Archive for February, 2015
Studies have shown that simple techniques related to human behavior can boost the results of marketing campaigns significantly. Here are three techniques that are particularly simple and easy to implement.
1. Set minimums.
Set a minimum purchase or, if you’re fundraising, a minimum donation. In research done for the American Cancer Society, Robert Cialdini found that, by adding a minimum to the call to action increased donations by 78%.
2. Use the power of labels.
People tend to be become who they are labeled to be. If you label someone a “power donor,”or if you’re a bakery, a “strudel lover,” for example, recipients tend to see themselves this way and act accordingly. This is supported by a behavioral study examining voting patterns. Researchers found that people randomly labeled as “politically active” were 15% more likely to vote.
3. Make it urgent.
It’s easy to delay making a purchase, so reduce attrition by adding deadlines to motivate your audience to action. “Three days only!” is more powerful than “Act now!”
It might be hard to comprehend how such simple wording changes could pay such huge dividends, but repeatedly, the studies show that they do.
Want to prove it for yourself? Contact us and let us help you transforming your marketing using these simple behavioral techniques.
Based on data drawn from “10 Ways to Increase Conversions Using Psychology [Infographic]” from HelpScout.
In a world in which people have already checked their email, logged into Facebook, and responded to a dozen text messages before they drink their first cup of coffee, what is the enduring allure of print? Let’s look at five reasons print marketing remains the anchor of any great multichannel marketing program.
1. Print is beautiful. It doesn’t matter how gorgeous your JPGs are, a beautifully printed piece will blow away your screen graphics any time. Print has a richness, depth, and allure that mobile devices and laptops can’t match.
2. Print communicates beyond the subject line. When you communicate by email, recipients can’t see beyond the subject line unless they open the message. With clear envelopes, windows, and exterior envelope printing, you can communicate a tremendous amount of information in print before recipients even open the envelope.
3. Print plays well with others. Today’s complex marketing environment often requires multiple touch points. Not everyone will respond to your message through the same channel or at the same time. Print remains a critical channel in the overall mix.
4. Print influences buying decisions. Marketers once thought that, as e-commerce became mainstream, printed catalogs would fade away. History indicates otherwise. Surveys consistently find that consumers who receive printed catalogs are more likely (in one study, twice as likely) to make online purchases at the retailer’s Web site as those who do not.
5. Print is credible. Open your e-mail. How much junk email do you receive? Unless it comes from a known brand, people are skeptical of claims made by email alone, and for good reason. Print still carries greater weight and authenticity than digital marketing. Combine that with personalization and you have a communication people feel they can trust.
Print remains a critical component in today’s fast-paced, “what’s in it for me?” world. While e-marketing is a necessary component in our multi-channel marketing environment, print — particularly 1:1 print — brings benefits that online channels just can’t touch.
Call us today to chat about how print can help your company succeed.