Are you selling into the B2B market? Then you know that an increasing number of stakeholders are involved in the purchase process, and sellers face a more complex buyer’s journey than ever before. How do you break through? Content marketing (and lots of it)!
When creating successful direct mail campaigns, the U.S. Postal Service (USPS) is the ultimate expert. Here are five of its most helpful tips for creating foolproof direct mail campaigns:
Increasingly, brands are jumping on the bandwagon of environmental sustainability. Consumers want to do business with brands that are kind to the earth, and brands are giving consumers what they want. However, just making sustainability claims isn’t enough. You have to back them up.
Among the recent studies showing a growing preference for sustainably produced products is the “Business of Sustainability Index” from GreenPrint, which helps businesses reach and promote their sustainability goals. In its study, GreenPrint found the following:
Given these numbers, why aren’t sustainable products flying off the retail shelves? In part, it’s because shoppers don’t know how to identify them. Brands might make sustainability claims on their marketing materials and product packaging. Still, a survey from Specright found that 69% of consumers don’t believe companies today are being accurate and honest about them.
How do you fix the problem? Back up your claims with third-party data! What might this look like?
Also, consider adding pictures of real people, places, or things, such as village members benefitting from your fair trade practices or wind farm turbines that help supply your renewable energy. Provide evidence of using carbon offsets or plastic credits to produce the product or packaging.
Make these proofs visible! Specright also found that 71% of consumers are more likely to believe a company’s sustainability claims if printed directly on the product or packaging (similar to a nutritional label).
There are many ways to promote your environmental commitment, and consumers want to hear it. So, get your story out there!
One often overlooked aspect of maintaining a solid brand presence is regularly refreshing your marketing collateral. From direct mail to marketing emails, here are five ways to update your design and keep it fresh.
Remember when almond used to be the “hot” color for kitchen appliances, and bathrooms were pink? Color trends change—in home décor and in marketing! When was the last time your color palette had a refresh? Check out the latest color trends and incorporate them. Consider seasonal trends or industry shifts when selecting new colors to stay ahead of the curve.
In today’s visual-centric world, photos and graphics are more important than ever. High-quality visuals can capture attention and convey messages quickly. Refresh your marketing collateral with new, eye-catching visuals to breathe new life into your campaigns.
Keep your text concise and easy to read in the age of information overload. Use clear, simple language and break up large blocks of text with headings, bullet points, and infographics. This approach makes your message more digestible and improves readability across different devices.
White or negative space is essential for creating a clean and visually appealing design. By incorporating plenty of white space, you can draw attention to critical elements and make your content more readable. Use graphics, bullet points, and shorter paragraphs to maximize white space and maintain a clean layout.
Social proof, such as customer testimonials or reviews, can build trust and credibility with your audience. Buyers trust their friends and family more than they trust brands, so incorporating social proof into your marketing collateral can help persuade potential customers to take action. Consider featuring testimonials in your direct mail pieces or adding customer reviews to your website.
Refreshing your marketing collateral is essential for staying relevant and engaging with your audience. Design trends are constantly changing, impacted by cultural shifts, global events, and market dynamics, so keep things fresh and up to date. Design trends don’t rest, so neither should your creativity! Need help? Just ask!