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How Vistaprint is using its partnership with the Celtics to court small businesses in New England

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How Vistaprint is using its partnership with the Celtics to court small businesses in New England

Vistaprint designs and supplies business cards, labels, banners and other kinds of branding and advertising materials for millions of small businesses around the world. It’s no wonder, then, that the company touts small businesses in its advertising, as doing so likely helps them acquire new customers.

With some of its marketing efforts, the company takes a localized approach to the small businesses highlighted in its advertising. As part of its multiyear partnership with the Boston Celtics jersey patch sponsorship, Vistaprint has featured local New England businesses in its advertising during the NBA Finals as the team strives to win its record breaking 18th championship.

Since becoming a sponsor for the Celtics two years ago, Vistaprint has seen an 18% lift in awareness in the Northeast region, according to Ricky Engelberg, Vistaprint’s chief marketing officer. And the company has hundreds more customers coming through every week because of the partnership, Engelberg added.

The partnership is a way for Vistaprint to “introduce ourselves to the next generation of small business owners,” Engelberg said, adding that “we’ve certainly seen from an awareness standpoint an increase in the Northeast area.”

The strategy “helps put [small businesses] in that spotlight, but also helps give them motivation and in some cases understand that someone’s there and sees them and appreciates what they’re doing every single day,” said Engelberg. And through the multiyear partnership with the Celtics, Vistaprint’s own brand awareness has increased.

Aside from highlighting small businesses in TV ads that run during the NBA Finals, which are currently airing on ABC and ESPN and have an average viewership of 12 million, Vistaprint has also rolled out digital out-of-home ads on Uber and is “doing [Celtics] merch drops at different small business locations,” Engelberg said. At the same time, the company has beefed up its organic content on Twitter. “Twitter is where the conversation for basketball takes place,” said Engelberg. 

It’s unclear how much Vistaprint has spent on the partnership or how the company divides its ad budget, as Engelberg declined to share specifics. Engelberg did share that there was a higher percentage of Vistaprint’s advertising budget spent on social media than on print media. Throughout 2021, Vistaprint spent $6.4 million on advertising, down significantly from $20.4 million in 2020, according to Kantar data. That said, those figures exclude spending on social media, as Kantar doesn’t track ad spending on social media platforms.

“The latest campaign from Vista and the Celtics is another great example of how mainstream brands can come together to support small business and help local communities thrive,” said Adam Palmer, director of brand at GoDaddy, another company that serves as a vendor for small businesses and highlights them in advertising. “It’s important that we continue to shine a light on the individuals who are making their own way as entrepreneurs and are the bedrock of our local neighborhoods.”

Within the last two seasons, Vistaprint partnered with over 250 small businesses, including Rock City Pizza, Cupcake Therapy, White Lion Brewing Company and others in the New England area.

Small businesses make up the largest share of the U.S. economy, accounting for 44 percent of businesses overall. Therefore, it makes sense that Vistaprint should target those small businesses. One issue, however, is that they are often not adequately serviced, according to Maria Pergolino, chief marketing officer at customer experience automation platform ActiveCampaign, who noted that some small business-focused campaigns don’t do enough to make a real impact for small businesses.

“Sometimes we see campaigns that come forward and it’s the small businesses kind of get the end of it or there’s maybe a piece of it that might impact them,” Pergolino said, adding that it’s key to keep the impact for small businesses top of mind. 

In New England, Vistaprint has worked to do more than simply feature small businesses. In 2021, the company joined forces with the NAACP and the Celtics to launch a power forward grant program, to give grants of up to $25,000 to Black-owned businesses throughout the region and create design partnerships with them.

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USB logos finally make sense, thanks to a redesign

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USB logos finally make sense, thanks to a redesign


Author: Mark Hachman
, Senior Editor

As PCWorld’s senior editor, Mark focuses on Microsoft news and chip technology, among other beats. He has formerly written for PCMag, BYTE, Slashdot, eWEEK, and ReadWrite.

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Cheaper OLED monitors might be coming soon

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Cheaper OLED monitors might be coming soon


Author: Michael Crider
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Michael is a former graphic designer who’s been building and tweaking desktop computers for longer than he cares to admit. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

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New Pixel Watch leak reveals watch faces, strap styles and more

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New Pixel Watch leak reveals watch faces, strap styles and more
Google Pixel watch



The Google Pixel Watch is incoming
(Image credit: Google)

We’re expecting the Google Pixel Watch to make its full debut on Thursday, October 6 – alongside the Pixel 7 and the Pixel 7 Pro – but in the meantime a major leak has revealed much more about the upcoming smartwatch.

Seasoned tipster @OnLeaks (opens in new tab) has posted the haul, which shows off some of the color options and band styles that we can look forward to next week. We also get a few shots of the watch interface and a picture of it being synced with a smartphone.

Watch faces are included in the leak too, covering a variety of different approaches to displaying the time – both in analog and digital formats. Another image shows the watch being used to take an ECG reading to assess heartbeat rate.

Just got my hands on a bunch of #Google #PixelWatch promo material showing all color options and Watch Bands for the first time. Some details revealed as well…@Slashleaks 👉🏻 https://t.co/HzbWeGGSKP pic.twitter.com/N0uiKaKXo0October 1, 2022

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Full colors

If the leak is accurate, then we’ve got four silicone straps on the way: black, gray, white, and what seems to be a very pale green. Leather straps look to cover black, orange, green and white, while there’s also a fabric option in red, black and green.

We already know that the Pixel Watch is going to work in tandem with the Fitbit app for logging all your vital statistics, and included in the leaked pictures is an image of the Pixel Watch alongside the Fitbit app running on an Android phone.

There’s plenty of material to look through here if you can’t wait until the big day – and we will of course be bringing you all the news and announcements as the Google event unfolds. It gets underway at 7am PT / 10am ET / 3pm BST / 12am AEDT (October 7).


Analysis: a big moment for Google

It’s been a fair while since Google launched itself into a new hardware category, and you could argue that there’s more riding on the Pixel Watch than there is on the Pixel 7 and Pixel 7 Pro – as Google has been making phones for years at this point.

While Wear OS has been around for a considerable amount of time, Google has been leaving it to third-party manufacturers and partners to make the actual hardware. Samsung recently made the switch back to Wear OS for the Galaxy Watch 5 and the Galaxy Watch 5 Pro, for example.

Deciding to go through with its own smartwatch is therefore a big step, and it’s clear that Google is envious of the success of the Apple Watch. It’s the obvious choice for a wearable for anyone who owns an iPhone, and Google will be hoping that Pixel phones and Pixel Watches will have a similar sort of relationship.

What’s intriguing is how Fitbit fits in – the company is now run by Google, but so far we haven’t seen many signs of the Fitbit and the Pixel lines merging, even if the Pixel Watch is going to come with support for the Fitbit app.

Dave is a freelance tech journalist who has been writing about gadgets, apps and the web for more than two decades. Based out of Stockport, England, on TechRadar you’ll find him covering news, features and reviews, particularly for phones, tablets and wearables. Working to ensure our breaking news coverage is the best in the business over weekends, David also has bylines at Gizmodo, T3, PopSci and a few other places besides, as well as being many years editing the likes of PC Explorer and The Hardware Handbook.

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