Market Leadership

Paper’s Power Play Going Where Digital Can’t, Paper Delivers a Strong, Tactile Experience (by Joann Whitcher)

Digital’s rise as the primary communications tool has had unintended consequences in paper usage. In the world of marketing communications, paper has achieved a certain cachet. The perception among designers and their high-end brand clients is that paper should be used to convey something that is special.

Psychographic Targeting and Behavioral Targeting (by Heidi Tolliver-Walker)

When it comes to understanding your customers and prospects, demographic data is critical. But is it enough? Demographic targeting tells you what someone looks like, but it does not predict what they will buy or what type of messaging is most effective in reaching them. For this, marketers must turn to behavioral and psychographic targeting. This white paper explores the differences between demographic, behavioral, and psychographic targeting.

Don’t Leave Profit on the Table: Selling Promotional Products (by Heidi Tolliver-Walker)

Promotional products are a $24 billion industry. While growth in traditional print has been slowing, IBIS reports that sales of promotional products are on the rise — 2.5% for the past five years (2013-2018).  Promotional products (also called “advertising specialties”) are cost-effective yet high-impact advertising channels that integrate well into traditional print, email, and multichannel campaigns