Wow! An individual mailer with photo of a Porsche parked in front of your house. Pretty impressive. That’s what Porsche recently sent out to targeted prospects along with a website address where they could book a test drive. According to their agency, nearly a third of recipients responded by booking that test drive.
You can get great results by using the same approach. The example above applied to the luxury car market, but the process can be applied to your product as well. Your printer can create a great promotion with a digital camera, a digital press and a mailing service. It is a straightforward concept to implement.
Here’s how to do it:
- First, create a close printer/client rapport. Choose a client (or a printer, if you are the client) who is open to creative solutions and set up a time to brainstorm new ideas for a print promotion. Make sure the client stays involved in the planning and implementation.
- Second, make it personal. By getting into the end-user’s head, you can look at your product from the view of what the customer wants instead of what you want to sell. Porsche’s customers wanted to see a luxury car parked in front of their house. What do your customers want to see?
- Third, be open to using print differently. Most companies have already tried the standard printed letters, catalogs, postcards, brochures, fliers, or direct mail promotions and are looking for something new and different. A good print company will come up with unique ideas for their clients. Your printer can make it visual, make it personal and make it fun.
- And Last, document the results. Porsche had a 32% response rate. Whether you use conversions such as Porsche’s test drive bookings that were directly attributed to the mailing, PivotTables to summarize your data, or another method, documentation helps you define your success. And when you’ve defined your success, you can tweak it and repeat it.
Imaginative brainstorming can make the difference between a successful marketing campaign and a ho-hum mailing. And making it personal will increase your response rate.