Your catalog cover demands more time and resources than any other page for one simple reason: consumers judge your catalog by its cover. That’s your big opportunity to build excitement and expectations for what’s inside.
In this webinar, you’ll learn about:
Maximizing use of both front AND back covers
Building the brand experience with your cover
Making photography vs. illustration decisions for covers
Applying special marketing techniques like personalization and QR codes
And utilizing a list of do’s and don’ts for cover text
Give a donation with a twist. Donations in honor of your customers aren’t novel, but getting them involved in the act is a fun twist. Select four or five charities and establish a pool of money (you don’t need to reveal the size of the pool). Send a letter explaining the program and ask them to designate the charity of their choice from the list. Customers can respond through a postage-paid postcard, an email or a personalized URL that takes them to their own landing page. You simply divide the money by the percentage of votes and have the charity send a recognition letter to each participant without stating the amount of the gift. Low cost. Multiple touches. Customer involvement.
Send a product. This doesn’t work so well if your product is cement, but lots of companies make consumer or business products that are appropriate for gift giving. Or perhaps your company makes a range of products where the customer can make a choice. One of our favorite examples was an ad agency with a client that manufactured a line of high-end “arty” coasters that looked really cool on your table. They came in a wide range of choices, and the agency let each of their customers select a set from the brochure the agency had created for its client.
Get intellectual. A popular business book (especially one on marketing) can make a thoughtful, moderately priced executive gift that doesn’t break the bank. It also gives you an opportunity to personalize the selection based on what you know about your client and provides future opportunities to discuss the content. If you’re not sure what book they would want or you’re afraid you’ll buy something they already own, then give them a few choices and benefit from the interaction.
Gift the group. You can save money by sending a share-the-gift food item to the entire department in care of your lead contact. These types of group gifts tend to fly under corporate radar and can save you money if you’ve been providing a lot of individual gifts. You might also score points by paying attention to your customers’ employee health objectives. If they’ve been making a big push on the health and wellness front, try to find foods that are tasty but are also reasonably good for you.
Do a service day. Don’t have any budget at all? Donate a service day (or morning or afternoon) to an area charitable organization. Your local homeless shelter, food bank or no-kill animal shelter are especially appropriate for the season and the economic climate. You can add to your time by having employees collect items from the organization’s urgent needs list. Whatever you do, be sure to take your camera along and share the story with your customers. Communicate that you performed the service in their honor in lieu of business gifts.
So what’s our holiday gift to you?
We’ve made all of The Little Book of Marketing Do’s & Don’ts tip books available for download!The Little Book of Marketing Do’s & Don’ts is a collection of the most viewed “Do’s & Don’ts” published by our MondoBeat newsletter including:
Everything today is about adding value, and that’s the number one reason to use video marketing. It plugs interaction — including face-to-face interaction — into your website, print promotions and events. You get a unique opportunity to blend your company’s personality and message into either an online or offline experience.
Still not sold? Here are 10 additional reasons to use video marketing:
Raises your website’s search engine results — web crawlers recognize video.
Improves the potential for your message to go viral through the social networks.
Increases the average amount of time visitors spend at your site.
Makes you stand out as an expert since not as many sites use video.
Offers opportunities to provide a tremendously rich offline media experience — stuff a disk with MP3s, video, personal messages, mobile apps, high-res product photos, web links and free downloads.
Augments and supports your existing online strategy when used with direct mail, providing a seamless physical/digital experience that encourages double-digit response rates according to research studies.
Appeals to people who like to see something before they read it.
Provides an opportunity to educate customers about a product or service.
Puts a face on your company and builds your brand.
Engages your customers’ senses, triggering emotional reactions that influence buying decisions in ways that static content can’t.
Professional vs. Homegrown Video.
The nice thing about digital video is that it doesn’t always have to be high end and expensive. The key is to know when you can use your flip camera and when you need a professional team.
And really, the rules are pretty simple:
Homegrown video is fine for website demos, new product intros, how-to presentations, brief commentaries and the like. For example, interLinkONE, an integrated marketing solutions provider, has a media page that features short videos covering topics ranging from using QR Codes in a printed catalog to live reports from their booth at a trade show. Homegrown solutions work great for these purposes where immediacy is important and viewers don’t expect premium content with high-end production.
Professional video is a must when the production represents the official, animated face of your brand. That’s when you need a quality script, title slides, smooth transitions, excellent lighting and sound, multiple shooting perspectives and top-notch editing. It can also be a good investment when the video will have multiple purposes — website, direct mail, trade shows—and a longer life span. You also need to consider professional video whenever your audience is more sophisticated and has high expectations.
What’s the Right Length?
Everyone wants to know how long is too long. And the general consensus for the appropriate length of online video is one to four minutes. Attention spans seem to grow shorter everyday, especially online.
But purpose means a lot, too. So a one- or two-minute product intro is not the same as a four- to six-minute in-depth case study.
You can also cut longer videos into segments that allow people to access only the parts that interest them. In general, you need to think of the video as an overview from which you can then link buyers to more detailed information in print or electronic form.
Regardless of length, relevance dictates how long people will view the video. Provide information that people want to know, and they’re far more likely to stay for the duration. When you’re trying to keep their attention, it pays to be tactical in selecting content and forget the broad-brush stuff.
Video Media Types.
Video is definitely an evolving medium, and different media types are emerging including video:
Trade show and event previews
As these media types mature, more specific standards for length and other factors will emerge as well. In the meantime, don’t be afraid to experiment. Viewership will tell you quickly enough what’s working and what’s not.
By Larry Bauer
Want Expert Advice?
MondoVox Creative Group can help you create online video, DVDs and CDs that result in more customer interaction and sales. For more information, email Julia Moran Martz.
You can connect with Julia Moran Martz on LinkedIn. Or follow her on Twitter.