Print with purpose

Oftentimes, it’s hard to discern the difference between brands and branding. Most people think they’re one in the same, or that the words are interchangeable when talking about a company’s identity. There is in fact a difference between the two and it can be found in the definition of each word. A brand is a unique symbol, word, design, or combination used to create an image that identifies a product. Branding is the process of creating a mental image or perception in customers’ minds that attach a certain experience to a brand image or name. To get a better understanding of these two ideas let’s break down their importance in a marketing strategy. Let’s start off by looking at a brand. A brand should represent you as a person, your company, and your promise to customers. This can be achieved by specific design elements such as typography, imagery, and colors. It is important to understand your customers’ wants and needs. Ask yourself what they would look for and what they ...

In the same way that life itself is constantly changing, marketing is constantly evolving. It’s essential for any business to have successful marketing and sometimes it’s hard to keep up. A simple way to assess marketing and what makes it so appealing is three key factors: make it visual, create a personalized experience, and have a focus. There are a number of ways to make sure that your marketing techniques are up to date and here’s what’s trending for the 2017–2018 year. The one thing that’s been constantly growing and becoming more popular is video. People have a better reception to video due to its engaging and interactive elements. These elements also help provide a deeper level of satisfaction with the connection to a specific message or story. Mobile videos in particular are on the rise, which actually makes a lot of sense. People bring their phones with them everywhere they go and there are approximately 4.7 billion mobile users in the world. Mobile has become the lea...

Multichannel marketing is a popular way to get in touch with customers. Specifically, multichannel marketing is a practice of interacting with customers enabling them to choose how they can complete sales transactions. By using direct channels such as retail stores, catalogs, and direct mail or indirect channels such as websites and social media, customers have more choices to buy when and where they please. Why did multichannel marketing come about? Simple, companies found that customers can’t be expected to use their preferred channel so they tailor their campaigns to fit multiple channels for their customers. This also fits with the trends of today’s society. Not everybody is going to respond to catalogs and not everyone prefers getting emails. The spectrum of a company’s audience is often times vastly diverse. Here are a few benefits of multichannel marketing: Manage Sales through Feedback – Companies can improve their service through crowdsourcing information. Multicha...

In this digital day and age there has been constant debate about whether or not print is obsolete. Popular belief states that print isn’t as useful as it once was with people being able to access news and magazines online. It is thought that the audience who pays attention to printed materials is small when in reality, print actually broadens a company’s target audience. Here are some of the reasons why print isn’t dead: People Prefer Tangible Things Print is good for the senses as it incorporates more than what people touch. Reading printed materials is easier on the eyes as prolonged online reading causes eyes to strain which can lead to headaches. Not only does print help prevent headaches but it is also pleasing to look at. There are a number of different printing possibilities that enhance the design of a product. Things like foil, embossing, and laser etching add texture to a piece which makes it more engaging to the customer. Print can also appeal to sound and smel...