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  • Welcome back! Have a seat and reorder in a breeze.

  • Have your file sent to us online before you've even had the chance to finish your coffee.

  • Ordering has never been easier. Plus, you're going to love the finished product.

  • Don't lose sleep over your project. Get an accurate quote and rest easy.

March 17, 2014

Marketing Lessons From One of Ireland’s Most Iconic Brands

When people think about Ireland, the Guinness Storehouse is often the first thing that comes to mind. But that hasn’t always been the case. In fact, the Guinness Storehouse didn’t even exist 15 years ago. So how did Guinness develop the number one tourist attraction in Ireland and reinvigorate its brand? By carefully examining its marketing and crafting a well thought-out branded space.

Grainne Wafer, one of the senior global marketers on the Guinness brand, explained, "The Storehouse is a fantastic way for people to experience and engage with the Guinness brand. But what we are really trying to do...is make it as rewarding, enjoyable, engaging and as participative as possible. That’s true with everything we try to do on the Guinness brand in terms of marketing.”

So whether you’re a large organization with an interesting history or a small startup, these lessons from Guinness can apply to your marketing:

Focus on interaction.
The Guinness Storehouse is carefully designed to encourage interaction with the brand, but also between visitors. There are digital games, bars and even a class on pouring the perfect pint to get people talking. Wafer said, “It’s a place for interaction among tourists who are traveling around Ireland, for the people who live there and for the new Guinness employees who are undergoing training.” In addition, visitors can use the giant interactive wall (one of the largest in the world) to leave messages that connect to their social media.

Tell a story.
Visitors’ exploration of the Guinness Storehouse begins with a guide telling them the origins of the brand. Preserved in the floor of the entryway is the 9,000 year lease that Arthur Guinness signed in 1759. As visitors continue on their self-guided tours, they learn about and interact with more historical facts, the actual brewing process and the evolution of Guinness’s marketing. At every point, the Guinness Storehouse invites visitors to be a part of the brand’s fascinating story.

Know your audience.
Before the Guinness Storehouse was built, the company recognized that it needed to start thinking about how to bring in the next generation of Guinness drinkers. They understood that people typically start engaging with the brand in their mid-twenties, so the design of the Guinness Storehouse is meant to attract “guys and girls who are at their first job stage, who are progressing a bit more.” The advanced technology and the juxtaposition of the building’s old exterior and strikingly modern interior serve to accomplish this goal.

Ready to get bold? Explore the possibilities with us.

In today’s fast-paced world, perception is reality. On average, you only have a mere 7 seconds to capture someone’s attention through any marketing tactic. According to the Harvard Business Review, your long-term success depends on winning the attention of others. What sets most successful businesses apart is an ability to capture others’ attention visually and through the written word. These businesses understand that if no one is paying attention to them in a meaningful way, no one will invest in their products or services. Steve Rubel, chief content strategist at Edelman (one of the world’s leading global communications firms), says it best. “Attention is the most important currency that anybody can give you,” he says. “It’s worth more than money, possessions or things.”

So, we ask, what perception are you giving your clients or customers? Are you taking your marketing seriously? Have you paid real attention to your message and look? Does your marketing make an impact?

Lucky for you, Minute Print is here to help. Through our “Be Bold” campaign, our talented staff is committed to bringing your company’s brand to life through exceptional customer service, impeccable design, and the highest quality printing services.

Wondering what this means exactly? It means we’re here to get the job done no matter what it takes. We’re asking you to trust our bold approach to your marketing. Whether it be a flyer or brochure, or a simple business card, we believe every element of your company’s identity is critical in the eyes of your audience. Our experienced design and print team will work directly with you to make sure every aspect of a project is handled with a strategy that aligns with your business goals.

The amazing part is that our talents and abilities are matched with unparalleled efficiency. We have the manpower and ability to be detail-oriented while still delivering a flawless product. Armed with a vision for our customers, along with the most advanced technology in the printing industry, our team thrives on a pure boldness for innovation that prevails in everything we do.  

Are you ready to get bold with your marketing? Explore the possibilities with Minute Print and let our team bring your brand to a whole new level.   

 

March 17, 2014

Marketing Lessons From One of Ireland’s Most Iconic Brands

When people think about Ireland, the Guinness Storehouse is often the first thing that comes to mind. But that hasn’t always been the case. In fact, the Guinness Storehouse didn’t even exist 15 years ago. So how did Guinness develop the number one tourist attraction in Ireland and reinvigorate its brand? By carefully examining its marketing and crafting a well thought-out branded space.

Grainne Wafer, one of the senior global marketers on the Guinness brand, explained, "The Storehouse is a fantastic way for people to experience and engage with the Guinness brand. But what we are really trying to do...is make it as rewarding, enjoyable, engaging and as participative as possible. That’s true with everything we try to do on the Guinness brand in terms of marketing.”

So whether you’re a large organization with an interesting history or a small startup, these lessons from Guinness can apply to your marketing:

Focus on interaction.
The Guinness Storehouse is carefully designed to encourage interaction with the brand, but also between visitors. There are digital games, bars and even a class on pouring the perfect pint to get people talking. Wafer said, “It’s a place for interaction among tourists who are traveling around Ireland, for the people who live there and for the new Guinness employees who are undergoing training.” In addition, visitors can use the giant interactive wall (one of the largest in the world) to leave messages that connect to their social media.

Tell a story.
Visitors’ exploration of the Guinness Storehouse begins with a guide telling them the origins of the brand. Preserved in the floor of the entryway is the 9,000 year lease that Arthur Guinness signed in 1759. As visitors continue on their self-guided tours, they learn about and interact with more historical facts, the actual brewing process and the evolution of Guinness’s marketing. At every point, the Guinness Storehouse invites visitors to be a part of the brand’s fascinating story.

Know your audience.
Before the Guinness Storehouse was built, the company recognized that it needed to start thinking about how to bring in the next generation of Guinness drinkers. They understood that people typically start engaging with the brand in their mid-twenties, so the design of the Guinness Storehouse is meant to attract “guys and girls who are at their first job stage, who are progressing a bit more.” The advanced technology and the juxtaposition of the building’s old exterior and strikingly modern interior serve to accomplish this goal.

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