7 TIPS TO GAIN A CUSTOMER'S ATTENTION
Discovering what captivates people is a well-researched science.
Effective attention to your marketing equates to purchasing persuasion. The longer you can keep them, the more likely they are to buy. That’s why the clever packaging, the intriguing delivery, the great story, are all effective. Research by Harvard Business School Associate Professor, Thales Teixeira, sees him conclude that attention as a commodity is either purchased or earned. Creativity creates earned attention, so go the extra step by investing in professional creative services and use the experts for your marketing products.
We took the key triggers that Ben Parr outlines in Captivology: The Science of Capturing People’s Attention and applied them to print.
1. Automaticity
Our brains are constantly looking for sensory cues to automatically alert us to anything we should be taking note of, including bright colours and tactile sensations out of the ordinary. Print can carry an experience for all five of our senses, making it far more effective than other media.
Sight, sound, smell, taste and touch have more of an impact than words or pictures on a page because they engage a part of the brain other than our conscious thought processes. These are primordial, we respond without thinking.
Add scent to your marketing products, use the psychology of colour to create a response, include an element that feels nice such as velvet and raised print or utilise the qualities of a mouth-watering food to create desire.
A creative application of this was when the Crimestoppers Trust UK collaborated with a Dutch design agency to create cards infused with the scent of cannabis that resulted in more arrests for drug crimes.
2. Framing
Our world view, or frame, is constructed from the total of our experiences, which we use to filter the enormous amount of stimuli in our environment. Repetition informs this process, which is why the multi-platform approach works best for marketing.
As print is proven to work better than other media, it's the starting point for any multichannel campaign.
Click here for Advertisers Printing’s white paper on the benefits of a multichannel marketing campaign.
3. Disruption
You see so much information about how to market effectively that we’re saturated with the same message, and it’s what everyone’s doing. Putting two unconventional elements together can make you stand out from the throng – like sending a postcard to the demographic that is the highest user of digital media, Millennials.
Disrupt their regular habits. You may be surprised to learn how popular print media is with younger generations who are already feeling digital fatigue and long for material they can touch.
Direct mail takes less effort to absorb than digital and has nearly double the recall. Making a connection no one’s done before excites the imagination, which gets you attention.
4. Reward
Who doesn't like to be rewarded? The rewards we can touch, experience, or visualise have a greater impact on our attention. Clever, creative print defines this in people’s minds more powerfully than just reading alone.
The human brain is wired to engage more and feel more satisfaction if it has to discover something for itself. Products or a message in packaging that opens in a creative way to reveal a surprise is going to be liked and remembered more than one delivered in a familiar way.
Be surprising. Instead of sending out the standard three-fold brochure, use one of the massive array of interesting folds and die-cut designs to create a vehicle that does more than just deliver your message.
5. Be real.
The latest research all points to a desire for authenticity in the marketplace. You have a great product, right? Tell your customers about it – in straight forward, honest language that sounds like an actual person is talking.
Oversell is out. Real people are in. Communicating your passion for your product is a fast way to get your customers on side. If you love it, they’ll lean in to see why.
6. Reputation
Most ads avoid information overload. So what do you use when you want to let your customers know the details of your product? Print. Studies show that print is the best way to deliver complex information and creates the highest recall.
Take a look at the Forbes article, Paper Beats Digital In Many Ways, According To Neuroscience, that summarises one of many studies that show how much less brain effort print requires than digital media.
7. Quality matters, a lot.
If your printed marketing materials are low quality, consumers are going to assume that your products are too. Ever noticed that a highly paid person usually has a flash-looking business card? You may be surprised at how little extra they’ve paid to tell you how good their services are. That little bit more won’t make a big difference to your marketing budget but it will make a huge difference to how you’re perceived.
Use the add-ons like a heavier paper stock, gold foil, a printed envelope, a professionally designed data sheet instead of the one you ran up in the office, or a recycled paper to show you’re doing your bit for the environment. That first impression is the big one, make it count.
Glide Print.
We’re your personal print expert.
DESIGN SERVICE
The visual impact of professional quality graphic design is crucial to the success of all your marketing products.
Our designers are fast, creative and professional. We can add to your existing products or create a beautiful design from your ideas.
Glide Print supply all design work from simple tasks like getting your artwork ready for print to creating complex documents such as annual reports and marketing packages. We work closely with our clients to make sure your branding is consistent and the print quality is excellent across all your products.
All of our designers are based in Australia, we don’t outsource our work overseas. You receive personal attention from someone you can talk to and meet. It’s all part of Glide Print’s outstanding service to you.
Like all our products, we supply our design services at Glide Print’s competitive prices.
All our knowledge and skill come at no extra cost to you so you know
you're getting the best quality for your budget and the process will be an easy one for you.
We're here to help.
If you'd like to find out more about the best way to create your a-frames
call us on (08) 9221 7514 email us or request a quote.