point-of-care Archives | Audience Innovation®

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2020-02-07 Paul Kostial

The world of marketing has changed much and yet, the mindset of humans hasn’t shifted ‘online only’ as much as we might think and, it’ll take years. As a result, combining ONLINE and OFFLINE touchpoints is the most effective means to reach and engage your most vital targets, at least for those at the top of the sales pipeline, for both retention and acquisition.

  • In the meantime, adept marketers are using multi- or omni-channel to reach their targets.
  • And many in fact, are using cover wraps to reach and engage even their most difficult targets.
  • Except for some cases, a blended touchpoint strategy always yields the biggest results.
  • To start, there are many targets who are near-impossible to reach via online platforms.
  • And, even if you ‘reach’ them, they are not very responsive (if at all) – all touchpoints aren’t equal.

In a recent side-by-side test of our cover wrap platforms vs. online-only channels, a long-time F500® client measured their results – i.e. sales team interaction via multiple CTA options.

  • Without question, our cover wrap (i.e. offline touchpoint sequencing) vs. their online-only channels delivered beyond the expectations.
  • Their results are shared below and, it was only exceptional news for them. They were very impressed and, the sales team loved it.

After considering cutting their online channels (for this target), we encouraged them to keep the online active, for many reasons – the COMBO will always produce the best results.

Why not? … it’s already built and frankly, the combination then provides the multi-touch of BOTH online and offline working together, in tandem. That’ll engage more targets, right?

  • Yes, of course.  So no, don’t cut the online, just because the offline platform delivered such astonishing results.
  • This F500® client was targeting a very high level CXO (c-suite) enterprise prospecting audience – very difficult.
  • They put their messaging on sequenced covers of Forbes® magazine and, literally put the vehicle in their hand.

They were having huge difficulties reaching this target and, having used our platforms, they engaged a platform to test the results.

And here’s what they got in return … 

 

 

 

 

 

 

 

 

 

So, they continued both online and offline, fortifying their TANGIBLE offline touchpoints and, driving vital sales with their most important prospects.

They’re now looking at doing the same sequencing with the retention targets as well, which will produce an even better result.

That’s just a few of the many reasons to consider our cover wraps for your offline targeting and, remember, your sales force will thank you.  It works.

NOTE: Most people are very unfamiliar with the technology and targeting behind cover wraps and, most won’t read all the reasons.

So, let’s chat and, based on your target, we’ll share our 30+ years’ experience …

a) what works, b) why it works and, c) how you can use it smartest.

When you have questions or want to take a look, email us at paul.kostial@audienceinnovation.com,

or visit our WEBSITE with dozens of examples. We also share basic platforms, options & rates.

 

And yes, CUTTING THROUGH THE CLUTTER of online overwhelm is 90% of the battle today. This is an enormous challenge facing marketing and sales today, no matter company size.

 

And especially if you have marketing and sales objectives to:

  • better support your marketing and sales teams,
  • reach and effectively engage your most vital targets,
  • rise above your rigorous and brutal competition and,
  • deliver exceptional messaging for your company.

We’d love to share specific ideas and recommendations regarding how it’s done, for …

We look forward to it and, if your target isn’t a fit, we’ll let you know that too.

 

We offer 400+ content partners, so ask for options and we’ll suggest the best fit for your targets.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

#coverwrap #magazine #pointofcare #pharma #affluent #directmarketing #outofhome #directmail

#paulkostial #audienceinnovation #b2b #b2c #retail #placebased #geodemo #locationbased #sales


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2019-09-08 Paul Kostial

As we head into 2020 and you begin planning your business’s marketing strategy, consider this: 

Cutting through the massive clutter online is one of the biggest challenges in marketing today – rising above your competition is the only way to build short-term and long-term relationships that will ensure consistent sales and revenue.

Luckily, there’s a solution that combines both online and offline marketing to create a lasting impression.

Tangible touch points are physical direct messaging of your brand that your targets can hold in their hands, enjoy, and find useful.  And, when combined with digital targeting, the combination bolsters targeted response and sales interactions.

That’s precisely what we specialize in here at Audience Innovation.

I’m often asked, “Why do companies use your tangible touch point strategies when digital marketing is so popular?”

The answer is simple – our tangible touch points lift your brand above the clutter and overwhelm and amplify the results of what you’re already doing online and, especially well-placed for hard-to-reach targets of value.

  • Here’s one example. One of our large enterprise technology clients had the following results from our most recent tangible touch point campaign:

    • A 59% CTA response! Compared with the meager 0.9% CTA response this client received with online-only marketing strategies, the tangible touch points were a huge success.

    • The key to this client’s success? …

    • The combination of offline and online that performs best these days – over and over again.
  • A few more quick examples, …

    • global interactive agency used our tangible touch points to engage their CXO/CMO targets by +47% vs. traditional digital-only marketing.

    • major online retailer used our platforms to engage their affluent consumer targets by +14% vs. traditional digital-only marketing.

    • global pharma provider used our platforms to engage their most vital patient targets by +29% vs. traditional point-of-care marketing options.

 

 

How do we get these incredible compounded results?

We call it “tangible targeted interaction” – delivering a series of valuable and engaging sequenced touch points IN-HAND to drive interaction for your sales force, website, video, social and other sales channels.

Best of all, it works well for nearly any vital target.

  • The touch points are welcomed and appreciated, causing heightened target interaction offline and online.

  • It’s stealth, like a Trojan horse – it gets you there, even when your sales force can’t get in the door.

  • Some call it THE “bridge to digital” as it stair-steps target interaction via welcomed, engaging touch points.

It’s exactly like putting your company’s multi-page ‘brochure’ directly in the hands of only your exact target audience and, with our welcomed tangible touch points, they keep it longer, they read it more, and they engage more.

RESULTS are proven over and over, B2B and B2C.

 

Take a look and, let us know when you have a target that may be a good fit.

We specifically focus on B2BAFFLUENTPHARMA and RETAIL/OOH targets (and all sub-segments).

We’re already planning for our client’s 2020 targeting platforms now, so…

  • Visit Us Online where we share a variety of ideas, results, and examples.

  • Watch our newest targeting video updates

  • Respond to this email for target info, ideas, or a proposal.

  • We’ll let you know if your target is a smart fit and what you can expect.

  • BOTTOM LINE – Tangible Touch Points Cause Tangible Results®

KEY Q’s to DISCUSS: – Who’s your vital target? – Do you have a data file? – What’s the best co-branding partner? – What’s the ideal start-up timing? – How many touch points will affect the best results? – Over what timeframe? – Sequenced online or not?

SCHEDULE a TIME TO CHAT WITH US REGARDING YOUR VITAL TARGETS

 

VISIT US – GET QUICK QUOTE – SCHEDULE CHAT – LINKEDIN – ASK ABOUT DISCOUNT OPTIONS


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2019-07-28 Paul Kostial

In a recent ANA/DMA study, 76% of consumers said they trust direct mail advertising when they are making a purchase decision. Only two other formats scored higher: Prints ads (82%) and TV ads (80%). Multiple studies have shown that direct mail makes a connection with consumers. The TANGIBLE offer or promotion they hold in their hands requires “less cognitive effort to process than digital media.” #touchpoints #targeting #marketingstrategy #coverwrap #branding #advertisingstrategies #customerexperience

https://salesfuel.com/over-80-of-businesses-will-maintain-or-increase-direct-mail-marketing-in-2019/


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2018-11-21 Paul Kostial

Making a great first impression with a product or service is essential when launching a new business. While your product or service may serve a real need, it is difficult to generate sales and interest without visually appealing marketing. Amplifying your visual marketing helps to boost revenue while building your company’s brand both online and locally. With the right marketing techniques, you can extend your product’s appeal to any target audience you want to reach.

The Importance of a Logo

A well-crafted logo is key for a successful brand. When individuals are able to identify your logo immediately upon viewing it, you have done something right. Top brands and companies such as Twitter, Facebook, Instagram, and even Starbucks have all mastered the art of a well-designed logo, making it easy to identify their products and services anywhere.

Avoid designing a logo that is too busy or complicated. Instead, use less than three colors when first developing your logo for your website and product packaging. Consider the type of design you want to implement in your logo and whether typography, iconography, or illustration works best for your intended audience.

Color Psychology

Understanding color psychology is highly recommended when launching a new product or developing branding for a business. Colors cause individuals to respond in different ways and, in some cases, motivate shoppers to make a purchase. Some of the most common ways color psychology is used in business today include:

  • Red: Red is a show-stopping color that draws attention and is often used in makeup, clothing, and vehicle ads. Red is useful when promoting sales, discounts, or freebies as it has the ability to instantly catch the attention of shoppers.
  • Orange: Orange is a neutral color that represents creativity and uniqueness. Orange is often used in online communities, local groups, and non-profit organizations.
  • Yellow: Yellow is a friendly color that encourages communication, friendship, and positive energy. Yellow is most common among children’s toys and brands with a carefree vibe.
  • Green: Green is used to promote wealth and represent banking institutions. The color green often revolves around money, eco-friendly brands, and outdoor products.
  • Blue: Blue is a standard color used with corporations and social networks. Blue signifies trust, communication, and professionalism.
  • Purple: Purple is the color of royalty and appears smooth, sleek, and elegant. Purple is ideal for high-end brands and companies that want to convey a modern message.
  • Brown: Brown is calm, subtle, and promotes eco-friendly products and those with a modern or grounded appeal.
  • Black and white: Using black and white is optimal if your brand is modern, chic, and minimalistic. The use of black and white is ideal for products that are simple or for brands that want to stand out from the competition.

Source: The Psychology of Color in Marketing and Branding | Entrepreneur

Product Packaging

Visual appeal is crucial when it comes to packaging, especially when you operate in an industry that is saturated or highly competitive. Packaging should catch the eye of your customers and draw them in to learn more about your product. Avoid creating packaging that is dull or not relevant to your product. Research successful products in your market and study the packaging, logo, and types of messages used on the packaging to attract buyers. Consider the material used for your packaging and whether it is important to choose an eco-friendly solution or a colorful, robust, and complex package design.

Source: 5 Modern Package Design Trends for 2018 and Beyond | Jansy

Graphics, Photography, and Video Media

Choose a visual aesthetic that works best with your intended audience and demographic. Research competing businesses and brands that are successful in your industry to compare logos and visual campaigns. Launch AB tests using ad platforms with different styles of graphics, photography, and even videos or animations. Knowing how to effectively communicate with your followers and prospective customers is essential to create effective visual marketing campaigns that generate interest and revenue in your business. Depending on where your audience is located, it may also be effective to send out a variety of mailers. While they are less common in marketing, there is something about a tangible product that can help your brand stand out in a potential customer’s memory.

Source: Digital Printing Fit of the Digital Age | B Squared

Car Wraps and Signage

Car wraps and signage are additional tools used to boost visual marketing while maximizing your exposure locally and offline. When creating signage and car wraps, implement the same logo and overall design aesthetic used in your product’s packaging and your company’s main logo. Use similar typography and messaging techniques to integrate your branding across all mediums you choose to visually promote your products and services.

Integrate with your Web Presence

Simply having great branding isn’t enough. You need to get it out there where prospective customers will see it. Make use of diverse web tools and strategies to ensure that your business’s branding reaches the right customers. Place your branding on social media, in digital advertisements, and everywhere else. You’ll get a much larger response as a result.

Amplifying your visual marketing is much easier once you have chosen a logo and aesthetic for your company that is engaging and relevant. With the right tweaks, you can ensure your visual marketing is successful. Begin launching local and online campaigns to increase exposure and the amount of revenue you are able to generate.