BAPC Leader Summer 2021

SUMMER 2021 — BAPC LEADER 6 Business challenges become greater year on year, but 2020 – 2021 has brought about an economic decline the like of which we have never seen before. However, industry is now preparing to spring back, with around 70 percent of businesses looking to increase marketing spend in 2021. This will result in past marketing disciplines having to change across all sales platforms to cultivate far more responsive, demographic and unique designs and ideas. This new era will deliver greater challenges for marketers and will lead to them expecting a far greater ROI. Indeed, clients now expect more focussed and exciting marketing approaches with experts stating that over 50 percent of clients who receive ‘non-personalised’ marketing do not engage with the brand. Eazyprint recently demonstrated that a personalised, ‘cross platform’ marketing campaign delivers a strongmessage and connects on an emotional level. Our belief is that high spec and creative ‘emotional multi-sensory marketing’ delivers responsive lead generation, while establishing lifetime customer values. Marketing key values This is one of the most important aspects of your brand. Generating a reaction that may not be a sale, but could be making a call, filling out a form, or requesting a quote. Loss aversion and customer acquisition cost is every clients need to know, and it is all about return on investment. Digital communication lacks delivery from sensory aspects of marketing such as tactile personalisation, touch, taste and smell. There is nothing tangible about digital formats. Scientific research has also proven that emotions effect our decision making. Indeed, ‘emotional marketing’ is evolving quickly and is being recognised as the driving force across all business-to-business promotions. Stimulants such as audio, video, embellishment and tactile print finishes and scents will help trigger the human senses of sight, smell, taste and touch, encouraging feelings of familiarity, trust, surprise and wonder. Walking the walk The recent Eazyprint campaign included video, textured and embellished print embedded with raspberry fragrances. Enclosed was a miniature bottle of Warner’s Raspberry Gin, a can of Fever Tree tonic, and a packet of REAL crisps. Our target audience consisted of some 25 companies, covering green and ICP’s. The conversion path set off with digital marketing. An initial ‘teaser’ e-mail was sent out to the 25 contacts, announcing, “something special is coming soon”. Followed by a beautifully ‘raspberry’ design and embellished drinks mat that, on opening, released aromas of raspberries. A week later another e-mail; this was a slow-motion video showing a gin and tonic being poured into a glass and again announcing that another surprise delivery, would be arriving very soon. Wefinished the campaignwithour elaborate, boxed, creation that was individually personalised with the recipient’s name embellished with foil. Sometimes you have an experience that leaves a lifelong impression, and that was certainly the case for those who received Eazyprint’s multi-sensory ‘Gin Box’. Janice Pretot, Director, takes up the story. Three cheers for emotional multi-sensory marketing These are key values we based our campaign on: • Personalised marketing is a highly effective way to engage with a target audience and to build a relationship • Traditional marketing methods are transitioning to more sensory formats • Marketers want an efficient, cost-effective, quick and powerful connection • Digital Marketing is still an essential tool in gaining brand recognition and is the easiest method of sharing information with customers – but it has a low value when used in isolation The Gin Box campaign had a 78 percent response rate