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Posts Categorized: Marketing

Dimensional Direct Mail

Dimensional direct mail can be well worth its weight

 

Nothing against flat mail, it’s just that Pretty Hot and Tempting (PHAT) mail, also known as lumpy mail and dimensional mail, has much more going for it. It can simultaneously appeal to emotions, trigger intrigue and look official or important making it irresistible to open. We’re talking about dimensional mail that screams “pay attention to me!”

The use of promotional products as an incentive to respond generated four times as many responses as a sales letter alone (PPAI 2017). People are bombarded with all sorts of electronic messaging, ads and offers. Direct mail isn’t as cluttered and it’s the only strategy that doesn’t rely on an evolving computer-generated algorithm to get your message in front of your target market. The Data & Marketing Association data backs it up: Large envelopes have a response rate of nearly 50 percent higher than that of letter-sized envelopes. Add some bulk to that envelope or include something that squishes, jiggles and even jingles, and you’ve made it near to impossible to be ignored.

The DMA tested neuro-marketing research in direct mail and found that three things ring true:
  • Be bold. Humans have an attention span of 8 seconds. Marketing that cuts through the clutter with attention-getting graphics and copy are paramount to success.
  • Visuals rule. In fact, the brain processes visuals 60,000 times faster than the time it takes the brain to decode text. Selling your story with pictures and graphics is a must.
  • Keep it simple. Due to cognitive fluency, the brain craves ease and order. Direct mail that creates a simple decision path with limited copy and explanation always tests better.
But what if your budget doesn’t allow for a beefed up dimensional mail piece?

We’ve got a solution for that. Add a ride-along. A ride-along is a light-weight promotional piece that doesn’t require additional postage. It fits inside the envelope you’re already planning to use and won’t impact your mail cost. For short money you can add SWAG that reinforces your marketing message and keeps your brand in front of the recipient. Promotional items like car magnets, tech tattoos and cleaning cloths can give you a great bang for your buck without blowing your budget.

Because it’s not lumpy and it doesn’t jiggle or jingle, don’t forget to let the recipient know there’s something in it for them if they take the time to open your mail piece. Bright colored envelopes catch the eye especially when it’s printed with “FREE” and an eye-catching description of what they get if they open the envelope.  You’re already printing the envelope with an address so including your call to action in the same print color shouldn’t increase your costs.

While dimensional mail comes in many different forms, don’t forget to focus on five core attributes that we’ve found exponentially increase ROI.
  • Very targeted
  • Has a clear and compelling call to action
  • Has a “wow” factor
  • Is long lasting – customers will use it
  • Is consistent and integrated with your marketing campaign

For more information on direct mail campaigns contact us.  508-405-4506


Sweeps and skills contest compliance guide

Sweepstakes and skills contest compliance

The internet has become so noisy that you have to broadcast a strong signal in order to be heard and noticed by potential customers. Amidst the clutter of GIFs and memes are attempts by innovative, engaging brands to connect with their audience in a meaningful way. Two popular, related methods of doing so are chance-based sweepstakes and skill-based contests.

Usually, the creative minds in marketing, sales or community outreach are the ones creating and running these promotions. Unfortunately, failure to consult with a legal team can result in many legal compliance issues being overlooked. If you are thinking about launching a skills contest or sweepstakes, there is a multitude of compliance issues for you to address. While all of this should be done with the assistance of your lawyer or legal team, you can make their job easier – and your results better – by being thoroughly prepared.

For helpful, easy-to-implement tips for defining your promotion, creating common documents, preparing for regulations and more:


E-newsletter readers

E-Newsletters are Regaining Popularity

With so many other ways to reach customers, many marketers and business owners wonder, is it still worth sending email? The short answer: Yes.

Although social media has been a dominant force in reaching audiences, e-newsletters are still gaining popularity due to the fact that users can look at the email at any time, giving it a longer “shelf life”.

There are several key factors to creating an email newsletter that people will actually read. Here are three.

Timing.

Tuesday’s have the highest open rate of 19.9% and click through rate of 4.55%. It’s also known to be the most popular day to send emails. Consider circumventing the masses. (Source: Getresponse)

The first hour matters most. The highest open rate will be an hour after your send time, so it is important to keep this consistent so it can be part of your audience’s routine.

Pick a time & stick with it.  Consider what your audience is doing at certain times of the day based on their demographic and what you know about their work/personal time. Are they commuting, just getting to work, or are you sending it on the weekend? Choose wisely.


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HGX Creative Places in Leading International Awards Program – 2017 Communicator Awards

HGX Creative Places in Leading International Awards Program – 2017 Communicator Awards

Out of more than 6,000 submissions from all over the world, HGX Creative is named an Award of Distinction winner in the 2017 Communicator Awards® competition for its creative work for New England Dairy Promotion Board.

“We are always proud to be recognized for our creativity, and winning a Communicator Award of Distinction is an honor,” says Debbie Nierman, Founder and Chief Creative Officer at HGX Creative. We really enjoy the work we do with the New England Dairy & Food Council (NEDFC).  We’re fortunate to be part of such an important effort and to work so closely with a team of experts responsible for working with dairy brands, retailers, state government and farmers to create promotions, programs and events that promote their region’s high quality dairy products and help people better understand where their milk comes from. This award is a testament to what we do. The results NEDFC gets from the work we do is why we do it.”

The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications. Founded over two decades ago, The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world. The Communicator Awards honors work that transcends innovation and craft – work that made a lasting impact, providing an equal chance of winning to all entrants regardless of company or agency size and project budget.

Please visit communicatorawards.com


Logo design

How one company put its logo to work and boosted revenue by 10% a year

HotelTonight has one of the best logos we’ve seen in a long time – simple yet extremely smart. And it doesn’t just look good, it works! The simple lowercase “h” design was purposefully created to look like a bed and what’s even more clever is how they’re using it to impact the metrics of the business in terms of the results.

HotelTonight is an app that helps users find last-minute details on hotel rooms in three taps. These bookings are generally non-refundable. Prior to the development of the new bookings interface, HotelTonight was experiencing unintentional bookings of about two in every 1,000. Complaints and time spent processing refunds were at an all time high. HT began to look for a design solution, hoping that a clearer user interface would stop the confusion for customers and bolster the company’s bottom line. And it found one.

HotelTonight engineer Ray Lillywhite came up with the solution to make the elongated “h” logo a slide bar that users have to trace their finger along to book a hotel. Because of this, accidental bookings dropped, and non-completion of the booking process dropped by 75 percent, according to Fast Company Design. The non-measurable results can’t be ignored either. It’s memorable and different from what’s out there, making it certain to capture mindshare.

This kind of integration of logo and UI is part of a larger trend—logos aren’t just logos anymore. For HotelTonight, the logo doubles as an unlocking mechanism for booking a hotel room. Both are more than just a visual system. They extend the brand beyond the surface-level identity and turn it into a functional tool for the user—a key to the future of branding.

Image: via HotelTonight  |  Article adapted from Multiple sources including fastcodesign.com; Katherine Schwab


Athleisure

Athleisure Apparel: No Longer Just for the Gym

Fashion-forward workout gear has moved beyond the barbell, eluded the elliptical and transcended the treadmill – becoming a wardrobe staple for those who prefer casual comfort all day long.

The health and fitness craze that is sweeping the nation is apparent in the retail industry’s love of athleisure apparel. Athleisure is trending and will continue to grow and expand in 2017! It’s crossing over from the gym to everyday life. Athleisure clothing is predicted to become a fashion staple and go-to for not just the gym, but for the office as well, due to the many comfortable, sophisticated, fashion forward, and high quality level designs being offered. Trend experts are saying they expect athleisure to take over in 2017, and that it will be worn by everyone, especially women. Orange is expected to be the big color of 2017, as well as washed out and faded colors, as well as a return to neon. It’s the perfect mix of comfort, fashion and practicality, thus making it a hit for every setting and environment in one’s life. Athleisure is all the rage and in demand, so for your next incentive program, company store, sweeps & contest prizes or promotional giveaway, take a closer look at this hot and growing apparel category.


A modern spin on an oldie but goodie!

The Polaroid Snap Touch camera makes it fun and easy to snap, print, and share. Its built-in printer lets you share on the spot with high-quality, full color photos on adhesive-backed paper. Best of all, there’s no ink or toner cartridges to contend with. You can choose to print right away or later. You can also capture the moment in high-definition video. Customize your photos with borders, filters, and digital stickers. Bluetooth connectivity lets you connect to the Polaroid print app for more editing features.

Features

  • 5″ LCD touchscreen viewfinder
  • Photobooth mode
  • Burst mode
  • Filters, borders, and digital stickers
  • Auto timer
  • Built-in selfie mirror
  • MicroSD card slot (up to 128GB)
  • Micro USB port
  • Microphone & speaker
  • Built-in rechargeable lithium-ion battery
  • Snap and print — no computer connections needed
  • 2×3” full color, waterproof prints using Zink® Zero Ink® Printing Technology
  • No Ink. No Hassles.™ — no ink cartridges or ribbons to throw away

CONTACT US TO LEARN MORE & TO TRY ONE!  508-405-4506


HGX Client profiling

Client Profiling: Top of the To-Do List

Understanding a client’s personality makes for a more productive process, no matter what the goals and expectations

It’s all about us, isn’t it? We take endless quizzes and surveys, trying to figure out our ‘type’ – A or B personality, introvert/extrovert, hopeless romantic, cynic, do-it-yourselfer, whatever. 

The same profiling can help streamline the planning process if clients could also be categorized as a ‘type.’ Procrastinator? DIY-er? Bargain shopper? They come in all shapes, sizes, and idiosyncracies, but there are a few basic client types:

The Non-Planner (aka The Last-Minute Marketer)
Who they are: They need to promote a new product or their brand, but they have no idea where to start – so they don’t – until their deadline is upon them. Oh, and they don’t have a budget, either
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Let the Games Begin!

How do promotions, sweeps, and contests drive sales, increase loyalty and make your brand a winner? HGX’s latest promo to benefit Special Olympics Massachusetts (SOMA) does all three.

Try it for yourself! Play the game at www.somawin.com until April 1.

This particular promo’s goal was not only to engage SOMA volunteers, fundraisers, athletes and their families to “like” SOMA’s Facebook page,…
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