Month: November 2017

by Ellie Behling Ellie Behling No Comments

Holiday Shopping Trends 2017: 4 Consumer Trends to Watch this Holiday Season

The consumer purchasing process is evolving, and it will be even more pronounced this holiday shopping season. Holiday shoppers are creating new traditions for gift buying, and smart retailers will adapt.

One thing that hasn’t changed is the importance of holiday sales, which are expected to grow a modest 3.1% in 2017. In their July 2017 monthly report, Prospect Insights & Analytics found that consumer confidence is up by 30% compared to 2016, which shows a positive year-end sales outlook.

Since retailers earn 40% of their yearly profit during the holidays, they should pay attention to these four main shopping trends in order to maximize revenue this season.

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by Ellie Behling Ellie Behling No Comments

Marketing 101: 5 Steps to Creating a Marketing Strategy that Moves the Needle

When creating an initial marketing strategy, it’s hard to know where to begin. The options of how to spend your budget through both traditional and digital channels are endless and ever-changing.

There isn’t a universal recipe to build a marketing strategy that will get the most ROI out of your advertising dollars, but finding the right multichannel mix is obtainable if you take a tactical approach. Whether you are the owner of a mom-and-pop business or the CMO of a Fortune 500, here are five steps you need to know to create a marketing strategy that moves the needle.

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by Ellie Behling Ellie Behling No Comments

Winning Direct Mail Marketing Tips: Creating the Best Copy for Your Direct Mail Campaign

Presentation is important for any direct mail piece, but without good copy, your enticing visual means nothing. Compelling writing sets the tone for your offer, allows for the reader to identify your brand voice, builds consumer confidence, and delivers instructions.

Before you fire off a direct mail campaign, here are a few general tips to make sure your copy will effectively resonate with your readers.

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by Ellie Behling Ellie Behling No Comments

Improve Electronic Billing Adoption Rate by Improving Customer Experience

Companies have been trying to persuade customers to opt for electronic billing and communication for decades, and yet the rate of adoption has remained relatively stagnant. While it varies by industry, most consumers still opt for paper. Only 34% of bills and statements are paperless, according to the 2017 survey of North American businesses by Keypoint Intelligence-InfoTrends, which tracks the trend annually. The research company forecasts that total market adoption is even less (27%-29%).

In an age where so many people are plugged in, why do they still need paper communication as their main source of information? We’ve heard the following reasons from consumers:

  • The paper statement is my physical reminder to pay my bill.
  • I don’t want to go to 10 different websites to get my statements when they can be in a nice stack on my kitchen counter.
  • I don’t want to lose the documents and like to keep a paper copy for my records.

“What all of these reasons have in common is that consumers are still looking for ease of use. They don’t care whether their statement is physical or digital, as long as it’s a good experience,” says Cynthia Bajana, vice president of sales for RRD’s Business Communications Solutions.

Rather than simply pushing electronic communication, brands need to step back and examine how to improve the customer experience. As Steve Jobs said, “You‘ve got to start with the customer experience and work backward to the technology.” Here’s how brands can evolve their communication strategy to increase adoption of electronic communications.

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