Marketing

Green arrows in a circular pattern

Want to Be More Sustainable? Embrace Circular Design

In recent years, circular design has gained traction in many industries, including printing and packaging. Circular design aims to minimize waste and maximize the lifespan of products by following the principles of reduce, reuse, and recycle. Not only can embracing circular design lead to significant environmental benefits, but it can result in operational efficiencies, too.

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Figures being attracted to a magnet

5 Tips for Boosting Your Donor Retention Rate

The average donor retention rate for nonprofits is between 40% and 45%. That means for every 100 donors you have, only 40-45 will donate the following year. But what if you could retain more of them? Imagine the impact on your mission!

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Figure of a person running from a group

4 Reasons Your Customers Might Be Defecting

Your existing customers are your most profitable customers. They buy more frequently, and they spend more when they do. But are you paying sufficient attention to them? Could you be losing customers without knowing it?  Understanding why customers defect to competitors is the first step in retaining them, so let’s look at four key reasons you might be losing customers without realizing it.

 

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On the rise when others are falling

3 Lessons on Growth During Uncertain Times

When economic times are uncertain, different businesses take different strategies. Some tighten the belt, hunker down, and wait for things to improve. Others see opportunities. When their competitors pull back, they invest so they are way ahead when times get better.

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Team of people working on branding elements

Got Brand Identity? You Can! (Here’s How)

Do brands have identities? Sure they do! Think about some companies most associated with a strong brand identity: Starbucks, Nike, Apple, and Coca-Cola. When you think about these brands, you think about more than products. Whether it’s excellence and determination or the warm feeling of bonding with friends and family, each brand has a strong identity of which customers want to be a part.

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Hands typing up copy on a laptop screen

Five Steps to Crafting Effective Marketing Copy

Marketing copy is the heart and soul of your advertising efforts. It connects your product or service with your audience, compelling them to take action. Let’s break down five essential steps to writing effective marketing copy.

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A thank you note partially inserted in an open envelope on an orange surface.

Case Study: The Power of a “Thank You” Note

When you are shipping products, do you include a simple thank you? You might be surprised by what a difference it can make. Most buyers open the box, take out their purchase, and recycle it with little thought. But opening the package to find a thoughtful and beautifully printed card can change that experience and win you a loyal customer.

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QR code lit up in blue over the darkened keys of a keyboard

QR Codes Are Everywhere — For Good Reason!

The global pandemic has had a profound impact on the world of consumer marketing, and one of these impacts has been to bring QR codes more into the mainstream. With consumers increasingly comfortable using QR codes, businesses can confidently leverage this marketing tool, making it more straightforward for customers to gain information, access coupons, and reply to offers.

 

QR codes are those boxes of black-and-white squares you see on posters, on the backs of business cards, and in the drive-through windows at McDonald’s. When scanned with a mobile phone, they connect people directly from the world of print to the world of digital. While most people associate QR codes with taking the user to a web page, they can do much more.

 

When scanned, QR codes can launch a web page, play a video, make a phone call, add a calendar event, launch a survey, initiate a mobile payment, send an email, and much more.

 

QR codes are free to create and simple to use, and suddenly, they are everywhere.

 

Faster, Easier World for Customers

 

QR codes (short for “quick response” codes) have been around for nearly two decades. While traction has been gaining, adoption took off during the pandemic thanks to the promise of touchless interaction. Now QR codes are here to stay. Touchless interaction is still a benefit, but more importantly, QR codes make things faster and easier for consumers.

 

Consider just a few of the ways that QR codes are being used today:

  • Restaurants are adding QR codes to menus or table plaques, allowing patrons to browse their dining options and place orders without waiting for a server. QR codes enable restaurants to update their menus or daily specials in real time.
  • Hotels are adding QR codes to enable contactless check-ins, allowing customers to place in-room orders and control lights or air conditioning.
  • Sports, music, and travel lovers no longer need physical tickets to enter their favorite venues. From high school sports to rock concerts and art events, patrons show the QR codes on their phones.
  • Medical facilities use QR codes to let patients check in for appointments and access health information on posters.
  • PayPal, Venmo, and other payment apps have launched QR code mobile payment systems, making payments even to small businesses as easy as point and tap.

 

Want to learn how to use QR codes to make your customers’ lives easier? Just ask!

Computer dialog boxes and open records with green check marks.

5 Benefits of Having an Up-to-Date Mailing List

Keeping your mailing list up to date is essential for making the most of your marketing dollars. It ensures that your messages arrive in a timely fashion and provides other benefits such as cost savings and better targeting. Let’s look at five benefits of an up-to-date mailing list to motivate you to make this one of your top investments.

  1. Gives you a strong foundation. Accurate, up-to-date lists are the starting point for creating relevant, personalized communications. Keeping your mailing list clean, accurate, de-duped, and up to date is a best practice that should be part of your routine. If you get in the habit of keeping up with the basics, it will help you with more sophisticated targeting later.
  2. Keep customers happy. Nothing says, “We don’t care,” like a misspelled name or street address. Sure, your mailer might get there (eventually), but at what cost? Keeping your list up to date ensures that your target audience knows you care enough to get it right.
  3. Keeps costs down. With an inaccurate list, you are printing and mailing pieces that may never arrive. Don’t waste money! Ensure that every piece gets to its destination. With an accurate list, you also save money by not sending duplicates to the same individual or household.
  4. Provides anchor points. As you compile your records, basic data points can be used as reference points for future refinement and additions to that list. For instance, is Jane C. Cochran the same person as Jane Cochran? Can Bob Smith be distinguished from Robert Smith, Jr.? These questions can be answered by cross-referencing data points from an accurate mailing list.
  5. Improves targeting. Once you are confident in your list, you can begin to build more detailed profiles of each person. You can purchase additional data to construct more complete profiles that will help you improve your targeting and personalize your communications even more.

Invest in your mailing list regularly. Not only does it help you create an accurate, up-to-date profile of your customers that improves targeting and saves money, but because your email, social, and mobile marketing draw off the same list, it also benefits your marketing in other channels.