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How to Use Emotional Targeting in Ad Campaigns

Emotions are powerful. We all know that. But what’s not so obvious is that when it comes to advertising campaigns, focusing on emotional elements can heighten the quality of your storytelling and the authenticity of your content, as well as consumer engagement and brand affinity.

Emotions are so powerful in campaigns that they can even evoke a greater intent to buy. In fact, Kissmetrics Blog mentions a research study, conducted by Pringle & Field, that finds “emotional campaigns outperform on almost every metric.” This includes revenue, profit and share gain.

So how do we successfully, and gracefully, use emotional targeting in our campaigns? What emotional aspects can we research and tap into? Read on to find out!

Psychological triggers

Emotions can lead people to take certain actions. So when developing a campaign, you’ll really need to think about why people are buying. Think about your product or service. Does it create a certain feeling — good or bad? Could it possibly make consumers think of specific life events? How do those life events correlate to their possible emotions? In general, feelings of happiness lead to more responses, shares and ultimately, sales.

This approach actually has a name: it’s called joy marketing. Eventbrite does this well in its Facebook ads. It makes sense — Eventbrite is an online event registration company for social events, so of course the ads should be inclusive to all and display happy people. However, other brands can take note of this strategy and apply it to their ads as well.

Throughout Eventbrite’s Facebook ads, you can see the company using three main tactics to elicit a certain emotion:

  • Bright and contrasting colors
  • Photos with smiling people
  • Language with positive connotation

What’s the underlying message each of these tactics is sending? Happiness. And this becomes two-fold. The viewer will likely feel the positivity that the ad exudes and begin to associate that with the specific offer and the brand itself.

Memories and associations

Similar to psychological triggers, memories and associations also play a large role in the buying process. No matter what your product is, you’ll want to extract the happiness out of it however you can. If it’s a product that’s typically associated with happy times, then you’re ahead of the game. If not, you’ll need to find a way to associate it with something positive in sentiment. When people connect your brand to happy memories or life events, you’re creating the emotion needed for more interaction and more intent to purchase.

Let’s take TurboTax for example. We all know that tax season isn’t exactly everyone’s favorite time of year. The reality is, TurboTax is starting on the negative end of the spectrum simply through association of a less-than-ideal life event. However, the company has a great opportunity to create a positive angle, which it has clearly recognized and implemented. In its advertising, TurboTax ties in meaningful life events (marriages, birth of children, etc.) to show that they can use those events to get their customers a higher tax return. It created positive emotions for the customer for multiple reasons: they’re reminded of those happy times, which can distract them from the burden of tax season, and they now understand that this company can get them more money. TurboTax found a strategic way to creatively extract the positive aspects out of its service.

Regardless of your product’s usual sentiment, you can apply creativity to showcase the positivity. We look at Hershey’s Chocolate for a great example of this. The company tweeted an Easter message with the copy, “Who makes your #Easter all the more sweet? #HelloHappy.” The picture includes Hershey’s chocolate and two small children enjoying the chocolate in all their holiday happiness. See the ad here. The sweets company mastered it with this one: associating positive memories with the product and making people truly intertwine the two — almost like you can’t imagine a happy Easter without your Hershey’s chocolate bunny.

Social aspects

It only makes sense that social elements would play into these buying emotions, as well. Feelings of inclusion and belonging go a long way when people are considering different products. More specifically, consumers want to relate to the people they see in the ads or even feel like they’re involved with a meaningful cause. If they feel like they belong with those people, or feel like they could belong if they bought the product, they’re more likely to purchase.

This can be a tricky one to master, but we see companies like Coca-Cola doing this well. For instance, look at the company’s “I’d Like to Buy the World a Coke” campaign. This shows the effectiveness of social input in advertising dating back to the 1970s! The company saw enormous brand engagement through this campaign, receiving more than 100,000 letters that shared consumers’ approval and also made requests for music for future commercials. The soft drink company was able to capture the essence of consumer engagement using positive emotions and feelings of happiness and togetherness.

The efforts from Coca-Cola still live on today, as it brought back the “Share a Coke” campaign and used the personal touch of first names on the cans. It uses the same emotional positioning of inclusiveness and friendship as its campaign in the 1970s. Check out the more recent campaign here.

FOMO

Sorry, what?

FOMO: a term that Millennials have created that stands for “fear of missing out.” Essentially, it’s a feeling that comes up when a person sees something happening that they think would be fun or cool, and they don’t want to miss out on it. Although it’s a relatively new term, it is a serious physiological element to consider. People alter their lifestyles, routines and schedules in order to not experience FOMO, so brands can certainly benefit from getting a grasp on this emotional concept.

Who can you learn from in this area? A company focused on growing website traffic called Sumo. The brand uses a sense of both exclusivity and urgency to leverage feelings of FOMO within the consumer. How? The company includes copy in its Facebook ads that make it seem as though everyone else is already using the software and that if you’re not yet using it, you’re missing out. According to the Kissmetrics Blog, Sumo uses these four considerations in its copy strategy:

  • Includes a number of users already reaping the benefits of the service (which is huge in the business of website traffic growth, as you wouldn’t want your competitors to get ahead)
  • Asks a question, hinting to something great that the viewer is missing out on
  • Makes the reader curious about the community and entices them to want to be a part of it
  • Gives a time limit on the offer, adding to the sense of urgency

You can see the company’s example here.

As you can see, there are so many considerations for emotional input during the buying process. With plenty of opportunities for tapping into these emotions, research and strategy are essential — you need to know your consumer well enough to understand how they’ll react.

Have you experienced the effects of emotional targeting? Or maybe your company has taken this approach? Tell us about your experience in the comments below.

Sources:

Kissmetrics — How Emotional Targeting Converts More Leads
Kissmetrics — 12 Genius Ways to Apply Emotional Marketing to Facebook Ads
HubSpot

Reaching Your Audience in the Right Way: A Review of Recent Ads

In advertising, not only are you trying to reach the desired target demographic for your product or service, but it’s important you reach them in the right way. Your message has to resonate with them in order for your ad to be effective, and the message can come in many forms: the channel, the design, the timing, the actual copy and more. So, there’s a lot to consider!

And that’s why it’s so important for brands and their marketing departments and ad agencies to prioritize research and strategy before they implement. Each ad campaign needs to be well thought out and viewed from diverse perspectives in order to refine the message and communicate effectively to the intended audience.

Advertisers can learn from the missteps of the soft drink giant Pepsi when it comes to considering these other viewpoints. While the intention was to deliver a message that’s relevant to current events and to make an emotional impact, it’s indisputable that the recent ad from Pepsi with Kendall Jenner, dubbed the “Live for Now Moments Anthem,” was poorly received. In a recent statement, Pepsi claimed, “This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that’s an important message to convey.” While the intention may have been positive, the public reaction clearly indicates that the message missed the mark and was largely regarded as tone deaf and even offensive.

Other brands can take away from this as well. As they continue to try to relate to current events and create powerful themes, they don’t always realize how the message could be misconstrued. It’s not that they have to water it down; they just have to remain diverse in their mindset, which can create an impact that’s even stronger and longer lasting.

While Pepsi failed in an attempt to capture the spirit of a social movement, other brands are stumbling as they try to insert their own messages into larger discussions on gender and human rights. With women controlling roughly 80% of consumer spending, advertisers need to do a better job of reaching women in a way that shows they understand and respect them. The examples below prove it can be done with grace and tact — that is, when brands listen to their audience, take the right approach, treat heavy subjects with respect and make their messages strong and clear.

 

Build an authentic understanding of your audience.

The example here is from SickKids Foundation. This ad is intensely moving, delivering an accurate depiction of an emotional subject. How do we know that? The foundation, and its ad agency Cossette, took the time to research and to talk to mothers whose kids are severely ill. They also included five real moms in the ad, which allowed the moms to share as much as they’d like while also providing authenticity to the message. Watch the ad below for a powerful message that aligns with the intended audience.

https://www.fastcompany.com/40405580/new-sickkids-ad-spotlights-the-unbelievable-strength-of-mom?utm_content=buffer9b956&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

Approach sensitive subjects carefully and respectfully.

In this example, Audi does an excellent job with a topic that could easily be mishandled. The main lesson here is that sensitive subjects should be handled with grace and respect — and it can be really powerful when done correctly. You must be cognizant of whether you’re taking a topic seriously enough or using imagery that perhaps isn’t the best use for a commercial. If there are any questions about it, just don’t do it.

https://www.youtube.com/watch?v=G6u10YPk_34

 

Make sure your message and intentions are clear.

If your audience doesn’t understand your message, your advertising is not working and you risk offending them or even harming your brand. If there’s even a chance that it could be misinterpreted, you should either revise your approach or scrap the idea altogether. In recent efforts, REI is joining the fight for gender equality, specifically in the outdoor realm. The ad below does a great job with message clarity and intention, even with a sensitive topic.

https://www.fastcompany.com/40401325/rei-is-taking-the-fight-for-gender-equality-outside

 

What do you think about these companies’ approaches? Have you seen other ads recently that really hit the mark for their respective demographic? Let us know in the comments section.

Four Common Misconceptions About Branding

Branding is complex — it’s the one task that must encompass promises you make to your customers, how you will deliver on those promises and how customers value your products. It involves a lot of moving parts and solid alignment between copy and design. Those who are not exposed to the intricacies of branding may, understandably, simplify the process and make assumptions about its true purpose. So let’s try to squash those common misconceptions and explain the realities of branding.

1. A logo is a brand.

This is a very common misconception, as logos are visual elements that exist at nearly every consumer touchpoint: website, packaging, social channels, etc. Logos are familiar to consumers, and they may become the first thing that pops up when thinking about a company’s brand. But a brand reaches far beyond a logo. A logo is more of a visual representation of the overall brand, an icon that communicates the overarching brand message and evokes similar emotions. It works both ways: brands are not totally complete without a logo, and a logo is never a complete brand.

2. Branding is only the responsibility of the Marketing/Advertising/Public Relations department.

If your company works by this belief, your brand will suffer. It is every employee’s responsibility to understand, support and represent the brand, and doing so will improve consistency and therefore brand equity. For example, if the Marketing department is pushing for a brand that listens to its customers and provides services based on what they want, but then the customer service isn’t up to par, the two departments are not aligned and the brand lacks consistency. This will affect the authenticity of the brand and ultimately how consumers view your brand and your company. Make sure everyone in your organization is prepared and empowered to be a brand advocate, and remember that consistency is key.

3. Branding and Marketing are the same thing.

While the two are closely aligned and certainly work together, branding and marketing are not the same thing. Branding represents what you want your consumers to understand about your company and product. It’s the overall messaging regarding promises you’ll deliver your customers. Marketing focuses on how you’ll get those messages out to your customers.

4. Branding isn’t necessary.

What do consumers tend to rely on most when making a purchasing decision — emotion or logic? It may surprise you, but the answer is emotion. Brands express an idea that consumers can relate to. So your company can (and should!) provide a stellar product or service, excellent customer service and appropriate pricing, but without a strong brand, something would still be missing. You need a brand in place to engage customers, evoke positive emotions and differentiate your company from your competitors. Never underestimate the ability of an effective brand to attract, influence and retain loyal customers.

content-brand-miscon

 

Have you witnessed these branding misconceptions? Do you know of others? Share your thoughts in the comments below!

Does a thriving small business need an agency?

Customers. Every business needs them. Now, you might have the greatest product or service in the world, but if customers don’t know who you are, what you do and your reputation, don’t expect many sales.

Acquiring and retaining customers is the biggest challenge that any business faces. To grow, every business – even a thriving one – needs to have a marketing plan that effectively reaches the target audience with branded messaging, because great communication leads to growth.

A strategic marketing plan developed by an agency ensures that branding messages are consistent across all media.

With that being said, creating a marketing strategy needs to be left to highly trained specialists. After all, do you really have the time to master research, strategy, branding, writing, graphic design, video production, social media, analytics, user experience and web development? Most likely not.

Even if you hire a marketing specialist, it is extremely unlikely that this individual will possess all the necessary skills needed to create and execute a marketing plan. At some point, your hire will have to outsource tasks. The “too few people wearing too many hats” approach just doesn’t work.

To put it simply, you can’t do it alone or even with one or two hires. Hiring an agency provides substantial value by saving you time and money. Think about recruiting, training, investing in software, and the additional overhead expenses of bringing someone on.

Using an agency to develop an effective marketing strategy will have a profound effect on a business. It is crucial to growth. Considering businesses are judged by the profit they generate, building a strong brand is a vital investment a business should make. Plus, every business can benefit from an outside perspective.

GO2 Advertising is an employee-owned agency where strategy empowers creative. We all work hard in creative ways to elevate your brand because we’re invested in ours. We work with Fortune 500 clients and small businesses looking to make it big.

We look forward to hearing from you soon.

Top Five Myths about Public Relations

It’s somewhat ironic that PR as a profession seems to have a PR problem, as it’s often associated with many falsehoods. So, we’re here to bust these myths and provide you with the real truths of public relations.

  1. PR is exactly the same as advertising.

    It’s accurate to say advertising and PR are related, but to say they’re identical is simply not true. They certainly work together to support each other, but they are not the same. While there are many differences between the two, we’ll highlight a few:


    Advertising
    • Paid space: the company pays for the ad and therefore knows exactly when, where and for how long it will run
       
    • Total creative control, considering you’re paying for the ad and setting the direction for it
       
    • One-way communication, pushing information at audiences
    Public Relations
    • Earned space: with PR, you’re attempting to obtain free placements and media coverage for the company’s product or services
       
    • Little to no control over how the media present your information, if they do choose to present it, which is not required
       
    • Two-way communication, participating in open dialogue with audiences

  2. Simply sending out a press release will suffice.
    Don’t get me wrong – press releases are still very much alive and well. However, working alone they aren’t as effective as they could be if they were built into a more complete campaign. Add research to that campaign, paired with traditional media relations best practices, and you’ll be much more likely to see the impact on your ROI.


     
  3. PR can make your content go viral.
    
Viral content cannot be planned. Can you take steps to create a better chance of it happening? Sure. But you can’t bank on a specific post to go viral. It all comes down to content. Think about it – what viral posts do you typically share? Likely ones with relevant, impactful and meaningful content. You should apply a thoughtful strategy to your content creation and promotion, which can help immensely. But don’t be upset with your PR team when a post doesn’t spread across the Internet in five minutes.
    


  4. PR is quick and easy, with results churning overnight.

    PR: not for those with instant gratification needs. It can be difficult to project success over long-term efforts and be content with gradual progress, but that’s what PR is. Nothing is immediate; nothing is instantaneous. Typical PR plans span for months at a time – sometimes just the implementation portion can last for months – so expecting killer results in one month’s time is, quite frankly, asking for failure and frustration. Think of it like a weight-loss regime. Results are similarly gradual.
    


  5. PR can keep bad news from spreading.
    
Speaking of going viral, sometimes bad news goes viral. PR can’t stop this from happening – nothing can. If it’s newsworthy, editors WILL pick it up and run it. Hey, you can’t blame them; they have readers to serve, too. And as long as it’s truthful and fair, they aren’t acting unethically. Cyberalert.com tells us that “more than two-thirds of company crises gain international reach within just 24 hours.” So what PR can do is attempt to mitigate a bad reputation from stemming as a result of the spreading news. PR practitioners can look for signs, trying to stay ahead of the news, and manage the crisis with regular messaging and transparent communication.


These are the top five from our perspective, but we know there are more. What PR myths have you come across? What PR questions can we answer for you? Leave a comment below!


Sources used:
http://www.cyberalert.com/blog/index.php/common-misconceptions-about-public-relations/
http://www.prdaily.com/Main/Articles/10_misconceptions_about_PR_15127.aspx
https://www.linkedin.com/pulse/20141113121112-18188164-10-common-misconceptions-about-pr
http://advertising.about.com/od/careersource/a/10advpr.htm

The Craft of Advertising

A patron approaches an item, excitedly. They inquire about its creation, curiously. They ask about the price, cautiously. They walk away, sadly. If you have any experience as either visitor or vendor at a craft or art show, you have probably witnessed this familiar scene. Handmade items can be enchanting and inspiring. But, they can also be very expensive.

Articles occasionally make the social media rounds, patiently explaining to a society raised on mass production exactly what it takes to make that wire woven necklace or that carefully carved flute. It’s not just time, labor, materials and overhead, but also education, skill, dedication and passion that contribute to both the quality of the work and its cost. One such plea that recently came across my feed got me thinking about my own craft. Though our team here at GO2 doesn’t sew dresses or knit scarves; we make strategies, brands and advertising tactics. And just like any craft, there’s much more to it than meets the eye.

Take sending a marketing email, for example. The final email that the target receives is only the tip of a surprisingly deep iceberg. To send a personal email, you pop open an email client and type away. But to send an advertisement that has any hope of being successful, there are many steps to complete before even a single word is typed and a dedicated team of specialists to help it on its way. It starts with…

The Strategists

ohyeahdata width=The account planners live data and breathe research. The Internet is a sea of noise, and without the strategists, your ad is doomed to drown in it. They study demographics, market trends, competitor data and more to determine the who, what, where, when and why of your email—everything from the targeted recipients to the time of day.

And, you have a vision for this email that includes everything from the message it should convey to the results it should provide. Your advocates in account service are here to nurture and guide that vision through every step of its creation. Catering to your needs and offering a conduit for your voice—they are always on call to service your brand, your ideas and, most importantly, you.

The Creatives

drinkingthatjuiceYou don’t just want someone to like your product; you want them to need it. It’s going to fill a hole in their lives they didn’t even know was there, provide a sense of well-being they crave, and allow them to be the person they always imagined they could. And that is why you need copywriters. A bulleted list of features is great, but in a world of myriad choice, potential customers should know not just why they need a toaster, but why they need your toaster.

But you’ve only got about half a second to convince them to actually read this thing, so it has to look good. No. Great. No. Amazing. The graphic artist has to understand expectations and then understand how to defy them. Deftly balancing form and function, they know how to draw your eye with dimension and convince you with color—ensuring that the message stands out in the crowd.

The Developers

youplusmeThis gorgeous, evocative email isn’t going anywhere without them. The designer can make it look good, but it needs developers to make it work right. Creating a piece that functions on all platforms and with all email clients is no small feat—but the dedicated developer will ensure that it is interactive and optimized. And the tracking codes they include will give the strategists all the juicy data they need to begin the process again.

The QC Specialists

qcallupinhereThey are the guardians of grammar and the sentinels of sentences. Nothing can undermine your message quite like a typo. Not only that, but someone has to make sure that all the hard work of the previous team members makes it into the final product. Was the integrity of the design preserved in translation? Did the copy points all make it in? Do the links link and the displays display? These gatekeepers make sure nothing gets through unchecked.

A great ad often requires a great investment of resources. But when you see it working for you, promoting awareness and generating sales, the payoff is clear. The only ad that’s too expensive is the one that doesn’t work.

B2B Content Marketing

You know it when you see it. It’s the stuff that tells a story. The stuff that achieves that coveted yet nebulous distinction of “going viral.” The stuff that lets people connect with not just what you sell, but who you are. It’s content marketing, and everybody’s doing it.

88% of B2B organizations say they use this type of marketing, but only 30% believe they do it well. Obviously, cutting through the clutter and creating engaging content in the B2B space poses unique challenges, so how can you make it work for your enterprise-focused business?

First, let’s pin down exactly what we’re talking about. The CMI (Content Marketing Institute) defines content marketing as “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” This simple definition provides an excellent starting point for defining the essential qualities of good content marketing. It must be: Valuable, Engaging, and Targeted.

Make it Valuable.

The bigger the purchase, the longer the sales cycle.

“The bigger the purchase, the longer the sales cycle.” B2B buyers are making a bigger investment and want to spend more time with your brand before they decide to commit. They want to feel comfortable with its personality and confident in its knowledge. Consistently offering valuable content allows them to begin forming this relationship immediately and also allows that relationship to be nurtured continually. Create pieces which establish your thought leadership and expertise. Even more importantly, create pieces that demonstrate your understanding of your potential and current customers. Show that you know both who they are now and who they want to become.

Here are just a few of the possible avenues:

  • Social Media Content
  • Videos/Video courses
  • Case Studies
  • eNewsletters
  • In-person Events
  • Blogs
  • Articles on Your Website
  • User guides
  • Illustrations/Photos
  • White Papers
  • Podcasts
  • Infographics
  • Webinars/Webcasts

Make it Engaging.

You must create meaningful content in order to evoke an emotional response. If your audience is not moved by what you are sharing, they will not be motivated to act. Applying this idea in a B2B context is especially challenging, since B2B product and service offerings tend to seem less exciting than with B2C. People are personally invested in their tech, but how do you elicit an emotional response when talking about your business software?

The content you share should be designed to make a human connection, not just a business one.

The first step is to keep in mind that, while the product or service you are offering exists to benefit a company, it is ultimately not a company who will be making the purchasing decision — it is a person. The content you share should be designed to make a human connection, not just a business one.

Similarly, this type of content can’t be too salesy. People have learned to tune out the overwhelming amount of traditional advertising they are exposed to and you simply can’t start a meaningful relationship with someone by asking them to open their wallets. So, resist the urge to plug your product in that carefully crafted infographic — that will make it seem less genuine and significantly less shareable.

Here are a few examples of inspiring B2B content:

  • HubSpot’s Inbound Marketing. As the creators of the term Inbound Marketing, you know they are doing something right. One of those things is offering tons of relevant, free content on their website in a way that shows both respect for their visitors and acknowledgement of their goals.
  • American Express Gives Business Owners an OPEN Forum. With titles like “5 Things Successful People Do That Others Don’t” and “3 Reasons Introverts Make Excellent Employees,” the credit card company understands that to make a personal connection, a good start is talking about everyone’s favorite subject: themselves!

Make it Targeted.

It seems obvious: If you want to create useful, meaningful content, you have to know who you are talking to. But, according to B2B sales and marketing analyst firm SiriusDecisions, the top challenge for B2B marketers is not creating good content, but a lack of persona-based insights. Investing time and resources into researching and developing audience personas (with consideration for their likely needs and interests) will help keep your content focused on the right topics and help your content creators remember that they aren’t just talking to buyers, companies or dollar signs, they are talking to people.

Buyer-centric (as opposed to product-centric) marketing isn’t the future — it’s the present. Entering this space with purpose and strategy will be well worth the effort.

Opportunity Knocks: On-Door Direct Marketing

How do you connect with consumers? How do you make your brand stand out when your target audience is bombarded with 5,000 advertising and brand exposures daily – One every 11.52 seconds*? On-Door Direct Marketing or Doorhangers.

Sure, they’re not high tech. Yet, they deliver high results. Doorhangers generate results that direct mail, inserts, newspaper ads or any other media program cannot come close to equaling.

Depending on the strength of the promotion, response rates of 8% to 15% are the norm, not the exception. How is this possible? Your message never gets lost in the clutter. Doorhangers actually force interaction and make your target audience pay attention to them. In other words, they’re hard to ignore.

Besides helping you stand out against intense competition, on-door direct marketing optimizes your budget with exceptional cost efficiency. Here are the advantages of on-door direct marketing.

  • DHmapDelivers the lowest cost per inquiry and higher readership
  • Provides more reliable promotions with higher redemption rates
  • Superstar solo performer – your message stands alone on the homeowner’s door and never gets lost in the clutter
  • Target-specific ZIP codes or multiple Designated Market Areas (DMA)
  • Saturate the market on the days you want; U.S. bulk mail has no guaranteed delivery date
  • Costs no more than a direct mail piece
  • Requires no additional budget
  • GPS tracking for delivery verification

Whether you’re targeting a single ZIP code or multiple DMA, GO2 Advertising excels at driving business results with on-door direct marketing. We also excel in the ease of implementing your trackable program.

From the distribution strategy, creation and design to fulfillment, GO2 can handle the entire process. Contact us today to learn more about On-Door Direct marketing.

* http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/

Making the Most of Mail

As the global digital ad spend continues to increase each year, making digital the fastest-growing category in advertising, the marketing landscape has definitely been shifting. But keep in mind that the rise of digital does not mean the fall of traditional.

Traditional forms of advertising are here to stay, whether they make up an entire campaign on their own, or they’re used alongside digital for a dynamic marketing mix. To illustrate this point, let’s take a closer look at direct mail.

Though it might seem like letters and postcards can no longer compare to blogs, microsites or Facebook ads, that’s just not the case.

  • Direct mail still yields the lowest cost-per-lead and highest conversion rate.
  • Direct mail continues to be used heavily, with a 43% share of total local retail advertising.
  • Direct mail marketing has an average response rate of 2-6%. To put that in perspective, email marketing averages only a .12% response rate.
  • 48% of people retain their direct mail for future reference.
  • 40% of consumers try new businesses after receiving direct mail.
  • U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold, a 1,300% return.

Sending thoughtfully designed, strategic pieces of direct mail can make a significant difference for your bottom line. Plus, GO2 can help you to integrate direct mail into multifaceted campaigns that can make an even greater impact for you.

76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication. And when you consider direct mail as part of a larger marketing strategy, you’ll see that the possibilities are virtually endless.

When you send your customers a printed piece, you can also deliver so much more. For instance, with the addition of a QR code, or even an Augmented Reality trigger, you can invite your audience to explore content far beyond the printed page, with anything from a dedicated landing page, to a video or a 3D experience.

To make the most of your direct mail marketing campaign, you’ll want to be sure that every tactic is consistent, presenting a cohesive look and feel that will engage your audience and keep your brand’s identity top-of-mind. Because we have the capabilities to cover every aspect of your efforts, you can count on GO2 to deliver brand consistency in everything we create together. From custom, personalized mail pieces to comprehensive, innovative campaigns, we’ll make it all work for you.

Sources:

Media Sales Today

Online Marketing Institute

Compu-Mail

Why Print Still Matters in the Digital Age

True or false: As the world we experience becomes increasingly digitized, print is a dying medium that is no longer relevant.

If you said false, you’re on to something. A whopping 79% of households say they read direct mail ads. Experts argue that the world of print magazines is going strong. Financial Times is quoted as finding that only 29% of consumers believe the Internet meets all their information needs. Though not a traditional advertising medium, print books are still preferred over e-readers by most Americans. And from our own experience, there are a lot of reasons that print is far from dying.

Print makes a statement. It appeals to people at a tactile level and says, “this is important enough to put on paper.” There’s just something credible about tangible text that can’t be replicated digitally.

And digital, with all its benefits of accessibility and interaction, also has its drawbacks. Think about the last time you went online for something specific. How many distractions met you? How many rabbit trails of instant messages and sidebar ads and social notifications did you follow before, after and during the search for your original item? Wait — do you remember why you went online in the first place?

While advertisers have to go where the consumers are, consumers aren’t only to be found in the digital space. In fact, the DMR article linked above says that 39% of customers say they try a business for the first time because of a direct mail ad.

This slideshare nicely summarizes the pros and cons of print versus digital media. We especially appreciate how it demonstrates that the two, so often pitted against each other, can and should complement one another in a comprehensive ad campaign. Digital media can offer in-depth information that may not fit on a physical ad, but the printed word carries a persuasive weight that the online environment often lacks. Consumers are looking for both.

Our conclusion? Print still matters in the digital age — maybe more than ever.

Using print and digital as complementary advertising tactics is a smart strategy that will maximize your ROI, and here at GO2, we’re experts in both. Your campaigns will benefit from the continuity and precision of a one-agency solution, as we build campaigns that move seamlessly between print and digital media. Contact us today!