According to Shopkick, consumers plan to start their holiday shopping earlier this year. For businesses, that means starting their marketing earlier, too. Are you ready?

To learn more about when, where, and how consumers are planning to do their holiday shopping, Shopkick surveyed over 23,000 U.S. consumers in July 2021. It found that nearly one-quarter (22%) plan to shop earlier this year than last, with 25% expecting to do the majority of their shopping before Thanksgiving. Ten percent say they plan to start before Halloween.

Shopkick also found that, while shoppers’ concerns about COVID-19 have begun to wane, 79% still expect the pandemic to impact how they shop. For example:

• 41% plan to shop online more than they typically would,
• 33% plan to spend less on frivolous purchases,
• 31% plan to make fewer shopping trips,
• 26% plan to be more supportive of small businesses, and
• 15% plan to visit malls and large shopping centers less often.

Lingering economic and financial impacts of the pandemic are influencing holiday shopping, as well. More than half (52%) of consumers are concerned about the impact of inflation on their budgets, and while 64% still plan to spend the same amount as last year, 21% plan to spend less.

Most of these purchases will be made as a result of requests from family and friends (59%). However, consumers tell Shopkick that rewards (39%) and weekly circulars (30%) have a strong impact on their decision-making, as well.

How should this affect your marketing?

• Start your holiday promotions early. If you haven’t already started, it’s time to kick it into high gear.
• Deliver tangible communications such as direct mail, catalogs, circulars, and flyers directly into shoppers’ hands. Put your offers in front of them before someone else can.
• Focus on practical gifts, as well as more luxurious ones. Ensure that there is something for every budget.
• Promote those rewards programs! 
• Forty-three percent of shoppers plan to shop in a physical store, so consider making an extra investment in in-store signage and displays to maximize the store experience.

The 2021 holiday shopping season may still be a little time away, but the holiday marketing season is about to begin. What’s your next move?

As a marketer, you want to make sure your brand is printed on the hearts of your customers forever. In order to stand out in the crowd, there are multiple ways to print your way there. Sure, you’ll need a little bit more than simply printed materials to seal your place forever in your customers’ hearts. However, printed materials are the perfect aid and reminder for your current and potential customers that your brand is here to stay. Check out these examples of items you can print to leave a lasting impression.

1. Stickers

Stickers belong on laptops, water bottles and even cars. Printing stickers for your current advocates or potential customers may seem like a small task, but it has the potential to go a long way. That’s because stickers generally imply brand loyalty. When your sticker ends up somewhere visible, others will ask the sticker owner what the brand is and what it means to them. If your sticker was able to make it onto somebody’s laptop or water bottle, it means they care about you and they’re willing to spread the word.

2. Apparel

The weather is cooling off, so get creative. Nothing says fall and winter like a new hat or beanie. Or, keep it classic with a cozy printed tee. When team members or customers wear something in public with your brand printed on the garment, it helps increase brand visibility and creates intrigue. They may get questions about what the brand is and what your company does. 

3. Pens

Everybody has a favorite pen! If you don’t, we would highly recommend you find one. Invest in printing on a quality pen with your business’s name and logo prominently displayed on the side. This is a sure way to make sure your branded pen will be the new go-to as far as favorites go. It’s the perfect way to write yourself onto your customers’ hearts! 

4. Signs or Banners

At your next business event or tradeshow, make sure you’re showing up in style. Branded signs and banners can help your company stand out in a sea of competition. While you should stick with your brand colors, you can still have fun with the designs and ideas. Consult the experts when you’re ready to design something fun and appealing.

5. Billboards

There’s nothing like your name up in lights. Or in this case, customer appreciation up in lights. Use a billboard to thank your customers. While this simultaneously advertises your business, it also provides a retention tactic to keep your customers coming back. It is a big, bold gesture, so don’t take this one lightly!

6. Brochures 

Printed brochures are a great way to spread the word about your business when attending events so you can send home information. Try to be as concise and compelling as possible. When attending an event, use the brochures in addition to your elevator pitch. The elevator pitch will help grab their attention, and the brochure will help them remember the important details later.

7. Direct Mailers

When email inboxes are overloaded, it’s time to go old-school! Reach your potential customers in their mailbox with a printed direct mailer piece. In order to stand out, you’ll want to use an interesting shape (think something other than a standard envelope) as well as an interesting design or bright color. 

You were already on the minds of your customers, now it’s time to solidify your place on their hearts. Print materials to help get there today. There are a variety of options to make sure you stay top of mind for your customers, both new and old. Start by choosing your favorites, or perhaps a tactic you’ve never tried. You never know what will end up being a home run for your business.

It’s the most wonderful time of the year, and we’re not talking about the holiday season. Instead, we’re talking about the return of a sport that has millions of fans cheering across the country—football. While you may think that marketers and football players are far from alike, that’s not exactly true. There’s actually a ton to learn from the sport of football. Not a football fan? Relax, because you don’t have to be a mega football fan to understand these marketing tips. Check out these tips and tricks to help you score a marketing touchdown.

1. Watch the game tape.
   Football teams are notorious for watching game tapes of both their past performances and their upcoming opponent’s past performances. While you likely don’t have a game tape to watch back, you do have intel on what marketing worked in the past and what didn’t. Consult that data when you’re making your marketing decisions to be the best prepared going into your next campaign.
    
2. There will be times when things don’t go your way.
   We can’t be winners all the time. In the game of football, one team has to come out on top and one will try again next week. In marketing, there will be times when things don’t go your way. Remember that a failure is only a true failure if you don’t learn from it. 
    
3. Not every drive is going to be a touchdown.
   Good things take time. In football, it wouldn’t be a very good game if each time the team got the ball, they scored a touchdown. Remember that good things take time, much like your marketing efforts. Take time to develop a marketing campaign that will work for your business instead of rushing it in hopes to score big. 
    
4. Teamwork makes the dream work.
   Football relies heavily on an entire team. You have offensive players, defensive players, the kickoff team and more. While you may be tempted to try to do everything yourself with your marketing campaigns, you’ll go much further and faster with the help of your team. Don’t be afraid to delegate with your marketing efforts! 
    
5. You have to switch it up sometimes.
   What worked last time may not work again if you continue to do the same things over and over again. In football, running the same plays would be an easy way to be stopped by the opposing team. In marketing, doing the same thing time and time again becomes stale for your recipients. Mix it up with a fancy new direct mail piece or a fun banner that greets your customers when they walk in your storefront. 
    
6. Leverage your biggest supporters.
   Football has fans and so does your brand. The people in the front row at the games are normally also the ones who are telling their friends about their team, sporting the team colors and logos and yelling the loudest. Find your biggest supporters and ask them to help spread the word for your business. Give them branded swag that they’ll wear to help gather more supporters. Ask them to leave you a review. Start a referral program and ask your biggest fans to help spread the word!
    
7. Sometimes you have to throw a Hail Mary.
   Go big or go home. Sometimes it pays off to throw a long pass, high up in the air, with the hopes that your teammate will catch the ball down field and score. Likewise in marketing, sometimes it pays off to go for a big idea that’s out of the box. Branch out with something you haven’t tried before, like a vehicle wrap, a brand new event or anything new you can think of. Who knows? It could be the next best marketing campaign you’ve ever produced.

While marketing and football are vastly different, there’s a ton of common ground to be found. Next time you’re watching the big game, remember to take note.

Since the start of the coronavirus pandemic, businesses have faced challenges due to the growing instability in brand relationships. Especially during the early days of the pandemic, buyers often switched brands due to changes in availability, logistics, and their own economic situations. This quickly challenged businesses’ assumptions about their customers’ loyalty and spotlighted their customer retention efforts.  

While “customer retention” often brings to mind discounts and deals, this doesn’t always have to be the case. In fact, you want to retain your customers based on more than price alone. Here are five suggestions for keeping customers engaged that don’t involve the cost.

1. Be mission-minded. Increasingly, consumers, especially younger ones like GenX and Millennials, want to be good global citizens. Feature content about where and how your company invests in things they care about, such as community service, social justice, and environmental initiatives.

2. Offer an exclusive. Sure, customers love discounts, but they love having exclusive access, too. Engage customers in new product development. Give them virtual tours of how you make your products. Give top customers exclusive gifts that make them feel valued and special.

3. Go the extra mile. Have you ever received a card in the mail that you didn’t expect? A special gift “just because”? It makes you feel good and want to continue to engage with the company or person who sent it to you. Do the same for your customers! Create a special mailing (maybe with one of those awesome three-dimensional pop-up cards) with the message: “We just wanted to say thank you for being a great customer. Visit us within the next 10 days and get a free gift—just because.”

4. Teach them something. Come up with a newsletter, webinar, or mobile video teaching customers how to do something related to your company or brand. For example, if you sell crafting supplies, send them a personalized invitation to an in-store crafting class. If you make kitchen gadgets, offer an online tutorial on preparing gourmet meals... using your products, of course.

5. Ask their opinion. Everyone loves to be heard. So ask your customers’ opinions! Send a high-quality direct mail piece with a reply card, an email link, or a personalized URL. Ask their opinion on everything from their favorite products to your in-store displays to how they are treated by your customer service reps. Follow up to let them know how you implemented what you learned. This feedback is meaningful and lets them know you are listening. When they feel you are listening, this translates into deeper customer loyalty and, ultimately, higher sales.

Want more ideas? Let’s talk!

Got a product or service to sell? Then your company has value beyond the sale. Innovative companies communicate this value, directly and indirectly, every time they send a direct mail piece, blast an email, or design packaging for their products. How do they do that? It starts with creating a value proposition.

1. Create a value proposition. 

A value proposition is what your company promises to deliver should people choose to buy your product. Ideally, it is something distinctive to you. 

Let’s say you are a boutique furniture store selling pieces crafted from reclaimed wood, metal, or architectural salvage. Your value proposition might be: “We offer unique pieces that fit your style while reducing the burden on our landfills.” Your customers could buy furniture anywhere. By communicating your value proposition, you are explaining why they should come to you. This concept applies to any market. If you’re a plumber, your value proposition might be, “We show up within a 15-minute window—or your money back.” If you’re a dental office, it might be, “We are the friendliest dental practice in town.”

2. Fulfill on that promise—every time. 

Once you communicate your value proposition, fulfill it every time. Fill your dental office with happy, colorful wall stickers and train your staff to serve with a smile, even when they’re having a terrible day. Always have a backup plan in case a plumbing job runs long. By ensuring consistency between your marketing message and your customers’ experience, you create a sense of trust and loyalty. In a world filled with uncertainty, that has value far beyond the products and services themselves. 

3. Speak to customers based on that value proposition. 

Reinforce that value in your marketing images and messaging. “By purchasing from us, you have helped to keep 3,000 pounds of scrap wood, metal, and glass out of the landfill.” Create brochures with images of children with dazzling smiles and parent testimonials about the helpfulness of your dental staff. On your direct mail pieces, add online reviews about the promptness of your plumbing service. 

By communicating a value proposition and creating consistency between that value and your customer experiences, you develop loyal customers who trust you—and who keep coming back. 

What once was old is now new again. For example, the once-forgotten record players and Polaroid cameras have made a comeback in recent years. That’s because these items are now a novelty—something that’s not done as often or the norm. 

In the world of marketing, consumers are no different. People want to be wowed with something original that differs from what they expect in their day-to-day life. In a world where emails ding every five minutes, send your customers a message the old fashioned way—using direct mail, A.K.A. snail mail. Direct mail marketing is still a top contender for marketing success, and it’s sure to be a showstopper when done correctly. Check out these tips to make sure your direct mailer gets noticed in the mailbox.

Use a Unique Size or Shape

For your mailpiece, it’s important to think bigger, or differently, than a normal letter. Direct mail pieces are more likely to be opened when they catch the eye of your audience. It’s time to think outside the box, or in this case, outside of the standard-sized envelope. Consider a unique cut-out or a shape that matches your messaging. For example, if your marketing theme involves reaching for the stars, send a star-shaped mailer. Think of how you could incorporate shapes into your mailer.

Create an Eye-Catching Design

Loud colors aren’t necessarily a bad idea for direct mail. Sometimes, the color scheme or design can add a unique element to your direct mail piece and make it stand out in the mailbox. Other elements to consider include well-thought-out infographics or imagery that draws the eye to your messaging. Make sure to stick with your brand guidelines and use the same branding and fonts you normally use for consistency.

Develop Clear Messaging

There’s only so much time to capture the attention of your audience. We’re living in a digital age, which means attention spans are dwindling, and you only have a few seconds to reel in your audience. It’s important to strike the right balance of creativity and essential messaging. Don’t leave your audience scratching their heads searching for the meaning of the mailer!

Write a Concise Call to Action

Now that you’ve delivered your message in a creative and well-designed package, what’s next? Your audience needs to know what action you’d like them to take. Sometimes, it’s simply that you want them to visit a landing page and “learn more.” Other times, you can create a sense of urgency and ask the audience to act quickly before the deal expires. Consider where the audience should go from here.

Ensure Your Lists are Correct

Your direct mailpiece may be signed and sealed, but it also has to be delivered. Your marketing efforts are as good as failed if the address or information you have on file is incorrect. That’s why it’s important to keep updated and clear lists. Your content and marketing should be so enticing that your audience wants to keep your business updated when they have a new address or updated information. 

However, sometimes you’ll need to be proactive with your outreach to ensure your records are up to date. Consider adding prompts to emails or at checkout to ensure information for your customers is current. That way, they won’t feel like you’re reaching out only to send them the latest marketing deal. 

Now that your business is on your way to the direct mailer of your dreams, start cleaning up your customer lists and get to designing! With these tips, your outside-the-box direct mailer will be a showstopper and a hit in the mailbox.

In order to market your business in the best way possible, it’s important to understand the ins and outs of your brand. That’s where brand archetypes come in. Simply put, a brand archetype is an example or a persona that your company resembles. Psychologist Carl Jung developed 12 brand archetypes which can help you understand your brand and tell your story in a more human way.

You don’t have to fit into just one archetype, and your brand can and should evolve over time. However, brand archetypes can be a great starting point to help you understand how to present yourself to the world, your strengths and areas of opportunity. Check out the twelve brand archetypes below, along with why you should consider using archetypes in your branding and marketing strategy. 

Why Brand Archetypes? 

Brand archetypes help give your marketing and branding a personality, along with helping your company build deeper connections with your audience and set itself apart from competitors. By taking the time to understand your business’s archetype, you’re one step closer to understanding how you can use your strengths in your voice, branding and more.

The 12 Archetypes

While the 12 archetypes are grouped together below, each one has its own nuances. When reading below, consider which group you think your business may identify with the most. Then, how it can help you bring your strengths into your marketing. 

• The Innocent: Creates happiness, spreads optimism and simplifies/purifies life. Example brands include: Coca-Cola, Snuggle, Dove
   
• The Everyman: Seeks to relate, belong, be accepted and accept others; is recognized as a realist and a friend. Example brands include: IKEA, Levi’s, Charles Schwab
   
• The Hero: Improving the world through expert mastery and courageous acts, the Hero is a warrior, a champion, a victor. Example brands include: Nike, FedEx, U.S. Marine Corps
   
• The Maverick: Overturns what isn’t working, wants freedom from establishment. The Maverick is revolutionary and an outlaw. Example brands include: Harley-Davidson, Urban Outfitters, MTV
   
• The Explorer: Explorers want to experience a better, more authentic, more fulfilling life of freedom. Example brands include: North Face, Jeep, Starbucks
   
• The Creator: Goal is to realize a vision, hone artistic skill, express themselves and promote individuality. Example brands include: Canon, LEGO, YouTube
   
• The Ruler: Create a prosperous, successful community by creating authority and promoting an exclusive lifestyle. Example brands include: Louis Vuitton, Rolex, Rolls Royce
   
• The Magician: Wishing to make dreams come true, the Magician helps others transform their lives using new methods. Example brands include: TED, Disney, Lululemon
   
• The Lover: Wants a relationship with the people and helps people connect to their desires and heart. Example brands include: Victoria’s Secret, NARS, Haagen Dazs
   
• The Caregiver: Helps and takes care of others; servant, martyr, mother. Example brands include: Johnson & Johnson, Campbell’s Soup, TOMS
   
• The Jester: Has a great time and lightens up the world. Gets others to enjoy life to the fullest. Example brands include: Dorito’s, Dollar Shave Club, M&Ms
   
• The Sage: Committed to understanding the world and teaching others, the Sage seeks information and knowledge through self-reflection, research and objectivity.. Example brands include: Google, Wall Street Journal, Morgan Stanley

In order to engage with your audience to the world, first you should truly understand who you are and how you can best play to your strengths. Think of language you currently use to market your business and ask yourself if your marketing tactics have been successful to date. Using an archetype as a guide will give your brand consistency of message and promote a sense of deep loyalty within your customers.