Month: October 2023

Tangible Marketing in Our Age of Everything-Digital

~ Anna @ roots ~ Leave a comment

It is personal, it is tangible, it is targeted and it is memorable!

What is tangible marketing? In a nutshell, it’s the use of physical objects to communicate a message or promote a product or service.

There are several reasons why tangible marketing is such a great tool.

#1. It grabs people’s attention. We live in a world where most of our communication is digital, so when we see something physical, it stands out.

#2. It creates a connection between the customer and the brand. By giving people a physical object to interact with, you create an opportunity for them to learn more about your company and what it represents.

#3. It helps people remember your brand. Studies have shown that when people interact with a physical object, they’re more likely to remember the message or product it promotes.

A typical business person receives more than 100 emails a day, which can make it difficult to have a real impact when using only digital outreach (many cold outreach emails get filtered or go to spam!). In our age of digital communication and information sharing, receiving a special package in the regular is rare and so, it grabs attention: no wonder that direct mail has a better open rate than email.

MailChimp Holiday Socks tangible marketing example

According to the Data & Marketing Association, “The average B2B direct mail open rate is 21%, compared to just 2-5% for email.” So, if you want to maximize the number of people who hear your message, direct mail is the way to go!

Like in our personal life, an emotional response keeps the message and the messenger in the receiver’s mind. Receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.

Chubby Gorilla’s Sample Kit

There are many different goals your company can accomplish with tangible marketing:

• To build brand awareness
• To warm up cold leads
• To invite to connect (webinars, stopping by the booth at a show, etc.)
• To reactivate lost opportunities
• To follow-up after an event/connection made

It is personal, it is tangible, it is targeted and it is memorable!

The Hottest Marketing Tool in 2023

~ Anna @ roots ~ Leave a comment

Of the multitude of tools available to the modern marketer, video content is winning, hands down.
Video marketing, being the highest ROI marketing tool, has become absolutely essential for brands, regardless whether it is a consumer or a B2B brand. Not surprisingly, the short-form video has seen the most growth in 2023. Any video that is under 60 seconds long is a short-form video. Currently more than 90% of marketers are using this tool and some studies show that this number is growing (source: HubSpot report on Marketing trends).

Companies are using video content for several different reasons: to create brand awareness, to generate quality leads, to keep customers engaged and interested, to educate, and to convert leads into revenue stream. Before developing a video content strategy, companies must be clear about what they are trying to accomplish.

From the platform stand point, the most used platforms are YouTube Shorts and Instagram Reels, and for consumer brands TikTok became an irreplaceable loud speaker … no wonder that every other SM platform is trying to replicate its successes. Based on the recent report by HubSpot, 42% of marketers are using TikTok already, and more than half of them planned to increase their investment into this platform in 2023, which is the higher of any platform.

Consider these statistics:

• 73% of consumers prefer to watch a short-form video to learn about a product or service.
• 59% of short-form videos are watched for 41-80% of their length, while 30% of them have an average watch rate of over 81%.
• Short-form video will see the most growth among different marketing strategies in 2023, with marketers planning to invest more in it than any other formats or tactics. In particular, 21% of marketers plan to tap into short-form video for the first time in 2023.

If you need more convincing about the value of the short-form video, take a read of the blog by The Leap.