Synergy University: Color 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

One of the main goals behind direct mail marketing is to get customers to respond to a call to action.  The next goal is to close a sale. 

In past blog posts, we have discussed some of the ways that you can create effective direct mail.  Have you ever considered the fact that the colors used in your direct mail could create higher or lower response rates?

Color is a form of nonverbal communication that expresses an idea, emotion, feeling, or thought.  Research has shown that color "increases brand identity, assists in memory, increases a reader's participation in ads, and improves readership, learning, and comprehension."  This idea is called Color Psychology.  According to an article by Kendra Cherry, “certain colors can raise blood pressure, increase metabolism, or cause eyestrain.”

URGENT: OPEN IMMEDIATELY

Think about the analytic aspect of designing mail.  Focus on the outcome that you desire from your direct mail campaign and think about how to complement you copy with specific color choices.  Look at the text above and below this paragraph.  Which one catches your attention?  The color red is known for evoking a sense of importance, urgency, and danger.  Stay away from using your favorite colors on a mail piece.  Just because you love them and want to use them doesn't mean that they are going to be effective.

URGENT: OPEN IMMEDIATELY

Here are some direct mail pieces that use color to complement their copy:

Green: luxurious

Purple: wisdom

Orange: joy

Blue: peace

Black: elegance

We want to know: Do you pay attention to colors?  What color catches your eye in a pile of mail?

Our creative and experienced team at Synergy knows how to get readers to open your mail with attention-grabbing colors and copy.  Give us a call today at 714-824-3780 to speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions!

Synergy University: Direct Mail & The Environment

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

We are keepin' it short and sweet today.

Let's debunk some direct mail myths.

Myth: Trees are being destroyed to produce direct mail.

Truth: North America practices sustainable forestry.  Trees are harvested and replanted continually.  Plus, the marketplace is now able to produce paper with a logo that certifies it is from sustainable, forested lands.

Myth: People don't recycle their direct mail.

Truth: In 2007, the federal fair trade commission gave direct marketing businesses and organizations clearance to include “recycle please” messaging on catalogs and direct mail, encouraging readers to recycle.

Myth: Americans throw away ALL their direct mail, without even opening it.

Fact: The average United States household receives less than three pieces of direct mail advertising per day.  According to the United States Postal Service Household Diary Study, sixteen percent of households choose not to read their mail while 81% of people read their mail.

Interested in more information on Synergy and how we can help your business? Maybe you're ready to take your marketing up a notch with direct mail. Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions.

#How #Do #You #Hashtag?

Am I the only one who cringes when I see people hashtag their Facebook statuses?Something about it just really sits wrong with me and I could rant about it for days on end. But I am not going to do that.

In a previous post I discussed how to use a twitter search for online networking but did not go into detail on hashtags or twitter searches. So let's chat. What is a hashtag anyway? The hashtag is designated by the number sign (#). When you put the hashtag in front of a word or phrase it allows Twitter (and Pinterest and Instagram) users to search categorically.

In a targeted Twitter search, using a hashtag such as #newrelease improves the chance that other users will find your tweet. Hashtags are also a great way to streamline things for your own business purposes. Asking participants in a contest or campaign to use a specific hashtag keeps tweets "filed". Gina Harney, a popular health and fitness blogger, encourages readers to use specific hashtags to identify when they do one of her workouts. Her October workout is specified with the hashtag #HereComesHallowLEAN.

Here are three ways to use hashtags to YOUR benefit:

1. Create your own. Use a specific, unique hashtag to identify posts about your business, company, organization, or latest campaign/project.

2. Don't get crazy. It is highly unnecessary to hashtag #every #single #word #in #a #tweet. It also looks like a cross between desperation and spam.

3. Do your research. Use the Twitter search bar to see how people are hashtagging various topics. What ones have the most discussion? Taylor Swift's highly anticipated album "RED" was released today. Hollywood Records strategically used the #RED hashtag to identify that one of their artists had music releasing today as well. Smart move, Hollywood Records. You caught my attention.

Let's talk: What brands use hashtags well? Any hashtag pet peeves like me?

-Marysa Miller
You can follow me on Twitter @marysa_miller

How To: Have Patience While Marketing

You know those people that have absolutely zero patience for anything? Sitting in traffic, slow service at a restaurant on a busy night, waiting for a text message, too many commercials during a playoff game...

I'm not a naturally patient person. At all. After working as a nanny throughout college, I learned that it was a trait I really needed to master. Here are some of my thoughts on having patience while implementing a media or marketing program.

After implementing a marketing campaign the last thing anyone wants to do is wait. The whole idea behind direct response marketing is that you get a direct, immediate response. Let's be real here. As a society we crave instant gratification. We know what we want and when we want it.

The first step is to look at your brand. Do you have one? Who are you? What do you represent? How are consumers going to remember you? This is all key information that needs to be figured out. Get creative and create a brand that people will remember you by.

It's not a quick and painless process. Once you create your brand or marketing program the waiting game begins - and if you are like me, it will be brutal. So what do you do? Keep working. Make a list of your short term and long term goals and focus on them. Rather than getting frustrated over waiting for leads, prospects, campaign participation or what whatever else it is, work on carrying out your goals. Don't stray your focus.

The economy isn't what it used to be. Even if funds are limited I encourage you to stay in the game by finding innovative ways to manage your efforts. In the long run it will pay off. I promise.

Talk to me: Are you patient? How do you stay patient when it comes to any sort of media/marketing project?

-Marysa Miller
You can follow me on Twitter @marysa_miller

Synergy University: Social Media Around the World 2012

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

InSites Consulting have just released a new study to show how people are using social media this year. There are some really interesting figures presented in the report and we want to share a few of our favorites with you.  This study looked at 7,827 people’s social media usage across 19 countries and contains over 2,000 facts and figures.

Social Media around the World 2012 (by InSites Consulting) from InSites Consulting

Social is stable!

One of the interesting statements from the report is that users are happy with their online lives and have no intention of quitting social media.  More than seven out of ten internet users belong to at least one social network.   Six out of ten users use at least one platform daily.

What do people like?

Not surprisingly, the top brands online were Dove, Coca Cola, Samsung, H&M, Apple and Nike.  Why are they so successful?  They connect personally.  The sectors that are most followed are fashion, food, retail, and entertainment.   

Negativity is low, and that’s a good thing.

InSites reports that only 10% of social interactions with brands are negative.  Talk about excellent crisis control.  The three online conversation starters are as experience, promotions, service and competitions.

We want to know: What's your favorite brand online?

Do vs. Don't: Direct Mail

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  "#SynergyUniversity"!

The DMA annual report in 2011 stated that on average, each dollar spent on direct marketing yields an ROI of $11.65.  Non-direct marketing advertising yields an ROI of $5.29.  Many companies have started backing out of direct mail.   In return, other companies have started using it more aggressively. 

Here are a few tips to create a successful direct mail campaign!

DON’T overwhelm readers by printing mail that addresses a variety of unrelated, cluttered topics

DO focus your mail on one important, current issue

DON’T let your mail blend in

DO get your mail noticed so that it is not thought of as “junk mail”

This will definitely catch your attention!

DON’T leave out information for customers to act on if they are interested in your product/service

DO tell the customer the benefits of using your service with clear instructions on how to connect with your company

DON’T mail once and then never again

DO practice consistency in your mailing techniques to maintain presence with your customers



Interested in more information on Synergy and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions.

Synergy University: Online Networking 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Networking used to involve meeting with people face to face, exchanging business cards, and having a (hopefully) memorable and productive conversation.  Whether you realize it or not, we are constantly networking.  Using Social Media to network is now more important than ever before.  The platforms you are actively using are essentially virtual business cards.  Are you using Social Media to network to your full potential?  Here are our top three tips to successfully network online.

LinkedIn is your new BFF: Is your profile updated and complete?  Join groups and discussions to share content that you find relevant and interesting to your industry.  Did you know that on the right hand side of your LinkedIn homepage you can see who has viewed your profile? This means that industry professionals are giving you open access to their interest in YOU.  Would you go to a networking event looking like you just rolled out of bed?  We hope not.  Your LinkedIn profile should be detailed, updated and professional.  When you see that “so –and-so” executive from your dream company views your profile, send them a message.  Ask to set up an informational interview with someone at the company to learn more about internship or job opportunities.

Join twitter chats: Twitter chats are another excellent way to expand your online network.  Share knowledge or learn about a particular topic by engaging in these chats regularly.  Here is a fantastic online resource to find these chats.  The chats are easily accessible through organized hash-tags, like the ones you see.

Start your own blog! What is your passion?  What industry do you want to work in?  Blogs share experience, desires, expertise, and knowledge.  You know those LinkedIn groups you joined?  Share your blog with the members of those groups!  Let people know about your blog using specific twitter keywords.  Make a Facebook page to promote it.  A blog is essentially an online portfolio.  If you are passionate about Graphic Design, share blog posts with tutorials, tips, and personal work. 

We want to know: Do you have any success stories from networking online?

Synergy University: The Power of Instagram

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Did you know?

• Instagram gains one new user every second
• One billion photos have been taken with the app
• There are roughly 58 photos uploaded each second

Basically, don’t mess with Instagram.  It packs a punch and makes branding through photos easier than ever.  On Wednesday this past week, Ryan Seacrest was doing his morning radio show on Kiis FM.  He told listeners that he had just posted a photo of himself to his Instagram account with the tag “#morningface”.  Ryan then asked listeners to (safely) upload their own "#morningface" photos while on their way to school or work.  

• Within 4 hours, over 13,000 Instagram users had uploaded photos to Instagram with the morning face hashtag 
• The photo that Ryan Seacrest uploaded had nearly 400 likes
• Over 40 users left comments on Ryan's photo

Hate to break it to you but the average person does not have the same reach as Ryan Seacrest.  Luckily, any brand or small business can use the same tactics to increase interaction with fans or customers.  When trying to promote a contest, campaign, or promotion incorporate your plan into Instagram.  

Create unique hashtags for your campaigns, but use them only on applicable platforms.  Encourage participation on Instagram by making it part of your campaign or contest.  Let people know that following you or participating by using a specific hashtag, they can be entered into contests or promotions.  

We want to know: What companies have you seen use Instagram effectively?

Synergy University: Facebook Promotions 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Facebook recently started rolling out promoted posts.  If you are new to the social media game or want to encourage fans to participate in these promotions, we have compiled a few tips to help you get started.

Remember why people are on Facebook: Facebook has not become the go-to destination for online shopping.  A person will “like” your page because they had some interest or connection to your brand. Use your page to promote offers and discounts specific to people that are Facebook fans.

            ENGAGE!  If you want fans to engage with you, you have to be engaging.  Ask questions.  Ask people to “like” or “share” something if they agree or disagree.  A little bit of encouragement goes a long way.  Include links to outside sites such as blogs or a website to help drive traffic to one location.

  
   Analytics are important.  Track ad results to ensure that the money you spent is being used well.  With promoted posts, you can hover over the number of people reached to see further statistics.  If your promotion is doing well, consider expanding your reach with a higher amount on future promotions.

We want to know: Would you be encouraged to purchase something from a brand you trust through Facebook?

Synergy University: Reputation Management 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

In case you have not heard, there is an NHL Lockout going on.  Professional hockey players and fans everywhere are out of their minds, the LA Kings get to enjoy their first Stanley Cup Championship just a little bit longer, and online reputations may be at stake.  What happens when your favorite player (or any of your favorite athletes/celebrities/etc) take to their social media soap box a little bit too much?    

NHL Players have not been shy about their thoughts on the lockout, especially on Twitter.  Infamously outspoken Paul Bissonnette of the Phoenix Coyotes tweeted the following on September 13: 

Joffrey Lupul also had thoughts:

The above tweets are mild compared to some others.  

When a tweet goes wrong, what do you do?  A few of our favorite NHL players may want to take a step back and look at how their tweets could impact their own online reputation.  We came up with three simple tips to manage your online reputation.  Anyone want to send this to Mr. Bissonnette?

3 Simple Tips to Manage Your Online Reputation

1. Google alerts are your friend: There is NO excuse to not set Google alerts.  As soon as something is posted highlighting your selected search terms, you will know.  No one should be spending their entire day doing damage control.

2. Get a second opinion: Do you ever have something happen to you and think to yourself, "I need to tell the world about this RIGHT NOW"? It is normal.  Think about it for a second before instantly tweeting it.  Is it really something the world has to know?  Could it backfire later on?  

3. Remember your goals: If you are managing a brand, remember the goal of that brand.  Express your opinions and thoughts but do it in a way that maintains your credibility instead of ruining it. 

  

We want to know: What athletes or celebrities do a great job of managing their online reputation?  Which ones could use some work?

Synergy University: Infographics 101

This month we are excited to introduce a new blog series to you called Synergy University.  Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts this month on Twitter with the hashtag  #SynergyUniversity!

You have probably heard the term infographic floating around the internet lately.  If you have not then you may be thinking: “What is an infographic?” “How do I get my hands on one?” “What do I do with it?”

Well, we are glad you asked.

An information graphic is an image that contains organized information relating to a particular topic or subject.  They are not only a great way to brand yourself or your company but they make data, numbers, and statistics visually appealing. 

  

If you think you need to be a graphic design expert to create infographics, think again!  There are tons of easy ways to make your own infographics through online generators.  Online generators are an effective and efficient way to put your ideas into design and learn how to manage analytics.  When looking at the final product make sure that you like it.  Do not settle for something just because you want content to share.  If you are not excited about your creation, you probably will not be too excited to share it.  Makes sense, right?

Now that you have your hands on a pretty little infographic it’s time to make it go viral.  You know all those social media platforms you use?  Take your image file and upload.  You can post the image file to Twitter, your Facebook Page, a blog and/or website, Tumblr, and Pinterest.  Remember: sites like Tumblr and Pinterest allow you to link your image.  Link your image to a website or blog to make sure that you are driving traffic.

Infographic Generators

http://venngage.com/

http://piktochart.com/

http://infogr.am/

We want to know:  In your opinion, what is the best thing about an infographic?