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Volume 1- Issue 3

PRIORITIES IN THIS ISSUE:

Take the First Step REACH NEW GOALS IN MARKETING 5 Best Practices for Multichannel Marketing

PLUS: 7 emotional triggers that get your customers to buy New research shows that print messaging beats out digital for marketing—and why

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INCREASE EFFICIENCY

SUSTAINABILITY PRODUCTIVITY

PREDICTABILITY

VALUE DRIVEN

Making an impact with print communications is crucial to both your business and your brands, and our experts in paper, sourcing and distribution will help you make them stand out with print solutions that are cost-effective, efficient and productive.

This project was printed using UBrand 80lb Gloss Text provided by Veritiv

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PRESIDENT’S LETTER

TABLE OF CONTENTS Reaction Time Pages 4-5

Teamwork Pages 6-7

Point of View Pages 8-9

Client Spotlight Page 11

At Priority Press, we continuously scan the landscape in three directions. We look at what we are doing right now, because we want to do it right for you. We examine past jobs to determine how to improve processes. And, we gaze into the future to discover what you will need next month, next year, and during the next decade. For many customers, the last quarter is the busiest time of the year. When we look at both the present and the future, we want to have the right equipment and enough capacity to serve you during your peak periods. Earlier this year, we undertook the building of a new addition. Now, it is complete. The extra space gives us plenty of room to expand departments and increase the size of our warehouse. We have also purchased a 6 unit 28’ x 40” press with in-line coating, significantly boosting our daily capacity. Warren Buffett said, “In the business world, the rearview mirror is always clearer than the windshield,” and I believe that. That is why one of the most important parts of my job is to talk to our customers about your needs. These conversations help me understand where we need to be investing to be your preferred partner today, and in the future, too. Best wishes, Joe Straka

President Priority Press

Priority Press •

888.955.PRINT • www.priority-press.com

REACTION TIME How can you use emotional triggers to sell more effectively? ave you been focusing on features and benefits in your marketing copy? When crafting your direct mail, email, and other marketing communications, do you focus on what your products and services do? If so, it might be time to consider using emotional triggers instead. According to copywriting guru Denny Hatch, there are seven triggers that tip readers over the edge and get them to act. These triggers are fear, greed, guilt, anger, exclusivity, salvation, and flattery. By pushing these emotional hot buttons, you can get powerful results. Let’s look at some common examples of these triggers that are familiar to us all.

Can you match these famous ad phrases with the emotional triggers used to draw customers in? Anger Fear

“Cutting your sun exposure is easier than cutting out skin cancer.” (SunSmart) “The new LS. You’ll buy it anyway.” (Lexus)

Exclusivity

“ You check his helmet. You check his training wheels. Shouldn’t you check the label on his juice?” (Juicy Juice)

Salvation

“ Our government has made a series of disastrous monetary decisions over the past few years.” (Ron Paul for President, 2015)

Flattery Greed Guilt

“ Enjoy a relaxing, crowd-free visit to the museum. Most exhibits will be open for after-hours touring.” (National Aquarium, Baltimore) “ Water is life. Yet 768 million people do not have access to safe, clean drinking water. You can help.” (UNICEF) “Because you’re worth it.” (L’Oréal)

Key: Fear (SunSmart), Greed (Lexus), Guilt (Juicy Juice), Anger (Ron Paul), Exclusivity (National Aquarium Baltimore), Salvation (UNICEF), Flattery (L’Oréal)

Priority Press •

888.955.PRINT • www.priority-press.com

ÂŠ iStockphoto.com/Andresr (race); dejanj01 (emoticons)

REACTION TIME

TEAMWORK

Reinforce your marketing message with multiple channels that work together toward a common goal 6

5 BEST PRACTICES FOR MULTICHANNEL MARKETING There is an old saying that two are better than one. That applies to marketing channels, too. Combining channels reinforces the message, keeps you top of mind, and amplifies results. Let’s look at five best practices from the field.

TEAMWORK 1. JUST DO IT. New to multichannel marketing? Try a simple one-two punch. Combine direct mail and email. Or direct mail with mobile video via QR Code. Add social media sharing buttons to your blog posts and e-newsletters. These are simple first steps that anyone can do. You can add other components over time.

2. KNOW THE STRENGTHS AND WEAKNESSES OF EACH CHANNEL. Marketing channels are not interchangeable. Each has strengths and weaknesses, so know the pros and cons of each one. Match each channel to the appropriate stage of the campaign.

4. USE SOCIAL AND MOBILE CHANNELS TO REINFORCE PRINT. Print should be the bedrock of any long-term marketing strategy, and social and mobile channels are one of the most powerful ways to boost its effects. For example, when Stage Stores sought to leverage the back-to-school shopping season, it used short codes. The ad campaign ran both in-store and online and prompted shoppers to text a code for a chance to win a new car or instant prizes. While opting in, customers were able to indicate the channel (SMS, voice, or email) and the type of offers they preferred to receive. This paved the way for more relevant communications that honored their customers’ preferences in the future.

3. KNOW YOUR CUSTOMERS’ CHANNEL PREFERENCES. For some campaigns, you may want to use multiple channels to reach the same recipient at different times and in different ways. Other times, you may want to communicate primarily or initially through their preferred channel(s). For example, if you offer a company newsletter, don’t just assume everyone wants either the print version or email version and send everyone the same thing. Ask which channel they prefer, then honor their request.

Multichannel marketing doesn’t have to be hard. You just have to start somewhere. Need help? Give us a call. That’s why we’re here.

Priority Press •

888.955.PRINT • www.priority-press.com

5. BREAK DOWN THE SILOS. Silos exist in marketing (demographics), purchasing, IT (web forms), customer payments, and customer service, among others. When you think multichannel, start thinking about integrating non-order information such as social media usage, channel preference, and web activity. This can seem overwhelming, so start small—one component at a time.

POINT OF VIEW

Point of View PRINT BEATS OUT DIGITAL FOR ENGAGEMENT AND RECALL Want people to react to your marketing message? Be able to recall the details later? Use print! Research continues to pile up that the human brain responds differently to the printed word than it does to electronic copy. A neuroscientific study sponsored by the Postal Service Inspector General’s office (USPS OIG) has found that printed ads are superior to those viewed online in seven out of nine categories. While digital ads seize attention more quickly, the study found that print ads hold attention longer, elicit a stronger emotional reaction, and play a greater role in the ultimate purchase decision. Researchers used three methods to determine the effects of the ads on the subjects of the study. Eye tracking measured visual attention. Fingertip sensors monitored heart rate, respiration, and perspiration to track emotional engagement. MRIs were used to uncover deep brain activity.

The results? Print came out on top in the following areas: • Amount of time spent with the ad • Amount of information processed or absorbed from the ad • Emotional reaction to the ad • Accurate recall of the ad source and content • Quick and confident recall of the ad source and content • Subconscious desire for the product or service • Subconscious value placed on the product or service

These benefits are amplified in the personalized environment, where consumers are already paying more attention, especially to print. Consumers expect email to have a personal component. In print, however, personalization stands out. Does this mean that you should ditch email in favor of personalized print? Absolutely not. The best marketing results continue to come from campaigns that combine channels. For example, an independent optician’s campaign recently targeted 1500 lapsed clients using print as its base. It segmented the campaign into four groups: men under 40, women under 40, men over 40, and women over 40. Each of the four target groups was sent a personalized postcard inviting them to fill out a survey on their vision needs in

Getting Personal

15%

So if you’re looking for maximum results, keep print the bedrock of your marketing campaigns. Layer in other channels, including digital channels, to support and reinforce the message— and make it personal.

Source: International Data Corporation (IDC) “FutureScape: Worldwide CMO/Customer Experience 2015 Predictions” web conference

Wealthy & Wise

44% of affluent consumers surveyed named direct mail as their way to learn about brands (last 30 days). Source: “Shullman Luxury, Affluence and Wealth Pulse” (2015)

exchange for a $75 voucher to be used toward their next visit. The optician followed up with nonresponders using personalized email reminders. All respondents received personalized follow-up emails. The result was 500% ROI.

By 2017, of B2B companies will use more than 20 data sources to personalize high-value customer journeys.

We can dress you for ANY occasion. What does your company’s apparel say about you? Custom apparel is a reflection of your company’s brand and should be just as unique. Priority Promotions is committed to innovative designs, quality products and exceeding expectations. Let us develop a line of products that does your brand justice.

Your Brand is Our Priority

855.955.PROMO  www.priority-promotions.com

CLIENT SPOTLIGHT

Helping Ensure Every Kid is Healthy and Ready to Learn Action for Healthy Kids (AFHK) is a national non-profit working to promote and improve school-based foods, nutrition education, physical activity and physical education. Founded in 2002, by former U.S. Surgeon General David Satcher, AFHK addresses the epidemic of overweight, sedentary, and undernourished youth by focusing on changes in schools to improve school health and wellness. Headquartered in Chicago, Illinois, the organization has more than 95,000 active volunteers in all 50 states and the District of Columbia. In 2014, AFHK reached 12.9 million students and 29,000 schools through funding, technical assistance, and sharing materials and resources on school breakfast, physical activity, nutrition initiatives and school wellness policy. In 2013 AFHK launched Every Kid Healthy Week, an annual national observance during which schools celebrate their health and wellness accomplishments. Participation has grown from 50 events and 26,100 participants in the first year to more than 1,500 events and 800,000 participants in 2015. Success stories abound. •

At Edgewood Primary School in Ellettsville, Indiana, the staff used a grant from Action for Healthy Kids to create an afterschool program called “Fueled Up for Fit Fun,” in partnership with students from the IU Health Strong Schools initiative and the IU School of Public Health, to get students moving and learning about healthy habits.

• At Northpoint Elementary School in Tuscaloosa, Alabama, a grant was used to teach the staff about brain breaks. This fun activity uses short bursts of

exercise to increase student attentiveness when students are at their desks for extended periods of time. •

At the Sherman Early Childhood Center in Fort Morgan, Colorado, Alli Howe worked to create a Parent Wellness Team, helping to institute a Birthday Foods Policy to celebrate students through healthy food choices.

Due to the overwhelming growth and success experienced by the organization, in 2015, AFHK sought a marketing partner who could understand the branding requirements of the organization and had the right mix of services to increase efficiencies. With the ability to handle print collateral, direct mail, branded apparel, premiums, automated fulfillment and cloud-based marketing portals, Priority Press had everything AFHK needed. AFHK is working with Priority Press as the single source vendor, replacing seven existing vendors. AFHK continues to push towards its vision that every kid is healthy and ready to learn. They plan to increase the number of grants given to implement “Game On,” their flagship program helping schools implement health and wellness programs. Other initiatives include a new online portal enabling schools to access the CDC’s School Health Index to help improve their health environment, and an online volunteer matching system to help schools recruit volunteers and local resources. Action for Healthy Kids supports a great cause that affects us all, and Priority Press is proud to be their partner. To learn more or to donate, go to www.actionforhealthykids.org.

Priority Press •

888.955.PRINT • www.priority-press.com

Welcome to the latest issue of Priorities. This newsletter is designed to provide you with information that will keep your 1:1 print campaigns cutting edge and profitable.

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Build a solid marketing plan that starts with a foundation of print.

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The Power of Print U.S. digital color printing volume is expected to double from 160 million impressions in 2013 to 320 million impressions by 2018.

Source: InfoTrends (2015)

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