Category: Marketing, Print — Tags: advertising, direct mail, e-mail, print marketing, websites — dave @ 8:31 am
It’s much easier to show up unannounced in somebody’s mailbox than it is to show up unannounced on somebody’s computer screen.
Now, mind you, we’ve got all kinds of love for well-designed websites, and we can’t say we don’t enjoy a well-crafted email. But even though lots of people are using those internet-based marketing techniques to get their names out there, we can’t help but see the advantages that printed mailers have over web marketing strategies – especially when you’re trying to bring somebody in for the first time.
Introduce Yourself With Print Marketing
Websites and e-mails have got nothing on print when it comes to reaching out to new clients.
Let’s be honest…your clients have to actively try to end up at your website. The computer user is running the show when he’s surfing the web. So if he’s not searching for, say, a website that sells bubble bath for dogs, there’s no way he can end up on such a site. You could have the best dog bubble bath website on the world wide web, but you’ll have no visitors if no one takes the time to look for it.
And as far as e-mail marketing goes, we guess it’s possible to send unsolicited e-mails to random addresses. It’s just not very effective. That delete button gets a workout whenever people receive e-mails from addresses they don’t know…and those people tend to get a little skeeved out that a company somehow uncovered their addresses. Not to mention that there can even be less than thrilling legal ramifications of sending out such e-mails. In a nutshell, it’s just not the best plan.
Mailing addresses are another story, however. They’re a matter of public record, so people are more open to receiving communications they don’t expect when they’re delivered to their actual mailboxes. And unlike an e-mail, the recipient can’t press delete. Most people do at least a quick scan of their snail mail before deciding whether to junk it or keep it. So a mailer with the right design has a decent shot at sharing its message – at least when compared to an unsolicited e-mail.
Now, we’re definitely not saying that this direct mail should be the end of your communications with them. We’re just saying it should be the first. After you get their attention with a super stylish mailer, we do recommend referring them on to your website. And once they’re there, feel free to legitimately collect their e-mail addresses and continue the marketing via e-mail. After all, websites and e-mails are groovy things. They just have trouble starting the dialogue.
So let print handle the introductions, and let imPress handle the printing.
Category: Creativity, Marketing, Print — Tags: coupons, PURLs, QR Codes, smartphones, YouTube — dave @ 11:32 am
Let’s pretend you’re the big boss of a company. (Unless you already are the big boss of a company, in which case, just continue being you.) And let’s also say you have to hire someone. You’re looking for someone creative with some fresh ideas to spice things up in your office.
And let’s say you receive this resume
This dude’s hired, right?
This brilliant idea superstar came up with a really cool way to use a QR code to make a boring piece of paper like a resume come alive.
Get Their Phones Dancing
Since a QR code can bring someone’s phone just about anywhere, there are a ton of ways you can use them in marketing. And something like this guy did is fantastic because it uses creativity to take the hipness of QR codes to new levels.
If you want your marketing collateral to stand out as much as Victor Petit’s resume, we’d be happy to show you other ways to use QR codes to make it happen. We went over a few ideas in a previous entry, but to be honest, the sky’s the limit. If you want to use a QR code and a YouTube video turn your printed postcard into a movie, we can make that happen. If you want to bring each recipient of your direct mail to a PURL, we’re on it. If you want a coupon to pop up on your targets’ phones when they scan a QR code, no problem.Or if you want something totally out of left field, you got it.
But please imPress Printing know if you want to give your marketing materials a QR code makeover.
After all, if QR codes can make a resume fun, they can bring the fiesta to just about anything.
Category: Marketing — Tags: direct mail, Marketing, PURLs, variable data printing — dave @ 6:45 am
Plopped right on your desk is today’s mail. Bills, magazines, direct mail.
The competition for your attention is in full swing…and it’s survival of the fittest. Getting to the top of the pile has always been a challenge for direct marketers, no more so than now when time is at such a premium.
No, direct mail is not dead. Far from it. One client of ours drops over 4 million pieces of mail each year and generates a very healthy ROI, thank you very much.
There are a number of tactics you can use to improve the response of your direct mail program. Lead among them is the use of variable print data. Enabled by technology, personalized messages can be created on each piece by pulling information from your database.
Research shows that mail with your name on it, along with a relevant message, generates a significantly higher response rate than those without it. The additional costs of variable printing can be highly justified by the higher returns generated.
PURLs of wisdom
Personalizing mail is hardly where the technology stops. A PURL (personalized URL) allows you to create a customized experience on the web for your target audience. You can combine PURLs with your direct mail or email marketing tactics to “tag team” your clients and surround them with a personal message.
By speaking to your audience in a direct and personalized way, you will be able to convert more of your campaign recipients into valuable clients.
The benefits of PURLs include:
- Higher response rates
- Gathering and updating information about your clients
- Accurately measuring the success of marketing campaigns
- Educating clients about your company
Interested? Talk to us about personalization technologies.