Archive for November, 2015
All around us, we hear about the benefits of going paperless. When it comes to marketing, that may not be the best move. In a world of social media saturation and clogged inboxes, direct mail has more power than ever. In fact, a recent Brand Science Study showed a 62% lift for digital campaigns that include direct mail. Even 100% digital companies like Google and Uber are using direct mail to advertise their businesses.
Now is not the time to give up print. But savvy marketers are making their print contacts even more powerful. Let’s take a look at a few ideas.
1. Focus on recent customers. These customers already like your products and have a relationship with your brand. To get them to purchase again, you may just need to send a simple reminder, such as a postcard or sell sheet, to nudge them into action. If you’re looking to stretch your marketing dollars, focus on recent customers first.
2. Know your top customers. Pay particular attention to retaining customers with the highest profit margin. These may be customers who shop with you most frequently or who purchase the highest volume. If you are prospecting, develop a profile of these customers and target new customers just like them. If you don’t know who your top customers are, a proactive investment in data analysis can reap big returns.
3. Be relevant. Do you know where your customers’ pain points are? Do you know what keeps them up at night? Don’t assume that all buyer motivations are the same. Get to know your customers and engage in sincere dialogue about what they want and why. This will pay off in more relevant communications and better results.
Print marketing is evolving. Success is no longer based on trying to get a static “same to all” message in front of as many people as possible. It’s about marketing smart and marketing relevant and using the tangible, confidence-building channel of print to its maximum advantage.
Every day, postcards, flyers, and other direct pieces and other printed material bombard us. How do you ensure that yours stands out in the crowd? Here are four highly effective methods for designing printed material.
1. Grab Their Eyes: People can’t read your message if they don’t see it. The first thing you must do is grab their attention. There are two complimentary techniques for doing this:
- Pick the perfect images. People are hard-wired to respond to images. Bright, vibrant, compelling imagery will hook your audience every time.
- Tweak the design to appeal to your specific audience. For example, if the audience is young and hip, give them a more edgy typeface that angles off the page. If they are more upscale and sophisticated, let white space and elegance be your guide.
2. Change the Shape: Interesting shapes stand out and make people want to touch your design. Shape the piece to convey your message or intrigue your audience. Shapes that follow the contours of an image or that contain different angles make your piece more appealing.
3. Add Texture: Choose paper that includes a texture, add an emboss or deboss to your design, or try a contrasting spot varnish. If the piece is on glossy paper, use a matte finish or vice versa. These tricks add both texture and visual appeal.
4. Fold It: An innovative panel or a fold that goes in the “wrong” direction adds mystery and interest to your piece. Try adding slotted folding panels or multiple folds to increase the uniqueness of your design.
We have other ideas and examples to show you, and we can help you build your file to accommodate these tricks easily. Intrigued? Give us a call!