When the World Wide Web went mainstream at the end of the 20th Century, most business owners were quick to jump on the digital bandwagon. En masse, they abandoned slick direct mail pieces and print campaigns for early iterations of websites and email marketing. The exodus seemed to signal the end of print as the cornerstone for effective advertising strategies. Welcome to 2018, when the worm has turned.
Fed up with stiff Internet competition and ever-changing electronic platforms, today’s entrepreneurs realize the most effective way to stand out above the digital din is to return to print. According to a recent study by the U.S. Postal Service:
- 56% say receiving mail is a “real pleasure.”
- 55% report looking forward to discovering the mail they receive.
- 67% feel mail is more personal than the Internet.
- 98% of people check their mail daily.
4 Reasons Print Advertising Stands Out
1. Memorable. With less “back up” in your target market’s physical mail boxes, your direct mail pieces stand a better chance at being read than most email marketing communications. Unconvinced?
- Worldwide, 269 emails are sent each day.
- Each minute, an average 149,513 emails are sent.
- The average American worker receives 121 emails per day.
- The click-thru rate in North America is a dismal 3.1 percent.
- The average open rate for retail emails is 22.07 percent.
- The top reason U.S. Internet users give for unsubscribing to email lists is that they “receive too many emails.”
2. Tactile. Unless you plan to cold call, you can’t get closer to connecting directly with prospects than through direct mail. Remember the “good old days,” when you walked out to your mailbox and found a letter addressed to you? With trembling hands, you opened the envelope, eager to read the hand-written message. People admit to multi-tasking while reading online. They could be eating dinner, in the restroom, in the waiting room at the doctor’s office or at their daughter’s soccer game when your email comes in. Hard copy, on the other hand, requires more time and attention. In fact, if the piece or giveaway is creative enough, it will not only capture your target market’s attention but will earn a place on their desk instead of in a bin.
3. Safe. In the world of ransomware, identity theft and phishing scams, technology comes with inherent risk. As a result, consumers view electronic campaigns through a filter of suspicion. With most people setting spam filters and virus scanning software to maximum, your well-conceived ideas may end up on the virtual cutting-room floor. A well-conceived print piece, on the other hand, will earn their respect.
4. Creative. No matter how much thought you put into an electronic ad, it will pale in comparison to the tactile experience your target market will have if they pick up something they can hold in their hands. Depending on your budget, you can craft anything from a thick, colorful postcard to a custom card with a promo product gift inside.
Great Ways to Make the Most of your “Real World” Campaign
- Personalize – to drive sales and create buzz, take advantage of the trend to personalize your postcard, letter or branded gift with the recipient’s name. These have a longer shelf life than their unbranded peers because they create a deeper connection between the customer and the product. Once available only to multi-million dollar brands with big budgets, such as Coca-Cola and Hershey’s, the strategy is now available to small business owners.
- Promote. Admittedly, we are biased when it comes to believing in the inherent value of personalized promotional products. But it’s an easy concept to get behind. After all, who doesn’t like free stuff? Swag is a great tool for entrepreneurs because it is available at virtually any price point, builds brand recognition – not just for the recipient but for anyone who sees the giveaway item in use – and reinforces customer loyalty, since forming an emotional bond with consumers is one of the best ways to create a lifetime customer. A financial institution, located in grocery stores used this adorable teddy bear to encourage prospective clients to stop by their window during their shopping trip. This stuffed bear continues to serve as a wonderful ice-breaker and has been so successful that it has been put on the “active” list for current campaigns.
- Put Together. The best campaigns incorporate print, promo and digital. Make sure your brand remains consistent across all digital and print platforms. Provide QR Codes, website URLs, video embedding technology and virtual reality into your printed materials to direct users to your electronic campaign. Use direct mail to introduce campaigns, reinforce your strategy with a promotional giveaway, and tie everything together on social media.
Case Study Idea: Since your company wants to increase sales, here is a great way to pull it all together to do just that! As top executives head off to an exotic island, send this packaged pen, which showcases the island, personalize the pen with the contest name, and add a QR Code which showcases the resort when scanned.
On Target Promotions
Need great ideas for using print, promotional and digital marketing to develop and maintain great relationships with prospects and current clients? We’ve got them! On Target Promotions is a national promotional products and printing company with a creative edge. We add impact and value to your programs. An agency without associated agency fees, we provide innovative and cutting-edge products and service solutions through our Inland Empire offices. We help clients use marketing materials and promotional products and other media to design and secure quality marketing programs that meet their goals and exceed their expectations. Since we believe nothing is a greater reflection of success than a repeat customer, everything we do is designed with our clients in mind. Your focus is our goal. Call (951) 682-8427 or email us today to start your project.