Archive for September, 2015
When marketers talk about producing “personalized printing” or 1:1 printing, they are talking about printing that communicates with a customer in a way that static direct mail cannot. By definition, this approach is based on knowing something about each customer, even if it’s just name and address.
When done correctly, however, 1:1 printing is more than just “personalizing” a document. After all, you can personalize something well or you can personalize it badly.
There is an industry pundit who is fond of telling the story of receiving a personalized marketing pitch from a hotel in Las Vegas. The mailer was fully personalized based on the details of his recent visit. In personalizing the piece, however, the hotel assumed that the man stayed in the hotel alone because he was single. In fact, he was married, and his stay there had been tied to an industry event. When the mailer arrived, it featured a scantily clad woman on the front of the card, paired with a salacious invitation. Unfortunately for the marketer, the pundit’s wife collected the mail that day. Needless to say, the invitation never made it inside the house.
Personalization alone doesn’t create relationships or sell products. Relationships are developed by knowing your customers and sending relevant communications that pair your products with the needs of your customers in an appropriate and beneficial way.
Something as simple as a quick list append to identify marital status would have saved this hotel’s mailing. There are other pieces of demographic information that can help improve, not just the “personal” nature of a mailing, but its relevance, as well. What additional pieces of data might help improve your next personalized mailing?
The Summertime Marketing Opportunity
Have you ever noticed that your mailbox gets emptier in the summer? That retail POP displays don’t turn as frequently? As the weather heats up, marketing typically slows down. The good news is, as your competitors take a break from marketing, this opens a window of opportunity for you.
Late summer is an excellent time to nurture leads and fine-tune your marketing strategies in preparation for the Fall. With less in the mailbox, you get bigger bang for your buck, especially when your competitors are asleep on the job.
Here are three ideas for maximizing your impact:
1. Dive into the world of QR Codes. Consider using QR Codes on your marketing materials, either inside or on the outside of the envelope. If you’ve been mulling the opportunities offered by print-to-mobile strategies, now is the time to put them into action.
2. Crank up the volume. Do you need to update your mailing list? Been thinking about launching a customer newsletter or creating new in-store displays? Summer is a great time to invest in creative print marketing because the results will really stand out. Can you imagine your target audiences going to their mailboxes and finding nothing but a direct mail piece from you?
3. Invest in a redesign. Is your stationery looking a little outdated? Is your marketing collateral a little stale? Use this time to freshen up your image and bust out with something new!
Take advantage of the summer window to nurture leads, stand out in the mailbox, and make a major impact in your “mindshare of customer.” See where the possibilities take you!