A Little Experience Goes A Long Way

When it comes to the world of marketing, there's a lot to be said for experience in the field. Over the years, Tray Inc. has had the privilege of working with - and learning from - some of the biggest and best brands here in Baltimore, and across the country.

Our client relationships are more than just a list of logos and past accomplishments. Each account we've worked with, and each campaign we've helped developed is another piece of experience that impacts all of the work we do today, and all of the work we'll do in the future.

No matter the size or limits of your campaigns, the knowledge and expertise our team brings to the table includes the building blocks of triumphs and failures that have gotten us to where we are today. We know what works, what doesn't, and when to flex our muscles and push the tools and options of direct mail even further.

The Old Gray Mare - Finding New Ways to Succeed With Print Marketing

If you want to prove that print marketing isn't effective anymore, all you have to do is trot out an old played-out idea, and point at it's failings as proof that paper just doesn't hold weight, anymore.

But that's cheating - right?

Print marketing, like any marketing, thrives on creativity and innovation. Full page newspaper ads and cheaply-made postcards probably don't win over many new consumers. On the other hand, Milton Berle slipping product placement into a TV variety show probably doesn't do a lot anymore, either.

The real marketing success today are wholly unique, and eye-catching, regardless of what medium they're created in. The latest viral YouTube hit isn't relying on old boring ideas - so why should your print efforts fall back on old standbys? If your marketing is constantly going back to the same well of ideas, time and time again, it's time to start looking at the future.

At Tray, we strive to take the execution of print marketing off of your plate, so you can devote more time and head space to coming up with something new - something exciting.

After all, content is still king - a brilliant, thoughtful idea will always be successful. Our business is to help turn your brilliant ideas into a well-executed strategy. Talk to us today to find out how.

Start The Presses: The Resurrection of Print Catalogs

If you've been following your competition, it should be no surprise that catalogs are back in a big way. Once considered old fashioned, many major brands - including top retailers - are going back to the books to attract new customers. What started as a kitsch trend to appeal to hipsters and tactile-loving indie shoppers has caught on once again with everyone from millenials to boomers.

So what's inspiring this sudden return to traditional marketing?

According to Harvard Business Review, it may simply be a sign of the improving economy.

But then the Great Recession hit, and retailers looking to trim their expenditures cut catalog budgets.  With the concurrent rise in online sales and marketing, print media seemed like a waste.  Although some holdouts remained (notably, Patagonia and Brookstone), catalog circulation continued to decline for the next several years.  According to the DMA, in 2012 mailings dropped to its lowest level since it began collecting annual data in 2001.The recent resurgence in the popularity of catalogs raises questions about their value and long-term viability.  Is the latest rebirth of the catalog merely a reflection of the Great Recession’s conclusion? Will they once again fall out of fashion at the first sign of softness in the market?

We have a somewhat more optimistic view. Here are our top three reasons catalogs are back in style:

1. Brands that utilize all marketing channels are more successful than those that limit themselves to one area.

This shouldn't be surprising, right? The more audiences you speak to, the greater your chances of success.

2. Catalogs provide consumers with a physical reminder of your brand.

Emails can be deleted easily. Social media posts can be hidden and ignored. Catalogs are a physical object. Even if consumers are immediately discarding a catalog, they are still pulling it out of a mailbox, looking at it, and carrying it somewhere else. The more time they spend with that book, the more likely they are to open it.

3. Catalogs feel more valuable than digital communications.

Today's consumer knows that printed materials aren't free. A brand that puts the time and investment into developing a catalog (particularly one that feels tailored to the consumer) is a brand showcasing their value and worth to the people that receive it. It makes your brand feel more real, more trustworthy, than digital-only competitors.

So, what do you think is causing this resurgence of catalog marketing? When you're ready to print your own, give us a call - we've got the experience to lead you through this new (old) trend.