October Newsletter

October 17th

Three Reasons To Use A Professional Designer.
Engaging customers involves more than just sending out informational or promotional print pieces. It involves touching customers’ emotions and engaging with them at a deeper level that draws them in. That’s why, even with so much template based design available these days; professional designers still play an important role in today’s marketing communications.

Here are three areas where professional design can really make a difference.

1. Professional designers know things the average person doesn’t.
Want to grab someone’s attention? Use color and graphics! But when you’re creating the pieces yourself, sometimes even the most eye-popping colors just don’t reproduce as you expect. Or when you re-size a picture, it becomes pixilated no matter what you try. What happens if your paper or finishing cost is more than expected or your project is delayed because of design and format considerations that were overlooked upfront?

Professional designers do more than place text and images on a page. They take into consideration everything from aesthetics to substrates to prepress, binding, and finishing that the average marketer can’t possibly be expected to know.

If you’re doing 1:1 marketing, designers play a key role, as well. This is because variable fields can bring some unexpected surprises in a document layout. For example, if you have 1” maximum available space, that’s no problem if the recipient’s last name is Smith, Walker, or Johnson. But what happens if someone has the last name Salomonowicz or Drozdovandropopozgiopanatzakis? (Yes, these are real last names!) Those and other possibilities have to be planned for upfront.

2. Your company’s image is affected by the quality of your marketing materials.
Like it or not, buyers judge a book by its cover. If your marketing materials look unprofessional — if your colors are muddy or your hairlines don’t match across the fold — your company will appear unprofessional, too. When all else is equal between you and your competitor, the company with better designed brochures and marketing materials will get more sales.

3. Good design accommodates multi-channel.
In today’s competitive, multi-channel marketing environment, you must not only be able to design for print, but for the Web, email, mobile, and more. Each has its own nuances in design, color, and format. Professional designers are expected to be comfortable working in most or all of these formats, and the ability to create consistency across multiple channels is one of the hallmarks of professional design and marketing.

If you’re tempted to shave a few dollars off your budget by cutting out a professional designer, think twice. These critical links in your marketing chain bring value far beyond just creating printed (or electronic) documents. They are the creative force behind the professional image of your company, and some things are just worth paying for.

Grow Your Sales! Target Millennials
In your prospecting efforts, why should you target Millennials? Because once their loyalty is secured, they are more likely than non-Millennials to share their love of your brand, product, or service with others. When you gain their loyalty, they will often spread the word for you, especially if you help them do it.

How do you go about attracting Millennials?

Use multiple channels. Millennials are multi-channel researchers. When this group wants to research a product or service, in addition to print (according to one study, Millennials say 75% of the mail they receive is valuable and 73% say they have used direct mail coupons [1]), they are using mobile phones, iPads, and online search. One study of Millennials’ travel planning habits found that they use an average of 10.2 information sources during the planning stage [2].

Don’t provide irrelevant information. Millennials don’t like to be inconvenienced, so target and segment the message. Know what types of information they are looking for and how they want that information shared before you move them into the sales funnel. Knowing channel communication preferences is particularly important in this group.

Shorten the timeframe. Millennials use a lot of devices and draw on lots of information sources during the research process, but they make decisions fairly quickly. If you are selling brick-and-mortar, adding QR Codes to hang tags, product packaging, and in-store displays is a great way to take this audience directly to customer reviews, product comparisons, and “how to” or feature-rich product videos to help them make that decision right then and there.

Make it easy to share. According to the Boston Consulting Group, Millennials are twice as likely as non-Millennials to share pictures or experiences online using their mobile phones [3]. So help them do it! Create incentives for social-media sharing such as “Post a picture of yourself in our store on Facebook or Instagram and get 10% off immediately!” Such approaches tap into the way Millennials use media and stay connected.

So take the time to get to know Millennials and refine your strategies to wooing them into your customer base. After all, what could be better than attracting customers who, once their loyalty is secured, will turn around and attract more of the same type of customers for you?

Publish Date: 
Thursday, October 17, 2013 - 12:00