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What’s in a Name?

By Blog

Is it a box of Kleenex or a box of facial tissues? Are they cotton swabs or are they Q-tips? Is it a bottle of Coke or a bottle of soda? The panicle of branding is reached when the product itself takes on the name of the brand.

Yet branding goes beyond just the product. When you see Coca-Cola’s signature logo you may want to “Taste the Feeling” or have “A coke and a smile,” or, if you’re old enough, you’d “Like to Buy the World a Coke…”

So, is the brand a tagline, a jingle, a logo, the product itself, or does branding and corporate identity go way beyond these things?

Branding and Corporate Identity

If you’re going to help a company “brand” themselves or create a corporate identity, a logo, a tagline, and a jingle will be helpful but the brand will only be as good as the company and the products produced by that company.

Paul Rand, the famous American art director and graphic designer, explained that a logo “only by association with a product, a service, a business, or a corporation takes on any real meaning.” And that the logo’s meaning or significance will only be as good as the product it represents.

So, if you like Pepsi you may not think much of the Coke logo. Does that mean that the Coca Cola logo is not effective?

Rand also said, “A logo doesn’t sell, it identifies.” So the logo represents the brand. The same goes for the tagline and jingle. To develop a brand or corporate identity you must start with the product itself.

Examine a Brand

Let’s take Apple as an example. The beauty of Apple products, in my humble opinion, is their ease of use. This goes all the way back to the first time I used a Macintosh computer. The idea of a using a mouse and a GUI interface instead of having to enter programming code on the keyboard was a stroke of genius. I know that it was Xerox and the developers at PARC that came up with the mouse and GUI, but it was Apple that had the vision to make it accessible to the public at large.

The vision to make products that are easy to use is just part of the Apple brand. Apple products are also sleek, clean and stylish. Once you understand that Apple’s goal is to offer consumers easy to use, stylish products then you can see how their branding follows suit. Their logo is simple and stylish. Their products come in plain white packaging with minimal text and graphics. Their stores are open, clean, and inviting. Even the employees at the Apple stores are dressed in simple, plain, and comfortable clothes.

The truth is, if Apple products were cumbersome and hard to use no amount of sleek packaging and simple, clean logos would sell their products. As Paul Rand said, the logo is only as good as the product it represents.

It’s interesting to note that Paul Rand and Steve Jobs had a similar approach to design. Rand’s designs were simple and clean. Take for example his UPS logo and the logo design for ABC television. In fact the two worked together after Jobs left Apple and founded NeXT, Inc. And Rand was later featured in one of Apple’s Think different campaign.

Lessons Learned

To create a brand you must understand the goal of the product or service. Is the goal of the service to make life easier? Is the goal of the product to make you healthier? Is the goal to make your automobile run smoother? Once you understand the goal of the product then you can create the logo, tagline, jingle, packaging and all of the other necessary advertising and marketing devices to present the product to consumers.

A big step in the branding process is finding a company that can assist with developing your product along with designing and producing the marketing pieces. You’ll need a company that provides quality graphic design services along with the ability to create video, produce and disseminate online content and a print production facility that can produce and distribute your marketing materials. Depending on your product you may need a facility that can take a unique package design or point of sales design and produce a point of purchase display.

When it comes to developing a brand for yourself or someone else, remember to start by examining and understanding the product or service. And who knows, with the right logo, tagline and jingle you may come up the next big brand.

Nothing New

There’s Nothing New Under the Sun

By Blog

We’re working with a new client. They’re a non-profit and they’re looking to increase donations. We need to come up with a strategy that can help.

Coincidentally, I was scrolling through my LinkedIn feed and found an interesting post with a case study published by the United Kingdom’s Royal Mail MarketReach. The case study focused on The Salvation Army. It showed that an integrated marketing campaign, including direct mail, helped to grow new donors by 262% in 5 years.

While this is great information, my thought process went in a completely different direction. I started to think of a phrase from the book of Ecclesiastes, which says, “There’s nothing new under the sun.”

My team and I need to help this new client increase donations so should we just copy what I read in the case study? Where’s the creativity in that?


Where Does Creativity Come From?

For me creativity comes from a lot of places. A walk or a bike ride is a great way to clear my mind and get the creative juices flowing. I believe great ideas come from the subconscious mind so you need to not think about them and they’ll come to you.

Sometimes I find inspiration in what others are creating. Believe it or not, I actually enjoy going to the mailbox and seeing what other companies are doing with direct mail.

As I stared thinking more about creativity I turned to Google to see what others have to say about ideas, discoveries and creativity. I decided to look at what innovators and icons of industry had to say. Here’s some of what I found


If I have seen further, it’s by standing on the shoulder of giants. – Sir Isaac Newton

I invented nothing new. I simply assembled the discoveries of other men behind whom were centuries of work. – Henry Ford

We’ve been shameless about stealing great ideas. – Steve Jobs


Then I found Kirby Ferguson’s TedTalk, “Creativity is a Remix.” Ferguson believes that nothing is original. From Bob Dylan to Steve Jobs, he says our most celebrated creators borrow, steal and transform.


Ferguson even has a website where he sells, among other things, t-shirts with the Remix’s theme, “Copy Transform Combine.”
So, does everyone copy? Is there truly nothing new under the sun? Are the case studies I find on LinkedIn and on websites just ideas to be copied?

Designing Original Integrated and Holistic Campaigns

I have to say that many of the stats found in the integrated marketing campaign case studies are very impressive. And, we have found when creating and implementing integrated marketing communication initiatives for our own clients, that they perform better than using any single marketing channel.

Creating a direct marketing strategy for our non-profit client will probably include a targeted mailing list with a printed piece and a video production that promotes the efforts of the organization. We’ll also use some targeted social media ads with links to the donation website. All of these marketing tools should help increase donations for the non-profit.

If these are the same marketing tools used by The Salvation Army in the case study, does that mean we’re just copying their ideas? I’d like to think this is more a case of informed decision-making. After all we know that a printed piece with a nice soft touch aqueous coating we’ll create a tactile connection with the recipient. And we also know that a compelling video we’ll increase the visual appeal of the content and add a different dimension to the organization.

While we don’t want to copy other’s ideas I’m certain that our experience in non-profit fundraiser design and the top-notch designers in our Creative Services department will use proven marketing strategies to develop an effective campaign for our new client.

Redwood Credit Union

Understanding Media Consumption & Consumers: what the research shows

By Blog

You need to sell your products and services to consumers. And, just like most people, you probably make generalizations about those consumers. When it comes to creating a direct marketing plan you may think young people are always online and mature consumers prefer more traditional forms of media. But let’s take a minute and examine some recent research about media usage and various demographics.

Let’s start by taking a look at a demographic group that cannot be ignored. The millennial generation makes up 25% of the U.S. population surpassing the baby boomer generation by 7.7 million. Millennials are the most educated, most diverse, and most connected generation in history.

Marketing Solutions

A recent report about media consumption and millennials found that, while they spend a lot of time online, 50% have engaged with print media within the past seven days.

  • 57% Read direct mail
  • 49% Read a magazine
  • 45% Read a billboard

When you dig down into these categories the similarities between millennials and baby boomers are interesting.

Direct Mail

In a world where most people have email addresses and smart phones direct mail still holds its own as an important marketing solution. A 2015 Gallup poll found that four in 10 Americans actually look forward to checking their mail. The report concluded that, “checking what the letter carrier brings each day remains a positively anticipated experience….”

  • Under 30: 36%
  • 30-49 year olds: 36%
  • 50-64 year olds: 41%

This data from Gallup shows that a direct marketing campaign will get your message to your intended demographic. And, according the USPS, once they receive your mail they’ll open it. The 2014 Household Diary Study found that 41% of people immediately read mail sent to their house.

  • 22-24 year olds: 41%
  • 25-34 year olds: 37%
  • 35-54 year olds: 41%
  • 55-64 year olds: 44%

The numbers are even higher with political mail. About two-in-three Millennials are likely to search for information about a candidate (66 percent), as well as the opponent (63 percent). And their search usually leads directly to the candidate’s website (54 percent).

Based on this research it appears that when it comes to direct mail, there are more similarities between millennials and baby boomers then we may have realized.


When it comes to reading magazines, media and consumer research firm GfK MRI found that on average:

  • Millennials read 8.9 magazines per month
  • Boomers read 9.2 magazines per month

Print publications have a unique advantage over online media that should be considered by companies looking to market their products and services. According to research conducted online within the United States by Harris Interactive on behalf of Goo Technologies, 82% of Americans ignore online ads. Ignoring an ad is much harder in a print publication.

It may be stats like these that encouraged UK based Swipe Magazine to begin a print publication. It’s quite ingenious if you think about it. They took what they feel is the “best of the Internet” and turned it into a magazine. Now they can hit both demographics, millennials and baby boomers.

Outdoor Advertising

And, what about the third marketing solution mentioned in the media consumption report I sited earlier? A report from Marketing Sherpa found that when it comes to billboards, while there was no significant age difference among men, it did find that female millennials (21%) were more interested in billboards compared to female boomers (13%).

Baby Boomers Online Activity

As we’ve seen print media is popular with both millennials and baby boomers. At the same time it’s important to note that, according to an article in Adweek, baby boomers actually spend more time consuming online content than any other generation.

So, if millennials enjoy print media and baby boomers spend a lot of time online, then the real take-a-way from all this research and data is simple. When you need to sell your products and services to consumers you must consider an integrated marketing communication solution. A solution that includes anything from personalized postcards to animated videos, email marketing to litho printing with foiling and embossing, electronic newsletters to a point of purchase display.

This has to be the most exciting part about being in this industry. We take the latest research and create multi-channel marketing solutions for our clients.

Budget Marketing Consumer

Two Important Points about Budgets, Marketing & Consumers

By Blog

As someone who has helped numerous clients promote and build their brand, I always suggest a multi-channel approach to marketing. I do this because, based on my research, I know that consumers today move across online and offline channels during their journey to purchase a service or product.

While I understand that the online and offline worlds work together to help consumers arrive at a decision, sometimes my clients don’t truly appreciate the importance of a balanced marketing plan. I often hear people say, “We think digital is a more cost effective marketing tool than print.”

I’d like to share a couple of important factors that I think every brand needs to consider when discussing marketing, budgets, consumers and the path to purchase.

Saving Money: at what cost?

Some brands, due to budget concerns, think about focusing their marketing efforts on digital rather than print. Moving a print newsletter online may save on the printing and mailing costs but are there unforeseen consequences to such a move?

A recent Virginia Tech study shows that marketers should think twice before making the jump to an all-digital publication. A print version of Virginia Tech’s alumni publication was sent to some of their subscribers while others received an email directing them to the online version of the magazine. These subscribers were then contacted by telephone and asked a series of questions about the publication. Take a look at some of the results.

More people remembered getting the print magazine

82% of those who received the print version remembered receiving the magazine
49% of those who received the online version remembered getting the email
More people opened the print magazine

77% of those who remembered receiving it viewed the magazine
49% of those who remembered receiving the online invitation actually clicked through and viewed the publication
In addition, people who viewed the print version recalled a significantly greater number of articles than did those who viewed the online version.

An alumni magazine can be a powerful marketing tool. It can sell to both past and future customers. But, if far fewer subscribers open, read and remember the content of the magazine, is it “cost-effective” to move that magazine from print to online?

The author of the study said, “ceasing a print publication in favor of an online-only publication might hurt the effectiveness of an organization’s marketing communication, and managers should not make the decision based on cost alone.”

Understanding the Science of Marketing

Another important factor to consider when discussing budgets, print and digital marketing is the effect of print and digital advertising on the brain of the consumer. Canada Post and neuromarketing research and strategy firm True Impact Marketing conducted the largest study of its kind aimed at understanding direct mail and digital advertising’s relative impact on the brain.

Individuals were shown promotional materials. Then using electroencephalography (EEG), eye tracking tests, surveys and memory tests they were then assessed on a number of critical areas.

The study focused on the two key indicators of media effectiveness: ease of understanding and persuasiveness. The results were impressive.

Direct mail is easier to understand and more memorable than digital media. It requires 21% less cognitive effort to process and elicits a much higher brand recall.
Direct mail is far more persuasive than digital media. Its motivation response is 20% higher – even more so if it appeals to more senses beyond touch.
Direct mail is visually processed quicker than digital media. When considered in concert with its higher motivation and lower cognitive load, this suggests it gets the message across faster.
Direct mail is more likely to drive behavior than digital media. Direct mail taps into deep-seated neurological processes that trigger action.


Today’s consumers have multiple ways to learn about and engage with brands. Digital marketing efforts encourage interaction while print helps in brand recall and drives action on the part of the consumer. When discussing budgets, marketing and consumers remember, digital and print together will deliver powerful results to your bottom line.

Three Steps to Increase Sales in 2017

By Blog, Marketing Research, Marketing Strategy

As 2016 draws to a close many people are talking about the special events and happenings of the past year. I prefer to focus on what’s in store for us in the coming year.

If you’re looking to grow your sales in 2017 you must increase the “desire” in your current and prospective customers to buy what you’re selling. Whether you need to increase the appeal of a packaged product sitting on the shelf, make a buyer aware of a new real estate development, or explain new services being offered at the local credit union, all of these situations require you to build “brand desire” in the eyes of the consumer.

The First Step to Increase Sales

Research shows that you have only a few seconds to capture the attention of the average consumer. To increase brand desire you must first get the attention of the consumer and this starts with first-class graphic design services. A knowledgeable packaging and creative services team can integrate dimensional printing techniques that will add tactile elements to a new package. Eye-catching photography can be used on personalized postcards, in an updated electronic newsletter design or in new membership drive designs. Whatever design elements you chose it’s important that you catch the eye of the consumer.

The Second Step to Increased Sales

Once the consumer takes notice of your product or services the next step is to impress them on a deeper level. The fact is the medium shapes the message. Research shows that people judge a product or service based on the type of paper and the quality of printing of the advertisement. The research is impressive. Check out what renowned neuroscientist Dr. David Eagleman, says about marketing, paper and the science of touch.

I was especially surprised that consumers not only had a positive first impression when reading a promotional piece printed on heavy high-quality paper stock they also remembered it longer.

If you’re looking to create a lasting impression on your current and potential clients consider adding finishes that will demonstrate the quality of your product. Foiling, embossing and die cut printing, or soft touch aqueous coating can truly differentiate your products and services from your competition.

The Third Step to Increased Sales

Once you have a great design and a beautiful promotional piece, you have to consider how best to get that promotional printed product into the hands of your current and potential customers. One of the best ways to accomplish this, even with tech minded millennials, is through direct mail.

Research shows that young adults read mail, even more that their parents and grandparents. Most people think of millennials as digital natives, glued to their smartphones, and the only way for to reach them is through online marketing channels like social media. The truth is 84% of millennials take the time to look through their mail. And 64% would rather scan for useful info in the mail than email.

Here are a few more interesting facts about millennials and direct mail:

  • 77% of Millennials pay attention to direct mail advertising
  • 90% of Millennials think direct mail advertising is reliable
  • 57% have made purchases based on direct mail offers
  • 87% of Millennials like receiving direct mail

Studies show millennials enjoy receiving mail even more than non-millennials. In fact, 50% of millennials say they like to discover what the mail brings every day and consider time spent looking at and reading it time well spent.

Three Steps to Increased Sales in 2017

When you’re looking to increase your sales during the next 12 months, examine the research and you’ll find that quality design, printing and mailing will be the key to your success.

Westamerica Communications is here to help with all of your marketing needs. In fact, we created a 2017 Marketing Planner to help with your marketing needs. You can download your free copy by clicking here.


2017 marketing calendar planner

18th Century Lessons for 21st Century Marketers

By Blog

Printer an2017-marketing-plannerd founding father Benjamin Franklin once said, “By failing to prepare, you are preparing to fail.” It was thoughtful preparation and planning that helped Franklin become one of America’s first millionaires.

Through hard work and careful planning Franklin created a successful printing operation. Once his business was well established he began opening up printing franchises throughout the colonies. This successful printing endeavor allowed him to begin publishing his own newspaper. According to, in 1729 Franklin began publishing the Pennsylvania Gazette in Philadelphia, which included pages of “new advertisements.” And later, in 1742, Franklin’s General Magazine printed the first American magazine ads.

What, you may ask, does Benjamin Franklin, being prepared, and advertisements have to do with us today?

Lessons from Benjamin Franklin

We here at Westamerica Communications have a special gift for of our clients and friends who’d like to follow in the footsteps of Benjamin Franklin. Because today’s advertising landscape is much larger than it was back in the 1700s, it’s even more important to plan ahead. To aid in that planning we’ve created the 2017 Marketing Calendar & Planner.

Our 2017 Marketing Calendar & Planner will guide you step-by-step through developing a successful marketing plan for the coming year. The planner will help you assess, refine, create, build and execute a successful plan.

Included in the planner are topics like:

  • 14 guidelines to create successful promotions
  • What a promotion is and isn’t
  • Promotion as part of the marketing process
  • The five pre-promotional steps that lead to a successful campaign
  • And much more

The Promotion Plan Worksheet included in the planner will help with:

  • Defining your target market
  • Identifying your competitive advantage, benefits and specials factors
  • Identify various form of media to be used in your promotion including print and digital advertising, direct mail, email and other electronic media

The Return on Marketing Investment section of the planner will help you calculate the cost, sales and profits of your promotion.


Franklin was an Innovator

b-franklin-w-shadow-002Franklin’s Pennsylvania Gazette and General Magazine were on the forefront of 18th century advertising. Westamerica’s 2017 Marketing Calendar & Planner will help you be on the cutting edge of 21st century advertising. The planner will help you explore different media and formats that can be used to deliver your message. By exploring alternative media and cutting edge technology you can capture additional opportunities to communicate with your audience. Television and radio spots, lobby videos, your website, email blasts, social media and other techniques will help you reach a wide variety of demographics at various times and places.


I also encourage you to follow in the footsteps of Benjamin Franklin and plan ahead. To help you in that endeavor we are providing our 2017 Marketing Calendar & Planner free of charge. To get you copy click here.

Ben Franklin Honor Society

By Blog

doug-grant-ben-franklin-awardIt seems like only yesterday I was printing ledger sheets and envelopes on a Multi 1250 with a T-head at my father’s business forms company. And the next thing you know, last week I was in Kansas City, Missouri, being inducted into the Ben Franklin Honor Society. It’s amazing how quickly time passes. And yet, when you take time to think about it, there have been some incredible and wonderful events that have taken place in the world and personally in my life that lead up to that moment in Kansas City.

First, I want to say what a tremendous honor it is to be a member of this group. The Ben Franklin Honor Society is kind of like the “Hall of Fame” for the printing industry. While founded in 2005 it can trace its roots all the way back to the 1950s. When you see the list of members you realize it’s a veritable who’s who in the industry.

It’s humbling to be nominated yet alone be inducted into a printing institution like the Ben Franklin Honor Society. When I was running that Multi 1250 forty years ago no one could have ever accuse me of being an excellent press operator but what I learned back then helped me through college, and then with my move into printing sales, again with my move into management and finally as President and CEO of Westamerica Communications.

I’d like to think that the family spirit that was established at The Printing Company by my father Bud Grant, my sister Cathy and my brother-in-law Mike all those years ago is still felt by the friends and employees that work with us today. And, like a family, things don’t always run as smooth as you’d like. But the true test of a person, a family and a company is how you react to trials and tribulations.

Over the years The Printing Company has evolved into Westamerica Communications and online media, email, interactive, and web programming have replaced that Multi 1250. We still print and mail but on a level that my father would have never imagined all those years ago. The things we can do with dimensional print, variable data and the like, take direct mail to a whole new level.

Actually, when I think of print and mail in the 21st century, I can’t help but think about Millennials. I’ve recently connected with Gabrielle Jackson Bosché. In her workshops, books and online media she says that print is a great way to connect with Millennials. She says that many Millennials ignore emails by using multiple accounts. So the marketing email you think you’re sending to that target audience may actually be headed for an account that is never opened. Does that mean that print is a great way to reach the younger generation? Does that mean that what’s old is new again? Does that mean I should dust off the Multi 1250 and brush up on my ink and fountain solution balancing skills?

I think what it means is simply this. During the past 40 years change has been the only constant. Things do not remained static.

As I stood on that stage in Kansas City I was surrounded with old friends and new. Some on that stage were there because of their contributions to printing education. Others were there due to their contributions to their local printing association. All of us where there because we know that the traditional values of family, friendship and giving back is what makes life worthwhile.  As it says in Luke 6:38, “Give, and it will be given to you.”

Big Images for Big Ideas

By Blog

westamerica-large-format-bus-wrapIn today’s crowded marketplace you need an advertising method that will capture the attention of consumers and get your message out. Many companies rely on large format marketing and merchandising tools to do just that. With large format signage you are only limited by your imagination.

Digital large format printing is used to produce everything from banners to trade show graphics; vehicle wraps to building wraps; H-stake yard signs to outdoor billboard signs.

Benefits of using Large Format Printing

The benefits of using large format printing in your marketing campaigns are many. First, large format printing can help you take advantage of existing client traffic patterns. With the ability to print on a variety of substrates large format printing is a great medium for creating engaging wall murals. A photo wall mural with captivating images and creative text can grab the attention of consumers and introduce them to your products and services.

And, due to the variety of printable substrates, you could augment your wall mural with images and text printed onto wood or glass panels then mounted to the wall. I’ve even heard of a company printing a photo of a pop singer or other pop culture icon onto an office door.

Besides the ability to print onto a variety of surfaces, digital large format printing allows you to print just one or a few copies of your marketing materials. This reminds me of the old Burma-Shave roadside sign campaigns. Not that I’m old enough to remember, but from 1925 to 1966 this company would use a series of six roadside signs to advertise the benefits of using their brand of brushless shaving cream. The signs were spaced out along the road or highway. Each sign contained part of a rhyme or verse. In that way, as a motorist would pass, they’d read each sign and by the final sign they’d have read the entire advertisement. It was very creative.

That’s the biggest advantage of large format printing. You’re only limited by your imagination. You really have an endless choice of printable substrates for indoor use, outdoor use and everything in between. Here are some of the large format printing materials available to you:

  • Wood
  • Glass
  • Vinyl
  • Foam Core
  • Gator Board
  • Wallpaper
  • Metal and Plastic Sheeting
  • Plastic and Paper Corrugate
  • Carpet
  • Wrapping Paper

What you need to know about Large Format Printing

Our creative, production and finishing services can deliver the solutions you need to drive your marketing message. Whether you’re looking for large format printing in Los Angeles County or large format printing in Orange County, we can help.

If you have your own creative services and are designing for large format printing talk with us first. We can explain how to prepare images for large format printing. We’ll discuss proper resolution and also help you understand how resizing images for large format printing will create a better final product.

Maybe you just have an idea or concept and you need some help to make it become a reality. Westamerica has both the creative and technical staff to build your one-of-a-kind solution. We can build a powerful single image or a comprehensive campaign using our in-house creative staff. We can even create custom photography with our in-house photographer.

While this may not be everything you need to know about large format printing I hope I helped you to better understand the possibilities and benefits available to you. When you’re ready to create indoor wall signage, window graphics or even outdoor building signage, remember, you’re only limited by your imagination.


See, Touch and Experience Your Direct Mail

By Blog

dimensional-printMerely touching an object can make someone buy that object. Does this sound a little crazy?

Well, take a minute and think back to a time when you were playing with a young child. You may have handed that child a personal item like your wallet, keys or mobile phone. What happened when you tried to retrieve your item? You were probably met with cries of, “Mine, mine.” You may have had to manipulate the situation by offering the child a different object so you could get your property back.

Those primal instincts of ownership don’t necessarily disappear when you grow up. In fact, researchers at the University of Wisconsin-Madison, and the University of California, Los Angeles, have conducted studies that prove that touch influences the feeling of ownership and valuation of an object.

The Influence of Touch

The Effect of Mere Touch on Perceived Ownership, published in the Journal of Consumer Research, also reported that touching an object results in a person being willing to pay more for most objects that they touch versus ones they cannot touch.

A few years ago the Illinois Attorney General’s office actually warned holiday shoppers to be cautious of retailers who encourage them to hold objects and imagine the objects as their own when shopping.

Think of retail stores like those owned by Apple and Microsoft. When you walk into the store the employees encourage you to touch and interact with the devices on display. They want you to play games, try out the software, use the camera, and thus imagine yourself owning these products.

The Influence of Direct Mail

Can a direct mail piece have the same effect on a person? Can a piece of mail influence the feeling of ownership and value of an object to the recipient?

Well, the researchers found that even if consumers cannot touch an object they still respond effectively to “ownership imagery.”

Now imagine a direct mail piece that contains an image that the recipient can see, touch and feel. A dimensional piece that says, “Touch me!”

Think of the reaction of a consumer when they can see, touch and feel the car interior on an automotive manufacturer’s direct mail piece. Or see, touch and feel the texture of the sand in a beach resort’s marketing collateral.

Understand we’re not talking about a simple coating. We’re talking about the ability to feel the texture of a leaf with its smooth veins and rough edges. Or the ability to see, touch and feel the water drops on a freshly washed apple.

The Power of Dimensional Print

A printed piece that contains beautiful images, texture and dimension can have a positive impact on a person. The above-mentioned study explained that people who have a positive or neutral response to touching an object are willing to pay more.

We’re not saying that everyone who receives a dimensional print piece will buy the product being offered but the research does indicate that having people imagine owning a product increases their perception of ownership and how much they are willing to pay for the product.

Ownership imagery through the use of dimensional print that can be seen, touched and experienced suggests a remarkable opportunity to increase perceived ownership and purchase.

Video Production

The Power of Video Marketing

By Blog

Video ProductionAn acquaintance of mine has a son who is about to graduate high school. This young man is a true entrepreneur. He’s making $15,000 a month from his YouTube channel. There are young “celebrities” who are “killing it” on YouTube.

A DIY makeup duo is making $2,000 per day from YouTube advertisements. That’s $730,000 a year. A gaming couple has an estimated net worth of $11 million from their “goofy” gaming activities on YouTube. I know what you’re thinking, “Yeah, that’s a bunch of kids watching some other kids do goofy things on YouTube.” And you’d be right. But, there’s another side to video and YouTube.

A colleague in the printing industry, he’s a label manufacturer, wanted to sell a piece of equipment. He shot a short video, on his iPhone, of the press running and posted it on YouTube. Within 24 hours he received three legitimate offers to buy the press. Within days my colleague received the full asking price for the press and the press was shipped off to a company in Oregon.

YouTube is a Bonafide Marketing Channel

While YouTube may contain videos of cute cats and make-up tutorials it’s also a bonafide marketing channel. It can, and is, being used by both B2C and B2B businesses to generate sales.

These stats should help you appreciate why you need to increase your video marketing efforts:

  • Using video in an email leads to a 200-300% increase in click-through rates
  • Including video on a landing page can increase conversion by 80%
  • 90% of user say that seeing a video about a product is helpful in the decision process
  • 75% of executives watch work-related videos on business websites at least once a week
  • 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video
  • 59% of executives would rather watch video than read text

The Power of B2B Video

Here’s another story that illustrates the power of B2B video. Another colleague of mine in the printing industry, his company prints on plastic bags, shot a video and posted it on YouTube. They then embedded the video on their website. Within one week of posting the video my colleague received a phone call from a prospective client who had viewed the video. Here’s the interesting part. My colleague’s sales reps had been trying to get a meeting with this prospect for three years! Now, after viewing the video, the prospect called them and the sale was made.

Improving the Customer Experience with Video

The reason this prospect called my colleague instead of talking to a sales rep is simple. It’s the same reason why you go online and research a product or service before you speak to a sales representative or visit a brick and mortar establishment. Online marketing materials, including video, enhance the customer’s experience. It allows prospective clients to draw their own conclusions. It puts the buyer in the driver’s seat.

According to a global study of 1,000 C-level executives from Avanade, “Buyers prioritize the customer experience over the price of a product or service when weighing a purchase decision.”

The same study reports that companies find a 61% increase in customer loyalty, a 60% increase in revenue, and a 60% increase in their customer base.

Helping our clients improve their clients online experience is the reason why Westamerica includes video production as part of our marketing capabilities. Let us help you make video content a bigger part of your communication efforts.