In these days of web-based marketing, viral ads, and social media, the pixel does reign supreme. Even so, there are opportunities to make a big impact with print advertising—especially within B2B industries that are slower to adopt new technologies.
It all starts with selecting the right publications, minimizing waste circulation, and creating a schedule with the optimal frequency. We have an entire ROOM full of media kits, and can tell you about the circulation of everything from Good Housekeeping to Tribology & Lubrication Technology (which, apologies to all you chemical engineers out there, isn’t half as interesting as it sounds). The point is this: if print is an important part of your media mix, we’ll help you find the right publications, negotiate the best rates, and craft a schedule that works.
Then, we’ll knock their socks off…creatively, of course.
Communicating something in print is a unique challenge. There’s no motion, no sound, and no links to click on for more information. Ideas and messages have to be communicated quickly, cleverly, and simply. You’ve got to get someone’s attention and hold it long enough for them to get the intended message.
Ashby Dillon can take your print advertising to the next level with a combination of creativity and technology that effectively ties your offline media to your online media.
Show, Don't Tell: not just an old writing adage (or a song by Rush).
Your brand is the summation of all the emotions, perceptions, and experiences someone associates with your company. Your brand is your ethics, your business philosophy, the approach you take with your customers. It's what you stand for, what you promise, and how you fulfill that promise.
Your corporate identity, on the other hand, is the visual expression of that brand. It's the colors, the symbols, the icons, the logos, the fonts, and the images you use to show people who you are as a company. It's your visual personality, branding for the sense, a bringer of experience—not explanation. Your corporate identity should tell a cohesive, consistent, and compelling story that makes people want to do business with you.
From your logo, corporate stationery, and brochures to the style guidelines that govern the deployment of your visual identity, Ashby Dillon can help you transform your brand into a meaningful story.
It's expensive, it's not green, it's old fashioned, and it's too easily ignored as junk, right?
Wrong.
Yes, e-mail marketing is economical, green, and trackable. But c'mon, be honest. It's just as easy to click "delete" as it is to toss a piece of mail in the trash.
Effective direct marketing, whether it's mail or e-mail, depends on three things:
- The list.
- The message (and sequence of messages)
- The piece's ability to cut through the clutter.
Direct mail, when implemented correctly and in the right situation, has one of the highest ROIs of any marketing channel. Here's an example. Let's say you need to reach Production Engineers at midmarket food-processing companies. That's an extremely narrow, well-defined list of targets, which means you can create a higher-impact piece and still control costs.
These days, direct mail is so much more than paper and a stamp…so relax. We may have forgotten all the relevant facts of the Teapot Dome Scandal, but we do know:
- PURLs (Personalized URLS)
- QR Codes
- IMBs (Intelligent Mail Barcodes)
- Landing pages
- Staggering/sequencing e-marketing and mail marketing efforts
Ashby Dillon can help you effectively integrate direct mail into your plan by helping you determine where in your message sequence it makes the most sense and creating memorable, high-impact pieces.
These days, marketers (especially B2B marketers) are under incredible pressure to reduce expenses and cut spending wherever they can—and trade shows are often a company's largest single marketing expense, resulting in the most expensive cost per lead. Thanks to services like GoToMeeting and Skype we're also increasingly meeting our customers and presenting virtually, sometimes without even changing out of our Pooh Bear PJs.
It starts with an understanding of your goals, and at what point each show contributes to your sales process:
- The list.
- Market research
- General brand awareness
- Product launch/introduction
- Sales
Trade shows can still be effective marketing tools, and they offer unparalleled opportunities to observe industry trends and discover and explore new partnerships. And of course, there are opportunities to find new qualified leads, especially if you incorporate technology and social media into your trade show plan. Ashby Dillon can help you maximize your trade show ROI:
- Show strategy planning
- Exhibit strategy and graphics design*
- Pre- and post-show promotion
- Success metrics/ROI calculations
*We have a number of exhibit builders we regularly work with or would be happy to work with yours.
My product is a(n) ____________ take on the ________________ way people typically _____________. It's _____________, and it makes you __________________ while it provides the __________________ you need to ___________________. It should inspire __________________ and
communicate the ______________________ in an attractive,
__________________, and _________________ package.
Your packaging needs to communicate something to customers. Don't worry; we'll help you fill in the blanks. That's because while you make the products, we'll make them irresistible.
We understand that it's more than just a package or display. In fact, it's the sum total of your entire brand sitting on that shelf, and the way it looks, feels, and reads helps determine how long it's going to sit there.
It won't be very long, if we have something to say about it.
