If you want to communicate quickly and inexpensively, online marketing can be a powerful tool. But if you want relevant marketing communications that consumers truly respect, then try your personalization in print.
In a survey of more than 1,200 people conducted by Zussi Research for ad:tech London, for example, 69% percent of respondents saw traditional advertising as relevant to them. By contrast, only 45% saw online marketing as relevant. Respondents also described online marketing as “chaotic.”
This data reflects how misdirected and intrusive ads can create a high level of annoyance, even when those efforts are targeted.
Compare this to print. Mailing databases tend to be more accurate and their targeting more focused. Personalized print earns consumers’ trust and respect. Consumers also appreciate the purposeful investment print requires in the marketer’s relationship with them. It creates a sense they are valued.
What does this mean for you? While it’s important to expand your marketing to create a comprehensive multichannel marketing strategy, it’s important to remember that digital channels should be additive to print marketing efforts, not a replacement.
If you want better targeting, don’t make the mistake of replacing print, just personalize it!
Let Multi-Craft help put your 1:1 marketing ideas in motion!
We don’t mean just personalizing by name. We mean personalizing based on customer behavior. This is referred to as “triggering.”
According to Clevos, an email marketing platform supplier, using personalized, trigger-based email can triple your revenue over generic email. It’s easy to see why.
By triggering off customer behavior, you make the email more relevant. For example, you might trigger personalized email based on actions taken (such as downloading a white paper or watching a video) or actions not taken (not downloading a white paper or watching a video). Or maybe you notice that people are visiting your website more or less frequently than in the past. Email can also be triggered by a change in your product catalog, such as a product coming back into stock.
Other triggers used by marketers include when people take the time to read reviews of products they have visited on the site (indicating a higher than average level of interest) and re-engaging those with abandoned shopping carts who might still be interested; they just meant to come back and finish their order later and didn’t.
Because triggered emails are more relevant and highly targeted, they result in better engagement. According to Clevos, personalized, triggered email gets 4x more opens than general emails, and they result in even better revenue per email.
When you’re ready to consider triggered emails, let us help you put those ideas in motion!
In Confessions of an Advertising Man, David Ogilvy, founder of the highly regarded advertising agency Ogilvy & Mather, wrote, “Ninety-nine percent of all advertising doesn’t sell a thing.” You don’t want your products to be in that 99%. How do you make sure you are in the coveted one percent?
You might say “personalization and relevance,” and it’s true. Personalization stops you, and relevance gets you reading further. But even the most personalized, relevant message won’t amount to much if it isn’t paired with good marketing copy. If the copy is not compelling, if it’s bland and uninformative, even the best personalization cannot carry the load. You need good, solid marketing copy that is interesting, engaging, and compelling.
To make the most of your marketing efforts, here are some fundamental principles for great copywriting you can follow.
- Be imaginative. Break out of the mold. Look for different or unconventional ways to say the same thing.
- Be a salesman. Cute and clever doesn’t get you anywhere if it doesn’t sell anything. Be creative, but also be clear. Sell benefits. Give an overt call to action. Balance creativity and salesmanship.
- Talk about your customers first. As one marketing communications site puts it, “Self-interest is the best hook.” Talk about customers’ problems, customers’ challenges, and customers’ bottlenecks. Then talk about how your products and services solve them.
- Be honest. Part of building a brand is maintaining customer loyalty and trust. That starts with honesty about the products and services you sell.
- Hire a professional editor, even if only on a freelance basis. An employee who is “good at grammar” isn’t good enough. When it comes to marketing, there are rules for punctuation, capitalization, and usage that only professionals know.
Of course, there are other elements to great print marketing, as well. Good layout. Interesting graphics. Compelling offer. But great copy ties it all together.
Talk to us about turning these simple rules into a standout 1:1 print campaign that will motivate your customers to action. Putting your ideas in motion since 1955!
We are seeing 1:1 printing or “print personalization” more and more places these days. Direct mail. Follow-up marketing collateral. Information kits. What’s the real deal with these applications? Do they really live up to the hype? Or is personalization just a gimmick to get marketers to buy more print?
Consider the way you are being marketed to. When you shop online, cookies follow your every move so that page views can be customized to your preferences and purchase patterns. At the grocery store, your receipt is printed with coupons based on the items you put into your bag. When you receive mail from your investment broker, it contains information only on those funds you have invested in or that are relevant to you.
Personalization has become so ingrained into our consumer experience that we barely realize it anymore. It’s not a gimmick. It’s what customers expect.
What about cost? Isn’t personalization a high-cost luxury? On the contrary, when handled properly, the opposite is true.
- 1:1 printing optimizes your marketing investment by not mailing irrelevant information to the wrong people. It makes every record count.
- Properly tracked, 1:1 printing provides provable ROI, so you can compare its value against other marketing methods and justify your spending based on real numbers.
- By focusing on specific customer segments and generating higher response rates and per-order values from those customers, you can spend less on print and bring in more revenue.
- More relevant communications (newsletters, bills and other correspondence) increase customer retention and provide a benefit difficult to quantify yet with real bottom-line benefits.
From this perspective, 1:1 printing seems less like a luxury and more like a business necessity! If you’re thinking of adding personalization to your current strategy, talk to us! We can put your ideas in motion!
Have an event coming up? In-house seminar? Booth at a trade show? Whatever your event may be, you want to maximize your investment by ensuring that the people who commit to coming actually show up. There are three steps to making sure you get the highest attendance possible.
- Promote your event with early teasers.
People mean well, but even if they have RSVP’d, they can get distracted and end up doing something else. Keep them focused on your event with pre-event teasers, whether by email or mail, to keep them interested and their attendance top of mind.
- Drip detailed information by mail.
Build interest with more detailed information. If it’s a seminar, mail out a detailed presentation schedule with speaker bios. If it’s a trade show, send full-color brochures of products on display at the show. Create an interactive and cross-channel experience by sending them to entertaining and informative videos using QR Codes, augmented reality, or even embedded video screens. Customize the brochures to that specific event so everything they see in the brochure is relevant to their upcoming experience.
- Reward attendance with in-event gifts.
Have something planned to give away once they attend the event. Let them know what is in store for them and what they will miss if they don’t show up. Maybe it’s a custom-printed t-shirt, a personalized book, or a 3D printed model. Whatever it is, ensure that it has real value to the recipient and is something they don’t want to miss.
- Set one-on-one appointments before the event.
Use an attractive giveaway as the incentive to set up one-on-one meetings, to occur during the event, ahead of time. The target must attend the meeting to receive the incentive. Use a text message to remind them of the appointment an hour beforehand.
Looking for more ideas for making your event its best? Give us a call!