How To Develop A Cross Media Marketing Strategy

Crossmedia Concept, Infografik

Cross media marketing is one of the hottest trends in the marketing world in 2017, and when you have the right strategy, it can be an incredibly innovative, effective, and lucrative way to connect with your customers.

But if you’re new to the cross media marketing game, coming up with a strategy might seem daunting. With so many moving parts to consider (different media channels, different KPIs, different customer bases), coming up with an effective cross media marketing strategy that delivers the kind of results you’re looking for is definitely a challenge.

But it doesn’t have to be. Once you know which areas to consider, developing a cross media marketing strategy is just a simple matter of checking off the boxes.

Let’s take a look at how to develop a cross media marketing strategy:

 

Define Your Goals

Before you do anything else, it’s imperative that you define your goals for your cross media campaigns. If you don’t know your metrics for success, it will be impossible to measure how well your campaign performs.

Ask yourself “what results do I hope to gain from this campaign?” Is it driving sales for a new product? Getting more opt-ins for your email list? Increasing brand recognition by appearing on larger media channels? Define what success means to you and then define the metrics that you’ll measure that success against; so, for example, a successful campaign might mean 10K+ new email subscribers or $1mil in sales for your new product.

 

Get To Know Your Audience and Choose Your Media Accordingly

Before you start putting your cross media marketing campaign into play, it’s also important to get to know your audience so you can optimise your strategy to get results from your particular demographic. Different customers will respond differently to different media channels, and you want to plan your campaign accordingly.

So, for example, if you’re targeting a millennial audience that’s heavy on mobile, you would likely want to consider social media, PURLs, and SMS messaging as effective channels to reach your target demographic. If you’re targeting an older audience who’s traditionally less tech-savvy, you might want to focus on more traditional media channels like print or TV.

 

Develop Your Campaign

Once you’ve got your KPIs, audience, and media channels locked in, it’s time to actually develop your campaign and create the content you’re going to push out from each channel.

The most important piece of a successful cross media marketing campaign is consistency across channels. So even though you’ll be pushing out different content on say, social media and print, you still want to create a consistent brand experience across all channels to give your campaign a cohesive feel.

 

Track Your Channels and Metrics

Once your campaign is out into the world, it’s important that you track all of your data and metrics. Obviously, you’ll need to track response rate on all channels, but you’ll also want to keep an eye on other metrics, like the time of day people are most likely to respond and which channels are connecting best with specific sectors of your audience. When you have that data, it allows you to…

 

Optimise

Take your data and metrics and use them to continually optimise your strategy to improve your results and response rate. The best campaigns are the ones that evolve to meet the needs of their audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  
I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Branding Strategies That Will Never Go Out Of Style

brandstrat

In the world of marketing and branding, it seems like there’s a new trend popping up nearly every day. And while you’ll want to pay attention to what’s going on in your industry and leverage trends that make sense for your brand, switching up your strategy every time something new and trendy hits the market isn’t an advantageous way to build your company, connect with your customers, or drive revenue. When it comes to building your brand, sometimes it makes the most sense to stick with what works; the strategies that have stood the test of time and proven time and time again to deliver results.

Here are four branding strategies that will never go out of style:

 

Focus on Content

Whether it’s 2017 or 2177, one branding strategy that will never go out of style is content. Content is the core of your business; whether you’re writing website content, creating a video to promote a new product, or developing a case study to highlight the success of a recent campaign, all of your business activities are centered around the content you create. And if you want to build a brand that stands the test of time, you need to consistently put out quality content that educates, entertains, and engages your audience.

Make your content strategy the focal point in your branding. What do you want to say? How do you want to say it? And how do you want to deliver your message? Then, stay consistent in delivering high-quality content that aligns with your brand.

So, for example, let’s say you’re a marketing agency. Your content strategy might be that you want to educate small to medium-sized businesses on how to leverage digital marketing techniques to grow their customer base. You want to deliver all of your content in an educational but conversational voice, and you want to focus on long-form blog posts and weekly videos in order to deliver that message. Then, once you have that strategy in place, it’s about coming up consistently raising the bar and putting out the best content for your audience. Being known as a go-to resource in your field is a branding strategy that’s guaranteed to grow your business no matter what’s currently trending.

 

Be True To You

No matter what’s going on in your industry, your customers will always be looking for authenticity in the brands they work with. Hopping on a branding trend just because it’s popular (and not because it’s true to who you are as a brand) is a quick way to confuse and push away your core customers.

While it’s fine to experiment and reinvent parts of your business, you should always aim to stay true to your brand DNA. Your customers connect with your brand for a reason, and when you stay true to who you are, you’re also staying true to what they love about you. If you switch gears every time something new and trendy emerges in your industry, your customers are going to feel you’re being fake and inauthentic, which is a quick way to lose both their business and respect.

 

Create A Positive Customer Experience

There’s an old saying from renowned author Maya Angelou that says “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” When it comes to your branding, years down the line, your customers won’t remember the specific copy you wrote or the campaign you ran to promote your latest product. What they will remember is the experience of doing business with you. And because of that, your ultimate branding goal should be to create a positive experience for every customer that interacts with your business, from beginning to end.

Make the process of buying your products or services easy and straightforward for your customers. Provide exceptional customer service. Answer all customer inquiries and listen to their feedback. Focusing on customer experience will ensure that your brand sets itself apart from the competition and creates a positive sentiment with your customers.

 

How Can We Help?

At Rogue Print and Mail, our design team have been assisting businesses with creating Style and Brand guides for many years.  Our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and design ideas, and expertise is the power of colours that will best promote your branding, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia. 

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

3 Common Branding Mistakes And How To Avoid Them

Branding Mistakes

One of the most exciting parts of starting a new business venture is building a brand. Defining who you are as a company and how you’re going to move forward in the marketplace is an essential part of launching a new business.

But there are definitely some opportunities to stumble along the way. Here are 3 common branding mistakes and how to avoid them:

 

Not Defining Your Audience

In order to create an effective branding strategy, you need to have a clear idea of who you’re marketing to. If you don’t have a firm definition of who your target customer is, the problems they struggle with, and how your product and service can solve those problems, your marketing and branding is likely to miss the mark.

Clearly defining your audience by creating an ideal customer avatar allows you to get really specific on who you’re marketing to and then develop all of your marketing and branding strategy around that key demographic.

When creating your ideal customer avatar, get as specific as possible. Name your avatar and fill in as many details as you can about their wants, needs, goals, and problems.

So, for example, let’s say you owned an e-commerce business that sold children’s clothing and your target demographic is mothers with children between the ages of 2 and 7. Your ideal customer avatar might read:

Marisa, Age 37

Marisa is a 37-year-old working mother with two daughters, ages 3 and 5. She wants to outfit her children in stylish attire, but doesn’t want to spend a lot of money on clothes the girls will grow out of in a year. She struggles to find the balance between high-quality, stylish, and affordable clothing.

Between her busy work schedule and taking care of her family, Marisa has little time to shop, so she prefers to do all of her shopping online. But because she’s never sure about the fit, she’ll only shop at places that offer quick, easy, and free returns.

When you have an ideal customer avatar that specific and that’s aligned with the core of your target demographic, you can create hyper-targeted messaging that hits on your audience’s core wants and needs. It also will make your marketing messaging feel highly personalised; when your target consumer reads your messaging, their first thought will be “I feel like they’re speaking to me!”

 

Choosing The Wrong Colour Palette

Another big branding mistake that many new companies make is choosing the wrong colour palette. The colours you choose speak volumes about your brand, and different colours will connect in different ways with different audiences.

For example, if you’re a real estate consultancy, you want your potential clients to know that you’re a trustworthy business that takes their work seriously. But if you choose pink, neon yellow, and orange as your brand colour palette, you’ll appear juvenile and not inspire the kind of confidence you’re looking for.

Think of who you are as a brand and how you want your audience to view you, then choose colours that align with that vision.

 

Not Creating A Brand Guide

The number one most important brand material you have in your business is your brand guide. Your brand guide is the DNA of your company; it outlines who you are, what you stand for, what you want to say, and how you want to say it. Your brand guide is the driving force behind everything you do in your business and is the best and easiest way to get your entire team on the same page about how you do business.

But unfortunately, creating a brand guide often gets put on the backburner while new business owners focus on other tasks necessary to get their brands off the ground.

But while it may seem like you’re saving time by not creating a brand guide, it’s one of the biggest mistakes you can make in your business. If you don’t have a thorough brand guide from the start, you’re likely to face inconsistencies in your brand. If you and your team aren’t clear on who you are as a brand, how can you build your business in alignment with your brand identity? Having a brand guide takes all the guesswork out of the branding process and gives your company a clear direction in which to grow.

Do yourself a favour: create a brand guide.

There are plenty of opportunities to make mistakes when you’re launching a brand, but now that you know how to avoid them, your brand doesn’t have to fall victim to these common mistakes.

 

How Can We Help?

At Rogue Print and Mail, our design team have been assisting businesses with creating Style and Brand guides for many years.  Our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and design ideas and expertise in the power of colours that will best promote your branding, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

How To Incorporate Training If You Have A Small Team

team-building-rimini2Training is an absolutely critical part of any business. Getting new hires up to speed not only ensures that your business continues to run smoothly, it also makes sure that you retain top talent by giving them the tools that they need to be successful.

But finding the time, energy and resources for training can be difficult – especially when you have a small team. But having a lean team is no excuse to skimp on training. You just need to get creative.

Here are some tips on how to incorporate training if you have a small team:

 

Create Virtual Training Sessions

One easy way to make sure that everyone on your small team gets trained without having to stop the day to day operations of your business is to create virtual training sessions.

The benefits of creating a virtual training in the form of videos or online course material are huge for a smaller team. First of all, you or your corporate trainer only have to perform the training once when you film. Once you have the content filmed, edited and online, you can direct any new team members to your virtual training without taking time out of your day to physically train them.

Virtual training sessions are also more easily fit into the busy schedules of your team members. By breaking your virtual training sessions into different modules (for example, one video module on company policies, one video module on social media best practices, etc), you give your team the ability to fit training sessions around their daily schedule instead of having to sit in a live training for hours or days on end. This ensures that your business continues to operate smoothly and gives your team the ability to get trained without it interfering with their daily work flow.

 

Have On-The-Fly Training Sessions

When you have a small team, you have more flexibility, and on-the-fly training sessions can be an effective way to get your team trained as new things pop up in your business.

Using a new software? Call your team into your office when you get it up and running so they can demo it with you. Thinking about investing in a new social media tool? Have your team sit in on the conference call while their sales rep explains the functionality and how to use it. Have a new design procedure? Have your team sit in on your meeting with your lead designer so they get all the details at the same time.

Having a smaller team means there’s less logistics to coordinate when it comes to training, and including your team in real time training sessions is one of the benefits of having a leaner company.

 

Print In Depth Training Manuals

There’s going to come a time in your business, especially if you’re a leaner team, that you’re so busy that you and your more senior employees just can’t take the time out to train your newer employees. But that doesn’t mean that they don’t need to get caught up to speed; effective training is critical in setting your new team members up for success. That’s where training manuals come in.

Printing in depth training manuals can act as a stand in when you can’t spare any live team members to train your new hires. Include as much information as you can about your business, how it’s run and what’s expected from each team member. Give each new team member a training manual and give them direction on how to work their way through it and essentially train themselves. Schedule a time at the end of the day that you can go over any questions that come up.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

3 Questions To Ask Your Print Partner About Training Collateral

training-manual-imageWhen it comes to training, there’s a lot of things that you’ll need in your arsenal to be successful – a solid training program, great trainers to keep your team informed and engaged and training collateral to support your team as they go through the trainings.

Just like any other collateral in your business, you’re going to want to work with a trusted print partner who can bring your training vision to life. Here are 3 questions to ask your print partner about training collateral that will ensure that you get the collateral – and vendor experience – that you’re looking for:

 

What’s The Best Format For My Training Materials?

One of the main reasons that you’re going to your print partner to print your training materials is because you consider them an expert. So asking for their expertise not only on the printing process, but on what format would be best for each of your training materials, can give you valuable insight and make your training materials more effective.

For example, your print partner can tell you whether or not your training manual would be better traditionally bound or turned into a cross stitch booklet depending on the size and number of pages. They can also offer guidance on things like what size marketing cards would be the best fit for your corporate contact cards and what size and format brochure would be best for your training packets.

Before you decide on what format you want to print your training materials, ask your print partner for their input.

 

What’s Your Policy On Edits?

Here’s the thing about training materials: as your business changes, your training materials will likely change as well. While there are certain pieces of collateral that will stay the same, the vast majority of your training materials will change as your business grows and evolves. And before you enter into a print relationship with a vendor, you need to know their policy on edits.

Will you have to pay to have your training materials completely redesigned each time you make a change, or do they have templates where you can easily change minor information and order a reprint? Do they offer deals on print runs if you edit and reprint your training materials each year?

Knowing what to expect from your print partner as your training materials inevitably change will save you money and frustration down the road.

 

Do You Have An Online Ordering Portal?

The last question you’ll want to ask your print partner is if they have an online ordering portal. An online ordering portal will make it a breeze when you need to order materials before your sales meeting or when you make a new hire. It’s also an great way to keep track of any requested changes and to easily view and adjust your training templates as needed.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

The DOs and DON’Ts of Engaging Training

hiccupps-a-cross-tick-iy6imb-clipartTraining is a critical part of any business, and effective and engaging training can be the key to retaining top talent. But training that falls flat and bores your new employees or doesn’t engage them will have them second guessing their decision to join your company.

Here are the Do’s and Don’ts of engaging training to ensure that you’re onboarding gets your new hires excited to be a part of your team:

 

DO Make it Interactive

If you want to keep your team engaged, insert opportunities for interactivity into your training. Encouraging interactivity will keep your employees from getting bored or overwhelmed with the materials.

Look at your current training plan, and identify places of the training where you can loop in your new hires. Have them do writing exercises or team building activities and make sure to ask them questions along the way to encourage participation.

 

DON’T Talk At Your Team

The quickest way to lose employee engagement during training is to do nothing but talk at them for hours on end. For most people, lectures are an ineffective teaching method and your team will likely tune you out shortly after you begin your presentation and all of your training content will be lost.

 

DO Print Materials

For every training, you should have a number of printed materials for your team. These can be printouts of your presentation with space to talk notes, supplemental materials for them to read more thoroughly at home or worksheets/quizzes for them to fill out after the training wraps up.

Print materials (especially ones that involve writing exercises) can help your team to retain the information from your training and keep them more engaged during and after.

 

DON’T Overwhelm Your Team With Too Much Collateral

While having print collateral to pass out to your team is a training DO, giving them so many materials that they feel completely overwhelmed and shut down is a training DON’T. Overwhelming your team with too many papers, booklets, training guides, presentation print outs and additional collateral can make it difficult for them to absorb and retain the knowledge in each.

All training sessions are different and require a different amount of materials in order to be effective, so you’ll have to use your discretion to determine how much is too much, but a good rule of thumb is to give your team one to two core pieces of printed collateral to tackle DURING the training and one to two pieces of printed collateral to tackle AFTER the training.

 

DO Divide Your Training Into Manageable Sections

One of the keys to keeping your employees engaged during the training process is to break it down into manageable pieces. You’ll notice that the longer you make your trainings, the less engages your employees will be as you move through it. People tend to have short attention spans, and sitting through an 8 hour training can feel overwhelming and unmanageable.

To keep your team engaged, break down your training into smaller, more manageable modules, and make sure to give them breaks in between subjects. So, for example, if you were doing a day of training on social media, you might break it into a morning session to cover social media platforms, an early afternoon session to cover corporate policies and procedures and a late afternoon session to cover general social media do’s and don’ts with a few breaks scattered between. Structuring your training in this way will help you keep your employees attention.

 

DON’T Try To Power Through Everything At Once

There’s no need to power through everything you might need to train your new hires on in one sitting. Spread your training out over the course of days or weeks to avoid burning out your new hires and lessening their enthusiasm about their new role and company.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

 

5 Training Tips For Effective On-boarding

e-Learning Concept. Computer Keyboard

When you hire a new team member or contractor, it’s imperative that you invest in the right training. Properly on-boarding your team and giving them the tools they need to succeed at your company will end up saving you a significant amount of time, money and energy down the line.

Here are 10 training tips for effective onboarding that will ensure that your new hires are set up for success:

 

1) Create a Training Manual

The first thing you’ll need to do if you want to effectively on-board your new hires is to create a training manual. A good training manual should outline all of the policies and procedures within your company that your new hire would need to know about – everything from how to submit time cards to the proper process to follow if they need to call in sick.

Housing all of this information in a training manual is an easy way to make sure your new hire has all the information they they need. It will also save you time – a training guide allows for your new hire to find the answers to questions they might have through the training process and early employment without having to constantly seek out you or one of your employees to explain things to them.

 

2) Partner Your New Hires With The Right People

While you’ll definitely want to have your hand in training each new hire that comes through your door, you’re likely not the ONLY person they should be getting face time with. Your new hire should get one-on-one time with the people and departments that will be a regular part of their work flow.

For example, if you hired an administrative assistant who will be handling correspondence for your team, make sure they get a sit down with all of your executives to review how they like their calls and emails handled. Or, if you hired a new graphic designer, make sure they get face time with your marketing department so they get an overview of your branding before they start designing.

 

3) Hand Out Contact Cards

One of the biggest challenges for many new hires is not knowing the appropriate contacts within your company they should be connecting with to get things done. While you’ll want to have this information in your training manual, it can also be helpful to print out contact cards that have the names, titles and contact info for the people they’ll be working with the most.

You can print out your contact cards on a standard marketing card. Just be sure to include your information, a contact in HR and/or payroll and any other individuals or teams they’ll be working with on a regular basis. Having these cards handy will save your new hire a lot of time in tracking down the right person for any of their requests, which will ultimately save you money by increasing their productivity.

 

4) Schedule a 30 Day Check In

Once the initial training and on-boarding period is over, you’ll want to schedule a meeting around your new hire’s 30 day mark to check in on their progress, how they’re settling into their new role and see if there’s any areas where they feel they need additional training.

Scheduling this check in will allow you to identify any issues or areas where your new hire needs work before they get too entrenched in a routine. It also gives your new hire the opportunity to ask questions and get clarity on issues they’ve encountered on the job after the initial training period.

 

5) Offer Ongoing Trainings To Keep Your Team Engaged

Once the initial on-boarding period is over, it’s important to continue to train and educate your employees to keep them engaged and up-to-date on new skills or techniques you’d like them to incorporate into their work.

Shoot to schedule quarterly departmental trainings and at least one large corporate training per year. Offering regular opportunities for growth and education will keep your employees engaged and excited about working for your company.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.

I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au to arrange an obligation free 10 minute discussion with a member of our expert team.