4 Creative Print Add-Ons to Drive Response & Engagement

One of the key benefits of print media is its tangibility, which opens up the possibilities for creative flexibility. Die-cut shapes and tri-folded panels are just the tip of the iceberg. Here are some creative print media enhancements that range from simple to more complex, and can work for any budget.

Power-Direct-Front-Door-Marketing-Creative-Add-Ons1. Scratch-offs
Scratch-offs are most often seen and used in lottery games and tickets. That element of surprise and chance is a characteristic of scratch-offs that makes them a simple and relatively inexpensive add-on to any type of print creative. Most commonly, we’ve seen scratch-offs used for sweepstakes with one grand prize winner. However, other marketers have used scratch-offs just for the additional interactivity between the consumer and the print media, and the underlying prize is the same for everyone.

2. Gift cards
Affixed gift cards literally add some weight to a piece of print media. While gift cards can vary in type, less expensive options are available with gift cards printed just on a heavier stock. Gift cards are a great creative add-on because 1) they extend the life of your advertising message when the consumer keeps the card for use, and 2) they can achieve a variety of objectives, such as drive foot traffic, increase average load, or encourage repeat visits.

3. Rub-and-smell
One of the newer introductions to print media is scent technology. While past rub-and-smells delivered only standard stock smells like strawberry and lemon, today’s technology can mimic nearly any kind of unique scent. A Pine-Sol front-door campaign executed by Power Direct introduced two of the brand’s new scents on a two-sided door hanger, and the home care brand leveraged the front-door media’s ability to deliver directly to the home to maximize impact.

4. Paper engineering
What is paper engineering? Think pop-up construction, shifting panels, and pull tabs. While paper engineering is an interesting way to make a printed media engaging, keep in mind that more complicated constructions can get confusing and may not always represent your brand the way a simple pop-up would. Paper engineering is also a great option for marketers on a tight budget since the additional cost is usually for only paper rather than external materials.

Would you like to see some live, physical samples of any of these creative add-ons? Just contact us to request a media kit.

What are some other unique print add-ons that you have seen or used?

3 Tips For A Better Hispanic Marketing Campaign

Targeting-Hispanic-Consumer-with-Power-DirectThe Hispanic market represents a huge potential and challenge for every marketer. As reported by AdAge, US Hispanic media spending grew faster than general market media, with a 4.6% growth in 2011. However, strategies and spending varied across the board for the 50 largest Hispanic advertisers, with some slashing budgets while others, including Procter & Gamble, Ford Motor Company, and Kraft, posted big increases.

With these varied results, how can marketers ensure their advertising dollars are maximized with the Hispanic audience? Here, we share 3 tips to get your best result:

1. Deliver cultural relevance.
As with any type of multi-cultural campaign, differences in dialects, food, acculturation level, and values can impact a marketing campaign and should be considered. For the Hispanic audience, whose constituents identify by country of origin (e.g. Mexico, Puerto Rico, Salvador, etc.), even idioms or local colloquialisms might not translate from one Hispanic subgroup to the next.

2. Reach consumers when they’re most responsive.
Hispanic shoppers are responsive to incentives and offers, and reaching these shoppers during the decision-making process is critical. As most purchase decisions are made even before a shopper steps into a store, marketers must make an effort to reach shoppers at home. With the increasing number of consumer touch points available to marketers now, care must be taken to rise above the ever-increasing ad clutter.

3. Create word-of-mouth to amplify impact.
Localized campaigns, like front-door marketing, that are relevant and include valuable offers can create greater traction by leveraging the natural word-of-mouth, large family size, and the close-knit nature of Hispanic communities. The key here is to focus on delivering a hyper-local advertising message that can be naturally shared by the Hispanic shopper and their immediate community and network.

To learn more about how front-door marketing reaches and engages Hispanic consumers through the front-door, check out this Portada article or read one of Power Direct’s case studies.

What other tips would you offer to maximize a Hispanic marketing campaign?