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Showing posts from July, 2018

Labels Are a Promotion that "Sticks" With Your Customers

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Customers can be a difficult and fickle lot.
They're always shopping around for the "Next Big Thing," surfing your competitor's websites, and price-checking on their phones. With all the different business options available today, it can be tough to keep your business in their mind without spending thousands of dollars on local and digital advertising.
There's a smarter way to keep your customers engaged with your brand's identity without breaking the bank -- labels!
Labels are the ideal way to turn a basic and ho-hum bag or box into a full-color masterpiece that is interesting and fun. See how you can leverage labels to create a promotion that truly sticks with your customers. 
Adding Excitement to Your Packaging
Basic white or kraft boxes and bags are simple, inexpensive packaging for your products, but they don't do anything for your brand identity.
When Maggie, a bakery owner, recently visited her local print shop, she was looking for a logo that could be p…

Print is Alive and Well

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Is Your Phone a Part of Your Body?
This may not be far from the truth! Recent research found that the average person reaches for their smartphone 150 times a day, including e-mails, calls, photos, messaging, or checking the time.
This begs a crucial question. In terms of modern day marketing, does this rise in digital dominance erase the power of print? Not a chance!
Hard Copy Rules
Naomi Baron, author of Words Onscreen: The Fate of Reading in a Digital World, surveyed university students worldwide and came to a profound conclusion: young people have a near-universal preference for print.
When given a choice of various media – including hard copy, phones, tablets, or laptops – 92 percent said they could concentrate best on hard copy.
Respondents said drawbacks of digital media included distraction, eye strain, physical discomfort, while hard copy benefits included stronger visual memory, an increased desire to “re-read,” and sensory connection enabling one to touch, experience, and “keep” p…

Printed Banners Work Wonders for Upcoming Events

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Promoting your event in your community without a large budget can feel like an overwhelming task.
While there are plenty of things that you can do with unlimited budgets such as billboards, printed mailings or even postcards, the larger items can be costly and mailings take a bit longer than you may have to publicize your upcoming event.
As a community events coordinator for the local YMCA, Danny L. knew that he needed suggestions for his frequent activities that would bring in additional funds for local groups without breaking the bank.
Raising Awareness (and Dollars!)
From fundraisers for local families experiencing medical challenges to Daddy/Daughter dances at the "Y", there is no end to the number of events in the community on a monthly basis.
The YMCA has a long history of supporting the community by offering reduced-cost monthly fees and other support mechanisms. However, they are not able to financially support the needs of these worthy groups for promotion in any meaning…

The Communication of Change

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Keys to Meaningful Change
The oil crises of the 1970s rocked many industry giants, including the transportation industry.
In 1981, British Airways was reeling from massive financial losses and a reputation for terrible service. Nearing meltdown, the airline brought on a new chairperson, Lord King, who quickly spotlighted three areas where the company was operating inefficiently: careless spending, disorganized staffing, and inadequate communication. King’s leadership quickly produced results. After only ten years, the company became the largest airline in the UK, reporting the highest profits in its industry ($284 million, to be exact!).
What was the key to this turnaround?
Large-scale organizational change. King made major structure changes, including a reduced workforce (from 59,000 to 39,000), elimination of unprofitable routes, modernization of the existing fleet, and marketing upgrades to revamp the airline’s image.
Did King make these massive changes by crossing his fingers and wishi…

Takeout Menus: Functional and Promotional

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Most restaurant owners know that their menu is one of their top selling tools.
While this may surprise the average consumer, restaurant managers often use their menu to upsell pricey items such as appetizers, drinks, and side items. The placement of each item within the menu is of the utmost importance, and even small changes can cause a jump in sales of ten percent or greater -- or a similar-sized drop in sales if item placement doesn't work for buyers!
Printed takeout menus are still one of the best printed promotional tools that restaurants can use. Consumers are more interested in ordering food ahead of time for takeout, and having a menu visible when hunger hits really boosts your brand to the top of your consumer's mind. See how takeout menus are one of the most functional and valuable tools for your restaurant business.
Strategically Situated Items
Restaurant menus are highly tailored, and often tweaked multiple times a year by consultants or managers to ensure that consume…

Four Savvy Strategies for Crafting Unforgettable Content (Part 3)

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In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But no matter how glamorous the graphics, they simply cannot stand alone. (Even the Lone Ranger had Tonto, right?) Today, we’re looking at part three of this question: How do you write exceptional copy? Content that commands attention, arouses interest, or compels people to action? Last week, we discussed slogans and sensory appeal. Today we’ll consider one final, fun technique.
4. Jaw-Dropping Surprises
Remember the “no way!” stunner at the end of The Usual Suspects? Kevin Spacey shakes off his signature limp and strides to freedom as his police interrogator gradually realizes Spacey is a mastermind killer who lied brilliantly for hours. Or remember how your jaw dropped when Darth Vader revealed he was Luke’s father? While these movie plots were phenomenal, the surprise factor was what drove them home.
That same principle applies in writing. As Chip and Dan Heath discuss in the…

Four Savvy Strategies for Crafting Unforgettable Content (Part 2)

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Have you hit a slow spot in your print or online marketing? Need a boost to garner fresh vision? In this three-part series, we’ll examine hands-on tools to enliven imagination. Today, we’ll focus on part two of this question: How do you write content that commands attention or sticks with people for months to come? Last week, we discussed “matching the media and the message.” Today we’ll consider two more simple strategies.
2. Saturate the Senses
One way to arouse interest is appealing to the senses. Strive to write content that paints a strong scene in your reader’s mind. Make your message easy to pull from memory by tying it to a taste, sight, smell, sound, story, or a triggering word association.
KIT KAT chocolate bars nailed this in 2007, celebrating the simple delights of candy and coffee. Known for its “break me off a piece of the KIT KAT bar” slogan, the company paired an image of coffee, a KIT KAT, and these words: “A break’s best friend.” Ad copy extolled the joy of life’s small…

4 Savvy Strategies for Crafting Unforgettable Content (Part 1)

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In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But where would vibrant graphics or sensational social media campaigns be without dynamic copy? Nowhere! Like Batman without Robin, like brawn with no brains, hard copy is fundamental to your success.
So, how do you write content that commands attention? How do you write copy that moves a reader and compels them to action? In this three-part series, you'll discover four practical strategies for writing fun, dynamic, and memorable content.
1. Matching the Media and the Message
L.L. Bean is an outdoor clothing and recreational equipment retailer with this brand message: the outside is in everything we make. L.L. Bean believes the more time spent outside together the better, and they design products to enhance that experience. In one of 2017’s most intriguing print campaigns, L.L. Bean brought its “Outsider” concept to life with a print ad that could only be read outdoors. The …