Have a new product that you’re looking for a spectacular marketing campaign to use? Do you spend your budget on one or two big pushes, or spread the budget among multiple options? Is a social media advertising campaign worth it? Will you get the response back from an email blast? Does a radio commercial sound like a good idea? A television commercial? Whichever avenue you decide upon, take into account a print campaign as well. Forget about what you’ve heard about print being dead because that is just not true. Print marketing is not dead and, if it is used in the right way, can be quite beneficial.
Ideally, with your marketing campaign, you’ll be targeting a small group of customers that have similar wants/needs which your product fulfills. Utilizing the power of variable printing to customize the message of your material is a no-brainer. Variable printing comes with a long list of fantastic benefits and below are four key reasons why to consider it for your next campaign.
Customization
Personalized direct mail pieces carry a powerful message that almost guarantee it will read it. When someone sees a personalized piece of mail, more often than not they’ll read through it and feel more connected to the product and/or brand; and really isn’t that the goal of any marketing campaign? Trying to connect on a personal level with your customer has the potential to increase their brand loyalty towards you.
With tools like Google, Facebook, Twitter, LinkedIn, and more; you’re able to learn an incredibly high amount of information about a person or company, all available to be used. Infuse your marketing materials with the information you learned to build a very focused piece. You’ll be surprised at how quickly you’ll gain results from the little extra bit of effort your put forth.
Targeted to Make More Money
The majority of people think that running a campaign full of printed materials will lead to massive costs, and they cost can go even higher when you add in the customizations that you’d want. If you’re one of those people that believe in that train of thought, then you’re not fully realizing everything that print marketing can offer. Yes, the initial investment for printed marketing materials can be quite high, especially compared to digital marketing assets, but once you realize the results that can be gained you’ll see that money is being well spent.
Customized targeted print marketing can speak directly to your customers, giving them a sense that you truly care about them and know what is happening in their lives. This can build trust towards your brand that will result in more purchases in the future.
Control Your Brand
The best element of printed collateral is that you have complete control over your brand. When you decide on doing a printed marketing campaign, you’re able to define exactly how you want your brand to look and feel. Creating physical printed collateral allows you to go beyond just how it will look, but can add in texture and different types of material; something that digital assets simply cannot portray.
Since your customers will not be looking at your marketing material through a screen or monitor, you’re able to control exactly how everything looks, from beginning to end.
Staying Power
Utilizing printed collateral for your marketing campaigns allow for your campaign to live longer than campaigns found online, due to the physical attribute of your campaign. This is because people love to hold on to things that are physical, longer than digital assets. I’m sure you can even look at your life and realize that too. You most likely have spam filters set up in your email to prevent your inbox from being inundated with hundreds of advertising messages. As you scroll through your Facebook feed the advertisements of most companies fly right past your gaze without you even realizing they were even there.
In contrast, a beautifully designed printed piece of mail will live in a person’s house far longer than any online advertisement. Not only will you grab the person’s attention with a great printed piece when they take it out of their mailbox, but also every time they look at it before they decide to discard it. According to research, people have a very difficult time with managing paper and end up holding onto it for a long period of time.
Even with the most impressive and well-executed remarketing techniques, most digital marketing campaigns can’t achieve the staying power of printed marketing materials.
