Print and Promo Campaigns
Destructive Marketing, Marketing Tips, Promotional Products Inland Empire, Uncategorized

Marketing in 2018 & Beyond

Electronic MarketingWhen the World Wide Web went mainstream at the end of the 20th Century, most business owners were quick to jump on the digital bandwagon. En masse, they abandoned slick direct mail pieces and  print campaigns for early iterations of websites and email marketing. The exodus seemed to signal the end of print as the cornerstone for effective advertising strategies. Welcome to 2018, when the worm has turned.

Fed up with stiff Internet competition and ever-changing electronic platforms, today’s entrepreneurs realize the most effective way to stand out above the digital din is to return to print. According to a recent study by the U.S. Postal Service:Paper Advertising

  • 56% say receiving mail is a “real pleasure.”
  • 55% report looking forward to discovering the mail they receive.
  • 67% feel mail is more personal than the Internet.
  • 98% of people check their mail daily.

4 Reasons Print Advertising Stands Out

ss03-ss031. Memorable. With less “back up” in your target market’s physical mail boxes, your direct mail pieces stand a better chance at being read than most email marketing communications. Unconvinced?

Consider these statistics

  • Worldwide, 269 emails are sent each day.
  • Each minute, an average 149,513 emails are sent.
  • The average American worker receives 121 emails per day.
  • The click-thru rate in North America is a dismal 3.1 percent.
  • The average open rate for retail emails is 22.07 percent.
  • The top reason U.S. Internet users give for unsubscribing to email lists is that they “receive too many emails.”

2. Tactile. Unless you plan to cold call, you can’t get closer to connecting directly with prospects than through direct mail. Remember the “good old days,” when you walked out to your mailbox and found a letter addressed to you? With trembling hands, you opened the envelope, eager to read the hand-written message. People admit to multi-tasking while reading online. They could be eating dinner, in the restroom, in the waiting room at the doctor’s office or at their daughter’s soccer game when your email comes in. Hard copy, on the other hand, requires more time and attention. In fact, if the piece or giveaway is creative enough, it will not only capture your target market’s attention but will earn a place on their desk instead of in a bin.

3. Safe. In the world of ransomware, identity theft and phishing scams, technology comes with inherent risk. As a result, consumers view electronic campaigns through a filter of suspicion. With most people setting spam filters and virus scanning software to maximum, your well-conceived ideas may end up on the virtual cutting-room floor. A well-conceived print piece, on the other hand, will earn their respect.Direct Mail Booklet

4. Creative. No matter how much thought you put into an electronic ad, it will pale in comparison to the tactile experience your target market will have if they pick up something they can hold in their hands. Depending on your budget, you can craft anything from a thick, colorful postcard to a custom card with a promo product gift inside.

Great Ways to Make the Most of your “Real World” Campaign

  • Personalize – to drive sales and create buzz, take advantage of the trend to personalize your postcard, letter or branded gift with the recipient’s name. These have a longer shelf life than their unbranded peers because they create a deeper connection between the customer and the product. Once available only to multi-million dollar brands with big budgets, such as Coca-Cola and Hershey’s, the strategy is now available to small business owners.
  • Promo Bear ProjectPromote. Admittedly, we are biased when it comes to believing in the inherent value of personalized promotional products. But it’s an easy concept to get behind. After all, who doesn’t like free stuff? Swag is a great tool for entrepreneurs because it is available at virtually any price point, builds brand recognition – not just for the recipient but for anyone who sees the giveaway item in use – and reinforces customer loyalty, since forming an emotional bond with consumers is one of the best ways to create a lifetime customer. A financial institution, located in grocery stores used this adorable teddy bear to encourage prospective clients to stop by their window during their shopping trip. This stuffed bear continues to serve as a wonderful ice-breaker and has been so successful that it has been put on the “active” list for current campaigns.
  • Put Together. The best campaigns incorporate print, promo and digital. Make sure your brand remains consistent across all digital and print platforms. Provide QR Codes, website URLs, video embedding technology and virtual reality into your printed materials to direct users to your electronic campaign. Use direct mail to introduce campaigns, reinforce your strategy with a promotional giveaway, and tie everything together on social media.
    packaging tells a story

Case Study Idea: Since your company wants to increase sales, here is a great way to pull it all together to do just that! As top executives head off to an exotic island, send this packaged pen, which showcases the island, personalize the pen with the contest name, and add a QR Code which showcases the resort when scanned.

On Target Promotions

Need great ideas for using print, promotional and digital marketing to develop and maintain great relationships with prospects and current clients? We’ve got them! On Target Promotions is a national promotional products and printing company with a creative edge. We add impact and value to your programs. An agency without associated agency fees, we provide innovative and cutting-edge products and service solutions through our Inland Empire offices. We help clients use marketing materials and promotional products and other media to design and secure quality marketing programs that meet their goals and exceed their expectations. Since we believe nothing is a greater reflection of success than a repeat customer, everything we do is designed with our clients in mind. Your focus is our goal. Call (951) 682-8427 or email us today to start your project.

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Destructive Marketing
Branding, Destructive Innovation, Destructive Marketing, Marketing Tips, Marketing to Millennials, Uncategorized

Detonate Your World: Destructive Marketing

Destructive MarketingDestructive Marketing 101

To survive in business in 2018, take everything you thought you knew about your product or service and any advertising method you’ve ever used. Toss them together and light it all on fire. Then start over. Enter the era of destructive innovation, followed closely by destructive marketing.

Coined by a professor in 1997, destructive innovation is described by the Harvard Business Review as: “a process whereby a smaller company with fewer resources successfully challenges established incumbent businesses. They overtake the market, succeed and become the new world order.”

ThinkDestructive Marketing

Netflix & Blockbuster Video – Remember driving to the video store to pick up VHS tapes, and later, DVD’s? You had to get there early if you wanted to watch a new release. Netflix streaming redefined movie night for millions of Americans.  

Uber Destructive InnovationUber & Yellow Cab When was the last time you called a cab? How about an Uber? The company didn’t just introduce a competitor to the taxi market but turned the entire industry on its ear.

Apple Music & Tower Records People were trolling Tower Records for albums when Apple introduced the iPod in 2001. Since that time, the company further destroyed the music- purchasing paradigm by creating a subscription-based service called Apple Music.

Destruction Defined

Destructive Marketing
Destructive Marketing Makes an Impact

Different than just coming up with a product or service to fit into a pre-existing category, destructive innovation redefines an entire industry. Then, its counterpart throws away the playbook to advertise the innovation. If this appears to be a risky business venture, consider the alternative – disbanding altogether once the old ways of doing things are abandoned in favor of a new playbook.

Consider these cautionary tales:

KodakKodak self destruction

In less than 20 years, camera and film manufacturer Kodak went from the fourth most valuable brand worldwide to bankruptcy. Why? Because they weren’t prepared for customers to stop buying film and switching to digital photography. The market disrupted and Kodak failed to adjust.

Borders

Reject the Status QuoOnce located on street corners across the country, Borders rose to the top of brick and mortar only to fall once e-book sales started eating into physical book profits. While their close competitor, Barnes & Noble, embraced the electronic trend, manufacturing an e-reader and massive quantities of digital content through Nook, Borders stubbornly held on to the belief that people would always prefer hard and soft cover books and merchandise over electronic iterations. The mistake ultimately led to their bankruptcy in 2011.

BlackberryRIM self destructed Destructive Marketing

Once in the hands of virtually every member of the C-Suite, Research in Motion (RIM)’s mobile demise dates to 2012. Blackberry is a prime example of an incumbent business being disrupted by enthusiastic newcomers with nothing to lose. BlackBerry’s success a decade ago made RIM executives complacent and conservative. While newcomers Apple and Android were eager to offer mobile alternatives, Blackberry officials feared the innovation of touchscreen display, holding so tightly to customers that they lost sight of the billions who would eventually enter the marketplace.

How to Craft a Destructive Strategy

Don't be afraid to changeTo employ disruptive innovation and marketing, companies need to change their business model, their outbound product or service, and the message they send to consumers.


Virgin CEO Richard Branson explains the freeform procedure like so: “Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there.” Richard Branson Disruptive Marketing

Don’t Get Destroyed; Self-Destruct

  • Use big data to evaluate where you are and consider where you want to go.
  • Think outside the box. Disruptive marketing is loud and sometimes obnoxious because it is bold enough to say what we are all secretly thinking.
  • Once you’ve come up with a big idea, plan how to share it, realizing that the new world of advertising is about conversations instead of narratives.
  • Tell stories instead of lecturing.Destructive Innovation Promo Products
  • Tangible items – Our client used these, also known as promotional products, to entice members to join their association. The client told us the items would be used at an event attended by clients who were interested in Cyber Security. They selected and ordered 500 of Vault RFID Security Backpacks. Not only were the backpacks used to secure new memberships but were such a hit, our client ordered more for their national trade association fair.

Promotional Itemsms-2

Remember that the best marketing takes place with tangible items a.k.a. promotional items shared in the real world or among groups of people (at conferences, trade shows, events). Experiences may be promoted online, but should take place in the real world. Digital methods should reflect (instead of replacing) whatever is happening in the physical realm.

Author of the book, Destructive Marketing, Geoffrey Colon, says this: “Although we certainly live more of our lives on the Internet as a society these days, because we are social animals, we crave shared experiences with people, in person.”

Unknown.pngAbout On Target Promotions

Need great ideas for helping to develop and maintain great relationships with prospects and current clients? We’ve got them! On Target Promotions, is a national promotional products and printing company with a creative edge to add impact and value to your programs. An agency without associated agency fees, we provide the most innovative and cutting edge products and service solutions through our Inland Empire offices. We help clients use marketing materials and promotional products as well as other media to design and secure quality marketing programs that meet their goals and exceed their expectations. Since we believe nothing is a greater reflection of success than a repeat customer, everything we do is designed with our clients in mind. Your focus is our goal. Call (951) 682-8427 or email us today to start your project.