How to Grow When Sales are Slow

Nothing was going right at the plate for Dave Concepcion, the shortstop for the Cincinnati Reds.

About a month into the 1976 season, he was suffering a hitting slump, a plague of physical and mental anguish that had frittered away his batting average to around .150. The Reds were in Chicago, where the Cubs had a large industrial gas-operated clothes dryer in the stadium. Feeling goofy, Concepcion hopped in the dryer and called to his teammates. “Hey! Maybe this will help me get hot.”

Going along with the gag, Pat Zachry, the pitcher, hit the side of the switch, pretending to turn on the machine. With a puff of smoke, sparks flew, the machine whirred and began to rotate with Concepcion inside.

”I’ll never forget it,” said Zachry. ”Davey started spinning, and I froze with my eyes bugging out. Oh, it was terrible. Then I banged the side of the switch again. And the machine stopped.

”Davey went out that day and got four for five,” said Zachry. “And for weeks it was almost impossible to get him out. I tell him now that I made him the player he is today.”

Fast-Track Productivity in Unconventional Ways

No one in baseball or business is certain how slumps happen, but it’s helpful to know how to react when they do. Especially if you see trends that repeat each year.

Here are four creative options to fast track productivity if your momentum is slow this summer:

1. Engage in pro bono opportunities that enhance your products, services, and relationships.

In slowdown seasons, invest company time in something that will pay off.

Who are your target customers or VIP account holders? Approach these contributors and offer to host a free training event or professional engagement that will put your products and people in the limelight. Another alternative is to select core clients and offer to enhance your services for them for no cost.

2. Do non-profit work for your best customer’s charity of choice.

Slow periods are an ideal time to invest people equity in causes that matter.

During your down times, partner with agencies that your clients value and offer volunteer hours, free professional services, or mentoring that can make these organizations stronger.

3. Stretch your team’s skills.

When activity wanes, morale often follows.

Invigorate employees by offering on-going education opportunities, professional mentoring within your team, or innovation labs that mobilize groups to tackle some of your most ambitious goals.

Take time to refresh decor, business cards, or your website, and involve your team in designing these pieces. Here you’ll strengthen your products, catalyze creative thinking, or upgrade inefficient systems.

4. Network or collaborate with other professionals.

Finally, as your business weathers change, remember that other entrepreneurs may be in the same boat.

Find like-minded friends and cook up a multi-site promotion to bring people back. Network and learn from people in your community or industry while you have extra time. Or trade services and train one another in ways that are mutually beneficial.

Want to make the most of each day? By reaching out, stretching your team, or collaborating with others, you’ll sharpen your skills and fortify your very best relationships.

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Three Video Content Tips to Humanize Your Brand

Block that spam.

This describes the attitudes of today’s consumers. 80% of consumers say they mistrust half of all advertising, wearied by the half-truths and junk ads assaulting them daily.

Today’s marketing, sometimes called “The End of Control,” marks a revolt against technology-driven ads and marketing messages. People block them from inboxes, browsers, and social media feeds. They’ve disconnected landlines and screened robo-calls, rejecting nearly all that’s left.

The answer?

Humanized marketing that adds human-to-human (H2H) elements across all touch points a customer has with your business.

People crave inspiring experiences and authentic interactions with others.

You know that establishment in your neighborhood where people greet you by name, know your favorite special, ask about your hobbies, or offer amenities that make your day? That’s H2H at its best.

While you can’t touch everyone physically, video is one of your next best options. Globally, according to 2018 survey, 54% of consumers say they prefer to see video from a brand or business they support over other types of content. Through video, you can increase H2H contact and continually reimagine your business, demonstrating expertise, and sharing a vision in consistent, personable ways.

Intel harnessed this influence during a five-part “Meet the Makers” series, highlighting relatable stories of people around the world who used Intel products to create amazing experiences and new technology.

In one video, a 13-year-old named Shubham Banerjee shared how he used the technology to prototype and build an affordable braille printer to help blind people learn to read. By exposing viewers to inspirational technology stories, Intel sparked interest in a way product-centric advertising never could.

Want to grow your video presence and put humanized marketing in front of your viewers? YouTube strategist Trena Little has several content tips to help you grow your video niche:

Just Get Started.

Most people think they can’t do videos.

Perhaps they think they don’t have the right equipment, or don’t have a video strategy, “figured out.” Little says you don’t have to be an expert: “What people really connect with is when someone is just two or three steps ahead of them,” she said.

Remember, even when you know a little, it’s more than someone who knows next to nothing about a topic. Also, perfect backgrounds or cameras are non-essentials. “Just start posting videos!” Little says. After all, you have to start somewhere to get data to build on.

Mix it Up.

There are three main types of videos you can use: discoverable content (like tutorials and how-to videos), sales videos (featuring products, solutions, or directions to your landing page), and community videos (which connect with your audience even through things that don’t directly involve your business.

Remember, your goal isn’t primarily to sell products. Your “win” is establishing credibility and building relationships. Check out Android’s “Friends Furever” video for inspiration – this was the most shared video ad of 2015!

Hone Your Hook.

People don’t want to buy your product; they want to buy your solutions!

And they want to watch stories of people who understand their challenges. Little says it’s critically important to start videos strong. If you don’t address someone’s pain point or drive curiosity in the first 10 seconds, people will move on. Unpredictable story outcomes keep people engaged, as do value pitches and emotional words like “secrets” and “hacks.” Content that empowers the consumer is some of the most effective marketing you can generate.

Want to personalize your message and make your brand more human? You don’t have to be an expert in video to try combining it with your print marketing strategy. Stretch yourself today and give video content a try!

Inspire Consumers Through Action-Oriented Catalogs

In the late ’90s, Scott Kerslake was working at an infotech company in California, while passionately surfing and cycling on the side.

During long bike rides with friends, Kerslake noticed a trend: women complaining about a lack of fashionable female sportswear. Women wanted durable athletic wear that also looked cute on everyday outings.

Kerslake didn’t hesitate. He quit his job, raised $700,000 in capital, and started a women’s athletic clothing company called Athleta. By early 2018, Athleta had been purchased by Gap and its sales grew more than 25 percent every year since 2012.

Athleta attributes this success to a thriving online and catalog-based business model: as early as 2007, Athleta was shipping out 21 million catalogs with $37 million in sales.

Catalogs may seem like an outdated way to grab shoppers, but Athleta has maintained retail footing by using action-packed spreads (ladies trekking up mountains, paddle boarding across bays, and demonstrating impressive flexibility in yoga pants) and by focusing on racial and generational diversity to inspire a wide range of women:

“We’re not like, ‘Oh, it’s all about millennials.’ We aren’t chasing them,” says Nancy Green, Athleta’s CEO. “We inspire [women] to keep living this full, healthy, active, rich life, no matter what her body type is, no matter her age.”

In the catalogs, this looks like leggings, swimsuits, hoodies, and capri pants. In sales, it looks like $1 billion in annual sales in 2018.

Why Catalogs Still Work

Ready to give catalogs or booklets a second look for your marketing mix?

You should.

Studies from the Data & Marketing Association have shown that the response rate for catalogs has increased in recent years partially because millennials enjoy catalogs:

“Millennials stand out a bit higher than other generations in terms of engaging with mail,” said Neil O’Keefe, the association’s senior vice president of marketing and content. “It’s unique to the generation that hasn’t experienced the amount of mail of past generations.”

O’Keefe says this curiosity drives a higher level of curiosity and sales than digital marketing.

“Millennials are very engaged by imagery, and the catalog really allows that to stand out. So, the response rate there is very different than what you would experience with a display ad, even an email. The response rate for a printed piece has been on the rise.”

Millennials may be particularly interested in catalogs, but they’re not alone. Hamilton Davison, president of the American Catalog Mailers Association, said half of all Americans order from catalogs even if they don’t immediately flip through them. U.S. Postal Service studies found that, after periodicals and bills, catalogs attract the most eyeballs, getting as much attention as personal correspondence.

“Catalogs come uninvited in the home, and yet they’re welcome,” Davison said.

To maximize your catalog impact, here are a few tips to consider:

Go Visual

The best catalogs are highly visual.

Environmental photography, imagery of products in real-life settings, and photos of people using your products are the most effective.

Organize for Sales

Place top-selling products on the outside edges of the page as readers typically start at the top right corner and sweep back toward the left.

Cross-sell between products with callouts, copy, or by putting products together on a page with companion discounts.

Simplify Ordering

Catalogs should give several options for purchasing, including toll-free numbers, websites, and even mail-in order forms that make it easier for customers to track preferences as they shop.

Highlight ordering options on every spread and make it easy for your customers to buy.

Catalog shoppers are often more valuable because they become brand enthusiasts that tend to spend more overall. Want to talk options? Give us a call or visit our website to get started!

Small Business Twitter Tips for 2019

If you’re a small business owner, you know time is limited.

Usually, your task list far outweighs your capacity for meeting your goals. When identifying social media objectives, you have to be clear on the what, why, and where you will engage.

How Can Twitter be a Valuable Resource for You?

Stats show that Twitter is still an effective way to connect with a broad range of customers.

Forty-seven percent of people who follow a brand on Twitter are more likely to visit that company’s website, and 75% of companies with an online presence are now using Twitter for marketing. Twitter’s own study found that Twitter users, compared to the general online population, were more likely to discover or try new things and were more receptive of change. Twitter can help you reach broader audiences and engage with a generation that values interaction and experience.

As you evaluate your Twitter marketing in 2019, be clear about your goals. Do you want to increase brand awareness? Offer customer support or increase online sales? Also, evaluate what kind of Twitter voice you want to have. Some Twitter accounts exist to respond to customer complaints while others seek a playful or promotional tone. Find a persona and stick with it to build trust and continuity with readers.

Twitter Metrics That Matter

Next, take a peek at these performance metrics as you consider how to engage:

Post Native Media

Twitter favors posts that are uploaded to its own platform more than sharing from another platform, so it’s always better to upload something directly.

Uploaded photos and videos will receive a larger preview treatment than external links.

Use Video Frequently

Video Tweets are six times more likely to be Retweeted than photos and three times more likely to be Retweeted than GIFs.

Studies found that regardless of length, in-feed video ads were effective in introducing products, creating buzz, or communicating a brand message.

Get Eyes on You

Want people to Tweet more about your brand or product?

Add a branded generic business hashtag to your bio and share it in all your print and digital marketing. Pin upcoming events to the top of your page, tag other businesses or customers when you post, or consider giving people discounts when they make a reservation or win a special trivia challenge through your feed.

Play With Words

Part of Twitter’s appeal is that it’s short and sweet.

Marketing hashtags are a punchy way to launch a campaign or to connect all other Tweets about your company or product (classics include #TweetFromTheSeat by Charmin or the #WantAnR8” driving surprise days by Audi).

Hashtags give your Tweets context and give conversations longevity and momentum. Hashtags aren’t case sensitive, but adding capital letters can make them easier to read, like “GoForGold” versus “goforgold.” Short, distinct hashtags are more likely to get used. During recruitment season, colleges on Twitter may use the hashtag “#NSD2019” instead of this, “#NationalSigningDay2019.”

Refresh and Repeat

Many users are on Twitter for quick bursts of time so even daily posts can be missed.

Don’t be afraid to resource your material and Retweet the same material several times. You can change photos, captions, or the featured media but attach the same content several times over the course of your marketing schedule.

As you grow on Twitter, be sure to listen! Twitter offers a great platform to hear what customers are saying, to keep a pulse on industry opinion, or to network with other businesses. Some of these people may end up being your most valued customers or your next project partner!

How to Survive the Off-Season Sales Slow-Down

Vancouver’s Whistler resort, owned by Vail Resorts, is currently the most-visited ski venue in North America.

But as one of Vail’s 19 prestigious resorts, Whistler still deals with the reality of seasonal slumps. Part of Whistler’s off-season strategy includes summer activities like carnival games, ziplining, and bear-viewing.

Vail has recently taken a more aggressive ticketing strategy as CEO Rob Katz made the $899 “Epic Ski Pass” the centerpiece of its pricing structure. This upscale pass provides visitors unlimited skiing at Vail’s 19 resorts and partial access to dozens of resorts worldwide.

The effect has been substantial, with 2018 revenues rising 41.5% in just one quarter! With the Epic Ski Pass, Vail also removed discounts for skiers paying in advance on one- and three-day passes, instead limiting these discounts to early-season purchasing. While this has drawn criticism, county councilman Steve Anderson praised Katz’s bold move in incentivizing off-peak sales:

“For a company that runs a ski hill, that makes good sense because they get a lot of cash coming in when they are not in peak operating season, and as you get closer to the lifts opening, these bargains start to disappear,” Anderson told Business in Vancouver.

Strategic Sales Cycles

Every business has its slumps, and accounting for slow days is critical.

As you prepare your yearly budget, consider peaks and valleys in revenue and be creative in planning sales or service bundling options.

Resourceful entrepreneurs say it is helpful to break sales cycles into six seasons:

January-February

Post-holiday lulls may bring purchasing drop-offs, so smart businesses work to craft sales around health-related themes, branding or re-order opportunities, February holidays, bedding/linens/cozy comfort items, or electronic upgrades.

March-May

Spring is a time for renewing, cleaning out, or vacation planning.

Incorporate “think spring” themes like outdoor activities, Easter or gardening, trimming or tidying, tax-time incentives, or “going green” options. By April, finalize your summer sales campaigns and prepare to roll out hot new products or services.

Early June to July

Enjoy that summer freedom with longer days and lazy schedules.

People are spending plenty of time outside, so build your messages around recreation, refreshment, family, and everything that’s free and easy. Think weddings, outdoor gatherings, or strategic fall planning as you connect with your clients and plan your next move.

Mid-July to Early September

As vacations become memories, think ahead on school prep, fashion, fall landscaping, and new routines.

At this time, people are ready to stock up, plan ahead, or solidify year-end business goals. Also, a relatively new phenomenon is changing the second half of summer: Amazon Prime Day (mid-July).

As people take advantage of Amazon’s sales and free shipping that day, many online and e-commerce retailers also offer Back to School specials on this day. Even merchants who aren’t on Amazon tend to see a bump on Amazon Prime Day, so consider how you can grab this momentum and turn it your way!

Late September-October

Now those new rhythms are established, and the holidays are just ahead.

This season sees people finalizing home repairs or DIY projects, locking down system upgrades at work, and making major contacts before the holidays arrive. Find your client’s problems and find creative ways to help, because everyone likes a strong start to the fall season!

November-December

In this season retail sales explode and businesses plan for changes in the new year.

Whether this is your slow season or total survival mode, these months can make or break a business. Review data from previous years, tighten up shipping, or set aggressive agendas for the new year. Woo customers through holiday sales, Christmas greetings, or other incentives.

No matter when your slump hits, remember to push hard during the busy months and be strategic in the off-season. Set aside cash for slow months, plan for busy seasons in advance, and keep evolving in your skills. Your best years are still ahead!  

Use Powerful Visualizations to Make Your Message Clear

Communication is the key to human connection.

But adequately sharing information can be more difficult than you may think. George Bernard Shaw said the single biggest challenge in communication is the illusion that it has taken place!

Experts estimate that 65 percent of people are visual learners, so one of the easiest ways to communicate with people is with pictures. A well-structured chart, graph, or data visualization can do wonders for sharing your insights with customers, team members, or your superiors. And with easily accessible tools you can use illustrations to:

  • Get your message across quickly
  • Make complex data accessible to many
  • Make your report or presentation more visually appealing
  • Create a more memorable, lasting impression

Whether you’re reporting the household budget or spicing up slides for a presentation, stretch yourself to try one of these options this month.

Vertical Bar Charts

This is a simple option for comparing data grouped by distinct categories. Vertical bar charts are better when sharing 10 groups of data or less.

Horizontal Bar Charts

Typically, horizontal bar charts are effective when you have more than 10 groups of data or if you have long category labels to share.

This format makes labels easier to read because they are displayed in the proper orientation. Vertical and bar charts are excellent for comparing any sort of numeric value, including group sizes, inventories, ratings, and survey responses.

Pie Charts

Pie charts are fun to look at and helpful for understanding parts of a whole.

Remember to order the pieces of your pie according to size and to ensure the total of your pieces adds up to 100%.

Line Chart

Line charts are used to show data relative to a continuous variable: calendar months, years, budget allocations, etc.

Plotting data variables on line graphs makes it easier for readers to identify useful trends or to evaluate comparable products or challenges. 

Bullet Chart

Bullet charts are typically used to display performance data relative to a goal.

A bullet graph reveals progress toward a goal, compares this to another measure, and provides context in the form of a rating or performance.

Flow Charts

Following the proper process is something that can make or break an organization or its employees.

Flow charts are used typically in medical, educational, or manufacturing fields to bring quality control and to ensure procedures are uniformly followed.

Pictographs

Here images and symbols are used to illustrate data.

For example, a basic pictograph might use a frowny face to signify sick days and a happy face to symbolize healthy days. Because images hold more emotional power than raw data, pictograms are often used to present medical data. An illustration that shades five out of 20 people has a much more significant impact in sharing a 20-percent death rate.

Sharpen Your Image

When finalizing your data visualization, here are ways to bring your best to the table:

Less is More.

When creating illustrations, consider which gridlines, borders, or numbers can be removed to make the essential parts speak for themselves.  

Let White Space Shout.

Minimalist designs like this Congressional gender chart can highlight areas where a gross imbalance exists.  

Interpret Data for Readers.

Viewers can understand data more easily when you offer compelling titles and well-placed labels.

Use a Call to Action. 

To move your readers, encourage them to take action and make changes.

A great example of this comes from Sebastian Soto, who built a single-color pictograph about the decline of Zambian malaria. Using quotes from key research and health ministry directors on the poster, he closed the graphic with this phrase: “Let’s Collaborate. againstmalaria.com.”

If you need help creating visualizations for your next print project, give us a call today!

Use Game-Based Learning to Train Your Employees

Ethel Merman thought people should lighten up to really live, crooning these lyrics in 1931:

“Life is just a bowl of cherries: don’t take it serious, it’s too mysterious . . .

Life is just a bowl of cherries, so live and laugh at it all!”

Is life all fun and games? Definitely not.

But leadership experts are finding that one of the best ways to train people is by helping them laugh and compete as they learn through play.

United States… Gaming?

Recently, the US Army employed “serious gaming” to address challenges in their leadership training.

While soldiers were very capable in weapons and war strategies, the Army found its forces need to grow in their soft skills by increasing familiarity with the values, norms, and cultures where they were deployed.

First Person Cultural Trainer, a gaming simulation, was developed specifically to help junior leaders understand the consequences of their speech, body language, temperaments, and choices. Trainees used a 3D avatar to interact and work with individuals in a foreign community and to gain feedback on how their choices affected their ability to build rapport. Students progressed through four levels of gaming to build communication, interpersonal, and intelligence gathering skills.

Games for the Win

Advances in game-training strategies have steered many organizations toward a more recreational focus in their corporate cultures.

Games and stories are a fundamental part of human life: according to one study done by Essential Facts, in 2016 more than 60% of households in America had someone playing video games regularly. Humans excel in games because we love reward-based challenges, especially when objectives become progressively harder or more addictive!

To embed gaming in their corporate training culture Cisco used a “LiveOps” call center to challenge competing agents, ultimately reducing call time by 15% and improving sales by an average of 10%.

A Colorado restaurant gamified its objective to increase sales of specific menu items. When they sold a 4-pack of cinnamon rolls, staff could play online “point-yielding games,” and reward points were redeemable for a branded debit card. One study estimated this restaurant realized a 66.2% ROI due to the increase in sales productivity.

Why do games work? Game training is effective because it:

  • Motivates employees to surpass expectations or to complete training exercises
  • Allows people to fail and try again without negative repercussions
  • Makes time for real-time reflection and feedback sessions
  • Grows individual confidence in carrying out tasks (as people practice, break challenges into micro-learning segments, and accurately perceive their ability to succeed)

Game Options of Your Own

Want to improve productivity or increase the cost-effectiveness of your team training?

Games offer hands-on, motivating opportunities that can be used over and over. Purchase simulations like GameLearn training platforms, or consider three hands-on options of your own:

1. New Hire Scavenger Hunt.

Whether it’s a physical or online hunt for facts, facilities, or people, get people competing and moving and calm their nerves in the process.

2. Product Knowledge Mix and Match.

Employees take turns being introduced to a variety of customers (including purchasing needs, budget, or personal background).

Players then compete to match the best product to each customer while negotiating a deal or completing the sale.

3. “What If” Training Simulations.

These games give teams the opportunity to explore hypothetical situations.

If they made XX decision, what would happen? Assign real-life tasks and challenges, allow teams to collaborate and present options, and process together about the benefits or consequences of the strategies they chose. Added bonus: supervisors learn alongside employees and gain hands-on experience in leading their teams!

How Emotions Win Customers

Cassell’s Hamburgers is something of a Cinderella story.

Founder Al Cassell launched the iconic lunch counter in Los Angeles in 1948. Famous for grinding beef daily, Al’s passion for great burgers and homemade mayonnaise lived for years. But by 2012, struggling owners decided to sell off Cassell’s rights, recipes, and equipment. It seems there was no magic touch that could save this beauty.

Jingbo Lou had other ideas.

As a Chinese exchange student, Lou came to the U.S. to study at the University of Southern California and developed a passion for architectural restoration that grew out curiosity for American culture:

“As an immigrant to this country, my very big task is to learn the culture,” Lou says. “I really fell in love with the history.”

J Lou put this love to work bringing Cassell’s back to life in a salvaged, crumbling 1920s inn called the Hotel Normandie. J Lou recognized a hotel/restaurant combo was a chance to cater to the nostalgia of many Californians.

And he was spot on.

Since Cassell’s reopening in 2014, the business has topped many “best of” lists and expanded into Downtown LA and a LAX location in Terminal 1.

Why such phenomenal success? Because emotions sell.

Emotions Win Customers

Brands build loyalty because emotions win customers!

While you may believe your decisions are rational, most choices are actually controlled by your intuitive (emotional) mind. Studies show that people rely on the heart, rather than on logic, to make decisions. Douglass Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, says this:

“The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”

Brands put emotional marketing in play by focusing more on the needs and passions of customers instead of on the unique product benefits their products bring.

For example, Pampers exalts healthy, well-rested infants instead of dry baby bottoms. Nike inspires people to overcome limitations instead of highlighting superior shoe quality. Harley sells people freedom without limits rather than offering a mode of transportation. And Cassell’s Hamburgers offers people a return to simpler days, including original chairs, tables, signage, and original menus hanging on the wall.

Want to enhance the emotional message your brand brings? Brand marketers suggest starting with steps like these:

  • Treat prospects as people rather than buyers
  • Give people multiple chances or channels to try or become familiar with your products
  • Use ads with identity messages that motivate or move people
  • Create a shared community among purchasers
  • Inspire users to have dreams
  • Offer messages that give people an experience, not just information

Create stories that allow your company to be part of people’s lives and appeal to every aspect of your customers’ personalities: their ego, needs, dreams, or general emotional state.

These connections can happen through music, artworks, logos, signage, slogans, sport, or anything that really ‘speaks to your customers.

Above all, emotional branding seeks to build lifelong partnerships between a business and its customers. Once someone is emotionally captured by a brand, they are more likely to stay loyal for decades.

Expert Advice for Classy Custom Labels

In today’s visually-oriented market, brand persona is everything.

Strong, simple visuals go a long way toward giving you a rock-solid image to stand tall above competitors and to capture customer attention.

While companies work hard to shape outbound marketing, they can easily overlook options for the packaging and presentation of their products. Even simple tweaks can go a long way in making your brand shine!

Custom printed labels can offer a durable, stunning accent to your product or printing. But there are many variables when it comes to printing labels. From the right materials to laminate finishing, it’s hard to know where to begin.

Here are a few tricks we’ve learned over the years to help you craft labels to heighten brand appeal.

Less is More.

When it comes to labels, it’s important for your message to connect immediately.

When a label has complex fonts or busy designs, it can be difficult for readers to engage with your product. Keep your designs, images, and borders clean and simple for maximum user experience. If you post nutrition facts, make them as concise and reader-friendly as possible. Non-standard shapes or labels that match your package size are a great way to bring precision and flair.

Color is King.

Want to stop them in their tracks?

Colors command attention and make your message sing.

Try splashes of color against neutral backgrounds, or complementary colors that bring depth and warmth. If your label intends to communicate flavors, seek to pair colors that carry these natural associates (like greens for lime or orange for citrus).

As you design label colors, your goal is to help users find or associate with your product more easily. If you already have a branded color scheme, use this as your prominent theme. Colors help customers recognize your product and feel secure when they purchase in the future.

Fonts Rule.

Nothing says sleek like a perfectly sketched font.

Work to find the right balance of clean and clever. If a font is too generic, it will be easily missed. If it’s too wild, it may be hard to read or seem silly. Stick to a font you’ve branded your company with, or use two fonts (max) to keep your label coherent and easy to read.

Experiment with font pairings: consider a headline that’s bold and condensed with a copy that’s light or vertically stretched. Or try an all-caps serif with an italicized sans serif to compliment. Test your font pairings on volunteers or gather feedback from artistic friends before finalizing a design.

Consistency Counts.

Labels help you build a personality.

What message will you send? What ideas do you hope to convey?

Keep your labels consistent with your brand identity, looking for distinct features you can highlight or graphics that illustrate your story. 19 Crimes Wines uses an interactive “Living Labels” app to allow each wine to unveil a mystery. Fieldwork Brewing uses blown up oceanside photos for its Island Time Sour Ales. Fit Buns High Protein Bread comes in a box that makes the pastries look like a ripped dude’s abdominal “6-pack.” The label also conveniently features a free fitness center coupon inside. Also, remember to keep your contact information accessible so customers can visit your website or contact you with feedback.

Let’s face it: in the marketplace, beauty is often skin deep.

Your label is a representation of the things you’ve worked hard to build, so go the distance to make your brand stick. Need ideas to get you started? From hangtags to custom adhesives, we’re your one-stop shop for creative label options!

Four Ways to Market Smarter in 2019

Looking to energize your base or drum up new leads?

A new year is a great time to refresh your marketing matrix. Whether you’ve been in business for two months or for 20 years, creating awareness and interest is always a current challenge. Here are four areas to tweak as you build a competitive edge this year.

1. Know Your Audience.

Who are your ideal customers? What are their challenges or the goals you can help them achieve?

Revisit your buyer persona regularly and make sure you’re still clear on who you want to reach. These profiles can be used to segment your list and to personalize your latest pitch.

Knowing your audience also means examining whether you’re hitting your target. Are you sharing information that your prospects are actually hearing? Re-examine your media strategy and conduct regular database purging.

If you’ve been neglecting your database, your communication will be skewed as well. Successful marketing relies on data-driven decisions, so ensure your contacts are current.

2. Employ User-Centric Content.

In an increasingly individualized market, blanket sales pitches have lost momentum.

If you want to gain trust from your network, make it your goal to reach people in a more personal way.

How?

Position yourself as a giver, a helper, or an equipper in your print marketing. Use content that is insightful, entertaining, and easy for your prospects to apply.

3. Move From Keyboard to Camera.

Hubspot recently found 72% of people prefer video when they want to learn about a product or service.

With the dominance of YouTube and social media, the explosion of visual content is bound to continue. Our brain processes images 60 times faster than words, and humans are naturally drawn to narratives and stories.

Why not share more of your story through video?

Whether it’s quick bursts (think Snapchat, Instagram Stories, or Facebook Live) or a professionally edited piece for your website, video content will keep you connecting in ways that are real and relevant to this generation.

As you grow, look to connect your online and offline presence. One example: ask a leading question on your direct mailer and have them scan a QR code or use a personalized landing page (PURL). 

4. Lighten Your Load Through Marketing Automation.

No matter how hard you try, you can’t do it all.

A great deal of effort can be saved through automation software, which expands your reach and boosts your efficiency.

Marketing automation allows you to identify warm leads and nurture prospects with highly personalized content that meets users at every stage of their customer journey. This can lighten your administrative load, provide an excellent return on your investment, and generate significant new revenue.

Automation software is especially effective in transforming traffic to leads and prospects to customers. Automated content is tailored to consumers based on how they interact with your company, growing their trust in you and making them much more likely to buy.

A recent Salesforce study found that 67% of marketing leaders use marketing automation of some kind, and this number is expected to grow significantly in years to come.

Keep in Shape

Your customers will change and evolve, and so will your business.

As people change, your job is to understand how your customers want to buy and to make it easy for them to do it!

Keep your marketing in high gear as you find new ways to streamline data, boost engagement, and improve the customer experience of each person you serve.