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Communications You Can Feel

By Blog, Marketing Strategy, Technology, User Experience

Have you ever stepped into a car, sat down and closed the door and heard a nice solid “thud” as the door closed? There were no rattles or any objectionable noises at all. And then other times you’ve stepped into a different car and you heard a metallic, clanking kind of sound when you closed the door. At the time you probably made a snap judgment about the quality of the car you were entering. You most likely concluded that the first car was a reliable, sturdy, perhaps more expensive model. And you may have thought the opposite of the second car.

I realize that most people don’t go around listening to the sound of car doors. At the same time I know there are some of you who have heard the sound of the closing door and drew a conclusion based on the sound. You may have even drawn a conclusion about the owner of the car.

The truth is the sound of a closing car door can affect your perception of the quality of the car.

Your Senses and Perception

Have you ever be awakened in the morning by the smell of fresh brewed coffee being made by your significant other? You probably got a warm feeling all over from the aroma and an even warmer feeling inside for the person who was making you the coffee. The smell of the coffee can affect your perception of that person.

Now let’s take the car door and sound, and coffee and smell one step further. Studies have shown that paper and touch affect the way people receive and retain information. These studies have also shown that touch and paper can even influence the way people feel about the companies who use paper to market their products and services.

How Does the Medium Shape the Message?

Dr. David Eagleman is an adjunct associate professor at Stanford University. He has worked with a team of researchers in the Psychiatry Behavioral Sciences Department of the university to determine if the weight and type of paper can affect the perception of individuals who touch and read marketing materials.

“In humans touch represents a powerful form of non-verbal communication. Our sense of touch plays a fundamental role in daily life, from learning about objects to communicating with other people.” – Dr. David Eagleman

He and his research team created marketing materials for three fictitious companies. The materials were presented to test subjects on heavy coated stock, on lighter uncoated paper and on a website.

According to his research, he found that when subjects read a message on heavy, high quality coated paper they remembered it better, even when asked about the massage a week later.

He also found that when the message was printed on a high quality paper stock the individuals had a more positive first impression of the company. And they were more likely to recommend the company to a friend or a colleague. The test subjects rated the quality of the company based on the quality of the paper stock.

Direct Marketing Strategy

Let’s take this research and apply it to your marketing. You want consumers to remember your message and have a positive feeling about your company. I’ve previously discussed how effective direct mail is in reaching new clients and consumers. Now imagine a direct mail piece that goes beyond heavy coated stock.

Imagine a dimensional mail piece where you can go beyond the weight of the paper to the touch and feel of the image on the paper. Imagine feeling the feathers on an image of a bird. Touching and feeling the lines in an image of a circuit board. Or the rough, bumpy feel of the waffle cone in the video below.

We’re talking texture that makes people want to engage and experience your marketing piece. A message that people will share with their friends and colleagues. A marketing piece that will capture attention, and be memorable. A message your customer will see, read and feel!

Our senses help us gather information, draw conclusions, and make decisions. If you want your marketing to make an impression then take advantage of the sense of touch.

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Millennials are about to move into their prime spending years

By Blog, Direct Marketing, Marketing Strategy, Millennials, Mobile Apps, Technology

 

One of the largest generations in history, millennials, is about to move into their prime spending years. How best can you get your products and services in front of the millennial generation?

When most people think of millennials they think digital. According to Forbes, it is not uncommon for millennials to use multiple tech devices. “87% of millennials use between two and three tech devices at least once on a daily basis.” Perhaps this is why millennials are always pictured with a mobile device in their hand.

With an estimated $200 billion in annually spending and more than $10 trillion during their lifetimes, millennials are the “holy grail” of consumers.

Determining the Best Marketing Channel

There are a number of marketing channels that can be used to reach customers. Online video, social media, and email are channels that seem best suited for an “online” digital generation. But traditional marketing channels should not be ignored. In fact, research show that millennials react better to traditional forms of marketing, like direct mail, than to online electronic marketing.

A 2016 USPS Marketing White Paper reported that:

  • 84% of Millennials take the time to look through their mail
  • 64% would rather scan for useful info in the mail than email
  • 77% of Millennials pay attention to direct mail advertising
  • 90% of Millennials think direct mail advertising is reliable

And when it comes to marketing and purchases:

  • 82% read direct mail they receive from retail brands
  • 57% have made purchases based on direct mail offers

The chart below demonstrates that despite their digital appearance, millennials read, open and interact with direct mail.

The Top 200 Direct Mail Service Providers

Direct mail gets your message in the door and into the consumer’s hand, where it can be seen, read, and felt and generate a response! That’s why a big part of what we do is focused on direct marketing. In fact, it’s so big we’ve just been named to the Bell & Howell Top 200 Direct Mail Service Providers list for 2017.

The reason direct mail works for millennials, and all other generations, is simple. As Nabeel Jaitapker, Senior Communications and Marketing Manager, Content Development and Demand Generation at Bell and Howell stated, “Direct mail marketing is getting more personal, more real, and more effective thanks to affordable high-quality digital printing and technologies that simplify integration into a multi-channel campaign.”

The USPS White Paper highlights some of the new technologies that can engage millennials with direct mail. They include:

  1. Incorporate multimedia and digital: Embed QR Code® barcodes, near field communication, or augmented reality to link your mailer to video and interactive materials on your website or social media sites.
  2. Keep your messaging succinct and easy to read. Provide bite-size pieces of information.
  3. Be authentic. Millennials distrust traditional advertising, so avoid hard-sell language. Use a straightforward, transparent approach.
  4. Use enhancements such as scent, sound, or texture to make your piece stand out.
  5. Help them feel good about their purchase. Millennials are compassionate and want to improve their world. Campaigns that donate a percentage of profits to a worthy cause or in some other way demonstrate corporate responsibility can resonate—if they’re seen as authentic.
  6. Use slang with caution, even if you are a Millennial. You risk turning your audience.

When you’re looking to engage millennials, or any other generation, you need a variety of proven marketing channels. A direct marketing campaign that includes mail, video, email and social media, is sure to accomplish your goal.

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.