Informational content about the marketing, restaurant and retail industries. Newsworthy stories and ideas. Knowledgeable inputs from our team. Informative, interesting, and insightful – the Visualogistix blog.

We hear a lot about content marketing these days. Why is it so important? Content marketing builds customer trust, engagement, and loyalty — which are the foundations of long-term revenues and growth. 

As you are starting or continuing to build your content, here are three things to pay attention to.

Money doesn't just grow on trees, and businesses don't just print marketing collateral, posters and what not for nothing. Of course businesses want to maximize their efforts and become more efficient, marketing collateral and signage not excluded.

Personalized content is everywhere—direct mail, email, magazines, and even ads that follow you around the web. But as a marketer, how do you get there? Just dropping in data-driven content doesn’t guarantee success.

Focus on relevance.

Personalization doesn't just refer to including the person's first name on the direct mailer or advertisement, but ensuring that the offer is relevant to them. It doesn’t matter how “personalized” a document is. If it isn’t relevant, it is worthless.

An obvious example of this might be marketing for heavy coats and snow boots in Arizona in the middle of July. Probably not going to see much come from that.

A less obvious example might be a local residential landscaping service sending out a mailer to a list that includes a high percentage of people living in apartments or condos. It doesn't matter how great your services are or how well thought out the message was, if your services aren't relevant to the audience, your ROI will be terrible.

Make sure that your lists are updated and your message is relevant to the audience.

Localization is a form of personalization.

For example, a hiking store might include pictures in their advertisements with locations that are close to them. For example, their West Coast locations might have advertisements with backgrounds of Yosemite, the Grand Canyon or Zion. Whereas locations on the East Coast could have images of Acadia National Park, Everglades and the Appalachian Mountains.

Restaurants close to college campuses or supporting a local professional teams have been smart incorporating images or colors of these teams for advertisements in nearby locations.

Know, know, know your customers.

Understand what makes your customers tick, then market to what matters to them. For instance, the Millennial generation prioritizes experience over specs. If you sell custom bicycles, for example, capture their attention with the value of a family cycling together or how much faster their urban commute would be without getting caught in an automotive snarl.

Investing in your marketing database and developing an intimate understanding of your customers takes time, dedicated resources, and human resources, but it is one of the most important investments you can make.

Need some help? Let us help you develop your next personalized marketing campaign.

Just recently, a tweet of a dentists’ marketing advertisement went viral. On September 12, 2019, Ed Latimore, former Heavyweight boxer tweeted this image with the following response:

Did you click on the link and look at it? If not, go open it. It's worth the 15 seconds and will help you grasp an idea of some of the crazy things our eyes and brains do.

What did you notice at first? Did you notice the eyebrow until you were prompted to by the words below the image? If not, don’t feel bad. There’s hundreds of comments underneath the photo of others who did the same.

In the comments, someone connected yet another photo:

So how come we didn’t notice the eyebrow? Or some of the other things in the image above?

According to studies, those with straight teeth are viewed as more successful, more attractive, more likely to get dates and more likely to get the job.

I don’t want to get into the science behind why humans are so attracted to teeth (probably something to do with teeth being an indication of internal health and good genes). But, if we are looking at the importance of this for marketers and businesses, we see that the human brain is very visual, and our attention is pulled to focus on certain aspects, even so much to the point that we may be oblivious to other details right in front of us.

Let's look at some stats:

Our eyes are EXTREMELY powerful! We use them to learn and our brain uses our vision as its primary source for information. This being said, if you are trying to market your service or product, and want it to be processed faster and more likely to be remembered, graphics is the answer. Draw your customers attention with signage, both print and digital.

Signage is a crucial aspect of marketing. So, let’s look at some signage stats:

Signage and digital signage can attract customers, and from the statistics shared above, attracts a LOT of them. How many signs do you have outside of your location? How many signs or graphics are within your space? What's on the walls? windows? floors?

Art and custom wall graphics can completely transform a space.

Don't let your marketing strategy be missing teeth! Well... unless you're a dentist and you want them to! ;) Knock out signage is attainable with marketing strategy and a conscious effort focused on colors, words, design and location. Contact us today!

To nurture is to help grow, or to cultivate. Nurturing leads is the process of drawing prospects into the sales funnel, then “dripping” relevant information to them in order to help grow and cultivate their awareness, interest, knowledge, etc. in how our goods or services will be of a benefit to them. This information is brought to these leads via print, email, or other channels- all working together to keep them moving through the funnel until they make a purchase.

Lead nurturing is a powerful tool, but it is a process either unfamiliar to marketers, or just hasn't been implemented due to the many moving parts required to set one up. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. It’s worth learning!

Let’s look at five aspects of lead nurturing campaigns and how they can boost your bottom line.

This is the 21st century, the technology and information era. There's so much information accessible through books, the internet and other channels.

How many times do you search YouTube for a video showing you ow to do something? (I know I'm guilty). We all have problems and we all want solutions. Content marketing has become quite big in the marketing industry across all verticals. It's all about producing content that is found helpful instead of continuously pushing sales tactics on your customers.

Ah, millennials... a raging topic of the day. Who are these tech savvy twenty to mid thirty year olds, and what makes them tick? Or perhaps “buy” is the better word here.

Coming from a millennial, sometimes it’s quite entertaining to read about and realize that there’s so much buzz and research being done on, well, you. Being in a marketing position as well as pursing a college degree in business exposes one to quite a bit of this “buzz and research”, and it's quite intriguing.

As of late, I’ve been more cognitive of marketing strategies aimed at myself and my generation and have done some reflection and research. Please don’t take my words as doctrine, in no way shape or form am I a professional- just merely wanting to share a raw and reflective millennial perspective on marketing to millennials.

Millennials, being in their young 20s to mid 30s, are in vast stages of life. This is that chunk of 10 or 15 years of life that many big decisions are — or aren’t — made (education, careers, buying a house, relationships and family, etc.)

Some of us have moved out and have independence, but some live at home or in some way are still dependent on our parents for financial stability and advice. As Marketing Profs puts it, this generation contains "everything from students still in university to homeowners entering middle age".

The bottom-line is: you’re dealing with a group that has many variables within it. That being said, I think it’s only fair to emphasize that though there are some general guidelines that work and don’t work for us, there will be many ways to find, converse with and persuade different sections and groups of millennials.

While push marketing remains an important component of any customer acquisition or retention program, pull marketing has become even more so. It is becoming increasingly more common that consumers have already done much, if not the majority, of their research before reaching out to a salesperson.

This research includes searching the internet, looking up websites to compare companies/brands, finding out more info on other similar items, reading reviews, asking friends or others they know use the product, etc.

This is one reason why content marketing has become such a critical part of any marketing program. It provides related, beneficial information that can be found during the research process of a prospective customer.

People like to buy from people, so the more you can develop relationships with your customers, the more effective your marketing will be.

This is where relationship marketing comes in.

Relationship marketing is a broad term that focuses on customer loyalty, retention, and satisfaction rather than primarily on sales. Instead of saying, for example, “Don, we know that you’ll really love our new product,” you relate to your customers as you would to a friend, based on who they are.

When you invest in any marketing effort, you want to know if it’s working. Who doesn't? You want to know if your money is being used effectively or not.

There are many approaches to results measurement, and the right choice for any marketing campaign will depend on your marketing goals. For numerous marketers, response rates are the first measurement they use. These are helpful, however, there are other measures that are more telling. Let’s look at three of them.

Have you ever had those work days when you were fighting to focus? Whether it was due to lack of sleep, other things pressing your mind, a chatty coworker, or an explosion of emails, or sometimes even for no reason — we’ve all been there.

And let me guess, everyone has already given their two cents on how to overcome it. Do any of these sound familiar?

Get more sleep. Exercise and eat right. Close the door. Have set times when you will and will not respond to emails. Work for 20 minutes and then allow yourself a two minute break.

All are true and valid, but you’ve heard them 100 times already.

What this blog focuses on is not just habits to change, but investments to make.

They say to walk a mile in someone else’s shoes in order to see their perspective. We hear stories and read literature that opens our perspective and allows us to feel and see things in a way we hadn’t before.

Usually this phrase is used in the context of the lack of perspective and understanding of individuals and their past, encouraging a more open heart to understand others and show more kindness and acceptance.

Not only can this phrase guide our moral compass, it can also be utilized as an effective tool in marketing.

Catch our new case study for one of our treasured clients, Dogtopia! It's wonderful to see how our services are of value to our customers.

Dogtopia is able to focus on what’s important by getting their time back with easy customization and order accuracy made possible by the consistency and simplicity of Visualogistix.


The Client

Since opening in 2002, Dogtopia has provided exceptional services for your furry friend and ensures that your dog has ‘the most exciting day ever’. Their services include a day care where dogs can socialize and play, grooming and spa services, and boarding for when dog owners leave on vacation. Dogtopia was named Best Franchise to Buy (Pet Category) during Franchise Times’ Annual Zor Awards (March 2017), and has received the Top Satisfaction Award from Franchise Business Review (October 2016) among others. On track to complete the year with 85 open daycare centers and another 50 more to come in 2019, Dogtopia is rapidly expanding across the United States and Canada to bring a paradise for your fourlegged friends in a city near you.

Yes. You read that title right, and I’m not bluffing. Unlike Gaga, I’ve got a terrible poker face.

Lady Gaga’s marketing team came together to create a memorable experience for the 2017 Coachella goers.
Watch this 60 second video to see this ingenious marketing by Lady Gaga and her team.

To fill you in, Coachella is a concert that happens every April in the small town of Indio, California. In less than 20 years the Coachella festival has become a legendary music experience, drawing fans from all over. Each year, a few big name artists or bands along with dozens upon dozens of smaller artists and bands come together to share their passion of music for a 3 day concert weekend. In 2017, Lady Gaga was one of the big names to come to the festival, and though billboards line the way to Coachella, no artist has done something like this before.

Excellence is one of the most aspired characteristic concepts, yet it is arguably one of the hardest ideals to achieve.

'Excellent' is an adjective, something or someone can be excellent, but it suggests a singularity of the event. Particular ideas or actions can be excellent, but does it extend to more than just one time? Can a student write an excellent paper without being an excellent student? Of course. Maybe it was a topic they were passionate about. However, an excellent student will consistently perform well. Similarly, athletes can have outstanding performances, but the best athletes are those who consistently perform to the highest level. Same goes for businesses. One can have a particularly outstanding service or product but miss the mark on other aspects. They have something that is excellent however they lack having achieved a status or state of excellence.

'Excellence' is a noun. It’s something that, with great difficulty, can be achieved. Excellence is no longer being described as something, but rather being something. Excellence is the state of being excellent, something achieved once consistent performance has proven worthy of this recognition. It’s no longer an occurrence but a level attained. Excellence is distinctive with high merit. Not every company in a particular field can be marked with excellence because not every company can be the best of their field, that would make the definition of ‘the best’ no longer true or valid. There are those that rise above and surpass their competitors and that ought to be worth something.

When reflecting on the kinds of people that are successful, what comes to mind? Confident. Talented. Outgoing. Positive. Hard-working. Fearless. Communicative. Big thinkers. Problem solvers.

Think of those people who have ‘the personality’ for success. Maybe it’s your boss, maybe it’s a coworker, employee, brother or sister, parent, coach, or a dear friend. Some people are just going places — they have this zeal for life. They’re motivated; on top of it. Though these people might not be the most talented or the smartest, their work ethic is next to none.

As of late there’s been focus on a characteristic that explains this stamina in work ethic and has been correlated as a key to success: grit.

Traditional marketing tactics are on the decline and content marketing is on the rise. Simply described, content marketing is not being so ‘in your face’ about marketing. It’s about being more genuine, creating personal connections and building trust between the company and consumer.
It seems as though society has grown tired of feeling like they’re trying to be bought all the time. Our minds register that we're trying to be sold and we tune it out. One of our previous blogs from 2016 titled The Loss of Personal Connections Through Communication help to paint this picture perfectly:

No doubt everyone has had their email spammed, or wish that so many random companies didn’t know the address of their house to send them junk mail too often. The annoyance to these messages is simple: their message doesn’t matter to you and you don’t want to hear it. Who in their right mind would want to be constantly pestered by a complete random stranger? The sense of sincerity is lost and the attitude of "they’re only sending me this because they want me to buy something" eliminates any chance of even glancing at the next item that comes your way.

"If you think about it, people just want that personalized — and in-touch — service that our grandparents once had."

Jonathon McGrew

They’re looking for the type of communication that leaves no question as to whether its intentions are genuine.

Idea

Marketing makes or breaks a brand. Companies run advertisements to get their name out there and increase sales, but it isn’t free, either. That’s why it’s imperative to not just spend money, but to invest in things that work and deliver the desired results. Here is an insightful tip to help your brand market in such a way that leads to consumer action.

In a TED talk by Simon Sinek, he discusses a pattern he discovered that great leaders use to inspire others. When one is inspired, actions are taken. Similarly, companies market in order to influence consumers to take action, but are we going about it in the correct way? Or, more importantly, the correct order?

Vehicle wrap

Vehicle wraps are a great investment for any company looking to get the most exposure out of advertising and can last for several years. Vehicle wraps are a great thing to have, just look at the statistics:

  • One vehicle wrap can receive 30,000 – 70,000 impressions daily.
  • 97% of Americans indicated they notice vehicle advertisements vs 19% for billboards
  • The average vehicle driven 15,000 miles per year will pass in front of 9 million other vehicles.

Marketing can be expensive, but referral marketing is one of the cheapest and most effective ways to connect with consumers. Referral marketing is a way to build trust with new consumers of all ages. It only makes sense to incorporate referrals to any business plan seeing as we already take suggestions from friends and family on anything from TV show suggestions to places to visit.

Everyone messes up once in a while. Even the best, most responsible marketers get it wrong on occasion. When that happens, you have an excellent opportunity to boost sales and cement customer relationships. How? With a simple, personalized letter of apology.