August/September 2014
by NextPage
Hyper local
How to get close to your customers
You Are Here
INSIDE Getting hyper | 6 Oh no he didn’t | 10 Trending with... | 14 Hook, line and sinker | 15
Are you confused with the new marketing landscape?
Marketing Automation Social Marketing Lead Nurturing Cross Channel Marketing Are you frustrated by the myriad of choices?
Social Media
Web Marketing
Direct Mail Trade Shows EMail PR Mass Marketing
Print Is the Original Content Marketing Strategy! That’s right; we said it! Print IS content marketing and when you marry print with all the other marketing channels available, you have a well-rounded AND highly effective marketing campaign. Let’s look at the numbers: Response rates of cross-media marketing campaigns continue to show solid results. A recent analysis of 1,856 cross-media campaigns in 30 vertical markets showed an average visit rate of 6.5 percent and an average response rate of 4.5 percent. Results for some markets included:
• Education: 3.3 percent visit rate and 2.1 percent response rate • Nonprofit: 5.3 percent visit rate and 3.5 percent response rate • Financial: 4.6 percent visit rate and 3.1 percent response rate • Insurance: 5.6 percent vist rate and 3.6 percent response rate • Arts, Media and Entertainment: 7.3 percent visit rate and 5.9 response rate
See how NextPage combined print and e-mail communications for a client that delivered more effective communications while reducing costs by more than $25,000. Learn more at http://nxtpg.co/FCAmkt or scan the QR code.
goNextPage.com
publisher’s letter
The only trend that matters E
very year, the pundits present the hottest trends in marketing. They highlight the latest in social networks, mobile access and content strategy. But one trend that will never go out of style is being customer centric. No matter what channel you choose to use, connecting is what matters. Regardless of the vehicle, you’re defined by the company you keep. When leadership teams discuss their value, the talk always comes back to the client. While there is an unrelenting need to define yourself by the products you make or the services you provide, the fact is that your value cannot rest within those items alone. You simply cannot be defined by what you make because those things can be duplicated, commoditized and tossed aside for the latest trend.
CONTENTS 03 Publisher’s Letter The only trend that matters
04 The Inbox
No matter what channel you choose to use, connecting is what matters. Regardless of the vehicle, you’re defined by the company you keep.
06 Getting hyper
Consider a brand like Polo, where the iconic logo means more than the actual clothes. Polo shirts mean almost nothing without that little horse and jockey attached. But the logo doesn’t mean anything without the people who want to wear it. The clients who don Polo’s apparel are aspiring to a higher sense of self. In turn, they wear the logo to say something about who they are and the communities they associate with. The greatest marketers understand this premise. Certainly, the avenues of communication are critical, but an overall mindset focused on the customers they serve will always prevail. They realize that what defines them is more about who their clients want to be rather than the products they produce. As a result, their products and services are a direct reflection of their communities and their overall value is explicitly clear. In this issue, we delve into one of those “top trends.” Going hyper local typically is relegated to a mobile marketing strategy. But we took a little different spin in “Getting Hyper.” We believe you can be just as hyper local with print or any other marketing service. Either way, getting up close and personal with your clients is a sustainable trend. In our second feature, “Oh No He Didn’t,” we highlight the merits of being a little different with your marketing campaigns. While standing out from the crowd can be difficult, it’s usually a great way to get noticed. In that vein, we hope this issue gets you noticed and, as always, we are eager to help you stand out with your clients. Enjoy the issue.
14 Trending with...
Warmest regards,
Gina M. Danner
3
4 ways you can win the local marketing game
10 Oh no he didn’t Why out-of-the-box marketing campaigns can work
Social media expert Dan Grody
15 Hook, line and sinker Which social sites are winning the war of engagement?
Publishers Gina M. Danner
Managing Editors Rosanne Kirn Kallen Leak
Art Direction Brent Cashman • Creative Director Jaime Hill • Graphic Designer Connect is published bimonthly by NextPage 8300 NE Underground Drive, Pillar 122 Kansas City, Missouri 64161 © 2014. All rights reserved For more information, contact us at 800.660.0108 or visit goNextPage.com.
To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.
4
The Inbox
Local store mark Who spent the most on local advertising in 2013: Retail: $25B Automotive: $16B General Services: $16B Restaurants: $13B Financial and Insurance: $13B
eting,
The local industry is projected to grow to more than $42.5 billion by 2015.
Source: Radiate Media
Source: Huffington Post
91
%
Source: Digiday
National brands are betting big on local marketing, with 91% of those surveyed expecting to up their investment on digital local marketing in 2013.
August/September 2014 • Connect by NextPage
93% of Shoppers use the internet to find your store. Source: Amplify local marketing
93%
5
a t t e m t r i ? s e do 75% buy lunch 4 to 5 days a week.
Companies that focus on integrated processes for local marketing enablement will increase revenue by 15-20% by 2015.
95% eat within 1 mile of where they work. Source: Amplify local marketing
Source: Chief Marketer
90% Travel less than 10 minutes for meals.
Source: Amplify local marketing
In 2013, local advertising made up 67.1% of all U.S. advertising.
Source: Amplify local marketing
Source: Radiate Media
To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.
6
You Are Here
August/September 2014 • Connect by NextPage
7
Getting hyper 4 ways you can win the local marketing game
M
By Lorrie Bryan
y local grocery store is like a small-town market from a bygone era. The produce is fresh, mostly organic and locally grown; the shelves are stocked with wholesome foods made from the finest natural ingredients; the butchers, bakers and other employees are friendly and helpful; the seafood is certified sustainable, the chicken is free-range and the eggs are cage-free. The air carries the aroma of hearty baking bread, freshly ground coffee and fresh-cut flowers. In addition to offering all of my favorite healthy foods, my congenial grocer is a good neighbor. It donates considerably to area food banks and shelters, helps local school kids create gardens, makes loans to area farmers and each month provides breakfast for the volunteers who keep the nearby beaches clean.
Ironically, this quaint market belongs to a national chain that has become the eighth largest public food and drug retailer in the country (it ranks No. 232 on the Fortune 500 list). In 2013, it enjoyed record profits and $13 billion in sales. And its employees love the brand, too. Whole Foods Market offers terrific benefits and a fun, friendly work atmosphere. The company’s exceptional work culture has garnered a spot on Fortune magazine’s “100 Best Companies to Work For” every year since the list began in 1998.
To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.
8
Getting hyper
Three-quarters of US consumer spending occurs at retail locations within 15 miles of consumers’ homes. – MarketingProfs
August/September 2014 • Connect by NextPage
One of the reasons for Whole Foods’ continuing success is its focus on local marketing. The grocer realized that its customers’ needs are different and vary from region to region, resulting in region-specific social accounts and content marketing strategies. It builds tremendous brand loyalty and trust by integrating its stores into the various communities it serves. And it all starts with its mission and concurrent strategic marketing plan. Most small businesses would benefit from putting more resources toward marketing to local consumers. According to a 2013 article from MarketingProfs, three-quarters of US consumer spending occurs at retail locations within 15 miles of consumers’ homes. That is a staggering statistic, one that cannot be ignored by businesses in the B2C environment. When one considers the convenience of online shopping today, it is clear that the small business owner needs to focus on hyper local marketing and it all starts with a solid plan. A marketing plan can include social media, direct mail, mobile messaging and/or automated marketing campaigns. Following are examples of how you can create loyalty and trust in your market:
1
I ntegrated marketing campaigns
When retailers, such as Whole Foods, open a new store, they frequently launch an integrated marketing campaign that begins when local residents receive a directmail invitation to a grand-opening celebration. The invitations typically include information, such as explanation of the company’s mission, a list of local partnerships and coupons for free merchandise. A select group of local community and business leaders may receive an invitation to a pre-grand opening that features free food, local vendor promotions and live music provided by local live music provided by local talent, such as an area high school. Direct mail is still an important part of many successful marketing campaigns. Direct mail is usually perceived as one of the least intrusive forms of advertising, and despite changes in the way we communicate; many people still look forward to going through their mail every day. Many successful marketing campaigns begin with a direct mail piece that engages the reader and directs them to take action. Perhaps they will download an app, visit a personal URL (PURL) or go straight to the brick and mortar location for a special offer. When the content of direct mail is relevant and personal, there is even greater potential to engage and nurture a relationship, and build brand loyalty.
9
2
Relevant content
The rising popularity of social media has led many business owners to create a presence on Facebook, Twitter and other social sites. The challenge is just having a presence is not a marketing strategy at all. Business owners need to think first about their goals with regard to social marketing. Strategy should be crafted around desired outcomes. Locally focused social strategy would include taking an active role in community conversation, building relationships over time. The focus should always be on the customer, not the network. The network is simply a vehicle to execute the strategy. For example, Whole Foods successfully engages customers by offering useful, relevant content through a bimonthly 20-page newsletter that features healthy budget recipes, seasonal deals, recipes for in-season produce and several pages of store coupons. Facebook pages share store photos, event reminders, great recipes and customer reviews. Users of the iPhone and iPad can download a Whole Foods app that offers more than 3,000 recipes and the ability to create a shopping list for a particular recipe with one click.
3
Marketing automation
Companies can use vehicles, such as newsletters, to get customers to coupons via an automated marketing program. Automating your marketing is easier than ever given the ever-growing number of marketing automation tools available today. There literally is a solution for every type of business. With so many things to keep up with like your blog, social posts, newsletters, your web site and more, it’s nearly impossible to do that manually without missing something.
4
Unique customer experiences
And while coupons are great, Andrew Davis, author of “Brandscaping,” says that businesses should not rely on them to build loyalty. “Brands should think about creating an experience so good they don’t need discounts and promotions. For example, instead of sending a discount for a product or service (which cuts into your profit for your most loyal customers), ask yourself what you can do to inspire them to come back? What can you do to get them excited about telling others about what you do?” Davis points to special events, such as meet-and-greets and educational seminars, as ways to create excitement and interest around your brand. The key is to create an ubiquitous, upbeat vibe that makes people want to be a part of what you are doing. Businesses that focus on local community brand building have an opportunity to truly build a base of local fans and supporters. If this is done well, the business becomes part of the individual’s story. For a customer, it is much more appealing to be part of the story than the target of a promotion.
To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.
10
Oh no he didn’t Justin Ahrens @justinahrens – June 8
Day 10 wheels4water ride is done! Great ride in Ohio and through the great city of #Cleveland now for… _instagram.com/p/pAMScttr0/
Why out-of-the-box marketing campaigns can work By Michael J. Pallerino
W
hen you’re the oldest water development nonprofit in the country and driven by deep-rooted Christian
beliefs, it’s easy to see why you might be overshadowed by the more flashy water organizations that have cropped up over the years. That was the challenge for Lifewater International. Not that
an organization that’s dedicated to effectively and sustainably serving the world’s rural poor through integrated water, sanitation and hygiene programs is complaining. Its work – training, equipping and empowering local partners around the world to provide their own communities with safe water – stands on its own. August/September 2014 • Connect by NextPage
In the world of marketing— which runs the gambit from traditional to strategically sophisticated to in-yourface and out-of-the-box campaigns—getting to the end game (exposure, excitement, engagement, etc.) is the goal.
But when Rule29, an award-winning suburban Chicagobased strategic creative firm, was looking to refresh the brand, it sought to create a more attractive way for younger, more engaged populations to take stock in the Lifewater story. And there was an added incentive: Rule29 founder and principle Justin Ahrens wanted to help the organization fund its water and sanitation program in Lira, Uganda. The end result was what would become known as “The Ride.” Ahrens and Brian MacDonald, owner of Wonderkind Studios, decided to create Wheels4Water – a 1,000-mile bike trip that would start in Boston and end in Chicago. The ride surely would get people’s attention. How could it not? To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.
12
Oh no he didn’t
The baseline goal was to raise $40,000 to provide 1,000 people in Lira with access to clean water and sanitation resources for life. The broader goal was to use the ride as a platform for spreading the word about Lifewater and the work that it was doing. And the ultimate goal was to create a campaign that Lifewater could regenerate year after year to continue to raise funds and awareness. So, through a variety of mediums (video, social media, print and digital advertising, etc.), Rule29 launched a multi-faceted marketing campaign aimed at broadening Lifewater’s audience and creating opportunities for its future development as a brand. “We found the organization to be incredibly compelling, not only because they are so effective at addressing the worldwide water and sanitation crisis, but because they believe so deeply in the importance of the work that must be done,” Ahrens says. “They often had chosen less in-your-face marketing techniques. We wanted to change that.” In the world of marketing—which runs the gambit from traditional to strategically sophisticated to in-your-face and out-ofthe-box campaigns—getting to the end game (exposure, excitement, engagement, etc.) is the goal. Take what Domino’s Pizza did in 2011. In an effort to leap out of the box, the pizza chain moved its marketing efforts into real time by allowing live Twitter comments from its customers to be displayed on a Times Square billboard in New York City. The campaign, which ran for several weeks, inDavid Cooperstein cluded customer comments
“ If the creative isn’t a bit outrageous, the client should be outraged.” At right, Justin Ahrens and Brian MacDonald get ready for their Wheels4Water ride. August/September 2014 • Connect by NextPage
– Steve Greenblatt, Senior Marketing Executive, ThinkPatented
13 “ The digital landscape is increasingly fragmented making it difficult to engage consumers with traditional media executions online, mobile devices and on social media.” – Scott Reese, CEO & Co-founder, blurbIQ Inc
of activities, including watching a video featuring the clothes and the ability to peruse a Steve Greenblatt lookbook. The ads were set up so that users didn’t have to navigate away from the page they were on to enjoy the content. But, if (good, bad or neutral) on a so inclined, they could head to the Macy’s 4,630 square-foot billboard. site to purchase the clothing or share the ad The comments-filtered for bad campaign across different platforms (online, language and appropriateness, mobile, tablets, etc.) on various social media but not for sentiment-were platforms, including Facebook and Twitter. culled from what was called the Interactive media advertising company Domino’s Tracker. The device blurbIQ created the 300x600 and 300x250 allowed Domino’s customers to banner ads. The firm’s strategy was to invite track the progress of their pizza consumers to take part in the advertising, orders online. Consumers whose where they are going to touch and discover comments were used also reScott Reese additional brand material. ceived a link to a video clip of “The digital landscape is increasingly fragmented, making it difficult their comments as they ran on the billboard. to engage consumers with traditional media executions online, mobile When it comes to billboards, David Coodevices and on social media,” says Scott Reese, CEO and co-founder of perstein likes to talk about a Southern CaliblurbIQ Inc. “The strategy was to encourage consumers to scratch off the fornia campaign Audi ran when it introduced call to action layer, all within the ad unit without having to leave the pubthe A4. The brand put a billboard up with the lisher page. The average time spent in unit was more than 60 seconds.” line, “Your move, BMW.” Shortly thereafter, a Steve Greenblatt has seen his share of unique marketing campaigns. Santa Monica, Calif., BMW dealer struck back with a billboard that With more than 40-plus years in the advertising world game; his stories claimed, “Checkmate,” after the launch of BMW’s latest 3-series. The are endless. One of his favorites is the Kryptonite-Moses campaign. move escalated when Audi put, “Your pawn is no match for our king.” By the early 1990s, Kryptonite Lock had established a leadership above its R8 supercar sign. It was outdone by British high-performance position in the physical security industry – largely in the bicycle and motorcarmaker McLaren Automotive, which commissioned a blimp to do a cycle markets. To appeal to a broader consumer constituency, they wanted flyover with a sign that declared, “Game Over.” to establish an impactful, quick and universally understandable message. “Dueling billboards; it was the perfect set up for ad campaigns As a theft deterrent, the no-brainer solution was to play off of the eighth to come,” says Cooperstein, the CMO at Simulmedia who has been commandment (thou shall not steal). involved in a number of brand and product launches, as both an analyst And, as luck would have it, the product had roughly the same and practitioner. shape as the fabled stone tablets that Moses was said to have carried down from the mountain. Suddenly, the product became its own Did you see that? positioning line, and the brand gained overnight traction in many new The banner ads. They are hard to ignore. Now, whether you remember markets and became the “household term” for U-locks. what you see is an altogether different story. Macy’s set out to change Greenblatt, who today works as a senior marketing executive for all of that with a banner ad campaign it conducted for the apparel brand ThinkPatented, a cross media marketing and printing company in MiMaison Jules. amisburg, Ohio, says that out-of-the-box campaigns should be someThe campaign didn’t rely on static images and text. Instead, it thing every brand strives for. “If the creative isn’t a bit outrageous, the enabled users to “scratch and “peel” banner ads that revealed 12 client should be outraged.” different Parisian-themed outfits. Buttons offered options for a variety To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.
14
Q&A: Interview with Dan Grody
Trending with ... Social media expert Dan Grody
D
an Grody knows a good tune when he hears one. As a partner at Tellem Grody, the agency counts on his diverse musical taste to drive its consumer product, music and social divisions. He also spearheads all of its social, youth marketing and entertainment-related projects. Not bad for the former intern, who methodically worked his way up the corporate ladder. After studying music professionally, Grody began expanding that end of the practice within the agency by adding clients such as, LAMA College for Music Professionals, Drum Channel, Mannheim Steamroller and Cradle Rock. Here are his insights on what social should mean to your brand.
Building organically takes a lot of time. … Figure out how to humanize your presence online. It’s about people, not brand logos. What’s everybody missing when it comes to what social media means to a brand?
For starters, you must know your audience and the emotional reasons they engage with your brand online. Also, many businesses and brands entering the social media landscape need to know their presence is not about quantity of followers, but quality. After you have a genuine understanding of your audience, it’s important to map out your strategy for your social media presence. Many businesses jump into more platforms than they’re prepared to handle or they don’t understand the makeup and demographics of each platform. So, figure out which platforms are most important to your customers, and then find what would inspire them to follow your brand and engage with your content. August/September 2014 • Connect by NextPage
So, you don’t want to sell them here?
No, do not aggressively spam or sell your followers. That’s the quickest way to turn people off. They don’t log into social networks to see your advertisements. They want to feel closer to your brand, get inside information and learn about things first. Remember: You don’t own social media. Use it to engage and listen to your customers, and then drive traffic to your website (which you own) and build your email databases (which you own). Many small businesses will put the youngest person in the office on social media duties when it should be managed by a seasoned communication or marketing professional. Social media execution requires more knowledge than having grown ups using Facebook.
How should expectations be gauged when you set out into the social world?
Social media is just one of many tools you can use in your marketing and PR campaigns. Don’t expect something to go viral just because you have a Facebook page or YouTube video. Define the ultimate goal of your social media presence. Set precise, realistic goals and objectives. Stalk your competitors and research engagement benchmarks for your industry.
What’s the one thing every brand should expect from a social media campaign?
Expect that social media is a very serious commitment. Building organically takes a lot of time. You’ll need to budget for paid/sponsored features to expose your content to larger audiences. You can’t just post content once a week and expect to get much from it. Figure out how to humanize your presence online. It’s about people, not brand logos.
Can social media really help build a thought leadership position?
Absolutely. You can be an influencer and master of your topic online if you can handle disagreement or perhaps even be proven wrong. But hang in there, and you’ll win over fans – people who will defend you and support your statements online. It seems so obvious, but instead of being all about self-promotion, figure out how you can actually help your customers and answer their questions, and you will become the voice of your market.
Before you go
15
Hook, line and sinker
Which social sites are winning the war of engagement?
L
ike my post. Retweet me. Check out this video. We get it. We spend an egregious amount of time on social media. So, where do we spend the most time? According to Shareaholic’s “Social Referrals That Matter” report, YouTube, Google+ and LinkedIn are driving the most engaged social referrals to websites. The study examined six months of data across its network of 200,000-plus sites and more than 250 million unique monthly visitors. Here are the sites we love the most:
To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.
connect
ADDRESS SERVICE REQUESTED
by NextPage
8300 NE Underground Dr., Pillar 122 Kansas City, MO 64161 goNextPage.com | 866.938.3607
NextPage attains G7 Master Printer Status Why should I care about the G7 designation? G7 Master Printer status means that your print service provider is following the highest industry standards to meet your quality and color requirements, no matter the press your piece is printing on.
I have strict quality standards. How does NextPage make sure my pieces look right every time? Buyers believe the similarity of the visual appearance across print products is critical; many now make G7 a buying requirement. At NextPage, we have been tested and given the recognition by a third party that we are following the best practices in the industry to ensure that your pieces meet your strict quality guidelines.
Aren’t all print service providers doing the same thing? Good question and the short answer is NO. We are one of less than five commercial print service providers in the region that have the G7 Master Printer designation. Why wouldn’t you want to work with those that have gone the extra mile?
Would you like to learn more about how a G7 Master Printer can help your organization achieve outstanding brand consistency? Visit nxtpg.co/G7printer