Creative Composition

Marketing That Works

MA 12 23 Blog 2

Is Personalized Print Over-Hyped?

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?

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MA 12 23 blog 1

Searching for Business Leads? Emphasize Content Strategy

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.

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MA 11 23 Blog 2

5 Tips for Avoiding Packaging Missteps

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.


MA 11 23 Blog 1

Why Storytelling Works in Marketing

No matter what is happening around us, most of us will stop and listen as soon as someone starts telling a story. That’s the power of storytelling. It works in marketing, too. People care about the details of your product’s costs, benefits, and specs, but once you start telling a story, that story has stopping power that can be more powerful than facts and figures.

Here are three tips for communicating a great story in your next direct mail or multichannel campaign.

  1. Exude honesty. Buyers can quickly sniff out a gimmick, so engage them through authenticity. Be real, honest, and genuine. Think honesty only hurts you? Look at Avis. In the 1960s, the company was lauded for its campaign “We try harder,” which catapulted the #2 rental car company from 18% market share to 34%, not by acting like the market leader, but by advertising its status as an underdog that had to work harder to win its customers.
  2. Showcase your brand’s personality. Does your brand have a personality? It should! Look at some of the best brand storytelling in TV commercials. They often have spokespeople with characters that buyers can relate to. We all laugh at Allstate’s “Mayhem” character but relate to him, too. Likewise, our heartstrings are pulled when the Green Mountain Roasters coffee grower from a remote mountain village in Sumatra, beaming under his floppy hat, extends his hands to show off his beans. These are characters (and stories) people identify with and remember.
  3. Create characters that your audience will root for. Even characters like Mayhem are likable. You feel bad when a tree crushes Mayhem, or he is run over by a car. You root for him to be okay, just as you want your family to be. As you root for the character, you subconsciously root for (positively identify with) the brand.

What might this look like in your marketing? Create characters your audience can relate to and tell stories about them. Say you sell adventure gear. You might create the fictitious character Riley, the fearless explorer who never backs down from a new adventure. Or, if you are a makeup brand, you might create Maya, a trailblazing makeup enthusiast who embodies the spirit of self-expression and individuality. Tell how Riley’s Adventure Gear backpack saved the day during an unexpected winter storm or how your new eyeliner collection helped Maya win 10,000 new followers.

Storytelling doesn’t have to be complicated. It just has to be authentic.  So, use direct mail, email, and mobile marketing to tell different aspects of your brand story. Then make it a great one!