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When a Manhattan doctor looking to grow his business realized that over 50 percent of his patients lived over five miles from his office, he turned to direct mail instead of online marketing to reach potential patients in his own neighborhood. And it worked—for what turned out to be less than half the cost and half the time of a digital campaign. While a majority of small businesses invest in some form of online advertising, many are discovering that the


The effectiveness of brand promotion

Brand promotion is more than slapping a logo on a coffee cup and tossing it in a product shipment to a customer. Brand promotion is a deliberate, well-planned process of associating your logo, your tagline and your value proposition with the needs of your customers and causing them to think of you when they need a product or service that you offer. A successful branding program will make your logo memorable, your message recallable and your service valuable. But


How can my charity cut cost?

Charities are constantly challenged by the increasing cost of operations, securing donors and providing services. There never seems to be enough money to completely achieve each year’s objectives and the one expense that tends to get cut first is “marketing”. But cutting marketing can mean cutting outreach, donations and branding, so eliminating promotional activities can also reduce exposure and opportunity. Marketing does not need to be expensive if it is carefully planned and executed with the assistance of a


Uniting your brand with your audience

Many marketers isolate their brand identity around their logo and tagline, completely ignoring the association of the brand with a value proposition or affiliation with a positive user benefit or experience. Despite the clever or compelling design of a logo, it simply cannot convey a message until you have successfully connected it with real meaning—and that takes time and effort and experience. Think about the Apple or Nike logos; neither of them had any value as a piece of artwork


Promotional Incentives: Cost or Investment?

If you are thinking about a promotional giveaway or incentive for your business, consult a marketing professional to help you design a program that will deliver measurable benefit to both you and your customer. Quite frequently, giveaway items are selected for a promotional campaign without careful consideration of a long-term return on investment and as a consequence are seen as loss leaders or zero-gain programs that don’t work. Marketing professionals know that any brand can easily be translated to a personal product


If a potential customer asks for “more information” about one of your products or services, they really do want more information—typically in the form of details, specifications, prices and a background on your company, packaged in a readable and good-looking brochure. Unfortunately, most brochures are big on design and short on content, leaving potential customers with an unfulfilled level of education about a product or service that they actually want to purchase (or they wouldn’t have asked for the brochure in


If you are committed to developing your brand then you need to repeat after me: Consistency, Consistency, Consistency. Consistency means more than simply using the same logo on different promotional elements (signage, advertising, letterhead, etc.)—it means making sure that every single time your brand is published that it looks exactly the same to your audience and that it looks as good as possible. Concepts of consistency include: Ensuring that the colors are perfectly matched in every application; Making sure that special design


Clean up with Wet Wipes as a promotional giveaway

At Henry York we offer a huge selection of promotional giveaway items, but one in particular seems to be immensely popular and practical—the wet wipe. We’ve all received a promotional pen, mouse pad or coffee cup at one point or another, and unfortunately, many of us have stuffed them in a drawer (or on someone else’s desk) and never used them. The promotional giveaway that is sure to be used is the promo wet wipe, because everyone can and will find a time,


Put your message in the palm of your customer’s hand

In the rush to cut cost and increase potential customer interactions, many marketers have abandoned postal mail and now use only email as a means of direct contact promotion. Postal mail still does something that no other medium can—deliver your message straight into the hands of your candidate customer.  And for certain campaigns, that’s the best way to evoke a response and deliver a lasting first impression. A well-printed direct mail piece conveys an image for your brand before it is even opened by


Promotional giveaways work—and here’s why

What’s the best way to get your customers and prospects to think of you more frequently?  Put your logo in their hands or on their back with customized promotional items. Despite the somewhat cliché notion of a pen as a promotional giveaway, if the pen looks good and writes well, it’s a hit with anyone and has a lifespan of six months or more.  Where else are you going to get six months of exposure for less than fifty cents? The mouse pad has