Take Your Customers on a Fantastic (Email Marketing) Voyage


If you’re an integrated marketer working for a small business, you wear many hats and manage a host of duties—but you’ve probably never thought of “tour guide” as one of them. And yet, if email marketing is part of your strategy (and if it’s not, it should be), it’s essential that you create a cohesive customer journey.

In theory, it’s not that complicated: start with a good list, deploy an email, send the reader to the site, and make the sale. But how you move customers along that journey determines if they’ll make it to your checkout page, or if they’ll simply check out.

Narrow Your Focus

Your emails should concentrate on a specific product, feature or piece of content. That email has one job and one job only: to entice your customers enough to follow a link to your site. Even though this messaging checklist was written with direct mail in mind, the lessons apply to email, too.

The Right Touch

It is likely that you will need multiple touches to move your customer – typically that number is 6 to 8, so plan your emails accordingly. Consider where your customer is on their journey: someone who is more familiar with your category or has considered purchasing from a competitor has different informational needs than an individual who has just started to research the market.

Have a Clear CTA

Don’t underestimate the power of your call to action. This is your chance to direct the customer, so it should be clear, concise and convey a sense of urgency. Be specific, and keep choices to a minimum – if the goal is to drive someone to a website, don’t also instruct them to make a phone call or visit a store.

Listen to Your Data

At the conclusion of your campaign, your data analytics should paint a revealing picture: which emails resulted in the best click-through performance, how deep into your site your prospective customer went, and how close you came to making a sale.

All Aboard!

Congratulations, you’ve moved your prospects to your website or blog – now it’s time for them to do some site-seeing. Once they’re there, you’ll have to deliver with interesting, relevant content that offers value – it doesn’t have to make the sale right away, but it does need to make a connection.

4 Mobile Marketing Trends for 2017


It’s the start of 2017 and our collective global love affair with smartphones for research, shopping, personal assistant capabilities, and thousands of other applications has placed mobile marketing at the forefront of marketing trends.

Reuters predicts that more than 75% of Internet use in 2017 will come from mobile devices, leading forward-looking integrated marketers to plan mobile-first. Small Biz Trends has outlined four mobile marketing trends to consider for the coming year.

Mobile Search

Responsive design allows your small business to rank favorably with Google, but that is no longer enough. You must also consider the mobile keywords and search phrases associated with your business, search engines’ expanded targeting capabilities, and other technological developments. Google’s recent announcement that they will now index the mobile version of sites whenever available (rather than the desktop version), means that more effort than ever must go into mobile site design that emphasizes the user experience.

Mobile Payments

CMO.com reports that 61% of time spent on retail sites is on mobile devices. As a result, the market has seen the rapid adoption of mobile wallets (i.e.: Apple, Android and Samsung Pay) as consumers—particularly millennials—eschew credit cards and cash for the ease of paying with mobile devices. Small Biz Trends also points out the growth in re-targeting based on consumer Internet searches will increase purchases, as offers ‘follow’ consumers across various websites.

Mobile Apps

New apps are launched every day, introducing new opportunities and conveniences for consumers and marketers—including capturing payment and shipping information for greater conversion. Smart Insights points out that 89% of mobile usage is on apps, and app revenues in 2017 are expected to exceed $77B. Mobile apps are expected to grow in the areas of location-based services, artificial intelligence and augmented reality.

Mobile-Only Social

The biggest mobile trend of all is the rise in mobile-only social platforms including Instagram, Snapchat and Periscope. These networks are accessible only on mobile devices, making them a growing prospect for small businesses and consumers. Small Biz Trends reminds marketers that while a presence on multiple mobile-social platforms is recommended, each platform must feature unique messaging.

Mobile’s steady year-over-year growth makes it essential that integrated marketers continue to look into new ways to reach consumers of the medium, ensuring that the latest technologies and consumer preferences are a part of the strategy. At present the greatest growth is in traditional mobile devices, but it behooves marketers to keep an eye on emerging markets as well, including wearable devices.

Consumers Want, Love and Keep Promotional Products, Study Says


Kudos to you if you’re rockin’ the tchotchkes. New research from the Promotional Products Association International (PPAI) reveals just how much consumers want, love and keep branded promotional merchandise. PPAI is the largest industry association of its kind, and since 1992 has been assessing the effects of promotional merchandise on buyers’ perceptions, attitudes and behavior.

Multi-Generational Study

The 2016 Consumer Study tapped one thousand adults of all ages to “measure the performance of promotional products and enhance understanding of their role as an advertising channel.” Integrated marketers uncertain about the real appeal of promotional products will find the data compelling.

Metrics and Results

Here are five ways promotional merchandise excels as an advertising medium, according to study results:

Reach (delivering adequate exposure): 89 percent of those surveyed reported receiving a promotional product in the last six months, up 16 percent from 2012 and nearly 30 percent from PPAI’s first study in 1992.

Recall (remembering brand or message): Nearly 90 percent remembered the branding of promo products they received, while 80 percent recalled messaging from at least one product.

Resonance (transferring a favorable attitude): Eighty percent reported their impression of a brand positively changed after receiving a branded item.

Reaction (stimulate change in buying behavior): 83 percent said they are more likely to do business with brands that give them promo items versus brands that don’t

Relativity (effectiveness against other channels): Consumers across all age groups rated promotional products as the advertising medium “most effective at moving them to take action.”

Another data point, length of exposure, reveals that consumers typically keep a promo product from one to five years, but that women may keep an item for up to 10 years.

Now Hiring!

Signage production associate


  • Prioritizes each day to efficiently and cost-effectively schedule the workflow
  • Performs finishing operations such as laminating, trimming, and hemming of printed pieces.
  • Maintains an understanding of signage and graphics media and substrates and proficiently uses sign production and finishing equipment
  • Prepares substrates for application, which may include cutting, painting, laminating, cleaning, and maintaining the substrates for application
  • Weeds excess vinyl from computer cut images using techniques that vary with size, type of vinyl, and complexity of image, understanding how and when to use each technique
  • Performs quality assurance measures pre- and post-construction by accurately reading and interpreting a Work Order and then proofing for errors or unacceptable standards (bubbles, rough edges, loose seams, etc.)
  • Works on different projects simultaneously
  • Establishes and maintains effective team relationships with all support departments
  • Follows all company policies, procedures, and business ethics codes
  • Performs other duties as assigned


  • Must be presentable, dependable, reliable, and detail-oriented
  • Strong verbal and written communication skills
  • Basic math skills (adding, subtracting, multiplying, and dividing whole numbers and fractions and converting fractions to decimals and vice versa)
  • Able to work well under pressure to output high volume, high-quality work
  • Able to lift 50 or more pounds
  • Must have the flexibility to lean over a waist-high table and use back forth hand motions to apply vinyl letters and graphics to a substrate
  • Able to use light power equipment
  • Valid driver’s license
  • PC/Mac skills and internet, publishing software, and sign production software skills are a plus
  • Flat Stock, Sign and graphics production experience is a plus
  • Experience with large format latex, finishing, and installation are a plus
  • 3M Wrap certification and/or Geek Wraps certification are a plus.


  • Formal On-the-Job Training Program
  • Casual and creative work environment
  • M-F standard operating hours
  • No weekends
  • Bi-weekly pay
  • Direct Deposit
  • Holidays off

Please email resumes to jasoncrutchfield@piptriad.com

Event Marketing Trends for 2017 and Beyond


Thinking about amping up your event marketing in 2017? Gone are the days when all you needed was a cool display, a bevy of “booth babes”, and some swag. Event marketing has evolved into a high-impact tool that integrated marketers can use to connect with a larger audience. Here are a few of the hot trends and topics for 2017.

Immerse Your Audience

Consider how 360-degree digital and mobile can enhance the experience for attendees. Jennifer Hawkins, Director of Marketing at live engagement marketing firm Double Dutch, says convention apps are a must. “Fifty-six percent of users engage with event applications at least 10 times on average, proving that attendees are eager for this type of timely, contextual content,” she said. Apps also make event marketing just as trackable as digital marketing channels.

Are You Moving The Needle?

Big data rules every other facet of marketing, and integrated marketers who do events will need to show ROI. One thing that can help is if you invite the right VIPs and digital influencers to your event: you’ll ride their social media coattails and get a bump in your Facebook, Twitter, or Instagram traffic.

Bring the Internet to Life

Since the Internet is most people’s primary contact with a business, make sure your physical presence mirrors that of your website. And think about the broader Web: can you mine memes or viral videos and bring those to life? (The Mannequin Challenge might be great; however, the Ice Bucket Challenge – not so much.)

Social Walls

People love seeing themselves, and a digital social wall not only creates visual appeal, but brings all your channels to life, allowing you engage followers and other event attendees in real-time, and letting you harness the power of the hashtag to own a conversation.

The End is Just the Beginning

How will you keep the conversation going after the convention? It could be posting clips of your keynote speech to YouTube. Think about what you can turn into content, and then how you’re going to share it. Hint: you’ll make the most of it with a good social media content schedule.