Archive for February, 2019

Pushing the Envelope

Wednesday, February 27th, 2019

When you think of envelopes, you probably picture a boring white item from the office supply closet. I suggest we look at envelopes in a different light–as a flat form of packaging. Like all great packaging, it should grab your attention, entice your senses, and enhance the brand and product (or message) inside. Envelopes are your first impression – making them the perfect vehicle to convey your brand or promote an offer or upcoming event or to even thank someone. Following are a few ways to maximize the impact of an envelope…

Cover it – Give it a splash of color! If your are using black ink corner copy envelopes for your marketing efforts you need to stop. Flood coat it with your corporate colors or show a picture of the Caribbean resort for your upcoming sales competition. Color and imagery can evoke emotion and meaning or reinforce your brand, and this can be done by conventional or digital printing.

Print Digitally – Digital machines have made giant strides in quality and your point of entry is reasonable. The technology is further along than most design I see today. I find digital color well suited for runs up to 500 qty. It’s a click charge so digital envelopes are great for shorter runs, but you benefit from no inventory, lots of coverage, and the ability to change the messaging often. Personalization can also be used, and you can even address envelopes using a custom font instead of ink-jet addressing.

Convert your Envelopes – Converting envelopes is nothing new – it’s just not used enough. Printed sheets go to an envelope converting house where they are die cut, folded and glued. The costs of making custom envelopes is not as daunting as one might expect. Ideal print runs start at 2500 – 5,000 and you need about 3-4 weeks of production time. The end result can be terrific – especially if matching Pantone colors or using metallic inks – or you want ink coverage that extends over the edge and to the backside of the envelope.

Encourage Interaction & Engagement – Add #hashtags, Tiny URLs, or QR Codes to connect with your digital marketing efforts. Encourage interaction by using an envelope with an Easy-Open tear tab or peel-n-reveal that stands out and creates an element of surprise.

Change up the paper stock – In a sea of #10 generic white envelopes, one in metallic orange will surely draw attention first. There are a number of solid colors, translucent color paper, frosted, as well as those with different textures. Paper is very tactile which gives it an advantage over digital marketing. Think about your values or the meaning of your campaign and find an envelope stock that reinforces this message.

So break away from plain vanilla envelopes, by pushing the envelope. Give us a call – we’re happy to help.

Marketing Trends for 2019

Wednesday, February 27th, 2019

A few weeks ago, I participated on a panel of marketing experts at a chamber of commerce breakfast meeting and was asked “what’s new in marketing trends”? While new apps (Lumen5, Adobe Spark are a few of my new favorites) are cool and can save a ton of time, there are larger trends that marketers need to be aware of. Here’s what we see as what’s going to be important in 2019 – and beyond for marketers.

 

Trend 1: GDPR Changed Permission Based Marketing… FOREVER

The EU’s General Data Protection Regulation (GDPR) privacy law went into affect in the US last summer regarding email marketing. Marketers are now challenged to think about how to get people to opt-in versus being added to a list. Even though GDPR is a European law doesn’t mean that it couldn’t affect you, and any e-mail marketing platform worth it’s salt has changed it’s guidelines around permission to more closely align with the stricter regulations. Gone are the days of adding people you met at a networking event to your list and thinking “they can always unsubscribe if they don’t want to receive it”.  While this may feel like more work, look at it this way – true permission-based marketing will challenge you to provide what your target market really wants from your brand – and that’s a good thing! If you’d like tips on how to get the most out of email marketing in the new age of permission, download a checklist of success tips from EMMA Email Marketing.

 

Trend 2: Be Relevant To Your Audience

With so much content bombarding every one of us on a daily basis, putting out more is probably not going to move the needle for your marketing efforts. Creating more relevant messaging for your target market will. The one and only rule for being relevant is to understand IT’S NOT ABOUT YOU! It’s about understanding what your target market needs and wants from you. Stay tuned-in to them whether that’s face-to-face, online or on the phone. Always question how you can server your customer or client better, and use this to guide your marketing language and product or service offerings.

 

Trend 3: Strive For Engagement

As marketers, we need to shift our thinking from simply pushing messaging out – to engaging in a two-way conversation. Ask your followers to respond to a question; give incentives to share your brand story with their friends and colleagues, and work on building trust via conversations – online or face-to-face.  In today’s climate of online noise, an engaged audience is so much more powerful than a large one, so focus should be on increasing engagement and not primarily on growing list size or number of followers.

 

How do you plan on marketing in 2019 and beyond?