Benefit from Effective Branding Today!

An effective brand creates an enduring perception in the minds of your customers and distinguishes you from your competitors. An investment in branding can pay off in many ways.

Increase mind share. When you want a cola, you think of Coca-Cola or Pepsi. If you need a bandage, Band-Aid comes to mind. Are you top-of-mind in your market segment? The sensory components of printed materials engage readers on an emotional level, connecting customers to your brand in a way electronic marketing can’t match. Consider incorporating a gloss varnish, embossing, a distinctive die cut, or one of the many textures now available in papers and other substrates.

Build loyalty. A memorable experience with a quality brand creates loyalty, which translates not only into the likelihood of a repeat sale but also an increased probability that the customer will buy related items from the same brand.

Benefit from referrals. People who have never used your product or service may still recommend it if they’ve encountered your brand enough times to develop a sense of familiarity. Printed collateral can be more visible to the casual observer as the prospect doesn’t have to consciously seek out your message. Include your social media information on your printed products.

Command a premium price. A powerful brand can lift your product or service out of the ambit of a commodity, so you have buyers eager to pay more for what you’re selling. Many companies sell coffee, so what makes people stand in line and pay top dollar at Starbucks?

Lower your marketing cost in the long run. Although you have to invest resources to create a strong brand, once it is established you can maintain it without having to re-tell your story. Many budget-conscious marketers rely heavily on electronic media, but research shows that people still prefer print. We simply don’t have the same visceral reaction to an e-brochure as a professionally printed piece.

Less risk for the consumer equals more sales for you. If someone is put on the spot to make a decision, he will most likely choose the brand-name supplier. Consider monthly postcard marketing so prospects interact with your brand regularly. Printed materials have the advantage over electronic media based on portability and permanence.

Building an effective brand is a continuous process. Evaluate your brand’s market position periodically to make sure it’s fresh and relevant.

Positioning Your Business for Tomorrow

Do you see marketing as a sprint or a marathon? Increasingly, marketers are taking the marathon view, developing their plans to focus on long-term results rather than just “right now” sales. In this view, marketing has a two-fold purpose: to foster immediate sales and to plant seeds for tomorrow.

First, you must identify the factors that will further your company’s long-term marketing goals. You might not have a perfect understanding of every looming competitive, economic, legal, sociological, or technological force, but you can become alert to the possibilities. Arm yourself with information on the longevity and profit potential of your present market’s lifecycle as well as budding market opportunities so you can begin positioning your business for tomorrow today.

Here are a few ways to foster future business opportunities regardless of your business size or budget.

Provide platinum-standard customer service. Your goal is always to exceed your customers’ expectations, but if you fall short, admit it. Many loyal repeat customers result from perfectly corrected errors.

Cultivate your elite customers. Your best customers—those who are easy to work with, who really like you, and who have a positive history with your company—are a goldmine of quality referrals. Strengthen existing relationships and build new ones by giving your top clients and their guests special offers, insights, and previews of your innovations.

Create top-of-mind awareness. Not everyone needs your product or service today, but many will at some point in the future. Capitalize on your vision of emerging needs and trends, communicated using our suite of multichannel marketing tools and techniques, to get your product in front of tomorrow’s customers now!

It takes time for the seeds you plant today to germinate into future business. Essential to all of this is, to communicate effectively with your target audience.

Consult with us today to learn how our technology and expertise can support these efforts!

Customer Insight Is Key to Personalization

What’s the secret to personalized printing success? It can be summed up in a single word: relevance. You can “personalize” a document with dozens of variables related to a customer’s gender, income, geographic location and more, but in the end, if the document isn’t relevant to the recipient, it won’t be effective.

How do you ensure that your personalized mailings are relevant to the people you are sending them to?
You get to know them!

The industry’s most successful marketers know everything about their customers. They ask questions. They do customer surveys. They conduct focus groups. They collect a variety of customer data that helps them create detailed profiles of those customers. They mine data efficiently.

How does this work?
Let’s say you are a marketer of women’s health products. You have been personalizing direct mailings by name, age, and stage of life, but the response remains low. To figure out what’s going on, you conduct a survey to learn more about your customers’ lifestyles.

Based on the survey, you find that a high percentage of your customers are home-schoolers. While these customers value natural products, your research finds that their time and finances are restricted by home-schooling costs and activities. You also find that among this group, personal pampering is not a high priority.

Based on this new information, you might change your pitch and take a different approach. Instead of focusing on the appeal of your products to the recipient personally, you might begin to address this demographic’s larger concerns and lifestyle needs. You could address the cost-effectiveness of natural products in comparison to commercial products. Perhaps the ability of these products to boost energy, improve the restfulness of sleep, and provide long-term health benefits for growing children. What do you think will happen to your response rates?

There is a common saying, “Knowledge is power.” That’s as true in marketing as it is anywhere else.

About Linemark Printing Inc

Linemark is an intensely customer focused company delivering robust & innovative communications solutions to a client base of associations, corporations, and non-profit organizations. The 90,000 sq. Ft. National headquarters is located within close proximity to the Washington DC / Baltimore Metro areas. As one of the leading and fastest growing communications companies in the country, Linemark has made their mark with best in class, technology driven, and measurable client results.

What Marketers Can Learn from Magazines and Newspapers

Digital marketing channels have an important place in the media mix, but as marketers have learned, the ubiquity of presence doesn’t necessarily translate into greater profitability or effectiveness. Recently, an article in USA Today reinforced this conclusion. It discussed the hard copy vs. digital issue from the perspective of traditional print media, and there are important conclusions for marketers.

Despite the pounding that traditional media have taken in public opinion lately, here are a few points from the article worth noting:

  • Investors are still lining up to make bids for ownership of traditional print news media. In fact, one group offered Time Inc.—not fire sale rates—but a 30% premium for its shares. The offer was rebuffed because management felt the paper had too much value.
  • Tronc, formerly Tribune Publishing, also refused an inflated offer to buy its shares, even after a bidding war that drove up the price.
  • Although margins are declining, many newspapers and magazines remain profitable. The fat has been trimmed, and profits are now about cost management and efficiency.
  • What isn’t making a lot of money? Digital channels. Readers expect to have access to digital content, but after 20 years of fiddling with revenue models, publishers cannot figure out how to make it truly profitable. Readers expect digital content to be free. The revenues from the digital arms of traditional publications still cannot compete with those from print.
  • Traditional publications like Time, Fortune, and The Washington Post (along with more populist publications like Sports Illustrated) have something digital channels do not—reader trust and loyalty.

What can marketers take from this? The print vs. digital debate isn’t unique to marketing, and neither are the conclusions. Whether it’s traditional news media or print and multichannel marketing, print continues to maintain a value and importance in the mix that cannot be replaced by digital channels. In order to maximize profits and reader (or customer) engagement, you have to include print.

(Data and statistics from USA Today International Edition article titled “Buyers are still in line, so don’t underrate print media’s value.”)

About Linemark Printing Inc

Linemark is an intensely customer focused company delivering robust & innovative communications solutions to a client base of associations, corporations, and non-profit organizations. The 90,000 sq. Ft. National headquarters is located within close proximity to the Washington DC / Baltimore Metro areas. As one of the leading and fastest growing communications companies in the country, Linemark has made their mark with best in class, technology driven, and measurable client results.

 

The Right Content at the Right Time

Increasingly, marketers are looking at the sales process as a set of stages, with each stage of the process requiring different types of content to move prospects from one stage to the next. This process is called lead nurturing.

One of the most important tools for lead nurturing is content marketing. According to BPM Online, which offers a platform for process-driven CRM, B2B marketers overall allocate 28% of their total marketing budgets to content marketing. However, companies that see the best return from this channel tend to allocate up to 46% of their budgets for content marketing. Content marketing is a great investment!

According to BPM Online, there are three stages to lead nurturing:

Early Stage (Awareness): During this stage, you want to provide free access to content. This includes white papers, research papers, curated content, infographics, and webinars.

Middle Stage: (Consideration): At this stage, you want to start qualifying prospects as warm and hot leads so your sales team can stay in contact with them and funnel these leads appropriate content at the right time. Content at this stage should be gated so you can identify and qualify these leads. Content might include RFP templates, calculators, guides, and analyst reports.

Late Stage (Evaluation): At this stage, you will be communicating only with the most qualified leads, so you want to make their purchase decision as easy as possible. Content should once again be free and ungated, including product demonstrations, success stories, and video testimonials.

BPM Online, reported that 79% of marketing qualified leads (MQLs) never convert into sales because of the lack of lead nurturing. This is not a process you want to overlook!

Need help with your lead nurturing process? Give us a call today and let’s kickstart the process.

About Linemark Printing Inc

Linemark is an intensely customer focused company delivering solid & innovative communications solutions to a client base of associations, corporations, and non-profit organizations. The 90,000 sq. ft. national headquarters is located within close proximity to the Washington DC / Baltimore Metro areas. As one of the leading and fastest growing communications companies in the country, Linemark has made their mark with best in class, technology driven, and measurable client results.