Author: Mark Hendry

We hear a lot about personalized printing—addressing recipients by name and tailoring the content based on what you know about them. This approach takes additional time and expense, including refining and analyzing marketing databases, creating customer profiles, and developing messaging for personalized communications. Does it make a difference?

According to the recipients themselves, the answer is a resounding yes!  Research from Epsilon, a provider of third-party data, has found the following:

• 90% of consumers see personalized communications as “somewhat” or “very” appealing.
• 80% of consumers say they are likelier to do business with a company that offers personalized experiences.
• 75% of consumers say it is “very cool” when they receive personalized offers.

According to Epsilon, consumers are very willing to provide personal information when they know it will be used to benefit them, providing personalized offers, product recommendations, and deals. More than two-thirds (68%) agree that “it is worth giving my personal information to a company” in exchange for these benefits.

Do consumers feel confident that their personal information is secure? More than half (57%) say yes.

Consumers not only desire personalized experiences, but they do so because they expect those experiences to provide them with tangible benefits and are willing to trade some of their privacy to get them.

So, is personalization worth it? Consumers themselves are telling us yes! So, if you’re still on the fence about this investment, let the resounding consumer verdict guide your decision. Personalization is a strategic investment that yields tangible benefits and customer trust, and that is worth the investment…in spades.

Inbound marketing has never been more critical. With the prevalence of information on the web, buyers do most of their research before ever contacting a salesperson. 60%-70% of buyers will be at the end of their sales journeys before they reach out to talk to you.

How do your potential customers find you once their initial research is complete? Content marketing. Whether in print, email, website, or social media, content is how your audience learns about you. It’s how you establish yourself as a thought leader and convince them to take a closer look. With the right combination of print and digital—at the right time—you can showcase your value and close the deal.

According to DemandGen, the plurality of B2B buyers (47%) use three to five pieces of content before they are willing to engage with a salesperson. Only 23% will talk to a salesperson after three pieces or less. However, the type of content they are looking for varies by the stage of their buying journey. In the early stages of research, buyers are looking for the following:

• Listicles[1] (81%)
• Infographics (72%)
• Blogs (66%)
• Video (62%)

While much of this content is digital, printed pieces can deliver this type of content with the added tangibility and value of a piece you can hold in your hands. For example, convert wordy product brochures into listicle format to make them easier to read and remember—segment brochures by vertical market to increase relevance. Create infographic-style designs for your prospecting postcards. Add video to your printed pieces using QR Codes or augmented reality.

In the middle stages of research, buyers are looking for something different:

• Assessments (58%)
• Webinars (50%)
• Case studies (40%)
• Interactive content (40%)

Here, too, you can incorporate printed elements. Include published case studies and industry research in your presentation kits: follow-up video presentations or webinars with printed information packets. Follow up your assessments with personalized reports.

In the late stages of research, buyers’ content needs change again. They are looking for:

• Case studies (39%)
• User review (38%)
• Analyst reports (36%)
• ROI calculators (28%)

In this stage, prospects are on the verge of becoming clients, so use the highest quality print to convey deep value to your audience. Incorporate specialty finishing like embossing, spot coatings, and dimensional printing to give credibility and professionalism. Use digital and print to send the message, “We are a company you can trust.”

If you sell into the B2B market, knowledge of the buyer’s content journey can be invaluable. Craft and deliver the right content at the right stage, and you have a winning recipe for success.

 

 

[1] Listicles are articles written in a list-based format.

 

When properly designed, great packaging protects the product, grabs the shopper’s attention, and becomes your in-store salesperson. Common oversights, however, can cause this opportunity to fall flat. How can you avoid common packaging pitfalls and maximize your on-shelf opportunities?

1. Ensure structural integrity. Failing to consider the carton’s durability and strength requirements can lead to structural collapse, inadequate protection of the product, and compromised user experience. Don’t overlook this critical element. Conduct thorough assessments of the product’s weight, dimensions, and fragility, ensuring that the structure provides optimal protection and functionality throughout the product’s lifecycle.
2. Don’t over-complicate design elements: Another common oversight is the tendency to overcomplicate design elements, resulting in cluttered or confusing designs. Complex graphics, excessive text, and abundant visual elements can overwhelm consumers and dilute the brand message. Instead, prioritize clean and concise designs that convey the product attributes with clarity and elegance.
3. Ensure brand consistency. Inconsistencies in color schemes, typography, and visual branding elements (colors, fonts, imagery) can lead to a disconnect between the packaging and the overall brand identity, weakening brand recognition and consumer trust. Before designing any packaging, clearly understand your brand’s established visual identity (if you aren’t sure what your visual identity is, let us help you establish one!) and ensure that all of your design elements align.
4. Consider the user experience. Product packaging may be beautiful, but if the user needs help opening or removing the product, the experience flops. Ensure that your designs include user-friendly features, such as easy opening and closing mechanisms, clear instructions on the outside of the package, and intuitive product placement within the package itself. Conduct comprehensive user testing and incorporate consumer feedback to optimize the user experience and create packaging solutions that delight rather than frustrate.
5. Incorporate sustainable practices. Today’s consumers want brands to be kind to the planet. Neglecting to incorporate eco-friendly materials, recyclable components, or sustainable production processes can diminish the brand’s reputation in customers’ eyes. Prioritize eco-friendly and recyclable materials and integrate sustainable production methods to demonstrate a genuine dedication to the environment and resonate with conscientious consumers.

These may be common design pitfalls, but they are avoidable! With a little extra effort, you can elevate the quality and protection of your folding carton packaging and foster consumer engagement, brand loyalty, and sustainable brand growth at the same time.