Over the next few blog posts we have decided to look at quotes from the advertising and marketing industry for inspiration. Our first featured industry guru is David Ogilvy. Known by some as “The Father of Advertising”, Ogilvy was at the top of the advertising tree for some 40 years or so. He died in 1999 at the age of 88 but in his time offered many a wise word and here we’ve hand picked our top ten quotes to share with you.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. - David Ogilvy

A lot of research has been done to quantify the success of interactive and dimensional direct mail compared to regular direct mail consisting of, say, letters and leaflets. You can search for yourself on Google – “Response rates Interactive and dimensional mail”. We find it quite incredible that a direct mail client will opt for a scatter gun approach and select an A5 leaflet as the mailer. You might as well burn money. Research show response rates to be significantly higher using specifically targeted lists and using direct mail tools that are designed to grab attention. 

 So to make your direct mail campaign most effective it’s clearly important you do your homework and take a more focused approach.  First off hone down exactly who your target audience are, work out precisely who you should be addressing and get together your refined list of contacts.  Then once this is done you need to select the right vehicle which will carry and deliver your message in the right way so that the message gets heard and more importantly is listened to. 

 Direct mail products like our interactive and pop up mailers are exactly the type of direct mail tools you should be using to grab your audiences’ attention, each recipient will have no choice but to sit up, take notice and engage with your promotional campaign.  The pop up mailers which come in various shapes and sizes such as cubes, houses, and even pyramids each have a rubber band mechanism within which allows them to compress down inside their own bespoke mailing wrap for cost effective mailing.  More importantly and most impressively, this mechanism means that on delivery the mailers automatically jump back in to 3D form when released from their wrap. This fun and surprise action instantly commands attention and definitely gets your promotional print noticed.

 As well as the pop up products there are also interactive items such as the picture dissolve and flicker card.  These items have a different kind of intriguing action which are manually operated making them incredibly tactile products that will really engage your customer and entice them to take in your marketing message.  Whether you go pop-up or interactive the outcome is the same, a stand out direct marketing product offers the best chance of success for a truly outstanding marketing campaign.

Get your sports events marketing off on the right foot with interesting promotional print such as the v-fold pop up card.  Open the card and the 3D pop up jumps out making it a little more engaging than a regular leaflet. The slightly animated action reflects and reinforces your sporting events lively and energetic theme.

Of course interactive products with a motion needn’t only be reserved for promoting sporting events.  The intriguing action can be used to spice up marketing for even the most everyday affair such as a seminar or a conference.  One particular marketing product with motion is extremely popular in just these instances; Starburst can be used with great effect as a conference marketing and promotion tool.  As the cover is opened, the action reveals and automatically unravels a cleverly folded inner sheet with an attractive flourish.  This larger inner sheet also gives room for far more print than the cover alone would allow.  As effortlessly as it opens the Starburst opens it also folds back down when the cover is closed, making it portable so it can easily be used as a conference agenda.  Its compact nature also makes Starburst ideal as a direct mail piece in the run up to your conference or seminar.

Exhibition advertising and promotion is key to any successful event so make the most of your exhibition marketing efforts with stand out promotional print.  The Flicker Card is an exciting interactive print item ideal for any tradeshow marketing campaign.  Its many pages turn automatically at the pull of a tab enticing people to pour over this intriguing tradeshow product and your marketing message.  Each page offers ample print space to advertise and promote your upcoming exhibition and in a really fun format. 

Another great product for event marketing is the Pull and Push.  The pull out tabs of the Pull and Push offer plenty of room for your marketing message.  Its unusual mechanism adds that extra element of interest and means your exhibition promotion and marketing will really get noticed.  Pull and push works equally well as a direct mail piece or as an exhibition product/handout so makes a great choice for all aspects of exhibition promotion.

To help make your tradeshow unforgettable, start by sending an intriguing exhibition invitation that will set the tone for your fun ‘not to be missed’ event.  Whether your next event is a seminar, a conference, a tradeshow or an exhibition it a successful event starts with a good invite.  Take the time to create an event invitation with real impact to really raise interest and secure the best possible uptake. 

Products from our pop up mailer range are ideal for just such a job so don’t let all your hard work go to waste, use a dynamic event invitation to encourage the best turn out and make your event a success.  Our pop up cube is a popular choice as it is a generic shape is suitable for any kind of company and the six faces offer plenty of room for promotional print.  The pop up pen pal doubles as a useful desktop tidy so used wisely, as well as being an exciting alternative to an ordinary exhibition invite, it also becomes a daily reminder of your firm long after the show is over.

When organizing an event lot of money is spent on exhibition stands, floor space at trade shows, catering, hotel bills and entertainment but if no-one attends then it is all money down the drain. It is very important to ensure that the right people come to visit the event, exhibition or trade show. That is why you should take great care in choosing the right invitation for the job. An invitation to any event should be eye-catching, memorable and should not be something that can be thrown away. We have selected a pop-up cube, a pop-up castle, a pop-up house and a pen holder as examples of invitations that fulfil each of these requirements. 

Pre-publicity plays a major part in the success of every event, conference and exhibition and whilst your publicity materials need to grab your readers’ attention you also need enough space to print a lot of information. We have selected four products each with an eye-catching movement and a high level of reader interaction but each of which also offers a generous area for printed information. The flicker card, starburst and push’n’pull all have impressive movements whilst the pop-up card can feature a custom-made pop-up shape to match your product.

Many exhibitors at trade shows will try to thrust an advertising leaflet or flyer into your hand as you pass their stand. Most of these will be thrown into the nearest waste bin which makes the whole effort a waste of time and money. To stop this, your information handouts should be a compact size, small enough to fit into a pocket, purse or handbag which reduces greatly the chances of your information being thrown away. We have four great examples which are ideal as tradeshow giveaways and handouts – the 2-pop box, the Foldilocks, a Little Big Card and a Mini Starburst.