Tag Archives: Cross Media Marketing

Bringing Back The Ink and Paper

featureimageTo stay ahead in business, business and marketing professionals alike are constantly searching for the next big marketing campaign to really get their word out there. To be heard, we need to be different, we need to capture the attention of our audience, and we need to think outside of the box. However, sometimes we over think the process and the most effective way to grab the attention of our audience is right in front of us – ink and paper. It may seem a bit “old-school” or “dated” to some, but print media and business go together like PB & J. Our theory on this is, “if it’s not broke, don’t fix it”, so while some businesses will be quick to disregard this method, especially in this digital world, we will be helping our clients master the fundamentals.

Direct mail marketing offers a return of 1,300 percent.”

We are in a digital world, our inboxes are full, our eyes are constantly on screens of all shapes and sizes, but seeing a piece of paper- that’s like magic! For example, I have only been at work for a few hours, and already in my personal email account I have 83 emails…Yes, really! I get emails all of the time, and unfortunately, many get overlooked or sent IMMEDIATELY to the trash bin or spam folder without questioning it, but print? Anything in print I take a look at, it’s in my hands, grabs my attention- even if for a few moments- and I either hold on to it or throw it away. BUT even though I threw it away, it was a much longer process and that printed piece got my attention, I looked at it, I physically touched it and it made an impact. So now, if I receive an email from the same company that sent me the printed piece, I will be more inclined to read that email.

The feeling of paper can influence the way customers perceive a product, service and brand. It’s called Haptic Perception– recognizing through touch. Printed materials trigger emotions in customers that digital marketing efforts cannot replicate. The tactile quality of fine papers combined with unique printing techniques, trigger emotions and capture the attention of your audience.

“4 out of 5 customers say they read, or at least scan, the direct mail marketing materials they receive and act on them right away” 

So how will you make an impact by using Print in your next Marketing campaign?

Here are a few tips:

Print + Digital = Success: 

Don’t rely solely on Print Marketing for your next campaign, combine print and digital to create a multi-channel campaign. It’s a known fact that when an email campaign is supported with a print piece, it creates a better rate of response than when using email or print alone. Support your email marketing messaging with your printed piece and vice-versa. Incorporate web, cross-substrate print, mobile, email, social media, and targeted landing pages to create more opportunities to communicate with audiences, AND to track the success of your campaign. Remember, the more forms of media, the more interaction and engagement from your clients, so mix up your media in your next marketing campaign.

“Brand awareness is fueled 44% by print & 37% by online media. Incorporate both for even better results.”

Paper is important:

Texture, quality, size, shape, color, fold, weight, packaging, substrate material, these are all things to consider when planning your printed piece. A plain white piece of paper with black ink in an envelope won’t get the same amount of attention as a multi-colored die-cut and folded printed piece. With the amazing printing technology that is out there and the multitude of substrate options, the possibilities are endless! Make an impact, think of your campaign as a whole before selecting your substrate. Are you promoting a new Eco-friendly product for your company, or are you going ‘Green’? Then choose a natural recycled paper that’s printed using eco-friendly, water-based, odorless industrial inks for your direct mailer. If you are having an event, choose an odorless, non-toxic, phthalate-free, green and eco-friendly adhesive material like PhotoTex for your event signage. Your campaign should be consistent, the paper and printed materials should compliment the campaign.

Design matters:

Good design does more than just look good; it’s a branding and marketing tool that really helps to deliver results. The right design should create a great first impression, be memorable, and establish recognition. When it comes to style and decision-making, the number one goal should be consistency. Make sure your design is consistent with your branding, your messaging or your event theme. Branding throughout all marketing materials is the key to making sure your company is being recognized. Every message you send out, should hold true to your branding, but also incorporate the campaign or event theme. Typography, shape, color, texture are all basic elements that matter in creating a successful marketing campaign. Think of the end goal, what message you want to be heard, how you want to be perceived and remembered. A good design is essential to the success of your campaign; so don’t skimp on the details.

Get help from an expert:

Endless substrates, design elements, shipping methods, combining print and digital marketing, there are so many elements to be considered when you create a print marketing campaign. Luckily, veteran printers know what methods of print marketing are most effective. They know the fundamentals; every substrate and packaging method, the basic elements of design, they know which colors work best for each type and color of substrate, and they care about making the most of your print marketing. Choose a company that has a passion and long history in print.

You won’t find many marketing solutions companies who know print the way we do. We believe that choosing the right paper for your project can make a difference. That’s why over the years, we have formed close relationships with many of the finest paper mills and paper merchants. And for our first five issues of our Marketing Hour Magazine, we have worked closely with them in an effort to showcase some unique and quality papers that perhaps you may find will add attraction to your future communications. Need help choosing the perfect paper for your next campaign? We would love to help! Contact us today to get started on your next campaign.

5 Steps to Enhancing your Cross Channel Marketing Strategy

CrossChannelImageTGI

In a world inundated with marketing technology, messages and how to receive them, it is hard navigate through it all while maintaining your focus. Developing a powerful cross channel marketing strategy can be a daunting task, but taking the right steps can lead you to marketing sophistication. Avoid the pitfall of cross channel marketing by refining your marketing strategy.

The key to a successful cross channel marketing strategy revolves around the database. A centrally held database will help get to know clients better, provide seamless interaction across all platforms, collect data, raise response rates, help give you the freedom to spend more time on other projects, and cut down your marketing budget.

Here are our 5 steps to enhancing your cross channel marketing strategy:

  1. Data Management- The first step should be to capture organize and integrate all possible sources of customer interaction. Who is your audience? How can they be reached? What company do they work for? What is their job title? Gather all of this information, organize it and get ready to interact with your audience.
  2. Insights and Targeting- Develop data into actionable insights, and direct your message to your audience. Determine what information should be used to categorize and target your audience, the more categories you use will help you create a more precise target. Targeting your data will be a key factor in the success of your marketing strategy.
  3. Strategy and planning- Establish your engagement strategy, determine the most effective channels to be used with your audience and formulate a budget. Provide compelling, relevant and timely content to encourage interaction and engagement from prospects and clients. Create flexible content that includes personalized messaging, to engage prospects and customers with laser precision.
  4. Execution- Integrate direct mail, Internet, and mobile communications to deliver tailored individual content seamlessly across channels. Shift from offline to online communication to improve response rates, and directly link print and online media to increase conversion. To ensure that all engagement is measured, create Personalized URLs (purls) for each recipient.
  5. Measurement- To guarantee your cross channel marketing campaign is a successful one; you need to focus on measurement. Measuring for continuous improvement across the steps is vital to success. Make sure that all content is measurable, using the same landing page around all content to ensure traceability.

Using these 5 key steps will help create a powerful cross channel marketing strategy for your business. Remember to make your strategy client-centered, and develop your strategy around the needs of your clients. Follow TGI’s 3 basic rules to successful cross channel marketing; attract, interact & react. Reach your targeted audience, reach your goals, and connect with TGI.

For more about cross channel marketing, visit: http://www.tginc.com/marketing/cross-media/

Experience a multi-channel marketing campaign, first hand, with this interactive demo. See how TGI’s marketing technology can help you interact, seamlessly, with clients and prospects on multiple channels.

 

TGI’s Power of 3 Symposium Re-Cap and Video

On Friday, March 14, 2014, TGI and Hewlett Packard (HP) hosted The Power of 3 Symposium, focusing on Innovation, Education and Interaction. Friends, clients and colleagues joined us for this innovative event all under the theme of our favorite holiday, St. Patrick’s Day. Watch our video below to see what the day was all about, and read below for more information.

Innovation:

Innovation was the name of the day – from the way we transformed our workspace to the speakers we invited from around the country – we wanted to bring opportunities for provocative thinking to our attendees.

Leading by example was essential for this event to be a successful one. We developed event graphics pulling out all the stops in our production capabilities. We ran an integrated marketing campaign combining print, email, web, social and in-person touches. And we chose speakers who are leaders in their fields, providing the most innovative solutions to our customer’s greatest challenges.

Education:

The goal of the Symposium was to provide great insight and ideas for clients and colleagues on the hottest challenges they are facing. We called in some of the leading marketing professionals and industry experts, to discuss marketing techniques and trends in today’s multi-channel world. Integrated Marketing, Tradeshow ROI, Branding through Packaging , Video Storytelling, Efficiency in Marketing Automation and Wall Décor gave our clients a diverse range of topics to lean from.

Interaction:

We had some great people in the building –between clients, speakers and TGI employees. That is why when planning our Symposium, we wanted to make sure that the ideas presented had the opportunity to be discussed and that the sparks of innovation could be ignited. First, we ensured each presentation was designed to facilitate an interactive exchange. During lunch, we brought the St. Patty’s Day theme to life with Irish Singers and Irish Dancers. During Cocktails and Connections, Fortune 500 marketers mingled with speakers to exchange ideas. We even brought in Comedian Joe Conklin to warm up the crowd with impressions of Philly’s greatest sports stars, and brought in Philadelphia Eagle’s Tight End Brent Celek. Scotland’s finest, Jimmy McGinty joined us for the event, kilt and all, to share his enthusiasm and love for our favorite holiday.

‘Like’ our Facebook page, and look at our Power of 3 Symposium albums: https://www.facebook.com/onlytgi/photos_albums

TGI Loves Technology

Fingerprint on pixellated screenTGI’s roots are in print and typesetting, we have a deep history in traditional offset printing, we pioneered digital, short-run printing, invested in large format equipment, but we owe our success to something we love – technology.

We have a love affair with technology in marketing. Embracing technology has kept us alive and has allowed for our old friend, print, to come to life again. Never shying away from new technology, we are constantly changing and creating solutions for all of our clients’ needs.  We use technology to make the execution and distribution of print more efficient.

We also mix it up by using email, cross media, and video to leverage our communication abilities- things that print used to be the only medium for. That’s why TGI is always evolving, to stay on the forefront and embrace new forms of technology; it’s what gives us our edge. 

Here are 3 reasons why we love technology in marketing:

1.Variable Data Technology

Individualized marketing campaign touches are now easier than ever to create because of the wonderful technology out there, and are way more effective. There are ways to customize offers and messages, execute in multiple languages, incorporate fields of personalized information throughout materials such as recipient’s first and last names, city and state where they live or work, company and more.

Sending out generic standard marketing messaging is no more! As variable data technology enhances, we can produce marketing materials from web-to-print. Content can be relevant, both in messaging and imagery.

Personalization encourages more interaction and engagement from your clients, and with all the technology out there to allow personalization from web-to-print, it is now easier than ever.

Printed marketing can be sent out at high speeds, with low costs, and can be completely customized to each recipient. From wide format printing, to digital printing, the development of greater technology in print allows for endless options. There are various substrates, types of inks, lamination and ways to create custom die cut edges, so you can have the ability to create something than completely stands out from the typical printed piece. From floor to ceiling, to your mailbox, make sure to make your messaging stand out.

In email and electronic marketing, you develop campaigns with variable data and content, develop in multiple languages, and add personalized images. Develop Purls that include the client’s information, and help encourage the client to interact with your campaign.

 2. Digital Technology supports print

Adapting new technology is a must, especially in the printing industry. Emerging technologies allow us to make printing more effective, from web portals, to tracking and inventory control, to cross media campaigns we are always combining digital technology with print.

Using print in conjunction with digital marketing helps reinforce messaging. Combining print and digital, for example the use of QR codes in print to connect to the web allows for more interaction from your clients. When you use multiple forms of interactive media alongside of print, there is a greater impact on your clients, it encourages interaction and adds another way to recognize your brand. Combine channels to create multi-touch, highly personalized marketing campaigns.

Marketing portals (online ordering sites) assist the distribution of branded marketing materials. Because of this technology, our clients save time and money in the distribution of their marketing collateral. From static sell sheets to dynamic charts, from business cards to 64 paged booklets- print is now more efficient to manage than ever. Many portals include electronic media campaigns, incorporating micro-sites, web banners, ads, emails and video for ultimate impact. Whether your organization orders materials locally or throughout the world, it has never been easier to order, send and track print.

3. Marketing opportunities are everywhere

“Turn heads and grab attention by using all of the real estate available” is a philosophy being spread by many marketing professionals, and we are right with them. Marketing dollars are moving away from in-home advertising, and more towards out-of-home advertising. Marketing to consumers while they are in public places, in transit, in waiting, and retail environments, is on the rise.

There are so many opportunities surrounding us to develop great marketing materials. We have invested heavily in multiple technologies, so that the options for our clients are endless.

The capabilities in electronic marketing and print marketing are outstanding. Social media and email marketing allows for direct or indirect contact with clients, and helps increase interaction. We can tailor interactions and messaging towards individual customers, segmented groups or company wide. Thanks to electronic marketing technology, we stay on the forefront with our clients.

Print technology has come a very long way, from inks to substrates, there are so many opportunities out there to customize print and help companies make an impact. We pioneered digital, short-run printing with partners like Indigo and Heidelberg, and now have even more capabilities in print because of our HP Latex 3000. Outdoor advertising, retail POS/POP signage, events and exhibitions and wall coverings are just a few things that this new technology allows us to do.

Improving on our technology allows us to create more options for all of our clients.

There are so many opportunities for print, walls, windows, bus shelters, trade show events, and even branding throughout offices, it’s important to adapt to the change in technology. From floor to ceiling we got you covered!

We aim to continue our love affair with technology, but will never turn our back on our old friend, print. Continuing to embrace technology has kept us alive and is what will keep our print prosperous. Make an impact on clients, wow them with your various capabilities in technology and most importantly, don’t give up on print. Remember that print will not die, embrace new technologies and allow for print to evolve.

 

Dscoop9 Campaign Uses Powerful Technology for Powerful Results

Dscoop9BreakTheMoldInspired by the theme for Dscoop9, “Break The Mold”, Dscoop is breaking the mold like never before in their marketing efforts for the Dscoop9 conference.

The marketing strategy for the conference calls for using variable data and cross-media tactics throughout all marketing materials in a way that is new to the organization’s marketing techniques from previous years.  Dscoop took into account things such as eye-catching design, highlighting HP Indigo capabilities and special effects, QR Codes, PURL campaigns, unique substrates, interactivity and more – all with the goal in mind of increasing engagement, awareness and ultimately, Dscoop9 registrations.  Further, the messaging in the campaign collateral is segmented which may not sound unfamiliar, but how they are segmenting the messaging really breaks the mold.

When discussing how to segment the campaign, the folks at Dscoop came to realize that no matter what industry their members serve, they are all facing the same broad business dilemmas and have shared interests. So, instead of segmenting by industry such as commercial printing, label and packaging or grand format printing, they focused their efforts towards the business role of the individual. This allows Dscoop to really merge all industries and focus on the big picture – not just in marketing, but also in the education sessions at Dscoop9.

Dscoop went through every job title or function in the database and assigned each into a segment. They chose the four most prominent/ frequent roles in the membership: Business Management, Sales and Marketing, Technical, and Operations.

Segmented messaging has been communicated throughout multiple channels in preparation for the conference, from web-to-print and mobile. The segmented messaging has created a highly interactive and engaging campaign for Dscoop9 attendees.

Here are a few examples in how they carried out the interactive segmented messaging:

Mail Piece:
A direct mail piece was created and will distribute in four variations, which include variable data for name, address and job title/function. Dscoop took the business roles and applied them to targeted messaging about the educational opportunities members might be interested in at Dscoop9. So if you were a CEO or department head, you would receive messaging around business management sessions that were recommended for you, and if you were in production management, you would receive messaging around operations, including logistics and workflow solutions. This targeted messaging will lead the recipient to look further into the educational events for him/her at Dscoop9. Be sure to watch your mailbox this week for this unique, interactive piece!

Newsletter:
Dscoop’s January 2014 issue of the quarterly newsletter, themed around the upcoming conference, included the individual’s name and a PURL, which led to a personalized landing page. The landing page includes a very short questionnaire about networking preferences for readers to complete. Based off of these questionnaires, Dscoop will use feedback to build out some of the networking activities onsite at Dscoop9 – once again taking the approach so conference attendees can personalize their schedule to meet their own needs and interests

Mobile App:
New for 2014, Dscoop created a mobile app to allow Dscoop9 attendees to access a wide variety of information related to the conference: session, speaker and partner descriptions, all the Showcase information (maps, listings, Partner materials/resources), access to session materials in advance, as well as the ability to build a personalized schedule, connect with other attendees and complete and submit session evaluations.  The app will be a free download and it’s accessible for Apple, Android, Blackberry and web-based devices. You can sync your schedule across multiple devices. Connect, message and share schedules with your colleagues. You can view photos from the event, or upload your own to a live feed. You can also access Dscoop’s social media channels, and post your own event updates. This will help create an incredibly interactive experience for all Dscoop attendees that will have the potential to live far beyond the three days of the event.

Whether you are involved in sales and marketing, business management, operations or technical, Dscoop9 will have sessions tailored just for you. Dscoop has found their way to stand out, and by following their theme of Break the Mold, are leading by example. Dscoop9 is designed to inspire you to get ideas and create solutions that will help your company stand out from the rest. All the segmented and interactive data for the conference will surely create a great experience for attendees at Dscoop9.

We are anxious to see what Dscoop has in store for us at Dscoop9 in March, and are ready to Break the Mold!

Will you be attending Dscoop9? If not, read 10 reasons why you should.

Standing out with Cross Media Marketing

iStock_000015547825Small_business_newsIn a world inundated with marketing messages and ways to receive them, it is hard to stand out in the marketing mix. Cross media campaigns are essential strategies for reaching your market, allowing you to interact on multiple channels, providing various opportunities to reach every recipient. Single channel marketing, will result in being lost, and causing lower response rates and falling short of campaign goals. You have an important message- make sure it is heard!

Cross media campaigns can combine web, cross-substrate print, mobile, email, social platforms and targeted landing pages to create more opportunities to communicate with audiences.

A successful cross media campaign delivers content and a call to action throughout multiple channels simultaneously as an integrated campaign.

“Brand awareness is fueled 44% by print & 37% by online media. Incorporate both for even better results.”

Measuring the Effectiveness of Cross Marketing Campaigns

Successful cross media campaigns begin in the planning stages: Develop a well coordinated message, a strong database, a way to strategize and streamline content and actions and develop artwork that will work across channels.

Once you know your audience, identify which platforms they engage with and deploy your message on those platforms. Start with a 2-channel campaign, test the waters then add a 3rd channel once you have developed your best practices.

Because each form of media has a different ability and benefit, identifying the audience is the first step. For example, reaching out to an older audience using SMS or Social Media, might not be as effective as reaching out to a younger audience using these forms of media.

Print media provides a physical piece of advertising that buyers can hold in their hands; when an email campaign is supported with a print piece, it creates a better rate of response than when using email alone.

Combine web with print for greater impact, and response rates.

Marketers report an average improvement of 35% for multichannel campaigns over single channel campaigns – Print in the Mix

Once you know your audience and which media to use, determine the message you want to deliver and what the call to action will be. Be consistent with your messaging, using the same images, color schemes, and other elements across all platforms to amplify and reinforce your marketing message.

What makes Cross Media campaigns effective for marketing is the ability to collect response data, and apply that data to generate interaction with leads and customers. Ideally, a campaign will drive the target audience to one action (visit a landing page, register for an event, follow on a social media channel..) where activity can be measured and interactions understood.

In the end, a successful cross media campaign should help promote brand recognition, develop customer relationships and engage customers with an interactive marketing experience to reach the campaign’s goal. Remember, the more forms of media, the more interaction and engagement from your clients. Make your next cross media campaign stand out by mixing up your media!

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Watch the TGI Cross Media video to learn the 3 rules of engagement.