If you’re wondering whether it’s worth the effort to expand the number of marketing channels you are using and invest in deeper integration between them, just take a look at the data.
According to a study just released by the Interactive Advertising Bureau (IAB) and Winterberry Group (April 2017), nearly 60% of U.S. digital marketing and media practitioners now engage in cross-channel marketing. This is up from 33% one year ago.
It’s no wonder. SailThru finds that 72% of consumers would rather connect with brands and businesses through multi-channel, and in a B2C environment, multi-channel B2C campaigns realize a 24% greater return on investment. Multichannel shoppers also spend 3x more than single channel shoppers.
Not surprisingly, marketers are increasing the number of channels they use. More than half (52%) of marketers now use 3-4 marketing channels. This is up from 44% of marketers one year earlier (DMA).
Here’s another 52% statistic you should know—52% of multichannel marketers say they “usually” or “always” hit their financial targets! (CMO by Adobe)
Want to be among them? Here are some of the channels you should be integrating:
- Social media
The trick isn’t simply using more channels, however. It’s not about volume—it’s about strategy. It’s about integrating the right channels at the right time to reach the right prospects on the channels they use most.
This can be daunting, especially if you have limited resources to invest. The good news is that you don’t have to go it alone. Let us help you navigate the multichannel world and create campaigns that use the right mix of channels for your products, target audience, and marketing goals.
An effective brand creates an enduring perception in the minds of your customers and distinguishes you from your competitors. An investment in branding can pay off in many ways.
Increase mind share. When you want a cola, you think of Coca-Cola or Pepsi. If you need a bandage, Band-Aid comes to mind. Are you top-of-mind in your market segment? The sensory components of printed materials engage readers on an emotional level, connecting customers to your brand in a way electronic marketing can’t match. Consider incorporating a gloss varnish, embossing, a distinctive die cut, or one of the many textures now available in papers and other substrates.
Build loyalty. A memorable experience with a quality brand creates loyalty, which translates not only into the likelihood of a repeat sale but also an increased probability that the customer will buy related items from the same brand.
Benefit from referrals. People who have never used your product or service may still recommend it if they’ve encountered your brand enough times to develop a sense of familiarity. Printed collateral can be more visible to the casual observer as the prospect doesn’t have to consciously seek out your message. Include your social media information on your printed products.
Command a premium price. A powerful brand can lift your product or service out of the ambit of a commodity, so you have buyers eager to pay more for what you’re selling. Many companies sell coffee, so what makes people stand in line and pay top dollar at Starbucks?
Lower your marketing cost in the long run. Although you have to invest resources to create a strong brand, once it is established you can maintain it without having to re-tell your story. Many budget-conscious marketers rely heavily on electronic media, but research shows that people still prefer print. We simply don’t have the same visceral reaction to an e-brochure as a professionally printed piece.
Less risk for the consumer equals more sales for you. If someone is put on the spot to make a decision, he will most likely choose the brand-name supplier. Consider monthly postcard marketing so prospects interact with your brand regularly. Printed materials have the advantage over electronic media based on portability and permanence.
Building an effective brand is a continuous process. Evaluate your brand’s market position periodically to make sure it’s fresh and relevant.
Great Lakes Integrated’s Jason Schultz Recognized as Leader in Printing Industry and Cleveland Sales and Marketing Community
-Jason Schultz Recently Appointed Chairman of the Printing Industries of Ohio and Northern Kentucky and Recognized as Cleveland Sales & Marketing Leader-
CLEVELAND, OHIO (March 29, 2017) – Jason Schultz, vice president, marketing at Great Lakes Integrated, Inc., a leading Cleveland-based marketing execution company specializing in printing, marketing software and fulfillment services has been recognized for his leadership and business acumen among peers in both the printing industry and Cleveland sales and marketing community. Schultz was recently appointed chairman of the Printing Industries of Ohio and Northern Kentucky (PIANKO) and was also named a 2017 Distinguished Marketing and Sales Award recipient from the Sales & Marketing Executives of Cleveland (SME Cleveland).
“As a fourth-generation family member in the industry, Jason brings a vast array of knowledge and experience to the Association for someone so young,” said Jim Cunningham, president of PIANKO, a trade association of graphic arts companies and suppliers located throughout Ohio and Northern Kentucky.
“Even more exciting is Jason’s energy and creativity which inspires other young people to consider print, and longtime industry leaders to recognize the potential impact of our young Association members. I look forward to continuing to work with Jason in the coming year as we expand the opportunities for new directions within the printing and graphic arts industry,” said Cunningham.
PIANKO has dedicated itself to helping members improve and expand their businesses through a broad spectrum of specialized services, educational programs, individual member partnerships, and legislative monitoring provides member companies with the guidance to plan for and attain profitable growth.
Another organization recognizing Schultz’ experience and expertise is the Sales and Marketing Executives of Cleveland (SME Cleveland), a Northeast Ohio association comprised of 300 sales and marketing professionals that offers valuable resources and networking opportunities for members and guests. Schultz was named a 2017 Distinguished Marketing and Sales Award recipient at the annual awards ceremony in February.
The Distinguished Marketing and Sales Awards (DMSA) is the profession’s premier honor to acknowledge excellence and provide community recognition for outstanding sales and marketing achievements. Selection criteria is based on the demonstration of the highest business, professional and ethical standards.
Schultz joined Great Lakes Integrated, Inc in 2001 as an Account Executive. He holds a Bachelors of Business Administration degree from the University of Cincinnati. In 2014, Schultz was a Hall of Distinction Award winner of the Graphic Arts Council of Cleveland.
About Great Lakes Integrated, Inc.
For the past 86 years, Great Lakes Integrated, Inc. has been leading the way in the commercial printing industry, with an array of printing services and solutions. Today GLI has evolved into a marketing execution company comprised of industry leading professionals whom deliver award winning print, advanced marketing software and state-of-the-art fulfillment and distribution services.
What’s the secret to personalized printing success? It can be summed up in a single word: relevance. You can “personalize” a document with dozens of variables related to a customer’s gender, income, geographic location and more, but in the end, if the document isn’t relevant to the recipient, it won’t be effective.
How do you ensure that your personalized mailings are relevant to the people you are sending them to? You get to know them.
The industry’s most successful marketers know everything about their customers. They ask questions. They do customer surveys. They conduct focus groups. They collect a variety of customer data that helps them create detailed profiles of those customers. They mine data efficiently.
How does this work? Say you are a marketer of women’s health products. You have been personalizing direct mailings by name, age and stage of life, but the response remains low. To figure out what’s going on, you conduct a survey to learn more about your customers’ lifestyles.
Based on the survey, you find that a high percentage of your customers are home-schoolers. While these customers value natural products, your research finds that their time and finances are restricted by home-schooling costs and activities. You also find that among this group, personal pampering is not a high priority.
Based on this new information, you might change your pitch. Instead of focusing on the appeal of your products to the recipient personally, you might begin to address this demographic’s larger concerns and lifestyle needs. You talk about the cost-effectiveness of natural products in comparison to commercial products. You talk about the ability of these products to boost energy, improve the restfulness of sleep, and provide long-term health benefits for growing children. What do you think will happen to your response rates?
There is a common saying, “Knowledge is power.” That’s as true in marketing as it is anywhere else.
Do you see marketing as a sprint or a marathon? Increasingly, marketers are taking the marathon view, developing their plans to focus on long-term results rather than just “right now” sales. In this view, marketing has a two-fold purpose: to foster immediate sales and to plant seeds for tomorrow’s.
First you must identify the factors that will further your company’s long-term marketing goals. You might not have a perfect understanding of every looming competitive, economic, legal, sociological, or technological force, but you can become alert to the possibilities. Arm yourself with information on the longevity and profit potential of your present market’s lifecycle as well as budding market opportunities so you can begin positioning your business for tomorrow today.
Here are a few ways to foster future business opportunities regardless of your business size or budget.
- Provide platinum-standard customer service. Your goal is always to exceed your customers’ expectations, but if you fall short, admit it. Many loyal repeat customers result from perfectly corrected errors.
- Cultivate your elite customers. Your best customers—those who are easy to work with, who really like you, and who have a positive history with your company—are a goldmine of quality referrals. Strengthen existing relationships and build new ones by giving your top clients and their guests special offers, insights, and previews of your innovations.
- Create top-of-mind awareness. Not everyone needs your product or service today, but many will at some point in the future. Capitalize on your vision of emerging needs and trends, communicated using our suite of multichannel marketing tools and techniques, to get your product in front of tomorrow’s customers now.
It takes time for the seeds you plant today to germinate into future business. Essential to all of this is to communicate effectively with your target audience. Consult with us to learn how our technology and expertise can support these efforts.
Digital marketing channels have an important place in the media mix, but as marketers have learned, ubiquity of presence doesn’t necessarily translate into greater profitability or effectiveness. Recently, an article in USA Today reinforced this conclusion. It discussed the hard copy vs. digital issue from the perspective of traditional print media, and there are important conclusions for marketers.
Despite the pounding that traditional media have taken in public opinion lately, here are a few points from the article worth noting:
- Investors are still lining up to make bids for ownership of traditional print news media. In fact, one group offered Time Inc.—not fire sale rates—but a 30% premium for its shares. The offer was rebuffed because management felt the paper had too much value.
- Tronc, formerly Tribune Publishing, also refused an inflated offer to buy its shares, even after a bidding war that drove up the price.
- Although margins are declining, many newspapers and magazines remain profitable. The fat has been trimmed, and profits are now about cost management and efficiency.
- What isn’t making a lot of money? Digital channels. Readers expect to have access to digital content, but after 20 years of fiddling with revenue models, publishers cannot figure out how to make it truly profitable. Readers expect digital content to be free. The revenues from the digital arms of traditional publications still cannot compete with those from print.
- Traditional publications like Time, Fortune, and The Washington Post (along with more populist publications like Sports Illustrated) have something digital channels do not—reader trust and loyalty.
What can marketers take from this? The print vs. digital debate isn’t unique to marketing, and neither are the conclusions. Whether it’s traditional news media or print and multichannel marketing, print continues to maintain a value and importance in the mix that cannot be replaced by digital channels. In order to maximize profits and reader (or customer) engagement, you have to include print.
Looking to build or expand your mailing list? If so, you have more options than the standard approaches of purchasing a targeted list or purchasing data to append the list you already have. Here are five ways to build a great direct mail list that you might not have thought of.
- Purchase a trade show attendee list.
Trade shows attract a very specific target audience, and they generally attract the decision makers in the company. Attendee lists from key trade shows in your market vertical can net you very high value prospects.
- Purchase a media list.
Like trade shows, specialty magazines (including trade magazines) have well-defined target audiences, and some will sell their subscriber lists to marketers. Demographic breakdowns are used for advertising sales, and by contacting the magazine, you can often obtain them.
- Tap your own content marketing.
If you offer an e-newsletter, ask for recipients’ street addresses at sign-up. If website visitors can download white papers or case studies, ask them to fill out an online registration form and include their street address as an option.
- Use Every Day Direct Mail (EDDM).
Every Day Direct Mail from the United Postal Service is an inexpensive way to target households within a specific demographic radius. Although EDDM lists do not include names, once people respond to your communication, you now have qualified leads—and names.
- Purchase a cloned list.
Do you already have a productive direct mail list? Just want more customers like the ones you already have? Cloned lists allow you to do just that. Create a profile of your best customers, then purchase a list that reflects that profile.
These are all smart, cost-effective ways to build your direct mail list that can yield great results. Need help? Please reach out to your account executive and if you don’t have an account executive please reach out to Jason Schultz at 216-634-5117 or firstname.lastname@example.org.
Great Lakes Integrated (GLI), a Marketing Execution company comprised of industry leading professionals whom deliver award winning print, advanced marketing software and State-of-the-Art fulfillment and distribution services, is proud to announce it was recently awarded fifty-four (54) 2017 Print Excellence Awards from the Printing Industries of Ohio – N. Kentucky.
According to James Schultz, Chairman, President and CEO of GLI, “We are honored to have received these Print Excellence Awards. A big thank you goes out to our customers for entrusting us with their most discriminating projects. Also, the team of professionals at GLI does a fantastic job of producing award winning print. While GLI provides different channel options for its customer’s today, print still is and will continue to be a powerful way to communicate.”
Printing Industries Association President, Jim Cunningham stated how impressed this year’s judges were with the overall quality of all of the entries. “Ken and Jeff are experienced judges and printers whose combined expertise spans more than 50 years in print. Yet, even they were impressed with our members’ incredible work. It’s easy in today’s fast paced world to just get the job done, but our Association members continue to demonstrate the pride and dedication to their craft that has made Ohio and Northern Kentucky printers some of the best in the world!”
Each year, Printing Industries of Ohio • N.Kentucky holds its Print Excellence Awards Competition to recognize Ohio and northern Kentucky printers who have demonstrated excellence in 35 categories. This year member companies submitted close to 400 printed pieces and two out-of-state expert judges ranked them in a regional competition. This year’s judges were Ken Eberhart, Merrick Printing Company; and Jeff Ekstein, Willow Printing.
Each of the Gold award winners in the regional competition are entered in an association-wide competition for Best of Category and Best of Show prizes that will be awarded in September at the 2017 Grand Ceremony, held in Columbus, Ohio.
Great Lakes Integrated won the following awards:
14 Gold Awards
16 Silver Awards
24 Bronze Awards
About Printing Industries of Ohio – N. Kentucky
Printing Industries of Ohio • N.Kentucky serves over 300 commercial printing companies and suppliers to the industry in its service area. The Association provides a broad range of products and services to its membership, including workers’ compensation and product discounts. Printing Industries of Ohio • N.Kentucky is an affiliate of the national Printing Industries of America, the largest graphic arts association in the world. For complete information on Printing Industries of Ohio • N.Kentucky and Printing Industries of America, please visit www.pianko.org.
When it comes to personalized marketing, whether in print or email, there are two types of data: quantitative and qualitative.
Quantitative data is data that you can put numbers on—household income, ZIP Code, number of children. We often call these demographics. Qualitative data is data that you cannot put numbers on, such as preferences and behavior. We often call these psychographics.
Marketers have become used to using quantitative data to speak more personally and relevantly to customers. Customers in this household income bracket get these offers. Customers in that household income bracket get those. Customers with elementary school age children get information on Product A. Customers with high school age children get information on Product B.
Qualitative data can seem more challenging than quantitative data, but it can be even more rewarding. This is because, while we can make general statements about certain demographic groups, it’s limited. Just because someone is a homeowner doesn’t mean they need roofing services, for example. Conversely, people who receive Trail Runner magazine are likely to be interested in similar types of outdoor running gear even if they have different ages and household incomes.
This is why marketers are increasingly using both quantitative and qualitative data to inform their marketing strategies. For example, a manufacturer of outdoor running gear might start with lists of people who read Trail Runner and similar magazines, then sub-segment offers based on other factors, such as income or geographic region.
So when it comes to creating targeted and personalized direct mail and email campaigns, think in terms of data that can be put into numbers and data that cannot. Then, most importantly, how they go together.
Need help? Please reach out to your account executive and if you don’t have an account executive please reach out to Jason Schultz at 216-634-5117 or email@example.com.
The New Year is the perfect time to rethink your print marketing strategy, revamp your messaging, and refresh your brand. This requires an understanding of the role traditional ink on paper plays in a time when technology adoption and digital delivery are reshaping marketing and customer engagement.
- Invest in customer retention. We all know that it costs less to keep the customers you have than to capture new ones, so keep your customers engaged with a consistent multichannel marketing plan. Maybe you’ve abandoned a print newsletter for an e-version, but your email is getting lost in the inbox and anti-spam legislation is creating new challenges for deliverability. Mailing a newsletter, particularly one that uses variable data to deliver a personalized message, is a great way to keep your company top of mind.
- Get to the point. Your customers have more choices and less time than ever before. Rewrite your copy to tell consumers why your company is the only real choice. Change rambling copy into a powerful, focused message.
- Be the customer. When you take a step back, are you engaging customers at the right time through the right channels? The way content will be created, delivered, and consumed in 2017 isn’t the same as it was only a few years ago. Is it worth your prospect’s time to follow you on Facebook or Twitter? When they scan the QR Code on your direct mail piece, are they landing on a page with a specific call to action?
- Freshen up. If you’re anticipating a change in management, introducing a new product or service, or celebrating a significant business milestone, consider a brand refresh. With slight revisions to your branding elements and positioning, you can preserve your brand’s existing equity while infusing new energy into your offerings.
Need help navigating the increasingly complex world of print marketing? Let us help you get 2017 off to a profitable start!