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Cut Through The Digital Deluge

The Psychological Differences in Response to Direct and Digital Marketing

The amount of time spent on screens has increased strikingly throughout the pandemic. Naturally with less face to face interactions taking place, it is only natural for people to flock to the avenues of connection that are still open. Even before the pandemic kicked off in 2020, there has been a steady increase in the amount of time consumers spend on the digital landscape.

With the birth of the World Wide Web, marketers were given an immense playground to explore new possibilities in creating connections. Digital literacy is a subject that has risen to be a necessary prerequisite for many business leaders, as success in the open market often now depends on how well you can translate your physical business into its online presence. These thoughts have lead many marketers to invest heavily into online advertising. People spending more and more time online probably means that online advertisements are the best way to connect, right? Well… that is not quite true.

A study by the United States Postal Service along with the Center of Neural Decision Making at Temple University sought to observe the psychological responses to marketing material, differentiated by their physical and digital representations. In their study, they looked to observe responses to a variety of stimuli including both physical and digital marketing materials as well as participant’s ability of brand recall, brand association and brand discrimination. Study participants represented a wide variety of age, race gender and other demographic cohorts. To start, researchers had participants view a total of 60 ads, half in physical postcard form and the other half shown on a tablet. During this phase researchers polled the viewers on brand recall, association and discrimination. For the second phase, researchers brought back the participants a week later and asked them to recall the advertisements from the week before. During these phases, use of an fMRI was employed to view the brains active areas to better understand the subconscious/ neural responses.

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Through the study, observers were able to see what format was best from gaining viewers; attention, engagement, stimulation, memory retrieval accuracy, memory, willingness to purchase, desirability and valuation. It was found that physical ads provided similar results or better than the digital ads in all categories besides “attention”.  Viewers of the advertisements across all age groups were found to take less time processing the digital ads than the physical ones. It is seen throughout the study that the time spent with physical advertisements are more valuable than the time a digital ad may be on the screen.  Physical advertisements took a clear lead ahead of digital in the areas of review time, stimulation, memory, desirability and valuation.

The human brain proves its preference to the physical medium over the digital clearly. If you are looking to reach higher engagement, better recollection and more efficient response, direct mail is the way to go, simply because the human psychology prefers it!

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Vol .18

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  • The Happenings at Creative
  • Holiday Planning
  •  Quote of the Month
  • What the Marketing
  • Get Featured Newsletter
  • Exclusive Special Offer

The Happenings at Creative

We are happy to have been able to host an open house event at our office recently! After such a long period of separation, being able to talk, see and show guests around our facility and office was a wonderful experience.

Prior to the event, we have been working on giving our production and office areas a fresh theme, community. Creative Composition was originally opened in Orland, and moved to Chico in 2010 to better serve the Butte area and beyond. Creative Composition has always been a proud supporter of community and local efforts such as the Butte Humane Society and Jesus Center, and we aim to continue our commitment to providing local people and their businesses the best value we can offer.

We hope that all who were able to attend were able to come out of the day with a better understanding of our facilities capabilities and how they could be utilized. Keep an eye out for other information about events and offers from us in the future!  For those that were not able to attend, make sure to send us a message and let us know where you can be reached.

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Holiday Planning

The Holidays are fast approaching! As some of you are probably aware, there is currently a lack of availability in the supply chain across many industries. Backups at ports and lacking availability of workers means that lead times are extended for many processes. Procrastination is a dangerous game this year.

There has been a trend seen last year and partially this year already of the use of online channels to do holiday shopping. This means that consumers are still hesitant to do the same level of in person shopping as the years but they are also looking to be able to do more in person shopping when it’s acceptable. Last year there was a 28% decline in the amount of in store purchasing, while there was a subsequent increase of 64% in online holiday shopping.

With the pandemic having run its course for almost two years, there has been reportedly an increase in the amount that people are doing their holiday shopping. This may have been brought on by the lack of outside spending opportunities from the past year and a half. People like being able to participate in the economy, especially in the US where the “consumer is king”. Early reports have been showing an increase in those doing their holiday shopping early, and that they are spending more than last year.

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What the marketing

Marketing trends come and go and as we progress further into the age of dissipating attention, trends are sticking around for much less time. Many businesses and brands are able to hop on the bandwagon and gain interaction by riding a wave of up to the minute content. Often time brands are late to the game and release campaigns or content about a trend that is long in the rearview of their audiences mind.

One of the main reasons for this marketing behavior is the focus on Gen Z and the emerging Gen Alpha. While it is a smart move to try to market to these emerging cohorts, it can sometimes result in marketing content that alienates or directly offends members of the older generation. One example of this is the use of celebrity for selling specialized meals at McDonalds. Celebrity inspired meals have been a practice for the fast food chain in the past, with the last one before this recent wave featuring Michael Jordan in 1992. There have been a few partners recently but none seemed to target the youngest generation like the pairing with K-pop group BTS. McDonalds typically targets a wide range of ages, but almost 95% of the BTS audience is below the age of 29, with the majority of its audience living in Asia.

It seems like the route that brands will continue to go is less about the safe and instead is reaching those outlying groups in more meaningful ways. There has also been a trend of businesses going towards marketing material that has reactionary content. Weetabix mixed it up and shocked its followers with an unusual pairing of cereal bar and beans. Some of the best engagement can come from people telling you that you were wrong

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Special Offer

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Send an email submission to jdyer@creativecomp.com to enter your business!

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Vol. 17

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  • Change is in the air at Creative
  • Graphic Fox's Fine Folks
  • Colors of Scale
  • The Olympic Dream
  • Quote of the Month

Change is in the air at Creative

As some of you may have noticed already, Creative Composition is now the official home of the Graphic Fox! The Graphic Fox has had over 45 years’ worth of design and printing experience and we couldn’t be happier to be able to incorporate their knowledge and spirit going forward! Creative Composition has four new faces being added to our team and we couldn’t be happier with the energy and expertise they bring to the table.

So who are these fine folks? Here’s a little sneak peek:

Brett:  Brett is a Chico native with years of experience in the printing industry. You may have seen Brett knocking down some pins at the bowling alley, where he competes in some tournaments with the local leagues.

Mary Jane:  Mary Jane is another wonderful sales representative with many years of experience in the industry. Grandma of the Loaf is another title she holds proudly, and while you may begin to think it’s a call to a long standing passion for baking, it is really about her adorable granddaughter.

*Her granddaughter is not a literal loaf of bread.*

Michelle:  Michelle is Chico State alum with 15 years’ experience in the graphic design field. When Michelle isn’t creating magic on the screen she may be keeping herself busy wrangling her three kids, and if the season is right you might see her out at second base on the softball field!

Tim:  Tim is a key part of the production team with 36 years in the graphic production field. When he isn’t working a press, Tim loves to spend his time with his children and his children’s children.  He also has a knack for the BBQ and is known to bless his family and friends with some sweet baby back ribs.

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Colors of Scale

Did you know that Creative Composition has been G7 certified? What does G7 even mean? When it comes to printing there are many factors that go into how a final product turns out. There are different scales of color and balance that can all be calibrated differently.

G7 certification means that we are able to consistently deliver output with colors that do not alter whether it’s on our Heidelberg Offset press or one of our other digital machines. Creative Composition has a keen eye in providing our customers with the highest quality product we can produce. With the G7 certification we add more certainty for our customers in knowing that the image that they submit for production will be replicated to near perfection.

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The Olympic Dream

The 2020… 2021? Olympics have come and gone after a year of delay. While watching the games one thing I noticed was the wide range in age from the oldest to the youngest competitors. These differences in age are seen throughout every sport and do not seem to be a predictor of whether an athlete will medal.

Momiji Nishiya was one of the youngest competitors to earn gold in the women’s street skateboarding at the age of 13, while Mary Hanna is still competing in the equestrian at the age of 66.

Age is not the limiting factor in people reaching their pinnacles of success. Hard work and determination is more important than the number of days you’ve lived.


Special Offer

Do you want to be the featured business in our next newsletter?

Send an email submission to jdyer@creativecomp.com to enter your business!

Take advantage of this 10% OFF offer! Subscribe to our newsletter and receive the coupon instantly!


Every Door Direct Mail

What is Every Door Direct Mail and what does it mean for reaching your audience?

EDDM is a service offered by USPS which allows businesses to target areas across the United States through choices of ZIP codes carrier routes based on household demographics. The key benefit of Every Door Direct Mail is removing the need for the traditional mailing list. Targeting lists are essentially generated by USPS based on the most recent census data, allowing your businesses to save time and money on acquiring potential customers contact information.

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Here are some industries which have been seen to gain the most from the use of Every Door Direct Mail:

  • Retail
  • Restaurants
  • Realtors
  • Business services
  • Medical Services
  • Dental Services
  • Contractors
  • Home Services
  • Attorneys
  • Local Arts
  • Community Organizations
  • Political Campaigns

Every Door Direct Mailing helps these industries in a multitude of ways; the most impactful of which are the ability to gain awareness, increasing the number of customers that are coming into your marketing funnel, and seeing greater returns on your marketing activities.

Gaining Awareness

For small businesses it can be a difficult task to face finding your audience and reaching those who could potentially be interested in what you have to offer. With Every Door Direct Mail, you are able to mail out to a greater number of people through lower rates of shipping.

Gaining More Customers

Businesses that rely on local customers benefit greatly from Every Door Direct. EDDM allows them to spread the messages about their business to those in the areas closest to them. Increasing local market share and remaining present in those that surround your location.

Seeing Better Returns

Through the targeting of mail routes within ZIP codes based on US census based data, EDDM allows businesses to connect with the right people within their targeted areas. With the proper appreciation of the data, reporting has shown much higher rates of return on investment because of the higher rate of quality leads coming from a refined delivery qualification.

What is the difference between EDDM and regular bulk mailing?

The typical practice of bulk mailing requires a mailing list with the addresses and names of all the people you are hoping to reach. These lists are usually acquired from list brokers or agencies whose purpose is composing the lists through in depth analysis.

Standard Mail Flats are the only type of mailers allowed in use of Every Door Direct Mail. The Maximum and Minimum sizing for EDDM can be seen below in the graphic, or directly quoted from the United States Postal Service here:

  • Rectangular with four square corners or finished cor­ners that do not exceed a radius of 1/8 inch
  • One of the following: more than 11.5 inches long, more than 6 1/8 inches high, or more than 1/4 inch thick (Note: If an 8 1/2 x 11 piece is folded in half, the final dimensions would not be a flat-sized piece.)
  • Not more than15 inches long, 12 inches high or 3/4 inches thick.
  • Orientation of the address does not matter, i.e., whether the address is applied parallel to the long or short side of the piece. However, the address must be in the top half of the piece.

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How do you take advantage of EDDM?

The most important step to take to use Every Door Direct Mail is to get started on the copy and composition of a piece to send out to prospects. Creative Composition has in house staff to help you design and create direct mail. Test your calls to action and see what could encourage your recipients to make the jump and initiate contact with your business.

If you would like to more about Every Door Direct Mail (EDDM), Creative Composition can help you navigate the requirements with ease. Please reach out to our mailing specialists if you have a campaign that you would like us quote.