Using Psychology to lure readers
Are they serious?
I just ran across an article in Advertising Age in which the author, Marsha Lindsay, CEO of Lindsay, Stone & Briggs, an ad agency, suggested that the key to attracting readers to your corporate conversations is to incorporate psychologist Carl Jung’s 12 archetypes into the messages. She wrote: “Messages that speak to one of these discrete motivations naturally engage consumers and fuel conversations for many reasons: Associating with any one of these motivations gives a brand relevance and innate appeal. These motivations are behind our search for change and meaning, and words related to them will find their way into consumers' natural online search habits. They are timeless and universal. Messages based on them will be relevant across cultures and age groups.” Mary Lindsay, Lindsay, Stone & Briggs. Advertising Age Magazine
So, after scratching my head, and shrugging off the urge to dismiss this as hog-wash, I searched for information about the 12 archetypes and found this link: http://www.herowithin.com/arch101.html.
Let’s test Mary’s theory out to see if her idea would work for readers like me.
Step one
Figure out what exceptional blend of the 12 archetypes I am. Here are my results.
Hero/Warrior: Likes to save the day. Sets and achieve goals, overcomes obstacles and persists in difficult times.....tends to see others as enemies and to think in either/or terms.
Explorer/Seeker/Wanderer: Seeks out new paths.
Ruler: Creates environments that invite in the gifts and perspectives of all concerned.
Step Two
Plan a blog addressing these archetypal passions. For the Hero/Warrior/Seeker: Content could present new, cutting-edge strategies and technologies that would help me beat my competition and increase profitable sales; thereby counter-acting the economic downturn……..I’d be able to save the day…….and in the end, I’d be recognized as the “company hero.”
For the “Ruler” in me: A blogger could suggest that I capture a continual flow of new ideas and strategies by encouraging blog readers to share their techniques for getting readers to their blog. Of course this good, no-cost idea would reinforce my hero status.
Well, I have to say that if bloggers presented legitimate content offering fresh strategies to beat the competition and increase profitable sales, while becoming a hero; it would hit on my hot buttons.
What do you think? I’m going to try it, I am already getting that hero feeling.
Step Three
Thoughtfully consider what archetypes your target audience/s represents and theme your blog content to those motivations.
Step Four
Referring to the plan, create a compelling message to post on your blog. They say that advertisers are using it, so let’s watch and see if we are able to recognize when the archetypes are woven into the messages.
Tell me what you find and how you feel this Jungian strategy works. Go get em’.
The Hero/Warrior/Seeker/Ruler
By the way, can any of you give me great ideas to attract readers to our blog? I need the blog to be a smashing success so I become the hero at my company!
Monday, November 2, 2009
Monday, July 6, 2009
Print in the Mix: Fast Fact - Reduced Advertising During Recession Negatively Impacts Consumer Perception
Here is an interesting article I found about consumer perception and advertising.
Print in the Mix: Fast Fact - Reduced Advertising During Recession Negatively Impacts Consumer Perception
Posted using ShareThis
Print in the Mix: Fast Fact - Reduced Advertising During Recession Negatively Impacts Consumer Perception
Posted using ShareThis
Wednesday, June 3, 2009
A little myth about saving money in marketing
In today’s economic climate it is imperative to continue to get your message out to the marketplace so that you can stay ahead of your competition and improve sales – all while keeping costs down. This is a tricky dance and many companies are tempted to cut out print from their marketing spend. Why not? It’s much cheaper to send emails, post web pages, write blogs and you might even reach a greater audience.
This is a myth, in fact print advertising is more effective than ever. In 2008, eight of every 10 emails sent was spam. While it may not cost much to send email marketing, what are you getting in return? Is it worth it to spend virtually nothing and get a nominal response? Think about how many emails you receive in one day that you either don’t see because it went into your spam folder, or that you simply ignore because you know that it is spam.
In 2008 close to 40% of consumers surveyed by DMNews/Pitney Bowes have tried a new business for the first time because of information they received via direct mail. Nearly 70% reported renewing a relationship with a business after a period of time because they receive a direct mailing or promotional item.
This is a myth, in fact print advertising is more effective than ever. In 2008, eight of every 10 emails sent was spam. While it may not cost much to send email marketing, what are you getting in return? Is it worth it to spend virtually nothing and get a nominal response? Think about how many emails you receive in one day that you either don’t see because it went into your spam folder, or that you simply ignore because you know that it is spam.
In 2008 close to 40% of consumers surveyed by DMNews/Pitney Bowes have tried a new business for the first time because of information they received via direct mail. Nearly 70% reported renewing a relationship with a business after a period of time because they receive a direct mailing or promotional item.
Tuesday, May 12, 2009
Location, location, location
I know it seems strange coming from a print-centric blog site like ours, but today’s post is about real estate.
The real estate I’m referring to is not land based; well not exactly anyway. I’m referring to the desktop in an office or the countertop in someone’s home. Every day smart marketers are claiming a portion of that real estate for their products and services. They do that by producing attractive printed products that captivate their target audience enough so that the piece is read, then set aside on the desk or countertop for future reference. It might have been a coupon, or a grand opening announcement, or a catalog. No matter what it was the consumer felt compelled to keep it and now it’s sitting there continuing to communicate.
The problem with the internet is that it lacks the same permanence. With a click your message is gone. It’s lost in the browser history or it’s fallen below new inbox messages. Each form of advertising has its own place in a good communications strategy but each has its own risk and rewards too.
CCS chooses to use both in our marketing strategies. We use social media, web sites like this blog, email and printed communication to reach our target market. We’ve learned that the best way to communicate who we are is to find ways to claim some of that valuable desktop real estate. If we can create printed pieces that are either too compelling, or too valuable to throw away, we win important ground that our competition does not. If we can have our calendar, or notecards, or notepad, or coupon sitting right there prompting them to give us a chance, we will more likely be engaged when the potential customer needs printing services.
In today’s stingy economy we all need to find ways to woo the consumer to choose our products and services. Battling for real estate is a valid tactic and has proven to work. Print will always have a place in marketing and advertising and those who learn to balance the newer forms of communication with compelling traditional media will have the advantage.
The real estate I’m referring to is not land based; well not exactly anyway. I’m referring to the desktop in an office or the countertop in someone’s home. Every day smart marketers are claiming a portion of that real estate for their products and services. They do that by producing attractive printed products that captivate their target audience enough so that the piece is read, then set aside on the desk or countertop for future reference. It might have been a coupon, or a grand opening announcement, or a catalog. No matter what it was the consumer felt compelled to keep it and now it’s sitting there continuing to communicate.
The problem with the internet is that it lacks the same permanence. With a click your message is gone. It’s lost in the browser history or it’s fallen below new inbox messages. Each form of advertising has its own place in a good communications strategy but each has its own risk and rewards too.
CCS chooses to use both in our marketing strategies. We use social media, web sites like this blog, email and printed communication to reach our target market. We’ve learned that the best way to communicate who we are is to find ways to claim some of that valuable desktop real estate. If we can create printed pieces that are either too compelling, or too valuable to throw away, we win important ground that our competition does not. If we can have our calendar, or notecards, or notepad, or coupon sitting right there prompting them to give us a chance, we will more likely be engaged when the potential customer needs printing services.
In today’s stingy economy we all need to find ways to woo the consumer to choose our products and services. Battling for real estate is a valid tactic and has proven to work. Print will always have a place in marketing and advertising and those who learn to balance the newer forms of communication with compelling traditional media will have the advantage.
Thursday, May 7, 2009
Using coupons and promotional mailings as a sales tool
The current state of our national economy has many consumers turning to coupon clipping to save money. A recent study conducted by Pitney Bowes called DMNews http://www.dmnews.com/, demonstrates how consumer attitudes are influenced by coupons both in paper and electronic form. An astounding 75 percent of consumers preferred coupons to be delivered through the mail as compared to email. Email was second and newspaper inserts third.
Also of note was consumer opinion on promotional mailings. According to the study, receiving information in the mail prompted 37 percent of consumers to purchase a new brand or patronize a new business, while 68 percent were prompted to renew a brand or business relationship.
Other findings: Respondents said their most important consideration for redeeming a coupon is the level of discount. Consumers expect at least a 10-percent discount from coupons mailed to them. And they are most likely to use coupons for grocery purchases and least likely to use them on furniture.
Also of note was consumer opinion on promotional mailings. According to the study, receiving information in the mail prompted 37 percent of consumers to purchase a new brand or patronize a new business, while 68 percent were prompted to renew a brand or business relationship.
Other findings: Respondents said their most important consideration for redeeming a coupon is the level of discount. Consumers expect at least a 10-percent discount from coupons mailed to them. And they are most likely to use coupons for grocery purchases and least likely to use them on furniture.
Tuesday, May 5, 2009
Why We Re-calibrated Our Thinking
This post will be useful for those of you who might be frustrated at the lack of consistent color quality control from your printer. A lot has changed in the press manufacturing industry in the last five years, yet it often goes unnoticed because printing presses appear to look so similar. From the outside, a six-color press built fifteen years ago looks very similar to a press built today. Where you really see the difference is when the side panels are removed. The amount of circuitry and wiring in today’s devices makes the Space Shuttle look simple in comparison. This is a good thing because it’s those electronic components which, among other things, allow the press to be managed remotely--usually from a control panel located near the paper exit area on the press.
In old-style, non-electronic presses (and there are an amazing number of these still operating today in even the most technology-forward printing operations), color quality and consistency is largely measured and managed visually. The better the pressman, or the less hurried and tired the pressman, the better the final result. That is why the level of craftsmanship was so important ten or twenty years ago. A printing company relied on the lead press operators and their physical ability to determine color quality.
But today’s digitally-enabled presses have changed the industry considerably. Now, virtually all aspects of press control from ink density to water and air (all critical to the printing process), can be managed away from the press itself. Modern printing companies and press operators rely much more on the digital control systems to ensure the press is running properly and with the proper balance of inks, water and air.
Here is how it works; After the press has been loaded with paper and printing plates, the press is ready to begin applying ink. These first sheets out are called "make-ready" and are recycled and not part of your production run. As these first sheets come off the press, the pressman will set the sheets down on a special work table. The edge of the paper closest to the operator is aligned with a guide strip and a device called a "densitometer" which automatically travels down this edge and “reads” the color bars which were printed on the test sheet. These color bars vary by printing operation and are defined by the software required to keep the press “in-color." This is where things can be a little different depending on the press being used.
At CCS Printing we use the manroland press workflow system. When we print our color bars we produce not only the standard CMYK (cyan, magenta, yellow and black) but also several boxes of gray scale ranging from solid to light. These gray boxes on our press sheets are very important and set the manroland workflow apart from many others. They also allow us to hold color throughout the press run. This means the hundredth sheet off press will match the last sheet out, even on a run of one hundred thousand.
To achieve this the press must be managed to “understand” the proper CMYK boxes being printed. It is even more important that it is able to distinguish a neutral gray color box. Neutral gray is defined as having no visible color. If there is a slight tint of magenta, yellow, or blue, then it is not a neutral gray. It needs to be mechanically tested by the densitometer to be neutral.
If the press is held accountable to producing a perfect neutral gray then we can guarantee all other colors in the press range will be accurate. To achieve that we measure the neutral gray color box each time the press operator pulls a test sheet from the press run. That information is electronically read by the densitometer and the information is passed to a PC workstation. There we look (digitally) for any variance in the gray. An electronic signal is sent to the press, which adjusts itself to match either ink, water or air to bring the press back into proper gray balance. This rather complicated concept explains the "GRACoL 7" standard which was developed by the IDEAlliance GRACol Working Group to create a useful standard for press calibration systems. This has now become the new industry standard in press quality color control.
In old-style, non-electronic presses (and there are an amazing number of these still operating today in even the most technology-forward printing operations), color quality and consistency is largely measured and managed visually. The better the pressman, or the less hurried and tired the pressman, the better the final result. That is why the level of craftsmanship was so important ten or twenty years ago. A printing company relied on the lead press operators and their physical ability to determine color quality.
But today’s digitally-enabled presses have changed the industry considerably. Now, virtually all aspects of press control from ink density to water and air (all critical to the printing process), can be managed away from the press itself. Modern printing companies and press operators rely much more on the digital control systems to ensure the press is running properly and with the proper balance of inks, water and air.
Here is how it works; After the press has been loaded with paper and printing plates, the press is ready to begin applying ink. These first sheets out are called "make-ready" and are recycled and not part of your production run. As these first sheets come off the press, the pressman will set the sheets down on a special work table. The edge of the paper closest to the operator is aligned with a guide strip and a device called a "densitometer" which automatically travels down this edge and “reads” the color bars which were printed on the test sheet. These color bars vary by printing operation and are defined by the software required to keep the press “in-color." This is where things can be a little different depending on the press being used.
At CCS Printing we use the manroland press workflow system. When we print our color bars we produce not only the standard CMYK (cyan, magenta, yellow and black) but also several boxes of gray scale ranging from solid to light. These gray boxes on our press sheets are very important and set the manroland workflow apart from many others. They also allow us to hold color throughout the press run. This means the hundredth sheet off press will match the last sheet out, even on a run of one hundred thousand.
To achieve this the press must be managed to “understand” the proper CMYK boxes being printed. It is even more important that it is able to distinguish a neutral gray color box. Neutral gray is defined as having no visible color. If there is a slight tint of magenta, yellow, or blue, then it is not a neutral gray. It needs to be mechanically tested by the densitometer to be neutral.
If the press is held accountable to producing a perfect neutral gray then we can guarantee all other colors in the press range will be accurate. To achieve that we measure the neutral gray color box each time the press operator pulls a test sheet from the press run. That information is electronically read by the densitometer and the information is passed to a PC workstation. There we look (digitally) for any variance in the gray. An electronic signal is sent to the press, which adjusts itself to match either ink, water or air to bring the press back into proper gray balance. This rather complicated concept explains the "GRACoL 7" standard which was developed by the IDEAlliance GRACol Working Group to create a useful standard for press calibration systems. This has now become the new industry standard in press quality color control.
Friday, April 24, 2009
What does a printing company know about going green?
With the passing of Earth Day this week I reflected a little bit on what CCS Printing has done to be more responsible stewards of the environment. When we started thinking about sustainability we realized it was going to be a lot of work and it was pretty overwhelming. It took months just to get a plan in place! Two years later, it doesn’t seem like that big of a deal.
Where to start
After countless strategy meetings I quickly realized that we could meet and talk about doing this forever and never get anything accomplished. Let’s just do it already! So we did and we started with what was easiest, recycling. Here are some ideas to help you start a robust recycling program at work:
Energy conservation is so easy in the work place. Turn off the lights in the restrooms, turn off the monitors at night and shut down the copiers at the end of the day. All easy tasks, right? Walk around your office after everyone’s left and look at how many of these items are left on. Simple reminders above light switches work wonders for you and your co-workers.
You can take it a step further and address the lighting in your building. Talk to your facilities manager about converting your lighting to be more efficient. While you’re at it make sure that your exit signs are all LED.
If your business is a heavy consumer of energy, look into carbon balancing your office with the purchase of carbon offsets. Most companies that sell carbon offsets will also provide you with information on lowering your energy use.
Don’t forget your vendors
Going green is viral. Many businesses are doing it because their customers expect it. That means you should expect it from your vendors. Ask them what they are doing. Do they have an environmental policy? They should and so should you!
Good luck.
Where to start
After countless strategy meetings I quickly realized that we could meet and talk about doing this forever and never get anything accomplished. Let’s just do it already! So we did and we started with what was easiest, recycling. Here are some ideas to help you start a robust recycling program at work:
- Make recycling convenient. Move the trash cans to an inconvenient location and install more recycling bins. Psychologically, people will do what’s easiest and fastest.
- Contact area waste management about industrial recycling vs. residential recycling. Industrial recycling allows for many more products to be recycled.
- Include recycling as part of your employees’ job description. It’s amazing how well people respond to an idea if you tell them that their performance is measured on it.
- Encourage your employees to bring in their own recycling, especially if you have an industrial recycling program at work.
- Make recycling fun. Hold competitions for the most recycling in a department or for the most plastic bottles recycled, etc.
Energy conservation is so easy in the work place. Turn off the lights in the restrooms, turn off the monitors at night and shut down the copiers at the end of the day. All easy tasks, right? Walk around your office after everyone’s left and look at how many of these items are left on. Simple reminders above light switches work wonders for you and your co-workers.
You can take it a step further and address the lighting in your building. Talk to your facilities manager about converting your lighting to be more efficient. While you’re at it make sure that your exit signs are all LED.
If your business is a heavy consumer of energy, look into carbon balancing your office with the purchase of carbon offsets. Most companies that sell carbon offsets will also provide you with information on lowering your energy use.
Don’t forget your vendors
Going green is viral. Many businesses are doing it because their customers expect it. That means you should expect it from your vendors. Ask them what they are doing. Do they have an environmental policy? They should and so should you!
Good luck.
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