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!

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5 Ways Direct Mail Enhances Digital Fundraising

Emails with young woman holding a tablet

Are your fundraising campaigns multi-channel yet?

Digital developments are changing the way many non-profits fundraise. If you aren’t making use of digital channels to reach your donors, you risk falling behind.

While digital is vital to success, the most effective fundraising campaigns make use of direct mail and digital resources to create a cohesive donor experience, increase gifts, and be more impactful.

Here are 5 reasons to implement digital strategies into your next fundraising campaign:

1) Increase Your Reach

Direct mail is popular because it’s personal. There’s a lot to be said for being able to hold something in your hand, especially when it’s been personalized to you. We are inundated with so many emails throughout the day, and it’s easy for your message to get lost in the shuffle. At the same time, we’re receiving fewer pieces of physical mail. When we do receive mail, it gets our attention. According to MobileCause.com, donors are 3 times more likely to give online due to receiving a piece of direct mail versus an email.

man with megaphone to communicate
Background vector created by Dooder – Freepik.com

Direct mail is effective for making a connection with donors. And it’s even more effective when combined with other methods of communication. It’s likely that your donor base is a diverse group that wants to receive communications in different ways. Donors may be more likely to give online after receiving direct mail. But they also are more likely to act on direct mail if they are getting your message across multiple channels.

2) Create a Cohesive Experience

Because you have so many channels at your disposal, and you know that receiving messages across platforms increases giving, it’s important to be consistent with the look and feel across platforms. That means the same language, tone, imagery, color scheme, message, etc. should be reflected in each piece of fundraising material that you produce.

If you want to make online giving a part of your strategy, start by creating a landing page on your website consistent with your mailing. You can use the mailing to get the donor’s attention. Then, drive them to go to the landing page to learn more, engage with you, and ultimately make a donation. You can continue the theme throughout your email, social media, and other print communications.

One way to make the donor experience more compelling is to have a story at the core of your message. Maybe it’s a specific individual or group who has benefited from your organization. You can tell their story through video, imagery, and quotes, using these throughout your communications and campaign period. The repetition of these elements also helps to instill a sense of familiarity with your organization.

3) Make it Easy to Give

According to Nonprofit Source.com, 25% of donors complete their donations on a mobile device. And, 51% of high-wealth donors prefer giving online. Statistics consistently show that online giving is growing from year to year and that donors appreciate the ease of giving digitally.

However, simply having an online giving platform doesn’t mean you’re creating the best possible giving experience for your donors. Put yourself in their shoes, and go through the process of donating through your site or app.  If there are many steps to making the donation, or your platform does not work for mobile devices, you may want to make some changes. Look into using QR codes or text to give to make your donors’ mobile experience even more user-friendly.

4) Step Up Response Rates

Would you be surprised to learn that annually, 1.3 billion pieces of mail fail to reach the intended recipient? Or that 20% of addresses on nonprofit mailing lists are outdated? This means that 1/5 of the direct mail pieces you send out have the potential to be a dead end, with your message not reaching the recipient.

List hygiene digital data That’s why list hygiene is so important. Mailing to bad addresses not only decreases your reach. It also costs you money and gives you a lower campaign response rate. Plus, it’s simply ineffective. Having a smaller, more accurate list ensures that you’re investing your resources more wisely.

One effective investment to make to improve the quality of your mailing list is to add an Ancillary Services Endorsement on the mail piece at least once per year. By adding “Return Service Requested” to the mailing panel, the post office will return both undeliverable and change of address pieces for you to update your list from. You’ll pay the going postage rate for the returned pieces. But considering the money wasted on undeliverable pieces you are not aware of, this is money well-spent.

You can use digital communications to encourage donors to update contact and address info throughout the year, while keeping them apprised of the goings on at your organization.

5) Provide Value

Donors give because they feel a connection with your organization or mission. This means that your communications with them must be more than just an ask.

Send direct mail simply to stay in touch with donors and provide them with updates about your nonprofit. You can use digital resources to engage donors beyond the giving process. Create a blog for your organization that encourages donors to comment and share. A blog also helps to establish your authority when you write about topics that affect or are related to your nonprofit’s mission. You can direct donors to your blog through both direct mail and digital channels, helping them to understand the goals you’re working to achieve and creating more motivation to give. Blogging is also one of the best SEO strengthening tools in your digital marketing and fundraising toolbox.

Ready to make direct mail a part of your fundraising strategy? At Paw Print we specialize in direct mail fundraising appeal campaign production, taking your mailing from design to print to fulfillment. Contact us today to start the conversation.

Pretty, Professional, & Powerful: Printing with Foil

white folder with red text in metallic ink
The artwork on this folder was produced using an emboss covered with a red metallic foil.

Need something to make your printing pop? Create an eye-catching piece that will get your business noticed and remembered by adding a foil stamp to business cards, invitations, stationery, and other promotional materials

What is Foil Stamping?

Using foil to decorate printed materials has a long tradition. It ties back to the process of gilding, where items like picture frames or furniture are covered with a layer of gold leaf. Historically, manuscripts and books were also decorated with gold leaf and metallic foils.

Brochure imprinted with ink and silver foil
Metallic foils mimic the shine of a diamond on this brochure.

Today, decorating with metallic foil is certainly more common than gold leaf. With a range of materials and objects available for foil imprints, you can affordably add a touch of elegance to your promotional materials.

The Foil Process

The beginning of the process is similar to engraving or debossing. First, a metal die is etched with your design. The die goes into a stamping machine that feeds foil through a set of rollers. Three layers come together: the heated die on one side, foil in the middle, and paper on the other end. In one fluid motion, the die trims the foil to your design, then imprints it into the paper.

Watch foil stamping in action in this video:

Foil can be applied to the even surface of the paper, or it can be combined with other processes like embossing, where a die raises your design off the paper for a dimensional look.

Using Foil for your Business

Green folder with gold foil imprint
This presentation folder was printed with a gold foil.

Foil stamping has a wide range of applications and can be used for just about any project. Some popular uses include:

  • Business Cards: A business card is often a potential customer’s first point of contact with your business. Adding foil to your design will really wow a recipient.
  • Stationery: Create an eye catching and memorable look for your stationery and envelopes by printing them with foils.
  • Presentation Folders: Whether you’re hosting an event or want to organize your marketing materials into one package, presentation folders are an effective solution. And, they look especially striking when printed with metallic foils.
  • Promotional Materials & Packaging: A touch of foil on a booklet, brochure, gift bag, or custom box adds excitement to your products and offerings.
  • Invitations: Wedding and event invitations are one of the most popular places to use foils. Make your occasion even more special by printing an unforgettable invitation with foil stamping.

What’s the impact and benefit of adding foil stamping, embossing, or engraving to your printed image pieces? You’ll instantly make a remarkable and memorable impression. Hand someone a document with any of these finishes and then watch their hands and fingers sweep over the surface, like someone reading braille. This makes your effort “more” than just print. Your print is now making a physical and emotional connection. The power of print.

At Paw Print, we offer foil stamped, engraved, embossed and debossed products. Stop in today to explore our samples and foil choices, and see how foil stamping can help your brand make a positive and powerful impression.

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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!

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.

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Eco-Friendly Promotional Products Speak Volumes

What does it mean to you to be a Vermonter? One thing that has always been a piece of the Vermont brand, and that’s a part of my philosophy, is minimizing our environmental impact. Vermont is overflowing with locally produced items that breathe quality and sustainability. It’s an essential part of who we are as a community.

In the business world, it’s crucial that you can back up your claims.  You want your marketing, including promotional products, to accurately reflect your brand and its core beliefs. If your company has an eco-friendly focus and you’re looking to market your brand with promotional products, there are several options available produced with sustainability in mind.

Vegan Leather

black backpack made of vegan leather labeled with gravity logo in white ink
There are several vegan leather products available. Products include bags, wallets, luggage tags, tablet covers and portfolios.

While leather has long been a base material for many apparel and accessory products, there are concerns regarding its ethical and environmental costs. Many consumers today are choosing to adopt a vegan lifestyle, not only in what they eat, but also regarding the physical products they wear and use. Even those who aren’t committed vegans find issue with the leather production process. It’s problematic for the animals, the environment, and the individuals who tan and cure the leather.

Vegan leather is essentially another term for faux leather. Non-leather alternatives have been on the market for a while, but vegan leather is now taking the accessories market by storm. Bags, watch bands, journals and many more vegan leather products are in high demand. Another factor in its favor is the cost—it’s more affordable than true leather options.

black purse vegan leather with tassel on left
The fashion industry has long been aware of vegan leather, ensuring the availability of several stylish products.

While vegan leather is a synthetic product, the apparel industry is getting smarter and pickier about the materials used to compose their vegan leather. This ensures that consumers can confidently purchase leather alternatives, knowing they are making an eco-friendly choice.

 

 

Biodegradable and Recycled Pens

black, gold and blue eco-friendly pens made of paper and biodegradable plastic
These pens are made of recycled paper and a biodegradable plastic-like material made of corn.

Pens are a staple promotional product, for good reason. They’re inexpensive, useful, and great to give away. However, pens do have a short lifespan compared to other promotional products and are generally not reusable.

The good news is, the pen market is robust, and many vendors are concerned about the impact their products have on the environment. Several options are composed of recycled paper, a corn-based plastic, or a combination of both. In addition to being composed of natural and recycled material, these pens are biodegradable, and have a unique look and feel.

A Shirt Made from Soda Bottles

red haired woman wearing red t shirt and jeans
These blended tees are partially made with recycled plastic bottles.

Recycled options aren’t limited to promotional accessories—there are also eco-conscious options when it comes to apparel. Only a small portion of textiles are currently recycled. But we can expect that number to grow as more consumers are actively calling for greater sustainability in the apparel market.

Several vendors are producing clothing using a portion of recycled materials, including plastic bottles and fibers from other garments. These items maintain the quality of new fiber while giving consumers added peace of mind.

Refillable Portfolios

We may live in a digital world, but there are always times when we need to hand write notes.  A popular trend this year is the reusable portfolio. These items typically consist of a durable outer cover with removable and replaceable inner notepads.

eco-friendly vinyl portfolios three standing upright and two laying open on a table with a pen
These vinyl portfolios have a unique look and feel, and are composed of 100% recycled materials.

Composed of high-quality leather, faux leather, or recycled vinyl, these portfolios are a nice branding opportunity that consumers are sure to use again and again. They are perfect for debossing, which gives the piece a professional look and feel.

Are you interested in marketing with promotional products? We have a wide variety of items, including eco-friendly options, available in our online catalog. Contact us and start a conversation about how promo can help your business today.

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Boost Your Fundraising with Celebrity Status Donors

illustration of small man talking through large megaphone
Background vector created by Dooder – Freepik.com

$44 million. That’s how much was raised during a telethon last September hosted to support victims of Hurricane Harvey. Oprah and Beyoncé joined a cast of celebrities encouraging people to give and fielding calls from donors.

And remember those sad ASPCA commercials starring Sarah McLachlan? The ASPCA raised $30 million in just the first two years of that campaign.

These numbers are admittedly larger than many nonprofits can expect to see from any one campaign. But they show the effectiveness of influencer marketing. It’s an increasingly popular marketing trend, where companies partner with well-known celebrities, politicians, and business people to promote their products. And, it’s an effective sales tool—in 2016, revenue generated from influencer marketing on Instagram alone topped $570 million.

You’ve probably seen countless celebrities starring in commercials as a spokesperson for one product or another. But influencer marketing can be much more involved, with influencers sharing their personal stories and placing themselves behind brands.

As we can see from the examples above, having influential people spread the word about a company or product isn’t limited to marketing. It is also an effective fundraising tool that many nonprofits have made use of.

Consumers trust word-of-mouth much more than any advertisement. Fundraising is similar. According to The Georgetown Digital Persuasion Survey, 65% of donors learn about causes from friends and family. Even if potential donors don’t know an influencer personally, seeing a friendly face creates a connection, often leading to greater awareness of and engagement with that organization.

And, as we know, compelling a donor to give requires making a connection with them. If you’re struggling to do just that, influencers can be helpful, because their stories come across as personal, legitimate, and real.

What Constitutes an Influencer?

Sometimes influential people will discover your organization on their own, organically sharing and promoting your mission. Often, however, it’s up to you to cultivate a relationship with individuals you believe have significant influential power to impact your nonprofit.

So, who will you reach out to? Just because a person is influential does not mean they are a good fit to promote your organization. You’ll want to consider how this person and the audience they influence are connected to you and your mission.

First, define your audience. Who are you trying to reach? If your nonprofit works on a local level, consider regional politicians or local celebrities as influencers. And if your work covers a wider area, look for individuals recognizable nationally or internationally.

Also look at demographics. Maybe you’re hoping to increase the number of millennial donors, as your donor base is aging. Reach out to younger influencers who know how to communicate with that demographic. They’ll understand how to best connect your mission with outcomes millennials are looking to achieve.

Lastly, does this influencer embody your mission? If you’re promoting environmental advocacy, it makes sense to connect with individuals known for supporting this cause. Whatever your goals, make sure your influencer makes sense for what you want to accomplish and who you want to reach.

Influencers don’t necessarily have to be known to a wide variety of people. If they are influential within their field or niche, and the field or niche you’re looking to reach, you can create a successful partnership.

The Power of Social Media

One place that influencers have power is on social media. They often have a large, established base of followers that look forward to hearing from them. By generating compelling content that’s tied to the message or mission of a nonprofit, social media mavens can attract a lot of attention for your organization, making a wider audience of people aware of you and compelling them to give.

illustration reading influencer of social media post with man holding magnet attracting likes
Design vector created by Freepik

The Georgetown Digital Persuasion Survey found that 68% of donors decide to give after interacting with a cause through social media. While donors may first encounter one of your social pages, their first contact with you may be from an influencer’s post.

Think of the viral ice bucket challenge from a few years back. Many people became aware of the cause and chose to donate from seeing celebrities and friends completing the challenge, rather than engaging with an official page from the ALS Association.

You can identify potential influencers by examining engagement with your social posts. There are likely certain individuals who frequently share or comment on your content. As with any influencer, social media influencers can have a larger or more modest following, popular on a national or regional scale. Adding a few of these individuals as influencers can have a larger impact than you might think.

It may seem intimidating to ask a well-known person to promote your organization. But it doesn’t have to be. Not every influencer has to be a VIP. Start small, whether by reaching out to people with a smaller circle of influence or just by asking for a minor commitment to start. You could invite a potential influencer to attend or speak at an event, or to volunteer with you for one day. Over time, it will feel natural to increase the influencer role as your relationship with that individual deepens.

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Why You Should Add Philanthropy to Your Business

gift box wrapped with dollar bills and red bowIt’s the season of giving, and as you celebrate the holidays with family and friends, you may be feeling a renewed sense of generosity and goodwill. At this time of year many of us give not only to those on our gift lists, but also to those who may be struggling to feel the same good cheer that we’ve come to expect during the holiday season.

Many companies choose to give back during the holidays as well. Your business can make an impact by making charitable giving a part of your business model, not only seasonally, but year-round. This kind of altruism isn’t just good for the spirit—it has important benefits for your business as well.

How Charitable Giving Helps Businesses

Giving Motivates Your Employees

While the good vibes of giving a gift may fade after a short while, long-term involvement with a charitable organization has lasting and powerful effects on employee satisfaction. A 2017 survey by Great Place to Work found that employees who had a positive experience of giving back at their companies were:

  •  4 times more likely to give extra to get a job done
  • More likely to be brand ambassadors
  • More likely to want to stay at their companies long-term
business people seated on couch surrounding open laptop
Business image created by Freepik

Another study by the Cone Cause found that employees involved in causes through their company were 28% more likely to be proud of their company’s values and 36% more likely to feel a strong sense of loyalty than employees who were not involved. Philanthropy can also help employees bond as they work together for a cause, building a strong sense of teamwork and morale.

Generate Positive Vibes for Your Brand

When you make a long-term, involved commitment with a charitable organization, awareness of your brand spreads throughout the community. At the same time that you’re doing good, your community learns who your brand is and what matters to you. You’re building connections with members of your community, and your name will be talked about locally in a positive light. And, because word-of-mouth is the top way that consumers make decisions about brands and products, you’ll be generating positive conversations about your brand that will lead consumers to look to you for future needs.

Stand Out from the Crowd

Since not all companies are going to incorporate charitable giving, doing so differentiates you from your competition. The Cone Cause found that in the last year, 41% of Americans bought products because those items were associated with an issue or cause. Consumers, especially millennials, are more willing to purchase products or services from companies that support causes. There is an added sense of trust and of humanity that is present when a brand’s values align with those of consumers—which leads to increased customer loyalty.

Tax Deductions

Sometimes donations of funds, items, and some volunteer expenses can be deducted from your taxes. Ask your accountant for more specific information on how you might do this.

Walk the Talk

First, consider why you are giving back and what cause you will give to. The more personal your causes and reasons for giving are, the more genuine you will come across. And, the easier it will be to share your story. Maybe you or a loved one was helped by a cause, and you want to support others experiencing similar situations. Or maybe you recognize certain opportunities or advantages you’ve had and want others to have those same opportunities. It’s not the size of the gift but the sincerity of your giving that matters most.

Also think about how your chosen cause ties in with your company. If you sell pet food and supplies, you could support local pet shelters. At the same time you’re helping animals find loving homes, you’re creating potential customers for your business who will need to shop for their new pet. Or if you sell women’s clothing, you could sponsor a fundraiser for breast cancer research. Many of your customers may have had experience with cancer or know someone who has, so you’ll be deepening the connections you have with them.

Other Ways to Give

  • Have a portion of overall profits or overall proceeds from a certain product or service go to a charity.
  • Design a product or service specifically for the cause you want to support. You don’t have to give 100% of profits to the charity. But you can market the product as created with the intention of supporting a specific group or cause.
  • Market products as buy one, give one—consumers know each item they buy will be matched and given to someone in need.
  • Set up scholarships to help students succeed. If you’re a tech company, you could support a scholarship that allows students access to special opportunities like coding classes or workshops.

Whichever strategy you decide to use, it’s essential that you are consistent in what you give and when you give. Maybe you decide to give quarterly. You can tell your customers that in the last 3 months you were able to give a specific amount with their support.

Take Action

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Contributing financially to a charity is admirable. However, giving money alone will not have the same impact on your employees or your community as getting involved. Encourage employees to participate in events, serve food at a food shelf, or personally drop off donations. Some companies incorporate days into their annual schedule that employees can take off to volunteer. Consider closing the office for a day and being present to support your cause at a big event.

Being more deeply involved increases your company’s connection to your community, is more meaningful and enjoyable for employees, and helps build your story. Your contributions to an organization are more meaningful and impactful if they grow and evolve over time. And, if you personally interact with your cause, you’ll gain a deeper understanding of who your cause is helping and how they are benefitting from its services. The deeper that understanding, the better you’ll be able to share your story and gain more support for the organization and for your business.

So, let’s put this subject into action! For every like on this article, Paw Print & Mail will donate $2 to the local Meals on Wheels program at Age Well, up to $100. Thank you for your support.

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8 Steps to an Effective Business Card

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These days, we can pretty much find anything we’re looking for on the internet. We shop, research, and connect with others in the digital realm. And it’s where most marketers are being coached to put their resources.

It’s true that digital is here to stay, and it’s opened up a world of possibilities for marketers. However, print still holds a place of prominence in the marketing world. Print has a 70% higher recall than digital, and about 80% of direct mail is opened. With fewer marketers investing in print, it represents an opportunity to give your marketing strategy a unique touch.

A lot of different items go through our doors at Paw Print, but our most popular item consistently continues to be business cards. Often a business card is one of the first things a customer or potential client will receive from you. A well-designed business card can go a long way towards creating a favorable impression of your business, as well as generating engaging conversations between you and your customers.

Why Should You Print Business Cards?

The traditional function of a business card is to provide customers and professional colleagues with contact information, like your phone number, address, and website. While business cards today tend to offer variations of this content, the truth is that this information is easy to find on the web. Having it in a physical form is helpful, but is not as essential as it was in the past.

businessman smiling and holding out business card
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The key role of a business card today is to make an impression. Your card needs to say something about your brand that goes beyond how to contact you. To be the most effective, you need a card that recipients will want to hang on to, so that you will stay top of mind and clients will keep coming back to you for their needs.

Business Card Design Tips

1) Aligned with Your Branding

floral printed business cards on pink background
Logo psd created by Freepik

Consumers today access content from numerous sources, and they expect to be able to move across platforms seamlessly. This includes print, and it means that all of your marketing platforms should consistently utilize the same visual design elements, like color, layout, font, and images.  You will want your business cards to contain these same elements because your card is a reflection of your brand. If your card doesn’t accurately reflect who your company is and what customers can expect from you, it will lead to confusion.

2) Focus on Quality

One of the benefits of print is that there are many paper stocks to choose from. This leads to a wide range of variations in the color, thickness, and feel of paper. It’s important to remember that your business card functions to create a favorable impression of your business, so don’t skimp on quality. A heavier stock has a superior feel and speaks confidence and quality. Your customers will be able to tell and feel the difference.

3) Ensure Readability

It’s important to remember that digital files look different than a final printed product will. Just because you can read something when it’s blown up on a computer screen does not mean it will be as easy to read when printed. Make sure your text is both large enough to read and clear, so that it is not obscured by complicated font or design elements.

4) Talk to Your Printer

Sometimes text or borders can get cut off if they aren’t far enough from the edge of the card. Ask your printer where to place information so it won’t be lost when printed and trimmed.

5) Don’t Forget the Back!

Many business cards are only printed on one side, leaving an empty side you could be using to make more of an impression. While you don’t want both sides to be the same, you can use the back of the card to include another design element or more details about your services. It gives the impression that you offer a well-rounded product or service.

6) Get Creative & Design for Impact

A business card doesn’t have to be a flat, simple rectangle. Printing options today allow for many variations on texture and shape. You could do a deboss on a card to achieve a 3D effect, or use cutouts for a creative touch. Other “wow” enhancements include engraving, foil stamping, thermography (raised ink), die cut shapes, and spot coatings.

7) Simplicity, Simplicity, Simplicity

hand holding black business card with simple white and yellow design
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Consider the bare essentials that you must include on your card. If you really want to drive traffic to digital resources, for instance, don’t include a physical address on the card. Trying to cram too much information and too many design elements onto a small card could make it memorable for the wrong reasons. Simplicity portrays professionalism and the sense that you make things easy for your customers.

8) Convey an Emotion

A big piece of the marketing pie is that people buy on emotion. Consider what emotion you want recipients of your card to experience. This requires a bit more thought, as you have to know who your clients are and what solution or sense of fulfillment they are looking for from your business. How can you portray what you will offer your clients? Try to capture the enthusiasm you have for your business in the card you hand out.

Print has stuck around because of its tactile power. Being able to hold something in your hands improves recall and sends a more personal message than a digital communication. If you’d like to add business cards to your marketing strategy, or feel your current card needs some love, contact Paw Print & Mail today to start the discussion.

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Have You Gone to the Mailbox Today?

Rethink Direct Mail

smiling woman opening direct mailThink about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?

Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.

Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.

Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.

As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient.

What is Marketing Automation?

The basic idea of marketing automation is to use software to replace repetitive manual processes with automated actions. You can find, target, and contact prospects effectively and efficiently. The automation software makes it easy to segment your contact lists and target specific audiences with tailored messages, leading to increased sales for your business. Automation delivers you more qualified leads and makes your marketing more efficient, so that you can focus on high-gain sales activities for your company.

chalkboard with drawn envelopes mailing
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Automation often relies on a trigger system. When a prospect completes a certain action, such as opting in to an email list, it triggers your software to send an email to them. Automation is regularly used for digital marketing processes. The benefit of digital automation is that you can reach prospects instantaneously, increasing the chances of a sale. However, direct mail can be automated too, and it gives recipients something more: a physical and personal experience that stands out from a cluttered email inbox.

Some examples of direct mail automation campaigns include:

  • Seasonal promotions
  • Exclusive offers based on past purchase history
  • Mailings to celebrate birthdays, anniversaries, or to thank
  • Promotional packages, featuring branded products

Case Study: A Real-Life Campaign

profiles of prospective customers
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An essential factor of any automated campaign is to know your audience. Automation software makes it easy to segment your contact lists to find the best audience for your campaign. You can define your best customers and the key demographic and psychographic factors they have in common.

If you’re working in a B2B context, you may find that a certain industry uses your services more frequently than others. It makes sense that you’ll want to engage with similar businesses to find more customers that are like your best customers.

A recent mailing campaign we did followed this model. We identified an industry we frequently worked with, and set out to create a campaign to attract more leads from this group. Having worked with this demographic before, we were able to anticipate common pain points, needs, and desires they face, and create content with those factors in mind.

Before contacting anyone, we put together a compelling direct mail marketing package. Personalized to the recipient, the package showed our knowledge of their industry and reached them on a personal level. The message–we know your problems and desires, and we can help you to solve and achieve them.

The packets included:

  • A letter personalized with the name, address, and institution of the recipient
  • A functional portfolio folder featuring content customized for the recipient’s business
  • A description of our services specific to that audience
  • Contents packaged in a custom envelope

While we were able to create a personal touch with our content, automation allowed us to find and connect with these prospects in a timely, scheduled manner. We purchased data lists that we then compared to our current customer list to exclude our customers from receiving a prospecting packet. Once we identified a qualified list of recipients, we automated the mailing by consistently sending out 10 packets per week. Then, we followed up with a structured phone and email schedule.

We created a personalized and industry-specific mailing and used automation to identify, mail to, and follow up with qualified recipients. We were able to generate business by creating an impression with our direct mail package. It stood out among the myriad marketing messages these businesses received on a daily basis.

At Paw Print & Mail, we specialize in direct mail marketing. Let us help you design, print, and automate your next direct mail campaign, so you can generate qualified leads for your business.

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