Is It Time for a Fresh Look?

Re-branding is a big deal, and it shouldn’t be done lightly. But sometimes, the time is right. Whenshould you consider re-branding your business? Here is some advice from the experts.

1. When something has significantly changed in your business.

Businesses evolve, and there can come a point at which you are a different business than you were a few years ago. Maybe you’ve expanded into new areas. Maybe you’ve had a growth spurt and your local brand needs to grow with it.

2. When your customers have changed.

Not only do brands change, but also their customers change. McDonald’s customers have become more health-conscious, for example. Harley Davidson’s customers have gotten younger. With these changes have come significant changes in presentation of the brand. Has your customer base gone through a significant and long-term change? If so, does this need to be reflected in your branding? 

3. Your visual brand looks stale.

Eventually, even the best visual branding begins to look dated. What looked cool in the 1970s isn’t going to play today. Color trends, fonts, logos, and entire brand representations need a makeover every once in awhile. How long has it been since your brand had one?

4. When customers have lost engagement with your brand.

Customer engagement can often be recaptured with fresh, new ways of marketing, but sometimes, there is something about the branding that no longer connects. If you can’t get sales out of a slump, maybe new branding can help prospects see your products with fresh eyes.

5. You look like everyone else.

When you opened your business in a hot new market 10 years ago, you were unique. But as new competitors poured into the space, that uniqueness is disappearing. If you are no longer standing out from your competition, fresh branding can help you break through.

Think it might be time to rebrand your business? Give us a call and let our brand experts and graphic designers brainstorm with you. 

~ Kelly Mank, President of Time4Printing, Kelly@Time4Printing.com
Google+ - Time4Printing
LindedIn - www.linkedin.com/in/KellyMank
Twitter -  www.twitter.com/Time4Printing 

Switching from Static to Personalized Makes Results Soar

With consumers squarely in charge of product research long before they ever contact your company, content marketing is more important than ever. One of the most important forms of content marketing is the customer newsletter—and more and more are moving to personalized editorial.

What happens to results if you switch from a general-education newsletter to a fully personalized one? One community-based healthcare system found out. After sending a traditional newsletter for years, it began matching the content to what it knew of patients’ health conditions. Personalized content ranged from advances in treatments to schedules for clinical trials.

After about a year, the healthcare system conducted a readership survey to find out how the new approach was being received. The results? 

·          93% of respondents felt the articles were relevant and of interest.

·         73% read the entire newsletter every time it came in the mail.

·         77% said it was easier and quicker to read.

·         95% said they became aware of services that were previously unknown.

Not only did the healthcare system solidify its relationship with existing patients, but nearly every one of those patients learned about some of the provider’s services they didn’t know about before. Imagine the impact on revenues! 

Not every marketer can track to this level of detail, but there are many simple, cost-effective steps you can use to monitor your marketing effectiveness too. Personalized URLs, barcodes (visible and invisible), discount codes, and multiple landing pages for various iterations of the same campaign are all ways to track and measure results.

Talk to us about converting your content marketing into personalized content marketing!

~ Kelly Mank, President of Time4Printing, Kelly@Time4Printing.com
Google+ - Time4Printing
LindedIn - www.linkedin.com/in/KellyMank
Twitter -  www.twitter.com/Time4Printing