Measure Your Marketing Success with Confidence

As a marketing professional, someone in the marketing space, or a key player that works with marketers, you’re likely aware of different ways to assess success when it comes to your company’s marketing campaigns and strategies. Even if these measurements aren’t always said by name (or acronym), it’s probable you talk about sales through marketing, customer conversions, marketing spend, and so on.

With that said, if you want to ensure your marketing team is hitting the mark(s) and knows all the most important and telling marketing KPIs, look no further. In this blog, we’re giving you our top 10 marketing KPIs that we think marketers, marketing teams, and other key players should be aware of. These help us (and can help you) ensure your company’s marketing efforts are working.

Marketing KPIs, or Marketing Key Performance Indicators, are measurements that help you gauge the success of your tactics and make business decisions. Without specific measurements like these, it can be difficult to stand back with the full picture in view.

If you want to strategize and execute quality marketing tactics, it’s important to pay attention to KPIs – especially those that help you build a quality marketing framework and set of plans. With the right KPIs in focus, your business can identify which practices are working, which are not, and which ones have the biggest impact on your goals.

Sales Revenue

Although “Marketing” isn’t in the title of this metric – knowing sales is key to understanding if your marketing tactics are working. “Reporting for the sake of reporting is pointless. Reporting should lead to increased profits.” Your sales revenue should be higher (if not much higher) than your marketing expenses.

Return on Investment (ROI)

ROI = (Sales Revenue – Marketing Investment) / Marketing Investment

Although it’s not the only metric to focus on, return on marketing investment is very important to keep track of. This is a general KPI that helps you understand how to go ahead with your marketing budget and plans.

Although this metric is important, it’s not the most cut-and-dry. What do we mean by this? Often, sales members must turn your marketing leads into successful customers to have a successful ROI. Additionally, “it can be hard to directly attribute sales growth to a marketing campaign.” If so, “subtract your average organic sales growth and marketing cost from your sales growth and then divide it by your marketing cost.”

Marketing Revenue Attribution

This metric measures the revenue that your marketing campaigns have brought to your company. It’s key, because it helps you understand if and how much your campaigns are contributing to your overall revenue. To better understand attribution as a whole, check out this Strata YouTube original video.

Customer Acquisition Cost (CAC)

Spend / Customers = $CAC

This measurement is the total cost of acquiring a single customer and includes both sales and marketing costs. It’s important to calculate this cost for all marketing tactics – including outbound, print, digital marketing, and so on.

If the CAC is too high, you may want to reevaluate your tactics, focus on specific ones, and stop conducting practices that don’t acquire customers.

Customer Lifetime Value (CLV)

Specific Calculation: Spend x Expected Years = CLV

Generic Calculation: CLV = Avg. Sale Per Customer x Avg. # of Times a Customer Buys Per Year x Avg. Lifetime of a customer

The CLV is an estimate of the total revenue expected from just one customer over their entire relationship with your business.

This metric is also not as cut and dry as other measurements, as it’s usually (as stated previously) an estimate, but it can really aid in business decisions and help you decide where it’s best to use your marketing and sales resources, and what resources are most important.

Additionally, the more revenue you can get out of existing customers, the more you can put into acquiring new ones, so understanding this metric can give you a better idea of where to focus your budget (whether that’s customer retention tactics and lead nurturing campaigns, customer acquisition strategies, or something else).

Conversion Rates

A conversion rate is the percentage of potential or current customers that complete a desired action – whether that’s filling out a form, providing an email, clicking through to a company page, adding items to a cart, or buying.

For example, if out of 100 website visitors, 20 make a purchase, your conversion rate is 20%.

As mentioned, a conversion rate can be a measurement of many things, including:

  • Purchases
  • Ad Clicks
  • Website Visits
  • Follows
  • Sign Ups
  • Email Opens
  • Social Media Engagement

High or low conversion rates can help you decide where to allocate marketing spend, what practices to continue, and what marketing tactics to possibly stop all together. Additionally, A/B testing can always help you to understand what causes conversions, so if you’re unsure why something isn’t working, always test first.

Churn Rate

This metric is the rate that customers drop off from buying your products or using your services. For example, if your business has 30 regular clients, and 3 stop working with you (over the span of a year), your company’s churn rate is 10%.

A high churn rate is obviously a negative thing, but a churn rate in general, is bound to happen. No matter how hard you try, it’s unlikely you’ll keep all your customers forever.With that said, a high churn rate can call for larger conversations and big changes for marketing and sales tactics.

Lead-to-Customer Ratio

Leads just aren’t that important if they don’t turn into customers. This ratio is the percentage of leads that become customers. If your lead-to-customer ratio isn’t looking good, you likely want to ask yourself and your team:

  • Are the marketing tactics we’re using bringing in the right leads?
  • Are leads being successfully passed off to sales (at the right time)?
  • How is our close rate?

Although this is an important marketing KPI, this measurement is often more about sales than it is about marketing. It’s important to periodically assess your company’s sales and lead qualification processes to ensure you’re getting the best possible lead-to-customer ratio.

Return on Ad Spend (ROAS)

This metric is used to measure the success of your ad campaigns. It usually appears as a ratio of the revenue per dollar spent on a campaign and tells you how well the specific campaign performed (and if the investment was worth the outcome).

Net Promoter Score (NPS)

Your NPS measures customer satisfaction, and more specifically, the likelihood of customers recommending your business to others.

It’s vital to listen to what your customers have to say and understand their wants, needs, opinions, and so on. After all, they’re your company’s lifeblood – and if you support them, they’ll support you.

Notable Mentions

While traditional KPIs play a crucial role in measuring specific aspects of your marketing campaigns, there are also some honorable mentions that serve as overarching indicators of success, particularly within digital channels.

Website Traffic

This encompasses the number of visitors to your website and can be further segmented into metrics such as total visits, unique visitors, and page views. Monitoring website traffic provides a foundational understanding of your online presence and audience engagement.

Organic Search Traffic

This metric measures the volume of visitors who reach your website through unpaid (organic) search results. It serves as a barometer for the effectiveness of your Search Engine Optimization (SEO) strategies in improving your website’s visibility and relevance in search engine results pages.

Social Media Engagement

Engagement metrics on social media platforms, including likes, shares, comments, and follows, reflect the level of interaction and interest generated by your brand’s content. Monitoring social media engagement helps gauge the resonance of your messaging and the strength of your community.

Brand Awareness

Metrics related to brand mentions, social media mentions, and brand sentiment provide insights into the awareness and perception of your brand among your target audience. Understanding brand awareness metrics helps evaluate the effectiveness of your marketing efforts in building recognition and fostering positive associations with your brand.

While these metrics may not fit neatly into the traditional definition of KPIs, they are important to consider when assessing the holistic impact of your marketing campaigns and guiding strategic decision-making in the digital landscape. Hoping to gain a better understanding of the success of your marketing, or better yet – are you interested in working with the experts to achieve greater marketing success? Reach out today.


Why Effective Marketing Asset Management Matters

What is Marketing or Brand Asset Management?

Marketing Asset Management, also referred to as “Brand Asset” or “Brand Resource” Management, is the strategic approach by organizations to organize, store, and distribute their marketing assets – such as logos, fonts, brand guidelines, presentation templates, and so on – efficiently.

Marketing Asset Management Compliance is the effective handling of these assets by management, employees, vendors, and anyone else in or involved with the company.

Why is it So Important?

Managing, providing, and using organized and up-to-date marketing resources is crucial for enhancing your company’s effectiveness and enables those within your company to confidently deliver lawful, consistent, on-brand messages to your audience(s). Additionally, it ensures consistency of campaign content and designs, strengthening and unifying your marketing messages – which is extremely important, as 70% of consumers visit, use, or see three or more marketing channels before making a purchase. This, in turn, improves your reach and helps to convert customers.

If not managed, communicated, and used correctly, things can go quite awry – even as awry as ruining your brand’s reputation or causing legal trouble. With that said, let’s get into the main reasons for ensuring top-notch asset management efforts.

1. Quality & Operational Control

Mitigating Legal Risks: Marketing asset compliance influences how consumers, competitors, and peers perceive your brand – and sometimes parts of your brand can be subject to legal compliance. Management and compliance ensure that your company adheres to industry laws, regulations, and policies concerning your assets. While this is more commonly observed in specific industries, particularly within the financial sector, it’s best to stay on the safe side by checking and abiding by your respective industries’ guidelines.

For example: Your company has no asset management, but one of your sales associates really needs to send a product image to a potential customer. Since they don’t know where to find the asset they need, they find one online that’s actually (accidentally) a competitor’s product that looks almost the same. At the very least, this will likely cause the customer to lose trust in your company. At the very worst – it could cause legal issues down the road.

Protecting Reputation: Noncompliant assets can harm your brand’s reputation, portraying it as careless or deceptive, making compliance vital for protecting your brand image and maintaining a positive reputation.

For example: Without asset management, due to a lack of branding and voice guidelines, an Account Manager creates a poorly branded presentation and sends out communication that doesn’t properly represent your company.

Preventing Downtime: Implementing asset management compliance saves time and money by avoiding the need to remove noncompliant materials from the market, which can be a time-consuming process when it comes to both digital and physical assets.

For example: Without asset management, because of a lack of asset communication surrounding branding and product language, your Social Media Specialist adds a non-asset-compliant photo and caption to your social media platforms. Now, the post has been shared to other profiles and has gained a lot of traction – which will take time, energy, back-peddling, and explaining to take back and recover from later.

2. Marketing Performance

Brand Awareness: Marketing asset management and compliance ensures consistency in colors, graphics, logos, and fonts across your company, which in turn enhances brand recognition and establishes credibility. With “two-thirds of businesses (saying) brand consistency has contributed to revenue growths of at least 10%”, you truly can’t afford to allow asset variability.

For example: Without asset management resources, your Head of Human Resources sends out paperwork with inconsistent fonts, the wrong logo, and odd colors choices. They weren’t aware of guidelines and didn’t have the right assets at hand, so they “did their best”. Now, all of your employees have poorly branded communication in their inboxes that reinforces brand inconsistencies.

Customer Trust & Satisfaction: A recent study found that 81 percent of consumers need to trust a brand before making a purchase, and another study found that 46% of customers will pay more for products that come from brands they believe in. Inaccurate marketing materials can erode customer trust, making them less likely to buy from a brand they perceive as unreliable. Good asset management and compliant materials allow those in your company accurately depict your products or services through documents, platforms, and communication, aligning customer expectations with reality. This accurate representation leads to higher customer satisfaction – and satisfied customers are more likely to return for future purchases.

For example: These days, scamming claims and instances are running rampant. Without asset management resources, the use of an old logo, incorrect product name, inconsistent brand elements, inaccurate or blurry product image– or anything else (that just seems off) – could scare a customer away. These instances of inaccurate and non-systematic marketing assets can lead to customer distrust and disappointment.

Challenges to Meeting Marketing Asset Management Compliance

Lack of Consistent Updates & Standards

One of the biggest challenges to meeting marketing asset management compliance is upkeep. Consistently updating your resources and ensuring current materials are available, organized, and communicated to teams is extremely important – especially when your business is growing. If employees don’t have or aren’t aware of the most up-to-date materials, you can’t blame them for failure to comply.

Agreed upon brand standards must be reinforced consistently, from the top down. Those lower down in the chain of command will likely only comply with standards if their leaders do. It’s important to ensure that everyone – from CEO to part-time employee, takes marketing asset management and compliance seriously and is reminded of it regularly. Set the standard from the start, and make sure it’s well communicated.

Insufficient Organization & Understanding

If you aren’t aware of a lack of consistency and compliance – you can’t fix it. With that said, if your organization is not well organized and fails to communicate or check in on how assets are being managed and utilized, it’s easier for members to make mistakes and misuse assets.

Consequences of Using Noncompliant Marketing Assets

As we touched on above, non-compliance and lack of asset management can lead to a jumbled, untrustworthy, inconsistent, and less recognizable brand image. Continuous customer exposure without compliance often leads to a lack of brand recognition, or worse – distrust. Lastly, some non-compliant materials can even lead to fines, lawsuits and further legal consequences.

How to Enforce Your Brand Standards and Correct Asset Usage

Educate
The key to enforcing your brand standards is to educate management, marketing teams, employees, partners, stakeholders, and so on. Anyone that can and does communicate for or as your company should be aware of how to access assets and how to communicate in a manner that best represents your brand. Not only does managing and communicating your marketing asset management and compliance to your team keep things consistent – it helps employees feel confident in themselves and in your company! Moreover, it ensures that your teams have the knowledge and tools to create and communicate effectively – and within brand standards.

Implement
As we noted earlier, it’s important for all employees – from the top down – to understand, respect and enforce correct asset management and usage. Companies will often put procedures in place (such as check-ins, checklists, or other specific processes) that your company and employees must practice and adhere to. This way, all your internal and external parties understand the importance of maintaining compliance and not deviating from the company’s brand consistency.

Consult
Dealing with the constant ins and outs of asset management compliance can be a hassle, especially on top of daily operations. In this ever-changing landscape, and with the associated risks to brand reputation, consulting with a professional and/or using a custom portal for all your marketing and brand assets is often the best route.

Looking for an asset management tool or resource? Click here to view Strata’s marketing resource management tools, custom portals, and more. Interested in discussing asset management and compliance or talking through a more specific solution for your company? Contact the Strata team.

Use the Power of Perfect Timing to Boost Online Sales

When it comes to sales, the ticking clock often holds the key to success, and in the fast-paced realm of online, eCommerce retail, timing can be everything. Knowing when and how to conduct sales can make all the difference in business performance. In this blog, we’ll discuss optimal timing tricks and strategies and provide you with tips that will empower your eCommerce business. Whether you’re a seasoned online retailer or just starting out in the digital marketplace, understanding the intricacies of when to offer discounts, promotions, and product launches is vital.


ECommerce Timing Tactics

1. Understand Customer Behavior

Understanding your target audience’s behavior isn’t just about collecting data; it’s about leveraging that information to optimize the timing of your e-commerce strategies. By knowing the demographics, psychographics, and past purchase history of your customers, you can strategically schedule promotions, email campaigns, and product releases to align with the times your audience is most active and receptive. This fine-tuning ensures your marketing efforts are not only data-driven but also well- timed, increasing your chances of capturing your audience’s attention and driving more conversions.

2. Leverage Seasonal & Holiday Sales

Holidays and seasons offer prime opportunities for e-commerce businesses to optimize sales. These include Christmas, Black Friday, Valentine’s Day, back-to-school season, and even niche holidays like National Pet Day. The key is crafting seasonal campaigns that resonate.

To optimize timing, tailor your products and messaging to align with the current holiday or season. For example, during Christmas, emphasize your products as “perfect gifts” or market your services as “quick and easy, giving you more time with family”. During Valentine’s Day, portray your services as something clients will “fall in love” with, or market your products as ways to “show you care” – whether that’s for themself or a significant other. By tapping into the seasonal sentiment, you can create a stronger connection with your audience, boosting the impact of your e-commerce efforts. Remember, it’s not just about the dates; it’s about capturing the essence and feeling of the season to connect with customers and drive sales and engagement.

3. Run Flash Sales and Limited-Time Offers to Create FOMO

Flash sales capitalize on the psychology of urgency and FOMO (the Fear of Missing Out). When customers fear missing out on a limited-time offer, they’re more inclined to make a purchase. By creating a sense of scarcity and time sensitivity in your sales strategy, you can stimulate immediate action from your customers, and less abandoned carts.

To optimize the timing of flash sales, you can employ several key tactics, such as countdown timers to visually convey the limited-time nature of the offer, clear and compelling CTAs (Calls to Action) that direct customers to act quickly, or highlighting the benefits of acting swiftly and engaging with your limited-time offer.

4.Optimize the Timing of Email and Social Media Marketing

Sending promotional emails at optimal times, typically mornings between Tuesday to Thursday, can greatly enhance open and engagement rates. However, don’t forget to adapt these timings to your audience’s behaviors and time zones for maximum impact.

For social media marketing, figuring out when your audience is most active is essential. Utilize analytics to pinpoint peak engagement times on different platforms, such as evenings for Instagram and Pinterest. With this knowledge, you can schedule your posts and content to align with these windows of heightened activity, ensuring your message reaches your audience when they’re most receptive.

5. A/B Test and Conduct Data Analysis

Running A/B tests allows you to compare the performance of different eCommerce timing strategies. Experiment with variations such as launching sales in the morning versus the evening, and closely analyze the results. This approach provides the insights needed to fine-tune your timing approach and optimize sales.

As testing alone isn’t always enough, it’s important to also utilize data analysis tools like Google Analytics or Adobe Analytics to delve deeper into user behavior and preferences. Metrics like click-through rates, conversion rates, and bounce rates offer valuable guidance for making informed timing decisions.

6. Keep Shipping and Logistics Considerations in Mind

When it comes to the optimization of your eCommerce timing, it’s not only important to focus on digital aspects, but physical ones as well. Timely delivery is a pivotal component of customer satisfaction in the e-commerce world. While digital marketing and well-timed promotions can pique interest and generate sales, the actual delivery of the product or services can enhance, hinder, or even ruin the overall customer experience.

To ensure you’re optimizing timing in both the digital and physical, consider offering expedited shipping options during promotions. This tactic can attract customers looking for quick deliveries, enhance customer satisfaction, and drive higher conversion rates during peak sales periods (such as flash sales or holiday promotions – when timing is of upmost importance).

7. Conduct Post-Sale Follow-Ups

It’s important to remember that the sale is just the beginning. Post-sale follow-up is paramount in eCommerce. Express swift gratitude and promptly ask for feedback. This approach forms the foundation of long-term customer loyalty, where a timely follow-up can turn a one-time buyer into a loyal, repeat customer.

For more helpful information, as well as customized marketing and eCommerce solutions, reach out the experts at Strata.


A Strata YouTube Original Series

When it comes to direct marketing, quality design is crucial. When you invest time and effort into clean, visually appealing, effective designs, your marketing campaigns can stand out from the competition. We spoke with Courtney Prate, Creative Designer, to get answers to several frequently asked direct marketing design questions. Read on to see what she had to say!

Q: How important is graphic design for direct marketing?

A: If you look at the world around you, marketing is everywhere – and a big key, if not THE key for that marketing is design. Without thinking through design, your direct marketing will very likely be a flop.

Q: What’s the best process/steps when designing direct marketing materials?

A: Although there are key aspects to keep in mind when designing digital and physical direct marketing materials, it’s not one-size-fits-all. Every designer has their own process and way of designing. The most important factors (I believe), are 1 – consistently keeping the end-user in mind, 2 – being open to other opinions and potential options (you never know what might work), and 3 – ensuring the call to action (what you want the customer to do) is top of mind and clear.

Q: What is the most important thing to focus on when designing direct marketing?

A: It’s always important to focus on the call to action, ensuring that it’s clear, obvious, and…actionable! After all, you could have amazing content and imagery, but if the customer doesn’t know what to do, is the piece really worth it?

Courtney goes more in-depth and answers a variety of other design-related questions in our latest YouTube channel release. View the whole video by clicking the image below. Here are the other questions she answers:

  • What’s the biggest mistake you see commonly made with direct marketing design?
  • Why is branding important to keep in mind when it comes to direct marketing design?
  • How do I decide on the channel, material, and sizing of my direct marketing?
  • What are the most attention-grabbing colors for direct marketing design?
  • How do I choose the right images for my direct marketing design, and where do I find them?
  • When is it worth it to A/B test designs?
  • How many revisions should a direct marketing piece go through?
  • What are the biggest design trends of 2023, and what do you see evolving in the next few years?

Click the image below to view the full video!

If your direct marketing design could use some help, or you have additional questions, contact our experts today! Strata’s more than happy to help your company transform your marketing campaigns.

Elevate Your Landing Pages from Zero to Hero

Landing pages hold the key to turning casual website visitors into valuable leads and ultimately, loyal customers. These web pages and their forms are strategically simplified to capture essential information and hold immense power when it comes to boosting conversion rates. Despite their familiarity, the art of optimizing landing pages for maximum impact continues to present itself as a challenge for many, but as an opportunity for all. In this blog, we unpack the elements behind creating well-structured, impactful, and conversion-oriented landing pages that deliver results.

Elements for Conversion

1. Value-Centric Exchange

Landing pages are a simple, effective, and non-invasive way to initiate a data exchange. To further incentivize visitors to share their information, a compelling offer’s essential. Craft an incentive that resonates with your audience, whether it’s an exclusive case study, industry-specific tips, or free resources that address the visitor’s pain points.

2. Call to Action

The call to action (CTA) is the driving force behind a successful landing page. It propels users to act, with phrasing such as “don’t miss out”, “learn more”, “click here”, and so on. Landing pages should be designed with a single, concise call to action. Too many calls to action can create confusion, so again – stick to just one powerful, action-oriented verb that leaves no room for ambiguity. What you want the user to do should be simple and clear.

3. Simplistic Copy and Imagery

Keep your copy and imagery straightforward, in harmony with your CTA. Every word and image should serve a purpose. While the landing page can include thought-provoking and exciting design, it should not be over-loaded with complex graphics. Your main goal’s to be persuasive, straight forward, build trust, and deliver information. Additionally, imagery should lead the viewer’s eye to the call to action, whether that’s through actual arrows and movement or simply with a layout that guides the potential customer along.

4. Efficient Opt-In Process

Seamless user experience is key. Optimize your form fields to strike a balance between collecting essential information and respecting the user’s time. A visitor to a landing page is already close to converting. Make sure it’s easy for the visitor to fill out desired fields (or risk that visitor abandoning the process). Remember, a shorter form often yields better results!

5. Design Optimization

Above-the-fold content (on both desktop and mobile) is your prime real estate. Ensure easy access to vital information. Additionally, ensure your landing page is mobile-compatible, as a significant chunk (over half of all traffic) comes from mobile devices. Lastly, eliminate any detouring links that might distract users from the main goal.

6. Continuous Improvement

The work doesn’t end once the landing page is live. Be sure to regularly evaluate its performance using tracked metrics. A/B testing’s your friend – find the sweet spot between different landing page formats and form fields that maximize conversions.

Landing pages, when strategically crafted, can transcend from mere entry points to formidable conversion tools. By understanding and implementing the key elements discussed above, you can create landing pages that not only capture leads but nurture them into loyal customers.

For more strategies, expert tips, and industry insights to enhance your lead generation efforts, reach out to our team, here. We’ll elevate your landing pages; you’ll watch conversions soar.

A Strata YouTube Original Series

Digital advertising encapsulates most marketing that occurs online – including social media, streaming channels, display ads, and more. In our latest YouTube video, we sat down with Caitlin, Strata’s Marketing Manager, to go over some of the most frequently asked digital advertising questions. Here’s a snippet of just a few of them, below.

Why is digital advertising important?

Digital advertising gives you a high level of outreach and has a huge audience reach. And, within that outreach, it gives you full control over how you connect with them. Also, it’s so widely used because of the user’s ability to filter down an audience to specifics while still reaching tons of people.

What is the most important thing to keep in mind/remember when it comes to digital advertising?

Clear goals! It’s extremely important to understand exactly what you want out of your campaign before and while executing it. You can be more broad or very specific in your goals, just make sure you have them. Some of the most common goals are awareness, conversions, purchases, and sign ups.

How do I know who to target with my digital advertising?

To know who to target, you’ll need to do a lot of market research. Part of initial research is your own understanding of your business, audience, and simply your intuition. This understanding and intuition, plus additional research and industry statistics, will lead you in the right direction.

For more frequently asked digital advertising questions and in-depth answers, view the full video on our YouTube channel, here. Caitlin covers:

  • What’s the best way(s) to get people to click?
  • What’s the most common mistake you see made with digital advertising design?
  • What’s the most common mistake made when managing digital ads and how can it be avoided?
  • How long will it take until I start seeing results from my digital advertising?
  • How do I figure out my digital advertising’s ROI (how do I check on the health of my campaign)?
  • How do I decide on digital ad placement/sizing?
  • What are the biggest measurements of long-term and short-term digital advertisement success?

Click the image below to view the full video!

The Strata team is available and ready to answer any additional digital advertising questions you may have, or, if you’re ready to make smart happen, get in touch with our experts.

Understanding Consumer Values and Behaviors

We’ve previously talked about using marketing personas to enhance the buyer journey, and we’ve touched on the basics and benefits of geographic and demographic data in several blogs. However, there’s one more (key) piece of the puzzle to incorporate if you’re going to stand out from the crowd, or should we say, pick the right crowd: psychographics. Using psychographic segmentation can help your company connect with the right audience at the right time. Let’s break it down together.

What exactly is “psychographics”?

Psychographics, simply put, is the psychological study of humans, focusing on our emotional needs and values. It supplys insight into why people make decisions. “Psychographics seek to understand the cognitive factors that drive consumer behavior.” With that in mind, psychographics can strengthen your existing quantitative data (demographics) and produce a better picture of your market – a picture of what the public wants and needs and how often they’ll be buying goods and services to fulfill those needs.

When you know how people wield their purchasing power, you can structure and prioritize your messaging to appeal to their values, remove what doesn’t resonate, and tailor your approach to the individual platforms they use. This includes being specific with the types of personalization, imagery, and voice you use in your marketing campaigns.

Activities, Interests, and Opinions (AIO)

An important psychographics acronym to remember is AIO, which stands for activities, interests, and opinions. Activities are what people like to do, interests are their inclinations and affinities, and opinions are their beliefs.

These three areas combined give you a better picture of what’s going on beyond the collected demographic data. As digital privacy has become more top–of–mind, people are selecting and sharing information with you on their terms – whether that’s via surveys, forms, or other platforms. These forms may ask them questions related to not only their demographics, but their psychographics. Are they paying attention to their fitness? Does your company care about similar social causes? How much do they invest in their pets? All this information can help you craft the perfect audience and reach them with relevant messaging. The more questions you ask, the better understanding you’ll have of who they are, why they do what they do, and, of course, their As, Is, and Os.

An Example…

Let’s say you’re opening a gym, and you’re looking into how you want to market to your community. We can look at two women who, while similar, have some key and distinct differences. Let’s name them Janine and Kerry.

JANINE

Demographic ProfilePsychographic Profile
FemaleRemains active
Age 25-34Up-to-date with millennial trends
Single, no kidsFlexible schedule
Household Income $55K+Conscientious buyer, yet flexible budget
City dwellerEnjoys going out with friends
Dental assistantTypically free on weekends

KERRY

Demographic ProfilePsychographic Profile
FemaleRemains active
Age 25-34Up-to-date with millennial trends
Married, one childTighter schedule
Household Income $110K+Budget savvy
City dwellerParticipates in child-centered activities, occasionally goes out with partner
NurseVarying weekend schedule

With Janine, you can see she stays active, is averse to high spending (yet will spend on certain things, it seems), and has a somewhat flexible schedule. Perhaps you send Janine a postcard with a trial pass to visit and try out your facilities. Or, you advertise one free trial week with a discounted first month with the completion of the trial. You could also showcase one-on-one personal training! She may be interested in the personal training if she finds your gym worth the cost. Lastly, since she’s free on weekends, showcase some of your weekend yoga or meditation classes with group discounts – maybe she’ll bring her friends along!

On the other hand, let’s look at Kerry. With her tighter schedule, and one child under the age of 18 at home, switching up the messaging is key. Since she doesn’t seem to have as much time to be social with friends, you may want to showcase some group fitness classes, while also noting that their times often line up with in-gym childcare. Perhaps there’s a weekly mommy-and-me class your gym offers. Whatever the case, make sure you’re supplying messaging that makes sense with her lifestyle and needs, that’s tailored to acknowledge her busy schedule. Generally, the possibilities are only amplified by the psychographic data you’ve collected – and you’re likely to make both potential customers feel seen and understood.

We highly recommend using geographic, demographic, and psychographic data as well as quota sampling to help inform your marketing tactics. If you’re not sure where to start, no problem. You can contact us today to get started on your next marketing campaign, and we’ll work with you every step of the way to ensure it’s a success.

And How Can Digital Enhance Them?

In our last blog on large format printing, we went over the top current large-scale print trends. Today, we’re diving a bit deeper, and giving you our knowledge on large-format print options (from poster board to metal) and explaining how digital aspects can enhance them.

The Variety of Large-Format Print Options

There is virtually an unending list of products, finishes, and printers when it comes to large format printing. This means a ton of options (which can seem overwhelming) but also a lot more room for creativity, more ways to think outside of the box and stand out, more options for meeting your goals, more levels of weather durability, and a wider range of budget possibilities. It’s important to think through your business’ needs, wants, and goals when it comes to large-format printing. What size will work best to catch your audience’s attention? What material will be both budget-friendly and effective? Where will be best to use large format prints?

While this is the exciting part of large format printing, it can also be the most daunting. So, it’s always helpful to work with a marketing team or partner to plan ahead and choose wisely. Since there are so many options out there, today we’ll give you a brief understanding of the ones we know well and provide often to enhance the marketing of our very own clients.

Options Strata Provides

Strata uses our HP Latex R2000 printer to create the following large format materials, although our services are never limited and always expanding:

  • Decals
  • Banners
  • Posters
  • Indoor Signage
  • Outdoor Signage
  • Menus
  • Commercial Signage
  • Seasonal Signage
  • Stationary Signage
  • & More

And we primarily offer them in the following finishes and materials:

  • Vinyl
  • Semigloss Poster Stock
  • Corrugated Plastic
  • Foamboard
  • Ultraboard
  • Coloplast
  • PVC Board Stock
  • Metal
  • Adhesives

Like we said before, it’s always important to know and understand your needs and audience before deciding on a printer, print format, print materials, and finish. Even the little details matter when you go big!

How and Why You Should Pair Large Print with Digital

Wide-format printing can bridge the gap between the digital and physical. How? There are several ways – but here are just a few. The first, which you may be familiar with, is to include digital aspects on your materials, such as social media icons and usernames and URLs. The second, recently emerging digital touch, is the QR code. These are great for leading people to digital touchpoints from your signage – whether that’s to a website, form, menu, or another avenue. We believe that the more your customer can interact with your large-scale signage, the better.

Interested in exploring Strata’s large format services? Feel free to reach out.

Some New Large Format Ideas for Your 2023 Marketing Plans!

Strata believes (very much so) in the strength and effectiveness of smaller-sized advertising and marketing such as social and digital ads, email, direct mail, letters, and more. However, we also think that, sometimes, it pays to “go big or go home”. Today, we’re talking about large format printing. Here are 2023’s biggest (no pun intended) and most popular large-format printing trends. Side note – we offer many of these in-house!

When and Why You Should Use Large Format Printing

Although, like we said, smaller marketing materials and mediums are often very useful and effective, large scale can be the answer when it comes to getting attention and ensuring those passing by (whether that’s on the road, in the parking lot, in your store, or at an event) receive the message you’d like them to get. While you may be super familiar with the more recognizable and large-scale print tactics of billboards and bus wraps, that’s not where the possibilities end. Large scale printing can be used for branded, interior or exterior signage to “set the scene” and create an experience, can be displayed at events to draw attention to your offerings or booth, can be placed in front of your shop to bring customers in, pasted on your windows, hung on your walls and stuck onto your furniture…the list goes on.

Large-format print materials can do so many things and send just as many messages, from displaying your campaign or brand messaging to showcasing an offer, or simply catching viewer’s eyes with a thought-provoking graphic or image. And, with ever-changing print technology and possibilities, there are endless ways to set your company’s brand apart.

Still not sold on your company’s need to consider large-format print? If we haven’t convinced you yet, here’s one last reason for large print. These days, with the rise in hybrid working and the increase in employees staying at home, as well as a decrease in the customer’s willingness to enter establishments (they’d often rather online shop), expectations for in-office or in-building spaces are much higher. Bring them in-store or in-office with a bit of intriguing, interactive, thought-provoking, or maybe even just tranquil and safe large-scale design.

Some Top 2023 Large Format Trends

Wall Décor/Graphics

Many large format printers can print directly on a substrate, so large format prints are great for wall décor. Whether that material is adhesive, wallpaper, or signage, wall art can be used to tell a story, create an atmosphere, liven up a space, or express a brand message.

Die-Cuts and Unique Shapes

Large-scale printing already visually stands out compared to smaller formats, but what stands out even more is unique and unexpected cuts and shapes. If you’re thinking about printing a basic square or rectangle, explore taking the design a step further. Would it work better, or stand out more, if it were a circle? Triangle? Irregular shape? Would that shape further embody the message?

Floor Graphics

A very interesting and unique addition to any setting, floor graphics can help viewers move through a space, or simply add to their experience. Decals like this can make a great conversation piece. And, paired with elevated signage, make your message hard to miss!

Interactive Displays

Newly popular in the large-format world are interactive prints. These could include or be anything from games and experiences to signage that leads to other avenues, to installations that viewers interact with to reveal something hidden, and so on. The printing technology of today makes it easier than ever before to play with different elements, explore multi-sensory experiences, and create more immersive showcases. A good example of this? Adding a game-board at an event to showcase your offerings, educate your audience, and share your brand’s voice and personality – all in one!

Durable Outdoor Signage

Who knows what the weather will bring, and depending on where you live or where your business is located, sometimes it can be very hard to predict. With more and more materials and finishes appearing on the market, durable outdoor signage has become increasingly popular – whether it’s used to showcase products or simply house your store name.

Eco-Consciousness

Now and into the future, companies are becoming increasingly concerned about our environment, how we affect it, and what we can do to help it. So, printers and buyers of large-format printing need to stay cognizant of what they’re offering and provide options that range in their level of eco-consciousness. At Strata, we’re always striving to find new ways to conserve, reduce, and reuse, as well as supply options that have the world we live in, and its wellness, in mind. 

Additionally, there are other eco-friendly printing practices that printers can try to follow, such as using automated processes, when possible, quality data and reporting, and carbon data analysis. 

Interested in working with Strata on some of these large format projects? Feel free to reach out.