28
Jan
Personalised Direct Mail – 7 Fantastic Case Studies
By admin on Thursday, January 28th, 2016

Personalised Direct Mail is more than just ‘Dear John’ letters!

personalised-direct-mail-HBD-opticians-JaneWe all know about the simplest kind of personalisation.

Hi [firstname]!

or if you’re feeling a little more formal:

‘Dear [firstname]’

The theory is that this improves results – and it probably does. But does it get the best results possible?

If you’re making the effort to personalise, why not do a really good job of it?  Personalisation based on location. Demographics. Past history.

Here’s some real life examples of personalised direct mail which works. Hoping they give you inspiration.

Personalised Images in Direct Mail

Case Study 1. Emma Bridgewater improve direct marketing ROI by 25%.

One of the items they sell is personalised cups. Why not demonstrate that in their marketing?

If your name’s Kirsty, your image has a cup with the name Kirsty on it. If your name’s Pete, the cup says Pete.

personalised-direct-mail-emma-bridgewater-cup

There’s some other clever things about the way they ran this campaign too.

  • Testing. Personalising images is relatively complex and adds some cost. Before committing for the entire catalogue print run of 25,000, they ran a postcard trial. And checked results for all segments of their database.
  • Even when they went ahead with personalising the catalogue, they limited the personalisation to the four page cover. No changes were made to the inner pages, so overall costs were controlled.

You can read the full Emma Bridgewater case study here.

Case Study 2. Porsche used personalised postcards to get an incredible 32% response.

A Toronto Porsche dealer targeted specific affluent neighbourhoods. The campaign involved taking individual photographs of a Porsche in the driveway of each target home, then printing those on postcards.

Of course, it was an expensive campaign. Imagine the time and manpower invested in going around and photographing the Porsche in each and every target driveway!

But you don’t need to sell many Porsches to cover your costs.

Use personalised location data and maps in your direct mail

Case Study 3. Liberty Bank’s new residents campaign is delivering revenues 9 times its cost.

personalised-direct-mail-liberty-bank-mapIt’s a really simple concept. Someone moves into an area you service.

You send them a mail piece introducing yourself. You explain why you’re better than the big corporates. And you show them how close and convenient you are.

Kevin Tynan of Liberty Bank explains the campaign in more detail here.

For Liberty Bank, it was new people moving into their neighbourhood. But that’s not the only time maps can be useful.

Case Study 4. A 24% response rate filled seats at a new restaurant location

personalised-direct-mail-mcnelliesFor McNellie’s restaurant chain, it was the company expanding. They opened a new restaurant in a busy area, but weren’t getting the custom they wanted. Local newspaper advertising didn’t work. So they turned to direct mail.

What made the mail work?

  • Geographic targeting. They wanted people who were close. Who would come once and then return.
  • Demographic targeting. They knew from their other restaurants what their core demographics were.
  • An incentive to try the restaurant. That was a $10 voucher – with a 2 month expiry term to create urgency.
  • A personalised map for each recipient. So they knew exactly how to get to McNellies from their home.

Read the complete case study here.

Use personalised gifts, samples and direct mail pieces

Perhaps the most common example of this is the promotional pen. If you run a business, you’ve almost certainly received at least one pen branded with your company details, along with a proposal to order more.

The idea has also been adopted by charities for fundraising. A gift of personalised stationery (writing paper with ‘from’ labels or a pen with your name on) is relatively cheap to produce. It turns the direct mail from a begging letter to a gift, and creates a sense of obligation. So response rates are much higher.

To create more impact, you might want to consider something more unusual than pens and stationery. And something related to your business is even better.

Case Study 5. Universal Graphics achieved more than double their target business

personalised-direct-mail-universal-graphics-truckUniversal Graphics is an Irish company specialising in vehicle branding, large-format printing and signage. They wanted to develop their vehicle branding business.

They sent collectable trucks with bespoke branding to carefully selected fleet managers. And the results were fantastic.

Over 25% of recipient companies requested quotations.

More than 10% signed contracts for fleet signage.

Of course, this example had a highly relevant gift in the direct mail piece. And for some products and services, it’s hard to come up with a good gift. So you could resort to pens, but make them really special. How about this idea?

Case Study 6. Making a personalised gift relevant for an intangible offer.

personalised-direct-mail-friends-first-penIrish financial services company Friends First wanted to develop their broker network. It’s hard to think of a gift which relates directly to a broker network. So they focused instead on the concept of ‘signing up’ and the signature. Here’s how they used a 2-stage personalised direct mail campaign to contact and engage with brokers.

The first mailing created mystery and anticipation. It promised something impressive – in exchange for a signature. But it didn’t say what.

The second mailing included a high-quality metal pen in a luxury box. Custom-etched not with the prospect’s name, but with their signature. It also included the offer – a brochure with all the details of the Friends-First partnership. Nearly half of all Friends First brokers came from this campaign.

Here’s another thing to notice about the campaign. The expensive personalised pen is only sent to those who have shown some interest. So costs are controlled.

Integrate digital and use the power of pURLs to for cost-effective personalisation

Case Study 7. London Opticians achieve a 500% ROI on a postcard and PURL campaign

Hodd Barnes and Dickins (HBD) are based in the City of London. Clients are mostly those who work close by – and if they change their job, they may not come back. So HBD wanted to reactivate lapsed customers.

HBD had some basic information on these customers, so was able to segment by age and gender. Creative was tailored to each segment. (Not personalisation in the strictest sense, but definitely making the mail more relevant.)

  • Postcard imagery showed a headshot of the same gender and age group as the recipient.
  • Headlines and messaging were also tailored. Messaging for over 40s centred on eye care and service. Messaging for under 40s centred on style and looks.

First names were also used in the headlines for full personalisation.

And each card had a pURL (personalised url) printed across the bottom as its response mechanism. (The incentive to respond was a £50 voucher.)

People who logged onto the site (8.26% of all recipients responded) got a personalised site too. Their name. Relevant imagery. A short survey. A chance to check and update contact details. And the voucher, emailed to them.

Plus, HBD staff received emails for every voucher claimed, so they could call and book appointments promptly.

With this level of personalisation and response, the campaign was a real winner. Immediate ROI was 500%, and that’s expected to increase with repeat visits.

Read a longer version of this case study here.

***

What personalisation will you use in your next campaign?

If you need ideas or advice on what’s practical, or how to make it practical, let’s talk!

 

 

27
Nov
The 2016 Marketing Mix
By admin on Friday, November 27th, 2015

2016-marketing-mix-magic-formula

Do you have your 2016 marketing plan sorted out yet?

Most people we know are running around like crazy trying to get 2015 finished off.

But it’s worth taking a bit of time out to think about next year.

To start planning your 2016 marketing mix.

A well-balanced marketing plan will have a mix of channels.

Both offline and online. TV, radio, magazines, events, email, search, social…

In fact, many of the experts are saying it’s time to forget the divide between digital and traditional. It’s all marketing after all!

What that means is that multi-channel, integrated marketing will be the way to go. And of course we’re biased, but all the research suggests that including print in your marketing mix will help deliver great results. Here’s the data to back up that claim!

1. Adding print advertising to the marketing mix (US)

A recent meta-analysis by Millward Brown reviewed 100 advertising studies with 250,000 respondents. It looked at the effectiveness of different multi-channel options.

  • online and print
  • online and TV
  • print and TV
  • online and print and TV

Adding print to the mix improved results across a whole slew of measures. But one really stood out.

Adding print to an online and TV campaign doubled brand favourability and intent to buy!

2016-marketing-mix-multichannel-research

It’s also worth noting that more repetition is possible in print. TV and online show diminishing returns after 4 exposures. Positive response to print continues to grow with 5 exposures, or even more.

2. Letterbox media drives consumer action (Europe)

Research by ELMA (European Letterbox Marketing Association) in 2014 shows that letterbox media is far from dead. Annual spend across 18 countries totals around 3.9 billion euros!

Why spend so much? Because it’s effective. After reading letterbox media, consumers take action. They don’t just visit shops, although 75% do that. A staggering 89% go online.

More evidence that online and offline need to work together!

2016-marketing-mix-letterbox-media

3. Catalogues are a winner for offline and offline retailers

Harvard Business Review reported on this in February. Read the full article or just skim the quotes from senior marketers below. It’s clear catalogues are worth the investment!

20% of first-time customers place orders after receiving a catalogue. They spend one and a half times as much as new shoppers who didn’t receive a catalogue first.

Craig Elbert, Vice-President Marketing, Bonobos

L.L.Bean is experimenting with the catalogues it sends to regular website shoppers. They look for frequent website visitors and ask, “Can I only send her 50 pages, or 20, as a reminder of, ‘Oh, I’ve got to go to the website’?”

Steve Fuller, Chief Marketing Officer, LL Bean

4. Your 2016 marketing mix needs a plan to get round adblocking

In 2015, there are 198 million active adblock users around the world. That’s an increase of 41% in just 12 months.
The cost to publishers is an estimated US$22 billion.

(All statistics from the PageFair Ad Blocking Report.)

So how are you going to reach those internet users? Maybe it’s time to try something offline?

Maybe, going by another print trend this year, you should add an adult colouring book in your marketing mix.  With careful product placement and subliminal ‘buy’ messages…

***

Of course the last comment wasn’t entirely serious. Even if it would be fun to produce. But we do hope the statistics give you a reason to include some kind of print in your 2016 marketing mix.

And if you need any help with campaign planning or implementation, just get in touch!

28
Oct
Print Content Marketing – Why it still works today
By admin on Wednesday, October 28th, 2015

infographic-section-hostory-of-content-marketingWhat do you think of when you hear the phrase ‘content marketing’?

  • Blogs?
  • White papers?
  • Infographics like this one here?
    (click on it for the full graphic)

The chances are your first thoughts are about something digital.

But content marketing has existed since at least 1895, long before the internet.

The first content marketing was print content marketing – and the format’s still going strong!

Early examples of successful print content marketing

Let’s look at the history first. (And thanks to the Content Marketing Institute for the infographic above – click on it to see the whole thing.)

John Deere and The Furrow

John Deere’s magazine, The Furrow, is widely accepted as the first example of content marketing. It’s not a sales catalogue, although it does contain calls to action. It’s a magazine which educates farmers of developing technology and trends in agriculture.

Publication started in 1895, and hasn’t stopped since. The current print run is over 1.5 million copies, distributed in over 40 countries.  That track record certainly shows the value of print content marketing!

The Michelin Guides

print-content-marketing-michelinWhen the first Guide was published in 1900, there were only a few thousand cars in all of France. Andre and Edouard Michelin wanted more people to buy cars, so there would be a bigger market for car tyres.

So they gave away free booklets full of information for motorists. Maps. Guides to how to repair and change tyres. Lists of car mechanics, hotels and petrol stations.

The Guides have changed over time – most notably, they now focus on restaurants, and you have to pay for them – but they’re still there. And so is the Michelin branding.

Pirelli Calendars

Another tyre company, but a different style of print content marketing.

The Pirelli calendar began in 1964 as a trade calendar for car mechanics. But it soon “cast off its original role as a ‘corporate freebie'” to become ‘an exclusive publication with a strong aesthetic and cultural vocation.’

Why print content marketing still works

There are many reasons to invest in print content marketing.

  • Engagement.  The average reader of a branded magazine will spend up to 20 to 25 minutes with it. Compare that to the two minutes you might get on the Web.
  • Long content is better suited to a printed format. And sometimes, you need to get more complex ideas across.
  • Durability. Even simple printed newsletters last longer than an email.
  • Cut-through.  We’ve said it before. We’ll say it again. Your letterbox is less cluttered than your inbox.
  • Neuroscience shows more emotional reaction, better recall and a higher perception of value for print over digital.
    print-content-marketing-print-vs-digital-outcomes
  • It’s easier to get guest contributors if you’re producing print content. Simply, print is seen as having more value. Joe Pulizzi of the Content Marketing Institute agrees.  “I talked to a journalist recently who said it’s harder and harder to get people to agree to an interview for an online story. But mention that it will be a printed feature and executives rearrange their schedule.”
  • If you’re going to send people printed content, you need their real addresses as well as email addresses. It may be a harder initial sell, but you get more valuable contact information.  And while many people have a second email address to filter out junk mail, very few do the same in the offline world!

Modern examples of print content marketing

Idea books and customer magazines that combine product information and interesting articles are a growing segment for commercial printing.

When choosing which suits you, bear this in mind. A book is a one-off print content marketing project. A magazine is an ongoing commitment in terms of time and effort.

Books

print-content-marketing-booksWriting a book gives you instant authority and credibility. And a print book does so far more than an e-book, whether you self-publish or sign a deal with a traditional publisher.

Books are especially effective if you work in an expertise-based industry. Financial planning and investing. Marketing. Natural medicine. Fitness training. Business coaching.

Alternatively, if you sell design services, a visual book collecting some of your key projects can be a great content marketing tool.  Think of architects, builders, fashion companies and so on. Here, a coffee table book with lavish illustrations is the way to go.

Lavish visuals work for restaurants and chefs too. (And given general public interest, this sector is more likely to get a publishing deal and good distribution.)

Or you can build a book around the story of your brand, or your company. Use a book to commemorate a 50 year or 100 year anniversary.

If you self-publish (and most content marketing books will be self-published), you need to consider distribution.  Most self-published books sell only a handful of copies. It’s better to think of the book as a promotional giveaway.

  • Give copies to your key clients and prospects.
  • Use as prizes at networking functions.
  • Promote the book on your website.
  • Run competitions and offer copies as prizes.

But remember a key part of the value is the kudos you get as an author. Even if you have copies left in boxes in your cupboards, you can still promote yourself in all your marketing as an author and benefit from the authority that gives you.

Magazines

The most obvious examples of print content marketing are customer and member magazines.

“Why spend €40,000 a page to advertise in Vogue when, for the same amount of money, you can publish an entire magazine?”

Alice Litscher, fashion communication professor, Institut Français de la Mode, Paris

print-content-marketing-open-roadOne other great thing about publishing a magazine – you get to exclude your competitors! Compare that to a trade magazine where you are competing directly with them for attention.

  • The NRMA‘s Open Road and the RACV‘s Royal Auto are obvious Australian examples. Both have print runs of around 1.5 million. Both provide useful, entertaining, relevant content. But they also promote the full range of services the organisations offer. This combination of free advice and a gentle sales message is classic content marketing.
  • Airlines and hotels also publish their own magazines, with the same objectives.

It’s not just these traditional players who are publishing magazines, though.

  • print-content-marketing-red-bulletinRed Bull publish Red Bulletin, an ‘almost independent monthly magazine’ focusing on an ‘active lifestyle’ content which fits with the drink’s brand image. It’s distributed through subscriptions, newsstands and partners. There are 11 national editions in various languages, and the total circulation is around 2 million.
  • Uber, the taxi cab challengers, have recently launched not one but two print magazines. Momentum is a quarterly magazine for its 150,000 drivers. Arriving Now, on the other hand, is targeted at customers. To date it’s only available in New York and it’s not clear how often it will publish.
  • And online fashion giant Net-a-Porter publishes Porter, a fashion glossy which acquired over 150,000 subscribers within a year of launch. (That compares to around 200,000 for British Vogue, so it’s a good number!) One interesting feature of Porter is that it’s technology-integrated. You can scan any page and be taken online to buy the dress or shoes you’re looking at. So maybe it is just a very fancy catalogue?  Except that it takes advertising too – and you can scan the advertising as well as the content.

More advice on custom magazines in this article from Annette McCrary of Ricoh, publishers of The Flow.

Newsletters

A magazine may be out of your reach, but what about a simple quarterly newsletter? Customers who don’t read their email will notice the print in their letterbox.

Advertorials

The ‘modern‘ online phrase is native advertising, but in the old world of print content marketing, it was called an advertorial.

The key point here is that you are paying to have your content put in front of someone else’s customers. And the content is not a sales pitch, but the start of a conversation.  It gives information, or it entertains. It adds value for the consumer.

print-content-marketing-guinness-cheese-guide   print-content-marketing-aldi-advertorial

Many advertorials are one-off campaigns, like the examples above.

Another option is to develop a long-term ‘columnist’ relationship.

  • A vet or a pet store might write a column about caring for animals.
  • A doctor might write about common illnesses or how to stay healthy.
  • A financial advisor could write about investment options.

It’s the same as a blog, but it’s in print. And that gives it added authority. Especially if your column is in a respected newspaper or magazine.  Local publications can also help you target a specific area.

Content marketing at point of sale

Let’s not forget the good old-fashioned point-of-sale leaflet. If your point of sale adds value for customers, retailers are more likely to use it. But remember your POS has to work for retailers too – and retail space is at a premium. Here’s a POS example which Xpadite developed with Kiwi Shoecare.

print-content-marketing-kiwi-shoe-care

***

So when you review your content marketing strategy, don’t forget to consider print options. And if you need help with any of them, just ask Xpadite.

28
Sep
Sticker Marketing – 13 Ways Stickers Can Help Your Business
By admin on Monday, September 28th, 2015

sticker-marketing-duracellSticker marketing – it’s not the latest digital technique, but it’s affordable, flexible and effective.

Stickers can be used in so many ways, they’re an option for just about any business.

Here’s a look at the why and how of sticker marketing, with plenty of great examples.

And we finish up with a sticker marketing checklist. Everything you need to make your next campaign deliver results.

Why are stickers so good for marketing?

  • They can be used almost anywhere. Retail outlets. Outdoors – including on cars. At events. In direct mail. As promotional items. On packaging.
  • They last. All print lasts longer than digital. Stickers last longer than other print. They stick around!  And that means more visibility for longer. More time for your brand and your message to sink in.
  • When customers choose to use and display your stickers, they endorse your brand. Does your laptop have an ‘Intel Inside’ sticker on it? What about car stickers? They work for sports clubs. They work for the ABC. Could they work for you?

Ways to use sticker marketing for branding

Increasing brand awareness is probably the commonest sticker marketing goal.  There are many ways to do it.

1. Use stickers to brand your packaging.

Custom packaging is a great way to promote your brand. For online retailers in particular, packaging is often the first time a customer interacts with your brand physically.

But if you don’t need high volumes, or if you need a whole range of different packaging for products of different sizes, you may be up for lots of expensive minimum orders.

Stickers solve the problem for you. Order one size of branded stickers which you can apply to multiple different packaging items. Now you can use standard boxes, bags and other packaging which don’t have minimum order quantities, but still promote your brand.

2. Use stickers to brand low-volume promotional items.

This works on the same principle as printed packaging.

3. Use stickers as branded giveaways.

sticker-marketing-car-windowWe’re back to car stickers again! But branded giveaways only work if people actually use the stickers.

It’s easy if you’re a membership organisation. Or if you’re a brand with passionate fans like the ABC or Apple.  What do the rest of us do?

Do you have thousands of customers you can distribute stickers to easily? If you’re sending monthly statements or annual certificates of renewal, why not pop a sticker in with each? The cost is minimal, so you only need a low percentage of stickers being used to get a good return.

For most of us, the answer is appealing stickers which customers will want to display – and which include your brand too. Even if they are not consciously promoting you, you get exposure and tacit endorsement.

Ideally the sticker content will not only attract attention, but also tie in to your product or service. And provide a contact detail if possible.

4. Use stickers at events.

As with any giveaway sticker, the stickers need to be appealing or useful.

If you’re creating stickers for a specific event, relevant creative may make them more popular. ‘I survived <the event name>.’ For international audiences, a local icon like the Sydney Opera House.

If you’re handing out stickers, don’t forget you can print on the backing paper too.  How about unique numbers on the back with a link to a website where you might have won a prize? Or a map promoting a nearby cafe or bar? (Great if you can get them to subsidise your print costs too.)

Events offer other options as well as sticker giveaways. How about a guerilla sticker marketing campaign around the venue to drive traffic to your stand? Make sure your stickers say clearly where you are. Offer a reason to visit. Print a codeword and offer rewards to stand visitors who quote it. Or ask an intriguing question, with an invitation to visit your stand to get the answer.

5. Use stickers on your company car(s).

sticker-marketing-wicked-campers-cane-toadsIf you or your employees are driving company vehicles, this is a simple way to advertise your brand as you go about your business. You can be as subtle or as in-your-face as you like with this branding.  And you can place it anywhere on the car that you like.

One point to consider if you’re stickering large parts of the car window is visibility. The driver still needs to see out. So we’d recommend micro-hole stickers. They let light filter through but still present a full image from the outside.

6. Use stickers in creative outdoor campaigns.

Outdoor sticker marketing options are endless.   But you do need to think about your image and the response you’ll get.  Putting stickers ‘on signs, poles, and even other advertisements‘ worked for Reddit, but it may not be right for you and your market. Especially if you don’t have a cute alien logo to help you along.

An alternative is to pick one particular part of the outdoor environment. Folgers Coffee chose steaming manholes in New York.

sticker-marketing-folgers-coffee
Also be aware that if you’re going to sticker lots of public places, you’ll need a lot of manpower to get your stickers in place.  Stickers themselves are very affordable, but be careful about your other campaign costs!

Use sticker marketing to share information

Stickers are often used on products or retail packaging to highlight information. Everything may be on the box already, but a sticker draws more attention.

7. Promote any awards, competitions or praise your product has won.

The wine industry does this all the time. It’s easy to add ‘medal’ stickers to all your bottles. And it’s a great way to differentiate on the shelves.

What about positive reviews from trusted sources? Put these on product or packaging so that customers see them when they’re in buying mode.

8. Promote product features

Think about the energy efficiency and water efficiency stickers on many white goods. They stand out with bright colours against the white.

If you sell in multiple markets, stickers can also help customise standard packaging. So you can promote what matters for each market.

9. Use stickers to provide updated information

What happens if you relocate? Change your phone number? Print up stickers with your new details and stick on all envelopes and packaging to communicate with existing customers.

…this is also great if you a lot of customers on account and you change your bank details. Stickers on a bill or statement will stand out far more than a simple paragraph.

sticker-marketing-homeless-rubbish-bin10. Information-rich stickers are also great for cause marketing.

Here’s an example from Help the Homeless.  The shock tactic comes from treating a garbage can as a food source and using food labelling. It’s a hard-hitting approach, different from the mass of charities simply asking for donations.

 

Use sticker marketing to drive action and get the sale

11. Promote price reduction.

Everyone’s seen footprint-shaped stickers on the floor leading shoppers to a product. It’s a simple, proven technique.

sticker-marketing-sale-footprints
12. Stimulate demand and drive people towards your product.

Here’s a fresh take on the same idea. And in case you can’t read it, the text on that red sushi dish tells you how to get to the restaurant.

sticker-marketing-sushi-elevator

13. Use stickers in direct mail to encourage interactivity and engagement.

Have you ever received a mailing from Reader’s Digest? Did it have lots of little stickers which you could select to put on your reply? They used that technique because it worked.

Stickers can turn your direct mail text into images. They make responding fun. They give the respondent a sense of control. They’re especially good if you’re targeting families, as children love them.

Combine multiple tactics for really great sticker marketing.

This sticker campaign works on so many levels.

  • It’s creative and inventive.
  • It’s directly related to the business it promotes.
  • It uses a double-layer peel-off sticker which makes it interactive.
  • It has a ‘public good’ message which creates positive brand feeling.

sticker-marketing-sweet-pete

And finally, the sticker marketing campaign checklist…

It’s clear that sticker marketing is flexible and can be very powerful, if planned and used effectively. To finish off, here’s a checklist to use for your next sticker campaign.

  • Be clear what the goal of your campaign is. Are you aiming to increase brand awareness or drive specific actions.
  • Be clear about your target market.  This will affect creative and placement of stickers.
  • Decide on your sticker placement. You want to put stickers somewhere your target market will notice them.
  • Make your stickers fit their location. If you want to give away stickers for people to stick up, a small size is better. If you’re implementing a sticker campaign yourself, think about appropriate sizes and shapes.
  • For maximum cut-through, you need great creative.  Stickers come in all shapes and sizes. They’re found in all kinds of unusual locations. Use those for inspiration. But try to stay relevant to what you’re promoting!
  • Consider die-cutting stickers to an unusual shape. This might fit a particular location, like the beer steins above. Or it might just make stickers you hand out more interesting.
  • Consider whether you need permission for your sticker marketing campaign. If you’re putting stickers on parked cars, you might get away without permission, but if you want to put them on escalators in a shopping centre, that would be harder.
  • Work out all the technical requirements for your sticker. Will it be outside and need to be weatherproof? Do you need micro-hole stickers to maintain visibility? How easy will it be to remove? What about other features such as peel-off multi-layer stickers, scratch ‘n’ sniff stickers or even unique numbering?

Whatever you do, good luck with your sticker marketing! And if you need help designing or sourcing stickers, just ask the experts at Xpadite.

17
Sep
Beyond Paper: Unusual Print Surfaces
By admin on Thursday, September 17th, 2015

unusual-print-surfaces-montage

When you say ‘print’, people tend to think you’re printing on paper or cardboard. For 90% of the jobs we handle, that’s probably true, but the remainder include more unusual print surfaces.

With modern printing technologies, the substrate (the base material you print onto) can be just about anything.  As our print expert Andrew Alcock says, ‘if you want to take your front door off its hinges and bring it round I can get a floral design printed all over it for you.

We’re not sure how useful that would really be! But here’s a summary of non-paper print options, with some ideas as to how you might want to use them. We’ve also highlighted any issues to consider.

Fabric printing

Most people are aware of printing on fabric – even if just from the printed t-shirts around them.

Common business uses include:

  • Include your own brand or imagery on retail products.
  • Promote your brand on t-shirts, polo shirts, hats, bags and other items.
  • Use ‘soft signage’ for items like flags, banners and exhibition stand decorations. It’s easier to transport, store and clean that traditional signage.

Fabric is usually printed by screen printing or digital printing.  Inks for fabric printing usually include thickeners to prevent the colour ‘running’ along the fibres of the fabric and blurring the pattern.

One question to consider is whether the colour is just on the surface of the fabric or whether it penetrates into the fibres.  The second option (dye sublimation) makes the design last longer. It’s vital if your goods will be washed frequently, needed over a long time, or exposed to sunlight. But for promotional items with a short shelf life it may be overkill.

The ‘spontaneity packs’ which Xpadite worked on for the Australian launch of HotelTonight included many non-paper printed items. Cotton undies. (So you’re fresh the next day after an unexpected night away.) Sunglasses with moulded plastic frames. And the bag to keep them in.

unusual-print-surfaces-fabric-for-hotel-tonight

unusual-print-surfaces-hotel-tonight-sunnies-and-case

Printed Magnets

While we’re on the subject of promotional items, don’t forget the humble printed magnet.  With a good design – including your contact details – the fridge magnet can work wonders for a B2C business.

<pics of some cool fridge magnets>

Printing on plastic

Printing on plastic objects is standard for promotional items.  Pens, keyrings, water bottles, frisbees, all kinds of promotional items. (More information about promotional product in the marketing mix here.)

Flat objects can be screen printed or digitally printed. Difficult shapes and 3D surfaces are managed by ‘pad printing’. The ink is picked up on a silicon pad, in the design shape, then stamped onto the object.  Special inks are used to transfer smoothly without mistake.  That’s the print process we used for the HotelTonight sunglasses.

But it’s not just promotional items which are printed on plastic.  What about the following?

  • Gift cards
  • Hotel card keys
  • DVDs
  • Labels
  • Place mats and other homewares

We also need to give a special mention to printing on vinyl sheets.

Why?

Vinyl with an adhesive backing is great for stickers.  Stickers are great for:

  • Labels
  • Marketing campaigns
  • Short runs of items like branded bags. A single location store may only need one or two hundred bags. It’s not a long enough run for a printer, but it is possible to print labels and use them to customise a standard product.

Vinyl is also a fantastic alternative when pricing labels need to handle unusual conditions.  For example, what about food products which have to be stored in refrigerated containers? Condensation would damage paper labels, but vinyl is just fine.

We’ve used vinyl for promotional wobblers in refrigerated units as well.

Foamcore

Not all signs are printed on vinyl though.  Eden Gardens need signage for products which are stored and displayed outdoors. The signs need to be weatherproof. They have to withstand rain, so paper and card are no good. The ink can’t run either. And the ink needs to be UV-resistant so signs don’t fade in the sun. We supply foamcore signs as you can see in these photos.

unusual-print-surfaces-eden-gardens-signage  unusual-print-surfaces-eden-gardens-signage-2

Other unusual print surfaces

As we mentioned at the start of this post, nowadays you can print on almost anything.

Metal signs are hard-wearing and long-lasting. So they’re ideal for places like construction sites. They stand up to the weather and it doesn’t matter if a truck bumps into them.

Perspex signs are also common.  Perspex is robust enough for outside use. It can also be cut to various shapes (and thicknesses) to present just the impression you want.

And if you’re looking for something really spectacular (for corporate art or for  your home) what about printing on mirrors, or on the surface of a glass table?

The limit is your imagination!  And with our network of specialist printers, Xpadite can handle your jog whatever surface you want to print on. So what are you waiting for? Contact us today.

11
Aug
World’s Biggest Magazine
By admin on Tuesday, August 11th, 2015

worlds-biggest-magazineCongratulations to UK content marketers River Group and printers Polestar on their new Guinness World Record!

A one-off issue of ‘Healthy’ magazine is the world’s biggest magazine ever, with the following amazing statistics.

  • 3.055m high
  • 2.35m wide
  • required 9.3 litres of ink
  • took 14 hours to print
  • 6 hours to trim
  • 5.5 hours to assemble

Obviously it’s not meant to be sold at the newsagents. We wouldn’t like to send it via direct mail either!

The magazine is in fact part of a campaign River Group are running to highlight the importance of print in content marketing.

‘…everybody these days is saying it’s all about digital and social media and not about print. While we have a thriving digital, social media and, indeed, video business, for us print is still at the heart of a lot of what we do for our clients.’

So says their CEO Nicola Murphy.

Recent research by Two Sides UK supports her statement. 83% of all respondents state a clear preference for reading print on paper.

As we mentioned last month, even the digital natives of Generation Y like print. They’ve grown up learning to ignore the marketing messages in their inboxes, but print is ‘real’ in a way digital isn’t.  And even daily papers or leaflets in the letterbox last a little longer than the average email.

Whether it’s letterbox media or direct mail, a printed piece usually has less direct competition for the consumer’s attention. So your message has more chance of getting noticed. Two Sides also found that nearly 4 out of 5 are more relaxed reading on paper than on screen.

So if you’re trying to build connections with your target market, don’t forget print! (You can also read our articles on measuring and improving print ROI and tips for more effective direct mail.)

Click here to watch a video about the world’s biggest magazine.

27
Jul

marketing-to-millinnials-megaphoneMillennials. Generation Y.

The ones born in the 80s and the 90s.

The so-called digital natives.

They may not be the richest, but they have the most discretionary income. They have influence over older generations.  They advise their parents on the purchase of technology like phones, computers and entertainment devices.

So they’re attractive to marketers.

But they’re also highly aware of marketing messages – and cynical about them.

Which means marketing to millennials is no easy challenge.

Why are millennials different?

Some say millennials are really different. Others say it’s simply what each ‘younger generation’ is like, until it grows and matures. For marketers, this may not really be the issue. The issue is to understand them and market to them.

So here are the commonly cited characteristics of the millennials.

They grew up with technology. They don’t remember a time before computers, the internet and smartphones. They live on social media. They share everything.

Actually, the truth is a little more complex, as this infographic about millennials shows.

They certainly seem to be connected. But it’s not all social media. Much of that online time is browsing news or researching work or study issues. And they don’t want to do everything online.

marketing-to-millennials-print-vs-digital

It’s also true that they share. A report by Boston Consulting Group says more than half ‘are willing to share their brand preferences on social media, compared with 31 percent of baby boomers‘.  Many also have their own blogs and personal pages. From a marketing perspective, social media is word-of-mouth on speed.

They think short-term rather than long-term. They want everything now. They don’t save for the future.

This seems to be at least partly true. One study shows that ‘millennials love to travel, buy clothes and dine out with friends’ more so than any other generation‘.

What’s more, their average debt is higher than their average annual income. And one in four is living at home with parents.  (Maybe this is fueling disposable income? Maybe it’s a response to unaffordable housing and little job security?)

They want to make a difference.  They’re idealistic rather than money-driven. They search for meaning in their jobs and their lives.

This is difficult to assess with hard data. But it does appear that experience is more important for this generation.

So what does all this mean for marketers?

Marketing to Millennials – Content

If you want to engage millennials, build your content around these factors.

Authenticity

This generation is very aware of spin and how things can be manipulated.  If the message and the reality don’t match up, they’ll notice.

Values

Millennial cynicism offers an opportunity to delight by living up to the values you promote.  That’s part of the authenticity.

How do you align your brand with millennial values?  It’s interesting to note that male millennials and female millennials have really different values. So think about your gender targeting when you develop your campaign.

marketing-to-millennials-values-male-female

marketing-to-millennials-microphone

Story

Story has always been important, but for millennials, it’s huge. It’s part of that search for meaning and authenticity.

Interactivity and participation

‘Interactive’ doesn’t mean online.  It means the millennials want to be involved. They want a voice. They create content. They share it.  The recent Apple shot on iPhone 6 campaign is a great example.

Images

Redshift and Bite also note the ‘rising popularity of visual-based interaction‘. It’s not just actions that speak louder than words. Pictures do too. Whether they’re photos or videos. Whether they’re online or in print. Make your images resonate.

Marketing to Millenials – Channels

It’s no surprise that for these switched-on digital natives, online is important.

But marketers must realise that online is not the only place to go.  For millennials, multi-channel works.  So don’t dismiss print out of hand. Just make it work with digital.

One effective approach is print materials to drive millennials online where they can interact.

An astonishing 75% of millennials have purchased something in response to direct mail.  

Why?

Print gives authenticity, especially if personalised or well targeted. Remember, this generation didn’t get a lot of letters when they were growing up. They appreciate something physical, addressed to them.  It’s real. Authentic. Combine that with a step where they can follow up in their digital space, interact and share. Now you’re pushing lots of buttons.

Millennials are also the only generation to rank mail as their “preferred” source of coupons.

  • Mail (61%, versus the 51% overall average of all generations)
  • Newspapers (52%, equal to the overall average)
  • Internet: download (47%, versus the 30% average)
  • Internet: print at home (42%, versus the 34% average)
  • Smartphones (39%, versus the 20% average)

Remember, we’re talking a savvy generation, quite capable of looking around for the best price. (And carrying a lot of debt, so keen on a bargain.) The old-fashioned coupon is still an effective marketing tool.

Another important channel is word-of-mouth.  More from Boston Consulting Group on that:

 Millennials are around 2.5 times more likely than boomers to at least occasionally share a social-media link that references a brand or product and to follow brands on Twitter. They are also far more likely than boomers to support their favorite brands online: 52 percent said that they post likes of a brand on social media such as Facebook, and 21 percent reported that they do so “every time” or “almost every time.” Also, 39 percent said that they post reviews of brands or products, 27 percent reported that they reference a brand in blog posts, and 26 percent said that they answer satisfaction surveys on mobile devices.

The word-of-mouth may now be online sharing, but the basic concept is the same. And if your campaign lets them interact, participate and create, they’re even more likely to share.

***

So what’s the ideal campaign when marketing to millennials?  Here’s one suggestion.

Develop an authentic message.

Promote it via traditional channels.

Use those channels to refer millennials online, where they can engage with your message.

Let them add their own angle and share with their own network.

Because one final thing about millennials is this – they trust their own network over experts!

24
Jul
Print Marketing ROI – How to Measure and Improve It
By admin on Friday, July 24th, 2015

print-marketing-roiDo you measure your print marketing ROI?

How do you track which business comes from print?

Are you happy with your results?

Whatever your current approach to tracking your print marketing, we hope this article gives you some tips and ideas on how to improve.

Comparing print marketing ROI to other marketing channels

There’s a great deal of press around the death of newspapers and magazines.  There are multiple reports about how spend on digital marketing is increasing every year. All this leads to the impression that print marketing doesn’t work any more. But there’s a body of research which shows differently.

One research study from 2014 compared 10 advertising campaigns across newspapers, magazines, TV, radio and online.

Amazingly, the two print media delivered better ROI than online, TV or radio!

It’s key here to distinguish between reach and ROI. It doesn’t matter how many people experience your ad, it’s how many respond to it.  And print has a couple of key advantages:

  • It endures longer. (Even a daily newspaper lasts longer than a TV commercial!)
  • It has a physical presence, which can trigger followup later.

This factsheet from the Value of Paper and Print lists some other research showing strong results for print marketing.

They also have a case study from Kenbrock about how print drives ROI for their flooring products.

“Our website is an important tool delivering an extensive overview of our wide range of products, particularly to commercial clients and architects, but our retail domestic customers need quality tactile reinforcement.”

“They come to the stores to touch and feel the products. When they leave with one of our detailed printed brochures they feel they are taking the whole experience home with them”.

Calculating print marketing ROI

The calculation for ROI is straightforward in itself. Total revenue divided by total costs.  The challenge is ensuring you capture all the revenue and all the costs.

Let’s look at costs first, since these are relatively easy.  The table below shows the main costs you need to consider for various kinds of print marketing.

print-marketing-roi-table-of-costs

Tracking revenue from your print can be more difficult.

When a customer clicks on an online ad to get to your website, it’s easy to track where they came from.

When a customer walks into your store or calls your number, how do you know whether they saw a print ad?  Or which one?

And what about the people who saw your ad, then searched for you online?

Here are some of the commonest ways to improve tracking of results from print marketing campaigns. Most of them have some margin of error, but they’re better than not tracking at all.

Change in revenue

If your business levels are relatively steady, then you run a print campaign and sales go up, you can attribute the extra sales to your print campaign.

Just be sure there are no other factors influencing the change in your sales. Maybe your business fluctuates with the season (eg flowers or jewellery at Valentine’s Day and Mother’s Day) or the weather (garden equipment). Maybe the competitor coffee shop in the next street closed for renovations.  Or a strong Aussie dollar means more holidayers are going overseas, so your outback tours are less popular.

Asking your customers how they found you

Another simple method, but not the most robust one.  Asking works best if you have a small team who can be trained to ask, and who will record the answers. Beware, customers may not know, or may not answer honestly.

This method may also be unsuitable if customers are in a hurry, or have to queue. Anything which slows down your ability to service them is a problem in this scenario.

Coupons, codewords, incentives and competitions

Include an offer or incentive in your print marketing pieces.  Then track redemptions.  If you use different codes for each print channel, you can compare performance across these channels as well.

One risk here is that too many ‘offers’ may cheapen your brand. Discounting may not be a good long term strategy. You could offer entry into a competition.  If your product has reasonable margin, you could offer a giveaway.

Use unique response channels

If you’re advertising in 3 magazines and on 2 radio staions, use 5 different phone numbers. It’s easy to route them all to the same end point, and the systems which do this will track how many calls came from each number originally. Especially effective if you use 1300 or 1800 numbers displayed prominently. Most customers won’t even notice the different numbers.

You can apply the same principle to reply paid addresses or PO boxes.

There is some extra overhead cost involved in setting this kind of tracking up. On the other hand, you get reliable information, which helps you know which channels are performing. So you can spend your future marketing budget more wisely and increase ROI over time. The cost is actually an investment for the future.

Use URLs, PURLs or QR codes to drive and track web traffic from print marketing

Urls or web addresses are like phone numbers – you can redirect a lot of them to one place! Use one for each channel and see where your traffic is coming from.  You need to keep them easy and relevant to you and your campaign, though. For example, if Xpadite were promoting our custom packaging capabilities, we could have urls such as:

  • xpadite.com.au/custompack
  • xpadite.com.au/brandedpack
  • xpadite.com.au/mypackaging
  • xpadite.com.au/custombox

This article gives more information, including links to how to set up your tracking.

QR (Quick Response) codes work the same way, but they’re used more with mobiles. With a QR code, the user doesn’t have to type a url on a small screen.

PURLs, or personalised urls, are often used with direct mail. This means you can track not just the channel but the individual as well. Examples might be:

  • xpadite.com.au/packaging-for-daren
  • xpadite.com.au/packaging-for-andrew

and so on.

Remember print marketing ROI is not always immediate

80% plus of email response comes within 24 hours. If you’re advertising in a monthly magazine, response obviously takes longer. But beware – it may takes much longer than a month! Many magazines are passed on from one reader to another. Many lie around in hairdressers, doctors’ waiting rooms and other places for many months.

The bulk of your response is still likely to be within a couple of months, but it does mean you need to be careful if you’re recycling phone numbers or URLs. Otherwise you’ll dirty up your data and your print marketing ROI calculations will go haywire.

What about print in multi-channel marketing campaigns?

Multi-channel marketing campaigns are becoming more and more common – and they’re often hard to measure!

Dependent on the channels you’re using, the best option is probably some split testing.

If your campaign has enough geographic reach, try adding print in one location but not another. So for example, an insurance company might run a campaign with TV advertising in NSW and Victoria, plus letterbox catalogues in NSW and Queensland. When the results come in, they can analyse the increased revenue from each of the three states to see what the best combination of channel is.

print-marketing-roi-multi-channel-exampleHere’s some example numbers to demonstrate. These are totally made up, but they illustrate one important point.

Better sales does not necessarily mean better ROI.

Compare the results for Victoria and Queensland.  There was more sales uplift in Victoria, but a better return on investment (marketing investment) in Queensland. So which was better value for money?

Of course it depends on your business objectives, but the company made a greater profit on the campaign in Queensland ($25,000) than in Victoria ($20,000).

This shows why return on investment is such an important measure.

Tips to improve your print marketing ROI

By now you should be convinced that print marketing can work, or at least prepared to give it a try.  The next question is, how do you make it work better? Here’s some ideas.

Great creative is essential.

Have a brainstorm in the office, or download our collection of great print marketing ideas to get your imagination flowing.

Print with multisensory appeal can help as well.

Target as closely as you can.

  • For letterbox media, select suburbs with demographics or lifestyles which match your ideal customer.
  • For direct mail, investigate potential lists and use ones with good selection criteria.
  • For magazines and newspapers, consider the readership

Have a clear call to action

A reason to respond. A clear and obvious way to respond. Make this stand out with contrasting colours, borders, large font or other methods.

But don’t have too many response options. Harvard Business Review explains why choice isn’t always better.

Consider the position of advertising in magazines and newspapers

  • FHRHP – First half, right hand page is generally considered best
  • Cover positions (front and back) also generate better response, but they are more expensive.  Experiment to find the best ROI for you and your product.
  • Frequency matters. For large format ads, four times seems to be optimum. For smaller ads, it might be as much as seven.
  • Try unusual ad sizes and formats to stand out better. Multiple right hand full pages one after the other revealing a story. A strip along the bottom of the page.

Test, test and test again

Testing is the R&D of marketing. It allows you to see what works and what doesn’t.  So whatever you do, test it!

Good luck everyone with measuring and improving your print marketing ROI!

 

product-sample-selectionCarefully targeted and planned product sampling can deliver fantastic results for a whole range of physical products.  Why?

  • It puts your product literally in the hands of the customer.  It’s more immediate and ‘real’ than any advertising campaign can be, so it gets immediate cut-through.
  • It lets your target market ‘try before you buy’. So they can experience your product fully.
  • It’s the ultimate ‘guarantee’. In essence, product sampling says, ‘We know this is so good that once you’ve tried it, you’ll be happy to pay the price we charge for more.’  It shows your confidence in your product’s value for money.

But successful product sampling means much more than just standing on a street corner, or in the shopping centre, handing out freebies to whoever comes past.  You want your samples to reach the right target market, at a time when they can appreciate them.

Some careful thought will make your product sampling campaigns as successful and cost-effective as possible.  Here’s a list of questions to consider.

What will your sample look like?

This may sound obvious, but you need to think about how the sample reflects your goals right from the start.

Which variety of your product?

You’re promoting shampoos.  Or beauty creams. Or health bars.  You have a product range.  Should you sample your new ‘flavours’, or should you focus on your top-selling core product?

The answer depends on your goals. If you want to increase market share, it’s probably better to go with the core product.  If you want to extend your range or increase awareness of new ‘flavours’, try those.  But you may not get quite so much conversion.

Full size or trial size?

A full size package is easier operationally.  There’s no need to design and produce a sample size.  On the other hand, it will almost certainly cost more to ship.  A full size sample also provides lots of uses to the recipient, so it will take longer before they convert to a sale.

Packaging

If you opt for a trial size, will you replicate the full size packaging, or will you go with a cheaper option?  (For example, foil packs versus a bottle.)

Cost is obviously one factor in this decision. Against that, a cheaper package may affect the product experience. And what if your packaging shape is a key part of your brand? In that case, simplified packaging may affect brand awareness and uptake.

Xpadite can help you assess custom packaging options for sample product sizes.

Should anything else be included with the sample?

Here are some options to consider.

  • Coupons. One piece of research done for the US Postal Service found that 89% of consumers said that an accompanying coupon would increase the value of a mailed sample box.  A coupon also offers an incentive for sales conversion.  If you do decide to use a coupon, you need to minimise the chance of it getting lost before it’s redeemed.  You could attach it to the product sample, or give it a magnetic strip to hold it on the fridge, for example.
  • Brochures. If you have a wide product range, this gives you the chance to promote more items.  On the other hand, it may dilute the power of your offer if the range is too wide.
  • Multiple samples.  What if you’re introducing several new flavours, colours or formulations?  Consider adding a feedback form with an incentive to complete it, and now you get some hands-on market research.
  • Competition entries or similar.  This can be another great way to collect consumer information and product feedback.

In this campaign, product sampling by direct mail was combined with a competition to collect further information and a discount voucher to encourage purchase.  You can bet those vouchers were individually tracked too, so the competition data and the purchase behaviour could be linked.

product-sampling-by-direct-mail-kenco-outside-view

  product-sampling-by-direct-mail-kenco-inner-view

 

How will you reach your target market?

As we said above, standing on a corner handing thing out to passers-by is not targeted product sampling!  But what are your other options?

Letterbox drops

If you’re a local retailer trying to promote business, this can work really well.  (In this scenario, a coupon is a great way to get people into your store rather than wherever they normally shop.)

If you’re the product manufacturer or distributor rather than a retailer, you can still use letterbox drops for product sampling.  You should be clear on the demographic characteristics of your core market.  Target suburbs which match this profile.

Addressed mailing lists

You may have your own lists of existing customers, or of those who have responded to competitions.

There are many third party lists available where you can select on criteria including gender, age, household income and interests.

Collecting requests for product sampling via online or social media

As Australians move to the web, this has become more and more popular.  A properly promoted sample offer can help you build a list for future marketing as well as for your sample campaign.

This is also a great option if you have a range of different samples on offer – flavours, scents, lipstick colours or so on.  Each individual can request what best suits them.

But beware of people who just want ‘freebies’.  You may want to set some criteria for who can apply.  You will almost certainly need to limit the number of times you send samples to any one address.

Fulfilment for this kind of campaign needs to be looked at carefully too.  Ideally, you want to send samples out the same day they are requested so that they arrive quickly and reinforce good feelings about your brand.  This may affect operational cost though, since fulfilment is lots of small jobs rather than one large one.  It’s also harder to predict total levels of demand.  You’ll need to work closely with your fulfilment supplier – we know this from experience!

Include samples with e-commerce orders

This one works for both e-commerce pureplays and any other retailer who has an ecommerce site.

  • If you don’t tell customers you’re going to send something, then it’s a great way to exceed expectations.
  • If you do tell customers, give them some choice of samples and you get lots of ideas for how to extend your product range.

You may want to set a minimum order value to keep this offer viable.

It can be also be a great way to dispose of unsold stock if you have made some poor purchase decisions in the past.

How will you measure success?

It’s important to know what you are trying to achieve – and to set a baseline before you start!

Most companies have an idea what current sales are, so if you just want more sales, the task is relatively easy.  But what if you’re more interested in new customers? Or increased brand awareness?  Decide how you’re going to measure, then measure both before and after the product sampling campaign, using the same method.  Otherwise how will you know the level of impact you achieved?

So next time  you’re thinking of using samples, ask yourself the questions above. They should help you design a cut-through, effective campaign.  And of course you can always talk to Xpadite, both for ideas and for assistance with your fulfilment.

27
May
Multi Sensory Marketing: Ideas and Examples for Print
By admin on Wednesday, May 27th, 2015

multi-sensory-marketing-graphic

What is multi-sensory marketing anyway?

There’s been a bit of buzz around multi-sensory marketing in the early part of 2015.  So we thought it was time to take a look.

Essentially, it’s marketing which appeals to more than one sense.  Human beings are intensely visual, so most advertising and promotion is highly visual too. But Gemma Calvert and Dr Abhishek Pathak, of the Institute on Asian Consumer Insight, claim in a recent issue of Admap that visual alone simply doesn’t work any more.

The average adult is exposed to more than 200 advertising messages a day, so people simply ignore most of that.  But sound, smell, taste and touch have a greater influence than people realise.  If your marketing includes sensory triggers, you can connect at a subconscious level.

How can you implement multi sensory marketing effectively?

We’ve put together some ideas and example campaign to help you engage senses other than sight.  You’ll notice that our showcase is based on print.  Not only is print what we know best, it’s also a great vehicle for smell, taste and touch.  These three senses are difficult to engage in online marketing, so print and offline have a natural advantage.  But let’s start with….

Sound

Sound is probably the second most used sense in marketing.  Think radio, which is pure sound. TV is of course audio-visual.  In fact, think how often ‘multimedia’ actually means just audio and visual, with no concern for the other three senses.

The classic example of sound in advertising is the jingle.  ‘I love Aeroplane Jelly’.  There are also catchphrases like Tony the Tiger’s roaring pronunciation of ‘Frrrrrrrrosties!

But what about sound in print?

The traditional answer would be to leverage the sound of the paper or other printed material.  So potato chips and corn chips are in crackly bags because this means consumers perceive them as ‘crunchier’.

Modern technology offers more options.  We’ve all seen the greetings cards which play a song when opened.  The same technology can be used in marketing.  One campaign embedded sound chips in a postcard, so when you drove you could hear a mosquito in the car with you. The result – an 80% increase in sales!

Touch

Print is by its very nature tactile, but we wanted to find some examples which went beyond the basics.  How about these?

This  Dove Scratch Card direct mail campaign in Canada was designed to show women how other products might damage their skin.

We’ve also seen good use of scratch cards in loyalty programs in Australia.  Members who have to scratch to reveal what offer they’ve won are more likely to convert to purchasers than those who simply receive a discount offer.

multi-sensory-marketing-beer-bubble-poppingLubriderm took another approach.  They used two different grades of paper to demonstrate how use of Lubriderm could improve the feel of your skin.  The ad increased sales by 16%.  Watch the Lubriderm video here.

One more way of using touch, this time in marketing aimed at a more male-skewed demographic.  The beer drinker.  It’s a completely unrelated product category, yet the message is still about pampering yourself! 

multi-sensory-marketing-spread-the-warmthOur last example for ‘touch’ makes use of thermodynamic ink. This campaign encourages readers to ‘Spread the Warmth’ almost literally.  Their finders light up a gloomy black and white picture with a warm orange glow. It’s also worth noting how cleverly the sensory marketing points are linked the services charity Age UK offers.

Smell

Smell is probably the most emotive of all senses, so it’s surprising that it isn’t used more in advertising.

Smell is often associated with food.  One notable Australian campaign was the launch of Heston for Coles Lemon Myrtle Hot Cross Buns in Easter last year. Full page ads in weekend newspapers invited users to rub and release the scent of buns.

Here’s a non-food example which we love.  (And which gives us a chance to play you a cute cat video and claim it’s all about business!)

Cats can’t resist catnip paper, and that’s what this direct mail relied upon.

 

multi-sensory-marketing-chocolate-letterTaste

Tasty print advertising?  Well, you need to choose your paper carefully, but that’s exactly what Fanta did for this campaign.

If your budget doesn’t stretch to something like this, you might want to try direct mail samples.  Something simpler than the Royal Mail chocolate letter, which explained quite how wonderful direct mail is.

Three of the best truly multi-sensory marketing campaigns

What about a business card which tell people whether they need your services?

multi-sensory-marketing-schwimmer-business-card

Or Snoop Dogg’s smokable songbook?

multi-sensory-marketing-smokable-songbook

Or finally, the awe-inspiring edible cookbook.  A combination of touch, smell and taste almost beyond belief!

***

So there you have it.  Multi sensory marketing campaigns can be as simple as scented paper, or as complex as baking a lasagne book.  Whatever your idea, why not talk to Xpadite about how to turn the vision into reality.