Print marketing is still among the top contenders for corporate dollars in the realm of brand management investments and advertising, despite the fact that digital environments have become so much more popular in the past decade or so. Consumers have proven to still prefer receiving certain types of marketing communications through direct mail and other types of physically printed items, while businesses that continue to deploy these strategies will likely be able to carve out a niche piece of the market in doing so.
This is not the most often spoken about topic, but it should be clear that many businesses in a range of industries have the opportunity to be among the only ones actually sending out print advertisements to customers, which can quickly lead to a competitive advantage given the differentiation of the brand from competitors. This will not be the best idea for all companies, but researching and pressure testing the strategies in place today can quickly provide insights into what else should be done to boost visibility and drive the retention of key clientele in the coming years.
Now, those firms that do decide to launch or continue a print marketing strategy should not get lulled into believing that they can simply use the same tactics that have been around for decades and expect the highest returns on investment possible. Rather, they must understand that, while print is somewhat of a traditional venture, it still demands a modern approach to be made relevant in the modern era of consumer marketing, and this begins with taking a unique perspective on the development of the programs.
Here are three tips to help you succeed with your print marketing strategy:
1. Go far outside the (mail)box
Studies have indicated that direct mailings are still some of the most effective methods in the marketing realm today with respect to conversions and returns on investments. As such, do not think that you need to only focus your efforts on taking out ads in papers or the like, but instead try to build the other components off of a firm foundation in direct mail marketing campaigns that defy conventions and stand out from the norm.
The last thing you would want would be resembling those annoying mailings that could be considered as the original spam – research your clientele, see what types of information, deals or otherwise they would respond well to, and get to sending.
2. Customize to the sender
One of the main themes in digital marketing today is the rising demand and preference for customized advertising content and communications, and this should be echoed in the print arena as well. Customizing your direct mailings or other print advertising to either one specific recipient or a group that shares certain values and preferences can be a great way to build an emotional attachment between customers and the brand itself.
If you do decide to do this, do not simply put their name in the card in a font that looks like it was handwritten – consumers are savvy and do not tend to appreciate trickery in these regards. Be earnest, genuine, and actually customize the communications to the customers to make them feel special.
3. Integrate with all other advertising
Now, another common error many companies will make is managing print advertising strategies completely separately from those that are on the digital landscape, which can quickly lead to poor brand recognition and inconsistent returns on investments. Although it might seem to make sense to keep these ventures separated, do not fall into that line of thinking and remember that the more integration and comprehension between channels, the stronger each will perform in the long run.
Consider tying in and connecting the various marketing pursuits you have taken on and creating a more holistic, engaging experience for consumers who are receiving the communications through a wealth of channels. Perhaps having a running joke in which those who see all of the various postings get an additional laugh, or having deals for coupons placed in various environments, can help drive customer experience across the various mediums chosen in the marketing department.