Pantone Picks It’s 2019 Color!

It seems as though every year comes with a more exquisite and jaw dropping new color picked by Pantone to be their color of the year. 2019 is no different! For 2019 Pantone picked Living Coral as their spotlight color.

Pretty Coral Reef

Here is what Pantone says about their 2019 pick…

“Vibrant, yet mellow PANTONE 16-1546 Living Coral embraces us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment.

In reaction to the onslaught of digital technology and social media increasingly embedding into daily life, we are seeking authentic and immersive experiences that enable connection and intimacy. Sociable and spirited, the engaging nature of PANTONE 16-1546 Living Coral welcomes and encourages lighthearted activity. Symbolizing our innate need for optimism and joyful pursuits, PANTONE 16-1546 Living Coral embodies our desire for playful expression.

Representing the fusion of modern life, PANTONE Living Coral is a nurturing color that appears in our natural surroundings and at the same time, displays a lively presence within social media.”

For the last couple decades Pantone has influenced many designers, decorators, marketers and decision makers with their yearly color pick. Anywhere from products, fashion, design, packaging, you name it! Picking the color each year is a thoughtful process and takes into consideration the trend analysis. The color experts at Pantone Color Institute travel the world coming up with ideas for the selection. They look at different aspect as well, like what is happening in the entertainment industry, travel, lifestyles and socio-economic conditions. The decision makers also look at different textiles, textures, technology and how the color would effect the different platforms that it can be used in.

So with that said, would you use this color in your marketing, in your home, in your wardrobe? Will you use this color this year in any way?

3 Million chances to convert with direct mail

In 2017, almost 3 million pieces of direct mail passed through our building. That’s a lot of mail! Among them were catalogs, oversized postcards, standard mail, letter sets, etc. That’s three million chances for businesses to get their potential clients to take action. How well will it work? Let’s take a look.

As a business owner, you may have heard that direct mail made a comeback after the recession slump. Well, it never really left as a viable option; the recession just reduced the competition!

direct mail has much higher response rates than other marketing channelsDirect mail is doing well today with or without recovery. Check out these stats from the Data and Marketing Association Response Report that we gleaned from Compu-Mail:

  1. Direct mail household response rate is 5.1% (compared to .6% email, .6% paid search, .2 online display, .4% social media). This is the highest response rate the DMA has ever reported, since coming out with the Response Rate Report in 2003.
  2. At 6.6%, oversized envelopes have the greatest household response rates over other mediums (followed by postcards at 5.7% and letter-sized envelopes at 4.3%).
  3. At 37%, oversized envelopes have the greatest household return on investment over other mediums (followed by postcards and letter-sized envelopes at 29%).
  4. The response rate for direct mail among people aged 18-21 years old is 12.4%.
    The top response rate tracking methods are online tracking such as PURLs (61%), call center or telephone (53%), and code or coupon (42%).

So, what if you aren’t getting the responses for your direct mail that you see in these stats?

It all comes down to two things: 1. Foot-in-mouth problems 2. Attention to your target market and where they are in the 5 stages of awareness. This dictates copy (words), design, and timing of your mail piece.
Continue reading 3 Million chances to convert with direct mail

What can YOU build out of a pallet?

If you are on any social media platform you have most likely seen at least one project made out of a recycled pallets, especially if you follow us on social media! There are so many ways to take a plain wooden pallet and make it into something AMAZING and NEW! We ran a contest amongst our employees to see what they could make out of the pallets that our paper is delivered on. It was such a huge success and fun project that we decided to do it again, but this time we are inviting our customers, friends and family to build something.

We started this project because we like the idea of recycling. Here at APi-Marketing we do a lot of that, whether its pallets (our employees are always making stuff from them), 99% of all paper we use, press plates, or just soda cans. We try and let as little go to the landfill as we can.

Project time starts now! Come over to our shop and grab a pallet or two or ten and start building! We get new pallets almost every day so if we don’t have what you are looking for, check back again. Look on Pinterest, Google, any social media platform, or just something you have been contemplating in your head and find a fun, useful or extravagant project to build out of pallets. These projects will be displayed at our VIP Open house in Mid-October. There is a kicker, for those who want to be included in a silent auction on the projects, 100% of the money raised will be donated to a local non profit organization (to be determined prior to event).

How do I win and what do I get you ask? WELL, the winner will be determined by votes cast at the VIP Open House. The winner will receive $250 worth of gift cards to one or more of the following: Flyers Gas Stations, Old Town Pizza, Center for the Arts, Machado Orchards, or Local Heroes (or a combination of them).

Of course there are some rules….

  1. Has to be made mostly of pallets.
  2. Anything added on must be recycled from something else, not purchased new for this project. (Exceptions are anything used to fasten such as nails, glue or staples and anything used to decorate such as paint or stain)
  3. Must “RSVP” your project prior to or on September 11th, 2017 (whether or not it is finished) so we know how many projects to be expecting and to make sure you and a guest are on the list for an invitation to the Open House. http://bit.ly/palletRSVP
  4. Must be able to bring your project to APi-Marketing or arrange for us to pick-up for our VIP Open House in mid October.

That is all, now go have fun and create a new masterpiece!

“But I’m not ready for you to see my website!”

Cat with smily face placed over his mouth
Just fix it already

“I don’t like my website, I’m going to redo it soon” [like a year from now].

Does this sound familiar? Or how about “I’m going to invest in social media when I am ready for large orders.” But you aren’t ready for large orders because of several reasons, including not having a proper website for clients to view and/or place orders.

It’s 2017 and 39% of small business owners don’t have a website, and many that do are unhappy with the way it performs or looks. While there are several reasons that a website can do a poor job at generating leads, there are a few reasons that are unashamedly staring us all in the face.

Continue reading “But I’m not ready for you to see my website!”

Is your message above the fold?

In the newspaper business (that’s the thing that would land on your porch about 5am each morning back in the olden days), publishers and editors had a mantra: “all that matters is what’s above the fold”. The same thing should hold true for your e-blasts. If you can’t keep all the content on the screen or one “page down” don’t put it in your e-mail.

Everyone is slammed. They don’t have time, and if they did have time, they wouldn’t use it to read the hundreds of e-mail novels they get each day.
Focus on the frequency of your e-blast, use minimal content, grab their attention, keep their interest. Do all this in less than 100 words and with only a couple of graphics. Now sit back and watch your open rate score change.

Your content should include relevant and timely information that’s concise. Help your audience skim your content by grouping it with subtitles. Use call-outswhat do you have above the fold? Illustration of a stick figure below the fold, trying to get attention. to focus their attention where it matters most. Include links in your content that back up your point. Linking to content from your own web site will keep your audience engaged with your marketing platform and bolster your credibility at the same time.

E-blasts aren’t just an art, they can be a science. As a marketer, your job is not only to produce content, but also to use analytics to identify the ideal content and frequency. Test, make more adjustments, then test again. When you are all finished and you are sending the best e-blast possible.

If you need help, APi-marketing is here for you. Give us a call, or better yet, send us a short e-mail. Let’s work with your ideas. Your business is unique, make sure everyone knows that.