Scorpion Marketing 101

scorpion
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!

Subscribe to our email list so you never miss a post from Paw Print!

 

Want More Sales? Ensure Good Word of Mouth

two smiling women drinking tea and speaking in office
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!

Subscribe to our email list so you never miss a post from Paw Print!

Key Reasons Your Nonprofit Needs Branding

Chalk board with branding and marketing words

When you consider the word “branding,” what comes to mind? You may think of well-known companies like Apple or Target, that advertise on a large scale and whose characteristics are immediately recognizable to most of us, who come into frequent contact with them.

But the concept of branding is just as important for small businesses as it is for large companies. And, it’s an essential piece of increasing awareness for nonprofits as well.

The obvious reason for nonprofit organizations to spread awareness of their brand is to increase donations and build a reliable donor base. However, according to the Stanford Social Innovation Review, many nonprofits are stepping up their brand management in order “to explore the wider, strategic roles that brands can play: driving broad long-term social goals, while strengthening internal identity, cohesion, and capacity.”

Why Should You Build a Brand?

Like any other entity, your nonprofit has a unique set of goals, characteristics, and stories. When you bring these together to form a recognizable and repeatable persona, you have a brand. The first thing most people think of when they hear the word brand or branding, is an entity’s logo. While this is one branding element, it’s only the beginning. The style, graphics, and words your organization uses to communicate all convey your brand.

But what can branding do for your nonprofit?

Differentiate

Creating a brand around your nonprofit allows you to separate yourself from the crowd. There are a lot of nonprofits out there (over 4,000 in VT alone!) and invariably there are other organizations with the same general mission as yours. To make a connection with donors and bring precious fundraising dollars your way, you must tell a story that illustrates the unique mission of your nonprofit.

Illustrate Your Goals

black and yellow dart board with multicolored darts
Business image created by Waewkidja – Freepik.com

Helping donors to understand the specific goals your organization is working to achieve is a critical reason for developing a brand. Branding allows you to project your mission as an indelible piece of your organization. Potential donors can recognize these goals as the core of your brand, helping to reinforce your purpose.

Establish Authority

Nonprofits follow the same sales and marketing rules as businesses—it’s going to take multiple touches before a potential donor will make a gift. They will have to encounter your organization several times until it becomes familiar to them. Having a brand allows you to create one cohesive image that you can present to the world. The more a potential donor sees that image, the more recognizable you become, and the more likely they are to engage with you. Branding can also give you a professional image, increasing your sense of authority.

Strengthen Internal Identity

man and woman volunteers posing
Business image created by Peoplecreations – Freepik.com

The Stanford publication referred to branding as a way to reinforce internal identity. While your brand works to become familiar to potential donors, establishing a brand also helps to give your employees, volunteers, and board members something to rally around. They will feel like part of a team, helping to strengthen internal bonds.

Importance of Consistent Branding

A key piece of developing a brand is consistency. By constantly presenting your nonprofit using the same language, imagery, and message, you’re helping to build awareness and create a reliable image for your audience.

You should update all your marketing and fundraising materials to reflect your branding. Your social media content should echo what a visitor to your website or a recipient of your postcard will see. Consistency helps to establish the notion that you have clear, defined goals, and the experience and authority to achieve them.

Consistency can also apply to the frequency of your communications. You may have more activity leading up to an event, but work to stay in regular contact with your audience without being overwhelming. For instance, you could send one mailing per month, rather than several mailings during your campaign period and none the rest of the year.

The Power of Print

Like many nonprofits, you may be using direct mail for your fundraising campaigns. If so, you know that direct mail is an effective way to spread awareness and increase gifts. In part, this is due to the physical nature of a mail piece in our digitally saturated world. It reflects the power of print to connect with an audience—print boasts a 70% higher recall than digital.

In addition to direct mail, do you have other print collateral, such as business cards, brochures, banners/signs, or letterhead? These are all elements that contribute to the building of your brand. Where do you source these from?

By collaborating with a single source for all your printing, you can ensure that the donor experience is consistent. Each print piece can be consistent in terms of color, paper stock, and the overall look and feel.

Also, when you work closely with a source for something as important as fundraising, that source truly comes to know your organization, and can suggest avenues to explore that will accurately and effectively reflect your organization.

Want to talk about building your brand? Paw Print can assist with all your printing, mailing, design and promotional product needs. Contact us today!

 

How You Do Anything Is How You Do Everything

cartoon of businessman riding rocket toward space
Business vector created by Dooder – Freepik.com

The place: a recent introductory meeting with the newly-hired Marketing Director of a local established and respected mid-sized company.

The topic: the state of the company’s marketing collateral.

This is a good-sized business selling big ticket services that regularly invoice in the $100,000 to $1M range. Yet, you would never perceive this when handed one of their business cards or company brochures.

The firm was seemingly still holding on to their start days, when print collateral was designed in-house using Microsoft Word, then printed on the company copier. That may have been appropriate and practical then. But given the size and capabilities of the company now, the state of their print collateral imparts a huge perception gap on the brand.  This company was attempting to continue to grow business and generate leads. However, the amateurism of their branded handouts did not match the professionalism of their work.

First Impression Is Everything

Have you ever heard the phrase “how you do anything is how you do everything”?

The way you handle one situation in your life tends to reflect how you handle every situation. If you tend to be a detail-oriented individual in your personal life, it’s highly likely you are detail-oriented in your professional life as well.

Contemplating the phrase “how you do anything is how you do everything” may incite introspection on many levels. For the context of this article on marketing tips, how you convey your brand can have deep implications for the success of your company or organization.

It’s All About Perception

Returning to the detail-orientated example. Say your car needs service. When you walk into the service center, does the cleanliness and orderliness of the facility and perceived expertise of the staff affect your level of confidence in the work to be done? Do these traits impart a perception on you as to how well you and your car will be taken care of?

Either consciously or subconsciously, your perception and confidence are affected. If the waiting area is clean and organized, and the service writer clearly explains the work to be done, what it will cost, and how long it will take, then you’re more likely to feel confident that the mechanical work will follow suit. Your level of confidence and willingness to refer this business will likely be lower if these details are missing.

This is the power and impact of the statement “how you do anything is how you do everything”! To your current and potential customers, the implications of this statement influence their perception of your entire brand.

This is why it’s so important for every business leader to take time on a regular basis to step back from the daily work routine and ask – how do my customers experience my business in relation to how I’d like them to experience it?

If there’s a disconnect between how you want your business to be perceived and how you actually conduct business, it’s time to take a critical look at potential gaps and make the necessary changes to bring intent and reality into alignment. Your business’ success depends on it.

Focus On Brand Excellence

cartoon businessmen building target
Background vector created by Iconicbestiary – Freepik.com

You are expert at what you do. Your knowledge of your field is extensive and well-versed. But is this reflected in how you present and market your business? Do your actions backup your claims?

You may have just one opportunity to show you have the skills to get the job done, and done right. Whether it’s the manner in which you and your staff answer the phone, the quality and professionalism of your business card and company brochure, your website, asking important qualifying questions, or handling an unforeseen issue…all of these have the potential to generate new business or lose a potential customer forever.

And, just because “we’ve always done it this way”, doesn’t mean it’s the best way to continue if there’s any doubt as to how your brand is perceived. The systems you have in place may function. But to generate consistent, profitable business, you need to be more than functional. You must align all areas of your business to present the same cohesive image and delivery of service.

Your Print Collateral

businessman smiling and holding out business card
Logo psd created by Freepik

Let’s concentrate on print. Say you’re a construction company that regularly builds impressive structures that are made to last, that exceed your clients’ expectations and are always completed on time. You offer a great product, delivered with reliable and excellent service.

To get the word out, you likely have print collateral, like business cards and brochures that you hand out or send to potential clients. Now try this – pick them up, put yourself in your prospects’ shoes, and ask yourself: How do these look?” How do these feel?” Do they show quality and professionalism, or not so much?

Returning to the phrase how you do anything is how you do everything, if your business card is printed on thin, flimsy paper and not squarely trimmed, or your company brochure is not professionally designed, printed on office copy paper, and irregularly folded (yes… we still see this all too often), what does that say about your company? What would you think about a company if you received something like this from them?

Odds are, you’d toss that business card and brochure and look to another company to meet your needs. If a business card doesn’t hold up to the barest scrutiny, it leaves the impression that your product will also come up short.

Take an objective look at your marketing materials, strategies, and policies. Put yourself in the place of the customer. If you’re unimpressed with what you’re seeing, start taking steps to consistently present your business in the best light.

The Takeaway

Not everyone you come across is going to come to you for their needs. But by consistently presenting quality marketing collateral, you can ensure you’ll stay top of mind with customers. They’ll hold on to your business cards, and they’ll think of you before calling anyone else.

Want to revamp your marketing strategy, but aren’t sure where to begin? At Paw Print, we have the knowledge and tools to assist you with all your print, direct mail, and branded promotional product needs. Contact us to start improving your branding today!

Subscribe to our email list so you never miss a post from Paw Print.

Is Your Website ADA Compliant?

oversized laptop surrounded by people on laptops with skyline background
Background vector created by Makyzz – Freepik.com

Is your website ADA Compliant? Did you know it should be? If not, you aren’t alone. ADA compliance marks a major change to the digital marketing world. It’s important to know how your website stacks up.

What is ADA Compliance?

Years ago, we didn’t have designated parking spots for those with disabilities, or ramps to allow wheelchairs easy access to buildings. Today, it’s common to see these, which is due to the Americans with Disabilities Act (ADA). This law was enacted to ensure that all individuals have equal access to a business’s goods and services.

Under the law, a business is considered a place of public accommodation, and must remove any barriers that would keep a disabled individual from accessing that business’s offerings. While this has long referred to physical barriers, in 2010 there was a request from the US Department of Justice to amend the law to include the digital realm, namely websites.

Currently there are no strict guidelines that legally require websites to be accessible for people with disabilities. However, lawsuits have been successfully made against companies that lack accessibility features.

What do you need to know? Don’t be caught off guard. Until recently, most marketers didn’t know about ADA compliance. This gave them no way to prevent lawsuits, because they lacked the knowledge that there even might be a problem.

The ADA status on websites was expected to be finalized this past January. While that fell through, the courts continue to step in and file lawsuits against companies whose websites are found to violate current ADA guidelines. Be proactive by making changes to your website now. Besides potential legal issues, it’s good business practice to make your site as accessible and easy to navigate as possible for all your customers.

Make Your Website ADA Compliant

drawing of man building a websiteThe best way to understand how your website stacks up against compliance standards is to do a comprehensive assessment of your site. You may want to contact your website service provider for more specific information, and to make changes you’re unsure how to enact. The Web Content Accessibility Guidelines (WCAG) 2.1 give a comprehensive overview of what is required for different levels/standards of compliance.

Some common adjustments you can make to your site include:

Alternative Text

Each image you include on your site should have an alt text description. Visitors to your site may be unable to see images, or the images themselves may not render on all devices. Alternate text will fill in the blanks, allowing visitors to understand the content presented in the image and what information you are trying to convey. Website builders like WordPress clearly identify where to place the alt text when adding an image. The words you use in your alt text descriptions are also important–learn how to write effective alt tags. Effective alt text labels also serve to help with Search Engine Optimization (SEO).

Audio & Video Transcripts

For every video or audio clip you include on your site, it’s helpful to include a link to a page with the content transcribed into text, for those who can’t hear the audio or who cannot view the video properly on their device. Also include captions on the video itself.

Contrasting Text

Your website will be more functional for all visitors if text is at a high contrast to the background, making it easier to read. If the background color of your “Products” page button is too close to the text color, it will be difficult for visitors to read the text and understand where that button would take them.

Keyboard Navigation

Some people must use a keyboard rather than a mouse to navigate on the web. So, your website must be fully navigable using only a keyboard. Some websites are set up so that just by pressing the “Tab” key, a visitor can move across the heading and sub heading categories of your site, easily finding which page they want. To make this function easier, it’s important to have consistent navigation throughout the site. All headers and footers should appear the same on each page, with the same buttons linking to the same pages.

Links

Include clear links to your home page as well as to a site map page. From the site map, visitors can easily find the page they’re looking for without navigating through your entire site. Don’t underline text that is not an actual link. And, do not include redundant links to the same content on the same page.

Page Titles

Ensure your page titles clearly and accurately describe what is found on that page. Also, your pages will be read better by screen reading software if you give different weight to your titles and move in ascending order as you go down the page. For example, the title of the page should be designated as H1. Your major subheadings should be H2, and secondary headers should be H3.

Forms

Forms must be clearly labeled and readable by screen reader software. Make form submission buttons specific; rather than “Submit” try, “Place an Order” “Contact Us” “Sign Me Up” etc. This ensures clarity as to what process that form is completing.

Developing a website that is easy to navigate for all visitors creates a win-win situation. When potential customers have a pleasant experience visiting your website, they’re likely to stay on your site for longer periods of time and come back to you when they’re searching for something new. More traffic means more business, and more happy customers.

Subscribe to our email list so you never miss a post from Paw Print!

5 Considerations for Creating Standout Mail Pieces

Woman reading direct mail piece

When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.

1) Trim Size:

If you want the lowest possible postage cost, go with a standard 3.5” x 5” postcard. Choosing a non-standard size will cost more in postage, but it will make your postcard stand out. “Why is that one different?” the recipient wants to know. It might even be the first piece they pick up. What’s that worth?

2) Weight:

Consumers tend to associate the weight of the stock used in the mailing with the quality of the brand and, by extension, the product being marketed. Heavier weight stocks command respect and attention. Learn more about choosing the right paper for your brand.

3) Texture:

In a sea of smooth envelopes, mailers with textured finishes get noticed. From high gloss and spot varnish to specialty processes, there are lots of options to choose from.

a sampling of Classic style textured paper stock
Printing on textured stocks gives your printing a unique look and feel.

4) Direct Mail Personalization:

Even the use of someone’s name on the front of a post card will engage the recipient more than a static card. This engagement might only last for an extra fraction of a second, but sometimes that is all you need.

5) Color:

Why use a standard white background when you can pick from a range of vibrant colors? Use knock out type, graphics, and images on dynamic backgrounds to get your mailer to jump out of the box. If your mailbox is a sea of white envelopes and one bright red one, which one would you pick out first?

There are lots of ways to get your direct mailer to stand out from all of the others. Why not try something you have not tried before?  You just might love the results!

At Paw Print, we’re poised to assist you with all the design, printing, and mailing services you need for your next direct mail campaign. Contact us to start marketing with direct mail!

Subscribe to our email list so you never miss a post from Paw Print!

Understand Your Audience for Marketing Success

diverse audience of people facing forward
Background vector created by Freepik

How well do you know your audience?

It’s a question that marketers and fundraisers regularly ask themselves. You may have a general idea of the types of people who are purchasing your products or giving to your cause. But crafting compelling messages requires a deeper knowledge of what resonates with your constituents. The most effective campaigns are those that reach people on a relevant, personal level.

To create content that an audience connects and engages with, you need to understand what motivates them to act. Look beyond basic demographics, like age, gender, location, and income (though those are important to know). Think about what your typical customer needs—what will help them achieve a desire or resolve a fear? And, what are those desires and fears?

Once you know what drives your customers, current and potential, you can craft marketing messages that speak to and resonate with them. To learn what those messages are, you can consider specifics about what you’re offering. Why would someone buy this item? What are they hoping to achieve? Or, why would someone give to my organization? What outcomes are they hoping to achieve or be a part of?

The best way to understand what your audience wants and what matters to them is to talk to them. Send an email campaign asking your list what topics or offers they’d like to see more from you. Reach out on social media, encouraging people to share their opinions on blog posts and hot topics. Better yet, sit down face to face with a top client and talk about their needs and experiences, and how you can help them get where they want to be. This kind of information is invaluable as you work to better reach your customers and enhance their trust in you.

How Does Your Audience Consume Content?

young woman seated in cross legged position on floor using white tablet
People image created by Nensuria – Freepik.com

One piece of knowing your audience is understanding how they consume media and access your content. Your current marketing strategy may consist of a blog, email list, and a social media page or two. You’re proud of the content you produce, both visually and for the quality of the information.

But it’s important to remember that marketing is a constantly changing playing field. By sticking with methods you’ve used for a long time without understanding their effectiveness, you may be investing time and money into a channel or strategy that just isn’t performing.

It’s not to say that your current strategy isn’t working. It’s just important to make sure that it is, and to be aware of which channels have the greatest reach with your audience.

Take a good look at your marketing channels and ask yourself questions. How are people finding your blog? Are they going directly to your blog page, clicking an email link, or finding the post on social media? Are recipients opening your emails? How are people engaging with you?

Also think about your target audience. Are they using email? Are they on Facebook? If you want to connect with older folks, for instance, focusing on Facebook might not be as effective as direct mail.

Your current audience could also be different than the audience you’re looking to reach. Maybe your customer base largely consists of an older demographic, and you want to reach more millennials. If so, it’s important to recognize that a strategy that worked for one group may not work as well with another and to determine, over time, what channels to invest in to ensure you’re reaching your intended audience.

And, you may be surprised by what people are consuming and how they do so. Millennials, for instance, consistently open direct mail and report that they enjoy reading mail, more so than older generations.

Measure for Marketing Success

You want to gain a better understanding of what your audience finds compelling. But where to start?

Before you take on any new marketing strategies, you need to know what’s currently working for you and what isn’t. Tracking your marketing is essential for improving response rates and achieving new goals.

drawing of hand holding magnifying glass over line graph
Infographic vector created by Photoroyalty – Freepik.com

Depending on the marketing channels you use, there are different ways to track effectiveness. On social media, it’s relatively easy to see what types of posts are performing best with your followers. What content is getting the most shares and comments? Those are the types of posts you want to share more often.

If you’re using email automation software, there are usually metrics available that track data. These include open and click-through rates, unsubscribes, and bounces. For your website, you can use an application like Google Analytics to understand how many visitors are coming to your page, how they get there, and what pages/links they go to on your site.

Direct mail can also be very trackable. Include a coupon or return envelope that the recipient will have to return to you. Or try using a code that must be entered online to receive the offer. When you know how many pieces of mail led to an action, you can determine what content generates a response.

Email and direct mail are also effective for A/B testing. This involves creating two versions of a campaign that differ by one element. For email, it could be two different subject lines, or two different offers or images for direct mail. Try sending out each version in equal quantities. Then, you can track which email is opened more or which imagery or words lead to more gifts from donors.

In addition to reaching more people more effectively, tracking makes it easier to work toward and achieve marketing goals. Setting specific goals for your business or organization is important. Say you want to increase customer retention rates by 15%. Tracking customer data allows you to monitor exactly who is purchasing from you and how certain content or offers are affecting return business.

Now that you know the importance of tracking, you can take on new campaigns with measurement in mind.

 Targeting

target with arrow in center surrounded by graphic representations of marketing elements
Background vector created by Makyzz – Freepik.com

A benefit of having more knowledge is being able to better target your audience. As you get to know your constituents, you’ll likely find several different groups within the larger group of your customer base. Rather than sending a generic message to your whole list, you can now craft multiple messages around what will motivate each group. Sending more targeted, relevant messages to your audience will increase response rates and engagement with you.

Targeting is possible across marketing channels. With direct mail, you can segment your mailing list into groups. Instead of a single mailing, you can create multiple versions of your mail piece with different wording, imagery, or offers, sending a different version to each group based on their needs and interests. You could also send a mailing to just one group if you have something specific for them.

Email is similar. Lists can be segmented based on how often recipients want to receive content from you, the types of content they want to receive, whether they are part of a customer loyalty program, etc. On your blog, you can create content for a variety of categories based on customer interests. At Paw Print, we write blog posts that are B2B and B2C related, and other posts with information specific to our nonprofit clients.

While social media posts appear to all your followers, you can target any ads that appear on social media sites. Today’s algorithms allow targeted ads that will appear to very specific audiences, such as women between 35 and 50 who are interested in travel.

Need help reaching your audience? At Paw Print & Mail, we’re prepared to assist you with developing marketing strategies that are targeted for your intended audience. From direct mail to copywriting to promotional products and content marketing, we have the tools to make your message heard. Contact us today!

Subtle and Effective: Printing with Emboss or Deboss

Embossing with gold foil reading Golden Blacksmith
Embossing gives your printing a unique look and feel. Ribbon vector created by Freepik.

When you think about printing you may be thinking of a printed sheet as a flat, 2D product. But in fact, what makes print such a compelling and effective medium is its physicality. Holding a printed item in your hand, whether it’s a brochure, postcard, or envelope, is shown to increase marketing success. Print boasts a 70% higher recall over digital, is trusted 34% more than digital, and is easier to process—92% of individuals ages 18-23 find it easier to concentrate on and process printed content.

Print has power. And when you’re able to get your printing in front of potential lead, you’ve got to make it count. You can make your printing more powerful by using artistic techniques like embossing and debossing.

What is Emboss?

Red folder decorated with embossing reading Cathedral Square Corporation in white
This folder was decorated using both a blind emboss (background image) and a one color emboss (text).

Embossing produces a raised, 3D effect on the printed item. It is visible on both sides of the piece: as a raised surface on the front, and an indention on the back side. Two dies, or metal plates, are used, one for the front and one for the back. The paper is sandwiched between the plates at high pressure to create the emboss.

You can use what is called a “blind emboss” where the raised surface is the same color as the paper. Or, you can apply ink or foils to make the emboss really pop.

What is Deboss?

Consider debossing as the opposite of embossing. Rather than creating a raised surface, debossing uses a die to imprint your logo or image into the surface material, giving an indented or depressed look. As with embossing, the debossed area can be filled with ink or foil, though a blind deboss is also a common choice.

debossed journal reading Behind the Barrel, Wild Turkey
Debossing is able to capture your artwork in fine detail.

While both embossing and debossing have been a part of the print industry for many years, you won’t see this method decorating just any product. Adding an emboss or deboss to your printing can give your items something extra, that’s sure to get noticed.

When you hand someone a business card that’s embossed or debossed, it’s guaranteed that they’ll pause and feel the textures, creating an instant “wow” impression. The same is true when receiving a letter on letterhead that’s embossed/debossed. If you want to make an impression, this method will do it!

Subtlety of Debossing with Promo

brown leather journal with white stitching and debossed artwork
Leather and faux leather materials are ideal surfaces for debossing.

Another area in which debossing has found popularity is with promotional products. Debossing looks impressive on paper. And it’s especially striking on items made of leather, faux leather, or vinyl. Journals, portfolios, and luggage tags are popular items on today’s promotional products market. Imprinting these products with a deboss rather than a screen print will create a very different look.

When deciding how to brand promo products, a common question is, how much branding? It’s always important when marketing with promo to know who your audience is and how they will be using your items. What you choose to imprint and how you do so are big pieces of that decision.

Often, branding is most effective when it is subtle. A potential customer may not want to use a journal with your logo imprinted in bold colors across the front. If they are just starting to work with your company, they probably aren’t ready for that level of brand engagement.

This is where a deboss can be the perfect solution. Blind debossing can create a more sophisticated look without being flashy. A smaller, debossed logo may be more impressive to a potential client than a large printed one. And, if they are more excited about the item, they’re more likely to start using it.

At Paw Print, we offer embossed, debossed, engraved, and foil stamped products. Stop in today to explore our samples and see how embossing and debossing can be excellent choices for your brand.

Subscribe to our email list so you never miss a post from Paw Print!

Finding Graphic “Arts” Again with Engraving

sample engraving, the beauty of engraving

It’s no secret that digital printing revolutionized the print industry. It has allowed commercial printers to print more, faster, while maintaining quality and consistency across a print job.

And those are all good things. However, the beauty of printing lies in its versatility. While sometimes a short turnaround time is needed, there are occasions when producing a piece using more traditional and artistic techniques is better suited for your brand or message. These so called “old school” processes aren’t as commonly seen these days, but the impression they leave is one of quality, craftsmanship, and class.

Engraving

One such technique is engraving, a printing process that’s been around since the mid-15th century. In fact, there is evidence of humans etching on shells as far back as 500,000 years ago. Engraving has a long history. It’s a time honored tradition that creates not just a finished product, but a piece of art.

To engrave, copper or zinc plates are first etched by hand or by machine. The etched plates are then coated with ink and passed through a printing press under high pressure. This gives the piece a raised look and unique, textured feel.

Watch the process in action in this video:

The Beauty of Engraving by I DO Films from Beauty of Engraving on Vimeo.

As you can see, this is a hands-on process involving many steps. And it’s worth the extra effort. Engraving catches fine details that may be lost during digital printing, creating a finished piece with a look and feel that stands out from the crowd. Want to make a good first impression with your stationery? Engraving will hit the mark.

Like what you see? At Paw Print, we offer engraved, embossed, debossed, and foil stamped products. Stop in today to explore our samples and see how engraving can be an excellent choice for your brand.

Subscribe to our email list so you never miss a post from Paw Print!