marketing needs in-house, meaning less running around for you. Contact us today for a friendly chat on how we may be able to work together. Or if you wish to read more about Print then why not check out our other blogs. 

How to Plan Your Seasonal Advertising.

How to plan your seasonal advertising

How to plan your seasonal advertising

Like dogs, seasonal advertising isn’t just for Christmas. There are plenty of times of the year where you may see an increase in sales.

After the crazy Christmas period is over, or perhaps now during the calm before the storm. You need to start thinking about next year’s seasonal advertising.

Seasonal hot points will vary dependant on your business. The simplest example being; sales for an ice cream retailer will be at their highest during the summer and low during the winter. Yet sales for a warm drinks retailer will be at their highest during the winter and at their lowest in the summer.

 

How to plan your seasonal advertising

The easiest way to do this is to sit down with a calendar and map out all of the seasonal hot points for your customers and target audience.

This might not be quite so straight forward as you think. You need to consider every seasonal point which will appeal to your customers and target market. So this might depend on things such as religions or where people live.

If you sell internationally you’ll need to think about seasons as well. For example, it would be okay to sell winter clothes to British people during December. However trying to sell them to Australians during December would be pretty pointless.

Then there are budgets to think about. If you haven’t got the budget to advertise and promote your products or services for every seasonal event, you will then need to think about which hot points will provide the most return for you.

Once you’ve worked out your seasonal hot points, you can begin to look at when and how far in advance you’d like to begin promoting or advertising your products or services.

You might then decide to look at finer details such as what kind of advertising you’ll do. Whether it’s an email campaign, PPC or print adverts.

Then you can begin to look at things like whether you’d need to print a new brochure or catalogue. If you need leaflets or cards to hand out in store to direct people back to the website. Or whether you’ll need to make amends to your website.

Once you’ve got your seasonal advertising planned out, you’ll know what you need to provide to your in house team or marketing company. They’ll then be able to create whatever you need for your campaigns and ensure you’re prepared. So there’s no rushing around at the last minute.

 

What if big seasonal hot points don’t apply to your business?

There are plenty of businesses, such as B2B or services, whose sales won’t increase before large seasonal events such as Christmas or the summer.

For example, an electrician’s workload will probably remain pretty steady throughout the year and it’s not likely to increase in the run up to Valentine’s Day or Christmas.

Most B2B businesses won’t see an increase in sales in the run up to Christmas either.

So what should B2B or service based businesses do if holidays or seasonal hot points don’t apply to them?

If that’s the case for your business, it’s important for you to keep in touch with your customers, so that when they’re ready to spend again your business is the first one they think about.

As we mentioned in our blog post about Christmas marketing campaigns, the easiest thing to do is to send them an email. This could be something as simple as a Christmas e-card, or an email which reminds them of something they need to begin preparing for after the season is over.

Contact us

For more advice on all things seasonal when it comes to marketing please feel free to browse the rest of the category.

If you’re looking for a marketing company to create and manage your seasonal advertising campaigns, get in touch with us now to talk about how we might be able to help you. You can call us on 01543 495 752 or email us on contact@themarketingpeople.com

What is Topical Advertising and Why Your Business Should Be Using It.

what is topical advertising and why your business should be using it

Topical advertising is taking advantage of a news story or something current. Then creating an advertisement based around it.

Topical advertisements can gain extra coverage for a business that they wouldn’t have received ordinarily. As it’s something people are interested in and talking about.

Linking adverts to news stories can also allow the brand to show off their sense of humour. To show that they’re on the ball and in some cases if the advert is particularly clever, funny or controversial the advert may even become part of the news story.

In order to create your own topical advertisements you need a team who can all act quickly to get the advertisement created as soon as possible. If you leave it a few days or a couple of weeks it will be old news and people won’t be interested in it anymore.

 

Examples

Over the past few months we’ve been treated to some brilliant tactical advertisements. Especially with London playing host to the 2012 Olympic Games.

 

Specsavers

Specsavers South and North Korean flag advert

Specsavers are no stranger to topical advertising. So took advantage of a mistake which saw the South Korean flag being shown instead of the North Korean flag before a women’s football match.

The next day their advert appeared in national newspapers showing both the North and South Korean flags and ‘Should’ve gone to Specsavers’ in Korean.

 

Braun

Braun Get Winning Sideburns advert
LOGOC enforced strict rules about what non-sponsors could do to advertise or promote themselves in relation to the Olympics.

Braun, ignoring the rules, took advantage of Bradley Wiggins gold medal and famous sideburns. Then created an advert which showed Wiggins with his Gold medal and the words ‘Get Winning Sideburns’ in the 2012 Olympic font.

 

Lynx

Lynx "Sorry Harry" advert
Prince Harry’s incident in Las Vegas was a talking point in worldwide news for weeks.

Lynx took advantage of the story by creating an advert where they apologised to Prince Harry. In case the whole thing was caused because the Prince was wearing Lynx.

 

Social Examples

With the rise of social media, advertising is no longer limited to print, TV or radio. If a brand updates their status, that’s considered advertising as it reminds someone of the brand. Just as reading a newspaper advert would. Here are a couple of great examples of brands using topical advertising on social media.

 

Oreo

Oreo iPhone 5 advert
While not strictly an advertisement, Oreo did a great job of taking advantage of news stories for their Daily Twist social media campaign.

For their 100th anniversary Oreo uploaded an image everyday for 100 days of an Oreo, and sometimes a glass of milk. Which represented a big news story or an anniversary.

The images brought the brand a lot of attention and created a huge amount of engagement. Oreo’s director or marketing said that images which were part of the Daily Twist campaign saw a 110% increase in engagement on Facebook.

 

Kit Kat

Kit Kat Felix Baumgartner advert
When Felix Baumgartner’s trip to space was postponed due to poor weather. Kit Kat took advantage of his wait and suggested he ate a Kit Kat to pass the time.

The day before Baumgarnter’s jump finally went ahead, Kit Kat made their own ascent and sent a Kit Kat into space attached to a balloon.

 

Are you already doing it?

If your business is already using social media, the chances are you’re already doing some topical advertising. If there’s a news story which you can relate your business to, you might talk about it or create an image linked to the story.

Twitter makes this easy by showing you Trends. Which are topics which are popular on the site at the moment. The chances are that if you notice a trend which you can talk about, you’ll create a tweet straight away. Then use the hashtag to increase the chances of it being seen.

 

Why not take a look at some more of our marketing blogs?

If you want some help with creating a marketing strategy, why not see if our approach is for you, or call us on 01543 495752 for more information.

Gardening Delights – the Next Step is to Ad-Words

gardening delights - the next step is adwords

gardening delights - the next step is adwords

Gardening Delights have been clients of ours for the past six years. During that time we have; consulted, re-branded and developed their initial web presence.

We’ve scoped, designed and developed their latest ecommerce website. Along with their Facebook, Twitter & LinkedIn pages.

We’ve run email campaigns, printed various retailer posters, fliers and we manage their SEO and social media ongoing. Just to name a few things we’ve done for them.

Gardening Delights’ passion for making recycling simpler and easier, has meant they have been involved in supplying their caddies and compostable & biodegradable liners to over 70 regions throughout the UK. Where council run food waste schemes are in operation.

Along with a brilliant range of caddies and liners, they offer grow your own products, including leaf sacks and compost bins to help you tidy up your garden this autumn.

There’s also a large range of sustainable gifts, ornaments & the rather unusual and seasonal items to suit all ages.

Our latest project with them is to scope, set up, run and manage an AdWords campaign, initially focusing on their Birdcare and Liners ranges.

Perhaps you would like to see their range of great products that they have on offer to help you create an outdoor space that will impress.

BUT, so as not to waste our clients AdWords budget, we’ll provide you with a nice link to their website. So you can take a look at their selection of sustainable and unusual products and gifts, and wonder which bird feeder would look best in your garden.

 

Contact us

Why not take a look at some more of our marketing blogs?

If you think your business could benefit from strategic marketing that delivers, but you don’t have the time or internal resource to set one up and manage it all yourself, we may be able to do it for you. Give us a call on 01543 495 752 and let’s talk about how we can help you.

Olympic Censorship: Know What Your Business Cannot Say

Olympic Censorship, know what your business can't say

Olympic Censorship, know what your business can't say

This summer the UK will play host to the 2012 Olympics. While your customers may be looking forward to it, as a business you need to be very careful with what you say. Or rather don’t say about the Olympics.

Unless you are an official Olympic sponsor, there are very strict rules about what words you can use or what images you can use in reference to the Olympics.

Unfortunately it’s quite serious and the way it’s been handled thus far suggests it’s not something that will only affect big businesses. As small businesses and individuals have suffered at the hands of LOGOC. (London Organising Committee of the Olympic Games.)

At the end of May a florist in Stoke-on-Trent wanted to show her support for Team GB and created a paper tissue display of the Olympic rings. She was then forced to take it down as she hadn’t received permission to use the logo.

This means that any deals, offers or sales you were thinking of having in celebration of the Games will have to be forgotten or rehashed to show no association to the Olympics.

Words

The use of Olympic related words in association with the Olympics is forbidden without prior written consent from LOGOC.
As mentioned above, this means any plans for ‘Olympic Deals’ will have to be forgotten. Changed to ‘Large global sporting event in the capital of the country over the summer deals’ perhaps?

The Olympic rings themselves. The five colours. The Olympic motto (Citius Altius Fortius / Faster Higher Stronger). And the words ‘Olympic(s)’, ‘Olympian(s)’ ‘Olympiad(s)’ or anything similar or a translation cannot be used.

The same goes for the Paralympic Games. Where the use of the Paralympic Symbol, the Paralympic motto (Spirit in Motion), the words ‘Paralympic(s)’, ‘Paralympiad(s)’, ‘Paralympian(s)’ or anything similar or a translation is also prohibited without prior written consent.

You can however refer to things factually. For example, if you run a sports centre you can still talk about your olympic sized swimming pool. If you run a hotel near a stadium hosting events for the Games, you can mention that.

A table of ‘Listed Words’ was produced by LOGOC, which if used, could end up in a visit from the ‘branding Police’.

A

‘Games’
‘Two Thousand and Twelve’
‘2012’
‘twenty twelve’

B

‘Gold’
‘Silver’
‘Bronze’
‘London’
‘medals’
‘sponsors’
‘summer’

You cannot use a combination of two words from Group A or one word from Group A combined with one or more word from Group B.

Images

The use of certain images is also risky. Though LOCOG say the use of these images may not immediately create an association with the Games.
When you read the list though, you’d be hard pushed to image how any of those couldn’t be associated with the Games.

The list includes;
• Olympic-style torch or flame.
• The five colours of the Olympic symbol.
• Use of the official designs for the 2012 Olympics or similar designs.
• Images of venues that will be used for Olympic events.
• Depiction of Olympic and/or Paralympic sports.
• Words which capture the essence of the 2012 Games and/or qualities associated with Olympism such as spirit, endeavour, friendship, winning or determination.

Visit the London 2012 website to view the full copy of the ‘Information On London 2012’s UK Statutory Marketing Right’s.’ 

It’s understandable that LOCOG want to help official sponsors get as much out of being an olympic sponsor as possible. But the restrictions placed on other businesses makes it hard for them to celebrate the Olympics with their customers.

Make sure you don’t get caught out this summer; know what you and your business can and cannot say.

 

Keeping ahead of industry developments can seem a hard task, but we try and make it as easy as possible with our marketing news blogs.

If you live in the Burntwood, Lichfield, Cannock or Staffordshire area and require some help or advice with your marketing, why not see what we can do. Take a look at our case studies, and call us on 01543 495752 and book a no obligation meeting with us today.