Brand authenticity matters. Recent surveys show that 90% of Millennials, 85% of Gen Xers, and 80% of Baby Boomers say they value brands that come across as genuine. In an era of influencer marketing, consumers can easily discern stock imagery and exaggerated stories from user-generated content and the truth. Beyond social media, it is crucial to integrate your brand’s story and company culture into all aspects of owned and paid media.
Have you ever wondered what a career in marketing would be like? There are so many roles and settings within the marketing industry to explore. Whether you are considering it as your first job or for a career change, here is a rundown of things you should know:
Where You Will Work:
Marketing is typically completed in either an in-house or agency setting. In-house means that a company has an internal marketing team who handles all, or most, marketing needs from content creation to implementation. An agency, such as Millennium Marketing Solutions, is a partner that businesses hire to fulfill a variety of marketing needs from strategy and branding to programming and promotional products. Working on an in-house team is a great option for those who want to focus all attention on one brand, whereas an agency setting is ideal for those seeking to work on a multitude of clients in different industries.
Trade shows are fantastic opportunities for networking, increasing brand awareness, and making sales. Recent studies have found that trade show attendees spend over eight hours on the exhibit floor and 81% of them have purchasing authority*. While the costs of exhibiting at trade shows vary greatly, it is generally a pricey endeavor. Don’t take your next trade show lightly. Establish goals with your team that are specific, measurable, achievable, realistic, and timely. Once your goals are clear, utilize the following strategies to enhance your ROI:
On average, a customer’s journey consists of 19 online touchpoints before converting. Even if you consider your business to be based on word-of-mouth referrals, it’s essential to reach your customer using an arsenal of highly coordinated tactics across an array of touchpoints (or interactions with your brand).
What is the story of your brand?
Building a brand involves conveying your brand’s story. Your story helps create the public’s understanding of your business, services, and unique selling propositions. Why should customers choose you? What problems do you solve for them? Once you have honed in on your brand’s narrative, you can pick which tactics will work best together to tell it.
Rock, paper…digital? Paper covers rock, but how does it measure up to digital when it comes to lead generation and brand recognition? Statistics show there is no need to choose one over the other. In fact, using them together is the best strategy!
On average, there is a 28% increase in conversion rate when direct mail and digital ads are used together.1
The average person receives nearly 3,000 online messages per day. Our inboxes, social media feeds, phones, and the websites we visit are inundated with messages to “buy” this, “visit” here, “donate” there, and “apply now”. These messages are targeted and will create leads, but they can get lost in a busy digital landscape. Supporting your digital ads with direct mail can improve click-through and conversion rates.
Marketing campaigns that used direct mail and one or more digital media mediums experienced a 118% lift in response rate compared to using direct mail only.1
Your customers are on multiple platforms. Are you? As more companies have shifted their marketing budgets away from print, the advantages of direct mail have grown. Less mail means there are more opportunities for your message to stand out in the mailbox.
64% of Millennials would rather scan for useful information in mail rather than email.2
Direct mail is great at driving people to visit a webpage, encouraging customers to buy online, and collecting information about your prospects. Information that you can better use to target them with a digital campaign. It allows you to start a conversation and build a relationship with your customers. Also, the more that you can engage and learn about your clients by using direct mail, the more cost-effective your digital campaigns will be.
The average household receives only two pieces of direct mail a day, compared to 157 e-mails.1
Direct mail has the greatest impact because it offers a tangible experience for the customer. It has the highest rate of success in new customer acquisition compared to other marketing channels, according to Target Marketing.
Create a successful direct mail campaign.
- Develop a strategy. Who are you going to send it to? Why are you sending it to them and what are your goals? How can you make it personalized? Simply adding color and a person’s name to your postcard can increase responses by 135%.1
- Make sure you have good data. If you use a house list, remove bad addresses and filter the data based on your goals. For example, if you are a non-profit, you could sort the data by the donation amount that people have given in the past. This would allow you to create campaigns and messaging for each group based on past giving history. If you are buying a list, make sure that you are purchasing it from a reliable source and that you buy it based on your audience’s demographics, location, and interests.
- Create a professionally designed direct mail piece that provides a clear message and call to action. Tell your customers a story and add personalized messages, offers, and/or graphics. Oversized postcards will stick out in the mail and provide enough space for colorful graphics and text to give your prospect the information to make them want to buy, respond, and learn more.
- Measure your responses and know your results. No matter if your goal is to have people fill out a survey, buy something online, or call for more information, make sure you are gathering the information. As a highly trackable medium, mail lets you monitor the impact and ROI of every initiative. It also allows you to better analyze and learn about your customers.
Are you ready to gain more business, quality leads, and improve your response rate? We will help you with each step of the process including the strategy, buying a list, printing, and mailing.
2 Vinnedge, Phil. USPS Mail Moments: 2016 Review. USPS, 2016.
This isn’t the case at all.
Out of those American households that receive advertising mail, 80% of them read those advertisements, influencing their perception of the company or brand. Below are some of the many reasons that print is, in fact, not dead.
At our Lunch & Learn on Company Stores on Wednesday, September 15 from 11:30 am to 2 pm, learn how to control your brand, budget, and content. Online Marketing Company Stores are gaining popularity with organizations that have more than one office location, a large sales team, or multiple franchises.
Don’t know where to start with digital printing? Millennium’s print production team will work with you on your specific project to make sure we stay within your budget and hit your deadline. We will provide you with quality print pieces that will keep your company top of mind even after meeting with your customers.
Some of the Millennium team recently attended the Property Management Association’s Annual Marketing/Advertising Excellence and Leasing Professional Awards Ceremony at the Hyatt Regency in Bethesda, Maryland to cheer on our clients.
The Property Management Association’s mission is to provide members a significant return on their investment of time and resources, exchange knowledge, and offer practical education for the property management industry.
Doors opened at 9 a.m. on Wednesday, September 14 for Millennium’s Annual Marketing Expo and Educational Event. Following the theme of the Millennium School of Marketing, the team prepared to conduct interactive classes presenting the latest marketing tips, tricks, and tools to help businesses grow. Everyone’s energy was up as we began getting everything set up the afternoon prior. Factory representatives came flooding through the doors before the expo started, setting up their displays with cool new apparel and promotional products to showcase.
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