• Want to Boost Results? Think in Color!

    Did you know that from the moment you walk into a retail store, your experience is highly calibrated? Retailers know that the amount you purchase is influenced by the style and speed of music it is playing, the luxury of the scents it is wafting, and even the level of the floor beneath your feet. (If you step down into the display area, retailers know that you are more likely to buy than if the floor is level.)
    While you cannot influence the music, the olfactory environment, or the location in which your audience reads your mail, you can affect their mood and inclination to buy based on the colors you use in your layout and design. If you are already segmenting and personalizing your mailers to improve relevance, choosing the right colors can add some extra muscle to your marketing.

    Different colors affect the reader’s mood in various ways. Yellow is bright and cheery; it connotes youth and optimism. Red implies energy, action, and sense of urgency; but it can also suggest rebellion. Blue conveys trust and security. Black connotes power.

    Understanding this, you can match the colors you use to the message you want to convey. As consumers, yellow makes us happy. Try using it for starbursts, backgrounds, and borders. Red creates urgency and encourages readers to take action. Use it to announce deadlines, clearance sales, and short-term offers. Blue is associated with trust, so it is often used for banks and finance. Did you know that purple is associated with relaxation? That is why it is used for marketing products related to aging and retirement.
    Research has also shown that color influences different types of shoppers differently. KISSMetrics, which offers software for online analytics, has found the following correlations:

    • Red, black, and royal blue are associated with impulse shopping. These colors are often used by fast food restaurants, outlet malls, and for clearance sales.

    • Navy blue and teal appeal to shoppers on a budget. They are frequently used by banks and large department stores to promote value but not discounts.

    • Pink, sky blue, and rose are associated with more traditional shopping patterns. They are often used by clothing stores.

    So take your personalization to the next step. Integrate color into your targeting and messaging as much as you incorporate demographics and other personalization fields. Start with conventional wisdom about what works and what doesn’t. Conduct A/B testing to refine your understanding into pinpoint accuracy. Then sit back and reap the results!

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  • Make Your Print Faster to ReadI

    Who has time to read marketing communications these days? Consumers love print, but they have less and less time to read. You have to hook them fast—and keep them engaged. The solution? Make your printed pieces faster and easier to read. Here are five ways to freshen things up and make your printed pieces “sticky."

    1. Make your pieces scannable.
    Most people scan their printed materials. They don’t read them. So make your projects scannable. If your messaging tends to be text heavy, try saying the same thing in fewer words. In fact, why not try cutting the number of words in half?

    2. Use more white space.
    Use more white space and give your design breathing room. Choose typography that is easy to read. Tight kerning and condensed fonts let you pack in more information, but they can also result in communications that feel cramped.

    3. Replace text with images and graphics.
    People absorb visual information more quickly than text, so ditch the text and tap into the power of graphics and icons, images, and data points.

    4. Go big!
    Have you noticed that most postcards these days are oversized? It’s not unusual to see letter-sized pieces printed on card stock that is 6” x 9” or 11.375” x 6”. While you can still be successful with traditional-sized mailers, over-sized projects stand out. They won’t disappear as easily between the utility bill and the catalogs. But oversized or not, the “less is more” rule still applies.

    5. Target your messaging.
    Segment your mailings by key demographics and customize the content to speak to the interests of the people receiving them. This means more than just swapping out demographically appropriate imagery. It includes changing up the tone and the messaging to reflect the unique “personality” of each target audience.

    Want to hook and engage today’s consumers? Get creative. Give them pieces they can read quickly and can’t resist.

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  • The Empowerment of Personalization

    Every now and then, data points jump out at you. Here are two data points about personalization that jumped out at us recently:

    • 35% of Amazon's revenue is generated by its recommendation engine.
    • 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. (Accenture)

    We live in a world in which we have access to more information than ever. This can be both empowering and paralyzing. When consumers have too many choices, they can get overwhelmed and end up not choosing anything at all.

    That’s why personalization is so important. Done right, it helps consumers navigate and simplify the maze of choices and take the stress out of making a decision. With personalization, brands are essentially saying, “We know you. We know what you like. Let’s make this easy.”
    Personalized recommendations are just one way data-driven communications can be highly effective, however. Other types of personalization, such as triggered direct mail, demographically targeted email, and personalized cross-sells and upsells are highly effective, as well.

    Are you tapping the power of personalization? Do you know what your customers like, when they buy, and what motivates them to buy? If not, you’re missing critical opportunities to connect with them and guide them into smart purchases—yours!
    Need help? Give us a call.

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