Archive for October, 2014
Quick! Name a marketing channel that does the following amazing things:
- Offers a massive 8.5” user interface — double the size of a tablet — and is expandable to 15”.
- Provides crystal clear images that load instantaneously. No lag time!
- Requires no cables or wires.
- Comes pre-installed with thousands of applications.
- Has infinite battery life.
- Can be read from any angle, even upside-down!
What is it? It’s a book!
The ingenious ad campaign comes from IKEA. The home furnishing giant is promoting a YouTube video for what it calls its book book. In the words of the on-screen idea engineer, it is “an idea so simple, it seems familiar.”
In the campaign, the IKEA spokesperson teases the audience with this highly versatile medium that offers benefits that “wow” the audience. Imagine! You can view multiple pages at a time, allow different users to bookmark pages in a simple, intuitive fashion (colored Post-It notes), and despite its power, the battery never, never runs out! It’s a brilliant, entertaining video that every marketer should see.
Best of all, the benefits of this “book book” are real— and they can be applied to direct mailers, postcards, newsletters, and other traditional print marketing, too!
What do you think of this campaign? Watch it here:
What is your company’s brand identity? Do you even know? Whether you realize it or not, all of the choices you make, from the colors on your business card to the graphics on your mailer, create a brand identity in the eyes of your customers and prospects. Let’s look at a few of the brand elements you should be paying attention to.
Color. The colors you choose for your marketing materials should reinforce your brand. Think UPS brown, IBM blue, and John Deere green. Color triggers an emotional reaction, so color is a powerful tool. Red elicits excitement. Blue is associated with faithfulness and trustworthiness. Black connotes luxury. What colors best represent you?
Image. Your presentation should be consistent with your industry. If your business is in a conservative field, such as accounting or financial planning, for example, your visual image should be businesslike. Would you trust your money to someone who gives you a florescent orange business card covered with cheap clip art and grunge fonts?
Distinctive. Your colors and logo imagery should be appropriate, but at the same time distinctive so they stand out from the crowd. “Distinctive” doesn’t mean complicated. In fact, many of the most recognizable logos are simple. Think about the McDonald’s Golden Arches or the Nike “swoosh.”
Quality. When you are producing your print materials, spend the extra money to produce high-quality work. You can talk about quality products and great customer service, but if your print marketing looks like it was done on the cheap, that is the image that will stick in your customers’ memories. Spend the extra money on “extras” like gloss coatings and heavier-weight paper when appropriate.
Once you have a solid handle on your brand image, be consistent. Whether it’s your business card, your corporate identity materials, or a presentation folder, all of your print communications should have a similar look and feel. Continually reinforce your brand image in the minds of your customers.
And Wheeler’s can help.
Cell phones. iPods. Laptops. Tablets. Where, in the ever-expanding channel mix, is there room for print? The Print Council recently put out a brochure, “Why Print? The Top Ten Ways Print Helps You Prosper,” listing ten reasons marketers should include print. Let’s look at several of them as they relate to a specific type of print—1:1 print—with our own take on why marketers can’t live without it.
Print stays put. Unlike e-mail, which disappears within hours beneath hundreds of other e-mails, print stays where you put it. If it’s a personalized piece, the recipient might even tape it to the wall or tack it to a bulletin board. It’s not unusual for people to hold onto 1:1 print pieces for weeks, even months, after the promotion has expired.
Print is portable. With print, there are no cables or wires. No batteries to run down. It doesn’t have to be turned off on an airplane, and no software needs to be updated. It’s readable from all angles, and you can scan entire pages quickly, even multiple pages at once.
Print drives higher ROI. Direct mail has a proven relationship to ROI. When you pair that with segmentation, targeting, and relevant personalization, ROI goes up even more.
Print drives online behavior. Web sites are powerful marketing tools, but something has to drive traffic to them. More and more, marketers are seeing that as print. Use print, and traffic (and revenue) goes up. Drop print, and traffic goes down. According to a recent ComScore survey, online consumers who received a printed catalog were nearly twice as likely to make an online purchase at that retailer’s Web site.
So want results? Think print! More specifically, think 1:1 print. Need ideas? Contact us today at 519-254-5237. We’d be happy to help.