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Driving Your Business to Online Success

Search Engine Optimization - Magnifying Glass
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Search Engine Optimization - Magnifying GlassWant to know the methodology behind our successful online marketing campaigns?

Did you Know?

That 93% of online experiences begin with a search engine?

That search is still the #1 driver of traffic to content site?

That 75% of users never scroll past the first page of search results?

That 70% of the links users click on SERPs are organic?

That content marketing brings up to 2,000% increase in blog traffic and 40% increase in ROI?

That over 39% of customers today come from search?

Through our five-phase methodology, we help maximize the potential of your website as a business tool, build your brand reputation and establish your name as the leader in your industry.

Contact us today for help. View our SEO Packages or Request an SEO Proposal.

Download our whitepaper to read more about our comprehensive SEO (Search Engine Optimization) plans.

Why Smarter Direct Mail is Essential

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Many marketers are resorting to email, social media, and other online channels as their sole approach. We’ve always said that a healthy marketing mix contains both online channels, as well as strategic printed materials for a well-rounded approach. Print, and, Direct Mail in particular, is more important than ever.

Why? Here are three reasons:

1. Email and online media efforts are more expensive than people think.

Email lists have significant opt-in, opt-out, and other list management challenges and they require constant management and updating. If Online media is pursued as a serious marketing channel, it may require dedicated resources. Top brands have entire departments dedicated to the list management, legal, behavioral, and creative aspects of online marketing.

2. Printed material stands out in empty mailboxes.

Mailboxes are simply not as full as they used to be. That means that print stands out and gets noticed more than ever. U. S. print volumes have been on the increase for the past six months!

3. Multi-channel marketing works. That means a healthy mix of online and print marketing.

When J. C. Penney announced that it would no longer be sending out mail order catalogs, Melissa Dowling, editor-in-chief of Multichannel Merchant magazine, called the cataloger ?nuts.? They shut down their ?big book? catalog last year, and now ?the company admits that ceasing the big book hurt total sales more than it had expected in the second quarter of 2010? (MCM, November 2010). Now they to stop mail order altogether?

People still like to shop in catalogs. Study after study shows that print and online channels work in a symbiotic relationship. When you use print and online together, sales go up. Drop print for online marketing only, sales go down.

How Do You Use Print Smarter?
Create target segments. Break your customers down into categories that allow you to segment and target your message. Segmenting can be done by age, geographic region, product category, etc. Print in shorter runs – each with a customized message to each specific interest group. There are many benefits to online marketing, but don?t abandon print. Use multiple channels. Shift to integrated campaigns that include email, social media, and targeted printed materials. Then allow each channel bring out the best in the others.

For more information or ideas on how you can integrate print into your marketing mix and increase sales, call us at 561.596.9071 or contact us online.

Create an Image With Your Brand

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Begin by understanding that you don?t operate a business, you manage a brand. It?s a critical distinction. Why? Because businesses sell products and services but consumers buy brands ? and they?ll pay a premium for a better brand experience. 

Let?s clarify something. Your brand is not your logo. Your brand is an idea and a feeling about your company, products and services that lives in the hearts and minds of consumers. That?s why, your brand really doesn?t belong to you. Your brand isn?t what you say it is, it?s what they say it is ? and you?d better be listening, because they?re vocal.

Consumers, patients and customers decide for themselves what your brand means and how they feel about it. Ultimately, your products and services don?t matter unless consumers decide that your brand matters. You can?t control how they feel, but you can influence them.

Design is influence. It?s how you form that idea in a consumer or patient?s mind of what your brand is all about. You?re irrelevant until you can establish how your brand adds value that makes their life better. Great design demonstrates your brand?s relevance by creating value across every consumer touchpoint.

How does your marketing engage with consumers? Does your advertising interrupt what they?re interested in or become part of their interests? What is their experience within your office or retail space? What is their experience within your social media space? How do they experience your brand within their personal spaces? Is your web site convenient or cumbersome? How about your customer service? Across all these touchpoints, and more, the most important question is? do consumers feel better after experiencing your brand?

Realistically, the answer can?t always be yes. But, design allows you to shape those experiences and have some control over the outcome. Done right, it arouses desire, creates loyalty and forms indelible emotional bonds. That?s the essence of branding. Because once consumers or patients are emotionally invested in your brand ? once they?re convinced that they can?t live without it ? you win.

But, the game?s not over. Brands must constantly adapt because consumers constantly evolve. Staying focused on the customer experience and designing outward from there to continually make their lives better is the only way a brand can remain relevant.

By the way, you have to make it look and feel effortless. Great design is, after all, simple. That?s why it?s so hard. There is no doubt that great results and great design are inextricably linked.

Visit our portfolio pages to see examples of graphic design and marketing as part of a larger branding process.

Print’s Role in the Digital Revolution

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Overlooking the role of print can prove fatal to a marketing campaign.
If your objective is to inform, teach, persuade or entertain, print marketing is a must. 

Technology is cool. It opens up a whole new world of marketing opportunities?email blasts, pURLs, RSS feeds, tweets. But what happens to your message when the BlackBerry battery is drained, or your format isn?t compatible with your prospect?s device? What makes electronic media so captivating is that it presents a real-time marketing environment. Print materials add a dimension to this experience that is warm, inviting and readers can?t ignore it because they are literally holding your message in their hands. No need to boot up or power down.

Printed materials remain relevant in the integrated marketing communications mix for many reasons. Despite the endurance of the Internet, many people just don?t go online. Certain demographics simply prefer print collateral over digital options. Consumers use a variety of sources to gather information about a product or service; but research shows that they seek print when it?s time to buy. Having words and images in a touchable format provides reassurance that bit-and-byte media can?t match. Web technologies provide quick answers, but the responses are often contradictory. Print shows that you found your message to be important enough to commit it to paper and you stand behind what you?re saying. If you?ve abandoned print in favor of e-media, you?re missing out on new patients or big sales numbers.

Digital marketing techniques work best when you introduce them in coordination with print. You could post a banner ad and hope those who find it among the 100 million other Web sites click through to yours. But think how much more powerful it would be to use direct mail to drive targeted prospects to a personalized Web site, after which they receive a follow-up ?thank you? card with a special offer. By combining print and digital, you produce an educational, engaging experience that speaks more directly and pertinently to your target audience.

Companies that utilize the full spectrum of marketing channels realize exponential increases in brand identity, prospects, new patients, sales and ROI, but this requires an upfront investment in sound strategic planning. You might replace one static message with many targeted variations delivered through multiple channels, all of which have to be consistent. Those who successfully bridge the digital and print marketing environments deliver a result that is greater than the sum of the individual marketing elements.

To learn more about how you can incorporate printed material along with your digital marketing, contact us today. 

Color Yourself Successful

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Because color?s impact is so profound, its role in design
and branding is critical.

Color communicates. It can provide direction and clarity. When language fails color can offer valuable associations with people, places and things. Fire engine red. School bus yellow. Midnight black. Sky blue. Simply reading those color names evokes distinct feelings. Color induces subtle emotions, and elicits powerful responses. Because color?s impact is so profound, its role in design and branding is critical.

Over time, thoughtful and consistent use of color becomes emblematic of a brand and can be as powerful an identifier as the corporate name and logo. The effects are profound. Consider the iconic green and yellow of John Deere tractors and farm equipment that is so woven into the fabric and history of the heartland it?s almost as American as red, white and blue.

If color is communicating on behalf of your brand, what is it saying? The truth is, different things to different people. Though we all see the same colors, we interpret and remember them through the lens of our varying experiences. Plenty of people don?t like red for a car ? even a Ferrari. Ultimately, color is subjective. So, what do you do when considering color options that will represent your business? Start by keeping these tips in mind:

Select a color you can own

Be it red, green or periwinkle, consider a color unique to your industry. Color associations increase brand recognition and build brand equity. A distinctive blue box confirms that it?s no ordinary item inside, but a Tiffany item. The difference in perception is significant, before the box is even opened, and the gift revealed.

Consistency is king

Whether in print, on screen or fabric, your palette should be consistent. Your logo should appear the same color on your business card as it does on your signage or the embroidery on a uniform. Coca Cola red is never Coca Cola reddish-orange.

Consider the impact of technology and production processes

Electronic file formats affect color in different ways. A CMYK .eps file set up for printing does not treat color the same way as an RGB .jpg file intended for onscreen graphics. Variations will also occur between process printing and spot color printing. Differences can be significant ? and care must be taken.

Consider the costs

Distinctive colors, and color themes, can be had by utilizing commonly available resources. The Pantone Matching System (or PMS) is the industry standard for printing, and provides a broad spectrum of colors. Resources like Pantone offer economical options that are easy to reproduce consistently.

Go with a pro

When you need help developing a corporate color palette, and implementing those colors across your brand, call us for help. We can assist you with the complexities and nuance of visual communication ? as well as navigate you through production obstacles to ensure accuracy and consistency.

To learn more about communicating with color in your design and branding call us at 561.596.9071 today or contact us via email

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