Make a Stronger Impression with Print

Marketers should be paying attention to today’s trends in education. The same tools that help young readers learn and absorb information help the target audiences for your marketing campaigns learn and retain marketing information, too. One of these tools is paper.  In a new report, “Third Annual Back to School Annual Report,” the Paper and Packaging Board has gathered a vast number of statistics that show just how vital print remains to learning.

Take a look at this data:

•      96% of parents think that paper is an essential part of their children achieving their educational goals.  This includes 95% of Millennial parents.

•      86% of parents say their children learn better when they write things down on paper.

•      56% of Millennial parents feel “most comfortable” helping their children when they are working with textbooks and worksheets.

•      72% of parents overall say they use paper to help their children focus.

•      95% agree they often see their child do well on homework when they complete it on paper.

In a world dominated by electronic communication, paper continues to show its muscle. Studies consistently show that paper aids the absorption and retention of information, which are the characteristics that help your prospects absorb and retain your marketing message, too.

Paper remains a mainstay of marketing for a reason!

Please give us a call at 440-946-0606
Or visit our website here for more information.



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Are Recipients Getting the Message?

How often have you seen a slick direct mail piece—well written, with great graphics and a compelling call to action—but wondered, “What does this company want me to take action on?” Sometimes the simplest components of great marketing pieces are overlooked. One of these can be the actual goal of the piece.

Take a recent marketing effort from a well-known university. It was mailed to upscale professionals within a targeted geographic area. The headline read, “The Power of Discovery Starts Here.” The graphic was a rolling ball maze with the university’s logo in the center. Inside were more printed brain games. On the main page were printed the name and dates of the program in bold reverse type on a bright red background.

The piece was eye-catching, and the graphics and headlines made you want to take action. But on what, specifically? Based on the headlines, one might think it was to encourage recipients to further their education through a post-graduate or continuing education program. In reality, the piece was promoting a college prep program for middle-school aged children.  The target audience was the parents of middle schoolers, but that wasn’t clear until well down into the body of the text.

This was a mistake that could have been easily fixed. Instead of “The Power of Discovery Starts Here,” the university might have said something like, “Give Your Middle Schooler an Edge!”  

How to avoid this mistake in your own marketing?

• Clearly define the goal of the piece upfront. What do you want people to do? Buy a product? Sign up for a program? 
• Clearly define your target audience. Ensure that the audience not only has the need for the product or service, but that they have the ability to take the desired action. (For example, that they have the authority to make the purchase.)
• Get a second or third set of eyes on the piece. Does the reader understand the goal? Is the CTA clear? Is the value well presented?

Some simple steps upfront can ensure that your mailing is its best. Need help? Contact one of our business development experts today!

Please give us a call at 440-946-0606
Or visit our website here for more information.


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5 Considerations for Creating Standout Mail Pieces

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

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

2. Weight. Consumers tend to associate the weight of the stock used in the mailing with the quality of the brand and, by extension, the product being marketed. Heavier weight stocks command respect and attention. 

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

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

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

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

Please give us a call at 440-946-0606
Or visit our website here for more information.


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