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Print Marketing

Print is Winning Millennials’ Trust:
Here’s How You Can Maximize Engagement
With Print

Millennials are set to become the single largest demographic of American consumers by the end of the decade. It means that within just a few short years, they will also be the largest audience that marketers will need to engage to maintain their market share, keep profits high, and establish lasting brand loyalty.

And despite the image many marketers have of millennials as a digitally-obsessed, online-only audience, print marketing is a surprisingly, especially effective means of engagement for a number of reasons. That’s according to Heather Fletcher of Target Marketing, who explains the hows and whys of engaging millennials with print marketing materials.

Print Marketing Builds Trust with Millennials

Millennials are a transactional demographic. They believe that their relationship with a brand should be far more quid pro quo than blindly accepting the only available option. Put simply: millennials expect more value from brands than other demographics, and print marketing is an effective way to deliver value to them. “When markets provide useful content – and millennials value branded print ads more than other generations – consumers will remember it and turn to the print marketing when they’re ready to buy,” Fletcher explains. Unlike digital touchpoints like banner ads and emails, print marketing materials are far more memorable.

Fletcher suggests the following strategies for print marketing to millennials:

      1. Educational Content. Whether these are product how-tos or informative infographics, your print marketing materials should provide real educational value to your millennial audience that goes beyond just telling them where to buy your products.
      2. Use and Idea Suggestion Guides. Like the fashion “look books” that have become so popular with millennials, think of these as a type of recipe book for your product or solution. Show millennials exactly how your product can be used in their lives. Help them envision it with your print materials.
      3. Value-Adding Promotions. Things like personalized coupons or discount flyers add a real, tangible dollar value to your print materials that resonate with millennials.

    Print Marketing Overcomes Millennial Digital Fatigue

    Millennials may be the most digitally-connected demographic, but that doesn’t mean that digital is the only way to engage them. As Daniel Dejan explains, “With all of these devices (most people own at least three), we reach the point of monitor fatigue. It is an actual physiological symptom where between looking at a computer, constantly checking your phone, possibly having your tablet on at the same time, going home and turning on the TV, playing games, etc… The brain reaches a point of saturation.

    And when it does, it can no longer take in any more.” And that, Dejan says, is why even younger demographics seek out printed materials. In fact, a recent study found that 92% of college students surveyed prefer reading in print over any form of digital media. As a marketer, if you’re concerned about a heavily saturated market and finding a way to stand out above the noise, print materials are a clever, cost-effective, and popular channel to engage millennials.

    Print Marketing to Millennials Boosts the Effectiveness and Attribution of Other Channels

    Most millennials live on their devices. It’s where they’re comfortable. So many savvy brands are using print marketing to improve their digital attribution by leveraging direct mail with custom product URLs and discount codes printed on the mailers. When a shopper visits that tracked URL, or enters that specific discount code, the marketing teams knows for a fact that it was the print marketing material that drove them there. 

    “So in an industry that’s become addicted to attributing sales to the ‘last click’ – even if that’s an in-store transaction – marketing professionals may gain insight into touchpoints via consumer engagement from print marketing,” Fletcher explains. What’s more, many CMOs are using print marketing to engage the portions of their millennial audience that digital channels are failing to reach.

    “Direct mail has expanded many brands’ reach and relieved the pressure on email campaigns,” Fletcher says, citing a specific client case study. “Only 40 percent of customers subscribe [to their email newsletter] during the checkout process. Today, they are using print inserts and mailers to reach the remaining 60 percent, and it has made a big difference.” Whether they’re reviewing catalogs before purchasing online, applying discount codes from direct mailers to their online shopping carts, or recalling your brand from your unique print marketing materials, print marketing improves both the attribution and the effectiveness of all your customer channels.


     

    Why NVISION?

    NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

    With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

    We manage every step of the process to deliver marketing operations – simplified.

    See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

Millennials expect more value from brands than other demographics, and print marketing is an effective way to deliver value to them.

92% of college students surveyed prefer reading in print over any form of digital media.

By leveraging print and digital marketing with the touch of personalization, marketers can improve both the attribution and the effectiveness of all customer channels, especially for millennials.

2019 Top Marketing Trends:
The Holy Matrimony of Digital and Print Marketing

As forward-looking brands begin to build their marketing plans for 2019 and beyond, a few key trends have already started to emerge and will be important areas of focus for CMOs and marketing teams in the coming year. That’s according to John Hall of Forbes, who explains that more than ever, effective management of marketing operations resources – and its benefits – will be the way savvy brands set themselves apart in 2019.

Digital Advertisements Are Losing Effectiveness

Call it digital fatigue or an inevitable result of technology, but online advertisements – which used to be the hottest new things in marketing – are beginning to reach their saturation point. In fact, according to Business Insider, 30 percent of all internet users are expected to be using some form of online ad blocker by the end of 2019. Explains Hall, “[This] means that traditional digital ads now won’t even reach 30 percent of possible target audience members.” To get around this and reach that untapped audience, CMOs will need to get more creative with their marketing materials.

Creative Marketing Materials Can Set Your Brand Apart

As we mentioned above, no one is saying digital is dead. But to maintain (and grow) its effectiveness, ROI, and conversion rates, CMOs must find creative new ways to keep it fresh. And one of the best ways to do that is by linking it to your print and physical marketing activities. “People have been saying for a long time that print is dead,” Hall explains, “but I recently came across a company that used software to obtain physical addresses for clients and started sending them print newsletters. I also found that this campaign was extremely successful.”

Another compelling new trend using print marketing to add increased value to digital marketing is using postcards and direct mailers with URL links to digital assets. Sending direct mailers with URLs to digital assets is a clever – and creative – way to make your marketing rise above the digital noise, spam folders, and ad blockers.

Strategic Partnerships Correct Many Internal Roadblocks

Many otherwise savvy brands balk at the idea of using an external partner to manage any aspect of their marketing operations. But understanding the strategic benefits of these partnerships can add real value and help internal marketing teams hit their quotas. “There’s too much red tape with other departments,” Hall says as he describes the attitude of many internal teams. But bringing in outside management of certain activities can “fuel other parts of the company, resulting in better talent, lower costs, and improved relationships with investors.”

And indeed, that is the real added value of strategic marketing partnerships in 2019. With more and more “X as a service” industries opening up, more and more areas for highly specialized expertise have emerged. And by leveraging this expertise in specific areas – like print management or marketing supply chains – your brand can actually do more and enjoy a greater ROI than would be possible without the partnership.

Summary

As 2019 draws near, new marketing trends are on the horizon for CMOs everywhere. By keeping these tips in mind – not relying solely on digital, using print marketing to add value to your digital efforts, and leveraging trusted partnerships – your brand can succeed and stand out from the crowd in the new year.


[This] Business Insider, Mar 23, 2017. “30% of all Internet users will ad block by 2018.”

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30 percent of all internet users are expected to be using some form of online ad blocker by the end of 2019.

One of the best ways to add value to your digital marketing is by linking it to your print and physical marketing activities.

Bringing in outside management of certain activities can “fuel other parts of the company, resulting in better talent, lower costs, and improved relationships with investors.

Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

Print Marketing Strikes Back with
Stronger Force for Retail

When it comes to retail and print marketing, a changing landscape is shifting the priorities of marketing teams everywhere. Digital media marketing continues to grow – industry estimates forecast digital marketing spend to hit $100.8 billion in 2018[1] – and this means CMOs must find new ways to get the most from their print marketing activities. But according to the same estimates, print marketing spend is expected to reach $97.8 billion this year – nearly equaling digital media marketing. There are a few big reasons why print marketing is still huge for retailers, and why smart CMOs are finding new ways to leverage it. That’s according to Neil O’Keefe of DMA, who breaks down the big uses for print marketing today.

Direct Mail Marketing Driving In-Store Retail

O’Keefe points out that one of the largest drivers of 2017 holiday sales was direct mail marketing activities. “Retailers often use print to leverage their private label offerings, as a means to drive visitors into their stores,” O’Keefe says. Though it may seem counterintuitive, physical mail is now a far more unique means of outreach than email. While countless junk emails go directly into customers’ spam folders each and every hour, an actual letter or mailer from a brand shows a much more personalized touch. And because of its physical nature, direct mail is an extremely effective way to drive customers to your brick-and-mortar stores with by-mail only promotions and coupons. Plus, you don’t need an up-to-date list of email addresses and several spam filter-dodging best practices to deliver it!

Print Marketing Still Reaches More Customers Than Digital

Digital channels are growing rapidly, but that growth still hasn’t equaled the overall market share that print still holds. “Print advertising is still very effective and doesn’t show signs of going away any time soon,” writes O’Keefe. “A recent International News Media Association article cites a Nielsen Homescan survey and concludes that about 80% of U.S. households still use traditional printed sources as their primary medium for information about stores, sales, and specials.”

Combining Print and Digital Marketing for Greater Conversion

One of the newest and most ingenious ways CMOs and marketing teams are leveraging print marketing is by using it to promote their digital marketing assets. Many marketers have discovered that a key way to take advantage of the higher open rate of physical mail is to send mailers with custom URLs and hyperlinks, directing the recipient to go online and download an asset, like a case study or infographic. This type of print outreach can make your digital marketing assets go further, too.

What’s more, many savvy retail marketers are using what they’ve learned about targeting and segmentation from digital marketing and applying those lessons to print marketing. “Retailers are doing more experimenting with new ways to send out deals on paper, sometimes mining online behavior or databases of shopper trends to improve their print marketing,” O’Keefe says. “This form of marketing reactivation is seen as cutting-edge, and capability that is generating much retailer interest.”

Summary

It’s no secret that digital marketing is growing rapidly. But, as O’Keefe says: “It is hard to imagine a strategy which accomplishes its goals without print as an integral component of the overall plan.” By understanding the new ways marketing teams can leverage print marketing, and how print marketing fits into a comprehensive marketing strategy, CMOs can make their budgets go further and enjoy a greater return on investment.


[1] MediaPost, Jan 12, 2018. “Digital Ad Spend To Surpass Traditional in 2018.”

Print marketing spend is expected to reach $97.8 billion this year – nearly equaling digital media marketing.

Direct mail is an extremely effective way to drive customers to your brick-and-mortar stores with by-mail only promotions and coupons.

Retailers are doing more experimenting with new ways to send out deals on paper, sometimes mining online behavior or databases of shopper trends to improve their print marketing.

Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

How Print Production Enables
Direct Mail Success for 2018

When it comes to marketing, there’s nothing like a personal touch. And while digital may be rising, print is still king.

That’s why it’s so important, when it comes to your direct mail marketing efforts, to choose print materials that are engaging, eye-catching, and leave a lasting impression in the minds of your customers and prospects.

Print materials, and the quality of your partner in producing them, remain a difference-maker for CMOs everywhere. That’s according to EdgeMark Partners, who have laid out some of the top direct mail trends for 2018, and how an agile print production partner can empower you to capitalize on them.

Let’s take a look!

Stand Out With Color

According to Pantone, the Color of the Year for 2018 is “Ultra Violet,” an eye-catching purple shade. We expect to see a rise in the usage of bright, vibrant colors as CMOs look for ways to use print to help their direct mail materials stand out from the other junk mail and bills in customers’ mailboxes.

So go ahead: create your vision in Ultra Violet!

Textures: Feel the Difference

The average customer spends fewer than eight seconds looking at an advertisement. And that is precisely the power of print materials and direct mail: they provide a tangible, palpable item that customers can hold in their hands and imprint on their memory.

Touch, after all, is one of the senses most closely tied to memory in the human brain.

By working with a partner that offers many different textures, stocks, weights, and shapes in their print production lines, you can create powerful, lasting impressions with your direct mailers.

Think Outside the Box With 3D

Thanks to advanced laser-cutting techniques now widely available, fold-out and pop-up mailers are now an affordable option at scale for many CMOs.

Imagine the lasting impact and powerful impression that comes from watching one of your products physically take shape in your customer’s hands. Add to that dynamic and eye-catching stamping options like foil and leaf, and you can create a direct mail marketing campaign unlike anything your competition is offering.

Personalization, Because Each Customer Matters

It’s absolutely critical that brands stand out from their competition by offering a superior customer experience. And that starts with personalized direct mail campaigns.

Not only do customers have a higher response rate to personalized mailers versus generic ones, but thanks to new tracking methods, CMOs can now send out mailers that speak exactly to a customer’s previous activities. If they’ve shown interest in a particular product, or tend to buy at a specific time of year, send them mailers that speak to the things you know they’re interested in.

What’s more, CMOs can and should include personalized coupons in their direct mailers. Discounts on specific items you know the customer is shopping for can be the final tool in your arsenal you need to close that deal and get them to convert.


Modern print marketing materials are still the lifeblood of the modern CMO. And when you partner with a trusted supply chain expert who is responsive and agile, a whole world of ways to leverage them in direct mail activities is opened.

We expect to see a rise in the usage of bright, vibrant colors as CMOs look for ways to use print to help their direct mail materials stand out from the other junk mail and bills in customers’ mailboxes.

Textured print materials provide a tangible, palpable item that customers can hold in their hands and imprint on their memory.

CMOs can and should include personalized coupons in their direct mailers.

How to Sell More with High-Conversion
Retail Displays

Online shopping and e-commerce continue to shift the way savvy retail marketers approach their business models, especially as they pertain to the optimization of brick-and-mortar retail stores.

That’s according to Humayan Khan at Shopify, who explains that more and more retailers are treating their physical storefronts as “experience centers,” designed to use “visual merchandising best practices to help the products sell themselves.”

Khan takes a look at some of those best practices, as well as how agile marketing operations and supply chains can help create high-converting product displays that catch shoppers’ attention and sell more.

Show Your Customers, Don’t Tell Them

Customers want to be able to truly envision how they could use your product in their lives, and they don’t want to have to guess. That’s why creating effective displays that show what life with your product looks like is so important.

Kitchenware stores, for example, don’t just feature the kitchen counter tile that is for sale. They build out an entire display kitchen, featuring their beautiful countertop at the center of it. “Can’t you imagine hosting a cocktail party in this kitchen?” they ask. “Wouldn’t your life be so much more stylish with this countertop tile?” Displays sell a lifestyle, a vision, not just a product. Use your in-store visual displays to create this compelling experience for your customers.

Engage Their Senses to Draw Them In

The key to immersive shopping, Khan says, is to create a “multi-sensory experience,” which he calls “sensory branding.” While customers consciously associate your brand with your visual marketing materials, like colors schemes and logos, they also subconsciously associate your brand with their four other senses, as well.

Sight

This is the most important sense to capture. The average customer spends no more than eight seconds looking at a display. Leveraging captivating and engaging visual cues like lighting, symmetry, and contrast all factor into the visual effectiveness of your marketing materials.

Sound

A movie is only as compelling as its soundtrack, and the same goes for retail stores. Slower, more relaxed music facilitates a slower shopping pace, while Top 40 hits engage the attention of teenagers and the 18-34 demographic. Further, if you have an exciting new product you can’t wait to share with your customers, pair its display with equally exciting, dynamic music. Trying to convey the premium, luxury factor of your products? Classical waltzes and “upscale” music help convey your brand essence.

Touch

Touch is extraordinarily intimate, and tied strongly to memory and recall. If at all possible, retailers should feature physical samples and examples of their products within in-store displays so customers can touch it, hold it, and feel it. Even the best-designed marketing emails can’t move your product from abstract to tangible in the minds of your customers as quickly as tactile interaction.

Smell

Scent is the sense most closely tied to memory, and it is a powerful tool to keep your product and your brand top-of-mind with your customers. Whatever attitude you are trying to convey – ruggedness for outdoor equipment, coziness for furniture, deliciousness for baked goods – pair it with a scent that conveys it directly to your customer’s brain. There is an entire field known as “scent marketing” which focuses on the psychology of scent, and marketers who understand it can leverage it to their advantage.

Taste

Obviously, this is more practical for consumable goods, but allowing your customers to sample edible products is exactly the same as allowing them to try on clothes. It is a massively effective best-practice.

Change and Adapt, Always

As society changes, so too will your customers and their demands. To stagnate is to die in retail marketing, and agility and adaptability are the keys to longevity.

Brands that can not only execute on the above, but do so frequently, and to new and different specifications over time, can continue to meet their customers’ needs. This way, they remain indispensable to their customers, and win their long-term loyalty.

* * *

By partnering with a trusted marketing supply chain expert like NVISION, your brand can leverage the power of high-converting in-store displays and win more revenue.

Displays sell a lifestyle, a vision, not just a product.

Customers subconsciously associate your brand with their four other senses, as well.

Brands that can execute repeatedly, frequently, and to new and different specifications over time can continue to meet their customers’ needs.