Times are changing and print marketing is stepping up to the plate. As part of a multi-faceted marketing campaign, print can bring the dollars to your door.
How many times have you checked your e-mail inbox only to find it jammed with advertising from companies you have no desire to work with? It’s why we have SPAM filters. And “Click all and delete.” Instead, send a direct mail piece and you will stand out.
Here are 4 ways to make print marketing work for you:
- Make sure your printed piece is unique. A well-designed, quality mailer will attract attention and inspire a response. Try a new approach. Look at your product from the view of what the customer wants instead of what you want to sell. Include a QR code if you don’t already. Use a postcard instead of a brochure. Add a money-off or free service coupon with your website information and savings code. Make it easy and fun for a customer to contact you.
- Ask your printer about Print on Demand (POD). Offset and digital technologies now allow you to print on demand so that you can place orders in line with your actual needs. You can keep your materials current without having to use up old inventory first – which also saves on inventory storage. Print media that can benefit from a POD approach could include documents with a low annual usage, materials that change frequently, items that are nearing back-order status or new pieces without a usage history.
- Update your database. Mail that doesn’t reach the recipient wastes your time and money. Twice a year, use the Postal Service CASS certification and check with NCOA (National Change of Address) to verify that your addresses are deliverable. There are software programs and companies that can make this job easier. Check it out with your printer.
- Divide your database into target markets. By splitting your audience into groups, you can address each one individually. A company might customize their message by geographic location, gender, household income or whether they are current or past customers. Targeting your message to different demographic groups will increase your response rates and decrease your print runs.
While electronic marketing can be a low-cost option, print can still provide tracking and measurability, and it should be an essential element of your marketing promotion.
Reintroduce print to your marketing campaign. You’ll be glad you did.