Anticipation is Your Friend: The Art of Teasing a Product or Service Before a Proper Launch

thinkstockphotos-77740401All of your print marketing materials should be designed to evoke an emotional response. Most of the time when you’re marketing a product or service, your goal is to convince people to spend money on what it is that you have to offer AFTER the fact. This is time consuming and isn’t always successful, especially in a crowded sea of competitors. But what if there was a way for you to start your print marketing momentum well in advance of the actual product or service’s release? What if there was a way to build so much momentum leading up to that day that all of the hard work from a marketing perspective had already been done for you?

Luckily, there is a way to accomplish all of this and more. By spending your marketing dollars pre-emptively and teasing the launch of your product or service well in advance, you can build the type of hype that will continue to pay dividends for a lifetime.

The Most Efficient Marketing Engine on the Planet – Disney

Perhaps the most powerful marketing machine in existence belongs to The Walt Disney Company – and this isn’t just because they seem to have unlimited financial resources at their disposal. Consider the masterful way that they built anticipation for “Star Wars Episode VII: The Force Awakens.” Starting a full year out from the premiere of the movie, a teaser trailer was released to build anticipation. Since that opening salvo, we were bombarded with a steady stream of marketing content, from tie-in comic books to a toy launch event that was treated as a national holiday, and more. Anticipation for a new “Star Wars” film could not have been higher going into its release, but what did all of that marketing really tell us about the film itself?

The answer is “not much.” People knew what it was called, knew who was in it, knew it had the words “Star Wars” in the title and very little else. So, why was the hype going into the release of the film so massive if people actually knew next to nothing about it, let alone whether or not it would be good? Because of the power of “anticipation” in action.

Little By Little

When building anticipation for a product or service ahead of its release, the key is to understand just how powerful saying very little can actually be. You don’t want a print marketing material to literally say “this is what this does and this is why you want it.” Doing so removes the air of mystery from the proceedings, which is one of the key ingredients when building anticipation. You need to focus on core images or small facts that only hint at a much larger whole. You want people to say to themselves “I NEED to know more about what this is,” because at that point you’ve got their attention. Once you have their attention, the actual product or service itself can help make sure that you never let go.

Focus On the Problem, Not the Solution

Say you had a product or service that made it easier for stay-at-home moms to get the kids off to school in the morning. If you wanted to build anticipation in your print marketing materials, you might focus on that particular problem above all else. The different waves of your campaign would be devoted to essentially confirming what they already know – “kids tend to not be cooperative in the morning, if only you had more hours in a day, it’s difficult to manage your own schedule and theirs at the same time, etc.” Then, you might tease with a bold statement like, “We’re about to change all that. Stay tuned for more information,” and continue to hit them with additional marketing materials in the run-up to the actual launch.

Not only have you appealed to their sentiments and hinted at how you’re about to change their lives in an emotional way, but you’ve also begun to build anticipation at the same time. The great thing about anticipation is that it tends to snowball – if you can get a customer excited today, your focus can then become on KEEPING them excited, which is significantly easier and less time consuming than getting their attention in the first place.

Anticipation is one of the single best assets that you have in your quest to connect with your target audience in new and meaningful ways. If you can play the “anticipation game” in the right way, you won’t have to worry about convincing people to engage with your product or service when it launches. They’ll come directly to you – they practically won’t be able to help themselves.

Print Marketing – What Was Once Old is Now New Again

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Recently, a prospective client said they wanted to get customers’ attention through non-traditional marketing using printed products. Who knew that in 2016, the printed word would be considered “non-traditional?” Non-traditional? We’re saying this about a medium that was developed back in the 1400’s by Johannes Gutenberg! While Webster’s (of dictionary fame) mind might be little blown by this reference, when you think about it, it actually makes a lot of sense.

For the past two decades, digital media has been rapidly replacing many of our formerly traditional ways of doing things, from watching television, reading the newspaper, to yes…print marketing. With the democratization of information that the internet has brought, more and more people are consuming this information digitally. Social media and search engine algorithms target our interests and bombard us with advertisements directed at those interests, to the point that we’ve become immune to the ancillary advertising “noise” that surrounds the article that we are reading online. Ad-ridden blogs and online media are now considered traditional.

Getting Attention With Quality Print Marketing Materials

A well-designed print marketing device can effectively break through the noise and grab your customers’ attention. Print marketing can take on many forms, including:

  • Business Cards: Different shapes, sizes, die cuts, and formats grab people’s attention and make for some great talking points that help build relationships.
  • Invitations: Having a grand opening or special occasion? Send out printed invitations and make people feel they are connected.
  • Postcards: Whether for direct mail purposes or periodic sales or coupons, postcards can bring in a surprising amount of business.
  • Menus of Services or Products: Printed on high-quality paper with excellent design and copy, these types of marketing products add personality to your business.

Poke Your Customers Periodically to Keep Yourself on Their Minds

Marketing doesn’t end when the sale is made. Customer retention is a key part of a successful marketing plan. Following up with the customer can increase retention and build loyalty. Sure, you could send them an email, but really, email is where messages go to die. Consider instead a few timed mailings to keep them engaged, such as:

  • Thank You Cards: Sending out a card thanking them for their purchase and providing a time-limited discount on their next purchase makes customers feel appreciated and welcome.
  • Seasonal Postcards: Consider seasonal postcards with loyalty discounts on relevant seasonal items.
  • Referral Cards: Create loyalty and more business by sending out referral cards to encourage your customers to spread the word. You could also offer a discount to both the existing customer and the new customer they bring in.
  • Stickers: Put your logo, tag line or a branded and relevant inspirational quote on a sticker to put on cars, computers, water bottles, and other personal gear.

Obtain Thought-Leader Status With Print Magazines or Newsletters

While many of the more traditional news magazines are transitioning to digital-only formats, the fact of the matter is, 80% of individuals who read newspapers read them in print. People actually trust written content more than they trust online content. This is true of both information and of advertising. So, depending on your industry, it may be a good idea to create a periodical print magazine or newsletter to give your customers or prospects informative and entertaining news and information that they will be excited to get each month, quarter or year.

Want to try this “non-traditional” marketing? We can help design, print and mail all your print marketing pieces. Call (847) 768-2679 or email us today at files@copyset.com!

Is Your Message Being Diluted in Your Marketing Materials?

thinkstockphotos-478254383When it comes to the marketing materials that you’re putting out into the world, there is nothing more important than the factor at the heart of it all: your message. Ultimately, the best-looking print mailer, poster, or other material in the world won’t mean a thing if you don’t have the clear, concise message in the center of it to back it up. If you’re worried about whether or not your design instincts are getting the better of you, and you are, in fact, diluting your message in your marketing materials, you can use these delightfully simple tips to find out.

 

Are You Overloading the Reader Visually?

Graphics, interesting font choices, and more can all be great tools to help get your message across to readers – but they should be complimentary, not supplementary. Every element that you use in your materials that is not contributing to your message is only taking away from it – never forget that. If your materials have swayed decidedly in the direction of “a lot of style, very little substance” in that you’re loading them up with tons of bright colors, flashy logos, images and more, there’s a great chance that you could actually be accomplishing the exact opposite of what you set out to. Start designing your materials with your message in mind and then lay everything else around it. Don’t design the best-looking print material you can and THEN try to cram your message in there somewhere.

 

Does it Take Longer than 30 Seconds to Discover Your Message?

In order to achieve a maximum level of effectiveness, your message needs to be as simple as possible. “This company is the one you can trust.” “This product is the one that can solve your problems.” “This service is the one you need to make your life easier.” These are (admittedly simple) examples of marketing messages that can be identified and absorbed quickly and easily. If it takes longer than 30 seconds for your target audience to realize what you’re trying to say, you’ve probably already lost them. Trust us – you don’t have that kind of time.

 

Do You Have Enough White Space?

White space is undoubtedly the best friend that you have when it comes to the print marketing materials that you’re designing. People don’t want to read a wall of text to find out what you’re trying to say – they want to be spoken to directly and succinctly. If brevity is the soul of wit, white space is the brevity equivalent when it comes to your marketing message. If you design a particular material and have very little white space left over at the end of the process, the chances are high that you should probably take another look. There are undoubtedly elements, whether graphics or text or something else entirely – that you can drop without harming what you’re trying to say.

Anything that isn’t directly contributing to your marketing message is only serving to take attention away from it, which is absolutely something that you do not want under any circumstances. People shouldn’t have to work to figure out what you’re trying to say – it should be immediately clear. By keeping these few, core tips in mind regardless of the type of material you’re designing, you’ll place yourself in a better position to establish a direct line of communication with your target audience in the exact way that you intended.

Emotion in Print Marketing: What it Means and How to Do It Properly

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In some ways, the most important goal of any piece of print marketing isn’t merely to act as an educational tool for your target audience. While conveying the message of what your product or service does and why they need it is integral to the success of your campaign, it is only one small part of a much larger goal. One of the major keys to success in advertising involves evoking an emotional response from people, which is something that print marketing as a medium can do quite well – if you approach it from the right angle.

What Does “Emotion” In Print Marketing Actually Mean?

To boil it down to its essentials, invoking an emotional response from a person who views a print marketing material means that you’ve gotten them to think more than just “I understand what this product does” at the end of a piece. You don’t necessarily want to leave a person with the idea of “this particular product will help solve my problem” per say – you want to leave them with a sense of “Not only will this product help solve my problem, but it will also make me happier at the same time.” You want them to long for the emotion every bit as much as they do for the product, which is where the real success of this technique rests.

Nostalgia is the Key to the Emotional Response

One of the single best ways to inject emotion into your print marketing is through good, old-fashioned nostalgia. Even if your message is framed in a way as simple of “Things used to be great, but now you have a problem. With X product or service, they can be great again,” you’re going a long way towards tying your particular product or service to emotional past experiences that the customer has had. This lets them both acknowledge that they long for the days where things were much simpler and gets them to realize that with what you’re offering, they may just get there again.

In the AMC television show “Mad Men,” set against the backdrop of the 1950s print advertising industry, Don Draper at one point early on creates an astounding pitch for the Carousel from Kodak. For those unfamiliar, the Carousel was a slide projector that made it easier than ever to enjoy all of the wonderful photographs that you’ve taken over the years on a much larger scale than ever before.

Don didn’t just zero in on this functionality, however – in an impassioned speech to the Kodak board, he talked about how the Carousel was much more than just a slide projector – it was a time machine. It was a doorway into the past, allowing someone to relieve those wonderful Christmas mornings when their kids were still small, or that family trip that they took to the Grand Canyon that they’re still thinking about – all in the type of stunning detail that customers wouldn’t be able to find anywhere else.

What made Don’s pitch so successful is that he tied the product to a noble emotional response – something that people are actively looking for in what they consume, be it their favorite movie or the products they buy and everything in between.

It is inside that emotional response where most of your success in print marketing will reside. If you can tie a positive (and hopefully intense) emotional response to your product or service through marketing, you’ll create a loyal army of customers who can’t wait to buy what you’re selling because what you have to offer is so much more powerful than any one product or service: you’re offering them their own emotions.

Avoid These Common Print Marketing Mistakes

thinkstockphotos-482571066We tend to talk a great deal about all of the things that you should do in your print marketing campaign for maximum effectiveness. You always want to make sure that your message is clear and concise, for example, and make sure that your pages are designed in a way where you can naturally control the flow of how people are taking in your important information. As a change of pace, we thought it would be fun to talk about some of the things you SHOULDN’T do if you want to unlock the maximum value of your campaign. A good piece of print marketing material is an incredible investment, but a bad one will quickly have the exact opposite reaction that you intended.

Remember the End Product – Particularly Its Size

Unlike the old days, most print marketing materials today are designed on a computer. After all, it’s never been easier to get the exact look that you want with just a few, quick clicks of your mouse. One of the most important things to keep in mind, however, is that the way a material looks on a crystal clear HD computer screen can be quite a bit different from the way it looks in real life if you’re not careful.

More specifically, pay attention to the font size that you choose to use – particularly if your print material is something that you’ll be blowing up to a much larger size later. Even small printing looks perfectly legible when you’re sitting a few inches away from a 1080p computer monitor. When you print out the banner or other item that you’ve just designed and blow it up to its intended size, though, you may find out that the small font size you chose to fit as many words on the page as possible is suddenly impossible to read unless you move closer. You can pretty much guarantee people who are just going about their busy lives are not going to take the time to slow down and move in closer to your marketing.

Forgetting to Account for Light

Any print marketer will spend a huge amount of time making sure that their materials look and feel just right. You’ll go over everything with a fine-toothed comb and may even spring for that extra glossy paper to really sell the look of professionalism you’re trying to get across. If your print material is going to be hanging in a well lit area like a store window, however, you may want to skip the glossy paper for a very important reason.

Forgetting to account for the lighting in the environment where the material will be viewed is a disaster you want to avoid at all costs. At worst, the shine from something like the sun on a glossy window banner will make it difficult to read. At just the right angle, it can actually create a dangerous situation for drivers who suddenly have the full force of the sun beaming directly into their eyes. Always remember where your material will be viewed and under what conditions when designing.

These are just a few of the things that we think you need to keep in mind when designing your print marketing materials for maximum effect. Remember, it isn’t just your message that is important – it is ultimately who will be viewing those materials, how they’ll be exposed to them, and under what conditions this will happen that you also have to focus on for the best results.

Print Marketing Techniques that Have Stood the Test of Time

In marketing, everyone’s always looking for the “next big thing.” Whatever your business, you’re probably looking for that bold, new method no one else has thought of before to connect with your target audience in a new and meaningful way. Yet even with all of today’s shiny, new marketing channels and techniques, some classic print marketing ideas are just as relevant today as they were way back when. What’s more, they’re also a great way to inject your modern campaign with some old-school flair.

Sign Spinners

Sign spinners are making a huge impression in today’s marketplace, but the idea itself isn’t as new as you might think. Though sign spinners took a bit of a back seat as new digital techniques rose to prominence in the last few years, it’s actually an idea that’s been around for decades. The premise is simple: you literally have someone stand out in front of your store with a bright, colorful sign they spin in all sorts of different ways. People driving by can’t help but notice the sign spinner’s skills, which also means they can’t help but notice the sign.

This old-school technique is effective for that very reason: it’s unavoidable. If you’re stopped at a red light, make no mistake, you will absolutely pay attention to what that sign spinner is up to. If he’s doing his job right, that means you’ll also now be aware of the business or brand he’s promoting.

Print Materials with Long Copy

For years, experts have told us that nobody pays attention to long copy anymore. Instead, they want everything in short, manageable bursts. Social networks like Twitter operate on this very premise and have seen a huge amount of success because of it.

But shorter isn’t always better. Print materials with long copy are still a great way to make an impact, as you’re going out of your way to give your customer all the information they need up front to make an informed decision. As long as that copy is effectively written and contains the appropriate call to action, it can be just as successful at generating leads and conversions as that short flyer you created with all those colorful graphics.

Everything Old Is New Again

Marketing trends are cyclical. A great new technique is seen as effective and is adopted by everyone. Soon, the general population grows tired, and the hunt for the “next big thing” begins. Those old techniques are abandoned in favor of something new, before coming back into fashion again eventually.

By embracing these older print marketing techniques, you’re doing more than just leveraging the fact that they were, are, and always will be effective in their own right. You’re injecting your marketing with a much needed breath of fresh air that will truly help set your campaign apart from the competition. That’s the type of meaningful advantage you need to focus on if you want to get the most sets of eyes in front of your brand.