Magna IV Blog Archives

How to Market like Top; Fastest Growing Retailers

Three Marketing Lessons

A 2019 report examined the differences between top companies and the fastest growing companies. While the top companies efforts are geared towards reaching the largest audience possible, the fastest growing companies focus on a small demographic they can target intimately. Below are three lessons and ways for you to implement them in your own strategy.

Niche Campaigns vs. Casting a Wide Net

The top companies benefit from an Every Door Direct Mail Campaign (EDDM) where a direct mail piece is delivered to everyone in a given area or zip code. This limits the specificity but reaches those who may not be in a target demographic. The fastest growing companies benefit from direct mail campaign with a targeted list. Using a targeted list saves money from a smaller quantity of mail pieces but goes to people in the target demographic who are more likely to purchase your product.

Focusing on Loyalty vs. Acquiring New Customers

Top companies want to find new customers. Out-of-home advertising works well to capture new business. The fastest growing companies want to focus on existing customers on those who have visited their site before but may not be customers. Think abandoned carts. These retailers send text messages or emails to push shoppers to finish their purchases.

Less is More vs. More is More

52% of top companies take advantage of cross media campaigns, flooding the market with their branding and promotions. Cross media allows for the customer to find your product in the medium they prefer, whether that’s a mail piece, email or text message. The fastest growing companies prefer to use the promotional medium their target audience values most.

Final Thoughts

Both have their strengths and weaknesses and every company should decide which fits best into their business model. But who’s to say the model of the fastest growing companies couldn’t over take the top companies and put an up-and-comer in a top seat?

Give us a call or fill out the contact form below to find out how each business strategy could benefit your company today.

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    What is Neuromarketing and how to Incorporate in Print Products

    What is Neuromarketing

    Neuromarketing is using neurobiological research and tests to predict or even drive consumer behavior. This sounds a lot like regular old marketing but this is deeper. Neuromarketing does not rely on conscious answers but on brain activity caused by a particular stimulant. (i.e. your marketing materials). Much of the activity is actually unknown to subjects.

    So how can small business owners tap into neuromarketing without an MRI scanner? By analyzing previous research and tests, you can craft marketing materials that speak to consumers on a deeper, neurological level.

    Medium

    How do you want your message communicated? Really, how does your message want to be communicated? An intimate message requires an intimate medium, like direct mail or brochures. Loud messages are superior in larger formats including interior and exterior graphics. Choosing the appropriate medium for your message communicates to your customers before they’ve comprehended the advertisement.

    Color

    What does yellow mean? What about blue or green? These colors do not speak nor do they use written words but they hold meaning. Meaning deeply ingrained in our minds. We understand the symbolic meaning before articulating it. Take McDonald’s colors, red and yellow. Red signifies love, desire, and passion. Yellow can mean joy and happiness. All the feelings McDonald’s wants you to have before realizing you’re looking at the golden arches. Color can communicate your message without ever speaking a word. Read more about the power of color in marketing here.

    Messaging

    Can an idea be explained in one word or does it take a paragraph? Depends. Is the message more powerful when conveyed in one word? Nike seems to get away with three. Regardless of what it says, what does it make you do? We’ve all broken out into a melodic string of cat-like onomatopoeias once or twice. Meow-Mix’s famous jingle says nothing but is buried deep in our minds, turning us all into cat food sleeper agents. Font-choice, text color and word layout also affect how your message is received.

    Final Thoughts

    Make the decision to choose your product a simple one. People are hampered by too many options. People don’t like to lose. Framing the alternative to your company as a loss will greatly sway consumer’s decisions towards you. Above all else, be memorable. If you tailor language, visuals and medium to not only what customers like, but what their brain likes, they’ll never forget it.

    Give us a call or fill out the contact form below to get started on your brain-tantalizing marketing collateral today.

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      Are you marketing to the digitally unconnected?

      We often hear “Print is dead, digital is king.” But is that really true? According to a study by the National Telecommunications and Information Administration, 27 percent or approximately 33 million, of all U.S. households do not use the Internet. Is your message reaching the audience you want to target or are you missing the digitally unconnected?

      Digitally Unconnected

      Contrary to popular opinion, these households aren’t limited to rural areas. In fact, the majority of the digitally unconnected live in urban settings. As marketers this means we’re potentially missing a wide swath of consumers if we rely on digital alone. That’s where print comes in. Print marketing materials like direct mail or signage can put your messages in front of both digitally connected and unconnected consumers.

      Direct Mail

      With spending for SMS and email marketing rising, one would think these are the best ways to reach an audience. While this is seemingly true, both continue to miss a large portion of consumers. Direct mail, on the other hand, is able to reach your audience and from the moment they open their mailbox until they discard it an average 17 days later. That’s 17 days for your messaging to market to all members of a household in a format with an average 29% return on investment.

      Signage

      Signage is a big way for your messaging to have a big return. In rural areas, where interstate and highway billboard space can be had for cheap, local and out-of-state travelers are influenced by your product. In urban settings with heavy foot traffic, sidewalk signs or building murals are seen by thousands of pedestrians and drivers giving you more bang for your buck.

      The Road Ahead

      The Federal Communications Commission continues to expand broadband access in the U.S, but there’s still a long road ahead. Reach your target audience by incorporating print into your marketing campaigns.

      If you’re ready to reach the digitally unconnected through print marketing materials, call us or complete the contact form below. An Account Executive will reach out and help you plan a strategy for your next marketing campaign.

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        Turn heads with out-of-home (OOH) advertising

        Digital vs. Out-of-Home Advertising

        Has your marketing budget shifted towards digital? Are you relying on Facebook ads and retargeting campaigns to drive traffic to your website? If executed properly, these tactics can be effective outreach tools. But they can’t compare to the return on investment you get from of out-of-home (OOH) or outdoor print advertising.

        According to studies, OOH is responsible for 26 percent of Internet searches from traditional media. Nearly half of U.S. adults search online for products or services they’ve seen in OOH advertisements. In other words, digital media is not as dominant as many marketing gurus would have you believe.

        Unconventional Methods

        Today, OOH has expanded beyond conventional billboards and bus shelter ads because of exponentially increase avenues for marketing . In fact, many brands are now using innovative OOHs such as vehicle wraps and interactive signage to increase impressions. Some are even coupling these signs and wraps with geo-fencing or other digital technologies to create highly targeted campaigns. Because of augmented reality, OOH continues to encourage customers to interact with products, visit new digital platforms or share brands on social media.

        If you want to turn heads, and drive results, with your marketing campaign, then it’s time to reconsider the benefits of out-of-home advertising. Give us a call or fill out a contact form and our Account Executives will work with you to re-imagine your Out-of-Home advertising strategy.

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          STOP! 4 Ways to Improve COVID-19 Customer Signage

          Has your business experienced declining foot traffic since reopening? Are shoppers hesitant to enter or linger in your shop? You may be losing customer because of confusing health and safety signage. According to a recent study, consumers are 80% more likely to shop at locations with clear COVID-19-related signs. Companies without this type of collateral are seeing 40% drops in foot traffic. The good news? You can get those customers back in the door by with these four tips to improve COVID-19 customer signage:

          Set Expectations at the Entrance

          Put customers’ minds at ease by laying out your company’s strict health and safety guidelines before they enter the store. This may include stipulating mask use, symptom checks and social distancing measures. Most importantly, focus on reassuring consumers you are taking the virus—and their safety—seriously.

          Implement Clear Social Distancing

          Now that you have explained your social distancing strategy, it’s time to put it into action. Use floor decals, window graphics and ceiling hangers to make it as easy as possible for shoppers to maintain an adequate and safe distance from others.

          Install Directional Signage

          Follow the lead of Walmart and other international retailers by creating a clear path for customers with arrows, footprints, and safe standing areas. As a result, the stores have reduced overcrowding and are able to keep traffic flowing from entrance to exit.

          Create Contactless Processes

          Many customers now prefer contactless shopping. Whether it’s a QR code for in-app checkout or number for curbside pickup, post signage around and outside your business to give hesitant shoppers additional options to support your store.

          If you’re eager to get shoppers safely in the door, call us or fill out the contact form below today and we will work with you to improve COVID-19 customer signage.

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            Three Political Print Items to Help You Win Big at the Ballot Box

            The November 3rd elections are closing in quickly. Candidates and their campaign teams are looking to gain an edge on their opponents before voters head to the polls. Want to know how you can gain a lead and carry it into Election Day? Below are three political print items to help you and your campaign win big at the ballot box.

            Signage

            Signage like yard signs, banners and vehicle graphics can make the case for your campaign platform and generate name recognition and support amongst demographics who are typically not influence by other political messaging tactics. A 2016 study of the effectiveness of campaign signage found groups who were most likely to be influenced by campaign signage were young voters, men and southern voters. Yard signs are a campaign staple and help with your grassroots efforts. Banners and posters can turn a building or fence into a mouthpiece of your platform. Vehicle graphics create a moving promotion and have a reach 15 times greater than other advertising media.

            Branded Products

            Let your supporters make the case for you this November with branded products. Candidates can’t be everywhere at once especially during a pandemic. Spread your message to thousands with branded products like shirts, pens, buttons and bumper stickers. Branded products average 344 impressions per month. This leads to 80% of people who receive your branded products being able to recall your campaign platform. Let branded products do the talking for your campaign.

            Direct Mail

            Voters are bombarded with a sea of text messages, emails and phone calls from every candidate in every election from president to dog catcher. Breakthrough that noise with a direct mail postcard. Direct mail reaches your audience from the moment they open their mailbox until they discard it an average 17 days later. That’s 17 days for your candidate and platform to make a case for their campaign in a format proven to be 82% more trustworthy than digital advertising methods.

            If you’re ready to take your campaign to the next level with political print items such as signage, branded products, direct mail advertising and more, give us a call today, fill out the contact form below and check out our political solutions page.

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              2020 Back to School Essentials

              Getting ready for the new school year can be time consuming and, at times, chaotic. With the uncertainty and anxiety surrounding COVID-19, preparations can become even more challenging. Ease the back-to-school transition with these 2020 back to school essentials that will help keep your students, faculty and their families safe:

              Masks

              As the CDC has noted, cloth face coverings are essential to stopping the spread of COVID-19. But they can also help provide a much-needed morale boost for students and teachers when printed with your school’s logo and colors.

              Safety Signage

              School will look different this year. Help everyone follow the new health and safety guidelines by installing informational signage like banners and floor and window decals throughout your buildings.

              Desk Partitions

              Add an additional layer of protection against COVID-19 with desk partitions featuring polycarbonate windows that allow students to see their teachers and safely interact with classmates.

              Sanitization Supplies Kits

              It’s tough keeping your school clean. With the COVID-19 pandemic, the task can feel impossible. Provide your janitorial staff with the proper sanitization supplies to combat germs efficiently and effectively.

              Beginning a new school year is stressful—but even more so during times of crisis. Magna IV is here to help you reopen safely with our 2020 back to school essentials like masks, safety signage, desk partitions and sanitization supplies.

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                Marketing for the new normal

                The coronavirus has sent our nation into a financial tailspin. Mandatory closures have impacted every sector of the economy, but particularly the restaurant, fitness, nonprofit, event and public-facing industries. In order to stay afloat, many of these businesses have been forced to curtail their overhead costs. First up on the chopping block: marketing budgets.

                But is that really the right call? Or should companies maintain some semblance of consumer engagement, even if it’s significantly scaled back? Perhaps now more than ever, brands have the opportunity to have authentic conversations with captive audiences. But they must find the appropriate outreach tactics or risk losing their credibility — or customers — altogether.

                With Magna IV’s experience as a guide, here’s how companies can market for new normal:

                Don’t sell, share. 

                Recent reports showed consumer confidence remained steady in May after a steep decline in April. But that doesn’t mean Americans are in any rush to make non-essential purchases. Instead of the traditional hard sell, businesses should instead focus on building relationships with current and prospective clients. Companies should regularly share relevant and informational content — from live facility tours to virtual product demonstration — through traditional and digital channels.

                Embrace mail.

                With near-constant texts, emails and social media, it’s easy for customers to feel overwhelmed by digital marketing. To help prevent brand burnout, many entities are now considering a switch to direct mail, which offers a high return-on-investment and can be easily tailored for specific audiences with variable data. As a recent industry study showed, households on average keep advertising mail for 17 days and door drops for 38 days. That means companies have multiple opportunities for their marketing collateral to be seen.

                Create an experience. 

                Customers want, and need, a distraction from COVID-19. That’s why there’s no better time to use experiential marketing (i.e., engagement marketing) techniques. Brands can interact directly, but safely with customers by designing and installing unique building wraps, innovative point-of-purchase displays or even Instagram-worthy interior and exterior design graphics.

                Recognize the times. 

                Restrictions are loosening, but Americans are still understandably apprehensive about the spread of COVID-19. Businesses can help alleviate their unease with floor graphics, posters, sandwich boards, banners and other signage that reinforces CDC-recommended health and safety guidelines and hygiene practices. Depending on their budgets, they may also want to consider offering branded hand sanitizer or cloth face coverings to reinforce their commitment to keeping employees and customers safe.

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                  COVID Direct Mail

                  Mailed it! 3 Ways to Market Better During COVID-19

                  Direct Mail During COVID-19

                  As we all have learned, many of the strategies that worked before COVID-19 will no longer work now. Direct Mail marketing and Every Door Direct Mail, (EDDM), is proving its worth in the digitally-saturated COVID-19 era. Below are 3 ways to market better during COVID-19 with direct mail to get your brand in front of your customers.

                  Direct Mail vs. EDDM

                  A direct mail campaign is perfect for reaching existing customers and allows you to put your message in areas where it will be most effective. EDDM is generic which makes it the right fit to find new customers. Blast your message out to everyone in a specific location to find those who are new to your brand.

                  3 Ways to Market Better During COVID-19

                  Mail campaigns can be used to reach existing and new customers. But how are you going to win them over once you’ve reached them? We have a few direct mail best practices to keep your brand top of mind during COVID-19.

                  Deals

                  Right now, people are looking for deals. Consumers are still looking for products they need but they are trying to get the most bang for their buck. Highlight your discounts and promotions to help your customers get what they need.

                  Business Update

                  Inform customers of your updated business schedule. Generate excitement for your brands by bringing awareness to virtual events and sales. For a personal connection, include a QR code to videos of a representative giving updates on how your business is adapting

                  Community Outreach

                  Highlight the help your business is providing during the pandemic and how this benefits your mail recipients. Provide information on opportunities for your customers to partner with your business to expand that help deeper into the community. This is perfect for building goodwill with your customers and position your company as a community partner.

                  Magna IV has a wealth of experience executing direct mail campaigns. We are well-versed in best practices for direct mail and we can leverage our knowledge in USPS regulations to save you time and money on your campaigns.  Contact us today to get started on your mail campaign or click here to see our direct mail capabilities.

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                    Back in Session: 4 Ways to Ensure a Safe and Successful Return to School

                    Safe Return to School

                    Like all industries, schools universities and other higher-education institutions have been disrupted by the COVID-19 pandemic. Even as the country reopens, many Americans remain uncertain about stepping foot back on academic campuses, particularly in light of ever-evolving social distancing guidelines. Fortunately, you can help ensure a safe, smooth and successful return to school with these four marketing ideas:

                    Signage

                    Help alleviate families’ unease by creating and installing signage. From floor decals to vinyl posters, signage can outline your school or organization’s stringent health and safety standards.

                    Postcards

                    Send a direct mail postcard to current and prospective students with details about your campus’ safety measures, with website links and QR codes for increased digital traffic.

                    Admissions Gift Boxes

                    Campus tours may be on hold, but you can still engage with prospective students through branded gift boxes featuring apparel, personal protective equipment and other promotional items.

                    Magazines

                    Use a magazine to share how your campus’ culture has positively changed during COVID-19 so students and alumni alike can stay connected and continue to advocate for your school.

                    COVID-19 or not, Magna IV is here to help with your marketing needs to ensure a safe return to school. Contact us today to start your order.

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