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Building Connections: The Power of Personalization

In today’s fast-paced digital world, personalized marketing has become a crucial strategy for businesses aiming to stand out and develop strong customer relationships. Personal interactions, especially on social media, can significantly enhance your customer experience and loyalty.

Personalized marketing involves tailoring interactions and communications to meet the specific needs and preferences of individual customers. According to research, 56 percent of people experienced a boost in engagement due to personalized marketing. Beyond the engagement measure, 80 percent of consumers are more likely to do business with a company that simply adds a human touch. These statistics highlight the immense potential of individualization in driving customer engagement and business growth.

Implementing Personalized Marketing Strategies

1. Tailored Email Campaign

Email marketing remains one of the most powerful tools for personalized marketing communication. Segment your email list based on customer demographics, behaviors, and preferences. Then, send targeted emails that address their specific needs and interests. For instance, if someone is interested in a particular service or product, send them relevant information, offers, reminders, or updates. Individualized emails drive higher open rates, click-through rates, and conversions.

2. Customized Website Experiences

Your website is often the first point of contact between your business and potential customers. Personalize the user experience by offering tailored content, recommendations, and offers based on user behavior and preferences. Add a chat area where someone can ask a question to a live customer service person. Use data analytics to understand customer interactions on your website and provide relevant content that meets their needs. A customized website experience can enhance user engagement and drive conversions. Why do you think Amazon does so well? They always have a personalized section that says “you may also like… “with multiple products like the one you’re currently looking at or have purchased.

3. Personalized Social Media Engagement

Social media platforms provide an excellent opportunity for personal and human interactions. Develop a social media strategy with specific engagement goals, such as increasing brand awareness, driving traffic to your website, or boosting sales. Create relevant, informative, and entertaining content people will be drawn to. Use a variety of formats, like videos, images, and infographics, to keep your content fresh and engaging.

Responding to comments and messages promptly and personalizing your responses to show that you value their input is one of the most effective ways to engage. Take time to answer your customers’ comments and messages. Address them by name and reference their inquiries or past business interactions. This level of individualization shows people that you value their input and are attentive to their needs, fostering stronger relationships and loyalty.

Understanding Your Target Audience

Understanding your target audience is essential for effectively personalizing your marketing efforts. Start by defining your ideal customer’s demographics and behaviors. Consider factors like age, gender, location, interests and buying habits. Understanding them is crucial for creating messages that resonate and ultimately drive sales.

Use first-party data (data collected directly from your interactions with customers) to gain insights into your audience. You can also leverage second-party data (another company’s first-party data) through partnerships or data-sharing agreements and third-party data (collected by external sources) for a broader understanding of market trends. VIA has access to many national reports through the ad agency network we belong to.

Measuring Success

You need to know what works and what doesn’t. Set specific goals for your campaigns and use metrics to evaluate performance. For example, monitor email open rates, click-through rates, website traffic, social media engagement and conversion rates. Analyzing these metrics will help refine your strategies and improve results over time. Marketing is expensive if it is not working.

Building Relationships Wins Over Time

By implementing these strategies, you will begin driving engagement and building lasting relationships. Tailoring email campaigns, website experiences, and social media engagement are the keys to creating a successful personalized marketing strategy. Personalization is not just a trend; it’s a powerful tool that will transform your marketing efforts and drive business growth. 

Our team at VIA Marketing specializes in creating multiple touches and experiences designed to keep your company in the minds of your customers and prospects. Our motto is “Never do just one thing.” Reach out to us today to see which strategies we can implement for your business.

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Boost Your Brand Visibility with Engaging Promotional Products

Once upon a time, in a busy trade show, there was a little branded pen named Penny. She sat on the display table, surrounded by countless brochures and business cards. At first, Penny felt small and insignificant among the towering booths of big companies with elaborate displays.

But soon, curious attendees started picking her up, jotting down notes. With each person she met, Penny proudly represented her company, showcasing its logo subtly, yet impactfully.

What are the benefits of purchasing promotional items?

Promo items are an excellent way for businesses to stand out and present themselves in a unique and fun way while increasing your overall brand awareness. Nearly 85% of consumers are more likely to purchase from a company after receiving a promo item, a prime example of a foot-in-the-door persuasive method. This is when a small request is initially made to get a person to later agree to a more extensive request.

Accepting the promotional item will encourage your target audience to make a purchase. By selecting an item that your customers will use regularly, you increase the likelihood that they will think of your company each time they use it.

How do I pick out the best promo items for my business?

To find something your audience finds helpful, ask yourself a few questions. 

  1. What are you promoting?

This question may seem pointless, but it helps to know the goal. Are you just promoting your business as a whole, or do you have something more specific in mind, like a product, service, or event?

2. Why do you need to promote it?

Is there a specific reason behind your planned promotion? Your business could always use more exposure, but is there a particular message you want to relay? The answer will help guide you in finding the best product that meets your needs.

     3. Who are you trying to reach?

Understanding your ideal customer is essential. You should choose your item with their lifestyle in mind and develop a message that resonates with them.

     4. Where do you want your brand message to be seen?

Consider where your audience will use these items. Is this a seasonal effort? Give a baseball cap or a heavy stadium blanket. If you want your item kept in an office, you’ll want to find something we always use, like Post-it Notes, pens, or chargers.

Promotional items should be designed with your audience in mind, thoughtfully planned, strategically placed, and with motivation. Our very own promotional consultant, Sasha Hecker, can help you achieve this.

Sasha is resourceful, organized, experienced, and a pleasure to have as part of our team! She will help you find the correct promotional items for your business and will also help you order them with plenty of time for your event.

We decided to gain more insight by asking Sasha a few questions.

What is the average time from order to delivery?

VIA Marketing is  an ASI (Advertising Specialty Institute) member, and our partner vendors are based locally and worldwide. 

When picking the best item for your company, timing is one of the top things to consider. If you need it sooner than later, we will ensure your item is expedited, produced and shipped locally to save you time. Please allow plenty of time before your event to ensure you have the best options available.

Can I get a sample product before ordering?

Most likely, but it depends on the vendor and the amount of time before your event. If the vendor doesn’t provide samples or you don’t have enough time, you can see a virtual sample on the website before ordering.

What company do I get Promotional items from?

To procure the best of the best products for you, VIA has a network of partner suppliers who offer a wide array of promo items, so you are sure to find any customized item you may need. From full-color mugs to Stanleys, or submarine pens and color-changing pencils, there are times available specific to your brand and the customers you want to attract. You can find these under the promo items tab on our website.

What factors account for the pricing of these items?

Every product has different price options depending on the manufacturer. Be careful because shipping costs a pretty penny, and the two dollars you save on getting an item from overseas might be more expensive than you think. 

Look through your options to get the best price. It’s also important to note that the more you order of each item at a time the cheaper the price per unit will become. 

What if I want to order some promotional items?

Knowing what items to choose from and at the best price can take time and effort. That’s why our promotional consultant, Sasha, here at VIA, can ensure your promo is ready!

Contact Sasha
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Unlocking Gen Z’s Market Potential

Understanding Generation Z

Generation Z, or Gen Z or Zennials, follows Millennials and precedes Generation Alpha; this cohort includes people born between 1997 and 2012. Like all age groups before, experiences profoundly influence Gen Z. Generation Z has encountered events such as pandemic lockdowns, economic instability, and internet presence.

Notably, they are the first generation to have the internet integrated into their daily lives from a young age, known as internet natives. However, growing up with the internet can be a double-edged sword. While it allows for constant connection and communication, it can also create a false image of people’s lives, leaving viewers unsatisfied or even depressed about their own lives.

Generation Z relies on the internet for entertainment, work, shopping, dating, making friends, and finding information and is rapidly emerging as a dominant force in the market. Here are three ways your business can best market to this age group: by knowing who they are, what they value, and how to gain their attention.

Know what Generation Z values. What does Gen Z like?


According to a McKinsey study, 73% of Generation Z reported trying to purchase from companies they consider ethical. Nine of ten Zennials believe companies are responsible for addressing environmental and social issues.

Zennials value:

  • Authenticity
  • Ethical values
  • Experiences
  • Health and wellness
  • Self-development
  • Sense of connection to a brand
  • Transparency/trust
  • Independence

Businesses achieve value by interacting with consumers, sharing behind-the-scenes content, and hosting engaging polls and competitions on social media. Gen Z wants to feel involved in the brand, almost like a personal connection.

Knowing Generation Z by comparing them with Millennials

Numerous similarities exist between the age groups, primarily attributed to the significant rise of social media and the internet during their lifetimes. However, there are also distinct differences.

What Are the Core Characteristics of Generation Z? - The Annie E. Casey Foundation

Studies indicate that capturing the attention of Millennials is significantly more challenging than it was with previous generations. Millennials perceive life as an ongoing learning journey, so creating content that is informative and relevant to their interests may sustain their attention over extended periods. Additionally, this generation embraces multitasking as it enhances efficiency.

n contrast, Gen Z prefers consuming content in shorter bursts. With constant exposure to various media, brands must stand out quickly for any chance of capturing their attention. While not necessarily prioritizing formal learning, this age group is interested in self-improvement, although only sometimes aligned with traditional educational pursuits like the Millennials.

How to get Generation Z’s attention. How can your business gain it?

Before we can understand how to capture the attention of this cohort, we need to dive deeper into the different kinds of attention.

Most of us have likely experienced driving to work while listening to music. In this scenario, our focus alternates between the music and driving, demonstrating a low level of selective attention to both tasks.

Caucasian guy using mobile phone while watching TV at home Stock Photo | Adobe Stock

Another common example is scrolling through social media while a game or TV show plays in the background. Occasionally, we tune into a specific play or scene, displaying selective attention to one thing while primarily focusing on another.

Therefore, it’s not necessarily that our attention spans are getting shorter, but rather that our attention is being pulled in more directions than in previous generations. This can make it quite challenging for businesses to compete for consumers’ focus.

As a business aiming to reach consumers with a message or product, you must encourage consumers to shift their attention from what they are intentionally focusing on to unintentionally paying attention to you.

So, what are some ways you can shift their attention?

  • Relatability
  • Video Content
  • Storytelling
  • Staying current with trends
  • Developing a brand personality
  • Incorporating influencers

Take your marketing to the next Generation with our help.

With Generation Z’s up-and-coming buying power, they will soon wield more influence than any other age group, making it essential for businesses to adapt their marketing strategies accordingly. The three ways your business can best market to Gen Z areto know who they are, what they value, and how to grab their attention.

Call us if you need assistance learning the best marketing strategies for your business!