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Showing posts from March, 2016

Pull Back the Curtain: Providing a Backstage Glimpse of Your Company

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One of the primary objectives of any marketing campaign you run has nothing to do with selling your product or service. While these will always be important, equally necessary is your ability to sell yourself as a company. People want to know more about the people who work in your business and the values and ideals that you have. They want to be able to look at you as an authority. Pulling back the curtain and providing a "backstage" glimpse into your product or service is one of the single, best ways to accomplish both of these things at the same time.

The Benefits of the Backstage Approach

One of the major benefits of this type of "backstage" approach is that it helps position you as a true authority on a particular topic. It's one thing for you to SAY that a product performs X, Y, and Z functions - it's another thing entirely to prove it by providing an unprecedented look into the design and development process. You can shed insight on your decision-ma…

Creating an Editorial Calendar: The Foundation of Your Content Marketing Strategy

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According to a recent survey conducted by Gleanster Research, managing the overall content creation process was the single biggest challenge that most medium- and large-sized companies faced on a daily basis. To make matters worse, 36 percent of respondents indicated that they were missing deadlines on a regular basis, significantly derailing their efforts as a result.

Luckily, the exact cause of these types of issues also happens to be one that is easily avoided. By creating an editorial calendar, you essentially create the backbone of your entire content marketing strategy. Your entire team can reap the benefits in a number of important ways.

Why You Need an Editorial Calendar

On the surface, an editorial calendar is a calendar that outlines the specific due dates for all important content launches well into the future. It's a wonderful, visual way to see where you stand and what you need to do in terms of your short-term and long-term goals.

Underneath, however, it's an…

Choosing Print in an Internet World

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Turning Failure Into Success - Stories of Famous Achievers and Their Failures

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Every entrepreneur, and I do mean every, has had a taste of failure at one time or another. The slam-dunk business idea that landed flat. The star product that fizzled out. It happens more often than you really hear about, but to those individuals that it's happening to, the "failures" can be seriously disheartening. If you're feeling a bit down about a business venture that didn't go as you planned, don't lose hope. Countless well-known and successful individuals have achieved their dreams despite multiple setbacks. Their stories are sure to inspire you.

Henry Ford
Best known for the most ubiquitous automobile on the road today, Ford founder, Henry Ford had a rocky start. Early on in his life, Ford worked as an engineer for the Edison Illuminating Company in Detroit. It was during this time that he built the first gasoline-powered horseless carriage in a shed behind his home. Due to a number of factors, including controversial views on politics and batt…

Tips for Getting Maximum Mileage Out of Your Marketing Content

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Too many marketers look at the content they're creating as "one and done." You spend a huge amount of money designing the right print mailer, send it to all of the relevant people on your list, and then never think about it again, right?

Wrong.

The truth of the matter is that this content is still high-quality because you wouldn't have sent it out into the world if it wasn't. It's a shame to write it off so quickly, especially when you can use just a few, simple techniques to increase its overall return on investment beyond what you originally thought was possible. If you want to guarantee that you're getting maximum mileage out of your marketing content, there are a few, key tips that you're definitely going to want to keep in mind.

Repurpose Whatever You Can

Creating a piece of high-quality, original content from scratch is not only expensive but time-consuming. This isn't exactly a secret, but it is a problem that marketers are creating f…

What Are These New Facebook Reactions and What Do They Mean for My Business?

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A few months ago, Mark Zuckerberg treated his staff to a movie night. The film...Pixar's Inside Out. The Facebook staff watched in confused amazement wondering who these emotions were and more importantly, where is the big, blue and white like-button thumb? A few individuals voiced what everyone else was thinking...wouldn't it be swell if Facebook allowed people to have more than one possible emotional reaction to the things they see and read?

A legendary hack-a-thon ensued, spanning an entire month. The result? We now have the choice to not just like something, but to LOVE something, laugh at something, or express shock, sadness and anger. To express our new emotions, all we have to do is hover over the traditional blue and white thumb and six new emojis emerge. For mobile users, simply hold down the thumb and your new emojis will appear.

From a social standpoint, we are all feeling liberated at our ability to express more than one emotion without the necessity of typin…

Building Your Brand

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Whether you work in a small business or a huge corporation, every time you send a letter or hand out a business card, your materials convey a marketing message. Your company's visual identity or “brand” differentiates your business from others and identifies you to your customers.
The colors and designs you use in your marketing materials all become part of your brand. That’s why it's important to consider these design decisions carefully. For example, when you think of UPS, you think “brown,” and when you think of IBM, you think “blue.” Target stores are associated with red and John Deere tractors are green. In each case, the color is closely associated with the company’s logo. Color triggers an emotional reaction, so it's a powerful tool in branding.
Your branding also should be consistent with your industry. If your business is in a somewhat conservative field, such as accounting or financial planning, for example, your visual image should be businesslike and ooze prof…

Boosting Your Chances of Success in Variable Data Printing

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There is no question about it. Variable data printing (VDP), or 1:1 print marketing, is no longer the experimental, niche technology that it once was. Even so, there are many marketers who have not yet migrated to VDP because they are concerned about return on investment (ROI). Budgets are tight. Traditional direct mail is predictable, even if it’s not high return. What if the risk doesn’t pay off?
Fortunately, there are steps marketers can take to maximize their success. These steps can be summed up on one phrase: cross-channel marketing.
If you look over the vast collection of case studies from successful VDP marketers, one trend that stands out is that marketers are pairing their 1:1 print marketing with Internet and email components to boost the strength of the overall campaign. This has become a particularly effective approach for campaigns that involve some risk, such as prospecting.
Real-Life Examples
Pantone, a leading provider of color systems and technology, wanted to promot…

Your Partner in Commerce

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