Gain the Mouth-Watering, Competitive Advantage

In 2011, Matt Salzberg was a restless associate at a Silicon Valley investment firm. He and his friend Ilia Papas wanted to create a business and were intrigued by food.

“We both loved food,” Salzberg said. “We liked trying new ingredients, new recipes, new techniques, but we found it really inaccessible to cook at home. It was expensive, time-consuming and difficult to find recipes that we trusted.”

The duo tried a few ideas before landing on the one that became Blue Apron: give people an easy way to make dinner using chef-recommended recipes and the fresh, precisely measured ingredients they’d need. With 20 friends beta-testing the product, Salzberg immediately realized they had a winner. Beyond rave reviews and contagious social media sharing, they had undeniable momentum:

“Pretty much from day one we’ve had steady exponential customer growth. I think the moment we did our first week of deliveries we sort of knew that we had a business that we thought would be really successful.”

By August 2012 the team was shipping recipes to early testers, and three years later Blue Apron was delivering millions of meals to monthly subscribers, the company valued at a whopping $2 billion!

Find Your Competitive Advantage

Initially, some scoffed at the thought of paying restaurant prices for something you labored to cook at home.

But they overlooked Blue Apron’s unique advantage: appealing to “foodies” who loved high-end meals but relished the opportunity to cook them. Blue Apron found a niche in the market that catapulted them to exponential growth and national exposure.

Competitive advantage is that “special something” that draws customers and keeps them coming back.

Why do you buy a Ford versus Chevy? Why do you spend $80 on a certain brand of jeans? The answer lies in the competitive advantage, the unique set of features a product has that makes it superior in the eyes of a target audience.

Competitive advantages include niche strategies (like Blue Apron), cost advantages, and product or service differentiation. Consider these examples:

Cost Competitive Advantage

Companies can grab an edge when they control costs and efficiency in ways that create maximum value for consumers.

Walmart uses this advantage by providing a large selection combined with low prices through its retail size and strength. Some companies draw from years of experience, overseas production, or streamlined workflows to minimize expense.

As you brainstorm cost advantages for your customers, consider how you can improve productivity from your team, if your technology or equipment is cost-efficient or needs upgrading, or where you can give customers a cost break via delivery options, locked-in service rates, or freebies that come as a bonus for specific orders.

Product Differentiation

Another way to gain a competitive advantage is through product differentiation.

As you distinguish yourself in the marketplace, focus on the value you offer through your unique products. What makes your toothbrush one of a kind? How is your technology superior to other market options? How does your farmer’s market produce outclass the bounty of your competitors?

People love getting the best product for their penny, so work hard to highlight your advantage and shout it loud through print and digital pieces that spotlight your strengths.

Service Differentiation

While cost or product advantages can quickly disappear (or be duplicated), every company can offer one-of-a-kind service advantages.

Whether its bundled subscriptions, outstanding customer care, or unrivaled warranties, build a benefit that is exclusively yours. Consider bonus delivery features, apps that are user-friendly and easy to learn, terms that are simple and risk-free, or energizing ambiance (like funky décor or stellar store atmospheres). Make customers so spoiled they’d never consider your competitors!

Advertisements

4 Print Marketing Trends to Inspire You in the Year to Come

Print marketing is compelling, memorable, and engaging.

As people touch, hold, and even smell paper, they respond in a profoundly personal way.

While digital communication is booming, this has only enhanced the unique voice that print brings for any business. Millennials and Gen Z are very difficult crowds to reach digitally, with 63 percent using AdBlocker and 82 percent ignoring online banner ads. This trend toward tactile is stirring potential for many exciting creative opportunities.

Today, we’ll highlight four print marketing trends from 2018 to inspire you in the year to come.

Simplicity

The world is filled with chaos, and fundamentally, viewers long for a return to simplicity.

Minimalist designs offer the respite people crave. Minimalist designs include images with a clear, elegant purpose, maximizing white space and using layouts that are clean and authentic. Uncluttered visuals bring an honest, compelling point into focus in a quick and arresting way.

For years, TBWA Paris has been on a mission to advertise McDonald’s in the most minimalist ways possible. This started in 2013 with extreme close-up photos of food and followed with computer-icon-style pictograms featuring McDonald’s menu items reduced down to very spare illustrations. Many of these ads used no branding whatsoever: the point was that the food was so recognizable it didn’t need a label.

By 2017, McDonald’s had the food disappearing altogether, featuring top sellers like fries, McNuggets, or Big Mac cartons that were completely empty (apart from a few crumbs), because the food had already been devoured by famished customers.

Effective? Absolutely. These simple ads bypass the brain and go straight to the stomach.

Personalized Print Pieces

Print is already a highly personal medium, but advances in technology allow businesses to enjoy increased access to personalized posters, flyers, direct mail, and more.

If you want to impress, try gathering online data about customer preferences and include that in print.

Branding even the simplest products has also allowed companies to gain a more personal touch. For example, a local auto garage printed customized labels for its water bottles and offered complimentary water to customers while they waited.

Color

If you’ve ever painted a room, you know the significance even a slightly darker hue can bring. Color experts Pantone released color trends for 2018 with this advice:

  • If you want to look resourceful, employ blue and orange hues
  • If you want a playful tone, choose yellow
  • If you’re looking for something discreet, try pink
  • If you want more sophistication, choose gold

What if you want to reach a diverse crowd?

According to Pantone, rosy tones bring a palette that “reaches out and embraces many different cultures.” Pantone said in 2018, print marketing was trending away from pastels and toward bright, bold colors:

“Intense colors seem to be a natural application of our intense lifestyles and thought processes these days.”

Storytelling

Storytelling is not just for YouTube.

Print that tells a story can alleviate suspicion and make instant connections, especially with younger audiences.

A Spanish lollipop grabbed this edge with its “ant aversion” ad for Chupa Chups lollipops. While normally a company might bore viewers with guilt trips for sugar-free products, Chupa Chups chose a “visual story” to make their point.

In the print ad, a sticky sucker had been discarded on a rock slab near the lawn. Meanwhile, a triple-wide line of ants detoured around the candy, heading toward the grass. The headline, “It’s Sugar Free,” brought a resounding finale to this playful story.

Chupa Chups reminds us that print is at its best when it is used as an art. Use vibrant colors, minimalist designs, and personalized print pieces to grab their attention and tell your story this year.

How to Use Customization to Gain Customers

Coca-Cola is a brand built on scenes of enjoying life together.

Coke has worked tirelessly to promote not only its product, but the message behind it: that sharing, or gathering family and friends together, brings happiness. “Enjoying a coke” is the message in every ad, every culture, and every medium Coke communicates through.

The company’s 2014 “Share a Coke” campaign was one of its memorable marketing initiatives in history. That summer, Coca-Cola removed its iconic logo on 20-ounce bottles and replaced them with 250 of the country’s most popular names. Consumers were encouraged to find bottles with names that held personal meaning and to share them with others or post photos online with the hashtag #ShareaCoke. Within the first year, more than 500,000 photos were posted. Consumers ordered over six million virtual Coke bottles, and Coca-Cola gained roughly 25 million Facebook followers.

A Distinctly Personal Experience

What did Coke tap into that prompted this momentous reaction?

In part, it was the desire for a personal experience. For teens and millennials, personalization is not just a fad, but a way of life. Today’s consumers place a high value on self-expression, individual storytelling, and staying connected. Coke powerfully aligned playfulness, fun handheld products, and customization in a campaign for the ages.

In today’s global economy, consumers are more aware of product options and of what other people are buying. Subsequently, they’ve become more demanding about the products they purchase. Deloitte Global found that 36 percent of consumers expressed interest in purchasing personalized products or services and one in five were willing to pay 20 percent more for these options. Customization gives companies an edge in cosmetics, clothing, food prep, and toys, to name a few.

Personalized offerings add costs to the manufacturer but frequently result in higher profits because of:

  • A price premium associated with the benefits
  • More loyal, satisfied customers
  • Greater word of mouth because of the increased satisfaction and the “surprise factor” associated with an unexpected range of options
  • Enhanced customer experience via creativity and individual expression
  • Precise taste matching and less need to compromise

How About You?

Do your customers value experience and self-expression? How could you offer this more in your products or services?

It may be as simple as engraving someone’s name in a glasses case or upgrading products with matching accessories. French cosmetics brand Guerlain started offering customizable lipsticks by allowing clients to choose their own combination of case and lipstick color. Customization allows brands to grow consumer engagement and solidify brand loyalty, which is especially powerful in younger markets.

Forbes offers several talking points for firms considering customization:

  • What are the incremental costs associated with the customization options and how will they impact profitability?
  • How many options are necessary and what’s the incremental benefit as the number increases? What price premium will consumers be willing to pay?
  • Which customization options will be the most incremental to maximize sales? A research tool called a TURF (Test of Unduplicated Reach & Frequency) Analysis can help you assess.
  • What level of logistical, operational, and labor complexity will this involve? How often should customization options be updated?

Charlie Gu, CEO and co-founder of marketing agency Kollective Influence, says one budget-friendly customization strategy is the “module” approach. Instead of creating a product from scratch, businesses can offer several component options that can be mass-produced and easily assembled:

Give customers choices, and then let them choose—customization within a framework,” he advises. “It doesn’t actually require any customization of the actual product. The consumers are essentially just picking their own color, but to them, it feels totally customized.”

How to Use a Clear Call to Action to Convert Customers

“The maxim ‘Nothing avails but perfection’ may be spelt shorter: ‘Paralysis.'”

(Winston Churchill)

Have you ever wondered how lion tamers keep wild cats nearly three times their size at bay?

While methods have evolved over the years, traditionally lions were subdued by three tools: a whip, a stool, and a handful of tasty snacks. While the whip or snacks make sense, perhaps you wonder why a stool was used (instead of a sword or a flame, for example)?

How can a small piece of furniture intimidate the king of all cats?

The truth is, the lion is not afraid of the chair, he’s confused by the multiple points on its legs. Cats are single-minded creatures, and the bobbing points of the chair legs confuse the lion into a less focused state. When the lion loses its train of thought, it is distracted from the instinct to pounce on a weaker opponent.

Muddled Communication Can Paralyze Your Prospects

Ever try to rush your kids through breakfast and get stuck at the cereal cupboard?

As they browse a shelf of eight boxes, they slump and groan: “There’s nothing to eat!” What started as a hurry-up turns into a traffic jam. You vow that next time, you’ll only offer toast and Cheerios.

When we don’t give customers a simple, singular call to action, they may also fall into decision fatigue.

Does your website or your print materials overwhelm customers with possibilities?

Psychologist Sheena Iyengar, a professor at Columbia Business School, co-authored a study that showed significantly more conversions happened when shoppers had fewer options. In her example, shoppers had to choose from a display with six different flavors of jam versus a display with 24 different flavors of jam. How did they compare? The conversion rate for the six-flavor table was 30%, while the 24-flavor table was only 3%.

Analysis can lead to paralysis!

What about your method for calling prospects to action? Does your advertisement ask them to commit to a 30-day trial AND use a customer discount code DURING a selected 14-day window? Does your podcast ask people to share with a friend, AND subscribe, AND download previous episodes (all in one breath)?

Perhaps you need to take a step back and use these three evaluation tools:

1. Know Your Main Goal

When you ask people to do several tasks at once (like visiting your website and joining your e-mail list), you’ve probably overshadowed your main goal with several smaller goals.

Focus on one main goal for customer conversion, and use customer loyalty programs down the road to call customers to greater steps of engagement or loyalty.

2. Test Action Statements in Advance

If your communication is a mist in the office, it’s probably a fog on the streets. To determine which CTAs are crystal clear, run some A/B tests with sample customers and find out which ones are generating momentum.

3. Pack Some Punch

Start call to action statements with a strong command verb, like buy, shop, order, subscribe, or win.

Use concise phrases that build enthusiasm. Which of these CTA statements excites you more?

“Consider many of our 200 exciting destination possibilities,” or

“Plan your dream vacation today!”

Keep things sweet, simple, and customer-focused. Once they take the bait you can always present them with more!

Print: Use Faces to Command Viewer Attention

Did you know that humans are the only primates with eyes that contain a white sclera around the dark iris and the pupil?

Consequently, unlike our animal counterparts, we have the ability and tendency to follow each other’s eye gaze, to pinpoint precisely what someone is focusing on, and even to read into the emotion behind a viewer’s eye. This also gives us an innate ability to sense when we’re being looked at or to hastily avert our gaze in awkward moments.

Eye contact plays a crucial role in human communication, and faces have an incredible ability to command a viewer’s attention.

Imagine yourself walking down a busy street in a large city where you don’t know anyone. Suddenly, among a sea of faces, you spy a family member. Among hundreds of people, you can immediately recognize one individual and you have a strong emotional response.

Why is this experience so powerful?

Scientist Nancy Kanwisher identified a special part of the brain called the fusiform face area (FFA). The FFA allows faces to bypass the brain’s usual interpretive channels and helps us identify faces more quickly than objects. Because the FFA is so close to the brain’s emotional center (called the amygdala), the time lapse between recognition and response is nearly non-existent.

Faces Add Impact in Marketing

How does this play into marketing and print? First, it’s important to recognize the impact of faces so we can prioritize them in design.

Research by Catherine Mondloch (1999) shows that newborn babies less than an hour old prefer looking at something that has facial features. Humans prefer humans, and people buy from people! It would be careless to overlook these statistics while continually deferring to inanimate objects. When you’re looking to add that personal touch to your marketing mix, remember faces can help you to:

Connect With People

Large, faceless corporations feel cold and manipulative.

Putting faces on your brand allows people to connect with your audience in a way they can relate to. As you position faces in your ads, remember eyes looking right at people will have the greatest emotional impact, because the eyes are the most significant part of the face.

Create Curiosity

If a face on your poster is gazing toward another spot or product in the margin, people will also tend to track toward that area.

Emotions can be carried from a subject to a viewer as you set a tone within your design. The emotion in the faces you display can draw people to linger at your design or to be drawn deeper into the message.

Cultivate Trust

People react to a photo on a page faster than any other design element, and seeing the people behind a business can establish credibility very quickly.

You can use faces to cultivate trust by using staff profiles on your website, facial photos in welcome displays or high traffic areas, or by utilizing brochures that include testimonials and photos from real customers. If viewers can relate to the people enjoying your product they will automatically build positive associations.

When used properly, the use of people and faces can help you connect with people, create curiosity, and cultivate trust. Bypass resistance and build connections through the magnetic power of people!