How Print Campaigns Grow Business Where Digital Ones Can’t
November 09 2015
Print campaigns, like sales of vinyl records, are making a comeback, and it’s not just for their retro appeal. While out of fashion for a time in the advertising and marketing industry due to the onslaught of digital and technology-based campaigns, a window now appears in the advertising market. Now not only are consumers unaccustomed to direct mail campaigns, but they’re also more likely than ever to respond to them.
Using dated techniques to run a direct mail campaign won’t gain new fans, but using new ideas to revitalize an older advertising medium will. The key is to make a statement with your direct mail campaign. With the advent of on-demand printing, printing is easier, more flexible, and less expensive than it has ever been before. If you want your material to stand out boldly from other letters in the mailbox, make bold statements highlighted with striking color and close with a strong call to action. Technical jargon and long descriptions of your company product are a good way to put readers to sleep. With DataPrint, small business owners have the technology, design, and marketing services previously available only to large corporations – Take advantage!
Catalogs are often regaled as relics from the advertising past now that the era of Amazon.com is upon us. They represent the opportunity to snag the kind of customer every business owner wants: the omnichannel customer. These customers are much more likely to engage with a brand because they’ve interacted through multi-media messages. Designing your catalog to appeal to your specific demographic as well as utilizing targeted mailings—as opposed to the more traditional broad-scale mailings of the past—means efficiency in your distribution campaign and a higher success rate in creating these omnichannel customers.
Adding personality and depth of character can be challenging for any advertising campaign, especially digital or online marketing ones that can be generated quickly. A basic rule of thumb is that the greater the investment of time and money, the greater connection the final product will have with the consumer. Because they’re still uncommon, print campaigns create a unique opportunity for business owners to create warmth and personality. Pay attention to your demographic, where they live, and what they care about. Utilize references to other companies that sustain and support the community, hire companies to design your copy that come from the community you are marketing to, even considering actual partnerships – depending on the size and scale of your company – with local businesses.
DataPrint was created to build relationships between business owners and intelligent, savvy marketing professionals. We create exciting, engaging campaigns customized for your business using print marketing. We also provide a range of on-demand print services. Visit our homepage for more information.
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