Copywriting Tips for Compelling Direct Mail 

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Developing a persuasive and effective direct mail campaign is an involved process. Not only should your design, font, and graphics look enticing, your copy should spurn action and reflect the value your business has to offer. Truth be told, your direct mail campaigns may require numerous revisions but the end result is worth it. Copywriting is an artform and there’s a multitude of ways you can help engage your potential customers. Whenever possible, it’s always a good idea to work with a professional writer to ensure that your copy is free of errors and awkward phrasing. Having error-free copy isn’t enough, though. Your copy should generate consumer interest and action. Following are insider copywriting tips that can help you convert direct mail recipients into your customers.

3 Easy-to-Implement Copywriting Tips for Direct Mail

#1 Focus on Benefits Instead of Features

It might seem like drafting copy detailing the features of your product or service is a great way to reach potential customers. While the features of your offerings are certainly important, it’s often easier to win over potential customers when you develop copy that is benefits-forward. 

Let’s say you own a power washing company. You may be tempted to lead with the features of the state-of-the-art equipment you use. While these features may really resonate with you because you are an industry insider, these features may not pique consumer interest from folks outside of your industry. Leading with the benefits your services provide, however, can resonate with almost anyone reading your direct mail. Your copy should reflect how power washing can improve the appearance of many exterior surfaces, including sidewalks, driveways, decks, and exterior siding. Pepper in some striking before and after photos to accompany your copy and you could have your phone ringing off the hook with inquiries. 

#2 Address Common Objections

Before you send out a direct mail campaign, it’s a good idea to make a list of common objections you hear when trying to sell your product or service. Objections such as “I don’t have enough money for this service” or “I tried a similar product and it didn’t work for me” can be addressed in your copy. One trick marketers use is to break down costs into smaller increments. For instance, a supplement may cost $60 a month, which may turn people away if they know there is a comparable product for a lesser price. Your copy, however, could break down this cost into a more palatable number by stating “Improve your energy levels for just $2 a day”. Anticipating objections and addressing them with facts goes a long way with hesitant consumers.

#3 Identify and Acknowledge Your Potential Customer’s Frustrations

Your product or service could enhance a person’s life by eliminating or reducing some type of stress. A house cleaning company, for example, would want to lead with copy that acknowledges how time-consuming and laborious it can be to maintain a clean and orderly home. Identifying your customer’s frustrations is a powerful tool. Following up with something like “Imagine what it feels like to come home to an immaculate house after a long day at work” provides a tangible and enticing solution to their problem. 

Deploying a compelling direct mail campaign is a daunting task. Fortunately, these copywriting tips can help you get started. If you are feeling overwhelmed, reach out to the experts at Pel Hughes. We offer in-house printing and fulfillment, graphic design, campaign automation, and world-class client service. Call our friendly team today at (504) 486-8646 to request a quote. 

Advertising in Print: Myths and Truths 

Advertising is the lifeblood of enterprises throughout the United States. Properly-executed advertising can boost sales and deepen brand recognition. In the last 20 years, the use of digital advertising has exploded. While digital ads have their merit, it’s wise to avoid overlooking the power of advertising in print. Pel Hughes is a family-owned printing company that helps businesses develop direct mail campaigns, business cards, catalogues, and more. 

If you’re wondering whether print has a place in your advertising repertoire, consider the following dispelled myths. 

Myth #1 Print Ads are Expensive

Many business owners hold a misconception that advertising in print is more expensive than digital but the truth is that print ads are more affordable than you might think.  For instance, a local cabinet manufacturer may not have the budget for a two-page spread in Better Homes and Gardens but they likely have room in their budget for newspaper ads or a direct mail campaign. There’s a multitude of ways that you can use print to your advantage—even if you have a limited advertising budget.

Myth #2 Digital Ads are More Effective than Advertising in Print

Digital ads can be of great benefit, particularly when you want to tap into markets in various regions. Although digital ads are useful, it doesn’t mean that print is of no benefit to you. In fact, blending print and digital advertising can yield great results. 

In some cases, print could be more effective than digital. One great example of this is through direct mail. Human beings are hardwired to distrust digital advertising and similarly, they tend to be more inclined to trust print. This is true across all demographics. Consider the following statistics:

  • 82% of consumers report that they trust print ads above all other advertising mediums
  • Print ads amplify digital advertising. In fact, print campaigns could boost digital ads four times higher. 
  • People retain more when they read from paper over digital mediums. When a person reads a print ad, they are able to retain more information for a longer amount of time. Print captures people’s attention—full stop.

Myth #3 Advertising in Print Only Appeals to Older People

It might seem logical to think that younger folks prefer digital over print but research proves otherwise. Millennials respond very favorably to print and this demographic funnels about $600 billion into the economy through consumer spending. If you’re still not convinced that print appeals to younger people, consider the following statistics:

  • Over 70% of millennials read retail inserts 
  • Over 50% of millennials peruse catalogues and magazine ads
  • More than 75% of millennials read their direct mail 

Print advertising could boost your bottom line. If you’re considering advertising in print, we invite you to speak with one of our experts at Pel Hughes. From direct mail to banners and promotional products, we deploy advanced technology in database management and campaign automation to help businesses in every industry harness the power of print. We can also assist with cross media marketing. Call us today at (504) 486-8646 or visit our blog to learn more. 

Advertising with Print in the 21st Century 

From online banking to remote learning and app-based grocery shopping, it might seem that almost everything has moved to the digital space. Even the advertising world has be rocked by this fact of 21st century life. Although digital advertising has its merits, it doesn’t mean that print should be overlooked. Print advertising still has a place—especially specific forms of it, which can be more effective than paid-search and social media advertising. 

New small- and medium-sized businesses run by younger entrepreneurs may not be aware of how they can merge print advertising with digital. If you’ve ever wondered what constitutes print advertising, how effective it is, and whether you should implement print campaigns, the pros at Pel Hughes have developed a handy crash course. 

What constitutes “print advertising”?

When we think of print advertising, we might conjure images of two-page spreads of luxury products in glossy magazines. While this is certainly an example of print advertising, it doesn’t encapsulate all the ways that you can use print to your advantage. 

Following are some of the most common forms of print advertising:

  • Catalogues
  • Leaflets
  • Circulars
  • Posters
  • Brochures
  • Flyers
  • Business Cards
  • Banners

Chances are, you likely have utilized at least one form of print advertising, such as business cards, in the past. And, you have likely received some form of print advertising in the last two weeks in your mail. That circular you opened for your local grocery store?  Or A postcard from one of your favorite brands with a discount code? These are great examples of how businesses deploy print advertising in the 21st century. The good news is that you, too can use print for your business in a way that doesn’t make your brand appear antiquated or “stuck” in the past. In fact, you can use print to drive traffic to your website and your social media. 

What are some of the most effective forms print advertising?

One of the most effective forms of print advertising is direct mail. This type of print can encompass postcards and circulars sent to residential and commercial addresses. Direct mail, particularly when it is personalized to its recipient, can send a powerful message. 

First, it is important to acknowledge that most modern people view print advertising as trustworthy—especially when juxtaposed with digital ads. There’s a reason why most people have pop-up and ad blockers installed on their Internet browsers—they have a knee-jerk distrust for them. 

In addition to being trustworthy, direct mail taps into 21st century humans’ need to connect to the past. Life has changed rapidly for all people—especially in the last 20 years. The exponential advancement of digital tech has made many elements of our lives radically different in just a short span of time. Consumers receiving direct mail taps into the powerful emotion of nostalgia. Researchers have studied this phenomenon, including the USPS, and have found that most people—including millennials and Gen Z respond positively to direct mail. 

Beyond direct mail, brochures serve as a powerful print advertising tool. Service industry businesses tend to benefit the most from brochures. A great example of this is the fact that brochures offer plenty of space to sell your service with photos and copy. Let’s say you own a power washing company. Your brochure could have bulleted lists of how power washing is advantageous to your potential customer along with before and after photos. A well-made brochure is a tool that resonates with consumers—especially if a significant part of your business model involves servicing consumers on a local level. 

Advertising with print can benefit businesses and organizations of all sizes. If you’re interested in diving into the world of print, call Pel Hughes at (504) 486-8646. We offer in-house printing and fulfillment, graphic design, and cross media marketing. 

Personalized URL (PURL): Grab Your Customers’ Attention 

We spend more time in the digital space than we do face-to-face. Because of this, personalization seems to be the best way to put a human touch back into commerce. Personalizing everything from direct mail to e-mail campaigns helps show a brand’s consumers that they care about the human being behind the transaction. One way you can add a personal touch to digital advertising is by utilizing a personalized URL (PURL). The pros at Pel Hughes have been utilizing PURLs for organizations and businesses for quite some time. 

What is a personalized URL (PURL), exactly?

A personalized URL generates a unique landing page for a potential customer. When you send out an e-mail campaign, you embed a link into its text that routes a user to a static web page. An example of a PURL is www.JaneDoe.CompanyName.com. You can also place a simple personalized link to the copy of your direct mail. 

When a PURL is generated, the landing page can be customized with specific discounts and other purchasing offers such as buy-one-get-one-free promotions. Your potential customer will see their name along with familiar images like your logo on their personalized page. 

How can a PURL be used?

There’s a multitude of ways that you could implement a personalized URL. First, a PURL could generate sales by offering a QR code or link to specific products that consumer may be interested in. It could also be used to welcome a new member to an organization or educational institution. For example, Pel Hughes developed PURLs for Tulane University, which were printed onto pieces of direct mail. These PURLs were used to provide resources to prospective students. Another way a PURL can benefit your enterprise is when you deploy an e-mail or direct mail campaign for previous customers who haven’t made a purchase in a while. Something as simple as “We’ve missed you, Jane Doe. Visit your personalized link to earn 15% off your next purchase.” 

The possibilities of PURLs are endless; organizations and businesses throughout the United States have found very clever ways to use them. 

Does personalization really matter?

In the post-modern, Digital Age, personalization absolutely matters. In fact, researchers have found that personalized direct mail, for example, offers an ROI that is leaps and bounds more effective than conventional direct mail that isn’t addressed to a specific resident. Personalizing your marketing materials to customers shows care and attention to detail, which is something that almost anyone can appreciate. 

Another reason that personalization resonates with modern humans is the fact that our lives involve daily inundation from media, cell phone notifications, and our work lives encroaching on our personal lives. Because of this reality, our brains have become very adept at filtering out irrelevant information. One way that advertisers can break through this psychological defense is to personalize their campaigns to consumers. So, seeing your full legal name on a piece of direct mail sends a message of “hey there. This is meant for you, the individual.”

The experts at Pel Hughes are here to help you develop great print materials. We can also help you merge digital advertising with print. From campaign automation and database management to stellar signage and direct mail, we have you covered. Give our friendly team a call at (504) 486-8646 to get started. 

Die Cutting FAQs: An Advanced Printing Technique 

Using advanced printing techniques to your advantage could help your business, organization, or special event stand out from the crowd. One popular technique that can make your print materials look and feel unique is die cutting. Die cutting is a process that produces cut outs, uniquely-shaped materials, and a three-dimensional effect to printed materials. 

What is a die cut, exactly?

Chances are you’ve seen die cuts in the past on greeting cards and restaurant menus. Die cutting refers to the steel die that can carve unique shapes into paper. These dies can be used to produce a multitude of shapes cut-out within paper or to cut the entire piece into a unique shape such as a circle, oval, or square. 

An example of a simple die cut is the cut-out section on a mailing envelope that displays the addressee’s name and address through a plastic window. Die cuts could also be used to create unique edges on greeting cards. For example, printed pieces with scalloped edges are typically the result of a die cut. 

When should a die cut be used?

Die cutting isn’t normally seen with direct mail or catalogues. It is common to utilize die cutting for greeting cards, event invitations, and stationary. Die cutting typically adds decorative elements to print. Silhouette die cutting is particularly useful for evoking vintage appeal while simple cut-outs lend a contemporary or modern appearance.

 Similarly, a die cut can serve a functional purpose, too. Cut-outs may be used to bind materials, create open-ended envelopes, and as knots to hold pieces together. Bear in mind that mailed pieces with die cut treatments should be placed in envelopes to help protect them from tears while they are in transit. 

Are there limitations with this printing technique?

While die cuts can make for stunning print pieces, this technique does have its limitations. One common limitation of this technique is the size of the die. Most of the time, die cutting is reserved for small areas. Different press capabilities can affect the size of dies as well. 

Can any type of paper be used for die cutting?

For the most part, thinner stock produces cleaner die cuts. Thicker stock tends to affect the crispness of the cut portion’s edges because it generates more resistance against the die. Stock made from cotton typically doesn’t make the cleanest cuts either. When in doubt, speak with an experienced printing professional to determine if this printing technique is right for your project. Our team can assist with selecting the best stock for your needs.

If you’re curious about implementing die cuts into your print campaigns, we encourage you to speak with the experts at Pel Hughes. In addition to die cutting, we offer other striking embellishments like spot UV and foil printing that can make your campaigns stand apart from others. 

Pel Hughes is a woman-owned enterprise that serves businesses and organizations in an array of industries. Visit our website or call (504) 486-8646 to request a quote. 

5 Tips for Response-Driven Direct Mail Campaigns 

Did you know that businesses who use direct mail can see higher response rates than social media advertising and e-mail marketing? It’s true; when direct mail campaigns are properly executed, they can yield great results. When considering venturing out into direct mail advertising, it is important to know what makes direct mail campaigns effective and what doesn’t.

The pros at Pel Hughes have helped businesses throughout the United States develop compelling direct mail campaigns. Here, we have compiled five tips to help you get on the right track. 

#1 Define Direct Mail Campaign Objectives

Every advertising campaign needs clearly defined goals. Are you looking to drive sales? Perhaps you are opening a new location of your business and want to announce your presence to your community. Before you begin the process of composing a direct mail campaign, it is important to figure out exactly what your goals are. 

Common goals can include: increasing sales, generating interest in your services, reaching out to target demographics, and increasing traffic to your website or social media channels. 

Defining your goals helps shape the direction of your campaign. 

#2 Know Your Competition

Does your competition use direct mail to solicit potential customers? Is your competition attracting new leads at a rate higher than yours? How does your messaging and brand image differ from your competitors? Understanding your competition and evaluating their approach to advertising can help you develop direct mail campaigns that highlight the advantages of choosing to work with your business. 

#3 Develop a Great Mailing List

In the past, businesses sent direct mail to as many people as possible. Focusing on quantity over quality, however, can yield less-than-ideal response rates. With advanced technology, businesses can purchase mailing lists that are carefully curated to reach the exact demographics you want. Using this data to your advantage can enhance the effectiveness of your print advertising initiatives. 

#4 Utilize a Compelling Call to Action

Good direct mail campaigns have clear calls to action. Your recipients should understand precisely what it is that you would like them to do. Common calls to action involve booking an appointment for a service you provide, signing up for an e-mail mailing list, following your social media channels, or using a coupon you provided for their purchases. Your direct mail pieces should have easy-to-find contact information in addition to clear calls to action.  

#5 Solicit Help from Printing Pros and Graphic Designers 

These days, many business owners will take a do-it-yourself approach. While this can save money, some tasks should be delegated to experts. Direct mail is one task that can benefit from the expertise of print and graphic design professionals. Working with our team at Pel Hughes can help ensure that your direct mail campaign resonates with your potential consumers. Our team can help you develop striking direct mail pieces that reach the customers most likely to do business with your brand. 

If you have questions about direct mail campaigns, check out our website and blog to learn more. You can Pel Hughes at (504) 486-8646 to request a quote. 

Direct Mail: The Impact of Color Psychology 

Lauded psychologist, Carl Jung believed that “color is the mother tongue of the subconscious.” In other words, he believed that color affects our mood and it can influence our actions. If you’re looking to deploy a direct mail campaign, color selection is an important design element you might have overlooked. Gaining an understanding of color psychology can enhance your marketing efforts.  

The Basics of Color Psychology 

A good deal of research has been dedicated to the use of color in marketing and how it influences consumers. From this research, we know that color can impact the perception of a brand’s image and its services. For instance, there is a psychological reason why most fast food establishments have bright hues of red and orange in their messaging. The colors a person sees can affect their overall perception of a brand or product. This is because color evokes emotion. For instance, the color red is associated with hunger or passion while blue is associated with tranquility and trustworthiness.  

Determining which colors you select for your direct mail campaign should be based on your existing brand image, what works well with your logo and other branded graphics, and the industry with which you operate.  

Graphic designers can help you pick colors that won’t appear distracting or unprofessional with your existing brand image. It is important to consult with professionals since selecting the wrong tone of a color or using too many colors could detract from your overall message. Your goal is to seamlessly inject color to evoke a response and without help from a professional, you run the risk of turning potential customers off. 

Color Psychology and Emotion 

If you’re wondering which colors could enhance your next direct mail campaign, it is important to have a basic understanding of the emotional response connected to specific colors.  

Here’s a helpful guide to get you started: 

Red: This color is seen as energetic. Red hues are commonly associated with passion, excitement, and hunger. When you think of this color, consider how people feel when they see Target’s or Coca-Cola’s logo. 

Blue: Seen as tranquil and reliable, blue is often associated with trustworthiness and dependability. A great example of blue being used to promote these emotions is how major car insurance carriers such as GEICO and Allstate utilize this color.  

Green: Conveying wholesomeness and vitality, green is often associated with nature and inviting environments. This is why many supplements, health products, and wholesome foods utilize green in their logos. Businesses based in the agricultural and food preparation industries commonly use green for these reasons.  

Orange/Yellow: These colors tend to promote feelings of optimism and joy. Due to their bright nature, these colors should be used sparingly and thoughtfully. Popular orange- and yellow-themed brands you know include Taco Bell, Nickelodeon, Fanta, and MasterCard. 

Purple: This color is most commonly associated with wisdom, royalty, and creativity. Purple is commonly seen in skincare products and among innovative brands with staying power such as Yahoo!, FedEx, and Hallmark. 

White: Typically associated with purity and cleanliness, white can evoke strong emotional associations with consumers. Many modern and minimalist brands like Ikea and Apple utilize white very well.  

Black: Although black isn’t technically a color, it is a hue that evokes emotion. Black is often perceived as strong, capable, and dominating. Popular brands you know of that utilize black include Adidas and Chanel. When black is executed strategically, it can command attention in all the right ways.  

If you have questions about color psychology and your next direct mail campaign, give the Pel Hughes team a call. We offer in-house graphic design and printing with excellent client service. You can request a quote online or call us at (504) 486-8646. 

Variable Data Printing Takes Direct Mail Marketing to the Next Level 

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Did you know that people have a stronger urge to take action with direct mail than they do with digital advertising? According to research conducted by the USPS, it’s true. There is clear data to demonstrate that people will respond to printed marketing materials more favorably than they would digital. While the numbers back up the notion that direct mail is still a powerhouse when it comes to driving sales, bear in mind that not all direct mail is created equal. One way you can make your direct mail more effective is to utilize variable data printing.  

What is variable data printing, exactly? 

Variable data printing is a method of digital printing that allows for interchangeable text without interrupting the printing process. This technology even makes it possible to utilize different graphics from piece to piece. 

 Variable data printing (VDP) technology is what makes personalizing direct mail a reality. In fact, you have probably had pieces delivered to you that utilized this VDP. With VDP, you can personalize pieces to address recipients by name on envelopes and on the salutations of letters.  

What are the benefits of variable data printing? 

One way that VDP is advantageous for your direct mail campaigns is the fact that they tend to see higher response rates. Conventional direct mail that doesn’t utilize VDP typically sees a 1% response rate. Adding VDP to the mix could easily double your response rate.  

Not only could using VDP double your response rate, it could save you money by making it possible to deploy smaller campaigns. If you know your response rate will be higher, you could downsize your campaign and still see a higher ROI. The cost savings of a smaller response rate could translate to you having the budget to use high quality graphics and paper. Investing in the quality of your direct mail can help you target niche markets such as consumers who prefer luxury products or eco-conscious buyers.  

Who benefits from VDP? 

VDP could benefit any brand but certain types of brands may find more value by implementing variable data printing. For example, brands selling niche products or catering to a specific consumer group tend to see great results with VDP. Companies selling services or products with high margins typically see better results with direct mail than businesses like restaurants or dry cleaners. This technology also helps enterprises attract new customers by boosting brand awareness.  

The best way to determine which form(s) of marketing and advertising are right for you is to devote time to research and speak with printing professionals about your budget, goals, and needs.  

Our team at Pel Hughes is happy to help you navigate your print marketing options. Our family-owned printing company serves businesses and non-profits of all sizes throughout the United States. We provide in-house graphic design, world class printing technology, database management, and campaign automation to help you boost your sales and develop a brand with staying power.  

Give our team of experts a call at (504) 486-8646 to request a quote.  

Crush It At Your Next Trade Show with these Tips

Now that COVID-19 is less of a threat, businesses are returning to their tried-and-true methods for reaching their clientele. As the economy opens back up, cities are hosting trade shows again. The likelihood that social distancing will continue to be practiced means that your booth at a trade show should be enticing with eye-catching banners or signage, your products, and well-stocked with promotional products and brochures.  

If you’re wondering how to make a great impression at your next trade show, consider the following helpful tips.  

Invest in Eye-Catching Banners or Signage 

Your booth should be enticing. You don’t want to be lost in a sea of homogenous booths. One way you can attract passersby is to have professional signage and banners that utilize your logo, attractive color schemes, and your company’s name. Well-designed banners help convey your brand’s message to others.  

The printing pros at Pel Hughes can help you develop materials that make your tradeshow booth pop. From banners to signage, our team has you covered.  

Stock Your Trade Show Booth with Promotional Products 

One thing that people look forward to at a trade show are the freebies. Promotional products can help make a lasting impression on trade show attendees. Items like pens, coffee mugs, and reusable water bottles boost brand awareness and can drive sales down the road.  

Pel Hughes offers an array of customized promotional products including face masks, hand sanitizer, reusable totes, calendars, coasters, mousepads, and umbrellas. Branding these materials with your logo and company name can serve as consistent advertising for years to come.  

Ensure that You Have Plenty of Brochures and Business Cards 

Every trade show booth should be stocked with brochures and business cards. A trade show attendee may interact with brand representatives from hundreds of booths, which can be overwhelming. Providing brochures and business cards can help attendees remember your company down the road.  

In a post-pandemic world, brochures and business cards will likely be more powerful than ever. These visual tools can help attendees understand what your company has to offer—particularly when social distancing and COVID-related hesitation affects face-to-face interactions.  

Well-made brochures should have great design, copy, and quality paper. Business cards should have eye-catching design and legible font selection. Sometimes, advanced printing techniques like raised varnish and foils produce memorable and polished business cards.  

Pel Hughes can help with both. We offer in-house graphic design and utilize state-of-the-art printing technology.  

Familiarize Yourself with Audio/Video Equipment 

The pandemic has made an impact on the sales world. Brand representatives have to contend with people who are more hesitant than ever to interact. One way around this justifiable hesitation is to utilize audio and visual technology to your advantage. Running a demo reel of your product or services along with customer testimonials and advertisements helps generate interest in what your company has to offer.  

If you intend to incorporate audio and visual tools at your trade show booth, it’s important to learn how to use this equipment long before the big day.  

If you have an upcoming trade show, consider reaching out to the pros at Pel Hughes for help. We work with businesses and non-profits in every industry. Our mission is to provide world-class service to help our clients’ businesses thrive. Visit our website to request a quote or call (504) 486-8646.  

3 Helpful Factors to Determine the Success of Direct Mail Campaigns

Evaluating the success of direct mail campaigns involves taking a comprehensive view of the types of marketing you’re using and the metrics you have. For instance, focusing heavily on one type of metric may not provide a detailed view of which elements of your marketing efforts are working and which aren’t.  

Direct mail has a powerful effect on brand recognition and consumers’ purchasing behavior. Most people find direct mail to be trustworthy and pleasant. This is a stark contrast to how some people feel about digital advertising including e-mail campaigns and sponsored content on social media.  

If you’re curious about determining the success of your direct mail campaigns, the experts at Pel Hughes offer three factors you should consider.  

#1 Utilize Cross Media Marketing  

Consistent branding across digital and non-digital channels is an important component of developing consumer awareness with your brand and your services. Inconsistent messaging can be confusing for consumers. When deploying a direct mail campaign, be certain that your messaging across all marketing channels is on-brand and cohesive.  

Direct mail can help spurn consumer action while digital advertising can help expose potential consumers to your brand. Utilizing cross media marketing properly can enhance the effectiveness of all your marketing efforts. One way to merge digital marketing with direct mail is to include incentives for visiting your website or following your social media accounts. For example, coupon codes and buy-one-get-one free promotions are great for driving direct mail recipients to your online store.  

#2 Pinpoint Audience Insights from Direct Mail Campaigns

Data can help you determine what parts of your marketing strategy are resonating with consumers. Pinpointing the metrics that help you determine this will make it that much easier to replicate a successful approach in the future.  

Helpful data such as logging answers to questions like “how did you hear about us?” can help you evaluate where new interest in your business is coming from.  

When it comes to evaluating data for consumer insights, it’s important to look at a number of metrics. Tracking website visits, increased sales, affiliate marketing links, and coupon codes specific to your direct mail campaigns are great tools for determining what generates consumer interest.  

#3 Find Balance in Creativity 

Creativity is powerful but undisciplined creativity can be a waste of your time and money. Brands need to find balance between the analytical and the creative. That being said, it is important to not stifle the creative process or the insight of graphic designers and copywriters. 

 Instead, pool ideas together and select the ideas that can help replicate successful marketing efforts of the past. One way to harness powerful creativity is to operate with an understanding of what your target consumers find important and by following the market trends of your industry.  

Pel Hughes is a family-owned enterprise offering the latest in printing technology and campaign automation. We have served businesses and non-profits throughout the United States. Our mission is to help brands thrive in an increasingly competitive business climate. Give our friendly team of experts a call today at (504) 486-8646 or fill out our convenient contact form online to request a quote.