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Unless you have been living under a rock, you have seen the marketing campaign for Barbie creep into your everyday life. Warner Bros., the studio behind the movie, went into overdrive promoting the movie by inserting iconic elements of the longtime favorite brand into every aspect of society. The result: a record-breaking box office hit. So, what can marketers take away from the massively successful promotional campaign for Barbie ? Even though Warner Bros. had a relatively large budget, reported to be in the ballpark of $150 million, there are several aspects of the campaign that should inspire others with much lower budgets. Event Participation Barbie was first teased at CinemaCon with an image of the character, heavy on the pink and sitting in her iconic convertible. But this was just the beginning. The movie was promoted at various movie and television events, but also at events that were attended by target demographics. Barbie actors, dancers, reps, and branding were seen at PRIDE parades around the country in 2023, generating buzz among the LGBTQ+ community in anticipation of the movie’s release. The marketing team identified places where the brand fit and their target demographics would be present, and placed their brand front and center. By using the bright pink and recognizable Barbie logo, it was hard to miss and made for “Instagrammable” content. By identifying opportunities that are not clear and obvious industry standard events, you can expand your reach and make an impact in places where people are not necessarily expecting to be marketed to by your brand. Spokespeople Ryan Gosling and Margot Robbie are two of the most popular and likable actors in Hollywood. So, the Barbie marketing team were working with great spokespeople to promote the movie, and they used that to their advantage. The two actors, who are both subjectively attractive and clearly had good chemistry, were strategically put on talk shows, at events, doing interviews, and promoting the movie across just about every medium imaginable. When you have a good spokesperson(s) that people gravitate to and relate to, and they represent the brand well, it can be a huge advantage when promoting. There is always the risk that a spokesperson may do or say something that represents the brand poorly. But with good vetting and direction, spokespeople can greatly enhance your messaging. Cross-Product Promotion Mattel, the company behind Barbie, cashed in on the opportunity to cross-promote their other brands and reach a broader audience through the hype surrounding the Barbie movie. Mattel introduced Barbie-themed novelty versions of Hot Wheels, Little People, and even UNO cards during promotions of the movie. This strategy generated additional revenue for other assets that are owned by the company, and may have generated interest in Barbie from fans of those other brands. By utilizing other assets to promote one another, you reach a broader and more diverse audience that may have otherwise gone untouched. You will want to ensure you do not overdo the cross-promotion and do not antagonize fans of your other products by promoting something they are unlikely to be interested in. Media Coverage As with any movie, Warner Bros. made a push for media coverage through interviews of their stars and listings of opening weekend. Promotions at events also generated news coverage of the brand’s participation. The media strategy also targeted outlets that may have been less obvious – like the Architecture Digest tour of Barbie’s Dream House hosted by Margot Robbie. This was another instance of the marketing team identifying an opportunity to get more out of a single promotional item and reach an audience where they don’t expect to be engaged by the brand. Media coverage is “free” advertising for your brand. If what you are doing or selling is newsworthy, identify media outlets that are relevant and that your target audience engages with to pitch stories they may be interested in. Also, get the most out of your assets. You don’t need to create something new for every promotional element. If an asset works to promote your brand in different ways, use it to its maximum potential. Out of Home Advertising Billboards, buses, bus stop shelters, benches, posters, 3D screens… This is where a large portion of the marketing budget was spent, but with good reason. The OOH advertising for Barbie made everything pink. And in a world where most of the man-made things we see outside are grey or beige, it popped! One of the most memorable pieces of OOH advertising that came out of the campaign were the billboards with just a flat pink color and the movie’s release date placed in the bottom corner. Advertisements placed out in the world commonly follow a similar template – a person or product placed in a setting or backdrop with text overlay. It’s easy to forget or recollect information on advertisements that look just like every other advertisement. However, the Barbie marketing team took a chance by providing minimal information, but making sure to draw lots of eyes. It worked. Out-of-home advertising may seem like a budget-breaker. But when done well, it can be a huge revenue driver. If making this investment, it’s important to make sure the advertisement(s) are strategically placed, well-designed, creative, and memorable. Something as simple a solid color with a memorable text can be enough (but don’t think this will work every time for everything). Brand Partnerships One thing that generated exceptionally more reach for Barbie marketing was the brand partnerships. Barbie-themed products and experiences popped up everywhere – Barbie’s Dreamhouse by Airbnb, bracelets from Alex and Ani, watches from Fossil, clothing by Primark, Forever 21, and Gap, shoes by Crocs, roller skates by Impala Skate, burgers by Burger King, desserts by Pinkberry and Coldstone, furniture by Joybird, rugs by Ruggable, beauty products by NYX Cosmetics, and the list goes on. In an interview with Variety , Warner Bros’ President of Global Marketing explained that many of the cross-promotional partnerships were the result of brands reaching out to them to do collaborations. Warner Bros. and the marketing team created something that people wanted to be a part of and were willing to, essentially, give them free advertising. And the brands benefitted from the partnership as well. Creating a Barbie-themed product generated coverage by media outlets, reach on social media, and sales of novelty products. By creating or offering something that is desirable to customers, you also generate something that is desirable to other brands with the same or similar customers. You can leverage your brand, product, connections, social media following, building space, or anything else that may be valuable to other brands to create partnerships that will help you get in front of their customers as well. Interactivity Many marketers struggle with sending messages out into the world, but not getting a response back. That’s because many marketing materials are created to have a one-way “conversation” and don’t give the recipients an opportunity to respond or interact. The Barbie marketing campaign implemented elements that were interactive and allowed people to be a part of experience, and in turn provide marketing on behalf of the movie. Through creative interactive experiences, like a website that allowed fans to create a custom poster or an AI selfie generator , fans were able to interact and create something personal that made them feel invested in the movie... and share on social media. By including something in your marketing strategy connects with people and makes them feel like they are a part of your brand, it increases the likelihood of them engaging, organically promoting your brand, and becoming brand enthusiasts, which will result in sales. Inevitably, we will likely see several brands try to replicate the Barbie marketing campaign with a copy-and-paste strategy. But as the saying goes, “often imitated, never duplicated.” For a wildly successful, viral campaign like this, creating an imitation will not be received as well by the public because they have already seen it. The best practice is to take inspiration from this campaign and create something new. If you are looking for help on a marketing campaign or your marketing strategies, contact the team at Omega to discuss a plan that will work best for you.

If you want to learn how to ease your workload and optimize your marketing efforts, this article is for you. Artificial Intelligence (AI) has been a hot topic lately. In the simplest terms, AI is when a computer or robot is programmed to do problem-solving tasks or produce end products as a human would… but more efficiently. However, AI is not developed enough to completely replace people. It still requires human prompts and maintenance to function properly. Implementing AI tools into your strategy can enable you to tackle multiple aspects of marketing and improve your results. Check out these five AI marketing that can help improve your marketing efforts: 1. Jasper Jasper is currently one of the most popular and successful AI marketing tools. Jasper offers AI writing services, which include generating written content such as blogs, social media posts, landing pages, etc. It is known for its ability to create persuasive and engaging copy that is tailored to a specific niche or business. Pricing: Starting at $39/mo. 2. Semrush Semrush is a keyword and SEO research tool. Using Semrush helps grow organic traffic with SEO tools, market research, and workflow optimization. This tool has 55+ available functions and reports to help drive traffic and increase brand awareness. Semrush is perfect for all behind-the-scenes SEO and marketing needs. Pricing: Starting at $129.95/mo. 3. Grammarly Grammarly is an automated writing tool that was launched in 2009. Although it is not a new platform, new technology is constantly added. Grammarly can be downloaded as an extension to help eliminate grammatical errors and other issues. The platform also just released an AI writing assistance tool called Grammarly GO. It has 99 prompts available to improve writing, identify any gaps, rewrite sentences, and much more. Pricing: Free, Premium (Starting at $12/mo), Business (Starting at $15/mo.) 4. Ocoya Ocoya is an AI-powered social media posting and scheduling tool all in one. They say, “It's like having ChatGPT, Canva and Hootsuite at your fingertips.” Ocoya offers features such as a visual post creator, AI writing assistant, content scheduling tools, and a vast library of templates for post images. Premium Ocoya plans are great for agencies with multiple team members and accounts to manage. Pricing: Starting at $15/mo. 5. Surfer SEO By utilizing Surfer SEO, you can boost website traffic, increase online visibility, and improve your ranking on search engines. Surfer is perfect for website managers and content editors wanting to improve their business’s visibility. Surfer is known for its AI content editor and keyword search capabilities. Add-ons include Surfer AI, Grow Flow, and Audit. Pricing: Starting at $69/mo. AI can process vast amounts of data at incredible speeds. So, by using AI-powered analytics, businesses can gain valuable insights into customer behavior, market trends, and campaign performance at much faster speeds. This helps in making data-driven decisions and optimizing marketing strategies. AI can also automate various marketing tasks, saving time and resources for businesses. Tasks like email marketing, social media posting, ad optimization, and content creation can be automated, allowing marketers to focus on more strategic aspects of their campaigns. Overall, AI marketing tools empower businesses to make smarter marketing decisions, deliver more personalized experiences, and achieve better results. Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.

Finishing techniques are added to the print post-press to make it more attractive and eye-catching. These techniques can include unique elements such as embossing, debossing, foil stamping, die-cutting, UV coating, varnishing, lamination, and thermography. These finishing techniques can help to highlight a text headline or graphic element in the print. Embossing and Debossing Embossing is a raised or etched design on paper or another substrate. Embossing makes designs or text look almost three-dimensional. There are three types of embossing: registered embossing, blind embossing, and combination embossing. · Registered embossing uses ink or foil to create a raised and textured design. · Blind embossing does not use ink or color; it leaves an impression on the substrate. · Combination embossing is when embossing and foil stamping are done simultaneously. Embossing is often used for print media such as official documentation, certificates, diplomas, special invites, cards, folders, etc. Debossing is the opposite of embossing. Debossing is typically used for text or logos. It is used to depress or indent the selected element on a page, having the same effect as embossing, to highlight the element. Foil Stamping Foil stamping makes a print project look more luxurious and sophisticated. There are two types of foil stamping: hot and cold. · Hot foil stamping combines heat, pressure, and metallic paper to create a shining impression that enhances print. · A more modernized approach to foil stamping is cold foil stamping. Instead of relying on temperature, cold foil stamping uses UV light. Foil stamping can be used on brochures, invitations, labels, and other promotional materials. The foiling adds a shine or reflection to the treated element, to make the printed piece more unique or sophisticated. Die Cutting Die cutting is used to create custom shapes and designs on paper or other substrates. A die is a shaped steel tool used to cut through materials to make the desired design. Geometric, organic, edge, and pockets are just a few examples of die cut types. Die cutting is commonly used for stickers and magnets, but can also be used for flyers, business cards, or any print media that you want to be recognizable by a specific shape or design. UV Coating UV coating is a clear coat that can be used for numerous reasons: to bring a clear or pearlescent glossy sheen to a print, to enhance the colors of the ink, and to protect against wear and tear on the substrate. UV coating works by applying a liquid coat to the substrate and is then cured by using a UV light. UV coating is often used to make photos or logos stand out, and to protect them against damage. UV coating is not waterproof, but it is water-resistant. UV coating is usually a less expensive alternative to lamination, with similar results. Varnishing (gloss, matte, silk) Varnishes can be applied to a specific area (spot varnish) or to an entire piece (flood varnish). Varnishes can be used as a protectant to create a gloss, matte, or silk look. Using a varnish finish can give a print a perceived higher quality or value. Varnishing is a cheaper alternative to UV coating but offers less protection. Varnishing is a good finish option for brochures and magazines. Lamination Lamination is the most common finishing technique. Lamination can make a print project look professional and high-quality while protecting it against damage. Lamination is very similar to UV coating. Lamination works by adding a plastic film that acts as a protective layer, improves sturdiness, and makes the print water-resistant. Laminate can either be glossy or matte and is ideal for prints such as booklets, presentations, posters, or signage. Thermography Thermography combines offset printing ink with powdered resin to give the ink a raised and textured effect. The raised and textured effect is very eye-catching. Various thermographic powders give different finishes to print. The three most popular are metallic, glitter, and fluorescent. Thermographic printing is more cost-effective, compared to embossing or engraving, and is often used for business cards, stationary, and invitations. All these finishing techniques can be used to enhance the design of print projects and utilizing unique print techniques like these can help improve the perception of your brand. In need of unique print-finishing services? Contact Omega to get started on your print project today! Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.

Variable data printing (VDP) is a digital printing form in which variables such as text, graphics, and images may be changed from one printed piece to the next. By using information from a database or external file, this does not stop or slow the print process, allowing you to print mass quantities in a shorter time. Software is used to extract data and print personalized information on a digital press. Sometimes sending every person the same message may not be relevant. VDP is data-driven which makes the print unique and individualized. VDP is most often used for promotional purposes and direct marketing. Types of Variables Variable data includes geographic, demographic, behavioral, and psychographic data such as: ● Names ● Images ● Address or Location ● Age ● Gender ● Logos ● Numbers ● QR/Barcode ● URLs ● Special Offers ● Purchase History Best Formats for VDP Although variable data printing can be done in various mediums, the most popular, and often the most effective, places to use the tool are: ● Envelopes ● Postcards ● Brochures ● Flyers ● Mailers Types of VDP Marketing Campaigns VDP can be used to elevate marketing campaigns. It’s perfect for sending out personalized thank you notes, coupons, and other special offers. Utilizing VDP for remarketing campaigns helps re-engage customers that previously interacted with your business. Personalized images and graphics send a strong message that makes the brain recollect. Effectiveness of VDP Targeted advertising using VDP is much more effective than generic content when trying to engage with customers. VDP combined with targeted mailing lists engages customers by highlighting your relevance to their unique needs or interests. Personalized graphics or text triggers the brain to react. VDP helps show that the material is not just “junk mail” and is intended specifically for them. It improves customer engagement and response rate because it makes people feel important. VDP is often more expensive than generic direct mail because of the higher average response rate. People are more likely to open and engage in a mailer that has their name and personalized information on it. Planning a new marketing campaign? Contact Omega to get started on your variable data printing today! Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.

POP displays, also known as Point-Of-Purchase displays, are a marketing tactic used to promote specific products and special offers. The three main goals of POP displays are to educate, inform, and persuade. According to an Arbitron Retail study, in-store POP signage had a 59% increase in influence on purchases as opposed to no signage. POP signage drives customer purchases and increases profit by highlighting sales and promotions at the point where customers are making purchasing decisions. POP displays are low-cost and can be more affordable for retail outlets compared to permanent signage. Since they are temporary, the displays can be changed to refresh the sales floor or to keep up with trends. Using POP displays for new or limited-time items is important because it gives extra visibility to products that you may want to get off the shelves to make room for new inventory, or popular products, or products that yield higher profit. POP signage encourages impulse sales, which is why you often find POP displays near cash registers and store entrance/exit areas. Types of POP Displays ● Shelf Talkers: Signage that appears alongside an item on a shelf or counter. Sometimes, shelf talkers are attached to a shelf and hang out into an aisle. Shelf talkers are typically printed on cardboard or plastic. ● Shelf Displays: Displays that have a message or attention-grabbing graphic that promotes a product (often a colorful display). ● Floor Stands: This is the most popular stand-alone POP display, as it grabs attention and has been proven to increase product sales over other POP products. ● Window Signs: Used for announcing new sales or new item promotions on windows to draw customers into the store or to influence where entering customers go in the store. ● Endcap Displays: The endcap of an aisle reaches more traffic than the middle of an aisle and grabs the attention of people who may not have intended to go down a certain aisle. This is a great place to display products that are typically impulse buys, such as lower priced items. ● Banners: Great for promoting high-dollar items or products aligned with a theme (often a large scale). Effectiveness Some important factors that need to be considered to have the most effective POP signage and displays are: · Traffic: Customer flow is important to know where customers typically travel throughout the store and where POP signage will be most effective. POP signage can even help dictate the flow of traffic if done well. · Placement: Planograms and placement for POP displays should be planned based on traffic. Areas with high traffic are a great placement for POP signage. · Design: POP signage should be eye-catching to get customers’ attention. Use graphics, bold colors, and make it easy to set up and take down so it can be switched regularly. · Message: The message or call-to-action on the POP display should appeal to a niche or demographic that is specific to the product. More creative messaging on the POP signage can be more effective. Analysis and Improvement Tracking sales of products with POP signage versus no signage, as well as sales of the products promoted in each POP signage, can help you gauge how much it is impacts sales. It is essential to analyze sales history and trends to predict how to increase future sales and profit. If a POP display does not seem to be effective, move it to a different area that seems to get more traffic, or alter the display. It is vital to always use POP signage that appeals to the wants and needs of the customer. Leverage POP marketing in your business and contact Omega High-Impact Print Solutions for various printed display options . Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.