Blogs

To create genuinely personal communications, you need to know your customers. This requires more than knowing basics like name, address, and gender. It requires knowing more about who your customers are.   Let’s take an example from the world of sports. For example, when we think of hockey fans, we might think of demographics such as […]

If you want to know what’s working, test it. Is this recipe better than that one? Is this pair of shoes more comfortable than those? Marketing is no different. By taking a portion of your list and testing one element at a time, you can find out what works best. Even if you’ve done testing […]

Increasingly, marketers understand the power of emotions. Product features and benefits are essential, but someone’s need, fear, or desire often motivates the actual purchase. Just look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their adhesive properties. It shows a crying child being soothed by […]

There’s more to loving paper than what it does for your marketing. Did you know that many paper companies are regularly involved in sustainability and community initiatives that make a difference in the world around us?   Here are five examples of the types of initiatives paper companies are involved in every day.   1. […]

Do Self-Mailers Have Benefits Over Direct Mail Envelopes? You Bet! For many businesses, direct mail letters are their “go-to.” They are inexpensive to produce, can include BREs and other inserts, and depending on the design, can seem more personal than self-mailers. Still, the popularity of self mailers is growing. They, too, are inexpensive and have […]

In 2021, Business Are Marketing Smarter, Not Harder With the U.S. economy starting to re-open following the height of the coronavirus pandemic, what does this mean for marketing? Are companies continuing to hunker down? Or are they getting back to business? This is important to know both as a benchmark and for competitive insight. If […]

Since the start of the coronavirus pandemic, businesses have faced challenges due to the growing instability in brand relationships. Especially during the early days of the pandemic, buyers often switched brands due to changes in availability, logistics, and their own economic situations. This quickly challenged businesses’ assumptions about their customers’ loyalty and spotlighted their customer […]

We all want to sell more products and services, and for decades, brand awareness has been the subject of research and study. Is this a good investment of your marketing dollars? To what extent does brand awareness truly influence the final purchase decision? As it turns out, quite a lot.   Here are the results […]

  What’s another name for personalized printing? Relationship marketing! This is an approach that uses personalized printing to focus on nurturing long-term customer relationships rather than pursuing just the short-term sale.   How does this work? Say you are a family-owned hardware store. Typically, a customer walks in and does his/her shopping. You’re available to […]

Supporting Your Virtual Events As if virtual meetings and remote offices weren’t changing enough, businesses are now adapting to virtual events! What does marketing a virtual event look like? Does the fact that your event is virtual, change how you promote it? Should all of your marketing be digital to match? The answer is NO! […]

  Marketers #1 Priority If you had to name the top priority for marketers today, what would it be? If you said creating a positive Customer Experience (CX), you’d be right. Indeed, everybody wants to increase sales. However, without a good customer experience, that’s difficult to do!     Positive Customer Experience (CX) CX is […]

Marketing is KEY   In today’s “new normal” created by the COVID-19 pandemic, it can be challenging to know how to strike the right balance when it comes to marketing. Many brands are keeping a low profile, waiting for a surge in consumer confidence before restarting their direct mail and email campaigns. However, it should […]