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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.

It’s an age-old debate: direct mail versus email marketing.

Supporters of digital media will say why drain your marketing budget on direct mail campaigns that nobody reads when you can contact your customers using the channels they prefer — television, social media, and mobile?

However, the latest data makes a strong case for printed direct mail. Sure, social media and mobile marketing are on the rise. But that doesn’t mean that customers aren’t responding to direct mail or that this channel is losing its effectiveness. That’s just plain false.

The reality is, direct mail remains a critical part of the mix. So the next time someone tries to tell you direct mail is dead, remember:

Direct Mail Marketing

1. Direct mail doesn’t require opt-in

Unlike email and text messaging, you don’t have to get a recipient’s permission to send them direct mail. This means, even if a customer doesn’t subscribe or unsubscribes from your email list, you can still get in touch with them. (Which is why it’s always a good idea to get physical addresses from those on your email lists!)

2. Direct mail never stays in a spam filter

"Yes, your message may be picked by someone else," notes Roger Buck, former director of marketing and product development at The Flesh Company. "But the chances are small - and direct mail never has a virus."

3. Direct mail stays effective longer than you think

Direct mail is a bit like a note on the refrigerator door. "We sometimes hear from customers that our mail stays on their desk for weeks," says Andre Palko, president of Technifold USA. "They may not immediately take action, but our brand lingers until they are ready to contact us. An e-mail does not last as well - and is far less striking. "

4. It’s still effective when the target recipient has moved on

“If you send an email to someone who’s no longer at a particular company, it bounces. If you send a postcard, the new person in that job sees it — and you’ve just introduced yourself as a vendor,” says Palko.

5. With direct mail you do not have to fight to get attention

E-mail is effective, but also overwhelming. In 2014, The Radicati Group concluded that the average business customer sends or receives 121 emails per day. In 2018 there are probably 141 in all likelihood.

Larry Bradley, owner of Proforma Sunbelt Graphics, writes: "The overwhelming deluge of e-mail in the office is a solid hurdle for e-mail marketers. It is difficult to distinguish the mess from the real mails, so that a large part of business e-mails is not read at all. By contrast, companies receive much less marketing by mail than ten years ago - a unique advantage for direct mail."

6. Certain offers just won’t get traction by email

There’s a reason businesses are more likely to get lending offers in the mail than they are by email. B2B decision-makers trust direct mail more than email, especially for high value products and services. Mailers can also include a wide variety of trust-building content not possible (or reasonable) to include in email. Yes, you can provide links. But with direct mail, you get that content in front of them in a tangible way right out of the gate.

7. Direct mail can reach high-level decision-makers

There are only so many things you can do to make email look more important. But beyond writing a compelling subject line, most of them look hokey. Direct mail offers options like kits, dimensional mail, and unique packaging options that, by their nature, get past the gatekeepers. (Palko has used everything from metallic envelopes, lunch bags, packing list pouches and prescription bottles to mail letters. “They are not only fun, but they get opened!” he says.) While these mailings may have higher price tags, they can also get near 100% open rates. When you’re trying to reach the C-Suite, that’s worth a lot..

8. Direct mail drives social media and online marketing

Many people believe you don’t need direct mail when you have social media and mobile marketing. What they’re overlooking is how social media and mobile marketing relationships get captured in the first place. Very often, it’s through print. Saying that you only need social and mobile is akin to saying that when you buy a house you only need the upper stories and not the foundation. Without print, getting social and mobile engagements is much more difficult.

Don’t let digital marketers get away with stealing your customers based on false contrasts. Open the discussion about the benefits of direct mail versus email—and when to use each. Be proactive and let direct mail showcase what you can do.

Source: Xerox / Written By: Heidi Tolliver-Walker

Interior Designer

1. Interior designers do the same thing as interior architects?

A lot of people are confused by the many different job titles there are in the design industry. However, a very common mistake is to think that interior designers and interior architects do the same job. The reality is that these professions can involve many different things which are more often than not, very far apart. Generally speaking, interior design has more to do with the art of the building, while interior architecture is more concerned with the science behind it.

2. Interior design is all about décor

Interior design involves much more than just a good knowledge of décor. As we’ve mentioned in our previous article on the topic, the practice of interior architecture requires designers to consider pretty much everything to do with the building of an interior space that will affect human habitation, including materials, finishes, electrical requirements, plumbing, lighting, ventilation, ergonomics, and intelligent use of space. Interior designers with training in interior architecture will usually be present at, and have an important say during all stages of the construction process, from the initial plans right through to the finishing touches.

3. Hiring an interior designer is very costly

Depending on the scale of the project, the budget and the time frame you have in mind for finishing it, the price of hiring a professional interior designer can vary dramatically. In most cases, interior designers charge very reasonable fees and the value you get for your money will be worth paying for. If you’re not sure how much your interior design project would cost, you can simply enquire and decide if you are ready to pay for it.

4. Interior designers only work with very expensive materials

As every other professional, interior designers can work with both expensive and cheap materials and products. More importantly, they will work within the limits of the budget and requirements you give them as their client. You have to remember that the price of materials is not always crucial to getting the end result you desire. If you’re working with an experienced interior designer, they should be able to recommend you the best quality products at the most reasonable price there is.

5. You don’t need to have AN education to become an interior designer

There are many people out there that claim that they are interior designers, without having any formal education. However, as explained in some of the other points above, interior design is a very challenging and exciting profession that includes a variety of tasks and requires a great deal of skills and knowledge. The only way you can ensure that you have all these on board when applying for a job, even at an intern level, will be to obtain a formal qualification from a recognised organisation. A career in interior architecture and design can be difficult to get started and an accredited course in the subject will give you a head start by providing you the knowledge, skills, and qualifications you need to succeed.

6. Interior designers make all the decisions for you

Don’t expect that all decisions on an interior design project would be made by the designer you have hired. He or she will have a lot of recommendations on the way ideas can be implemented, but the final decisions will lie with you.

7. Interior designers can’t work with existing structures, materials and objects – they always want to throw everything old away

The truth is that interior designers always work towards achieving the goals in an interior design plan. If this plan involves the stripping of a building to its bare bones they would definitely need to throw everything old away. This is not always necessary and you can keep as much of your old stuff in your new house or space as you want.

8. “I don’t need an interior designer – I can do it on my own”

As we outlined earlier in the article, interior design is a very complex job. You can try and do some of its components on your own, but unless you have the training and understanding of interior design concepts, we think you shouldn’t start any project, small or big without a professional eye. There are so many examples of terrible design decisions that show that it is not worth risking your dream project, if you can leave it to the professionals. At the end of the day, you wouldn’t operate on somebody if you’re weren’t a doctor, right?

9. Interior designers always want to be trendy

Interior designers always strive to be aware of the new trends in their profession. However, they wouldn’t force you to do something on your project if you don’t like it or you think it doesn’t suit your needs. Trends are interesting to follow, but they are not something every interior designer tries to implement in their work.

10. Interior designers don’t need a plan for their projects

Interior designers can’t work without a plan for their project. They need to think about every single detail and plan in appropriate time for it. A good plan means that as a customer you will get an idea on the cost involved as well as the deadline for completion of each stage. Planning is a crucial part of the job of the interior designer.

11. Interior design doesn’t require a lot of time

Interior design projects can take a lot of time and this usually happens because the whole process requires the attention, skills and knowledge of the many other specialists who work with the interior designer. The designer needs to be able to speak everyone else’s language – from the plumber to the conservation officer, to be able to make the project plan work. This doesn’t mean that all interior design projects take years to complete – a complex, but very well organised job on a residential property, for example, can take around five months from start to finish.

12. Interior designers don’t need to work towards a budget

A good plan always comes with a clear idea of the budget the client has for it. There’s no such thing as “open budget” – interior designers should know what is affordable and what is not, because this can help them make some very important decisions. Give your interior designer a budget to work with and leave the magic touch to them!

Source: Id! Blog  Written By: The IDI Team

So, what is interior architecture? There has been a debate raging for some time around the terms architecture, interior architecture, interior design, and interior decoration. The discussion centres on the blurring of the lines that define the role and responsibilities of each profession: where does the interior design of a space end and architecture begin, and vice versa?

Interior Architecture and Design

So, what is interior architecture?

There have been a number of factors over the last few decades that have increased the ambiguity of these titles, including the improvement of interior design education. This has in turn increased the scope of the profession and led many interior designers to becoming more involved with architectural and technical aspects of interior design, and less with the decorative, soft furnishings side.

As a result, many interior design degree courses have been renamed as interior architecture degrees to more accurately reflect what they cover. Courses like this have also shot up in popularity, producing a growing number of architecturally savvy designers, and in turn making it more difficult to differentiate between architecture and interior design.

So what is interior architecture, and perhaps just as importantly, how does it differ from architecture, interior design and interior decoration?

Click HERE to find our more about the differing roles and responsibilities of all of these professions.

Source: Id! Blog  Written By: The IDI Team

Monday, 29 January 2018 12:56

6 B2B Marketing Trends You Need to Be Aware Of

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Marketing is an ever evolving combination of art and science, and today marketing's role is growing in importance. The challenges of producing tangible growth and ROI are two trends that will continue to grow as the business climate becomes more competitive, and the opportunities more fragmented.

Market fragmentation is creating a new frontier in terms of techniques, strategies and reach. As niches become more focused, the concept of a “market-of-one” is becoming the new reality. We have to create a “unique” experience for each prospect to drive them to convert, build trust, and finally act.

B2B Marketing Trends

Focusing On Customer Experience

These trends deserve your attention as you address the complexities and challenges of marketing in the coming year.

1. The Growing Role of B2B Marketing

This year will see marketing expand beyond its traditional role. Businesses are facing new and unique challenges today, like the shortage of talent, commoditization and increasing competition to name just a few. These are enterprise-wide challenges that will require cross-departmental collaboration to solve, and marketing is in the perfect position to take the lead.

Watch for greater alignment between marketing and HR, sales, and operations. Everything from addressing employer branding strategies to recruit talent, to business development will be calling on marketing to increase value and visibility.

2. Balancing The “Customer Experience”

Probably the biggest trend to watch in the coming year will be the task of focusing on customer experience while still driving growth. Marketers have been focusing on “customer-centric” methods, basing their approach on the lifetime value of a prospect.

This year, the focus will be on adding “customer-focused” techniques of providing relevant experiences across all touch points, to deliver what customers most value. Balancing these two approaches can deliver a more personalized approach that will generate higher revenue, while building stronger brand loyalty.

3. Executive Branding: Thought Leadership

In the past few years the focus of branding (thanks to the Internet, mobile, and social media) has shifted to the individual – both in terms of the customer, as well as the “voice” of the business.

As a result traditional branding and marketing efforts aren't enough. Especially when it comes to B2B marketing. Today, executive branding, or developing thought leadership is growing. Buyers want to know the “why” behind the business and put a face to the operation to build trust. In order to really stand out, executive branding will be the fastest growing trend in B2B marketing in the coming years.

4. Formats, Channels and Mix

As marketing refocuses on thought leadership, the need will arise to refine content and marketing mix as well. As more channels and delivery platforms become available, marketing teams will need to better leverage a broader mix of marketing choices and formats.

For example, video both pre-recorded and live is becoming much more prominent as is live streaming of events. Diversification of content delivery formats includes podcasts, interactive assessments (as in the managed print field) and mobile friendly content. Marketing firms will also see a shift from Twitter and LinkedIn to more non-traditional B2B formats like Facebook and Instagram. Along with this shift will come the reliance on paid opportunities to boost distribution away from organic-only approaches.

5. Artificial Intelligence/ Machine Learning

DRIP Marketing has grown in the past few years, and the "automation" trend will continue as the integration of artificial and machine learning in B2B marketing grows in importance.

According to Forrester Research, “AI will provide business users with access to information and insights before they're available.” By using cognitive interfaces, complex systems and advanced analytics combined with machine learning technology, business decisions in e-commerce, marketing, product management and other areas will be able to happen almost in real time.

6. Experiential Marketing

Imagine being able to give your customers and prospects the opportunity to experience your brand in “real life” or the virtual world. This trend will grow in the coming years, especially in the B2B space. As virtual reality begins to take a greater hold, it will be possible to immerse prospects or customers from anywhere in the world.

A great example in the B2C space is the growing use of virtual reality in luxury home sales. Prospects are able to take an "immersive" tour of properties that have not yet been built. When it comes to B2B, educate yourself about the latest experiential strategies and techniques and how you can integrate them into your marketing strategy so users can “touch," “taste” or “feel” your brand. Internally, experiential marketing is a great opportunity to engage, educate and energize employees.

These are 6 trends to be aware of in the coming year. As marketing continues to become more personalized, the techniques, strategies and channels will continue to evolve. Staying ahead of the trends and technologies that are changing our business will be the key to success moving forward!

Source: Adobe Hubspot Blueleadz  Written By: Rob Steffen

Monday, 29 January 2018 12:36

Is Your [Audience] Responding

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Companies are spending thousands of dollars on marketing and advertising in an effort to bring more awareness to their brand or to their message. Many collect or buy data about their target audience which they should be able to turn into tactics to drive responses, but 80% still report that their traffic generation tactics are only slightly or somewhat effective. (brighttalk 2015)

Is Your Audience Responding

Targeting Your Customers Interests

Getting the audience to see their message is one challenge, but getting them to act on it is an even greater one.  Some companies are asking for feedback or promoting the sale of products but rarely do they speak directly of their clients specific wants and or needs.

We believe that you can use your audience data along with your marketing message to create a powerfully unique message for each recipient.  By specifically targeting your customers interests and by delivering it through a printed marketing piece, you can increase your response rate roughly 35% and increase brand retention by as much as 70%.

If more people paid attention to your marketing and remember your brand, how much more revenue could you generate?

If this is an interesting topic for you, lets talk.  We may be able to assist with your next marketing campaign.

Click HERE to Contact Us »

In a survey conducted by ResearchNow for Adobe, 76 percent of marketers believe marketing has changed more in the last two years than in the previous 50....

Convenient To Print

Convenience Is the New Currency

Time and money have always been directly correlated, and for the last several years, consumers have been short on both. Even though we’ve made quite a comeback from the dark days of the economic collapse in late 2008, the Great Recession is still fresh on everyone’s mind.

As a reaction to the substandard economy that wrapped up the first decade of the new millennium, buyers have become obsessed with finding unsurpassed value, with competitive sellers bending over backward to come up with new ways to draw in potential customers. Bottom-line pricing, impeccable service, and personalized experiences have all become crucial to staying competitive in the post-recession marketplace, but another customer demand has risen through the ranks, forcing companies to rethink the way they market their products and services.

That demand can be summed up in a single word: CONVENIENCE

Click HERE to Read the Full Article »

Source: Adobe Digital Marketing

Friday, 28 July 2017 11:52

101 Data Protection Tips: Categorized

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We've compiled 101 Data Protection Tips to help you protect your passwords, financial information, and identity online...

101 Data Protection Tips

Protecting Your Data in 2017

Keeping your passwords, financial, and other personal information safe and protected from outside intruders has long been a priority of businesses, but it's increasingly critical for consumers and individuals to heed data protection advice and use sound practices to keep your sensitive personal information safe and secure.

There's an abundance of information out there for consumers, families, and individuals on protecting passwords, adequately protecting desktop computers, laptops, and mobile devices from hackers, malware, and other threats, and best practices for using the Internet safely. But there's so much information that it's easy to get confused, particularly if you're not tech-savvy.

We've compiled a list of 101 simple, straightforward best practices and tips for keeping your family's personal information private and protecting your devices from threats.

Click HERE to View Dominion Blue's Document Management Services

Click HERE to View the entire list of 101 Data Protection Tips

Table of Contents
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Securing Your Devices and Networks
Data Protection Tips for Mobile Devices
Protecting Your Identity
Protecting Your Credit
Protecting Your Data on Social Networking
Protecting Your Data Online
Data Protection Following a Data Breach

Source: Digital Gardian | digitalgardian.com

Friday, 28 July 2017 11:07

Protecting Your Business Documents

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You're wasting money if you don't have a system in place for digitally storing the millions of pages of documents and files your business produces. Here's the lowdown on digital archiving...

Secure With MDisc

Discover M-Disc the 1000 Year Archive

Businesses in Canada and the United States make more than 1 billion photocopies every day and spend more than $25 billion a year to file, store and retrieve their paper documents. In many cases, records and information systems often represent as much as 50 percent of the total cost of doing business.

With the technologies that are available today, however, it doesn't make good business sense to spend large amounts of capital to store and maintain hard copy information. As with all aspects of a company's business, using technologies that will increase productivity and reduce costs is vital to your profitability and success.

Because of the cost-savings available, many companies are changing their attitudes toward data storage and are looking at innovative ways to handle the flow of data. Today, there are several inventive and cost-effective technologies available that can streamline the processing and storing of hard-copy data, which, in turn, will save you money--money that you can use to improve systems and invest in the future of your business. Let's take a look at one of these new systems.

Defining the Solution

Digital archiving, also known as scan-to-file, is one of the best methods around for processing and storing documents. Simply put, digital archiving is the process of converting paper information to a digital representation of the original document. These highly cost-effective conversions allow information to be stored and accessed easily, enabling companies to save time, storage space, money and resources, and increase their productivity and security.

Over time, digitally storing information will reduce the costs of document storage. It will reduce employee workload associated with filing, retrieving and re-filing paper documents. Additionally, it provides easy access to search, retrieve, read, print and e-mail imaged files.

Digital archiving also allows for expedient file transmission over the internet or an internal network. And it creates a flexible, electronic database of corporate documents, such as financial statements, required regulatory documentation, client and patient files, tax and legal documents--all of which can be password-protected to restrict printing and content extraction.

And there's more good news: The process is simple. Information is scanned and stored on one of a number of forms of media, most often on CD-ROMs (M-Disc is the most secure), but also on hard disks or other file formats. You then store the digital data in a secure location, either onsite or away from your business. The digitally stored information can easily be retrieved by simply loading a CD-ROM or disk onto any computer. The document appears just as it did in its original hard copy form and can be saved to the computer, e-mailed or printed.

Digital archiving enables companies to put unlimited amounts of information onto CDs. Imagine taking 35,000 pages of paper and converting it to three CDs.

If you think digital archiving may be right for your company, here are a few questions to ask your visual communications partner:

How is information scanned? Who does it and how long does it take?

Information can either be hand-scanned or fed into a scanner based on the type of data being scanned. Scanning should be done by a team of professionally trained and certified digital specialists, who know how to scan and archive your important documents. Scanning times will vary based on the amount of information being converted. For example, 1,200 pages can take up to four hours to complete.

Is the information secure while it's being scanned for digital archiving?

Most likely it is, but you need to ensure that the vendor has a dedicated and secure digital archiving imaging area designed with your sensitive documents in mind. Additionally, you need to verify that the information won't be shared with any outside source, and your vendor should return all documents upon completion. In some cases, you and the vendor may determine that the scanning should be done at your location.

Where is the information stored? Will the CDs be given to me to store or will I need to have the vendor to store them in a secure location?

Typically, your vendor should store the information on CDs that will be returned to you for storage.

What format will the digitized documents be in?

At a minimum, documents should be converted to PDF because that's the widely accepted format for digitized information. Additionally, PDF formatting is approved and in use by a host of local, state and federal agencies. However, based on your needs, files can also be created in Word and other industry-specific software.

Click HERE to Learn More About Small and Large Format Scanning

Source: Entrepreneur | entrepreneur.com

There are lots of reasons to use direct mail, and you may have heard many of them. So here are three statistics on the value of direct mail marketing that you may not have heard...

3 Reasons to Use Direct Mail

Go Direct for Best Results

1. Direct mail has higher value in persuasion.

According to a recent study by Canada Post and True Impact Marketing,[1] direct mail generates a motivation score that is 20% higher than digital media. The study found this score to be even higher when direct mail creative uses print enhancements (for example, special coatings, dimensionality, and print-to-mobile technologies).

2. Direct mail is easier to understand.

A wide variety of studies confirm that information provided in print is easier for people to understand and process than information provided in digital form. In the case of the True Impact study, direct mail was found to require 21% less cognitive effort. That means your message is absorbed more quickly and effectively.

3. Direct mail results in higher brand recall.

Not only is information in direct mail easier to process, but it is more likely to be retained. True Impact found that brand recall was 70% higher among participants who were exposed to direct mail ads rather than to digital ones.

Need more reasons to love direct mail? Just ask! Click Here » to learn more.

[1] “A Bias for Action” (Canada Post and True Impact Marketing, July 2015)

VICTORIA BC– The British Columbia Construction Association (BCCA) has published a follow-up to its Innovation Report (February 2016), which revealed BC’s construction sector lags behind other jurisdictions when it comes to innovation. The new report is called “Procuring Innovation” and lays out the case for the sector to recognize the procurement process as the key for driving innovative projects and sector development...

BC Construction Innovation

“The culture of lowest bid does not drive innovation in our industry”

“The culture of lowest bid does not drive innovation in our industry,” observes Chris Atchison, President of the BCCA. “Margins are tight and businesses have to operate profitably, yet if we don’t innovate we’re in danger of undermining our collective ability to compete. The sector has to introduce whole-life value to the process.”

The “Procuring Innovation” report acts as a comprehensive overview of the types and methods of procuring construction services, assesses emerging procurement practices being developed elsewhere, and offers recommendations for different approaches based on the unique circumstances of the project.

“We hope readers will gain a new sense of the key role that the approach to procurement plays in setting the foundation for a project,” says report author Helen Goodland of Brantwood Consulting. “There are tremendous benefits to incorporating new technologies, processes and solutions into construction projects, but innovation has to be championed by clients and owners who are committed to achieving the best value for their project.”

The report is intended to offer owners and clients best practice examples, and help architecture, engineering and construction firms set up their competitive response processes, so they can bring their best to projects that push technical and logistical boundaries.

Using mass timber as a case study, the authors demonstrate how the procurement process can be best deployed to accommodate project specific R&D, allow for new technologies and processes, and encourage project team creativity.

A full copy of the Construction Innovation Project Report can be downloaded Here »

Source: British Columbia Construction Association  Report Author: Helen Goodland

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