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. Look for 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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Hot Branded Products for 2018

2018 written with sparklers
donorlynk.com

What will 2018 be for you? At Paw Print, we’re looking ahead to a year of adventure, movement, and being outdoors. It’s no coincidence that Pantone’s Color of the Year for 2018, Ultra Violet, is described as a “thoughtful” and “forward-thinking” hue.

Expect this theme to carry over into promotional products this year. There are many items on the market encouraging exploration, environmental advocacy, and activity. You can ensure these descriptions come to define your business by incorporating related promotional products into your marketing strategy.

A key rule of an effective promotional product: it must be something your audience will use. Here are some items consumers will want to use, again and again.

Stainless Steel Water Bottles:

Let’s face it—we live in a world run by plastic. So many of the items we encounter daily are composed partly or entirely of plastic.

What’s a better alternative? Metal.

Metal water bottles give a sense of quality and class—this is not your average drink ware. Expect to see a preference for metal and glass bottles to continue through 2018. Metal water bottles, specifically those composed of stainless steel, are long lasting, durable, healthier and travel well. They’re at home at your office meeting or on top of a mountain.

Other benefits of stainless steel bottles include:

  • Don’t retain flavors: ensure a fresh taste with every drink
  • Toxin free: even BPA-free plastic can leach other toxins into your drinks
  • Keeps drinks colder and hotter for longer periods
  • Money saver: over time, using a reusable metal bottle versus disposable plastic will save consumers a significant chunk of change
  • Environmental benefits: most disposable plastic water bottles are not recycled, and require a lot of energy and fossil fuels to manufacture and distribute

two metal water bottles gray with blue and white logo and copper with white logo

 

A popular style on the market today, this 17 oz bottle can be ordered in a variety of finishes and colors. Composed entirely of stainless steel, the bottle includes copper vacuum insulation to keep your beverages cool or hot throughout the day. With a sleek design and quality materials, stainless steel bottles are sure to be popular with your customers and employees.

 

glass water bottle with steel lid decorated with orange and pink dunkin donuts logo

 

If glass is a better fit for you, this 20 oz option includes a steel cap and full glass body. Though perhaps not the best choice for more strenuous adventures, glass still offers an environmentally friendly solution and is a great branding opportunity. You can imprint all water bottles with the logo of your choice.

 

Doohickey:

silver and black carabiner tools

Have you ever looked at an unidentifiable item and wondered, what’s this doohickey? The official doohicKey brings many doohickeys into one. You can measure, cut, tighten hardware, and open bottles, all with one tool.

I can think of several occasions where I knew exactly what item I needed, but just didn’t have it. You’ve probably been in similar situations, as have your customers. The doohicKey is a multi-functional tool for on-the-spot action. It’s made of stainless steel, so it’s sure to last. And it can be engraved with your logo, so you’ll stay top of mind with your audience. They’ll be prepared for anything!

Socks:

When you get dressed in the morning, there’s a pretty good chance socks are included in your outfit for the day. If you work in a corporate position, there may be a dress code that makes it hard for you to express your personality. But you can often add a bit of character to your outfit with fun socks.

colorful sock on foot depicting corporate logo

Now you can give your company some extra personality with socks branded with your logo. Create a fun and functional promotional giveaway with both full color print and embroidery options.

two striped socks embroidered with business logos on cuff

When I was a kid, socks were a bit of a disappointing gift; but now, I always look forward to receiving a fun new pair for my collection. Fans of your brand will be eager to wear your socks wherever life takes them.

Want to add energy and excitement to your branding? Incorporating fun promotional items like these into your marketing strategy is sure to turn some heads. At Paw Print & Mail, we can help you find just the right promotional products to promote your company. Stay tuned next week for our top picks for apparel in 2018!

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Color Trends: The History of Pantone

smoky purple background with white text color of the year 2018 pantone ultra violet

Provocative. Thoughtful. Forward thinking. What do these words mean to you? They’ve been used to describe the 2018 Pantone Color of the Year: Ultra Violet.

Whether or not you’re a fan of the shade, Ultra Violet has been chosen as the most fitting color for the year ahead, and we’ll likely be seeing it everywhere. But what is Pantone, and how does a color become the Color of the Year?

The Power of Color

When you think about a brand, what is the first thing that comes to mind? For many consumers, it’s color. We tend to make judgments about products within 90 seconds of first seeing them. And, up to 90 percent of our decision is based on color alone.white head with colorful arrows pointing outwards

Color is an essential piece of branding. To ensure a color is associated with your brand, you need to be consistent with it. This means that for uniformity, the exact shade must be used across marketing: the same shade of green for every Starbucks sign, the same red for each Coke bottle, and the same yellow for each imprint of McDonald’s’ golden arches. A color can even be trademarked if it is determined to be a critical distinguishing element of your brand.

The easiest way for printers to ensure color consistency is by using a color matching system, where each shade, tint, and hue is assigned a unique number. There are many variations of “light blue.” But with a color matching system like Pantone, any printer anywhere can recreate the exact shade of blue you’re looking for just by knowing its numerical ID.pantone color wheel

Pantone isn’t the only system of its kind, but it is the most well-known. In the 1960s Pantone was a printing company that produced, among other things, color charts for different industries. But at that time, colors were printed based on color name, which led to reprints and inefficiency. Pantone employee Lawrence Herbert bought the company and released the first Pantone Matching System (PMS) guide in 1963, to reduce variability in color printing.

At Paw Print, we use Pantone regularly to ensure the color side of the printing process goes as smooth as possible. Knowing the PMS color of your logo makes it easy for us to guarantee color consistency across all your print materials. With over 1,800 colors defined for printing by Pantone, we’re sure to find the right shade for your brand.

Color on Trend

Over the years, Pantone has expanded its market to provide color standards for other industries as well, including interior design and fashion. Because of this, Pantone is more tuned-in than ever to the color trends that consumers are looking for—and they’re setting trends themselves.

In 2000, they launched their first Color of the Year, a Cerulean blue. Cerulean was associated with optimism, which reflected the cultural pulse and current events of that time as we prepared to enter a new century.

With each color since, Pantone has followed the same process: paying attention to world events and gauging current emotional and cultural trends. Every December, they release their chosen color for the following year. The color is especially important to designers, as it sets trends for apparel, home décor, and other consumer products that will be followed throughout the year to come.four mugs printed with pantone colors

In addition to releasing the color, Pantone produces licensed products like mugs and suitcases, which are popular with a broad market. Earlier this year, they released “Love Symbol #2,” a purple shade created to honor music icon Prince. They’ve also worked with Sephora to develop makeup palates focused on the Color of the Year, showing how important color is for personal as well as corporate branding.

What do you think of Ultra Violet? How would you use this color? Let us know!

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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 survey earlier this year 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, and 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 is learning 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 in the community 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, so you can tell your customers that in the last 3 months you were able to give a specific amount with their support.

Take Action

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

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

woman pointing at business card
Logo psd created by Freepik

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
Logo psd created by Freepik

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
Logo psd created by Freepik

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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Consider the Subtle Branding Approach

Branding-paw-print-and-mailEach morning as I prepare for work, I gather up the essentials: keys, phone, lunch, and travel mug. Whether I’m in the mood for coffee or tea, starting my day with a hot beverage is part of my routine, and it’s probably part of yours too. My mug gets a lot of use, but it’s not only functional—it also makes a statement. With a bright colored body and bold logo, my mug shows that I’m a proud graduate of my college. I’m not just drinking coffee; I’ve become a brand ambassador for my school.

While I could use any mug, I chose one that makes a statement with bold branding because the connection to my school is an important part of who I am. However, such branding is not the right fit for every product or every customer. Sometimes a subtler branding approach may lead to more engagement from a prospective customer—and more sales and leads for your business.

Why Use Promotional Products?

Branded promotional items are everywhere these days. It’s likely you have several yourself. Promo marketing includes the basics, like branded apparel, mugs, and pens, and also things like golf balls, kitchen items, and car accessories. You could even get a branded toaster, if you wanted. Your options for promotional products are nearly unlimited. But what is the real benefit to using them?

According to the British Promotional Merchandise Association (BPMA), advertising with promotional products directly correlates with improved brand recognition and increased sales. It’s also been shown to have a higher return on investment than other marketing strategies.

Including promotional products in your larger marketing strategy increases the effectiveness of your other marketing methods by 44%. And a study by Promotional Products Association International (PPAI) found that 52% of survey respondents did business with a company after receiving a promotional product from them. Promotional product marketing increases brand awareness and gives your company an edge over the competition.

Where Do I Start?

Target-Branding-Paw-Print-And-Mail
Background vector created by Iconicbestiary – Freepik.com

The key to effective promotional products is that they must be useful to your audience. An item like a pen will get widespread use, but to make the most of promo marketing, you have to think deeper about your customers. Even if you create a quality product, if your target audience doesn’t regularly use that item, your marketing will not be as effective.

So, if you have a fitness center, you could have branded water bottles or t-shirts. Or, if you’re in the technology field, try mousepads or USB drives. If your customers not only use the products, but use them when they’re making decisions related to the products or services you offer, you’ll stay at the top of their minds.

Functionality is essential, but another factor to consider is the branding itself. Sticking your logo all over an item may not always be the answer. How much branding is too much branding?

The Subtle Branding Approach

Promo-product-stat-paw-print-and-mail

There are a number of ways to include promo products in your marketing. You can give them away at events, you can sell them, you can wear them, and you can include them in a mailing package to reach out to prospects or to thank current customers.

Each of these approaches connects you with a different audience. One way you can differentiate is to choose a level of branding that corresponds to your audience’s level of brand awareness.

In the example of my mug, I want to be a brand ambassador and use a product that promotes and reminds me of my college. That level of branding appeals to me in this instance, but it won’t appeal to everyone. It may seem that placing your logo on an item your audience regularly uses would be a win-win—they’ll use the item, and your business will be promoted. But if you go overboard with branding, it could be too much for people who aren’t already affiliated with you, and you run the risk of your item not being used at all.

The more personal and/or professional a promotional product is, and depending on how, when, or by whom it may be used, the subtler your branding on that item can be. For example, a journal or portfolio binder are items a professional may enjoy receiving. But, will they tend to use it if your logo is splashed all over it? Such an item is more “yours” than “theirs,” so consider this when designing and purchasing certain types of promotional products.

You could choose to keep your branding, but tone it down. Maybe you convert your colorful logo to a neutral black or gray. You still include it on a promotional item, but make it smaller and place it on a sleek, quality product that will impress your audience.

Another way to be subtle is to include branding that is not specific to your company. You can position the promotional item to elicit a concept or best practice that your audience can relate to. Say you’re a company focused on energy efficiency. You could have promo items like an eco-friendly water bottle or journal decorated with an image, phrase, or artwork that your customer base (environmental advocates who support clean, efficient energy practices) will relate to. It represents your company more subtly than a basic logo.

If I were a long-time customer of your energy company, I may be likely to use a product branded with just your logo, because I support what you do and want other people to understand your mission and utilize your services. But if I were a prospective customer who was just learning about you, a product emblazoned with your logo is more likely to end up collecting dust. If you can connect with your audience based on a concept they relate to, you’re taking a step towards making them customers and brand ambassadors.

What’s your take—should companies use more or less branding on a promotional product? What branded products have you received and love to use? Let us know!

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7 Reasons You Should Be Mailing Postcards

Direct Mail Works for You

Postcards_Paw_Print_And_MailDo you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out from the rest.

What about direct mail? Some days, my household doesn’t receive any. So, when I do find something in my mailbox, I tend to remember it, and I certainly notice it.

In our increasingly digital world, direct mail is often seen as an outdated and ineffective marketing strategy. But there are many statistics in its favor:

  • About 80% of direct mail is opened
  • 70% of Americans believe mail is more personal than digital communications
  • 56% of consumers have tried a new business, and 70% have renewed relationships with businesses, after receiving direct mail from them

And that just begins to scratch the surface of the powerhouse that direct mail can be for your business. It’s even more effective when used as part of a multi-channel marketing strategy. Direct mail is also a versatile medium, allowing you to be extremely personal with your audience and adding interest with a range of colors, textures, and shapes.

One of the most popular direct mail formats is the postcard. 56% of postcards are read by direct mail recipients, the most read of any direct mail piece. If you haven’t included postcards in your marketing strategy, here are 7 reasons you should consider doing so.

1. Strong Visual Potential

Postcards are attention-grabbers, standing out among the typically white envelopes that fill our mailboxes. A challenge of direct mail is enticing recipients to open an envelope, but with postcards, everything is immediately visible. Your message is right in front of the reader, increasing the chance that your audience will read your content and follow through on a call to action (CTA). It’s an opportunity for you to get creative, with exciting visuals, colors, and shapes.

2. Concise Content for Consumers

There are many media and marketing messages competing for our attentions on a daily basis. Consumers are short on time, and must be selective in the content they read and watch. Postcards don’t offer a lot of room to get technical, so they require you to be concise with your message. Short, compelling copy combined with attractive visuals effectively gets a message across to your reader, striking their interest and leaving them wanting more.

3. Postcards Save Time and Money

Direct mail is a versatile medium, and each type of mailing has its purpose. More costly mailings can be very effective, but postcards are an affordable option that allows you to cut down on costs while still delivering a compelling marketing message. Postcards are also faster to produce than other mailings. They require no folding or envelope stuffing, and you can eliminate the need for labels by printing the address right on the card.

4. Craft Targeted Campaigns

Other traditional forms of advertising, like television or print ads, allow you to reach a wide ranging but not highly targeted audience. With direct mail, you know exactly who will receive your message, and you can craft that message accordingly. Since postcards are relatively easy and inexpensive to produce, you can create different versions to send to segmented audiences based on demographics like location or past purchase history. Messages that are more targeted toward the recipient are more likely to be acted upon.

5. Pursue More Leads

Additionally, postcards are a better direct mail format for pursuing leads. Current customers are likely to be more receptive to receiving in-depth communications from you. But if a recipient doesn’t currently have a relationship with your company, you have to work harder to pique their interest. Since postcards are inexpensive and visually engaging, they can be used to introduce a prospective customer to your company in a visually compelling way, and encourage them to connect with you.

6. Measure Mail Effectiveness

Direct mail campaigns are more meaningful when you measure how effective they are at compelling your audience to act. A postcard with a concise CTA is easier to measure, especially when your CTA includes a coupon or special offer. As recipients use the coupon or take you up on your offer, you’re able to see whether your mailing had the result you were hoping for, or whether it fell flat. You can easily adjust your postcards to do an A/B test, sending multiple versions at one time to find the offer that most effectively converts your customers.

7. Encourage A Conversation

Postcards are a great format for promoting events, as you want lots of visuals and color to encourage people to attend. And, though postcards can be personalized, the format encourages them to be shared in a way that a letter wouldn’t be. A postcard may be viewed by multiple members in one household, increasing the reach of your message and generating a conversation.

At Paw Print & Mail, we’re specialists in direct mail marketing strategies and fulfillment. Contact us today to enhance your direct mail marketing strategy.

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Copywriting vs. Content Writing

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Business image created by Katemangostar – Freepik.com

Think about the last ad you saw, watched, or heard. Maybe it was a radio jingle that’s now stuck in your head. It’s catchy, right? And it was likely written by a copywriter.

Often the words “copywriting” and “content writing” are used interchangeably, but they’re actually quite different approaches to marketing, requiring different techniques to be successful. Though they function differently, copywriting and content writing ultimately have the same end goal: to generate leads that convert into sales. And both are essential tools of a well-rounded and successful marketing strategy.

So, what’s the difference? How can you make use of both to jumpstart your marketing?

What is Copywriting?

Advertisements are everywhere in our lives. We see them in print and on the web, hear them on the radio, and watch them on TV. Experts estimate that each of us is exposed to an average of 5,000 marketing messages per day.

Of course, our minds don’t register all of these messages, though many slip through our subconscious. We may only consciously register a handful of the ads that we see, and it may take multiple impressions before an ad sticks in our mind.

With so much competition out there, it’s critical that your message stands out and leaves an impression. That’s why good copy is so important. Think about slogans like Nike’s “Just Do It” or “I’m Lovin’ It” from McDonald’s. Hearing these phrases triggers an immediate association with the brand, and they have inspired brand loyalty.

These slogans are an example of good copywriting, and illustrate the basic idea of what copywriting is: short-form content written with the intent to drive sales. We can define copywriting as writing meant to persuade the reader to take an action, typically to purchase a product or service.

Copywriting appears on any kind of advertising content you can think of, including a direct mail piece, a website landing page, a digital or print advertisement, and a sales email. All these pieces function as channels to increase company sales. While copywriting is not branding, it works to fuse your products/services and your company personality together to create a brand identity.

It’s important to be concise with copy. You have a limited amount of time to gain someone’s attention, so your copy must be short enough to be consumed in one glance (think “Just Do It”) or compelling enough that readers will be intrigued and eager to read more. You can think of copywriting as a three-step process:

  • Create an emotional connection with your prospects by identifying a major pain point or desire.
  • Cultivate need by showing that escaping pain or achieving desire is possible for the prospect.
  • And position your product/service as the solution (with a call to action).

What is Content Writing?

In contrast, content writing is written to inform. It should also be engaging, if not entertaining, and it must align with your brand’s personality and voice. Though it still functions to increase sales, content writing does so in a less blatant way than copywriting.

Offer your customers informational content to help them solve problems in your area of expertise, in the form of a blog, video, ebook, or whitepaper. Customers will often do a great amount of research before committing to a purchase, and if you position yourself as an expert in your field, it will attract more sales in the long term. You can provide your customers with answers to questions before they even have to ask.

Through consuming your content over time, you will build trust with your audience, eventually converting them to customers. Content writing leads to sales by information and examples, rather than a snappy sales pitch. Since content writing doesn’t have to be as concise as copywriting, you can expand upon your topic and really show your knowledge.

It also has the added step of requiring search engine optimization (SEO). To ensure your content is found on the web, you’ll want to keep key words and SEO in mind when writing, as web searchers can ultimately become clients—but only if they can find your content. Content writing pieces are also the type of marketing content your customers will share, often on social media.

What Can Content and Copywriting Do for You?

Here’s how to think of the difference between the copywriting and content writing, using the example of Nike. Through copywriting we can learn that Nike is a fitness apparel company focused on being trendy and active, as well as advocating customers to achieve their fitness goals. This is their brand. With their content writing, Nike can establish themselves as qualified activewear providers by creating content to inform their audience on topics related to fitness, athletic footwear, and health/wellness goals.

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Business vector created by Dooder – Freepik.com

Want even more of a comparison? Check out this conversation between a professional copywriter and a content marketer.

The important thing is that neither copywriting nor content marketing works very well without the other. Including both copywriting and content writing in your marketing strategy is critical for development of a well-rounded marketing plan. Businesses need a concise sales pitch to drive sales and increase brand awareness. And long-form content is becoming more and more crucial to development of a brand’s story and credibility.

Both types of writing offer value to the customer, whether by showing them ways you can solve their problems or by providing them with high-quality information that they’ll find useful. They can be used in conjunction to turn leads from the prospect stage into return customers and ambassadors for your brand.

Though each type of writing requires a different thought process, both must be well-written, and require the writer to be in the mindset of the audience. The prospect is the most important person in the copywriting process, and you have to speak to them in ways they can understand and relate to. If you aren’t reaching your prospective audience, your marketing efforts will be for naught.

While writing is an essential piece of the marketing process, we know it’s challenging to find time to give your written content the attention it deserves. At Paw Print & Mail, we offer copywriting and content writing services that will help enhance your marketing strategy. Contact us today to get started on your next marketing project.

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Reaching the Elusive Millennial

Who Are Millennials?

What goes through your mind when you hear the term “millennial”? It’s a word that seems to be everywhere these days. But who are millennials? What makes them tick and drives their decisions? And how can you communicate with them?

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Understanding what a millennial is and how exactly you can reach them is an elusive concept, one that is often frustrating to marketers who are trying to connect with this generation. You may have experienced this yourself, and I have both good and bad news for you. Since they are a very diverse group, no single marketing strategy is going to allow you to reach every millennial.

But the good news is, there are several approaches proven to resonate with millennials, and they’re not as hard to grasp as you may think.

Watch this video to get a clearer idea of who millennials are and what’s important to them:

Millennials have a different world-view, and need to be marketed to differently. They are a demographic that, in sheer numbers alone, is more populous than the baby boomers, giving millennials significant purchasing and decision-making power, a power that continues to grow annually.

Since millennials currently make up 25% of the U.S. population and will compose half of the American workforce by 2020, it’s important that marketers understand the best way to reach this demographic. Though they cannot be defined by income, career choice, or marital status, there are a few generalities that can be made:

  • It is largely agreed that individuals born between the early 1980s and the early 2000s are millennials.
  • As the first generation to grow up in the online era, they are used to digital communications and having more choices than previous generations.
  • Millennials are the most educated generation, though they also have more student debt.
  • Meaning, experiences, and causes are all important topics/ideas for them.

So, how can you successfully market to millennials?

1. Enhance Your Digital Marketing Strategy

Millennials are used to receiving information from many channels, and they tend to be multitaskers, plugged in across devices and sharing content across media. Consistency across platforms is key for engaging millennials with your marketing. Having a constant message and representation of your brand helps them to connect with your company.

Since so many millennials are accessing content on smartphones and tablets, you need to adopt a multi-channel strategy focused on mobile optimization. That may mean reworking your website into a responsive template, making it accessible and easily readable across devices of any screen size.

Millennials spend 48% more time watching video than the average online user, and 60% of them upload their own video, images, and blog content to the web. According to Hubspot, millennials are 247% more likely to be influenced by digital resources like blogs and social networking sites than previous generations.

That’s huge! And, it means that connecting with millennials requires you to develop a social strategy. Find the social media sites that work best for you and make them a part of your daily marketing plan. Adding a YouTube account or creating your own video content for Facebook or your website can also be effective. Millennials want to see helpful, informative content that they can engage with, so make sure your digital strategy offers them more than just what you’re trying to sell.

2. Embrace User Generated Content

The Baby Boomer generation relied on traditional forms of advertising, like radio and television ads. Marketers could expect that running an ad on TV would lead to many new sales and customers. Millennials, however, are much less likely to make a purchase decision from such an ad. What do they like? Brand interaction.

User generated content is one of the top ways that millennials make purchase decisions. They want to read honest reviews from customers who have purchased a company’s products or utilized their services. 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.

If traditional ads are all about getting consumers to pay attention, making use of user generated content in your business is about building trust, which is high on the list of what millennials want from businesses. They like to do business with brands that are authentic and human. And they want to be able to interact and have a conversation with those companies.

What does this mean for you? Make it as easy as possible for public discussions about your brand to happen. Whether it’s on your website, a blog page, or your social media sites, get customers talking about your brand.

Facebook gives you the option of allowing reviews on your page, and this can be a great place to showcase what people are saying about your business. They might not always have good things to say, but a public forum is a place where you can show your willingness to resolve issues and take customer suggestions. Potential customers will see this, and it will help you to appear more human in their eyes.

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Business image created by Photoroyalty – Freepik.com

Customers that love your brand will want to say so, and they will become brand ambassadors by talking to their friends and family about their experience. This group is more likely to respond to a peer review than a pop-up ad. You can also invest in influencer marketing, essentially building relationships with individuals that have influence over your customer base and can reach them through mediums like social media, in ways that your brand may not be able to.

Try giving customers a chance to bring their personality to your brand and be a part of brand decisions. For instance, Lays has given customers the ability to choose the next chip flavor, and Coca-Cola ran a campaign asking fans to get creative and interpret what the brand means to them in an artistic medium of their choice.

3. Personalize Direct Mail for Millennials

Millennials are used to digital marketing channels, and they rely heavily on what their community has to say about a brand. However, this does not mean that online methods are the only way to reach your millennial audience. US Presort, a direct marketing company based in New York City, conducted a surprising study about millennials and direct mail. Check out some results:

  • 84% of millennials regularly read through their mail, and 64% would rather find useful information in the mail than from an email.
  • 50% of millennials ignore digital ads, while only 15% ignore direct mail.
  • 90% of people between 25 and 34 believe direct mail is reliable.
  • 77% pay attention to advertising through direct mail, and over half have made a purchase from a direct mail offer.

Those are some pretty compelling statistics in favor of using direct mail to market to millennials. As we learned above, millennials like to hear personal stories when considering a brand, and one of the reasons direct mail is so popular is that it can be extremely personalized based on categories like purchase history, interests, and geographic region. Printing technology is also considerably advanced, so you can add to the tactile benefit of direct mail by incorporating creative folds, colors, and textures that will make your mail memorable.

4. Increase Engagement & Market an Experience

Millennials feel trust when a brand’s values align with their own, and those values often include a desire to support a cause or charitable mission. Nearly half of millennials are more willing to purchase from a company if that company supports a cause, and 37% will pay more for a product or service if it will help a cause they believe in. Philanthropy adds to the human side of your brand that is so important for millennials. If your business supports a cause, make sure people know about it.

Being able to give back while conducting business with your company changes the brand experience, and for millennials, experience carries more weight than a physical purchase. 78% of millennials prefer spending money on experiences rather than purchasing an item, and over half are spending more on events and experiences now than they ever have.

This may seem hard to work with if you’re in the business of selling a product, but it’s all about how you market it. Millennials are very receptive to storytelling in advertisements, and you can use that to your advantage. If you sell tents, for instance, make your ad about the experience of camping, how it allows you to relax, have fun, and connect with friends and family, rather than focusing on the physical and monetary benefits of the product.

You can also hold an event to get prospective customers more excited about the buying process. Attending the event heightens the experience of shopping, and it is a great opportunity for millennials to connect to the personality and human face of your business.

 

We recognize that crafting a marketing plan can be a challenge. Contact Paw Print & Mail and let us help you find the right strategy to market your business to millennials, or any demographic you are trying to reach.

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Make Your Marketing Powerful With Humor

Quick! Stop what you’re doing and watch this video!

Did it make you laugh? Every time I see this commercial, it makes me smile.

It’s probably true that all of us can use a good laugh. Humor is a big component of what makes many advertisements successful, and can strongly affect the way we connect with and respond to marketing messages.

A key concept of marketing today is to not just provide your customers with products or services, but to also serve as a knowledgeable source of information about anything and everything related to what your company does. When you provide customers with helpful info, it builds trust in your relationship with them and gives you greater credibility.

That seems great, right? So much so that you probably want to focus the bulk of your content development efforts on generating information that will be the most useful to readers and help them to best achieve whatever it is that they are trying to achieve with your guidance.

But helpful information isn’t the only way you can build trust in your brand. Humor is an extremely effective piece of content marketing. And if you aren’t making use of it, you should be.

3 Key Benefits of Humorous Marketing Content

Think of the person you know who’s most likely to be the class clown. Is it sometimes hard to take them seriously? Probably. One of the arguments against using humor in marketing is that it can cause you to lose credibility and seriousness in the eyes of your audience—and if you lose those, your brand is in bad shape.

But guess what? This isn’t true, at least most of the time. Humor is not just a laugh as we skim through funny cat videos. Rather, humor creates a human connection.

Humor is a natural part of conversation, and it has an impact on our emotions, bodies, and brains. When you use humor in your marketing, it gives your business a human side. You’re not just a faceless source of information, but a real person who understands the emotions and problems of your customers and can help to solve them.

Because humor is so impactful, it has significant influential power. We watch funny videos of cats or ridiculous comedy movies because they are an emotional distraction, helping us to reduce stress. Humor inspires a feel-good reaction, and when you can make your customers laugh, it creates a connection between you and them. If you can make your audience feel less stressed, you are giving them the impression that your business can help to relieve their stress in relation to whatever services your company offers. You create a bond with them that makes your business more relatable.

Humor is also memorable and enhances learning. A study by Chegg, a textbook rental service, found that nearly 80% of college students remember ads that make them laugh. The basic purpose of an advertisement is to tell your audience who you are and what you do, while inspiring them to purchase your products or services. If your ad is memorable, it will stick in people’s minds. Though their brain is remembering the amusement they felt from viewing your ad, they will also remember what you’re offering, and will be more likely to go to you for their future needs.

Think about the above Volkswagen video, or the last piece of funny content you saw. After you laughed at it, what did you want to do? Since humor is such a key part of our conversations, it’s likely that you wanted to share the laughs with someone.

Humor has been cited as the key reason why content goes viral. When your audience shares your content, they are increasing your brand awareness as well as the positive emotions they associate with your business. Humor can also catch people off guard, lowering their defenses and making them more receptive to your message.

So, to recap—3 benefits of humor are:

  1. It creates a human connection between you and your audience.
  2. Humor makes your advertisements and content more memorable.
  3. Funny content is more likely to be shared, leading to greater brand awareness.

 Your Sense of Humor = Your Brand

There are also three reasons why marketers are afraid to make humor a part of their content development strategy:

  1. That fear of not being taken seriously
  2. The humor could fall flat, and no one will find it funny
  3. Humor can be offensive

While these are all valid concerns, instead of focusing on if you should use humor, consider how you will use it. Humor is a spectrum, and no single tone or joke is going to be appropriate for all businesses and audiences. This is where you need to know your brand—the level of humor you use should align with your brand values. If you make use of humor that is visible and shocking but ultimately offensive to your audience, you are more likely to lose customers than to gain them.

Your demographic is key to determining what kind of humor fits your business. Funny content is more likely to be shared, but if you are sacrificing your reputation to reach a larger audience, you’re alienating the customers that feel loyalty to your brand.

So, how can you be funny?

    • Keep it Casual: You can adopt conversational humor by sprinkling it into your content in small doses. Maybe you use some irony or exaggeration in your blog post, or add a funny component to your next advertisement. I like this ad from Amazon:

Amazon has become a popular online retailer for a wide demographic. This ad is heartwarming and made me smile, and you don’t lose sight of the ad’s message, which is the ease and speed of ordering from Amazon. At the same time, Amazon comes across as a fun company to do business with.

  • Just for Fun: Separate your more serious content with posts created just for laughs. Share a meme or video with the sole intent of putting a smile on your customer’s faces. You can relate them to your brand in some way, or they can be totally random.
  • Rock the Boat: Some brands have the flexibility to be edgy in their marketing, while others need to stick to tamer content. If you feel confident your audience would respond favorably to shocking content, go for it. Create an ad campaign that makes you stand out from competitors in your industry, and will get your audience talking.

The most important thing to remember with humor is to keep it simple. If your audience has to think too much about what you’re saying, they won’t be laughing, and you’ll lose the chance to make that powerful connection. But if you can get it right, a touch of humor could be just what your business needs to increase marketing success and develop a stronger relationship with your audience.

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