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One key part of being a great marketer is understanding how people think and knowing why they act the way they do. 10 principals.
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Which Social Network Should You Advertise On? Social media advertising is a great tactic to use to supplement your print advertising.
Friday, 20 May 2022 12:48

Direct Mail Drives Action for Your Brand

Written by

Canada Post gives you a powerful and effective sales force at a bargain price. Using the postman as your salesman via direct mail advertising is a great bargain. And one of the most effective marketing strategies available to most businesses, direct mail gives the marketer tremendous control over the sales process...

Direct Mail Drives Acion

Properly used, direct mail and following direct mail principles can be one of the most effective and cost efficient marketing strategies you'll ever find for your business.

Here are the 3 basics of any direct mail marketing process you may choose to create:

  • Audiences to mail (beyond just demographics)
  • How to draft your offer
  • Designing for revenue

People should also compile their own mailing list beyond just demographical outreach.

For one thing, you should maintain an up to date mailing list of all your customers and clients. Direct mail can stimulate additional business, introduce new products and services or promote sales or special offers.

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For one thing, you should maintain an up to date mailing list of all your customers and clients. Direct mail can stimulate additional business, introduce new products and services or promote sales or special offers.

You can also build prospect lists of your own in many different ways. If people call your business for information, your staff should be trained to get the caller’s name, address, and email. If you exhibit at trade or consumer shows, you might use a free prize drawing or some similar method to obtain all the show attendees’ names and addresses.

You can also compile your own list from business directories, chamber of commerce directories, association directories, and other similar sources.

Success is found in repetition. You should think in terms of mailing offers and information to the same list 3-5 times during a 12 month period, not just once.

The list or list selection is the starting point of the direct mail marketing process. Then second comes the development of a matching offer.

The offer you make in a direct mail package needs to be carefully thought out and matched as closely as possible to the interests, needs and motivations of the list. And as a general rule of thumb, the more specifically matched the offer and list are the higher the response rate.

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I want you to understand that it is not necessary or even advisable for you to engage the expensive services of graphic designers or ad agencies to create your direct mail pieces.

If you will make the format decision yourself, write the copy yourself and provide some graphic components yourself, then you have your piece prepared by printer that provide direct mail handling services.

An ad agency or graphic designer may charge you several hundred to a thousand dollars just to design a simple direct mail piece. Most small and medium sized businesses do not need to incur such costs.

You then have to write the copy that will present your offer and tell your story.

I've written all of my own advertising copies since the 1970s and have never had any formal education in advertising. I'm self-taught through studying the many excellent how-to books readily available, and through practice.

This is a very valuable skill and I urge most business people and entrepreneurs to develop the ability to write good advertising copy. There are two main reasons for this first. It's very costly to have your advertising materials written by a good professional copywriter or consultant. I charge between $3000 and $5,000, and my fees are typically lower than most other well qualified consultants in this field. Second, no matter how much you pay to get the very best outside help, no one can ever have the same feel for your business and your clientele that you do.

P.S. Don’t forget, whoever can spend the most money to acquire a customer wins.

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Written By: Dan Kennedy / Souce: Magnetic Marketing

Print Marketing Materials

Marketing your business comes with a multitude of tools for your toolbelt. It’s critical to have digital elements, such as a website and social media accounts, but print collateral is equally important. In some cases, print marketing materials are considered more important than digital elements because some people don’t rely on the internet a lot for their everyday lives, which leaves print materials as their introduction to your business.

There’s something about putting your brand in people’s hands and giving them the chance to interact with it outside of your goods or services. You know you need to stand out but wonder if that’s even possible given that people have been using print marketing for hundreds of years.

The good news is that you don’t have to reinvent the print marketing wheel. Instead, you can put an original spin on what’s already been done. I know, because that’s what my team does. Here are a few things you can do to improve your print marketing collateral and better promote your business.

 

1. Take shape.

Many people almost always use standard shapes and sizes when it comes to print marketing materials. Instead, consider creating a piece in a unique shape or size to stand out. For example, a round business card will be easy to pick out among a stack of rectangle pieces. You could also use a shape that reminds recipients of your business, such as a camera-shaped business card for a photographer.

If you don’t want to change the entire shape of the product, you can use die-cuts to alter various elements. For example, these brochures for BMW have die-cuts on the covers to match the brand. The first is rounded to make the logo stand out, while the second is shaped like a car, which draws attention to them.

2. Use bold images.

A powerful image can make or break a design. Stock images are money-savers, but it’s important to choose images that make a statement. Select images to which people can relate, or show the benefits of your product or service. This will leave a larger impression on your audience instead of pictures of your product on a pretty landscape.

That’s what happened when we worked with a client to create a presentation folder with bold images. The images illustrate what customers can expect when they select this company to provide maintenance or janitorial services, whether it’s an impeccably kept, vibrant garden or floors so clean you can see your reflection in them. There was some information inside on the pocket of the folder, but overall, the company let the images tell the story.

3. Connect to digital.

Just because it’s print marketing material doesn’t mean you can’t add a digital element. In addition to your website URL, consider using a QR code that will send recipients directly to your website, provide them with a digital coupon or unlock some other special deal. The key is making sure your print design is compelling enough that customers want to see more.

Another option for combining print and digital is using a video folder. With a video folder, screens are placed on the cover or inside the folder. Not only does this merge both types of marketing, but it also allows customers to better interact with the brand. This is also great when you have a lot of information that might not fit in your folder. For example, a real estate agent could provide virtual tours of properties with the video and include other info inside the folder, such as tax information and blueprints.

4. Add texture.

There are two ways to add texture to your design — physically and visually. Embossing and debossing are great ways to do that. Embossing uses pressure to raise elements of the stock for a three-dimensional effect, while debossing is the opposite and uses pressure to depress elements of the stock. Both provide a textured element that recipients can see and feel.

A more cost-effective way to add texture is visually. You can use various colors or shades to make it look like your product has a wooden, leather or marble texture, for example, just as designer Candice Bondi did for Halo. The business cards and brochures look as if they were printed on various textures, such as marble, plastic or sand, making the recipient want to run their fingers over the surfaces.

5. Shine on.

Build on adding texture by using a coating. It will not only change how your piece feels but also give it some shine, depending on the coating you use. Gloss and semigloss coatings provide a luxurious luster, while a soft-touch coating feels like a smooth piece of velvet. You can cover the entire product or highlight specific elements, such as the company name or logo.

Coatings also can add protection to your product from water, fingerprints and tears. If you don’t think your piece needs to shine, you can use a matte coating and still get the same protection.

You don’t have to do all of these things to have great print marketing materials, but you can. Or, you can try one or two methods. At the end of the day, you know your audience the best and to what they will respond. The important thing is creating something you can be proud of and that will help grow your business.

Written By: Vladimir Gendelman / Source: Forbes

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Direct mail vs email is arguably one of the longest standing debates in marketing, this could be down to the constantly evolving industry and it’s audiences..

Deleted Email

Today 70% of consumers reportedly feel like they receive too many emails, something we can probably all empathise with. As our virtual inboxes reach the thousands we have less and less tolerance for email marketing.

As the digital industry grows the direct mail vs email debate takes a turn and the death of email marketing as we know becomes apparent. The average lifespan of an email is now just 2 seconds and brand recall directly after seeing a digital ad is just 44%, compared to direct mail which has a brand recall of 75%. Whilst digital media is still a crucial part of marketing we compare the statistics of direct mail vs email.

The evidence suggests we need to revaluate the way we use email, rather than thinking of it as a cheap form of marketing how we can utilise it’s strengths? If we continue to bombard customers we may risk alienating them. As the effectiveness of email marketing declines the response to direct mail is on the rise, and printed media becomes a more trusted form of consumer engagement. Looking at the strengths and weaknesses of each media it seems the rising popularity of direct mail could work to reinforce email, if used in the right combination, and may we suggest in moderation.

 

DirectMail vs Email Infographic

 Source: Proactive Marketing UK

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Spring Into Spring; With Print That Works... isn't just a concept; it's a reality that brings it all together both internally and with your customer. Talk to us about 'Concept to Solution' printing for a defined way to improve your business.

WestBank Oakridge

We recently received this feedback from Alexandra as we really appreciate their patronage and working together with them on their market communications and special projects printing.

"The Dominion Blue team goes above and beyond in an efficient manner to help us get our printing done. With countless last-minute adjustments, I can always rely on the sales and preflight team to get the job done. Fantastic customer service, great printing products, timely delivery and excellent communication"... Alexandra

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Print throughout your business... isn't just a concept; it's a reality that brings it all together both internally and with your customer. Talk to us about 'Concept to Solution' printing for a defined way to improve your business.

Saxx Tom Lee for BlogPost

“Dominion Blue recently helped us with a project that had a very short turnaround time and everything went seamlessly. They were the first printers to get back to me with a quote and were the only ones who could accommodate all of my requests in the timeline I needed.

When I saw the proofs, they looked even better than I had anticipated. I am really happy with the end result and the customer service was on point. Thank you!” ... Mikayla / SaxxUnderwear.com

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Tuesday, 01 February 2022 14:15

Where Does Architecture End & Marketing Begin

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Design decisions are increasingly directed not by architects but by marketing executives, writes Crystal Bennes...

Hollywood

IS DESIGN [ARCHITECTURE] OR MARKETING

We tend to think of marketing as something of the mind, the 21st-century equivalent of Satan’s whisperings to Eve in the Garden of Eden, rather than as something which has physical form. But of course marketing is often rooted in tangible objects, and nowhere is the relationship between product and advertisement more distempered than in the built environment. We must ask the question, where does architecture end and marketing begin?

Take the housing industry. While the familiar marketing apparatuses of print adverts and occasional video commercials still make an appearance, the primary tricks of the trade are construction hoardings and mocked-up sales showrooms. In most instances, both of these tools themselves require planning permission and effect visible change in the built environment. They are of course pop-ups - here today, gone tomorrow - but when read as a now-requisite extension of many major building projects, these forms take on new power.

For one thing, not all temporary marketing remains temporary. Despite a 1909 circular published by the American Institute of Architects stating that ‘advertising tends to lower the standard of the profession, and is therefore condemned’, Californian property developer Harry Chandler had no such qualms. In 1923, Chandler erected a giant billboard in the hills of LA to market his new housing development: Hollywood. Chandler’s sign has become so famous as a landmark in its own right that we’ve forgotten it was originally a pop-up advertisement. Indeed, in many respects it continues to function as shorthand for a glamorous lifestyle many associate with the Hollywood Hills.

What the example of the Hollywood sign illustrates is the extent to which the construction of new housing has historically gone hand in hand with marketing. In today’s car-centric western USA, large billboards are often found on the edges of motorways or other busy roads. Targeted at domestic buyers, these billboards don’t push an aspirational lifestyle to those sat in their cars, stuck in traffic. ‘If you lived here, you’d be home by now’ exemplifies the US approach. It’s not the aesthetics of luxury, but a shorter commute that seals the deal. Or think of the vogue for Hollywood-esque X-marks-the-spot signage on everything from FAT’s Villa in Hoogvliet to Will Alsop’s Peckham Library: Chandler’s legacy lives on, enfolded within contemporary building design.

"Increasingly, hoardings begin to function as a kind of architectural cross-section - where the Platonic ideal of the interior architecture, as an expression of lifestyle, is made publicly visible on the building’s exterior before it is built..."

Occasionally, entire cities, such as Milton Keynes, and more recently Gurgaon (India’s version of Silicon Valley) have been designed and built with marketing tactics almost as first principles. In Milton Keynes, an initiative to market the project as a ‘city in the trees’ resulted in planning guidelines which stated that no building was to be built taller than the tallest tree, leading to a low-rise mat plan. In Gurgaon, new homes for India’s emerging middle classes are sold on hoardings and billboards which explain why nearly all new housing in the vicinity takes the form of giant, gleaming towers: ‘Let the Skies Sense Your Arrival. Live. Every Moment’, reads a vast poster for the Upton-Hansen Architects-designed Michael Schumacher World Tower, depicting a hovering helicopter about to land. Another boasts ‘360 Degree Living, 100% Privacy’. In Gurgaon, towers have come implicitly to promise privacy and luxury - the lines between the built form of development and its simplistic marketing narratives are blurred.

Of course, such iconography is primarily aimed at the luxury housing market where often the only difference between what is being sold is the marketing itself. Like many goods in the luxury market, brand, perception and desirability are more important (and easier to manipulate) than intrinsic value, something the developers are well aware of. ‘Many residences can pamper you with luxury. Only the rarest few can refresh the soul,’ reads an advertisement for The Cascade, a tower built in Bangalore by Tata Housing, subsidiary of one of India’s largest multi-national conglomerates. What marketing enables there is to turn the architecture inside out, flipping traditional notions of public and private architecture as a sales tool. Increasingly, hoardings begin to function as a kind of architectural cross-section - where the Platonic ideal of the interior architecture, as an expression of lifestyle, is made publicly visible on the building’s exterior before it is built. Marketing showrooms, by contrast, take this inversion of public-private architecture to its logical conclusion by building the ‘lifestyle’ of construction hoardings in physical form. An apt example is the marketing suite of Neo Bankside, the £275m Rogers Stirk Harbour + Partners development for the Duke of Westminster’s property company, Grosvenor. A stand-alone two-storey mini tower-cum-marketing suite, it is built using the same cross-bracing and exterior cladding as the development itself. Elsewhere in London, marketing suites for the mid-market have seen the conflation of the showhome with longer-lasting amenities. At the construction site for Bellway Homes’ Pembury Circus development, large arrows on the hoardings lead the way to an oddly shaped, double-height marketing suite and sales showroom. While you might assume that these poorly constructed showrooms finish up on the slag heap of sales-suite history, at Pembury Circus, the marketing suite is billed to be ‘transformed’ into a long-term community centre. Its marketing becoming architecture in the most literal sense.

"While you might assume that these poorly constructed showrooms finish up on the slag heap of sales-suite history, at Pembury Circus, the marketing suite is billed to be ‘transformed’ into a long-term community centre. Its marketing becoming architecture in the most literal sense..."

If marketing suites and showhomes represent selling housing through the cracked lens of lifestyle, we can see the same thing happening elsewhere with the turn to statement architecture by luxury fashion brands and tech companies as a form of brand promotion. That Frank Gehry’s Guggenheim is now synonymous with the regeneration of Bilbao suggests that architecture and marketing were tethered long before the fashion pack caught on. Architecture has always been about creating narratives, which has perhaps made it all too easy to be co-opted by the narrative-weaving of marketing executives.

Consider luxury brand LVMH’s commissioning of a 54-metre-high UNStudio-designed flagship store in Japan, or the Fondation Louis Vuitton in Paris by Gehry (AR Nov 2014). The brand isn’t interested in a high-quality built environment: rather, LVMH understands how a futuristic architectural aesthetic can be used to peddle expensive perfumes and bags. Similarly, the Neo Bankside suite isn’t about selling the quality of design but a perceived lifestyle through carefully staged interiors perfectly pitched to appeal to the income, race, gender and tastes of the small group identified as target buyers.

Architecture and marketing have blurred into an unproductive muddle, detrimental to all but those who profit from uninformed consumer choices. But if marketing and its highly effective tactics could be harnessed for the good of the urban realm, they might become powerful allies for better cities. This would not be unprecedented: think of Bruno Taut’s utopian exhibition pavilions of the 1920s, which inspired a generation to build in glass - and which doubled as marketing suites for the German steel and glass industries. If we do not recalibrate the balance between commerce and public good, the future of design holds little more than lowest common denominator-driven showhome architecture for all.

Source: The Architectural Review  Written By: Crystal Bennes

Monday, 31 January 2022 13:52

4 Benefits of Point-of-Purchase Displays

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"POP displays, short for point-of-purchase displays, offer many advantages to retail stores and business owners."

Point Of Sale for Retail & Business

If your business is looking to invest in a highly-rewarding retail strategy, then POP displays are a great tool. It delivers a brief insight to your customers about the products of your business. 

Currently, many product-based companies are working to build a brand name by making a positive impact on the mind of customers. They are fighting to acquire stand spaces and central positions at retail stores, trade shows, and exhibitions to generate awareness about their businesses and stand out in the consumer markets.

POP displays are a cost-effective marketing tool and promise the following benefits:

 

Bring A Store Within A Store

Making use of POP Displays in your retail marketing is just like getting your own store inside a store.

If you’re looking for effective tactics in 2020 to grow your business and promote its products, then you should think about point-of-purchase displays.

In a highly competitive environment, it is not an easy thing for brick & mortar stores to stay on top due to an increased demand for e-commerce shopping. Therefore, POP displays are an excellent option to gather more money from shoppers in retail stores.

POP displays trigger impulse buying patterns, offer you a chance to showcase items and give tough competition to your competitors.

Store-within-a-store or shop-inside-shop is a great idea to build a brand name, enhance business reputation, and appropriately position your products in the mind of consumers.

Point Of Purchase Display

 

Draw Attention to Products

Have you always aimed to target a massive audience and promote your business products? If yes, then POP displays are a perfect solution to serve your needs.

It attempts to directly ramp up your sales volume. If you’re thinking “how?” Then, let me explain.

POP displays try to catch the customer’s eye when they are shopping for specific products in a retail store. With visually appealing POP displays, you can leave a significant impact on your shoppers with very little help.

Understandably, bigger mediums, such as suspension shelf signs and plastic modular displays are great to market your products, improve customer buying, and help notice your brand.

Banner Stands

 

Strategically Locate Products

Point-of-sale displays are the attachments and free-standings that can be suitably placed on the shelves. This provides great flexibility to your retailers when it comes to marketing your brand and positioning your products in their retail stores.

Your products will no longer be squeezed or placed in the corners. There will be no such thing as putting your products on the low shelf.

Instead, it can be placed right in the middle of stores to attract customers’ attention. This is again a great technique to market your brand next to any complementary products.

 

Cost-Effective Marketing Idea

Understandably, in current times, marketing is essential in business to help you sell your products and ramp up sales volume.

The core purpose of marketing is to increase revenue and make more money. But, it is entirely impossible to generate more cash when you’re already spending so much money on expensive marketing tools.

Therefore, when it comes to promoting your business, your marketing team must consider cost-effective marketing ideas that can promise quality results. POP displays are one of the budget-friendly marketing ideas to encourage the sales of your products.

This technique is less pricey than getting an ad for your brand. POP displays effectively communicate your brand, just like publishing in a magazine and placing on a billboard, but obviously at less cost.

POP displays deliver the same ad or message by perfectly fitting in a retail store.

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Source: Let's Reach Success  Written By: Lidiya Kesarovska

 

Monday, 17 January 2022 13:29

From Concept to Solution

Written by

"Printing for Exceptional Business Results"

Concept To Solutions

Getting ready in a way that gets you noticed? That’s great!

Through our Concept-to-Solution Program, you'll be turning heads your way in no time. Our account managers and team of experienced professionals will take the time to understand what you need to accomplish; they'll then work backwards through the process with you and your design team to make sure all the bases are covered and you’re on track for results. Our own creative team will make sure of it. We're here to help you get exceptional results.

Whether you’re a small business owner, a seasoned professional or the CEO of a large development company you'll find something helpful in our array of services and products.

 

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"Concord Pacific has been using Dominion Blue’s document management and fulfillment services since the days of hard copy vellum originals."

Concord Pacific

"As digital documentation has grown to be the norm, so have the tools provided by Dominion Blue. These tools have allowed us to keep up with the fast-paced digital world we now live in, while keeping accurate and up-to-date documentation.

Until recently, we have been relying on email for correspondence and document transfer but once again, Dominion has provided us with a tool to increase efficiency and effectiveness of our communications. Their online document portal has been instrumental in keeping all of our team members (internal and external) up to date and on track. Their system has saved us hours of document management time as its streamlined our document organization and ordering processes. There is 100% accuracy on all orders placed and the Dominion Blue Team has provided nothing but exceptional customer service with each transaction.

We always look forward to working with Dominion Blue on our projects." ... Jennifer

 

If you’re an architect, engineer or contractor then this might just be the most valuable
online tool you’ve ever come across... Find Out More

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"Dominion Blue has been instrumental in helping us..."

Body Fuels

Chef Colette's Body Fuels Inc

"Dominion Blue has been instrumental in helping us with the success of our start up company. They have worked quickly, skillfully, economically and offered us the patience and understanding that is an integral part of the process. We appreciate the friendly people at the front and the team in the back. Thank you Dominion Blue!"... Chef Colette

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