Is Social Media Print’s New Best Friend?

facebook interacts with print
Background vector created by Freepik

While print and social media may compete for your marketing dollars, they don’t have to compete for your customers. In fact, using them together can make your marketing more effective. Let’s look at five ways print and social media can work together.

1. Print Drives Traffic to Social Media

How do you drive traffic to your social media sites? Often, it’s with print. Whether it is through direct mail, store signage, or company invoices, print is often your customer’s first exposure to your social media presence.

2. More Channels Help You Reach More People

Even in today’s tech-driven world, not everyone uses social media or uses it on a regular basis. Use print to ensure that you are reaching the largest swath of your audience as possible. As the old adage goes, “Don’t put all of your eggs in one basket.”

3. Say it Again . . . and Again

Consistently, studies show that reinforcing your message through multiple channels increases brand awareness, heightens engagement, and boosts response rates. The combination of print and social media, along with other traditional and digital media, is more effective than any single channel alone.

4. Boost Credibility

Survey after survey shows that consumers still trust print more than they trust online media. A survey conducted by Ball State University’s Center for Media Design in coordination with ExactTarget found that even Millennials are more likely to be influenced to make purchase decisions based on communications they receive by email and direct mail rather than through social media advertising.

5. Print Has Staying Power

Your message on social media might stay for a few hours before getting buried under the avalanche of other messaging. Print has staying power. Your direct mail piece might live on someone’s desk or bulletin board for weeks or months.

Using print and social media isn’t an “either or” proposition. Understanding when and where to use each channel is the key to getting the best results. If you’re ready to add printing or direct mail to your marketing strategy, contact Paw Print!

Nonprofit Promo Enhances Fundraising

Promotional products have been around for a long time. And they’re becoming ever more prevalent and desired. 80% of us have at least one promotional product, and over half will use that item at least once per week. Promo is a sure-fire way to enhance marketing strategy, helping nonprofits to achieve goals and generate more fundraising dollars.

4 Reasons Promo Benefits Nonprofits

1) Increase Brand Awareness

A major function of promotional products is to make prospective donors aware of your brand. Any item with your logo or message printed on it is a chance to increase awareness and recognition of your nonprofit’s brand and mission. High-visibility items like bags, apparel, or bumper stickers allow your donors to show their support for your organization. At the same time, individuals who aren’t associated with your nonprofit may begin to see your brand more frequently, inspiring them to learn more about your mission.

promotional product statistics

2) Generate Revenue

Promotional products make effective and attractive giveaways. They are also a potential source of revenue for your organization. If your nonprofit has a popular motif or tagline, you can sell items to individuals who are passionate about your mission and want to represent you in their day to day activities.

3) Incentivize

Sometimes it may be appropriate to incorporate promotional items into the gifting process. For instance, you can set up a tier of gifting, so that each donor who gives up to a certain amount receives a certain item, like a mug. From there, donors who give up to the next tier receive a larger item, like a shirt. Many of your donors may choose to give regardless. However, the promo item gives a further incentive to do so while thanking them with a nice gift they can use to further promote your brand.

4) Recognize and Thank Donors

Your donors give because your organization has special meaning for them. They’re the lifeblood of your nonprofit, making it possible for you to continue your good work and further your mission. You can use promotional products to show your appreciation for your donors and recognize the importance of their contribution. Via direct mail, you can send your top donors a thank you gift, like a stainless-steel tumbler or a fleece jacket. Include a handwritten note to make it extra personal, or explore variable data printing to customize the item with the donor’s name.

Promo Tips

A study by ASI, the Advertising Specialty Institute, found that the average cost per impression for a TV advertisement was 2.5 cents. In contrast, the average cost per impression for promotional products was just 0.7 cents. The financial benefits of promotional products are clear. But there are a few things you should consider before investing in promo for your nonprofit.

First, ask yourself why you are using promo. What are your goals? As with any marketing strategy, to understand the effectiveness of using promotional products, it’s essential to know where you are starting and where you hope to be.

Also, does the promo item match your mission? Is it aligned with your brand? You’ll want to use the same logo and color scheme currently associated with your nonprofit. That way, there is a clear relationship between the item and your organization.

And, ensure that the product will be useful for your specific audience and speak to their needs. Items that work well for one demographic may not be ideal or make sense for another group.

Promotional products are a marketing tool, and like any marketing device, they reflect your brand. This not only refers to the content you imprint on the items, but also the items themselves. It can be tempting to order a high quantity of an inexpensive promotional item, and there are several economical options available. However, just remember that any item you put out there branded with your logo reflects your brand as a whole. If you’re promoting your organization with an item that is flimsy or the decoration does not hold up, potential leads will associate that with your nonprofit’s abilities, even if you’re doing good work. How your organization is perceived—even subconsciously—is the foundation for all you do.

6 Nonprofit Promo Ideas

Need some ideas for your nonprofit’s next promo campaign? Check out these 6:

Tote Bags

branded tote bagIt’s estimated that promotional bags generate an average of nearly 6,000 impressions during their lifetime. That’s more than any other promo product. With eco-friendly alternatives being popular and sought after, branded reusable bags are a solid choice to give to donors. They’re an inexpensive option that’s sure to be used and seen.

Branded Apparel

Shirts, jackets, vests, hats, socks…the list of apparel items available for branding with your logo is nearly endless. Like bags, clothing items are highly visible. Branded t-shirts make great giveaways, and nicer jackets are perfect as thank you gifts for top donors.

Desk Items

It’s always important to know your audience. Promo is no exception. If you know that many of your donors work in a corporate setting, desk items can be a way to create promo donors will see and use every day. Popular items include, journals, padfolios, mousepads, water bottles, and tech gear, like phone stands and power banks.

Drinkware

branded patterned water bottles

Water bottles are useful in the office and on the trail. Drinkware, like water bottles, thermoses, tumblers, and insulated mugs are ideal promotional items. They’re functional in a variety of settings, and they travel with you. Whether your donors are going on a hike or heading into a meeting, they can carry your branded drinkware with them.

Giveaways

If your organization is hosting or attending events regularly, having promotional items to give away is an effective lead generation tool. Depending on your audience, your items may differ. Some popular choices include pens, key chains, note pads, lip balms, and stress balls.

High-End Gifts

While your giveaways may be high quantity and low priced, the promo market also includes higher quality items that you can reserve for special donors or board members. When you want to say thank you in a special way, look to gift sets, ball point pens, embroidered jackets, or a debossed journal.

Wear Your Mission on Your Sleeve… Literally

nonprofit promo slogan tshirts

Apparel is often used in a nonprofit context to outfit volunteers working on your behalf, as staff clothing or donor gifts, and to sell at events and on your website. When it comes to adding branded apparel to an organization’s marketing mix, a thoughtful approach to the personal side of apparel and how you decorate your shirts, hats, scarves, etc. is an opportunity to make a lasting visual impression.

Our preferences in what we wear is a very personal choice.  When considering an investment in branded apparel, metaphorically try taking your organizational hat off and putting your personal hat on. Ask yourself, what would I want to wear if I was given a shirt or hat from this organization?

Having your logo on a garment means something different to you, as a staff member of your organization, than it does to a donor, volunteer, or consumer. To you, it’s a uniform of sorts; you ARE the logo on the shirt. And while a donor, volunteer, and consumer may relate similarly to wearing your organization’s logo, there is still a fine distinction between you and them about the meaning of wearing your brand.

So what to do? Consider adding your slogan, tag line, or value proposition statement to the garment. Doing so bridges the gap between staff and constituent with a common theme that starts conversations and elicits emotion and identity for your cause. Doing so puts the emphasis on the statement more than the organization. Your statement is the “why” people identify with your organization, volunteer, and give money.

It also helps to keep the statement or slogan short and sweet. Humor or levity help when it’s appropriate. Applying a unique artistic branding element to the slogan helps build awareness and alignment for when it’s used in various ways and mediums. Bold creative can work, but big and gaudy may not depending on the demographics of your constituency.

At the end of the day, if you’re spending hard-earned money on apparel, think it through and design it so people will actually wear it… and wear it happily.

Promotional products can be a major way to increase fundraising dollars and make more potential donors aware of your brand. If you want to make promo a part of your campaigns, Paw Print can help! Explore our online catalog, or give us a call at 865-2872 to start the conversation.

Scorpion Marketing 101

scorpion on white background
Get your prospect’s attention with a Scorpion Marketing Strategy!

Ever feel like you’re beating your head against a wall trying to sell to the unsellable, qualify the unqualified, or get responses from the unresponsive?

You are not alone. As a sales professional and/or a business owner, much of the anxiety, frustration and weariness that happens in growing sales and a business is directly related to these activities.

Are you comfortable, if not jazzed, to have conversations with clients and prospects but discouraged with how difficult it is to get people to engage?
What if you could increase the ROI on your sales and prospecting efforts with a non-intrusive strategy to engage and generate more leads?

Consider Scorpion Marketing

If you walked up to your desk and found a scorpion looking up at you, would that get your attention?! Probably safe to say you might even jump back… whoa!!!

There are certain things that happen in life – and in business – that GRAB our FULL attention and cause us to act on the situation at hand.

Scorpion Marketing is an ACTION designed to get a REACTION. It’s a tactic that’s guaranteed to get your intended audience’s attentions despite the competing forces vying for those persons’ attention.

Putting People First

Growing a successful business is all about seeking and establishing relationships with people who have a need for your product. Virtually all sales and marketing investments and efforts are born with the intent of generating leads. Leads are the spark of opportunity for prospects to build familiarity and trust with you, your company, and your product. Generating a viable lead is the cornerstone toward meeting a prospect’s need and converting a sale.

But sales and prospecting is tough work! You may have the best product and service to meet someone’s need. But until they fully understand and experience your offering, you’re just one of the pack. And even before that, until you get face-to-face with a prospect to fully understand the problem they are trying to solve, you’re at a loss as to how and even if your value proposition is relevant to them.

All of this brings us back to the importance of generating a qualified lead to trigger your business development process. That’s where Scorpion Marketing comes in.

How Does Scorpion Marketing Work?

At Paw Print & Mail, we’ll design a strategy utilizing an attractive and relevant direct marketing package and follow up process that’s guaranteed to get the attention of your key prospect or client. Like reacting to the scorpion on your desk, our Scorpion Marketing process will set you apart from your competition and exponentially increase your ability to directly connect with your prospects and begin the relationship building process.

Above all… Scorpion Marketing spurs the engaging activity that leads to sales. Scorpion Marketing is prospecting on steroids, which is more fun and rewarding than the typical prospecting you’ve done (and dreaded doing) in the past.

To learn more about our Scorpion Marketing service, contact Tom at tbrassard@paw-prints.com or call Paw Print & Mail at 802.865.2872.

Envelope Creativity Boosts Response Rates

Entrepreneur opening a padded envelopeOne of the biggest hurdles of direct mail? Getting people to open the envelope.

Postcards and self-mailers have the advantage of standalone, eye catching content. The graphics are immediately visible, compelling the recipient to read on.

But for many mail pieces, an envelope is essential. Using an envelope doesn’t have to be limiting, however. In fact, today’s printing technology allows envelopes to be more personalized and attractive than ever before. Customization turns envelopes from basic commodities to effective direct marketing tools.

Why Direct Mail?

cartoon envelope with megaphone

In our digitally saturated world, direct mail stands out:

Creative & Customized Envelopes: Reach More of Your Audience

Basic return address printed envelopes have long been a standard for many businesses. While they get the job done, inkjet technology has made it possible to completely customize envelopes, making your campaigns more personal, relevant, and compelling for your audience.

Some reasons to personalize envelopes for your business or organization include:

Increase Visibility

Generally, envelopes have the information necessary to get the mail piece to the recipient. But there’s a lot of white space left over that can be used to include a compelling call to action. You may not always open envelopes, but you’re sure to look at the outside to see who the mail piece is from. An envelope is a highly visible space available to tee-up the theme or message of your campaign.

Improve Open & Response Rates

Creative envelopes not only enhance visibility. They also raise curiosity, making recipients more likely to open and respond to your message. You can use the envelope to create a sense of urgency, letting recipients know there is a limited amount of time in which to respond.

Send a Timely Message

Customized envelopes have the advantage of timeliness. You can print for a specific theme, referencing your current campaign or a seasonal or time sensitive offer.

Stand Out from the Crowd

group of pencils one red among the blue
Background image created by Yanalya – Freepik.com

Giving a unique touch to your mailings separates you from your competition. In a mailbox of white envelopes, an envelope with color and interesting graphics stands out, making you more memorable than your competitors.

Segment, Budget, Personalize

The ability to customize means that you can create envelope designs that are more personal to the recipient. Maybe your mailing is targeted to past customers, or to your top donors. Whoever your target audience may be, you can make your envelopes specific to that group and the goals you have for them. With Variable Data Printing, you can even print each individual’s name on the envelope as part of the call to action.

No Overstock or Rush

When you print custom envelopes at the time of production, your printer can produce just enough for your mailing. That way, you won’t have to worry about storing overstock, or having a pile of extra envelopes specific to a campaign that you won’t be able to use again. On the flip side, you won’t have to stress about coming up short and placing a rush order. If the printer needs a few extras to finish the job, they can print more at no added cost to you.

The creativity of your imagination is the only limit when it comes to printing envelopes. Custom sizes, stocks, and colors are all available, making it easy to create a stand out envelope for your next campaign.

Ready to step up your direct mail? At Paw Print, we can assist you every step of the way, from designing your mail piece to printing to mailing fulfillment. Contact us today to get started!

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Want More Sales? Ensure Good Word of Mouth

two smiling women exchanging information by word of mouth
Business image created by Katemangostar – Freepik.com

Recently, I enjoyed a delicious meal at a local restaurant celebrating with a friend. Despite seeing advertisements for this establishment, I had never been. But lately in conversation several people mentioned to me what an exceptional experience they had dining there.

After that, I couldn’t stay away. Recommendations from friends and colleagues spoke to me in a way that ads never had. I stopped in for a bite and was not disappointed.

While a conversation may seem like just another part of each day, in this case it functioned as a marketing device. Word of Mouth Marketing (sometimes referred to as WOMM or WOM), is a crucial tool in any business’ marketing kit. Consciously or unconsciously, you’re likely participating in WOMM frequently. Anytime you recommend a product, restaurant, establishment, service, or destination, you’re influencing whether another person decides to patronize that business or purchase that product.

You may be asking, is this really marketing? The conversations we have from day to day aren’t scripted and approved by a company’s marketing department. But they have just as much, if not more, power than traditional marketing channels to make or break your business.

Word of Mouth Marketing: The Numbers

Would it surprise you to learn that 42% of Americans believe brands are less trustworthy than they were 20 years ago? As sincere as your advertising may be (maybe you really do offer the best auto service in town) your audience is less trusting than ever of your message.

However, 90% of consumers are more likely to trust and purchase from a brand that has been recommended by a friend. And WOM impressions result in 5 times more sales than a paid media impression. In the nonprofit sector, the numbers still apply: 65% of donors learn about the causes they give to from friends and family.

While consumers place more trust in recommendations from people they know, word of mouth marketing is also bolstered by user generated content (UGC). This often takes the form of reviews from customers that are posted on a company’s social media page, web page, a Google review, or on a personal blog page.

UGC is one of the top ways that millennials make purchase decisions. A study by Bazaarvoice found that 84% of millennials are influenced by user generated content when making purchase decisions. And 73% believe it is important to read others’ opinions before making a purchase.

With so many digital resources at our fingertips, it’s easier than ever to chime in with our opinions about products and services. And, WOM doesn’t stop with just one conversation—that first recommendation sets off a chain of conversations that can reach more people in more personal ways than many traditional advertising strategies.

Using Word of Mouth for Your Business

Word of Mouth is essentially free marketing. However, it’s not something you should take for granted. Because of its power and potential reach, WOM can significantly impact your business. Positive experiences lead to positive recommendations. So it’s important to do your part to make each customer’s impression of you as favorable as possible.

cartoon man speaking through megaphone to woman
Business vector created by Freepik

Be Creative

If you invest in a creative, smaller-scale marketing campaign, you’re going to impress a group of people who will tell others about it. Something that is fun and memorable will keep you at the top of a potential customer’s mind, and they’re more likely to share their experience and partake of your product or service.

Deliver Value for Your Customers

When marketing any business, it’s important to know and sell your unique value proposition. A major way to get someone talking about you in a positive way is to simply provide value for them. Whether it’s the personal attention you show to each customer, the ease with which you handle their projects, the special blend of creativity and knowledge you bring to the table, or your unique product offerings, if you are a valuable resource for your customers, they’ll be sure to tell others about you.

Up Your Emotion

Go to any reviews page, and you’re likely to see a similar trend. There will be a wealth of very negative and very positive reviews, with few falling in between. That’s because we tend to share stories that provoked some intense emotion in us. If my dining experience is just ok, I probably won’t tell anyone about it. But if I have a meal that knocks all the other meals I’ve had recently out of the park, I’m going to talk about it. And, I’m going to go back for another meal. Focus on creating experiences that inspire powerful emotional reactions from your customers.

Encourage User Generated Content

woman giving 5 star marketing review
Business image created by Photoroyalty – Freepik.com

As stated above, UGC has a profound influence on consumers’ decision-making. Make it easy for customers to provide feedback on social media, your website, or in some other way. Ensure that that feedback is visible to a wide audience, and don’t separate the bad reviews from the good. A negative comment is a chance for your business to show its human side. You can convey that you are listening to customers and prepared to work hard to improve their experiences.

Share Testimonials

Testimonials from customers and clients is an effective way to make use of UGC in your marketing materials. You can add these to case studies, your website, or printed brochures, to name a few places. Hearing a genuine comment from an actual customer that speaks to a need or desire many of your customers share can be a powerful reason for prospects to keep reading.

Create an Incentive/Referral Program

You can also encourage customers to talk about your business by giving them an incentive to review you or refer your company to someone else. This helps to build goodwill by showing appreciation and working to turn a visitor into a regular, recurring customer.

You can’t control exactly what customers say about your business. But being aware of the power of WOMM means that you can take steps with your marketing toward creating positive and memorable experiences for each customer, so that they’ll be eager to tell others about you.

Ready to create a marketing campaign that will get people talking? Paw Print & Mail can provide you with the design, print, mail, and promotional product components to develop a truly memorable marketing experience. Contact us today!

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