Blog2020-08-05T19:30:26+00:00

One Plus One Equals Three?

I know that title sounds like something from the new math, but it's really a formula for marketing success. It's not uncommon to have two different things that, when married together, add up to something better than each would on their own. Take, for example, peanut butter and jelly. Both very good on their own, but when you combine them, wow, they add up to something pretty amazing. Something much better than when eaten individually. Not surprisingly, advertising has a similar story. Let's take two effective advertising mediums: Print and Digital. Individually, both are effective ways to engage consumers. However, when you marry these two media, the combined result is greater than [...]

The Two Sides of Multi-Channel Marketing

Consumers consistently tell us they want more. More information, more selection, more special offers, and more ways to access your goods and services. Enter Multi-Channel Selling and Marketing... Multi-channel is a buzzword we hear a lot lately. Until recently, it was mostly used in a marketing context to describe a multi-touch approach to reach customers. But more and more, we are hearing it used in referring to selling channels. Let's take a few minutes to unpack how multi-channel can profit your business. If there is one positive outcome from the pandemic, it has accelerated how businesses expanded their selling channels. What do I mean by selling channels? A selling channel is [...]

It Played Out as We Expected

Earlier this summer, we shared in an email that we saw certain economic conditions coming our way that would impact consumer's shopping behaviors. While the glow of unexpectedly robust Q2 revenue was still fresh in many retailer's minds, we shared that based on feedback from our July consumer survey, we saw a reversal coming our way along with a shift in shopping patterns. You can access our original article here. Shoppers told us they were concerned about the economy and that they would adjust their household shopping budgets accordingly. Well, it played out pretty much as we expected. Just last week, the Wall Street Journal confirmed our predictions in an article titled [...]

The Pulse of the Consumer Survey

To better inform our clients, Signature Graphics commissioned a survey in late July to take the "Pulse" of today's shopper. We wanted to get direct feedback from consumers to better understand what they are experiencing today and how they anticipate responding to these new circumstances tomorrow. The Economy Our first concern was to better understand how consumers feel about the economy today. This is important because it will drive all other decisions consumers will make. We asked two simple questions: 1. How Concerned are you about the economy during the next three months? 2. What [...]

Connecting with Consumers. Is it Different Now?

Q2 is behind us and the numbers were surprising. Year over year, growth was off the charts for many retailers. For some, not in a good way, but for those essential businesses selling groceries, hardware, and general merchandise, you more than likely exceeded some of your best quarters. Now what? Can we expect more of the same? Most analysts have identified Q2 as an anomaly, a perfect storm that provided certain retail segments with a significant challenge, but also with a sizable reward.  No one's saying it was easy, but the bottom line looked pretty good. So let's do it again in Q3. Right? That may be harder than it looks. [...]

The Risk is Low and The Return is High

The Risk is Low and The Return is High. During the initial stages of the COVID-19 pandemic, some unsubstantiated reports circulated that you could catch the virus by handling your mail.  And while some concern was understandable, the CDC said early-on that the risk from handling your mail was low. It's good to see that new research such as this comparison chart from the Texas Medical Association www.texmed.org  has validated those early CDC reports and shown the actual risk has always been very low. Mailbox Merchants continues to be an effective channel for reaching consumers where they live. And with so many consumers at home these days, there's no better time [...]

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