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Creative Composition

Marketing That Works

MA 10 23 blog 2

Staying Top of Mind with Customers: Strategies for Lasting Engagement

In a world brimming with choices, staying top of mind with customers is a coveted position. It means your brand is the first one they think of when they have a need or desire. But how do you get top of mind? Let’s look at four ways to get (and stay) in this coveted position.

  1. Find Your Unique Selling Proposition (USP)

The foundation of staying top of mind is a clear and compelling Unique Selling Proposition (USP). Your USP defines what sets you apart from the competition. To discover your USP:

  • Identify your brand’s strengths, whether it’s quality, affordability, innovation, or exceptional customer service.
  • Know your target audience’s needs, pain points, and desires.
  • Study your competitors to find gaps in the market that you can fill uniquely.

Once you have your USP, consistently communicate it in all your marketing materials.

  1. Be Consistent in Design

Visual consistency is essential for brand recognition. Your logo, color scheme, typography, and overall design aesthetic should be uniform across all marketing channels. Consistency breeds familiarity, and familiarity breeds trust.

  1. Be Proactive

To stay top of mind, you need to stay out there. This requires producing a steady stream of high-quality content that addresses your audience’s needs and interests. Share this content on your website, blog, social media, and email newsletters. Host events, webinars, or workshops to showcase your expertise and connect with your audience.

Consistency in your messaging and content is critical to establishing your brand’s authority and reliability.

  1. Use Multiple Touch Points

To reach a broader audience and increase your chances of staying top of mind, use multiple touch points, including direct mail, email, social media, and events. A multi-channel approach ensures that your brand remains visible to a diverse audience.

Staying top of mind with customers is a dynamic process that requires a combination of unique value propositions, design consistency, proactive messaging, multiple touch points, and impeccable timing. Remember, top-of-mind status doesn’t happen all by itself. It’s something you have to create.

MA 10 23 Blog 1

The Power of Sustainable Packaging Materials

As consumers actively prioritize sustainability, many brands turn from plastic to paper-based packaging to align with their customers’ values. As part of this commitment, many are also speccing environmentally certified substrates. What are environmental certifications, and how can they enhance your brand image and reputation?

Environmental certifications let your customers know that the materials used in your packaging meet strict sustainability standards. These certifications indicate that the fiber was responsibly and sustainably sourced in ways that also support biodiversity and protect ecosystems.

Brands can choose from various reputable certifications, each with its unique focus on environmental stewardship.

Here are the three most common:

Forest Stewardship Council (FSC). FSC is an international non-profit organization that sets standards for responsible forest management. FSC-certified forests must meet rigorous criteria related to the environmental, social, and economic aspects of forest management. The FSC label indicates that the wood or paper comes from responsibly managed forests that use practices that support biodiversity, protect indigenous rights, and maintain the long-term health of the ecosystem.

Sustainable Forestry Initiative (SFI). Another well-known certification program is SFI. Primarily active in the United States and Canada, SFI focuses on promoting sustainable forest management practices that include harvesting practices and practices relating to water quality, biodiversity, and wildlife habitat while supporting local communities and respecting the rights of indigenous peoples.

Programme for the Endorsement of Forest Certification (PEFC). PEFC is an international non-profit organization that provides a framework for the mutual recognition of national or regional forest certification schemes. PEFC does not have its own forest management standards but rather endorses and recognizes the standards of its member countries or regions. It emphasizes customizing criteria to local conditions and is active in multiple countries worldwide.

How can selecting packaging substrates with one or more environmental certifications benefit you? By doing the following:

Demonstrating corporate responsibility. Consumers today actively seek brands that embrace sustainability. Designing environmentally certified packaging indicates that you are doing just that.

Building trust and credibility. Environmentally certified substrates send a clear message to consumers about a brand’s authenticity. Consumers are likelier to trust a brand that walks the talk and invests in eco-friendly practices.

Aligning with customer values. Utilizing environmentally certified substrates creates a shared value system with ecologically conscious buyers, fostering customer loyalty.

Differentiating from competitors. Adopting environmentally certified substrates sets your brand apart from competitors and positions you as an industry leader.

Designing with substrates with environmental certifications such as FSC, SFI, and PEFC is a powerful way to improve your brand image and foster consumer trust. Environmental certifications provide a tangible assurance of that commitment. When their badges are incorporated into your packaging design, they speak loudly to your customers that your sustainability values align with theirs.

MA 9 23 Blog 2

5 Tips for Getting Direct Mail Personalization Right

You are making a calculated investment in personalized direct mail, so you want to maximize that investment. Adhering to best practices can distinguish between good and great campaigns. Let’s look at five best practices for personalized direct mail that you should use in your campaigns.

  1. Focus! Before sending out your next direct mail campaign, take the time to get to know— really get to know— your target audience. This way, you can make your message relevant and right on the money.
  2. Use clean data. Nothing is more cringe-worthy than a personalized print campaign with misspelled names and outdated data. Give your mailing list a “spring cleaning” and a “fall cleaning” every year. Update it regularly.
  3. Make it personal, not just personalized. Data is just that— numbers in a spreadsheet. The real magic happens when you transform this data into messages that genuinely connect with the person receiving them. Even if you’ve gone to great lengths to use data-driven text and images, it won’t make a difference if the recipient doesn’t find the content relevant to them.
  4. Make it cross-channel. All direct mail campaigns need a great message and creativity. If you reinforce this message across multiple channels, such as following up with a personalized email or text, this consistently increases the chances that someone will respond.
  5. Test, test, and test again. How do you know your efforts are working? Test different approaches, offers, and variables in the campaign. Step by step, changing one element at a time while keeping one constant as a control. This way, you gain insights into what resonates best with your audience and what doesn’t, helping you refine your strategies over time.

Success with personalized print doesn’t happen by accident. It takes planning and strategy. You can get the most out of your direct mail dollars by putting these best practices to work.

MA 9 23 blog 1

Why Prioritize Customer Loyalty in Direct Mail Marketing? 3 Reasons

In a world where acquiring new customers often takes center stage, it’s easy to overlook the immense value that loyal customers bring. Customer loyalty is not just a buzzword. It’s a goldmine of opportunity. Let’s explore three compelling reasons why you should care about customer loyalty and how marketing to existing customers can be more profitable than seeking new ones.

  1. It Costs Less to Keep Them.

Acquiring new customers can be expensive. It has been said that it can take eight or more touches before a prospect is willing to take action. Retaining existing customers is often far more cost-effective. Marketing to your loyal customer base allows you to nurture the relationship you’ve already established. Keeping your brand in their minds and hearts increases the likelihood of repeat purchases and long-term engagement.

  1. Loyal Customers Are Your Advocates

Loyal customers are not just repeat buyers; they are your brand advocates. Customers who feel strongly connected to your brand are more likely to recommend your products or services to others. Word-of-mouth recommendations from satisfied customers can be a potent marketing tool, helping you acquire new customers through referrals. Direct mail campaigns targeted at your loyal base can reinforce their trust in your brand and encourage them to spread the word.

  1. They Offer Increased Lifetime Value

Customer loyalty is an investment that keeps on giving. Loyal customers tend to have a higher lifetime value as they continue to engage with your brand over an extended period. They are more likely to explore your product or service offerings and purchase more. Direct mail marketing to existing customers can introduce them to new products, services, or promotions, extending their relationship with your brand and boosting their lifetime value significantly.

In direct mail marketing, focusing on customer loyalty is more than just about retaining current buyers. It’s about unlocking profitability. Loyal customers are your most valuable assets. By nurturing these relationships, you can create a more profitable and sustainable marketing strategy that pays dividends now and over time.