In marketing, there is one thing worth more than gold. It is top of mind. Being top of mind means that when someone thinks about your product category, they think of you. Delivery services? Most people think of FedEx and UPS. Soft drinks? They think […]
5 COVID-19 Consumer Trends Impacting Packaging…for Good
The COVID-19 pandemic has impacted the way shoppers live, work, and play. Experts say many of those changes are permanent when it comes to packaging. COVID-19 has reshaped consumers’ shopping habits, and because many of these habits have longer-term benefits, these changes are going to […]
Don’t Miss Your Chance: Maximizing Your Trade Show Success
When you are displaying at a trade show, you’ve got one shot to breakthrough. The show may last a weekend, and sometimes only a day, so don’t miss a single opportunity to engage with potential customers. Eye-catching displays, such as booth banners, backlit displays, and […]
“Do You Really Know Me?” From: Your Customer
To create genuinely personal communications, you need to know your customers. This requires more than knowing basics like name, address, and gender. It requires knowing more about who your customers are.
Let’s take an example from the world of sports. For example, when we think of hockey […]
Tags: content marketing, cross-channel marketing, customer engagement, Customer Experience, customer loyalty, customer relationships, direct mail, direct mail strategy, direct marketing, marketing, marketing communications, multi-touch marketing, multichannel marketing, personalization, personalize, personalized marketing
Silos Are for Farmers, Not Marketers
Got a silo problem? If you’re like most companies doing targeted and personalized marketing, you do. You may have plenty of customer data, but it might be in different places (silos), and these places often aren’t talking to each other. As a result, your marketing […]
Tags: accurate data, data driven marketing strategies, digital marketing, direct mail, direct mail budget, direct mail design, direct mail measurement, direct mail spending, direct mail statistics, direct mail strategy, direct mail success, direct mailers, direct marketing, marketing, marketing communications, personalized marketing, standardize data, variable data
Lessons Learned from Real-Life Split Testing
If you want to know what’s working, test it. Is this recipe better than that one? Is this pair of shoes more comfortable than those? Marketing is no different. By taking a portion of your list and testing one element at a time, you can […]
5 Fun Stats to Inform Your Fundraising
As a nonprofit, you know the importance of personalized direct mail. Most likely, you are already personalizing your mailers by the donor’s name, giving history, and often household income. But are there other data points that could help? Here are some exciting statistics that, while […]
Be Authentic and Connect with Customers
Increasingly, marketers understand the power of emotions. Product features and benefits are essential, but someone’s need, fear, or desire often motivates the actual purchase. Just look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their […]
Tags: content marketing, cross-channel marketing, customer engagement, customer loyalty, customer relationships, digital marketing, direct mail design, direct mail strategy, direct marketing, marketing, marketing communications, multi-touch marketing, multichannel customer experience, multichannel marketing, multitouch marketing, personalized marketing
Survey: Print Is Safe, Secure, Trustworthy, and Eco-Friendly
If something is proven safe, secure, and trustworthy, you’d embrace it, right? Now add in that it is also eco-friendly, and you have a product anyone would love. There is such a product, and it’s print. After years of research on consumer attitudes and preferences, […]
Franklin Client Portal: A Customer Says “Thank You!”
When we redesigned our Client Portal, we had the goal of creating a cohesive, secure, user-friendly, and data-driven experience. A few years have passed and, in our humble opinion, those goals still ring true. In addition to in-depth tracking analytics, secure file uploads, and proofing, […]
