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!

26
Apr

At Xpadite we’re interested in drink packaging design because we do a lot of packaging and fulfilment for beverage clients.  Here are some of the most innovative ideas we’ve seen recently – along with some ideas on how to adapt them.

64% of consumers say they’ve tried something new because the packaging caught their eye.

Whether you sell drinks or something else entirely, we hope you find inspiration.

1. For the love of tea

‘Te quiero.’  In Spanish, it means ‘I love you’.  It’s used not just for your lover, but for family and friends as well.  It also sounds exactly the same as ‘té quiero’ – with an acute accent.  ‘I love tea’.

drink-packaging-design-te-quiero

 

What else could you put inside a flower-opening package?  Gift items like jewellery, chocolates, luxury toiletries and fragrances spring to mind.

2. Flowers and Bubbly  – Turning Drink Packaging Design Upside Down

More romantic packaging design for Cava sparkling wine.  Simple, imaginative and effective.  Also great fun.

drink-packaging-design-cava-wine-bouquet

If you’re selling Australian product anywhere in the northern hemisphere, you could adapt this idea.

 

3. Practical Drink Packaging for Out and About

While we’re turning things upside down, what about this drink packaging design?  Is it a glass?  Is it a bottle?  It’s both!!

It’s a bottlass.  Great idea, but it needs a better name.

4. Improving the Product with Great Packaging Design

Why is wine stored horizontally?  Traditionally, this keeps the cork moist and prevents oxidation.  This packaging for Quartz champagne makes it hard to stand the bottle upright.  What’s more, it builds on the brand name and it makes the product stand out on the shelf.

drink-packaging-design-quartz-champagne

 

Look at the easy-carry handle too.  If your product is heavy or bulky, that’s a feature you might like to consider.

5. Packing in extra value

Serious wine drinkers might also like this packaging – the wine comes with its own paper for tasting notes.

drink-packaging-design-tasting-notes

Don’t limit yourself to tasting notes.  That piece of paper could be any number of things.

  • A promotional offer or something to drive buyers to your website or collect contact details.
  • Information about other products in the range.
  • How the purchaser should store or care for the product.
  • Recipe ideas for a gourmet vinegar or condiment.

Try this for any product which comes in a bottle or which has a long narrow handle you can wrap paper around.

Don’t forget, our fulfilment team can help with assembling this for delivery to retail stores too!

6. Getting the Most Out of Packaging

Casual drinkers also want to squeeze every last drop of enjoyment out of their wine.  Here’s one way to do it:

drink-packaging-design-aube-wine-box

 

7. Great Packaging Design Takeaways

There’s a lot of wine in this packaging showcase – we don’t know if that makes you happy or sad!  But this final drink packaging design lets you share how you feel.

These ’emotion cups’ from were a limited edition souvenir for take-out coffee shop Gawatt.  If we had one, we’d keep it!


Key elements here are interactivity, emotion and fun!  What can you do to add those to your packaging?

***

We hope this gives you some inspiration.  And if you’d like some creative packaging design and solutions specifically for your product, why not contact Xpadite?

20
Apr
Sustainable Printing
By admin on Monday, April 20th, 2015

 Forget CMYK – Let’s talk GREEN!

With Earth Day just around the corner,sustainable-printing-image it’s time to take a look at sustainable printing.

According to one study, 82% of today’s consumers are interested in buying and using environmentally friendly products and services. Your company may also be targeting sustainability. So what can you do about it when you use print?

Is Print Less Sustainable than Electronic Media?

‘Save the trees’ is often interpreted as ‘Go green, go electronic.’ But the truth isn’t quite so simple.

  • US research has found that 70% of toxic waste in landfills is from electronic items.
  • Servers storing and distributing digital information use at least 2% of the country’s total energy. It could be as much as 10% by 2020.
  • 30 minutes of reading the newspaper online has about the same environmental impact as a printed edition.
  • Paper is the most recycled resource on the planet.

All industries have an environmental impact. Printing is far from the worst environmental offender.

All the same, there are plenty of opportunities to move to more sustainable printing. Here are some key points.

The Role of Paper in Sustainable Printing.

Using recycled paper is the first ‘sustainable’ solution which springs to mind. But for print marketing, there is often not a suitable recycled paper option.

A better solution may be to insist on paper certified to meet environmental standards. This helps support sustainable forestry practices.

Papermaking creates the need for a dependable supply of responsibly grown wood fiber. The reliable income landowners receive for trees grown on their land encourages them to maintain, renew and manage this valuable resource sustainably. This is an especially important consideration in places facing economic pressures to convert forestland to non-forest uses.

World Business Council for Sustainable Development and NCASI

There are two main environmental standards which apply to paper in Australia:

FSC (Forest Stewardship Council). This certification has 3 categories:

  • FSC 100% Containing nothing but fibre from FSC certified forests..
  • FSC Mix The timber or fibre in the product is a mixture of two or more of the following
    • Timber or fibre from an FSC-certified forest
    • Reclaimed timber or fibre
    • Timber or fibre from other controlled sources
  • FSC Recycled All the timber or fibre in the product is reclaimed material. At least 85% is post-consumer recycled material.

AFS – Australian Forestry Standard

AFS oversee the Australian Standard® for Chain of custody for certified wood and forest products (AS4707). They also oversee the PEFC Standard 2002:2010 Chain of custody of forest based products in Australia. (The Programme for the Endorsement of Forest Certification (PEFC) is an international non-profit, non-governmental organisation dedicated to promoting sustainable forest management

Think About Ink!

Paper may create more volume of waste, but ink waste can be more toxic! Inks are often made from chemicals which have environmental impact both during production and later when disposed of. Consider specifying soy or vegetable-based inks in your print projects instead.

Look at your font choices too! Lighter fonts use less ink than bold ones. They’re also often fine and elegant.

Sustainable Printing Processes

Unless you have huge volumes of print, sustainability can be less about materials and more about processes. What’s going on when the printer is actually producing your project? What about waste, recycling, power efficiency, water use and so on?

The Australian printing industry has its own Sustainable Green Print Certification Program for printers and related suppliers.

  • Level 1 covers record-keeping, compliance and cleaner production practices and waste management, including recycling. It includes a simple environmental management system (EMS) that is your pathway to environmental sustainability.
  • Level 2 introduces additional levels of management and control including the tracking of waste streams, a focus on energy consumption and the carbon footprint. Companies must set KPIs to address waste, recycling, energy, water, incident management, storage and handling of printing chemicals, energy and air emissions.
  • Level 3 means the company is ready for the ISO 14001 (Environmental Management Standard) certification, recognised globally.

Xpadite’s supplier network includes many certified suppliers, so if this is a requirement for you we can fulfil it easily.

Planning Your Projects to Support Sustainable Printing

What about simple, practical options you can look at yourself?

1. Consider the size of your printed piece.

  • Smaller items take less resources.
  • They’re also usually cheaper and more energy-efficient to mail and ship.
  • Unusual shapes and sizes may even help your printed material stand out and get a better marketing result.

2. Consider print quantities.

You don’t want to run out, but you don’t want too much left over to store either!

3. Batch your print jobs.

Another way to make printing efficient is to produce several pieces at the same time, to a common standard. A single A2 plate can print 4 A4 leaflets with one print run. That’s a much lower environmental cost than 4 separate short runs.

It’s much cheaper for you too!

4. Don’t forget packaging.

Packaging is one area where you really can use recycled materials.

Packaging has to protect as well as display. Cardboard boxes and cartons can be made from fully recycled materials.

Here’s a couple of examples:

sustainable-printing-light-bulb-packaging  Reduced packaging, recycled packaging, yet still protective and functional. And it gets the message across!

 

 

 

 

sustainable-printing-Joolz-elephant-packaging

Joolz make prams. They print instructions on their packaging to recycle it into something else

 

 

 

 

One final point – make sure you tell your clients and target market about your sustainable printing efforts. It may or may not make them like you better, but it’s unlikely to turn anyone off! So you have nothing to lose!

24
Mar
Xpadite sponsor junior regional soccer
By admin on Monday, March 24th, 2014

Xpadite are proud sponsors of the Gladesville Ryde Magic FC Under 12s soccer squad, competing in the NSW Regional League.

Gladesville-Ryde-Magic-soccer-u12The Squad’s new soccer strip was revealed at the Season Launch evening.  In the photo you can also see Xpadite Managing Director Daren Horvat and Operations Manager Ilga Horvat.  Soccer’s a passion for the entire Horvat family.  Naturally, they support their local team – the Western Sydney Wanderers.

In addition to the Xpadite sponsorship, Daren is actively involved in youth soccer.  He has coached and managed teams for years.  He also plays himself – when he isn’t hopping around on crutches recovering from soccer injuries!

2014 is only the second year the NSW Regional League has operated.  This competition is designed to act as a stepping stone between grass-roots soccer and Football NSW Premier League football.  It’s the first year that Gladesville Ryde Magic FC have participated, and Under 12 is the youngest age group.  Xpadite are proud to support the development of potential future Socceroos!

We wish the Gladesville Ryde Magic FC Under 12 Squad the best of luck for the 2014 season!

 

22
Dec
Xpadite Christmas Operations
By admin on Sunday, December 22nd, 2013

christmas-paper-tree

We would like to take this opportunity to extend our sincere appreciation to all our clients, suppliers and partners for all your support throughout the year.

The team at Xpadite Group wishes you and your family a wonderful festive season and a happy, healthy and prosperous 2014.

 

Please take note of the below trading hours during the Christmas & New Year period.

Tue 24th Dec Closing at 16:00 (AEDT)

Wed 25th Dec Closed (Christmas Day Holiday)

Thu 26th Dec Closed (Boxing Day Holiday)

Fri 27th Dec Normal trading hours

Mon 30th Dec Normal trading hours

Tue 31st Dec Closing at 16:00 (AEDT)

Wed 1st Jan Closed (New Year’s Day Holiday)

Thu 2nd Jan Normal trading hours

If you have any queries, please do not hesitate to contact our office for assistance.

13
Dec
The Hidden Costs of In-House – how much is your time worth?
By admin on Friday, December 13th, 2013

time-is-money-hourglass

A recent campaign by one of our clients included a small direct mailing, with a letter and a brochure to be sent to targeted named individuals.  There were under a thousand pieces, and the client decided to do the mailing in-house, while we looked after some other aspects of the campaign for them.

We were chatting to them afterwards and they told us about their experience.

The conversation went something like this:

 

‘I never realised it would take so long.  There were four of us, but it still took seven hours!’

‘Yes, manual folding and insertion is really time-consuming.’

‘And that’s not all.  You know the letters were personalised?  Well, we found out we’d put them in envelopes with other people’s names on.  So then we had to take them out and label up new envelopes and reinsert the letters.  It took forever.’

‘Oh no, that’s terrible.  You should have just given it to us to do.’

‘Well, yes, but it was only 900-odd pieces and we thought we’d save a little money.’

‘Do you remember, our quote for that job was $350?’

 

The moral’s pretty obvious, but it’s something we see time and time again.  Hidden costs don’t show up on an invoice or come out of a campaign budget, so they’re easy to overlook.

Do a simple sum on the true-life story above, and you can see the client ended up spending a lot more in time than they saved in money.  If we’d paid four staff for seven hours each out of the $350 we quoted, they’d have made $12.50 an hour.  (Maybe even less, since that rate doesn’t allow any margin for profit, on-costs or management time.)  It’s a fair bet that every single one of our client’s four staff is paid at a much higher rate than that!  They’re trained marketers, after all – which brings us to the next point of this story.

Hidden costs include not only time but also opportunity cost.   Shouldn’t trained and qualified marketing staff be spending their time creating brilliant campaigns or analysing the results of your latest promotions rather than stuffing envelopes?  A workplace pizza party stuffing the Christmas cards into envelopes once a year may be fun and a good team-builder, but year-in year-out, it’s not cost-effective and it’s not likely to keep your team engaged and motivated.

The same principle applies to all kinds of routine administrative tasks in marketing.  They need to be done, but outsourcing is often more efficient than keeping the mundane work in-house, PLUS it frees up your team to work in the areas where they can really make a difference.

***

You may like these other blog posts from Xpadite:

The Future of Print – Print that Performs!

10 Tips to Control Print Costs

Outsourcing Logistics and Warehousing: 10 Considerations

Marketing Collateral Which Works

And don’t forget to download our 30 Great Print Marketing Ideas!

10
Dec
Gift Suppliers Survey – Insights and Questions
By admin on Tuesday, December 10th, 2013

In November, Xpadite conducted our first survey of suppliers to the home and gifts retail sector.  We wanted to understand the business landscape for our clients in this area – the survey certainly uncovered some things we didn’t know and raised some new questions.

Check out the infographic and our comments below it.

infographic-gift-supplier-survey-2103

The key points for us were:

  • The supply chain is more varied than we thought.  We expected suppliers to be either manufacturers or wholesale importers.  Instead we found many gift suppliers are using more than one sourcing method (average 1.8), which makes their businesses far more complex.  Plus, manufacturers seem to be selling to distributors rather than direct to stores, so the supply chain is longer.

 

  • Printed promotional materials were far more dominant than we had expected.  Good news for us, as it suggests a lot of untapped opportunity, but we are left wondering how it gets into the hands of the retailers – everyone uses print, but less than half our respondents have sales reps or direct mail as delivery channels.  We’re left with the image of a trade show bag, full of leaflets and brochures, sitting unopened by a desk and finally being thrown away…

 

  • The relative lack of interest in consumer packaging was a surprise to us too.  Many Xpadite clients are passionate about packaging and presentation of their product (look at the lengths Taylors Wines go to), and use this to pull product through the supply chain rather than just pushing it out to retailers.  We know from experience that good packaging can increase perceived value and price by far more than it costs, so it was a revelation for us that only one in 5 gift suppliers invests in gift packaging or branded packaging.

What next?

Tell us what you think of the results and whether they reflect your business.  If you have any feedback or if you’d like an invitation to take the survey next year, just drop us a line.

We’d also be happy to chat with any gift suppliers about how we can help you stand out from the crowd.  Maybe you’d like to mail a catalogue out before trade show season to tempt more visitors to your stall; maybe we can help you source some fantastic packaging and repackage your goods.  Or we can work with you to put together a multi-product gift pack and help move more product.

And last but not least, congratulations to our prize winners – The Armoury Collective – who will be enjoying Christmas with some wine from those lovely people at Taylors we mentioned before.  Thanks to you and to all our participants – we wish you a successful holiday season and a well-earned rest!