December 3, 2018

Top 5 best Christmas print campaigns

With its power to grab attention and communicate brand messages in a single glance, print advertising is still a marketing force to be reckoned with. And it’s during the festive season that it really shines. While we’re rushing around doing all kinds of Christmassy stuff, a well-crafted print advert can cut through the noise and put a smile on our faces while at the same time communicating some key messages. So from Heineken Santa to Ho Ho Hovis lets take a look at five of the best Christmas print campaigns from around the world.

 

ONE: The Heineken Santa

The festive season comes with great responsibility, even for Santa. This classic print ad from Heineken managed to communicate a very important public safety message in a very discreet and creative way. It was a great example of showing over telling. We imagined a drunken Santa crashing his sleigh, a thought-provoking image that reminded us of our own responsibilities.

 

TWO: We Three Benz

Picture the Three Kings turning up before everyone else because they followed the star of Bethlehem in a Mercedes.  This humorous advert from Mercedes-Benz exploited an ancient Christmas trope wonderfully. It had a great aesthetic too, making use of traditional styles to give the finished piece an authentic Christmassy texture. Not only did it put a smile on our faces, but it also communicated some key brand messages: Mercedes-Benz produces authentic, stylish and reliable cars.

 

THREE: Publicis Christmas Tree

The Singapore branch of Publicis (a global marketing agency) came up with this classic ad to promote their own creative attributes. Using red and green (the traditional colours of Christmas) they crafted a powerful festive image that showed the audience what you can achieve with a pencil and an imaginative idea.

 

FOUR: Ho Ho Hovis

Unless it’s got the word Stollen before it, we don’t normally associate Christmas with bread. So the creators of this ad deserve a round of applause for finding a way to make Hovis relevant over the festive period. After all, Christmas wouldn’t be Christmas without turkey sandwiches on Boxing Day.

 

FIVE: Have yourself a beery little Christmas!

Let’s finish with a nightcap. A Christmas nightcap to be more precise. Anheuser-Busch InBev, a global drinks company based in Belgium, came up with this genius advert to promote their products over the festive period.  The clever concept, the sharp graphics and the overall simplicity of composition are what make this advert a yuletide classic.

 

Having a few drinks over the festive season is the very meaning of Merry Christmas!

November 27, 2018

9 Tips for Re-energising Your Print Marketing Collateral

Is your print marketing collateral stale and ineffective? We have put together nine tips to help you freshen up your print.

 

Tip One: Use speciality card and paper in different shapes and sizes

One way to breathe life into your print collateral is to use speciality paper. It can help you stand out and be remembered by your target audience. For example, textured paper can really enhance the tactile nature of your print collateral, and this, in turn, helps to make your brand more memorable. But don’t stop there. Instead of sticking to the standard shapes and sizes, mix it up a bit and use eye-catching cut-outs in sizes that surprise and delight the audience. Though be sure your choices accurately reflect your brand identity and are suitable for the target audience.

Tip Two: Use foil stamping to grab attention

Foil stamping is a printing process that uses foil in combination with dye to create luxury metallic effects on all kinds of print collateral from business cards to brochures. It can enhance print in several ways:

  • adds a strong sense of quality;
  • the shiny metallic effect serves as an excellent attention grabber;
  • it provides some additional

Tip Three: Better graphic design

As business owners, sometimes we settle for whatever our graphic designers come up with.

However, this can lead to mediocre results that don’t help us achieve our business goals.

So, take a look at your current print collateral and ask yourself: Is this really the best design for the job? If the answer is no, then consider hiring a graphic designer that has a proven track record of working in your industry and producing high-quality designs. But don’t stop there. Be sure to push them i.e. get them to dig deeper. Don’t settle for the first idea they pitch you. Be armed with a clear vision of what you want to achieve and make sure you get it.

Tip Four: Use authentic imagery

A major marketing trend now is authenticity. People are tired of cheesy, cliched stock photos that don’t reflect their own lives or reality in general. At worse, it puts people off. At best it just fails to appeal to them. This is why more and more marketers are turning to authentic lifestyle imagery as it helps brands connect with people on a more sincere level.

Tip Five: Tailor communications to different events

If you have a regular calendar of events that your business attends every year, chances are you use generic print collateral for each one. On the surface, this appears more efficient in terms of cost. However, you could be missing out on making a good impact. Different events (such as conferences and tradeshows) have their own energies, which is to say they have their own buzz and excitement. So, a good way to harness that energy is to tailor your communications for each individual event.

Tip Six: Plan ahead for events

If you know that you’ll be attending an event that requires specific communication, then it’s a good idea to plan your print collateral in advance. There’s nothing more stressful than leaving it to the last minute and rushing something through that ends up shoddy and ineffective. Advanced planning gives you enough time to develop creative ideas and allows your designers and copywriters to come up with something that really works.

Tip Seven: Go multisensory!

Scientific studies have shown that people are more likely to make a meaningful connection with your brand if their senses have been stimulated in some way. This is why print marketing is so much more powerful than digital marketing. One tactic that creative marketers are turning to is the multisensory mailshot. The idea is to stimulate as many senses as possible so as to forge a positive connection with the recipient. So, think about combining your print marketing collateral with aromas, sounds and interesting textures.

Tip Eight: Print-based content marketing

A lot of marketer’s associate ‘content marketing’ with digital marketing. But this is a very narrow view. Traditionally, content marketing has its roots in the print form. One example is the purveyor of fine food that publishes a monthly or quarterly printed magazine packed with interesting recipes and articles. By providing useful, interesting and entertaining content, they earn the respect and trust of the audience. So, in order to give your print strategy a boost, this is something you may want to include in your marketing plan.

Tip Nine: Integrate it with online marketing

Another way to give your print marketing a boost is to make sure it aligns with your digital marketing so that it becomes a tightly knit system that guides the customer through the marketing funnel. You can use the memorable and tangible nature of print to grab their attention, and then direct them to your website or social media channels where you can use the power of digital channels to convert them into leads or customers.

If you have in mind an idea for Direct Mail campaign, we are here to help you. Contact us at hello@romax.co.uk or call us at +44 (0) 20 8293 8550 to get a free quote. 

August 21, 2018

Seven Reasons Why Print Marketing is Still Relevant

Print marketing is not dead. In fact, it could be the next big opportunity for businesses. Here the seven reasons why…

 

ONE: Millennials respond to print marketing

 

Millennials are people born between the early 80s and the early 90s. They are said to be more digitally connected and media savvy than previous generations. They love the internet, smartphones; and they love consuming video content. However, they also love print. That’s according to research by Quad/Graphics which shows that Millennials respond more to printed communications than they do to email.

 

This is big news for print marketing. The biggest, most lucrative market loves print!

 

TWO: Its tactile nature gives it a real-world advantage

 

Printed material is tangible, something you can smell and touch. This tactile nature stimulates the brain, meaning your messages are more likely to be absorbed and the recipient is more likely to remember your brand.

 

Well, that’s according to a Millward Brown study (in conjunction with the Centre for Experimental Consumer Psychology at Bangor University) in which participants were exposed to print and digital material while having their brains scanned with fMRI technology.

 

Their conclusion:

 

‘The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.’

 

The digital material simply didn’t elicit the same response.

 

So not only does print marketing appeal to millennials, it also appeals to people in general.

 

THREE: Print marketing can help businesses stand out and get noticed

 

A lot of online content goes unnoticed. Think of all the marketing emails you never open, all the ads you never click on. Production of digital content is constant and we kind of become blind to it. This makes it hard for businesses to stand out and get attention.

 

Print marketing can circumvent digital blind spots. It can help your brand be seen in a more meaningful and intimate way. It can bypass all the online noise, reach into the quiet space of a person’s life and grab their attention. A quirky, entertaining and intriguing mailshot that lands on someone’s doormat will likely surprise and delight the recipient, which means they’ll be more open to your messaging. And it will be all the more effective if it’s highly relevant, which is to say if it’s well-targeted.

 

Though there is a caveat. In order for direct print marketing to work, it can’t scream ‘Junkmail!’ The well-designed campaign will cut through the expectations. One way marketers are achieving this is through multidimensional and multisensory mailshots.

Direct Mail

 

 

FOUR: Print marketing has a higher trust value than digital marketing

 

The rise of cybercrime is a massive concern for people nowadays. Internet users are wary of phishing and malware scams, as well as the more ambitious and sophisticated Nigerian scams. With all this digital skullduggery it’s no wonder that people are growing mistrustful of digital marketing.

 

Print marketing, on the other hand, enjoys a certain amount of baked-in trustability:

 

  • Because of its expense, scammers are less likely to use print tactics
  • Picking up a leaflet or brochure doesn’t pose an immediate risk as there are no potentially dodgy links to click or documents to download
  • High-quality print is a good indication that the brand is an authentic business
  • A recipient of a traditional direct mailshot has time to check out the company and make sure it’s legitimate

 

All-in-all, print marketing helps form a backbone of trust and authenticity.

 

FIVE: Better information retention

 

When surfing online, people tend to have lower attention spans. We skim through marketing copy or get distracted by the countless tabs open in our browser. This may have something to do with our brains. According to neuroscientific research, the part of the brain we use for reading online is different from the part we use to read printed text. When we read print literature, we use the ‘deep-reading’ part of our brain, which allows us to be more immersed and receptive to the material.

 

Another factor is concentration. Naomi Baron, a linguistics professor, surveyed people at universities around the world, 92% of whom said that print-reading allows them to concentrate and retain information.

 

So, print marketing has another distinct edge on its digital counterpart. Not only does print media come with fewer distractions, it also helps the reader better absorb the messaging.

 

You may have to spend more on print, but you may also find you get better quality results.

 

SIX: Digitisation has created an exploitable gap

 

Many businesses have abandoned print marketing altogether in favour of cheaper and more accessible digital marketing tactics. Which isn’t necessarily a bad thing, but it has created a gap that can potentially be exploited.

 

Let’s illustrate the point. Imagine you’re a butcher with a stand at a physical marketplace that has a footfall of around a thousand people, and there are four other butchers competing for custom. Now imagine that three of those competitors abandon their stalls for e-commerce, meaning that you and the other butcher have a thousand potential customers all to yourselves.

 

It’s the same with traditional direct marketing: people are receiving fewer pieces of print collateral these days. Marketers can potentially exploit this gap.

 

SEVEN: Not everyone uses or cares for the internet

 

This is perhaps the most left-field reason. The idea of not bothering with the internet may even seem wacky to some of you. But believe it or not, there are plenty of people out there who haven’t got time for the internet or don’t value the internet, or they might even be philosophically opposed to digital culture.

 

Admittedly this market might be relatively small when compared to the number of internet users; however, it still represents a potentially profitable opportunity. Print marketing allows you to connect with these outliers and boost your overall results.

January 22, 2016

Print Power Seminar Video

Print Power, Two Sides and the BPiF link up to produce an insightful seminar to discuss the future of Print and the impact that it can have.

Print Power Seminar Special Report…Watch the video click the image

The Future Of Print

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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August 3, 2015

Report summarises the unique benefit to advertisers of print advertising.

Two sides report summarises the unique benefit to advertisers of print advertising.

While on-screen reading occupies an increasing amount of consumer time, people’s preferences are still for a paper reading which they believe to be a ‘safe’ medium which is more informative, less distracting and less harmful to their eyes.”

With more and more time shifted to the web it is natural that advertising budgets will follow. However, what this report illustrates is the more engaging characteristics of reading physical material – especially where the subject matter is a long article, brochure or specific technical details that require detailed concentration.

These observations plus the deeply competitive nature of online and high capital costs of TV advertising have seen a trend back towards traditional paper advertising as a differentiator. On the back of this trend, Royal Mail have reported increasing amount of business for paper campaigns across multiple campaign types from brochures, mini-catalogues, flyers and discount coupons to support wider cross-channel campaigns.

Understanding your consumers, their purchasing behaviour and purchase journey across multiple channels help you as an advertiser to better understand when you can deploy print targeting to help drive conversions. For example, some of the car manufacturers in the UK are using a combination of marketing automation systems, big data and print to target consumers and book test drives. For example, by monitoring online behaviour, interactions and downloads, consumers further in the sales pipeline will often trigger an event to send print literature, which is more detailed and engaging with specific vehicle details, imagery and other aspirational messaging which is better consumed in print or in consumers hands.

The Two side’s survey illustrates that for all age groups the preference is for paper for understanding, retaining and using information. Advertisers may be particularly interested in the following highlights from the Two side’s survey.

  • 54% pay more attention to advertising when reading magazines in print compared to 19% who pay more attention to advertising when reading magazines online
  • 52% pay more attention to advertising when reading newspapers in print compared to 21% who pay more attention to advertising when reading newspapers online
  • 67% of 18 – 25’s and 65% of 25 -34’s pay more attention to adverts when reading magazines in print, higher than other age groups.
  • 50% of 25 – 34’s and 43% of 35 – 44’s pay more attention to advertising using mail or door drop

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us