If you are doing itright, there should only be one. You should have differentmessaging for different audiences and marketing goals, but youroverall brand message should be consistent.How do you do that? Whether your marketing is print or digital,here are four elements that, according to John Jantsch,marketing consultant and author of Duct Tape Marketing, DuctTape…
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If you run a local business or a larger regional or national organization that relies on sales and support from local neighborhoods, the United States Postal Service’s Every Door Direct Mail (EDDM) might be just what you need to take your marketing to the next level. If you haven’t tried EDDM, you could be missing…
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Proof That Personalized Content Marketing Works While push marketing remains an important component of any customer acquisition or retention program, pull marketing has become even more so. Often times, consumers have already done much, if not the majority, of their research before reaching out to a salesperson. This is why content marketing has become such…
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Gone are the days of debating the benefits of digital vs. offset printing. With the quality being nearly indistinguishable between the two, most marketers hardly think about it anymore. However, there are still production differences between digital and offset printing, and it’s always good to know what they are. Most digital presses use dry toner.…
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While print and social media may compete for your marketing dollars, they don’t have to compete for your customers. In fact, using them together can make your marketing more effective. Let’s look at five ways print and social media can work together. Print drives traffic to social media. How do you drive traffic to your…
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When asked about the details of the paper stock you are choosing for a print project, do your eyes glaze over? Do terms like basis weight, points, and color cast sound like Greek to you? If so, here is a quick list of basic terms to help you better understand the process. Basis weight is…
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When you are calculating the ROI of your print, email, or multichannel marketing campaign, how long a view do you take? Do you stop tracking revenue after a month? One year? What about the lifetime of the customer? Lifetime customer value (LCV) is an overlooked metric that should be part of how marketers measure success.…
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Studies consistently show that personalization works, but you have to get it right. Get it wrong, and customers will move on. This comes from Accenture’s “13th Annual Strategy Global Consumer Pulse Research,” which surveyed more than 25,000 consumers around the world. Accenture found that 41% of U.S. shoppers said they have disengaged with a company…
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No matter how frequently marketing gurus prophesy the demise of print, and no matter how loudly and publicly they do it, print marketing remains the bedrock of any successful multichannel marketing program. Let’s look at five reasons why print is here to stay. It’s just prettier. It doesn’t matter how gorgeous your JPGs are; a…
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When we think about adding color to marketing pieces, we often think about photos, charts, and graphs. But color can be added in many other ways, as well. These include highlight text, brightly colored banners, borders, and backgrounds, and symbols such as starbursts and arrows. Why think about more places to add color? According to…
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