The Power of Print (in Marketing)


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The Power of Print (in Marketing)
For us marketers, we look to our printers with a focus on communication, not on producing print. We need the lift that print provides — and that is the premise of multi-touch marketing. An approach where it’s not about choosing print over electronic, it’s about supporting your message with appropriate vehicles.

When offline communication (print) is combined with online communication (email, video and web) both sides benefit — and, of course, the customer too.

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The Power of Print (in Marketing)

  1. 1. The Power of Print (in Marketing) Using print to bolster a multi-touch marketing campaign.
  2. 2. The Power of Print Printers the world over are feeling the pinch of being known for, well… print. Listening to the buzz, print does seem to be at risk. Despite the reports that schoolbooks, newspapers, and coupons are going the way of the dodo bird, the fact is that survey after survey finds that people simply prefer tangible printed products. The demise of print may be imminent — who can say for sure — but the demise is not today.
  3. 3. The Power of PrintFor us marketers, we look to our printers with a focus oncommunication, not on producing print. We need the lift that printprovides — and that is the premise of multi-touch marketing. Anapproach where it‘s not about choosing print over electronic, it‘s aboutsupporting your message with appropriate vehicles.When offline communication (print) is combined with onlinecommunication (email, video and web) both sides benefit — and, ofcourse, the customer too.
  4. 4. Has print passed its prime? Think print is old school?In the United States, more  92% younger, digitally savvy shoppers preferpaper products are recoveredfor recycling than any other weekly direct mail and identify these vehiclesmaterial, including plastics as the most-significant information channels.(8.2%), glass (27.1%), and  73% of consumers prefer mail for receiving newmetals (35.1%). product announcements or offers from — U.S. Environmental companies with whom they do business, as Protection Agency compared to 18% from email.  70% of customers renew a business relationship because of a direct-mail promotion.  67% of shoppers rely weekly on direct mail for sales and product information.  40% of customers are driven for the first time to a business because of direct-mail advertising.  Direct mail averages an ROI of 13 to 1.
  5. 5. Sustainability of print A common misconception, perhaps especiallyIn August 2012, a marketing among marketers, is that print is wasteful, but…study of 353 marketers and1,140 consumers and email  The U.S. has 20% more trees today than itresponsive adults found that did on the first Earth Day, which took place in8 in 10 people open and the spring of 1970.respond to direct mail for  Just 11% of the world‘s forests are used forthree main reasons: The mail paper (28% for lumber; 53% for fuel)is from a company or a brandthey know (56%); the direct  340 lbs. of paper every year are recycled bymail piece is personalized the average person(51%); and the product or  A ton of paper created from recycledservice being promoted is materials, cuts energy consumption in halfrelevant to them (44%). and 17 trees are saved.These reasons haveremained unchanged since  Cutting-edge, eco-friendly printing2005. technology show that print can be, and is, — Marketing-Gap eco-friendly.
  6. 6. It‘s not either/or With a multi-touch marketing campaign, you don‘t33% of consumers go online have to choose print or electronic (offline vs. online) —to respond to direct mail and multi-touch capitalizes on the strengths of each. Let‘sthe response rate isincreased by 20 to 30% when look at how.personalized URL addresses Think about your own mailbox. Ten years ago, youand landing pages are used. may have received five to ten pieces of direct mail — DMA nearly every day. Today, it‘s likely a fraction of that. As uninformed marketers shy away from this vehicle, it simply presents itself as an even better opportunity for you and with far less noise that a recipient‘s email inbox — and no spam filter to block your message.
  7. 7. Relevance With pinpoint targeting, it‘s possible to sendIt‘s one thing to greet your direct mail specifically and purposefully torecipient personally, it‘sanother thing to talk to them only those that wish to receive yourabout a topic in which they message and to send them a message inhave shown previous which they have demonstrated an interest;engagement or interest. personalized and relevant. Of course, the goal with direct mail, whether a postcard or envelope is to engage the recipient, but though the difference between personalization and relevance is subtle, it‘s important.
  8. 8. Every door Flying in the face of personalization comesIt‘s one thing to greet your USPS‘s Every Door Direct Mail® (EDDM)recipient personally, it‘sanother thing to talk to them program, but just because you cannotabout a topic in which they personalize, does not mean that a masshave shown previous direct mail cannot be relevant. For manyengagement or interest. companies, your target audience really is every address in an area. If your business is a nail salon, lawn care provider, or grocer, you may need geo-targeting more than you need personalization. EDDM makes this possible and inexpensive.
  9. 9. Fliers and brochures Fliers and brochures have a distinctA multi-vehicle (telephone,direct mail, email) marketing advantage in that they are great candidatesresearch project for a large car for high-quality print processes, whichdealership service department increases the perceived value andwas conducted two years ago.The study found that customers decreases the likelihood it will find its wayaccepted about twice as many to the trash bin as quickly as a postcarddirect mail pieces, vs. phone might.calls and email, beforespending levels began to What can you include in this vehicle thatdecline. ―The researchers you cannot add elsewhere? For example,hypothesized that ‗customersview physical mail as less paint or color samples, scratch and sniffintrusive than telephone calls or swatches, metallic and neon colors, paperemail — they can view such texture, and paper weight.messages at their ownconvenience.‘‖ — Direct Mail
  10. 10. Catalogs Deliver magazine states that websites41% of Americans shop using supported by a catalog yield 163% moreboth print catalogs and onlineresources. revenue than those which are not and, according to a DMA study, of companies — USPS that produce a print catalog, 60% said that it is their primary sales channel. Websites came in a distant second at 20%. More importantly, catalogs have been shown to increase long-term business.
  11. 11. White papers White papers share many benefits with40% of tourists say that feature articles, but require a lot less in thetourist maps and brochuresinfluence unplanned stops; way of resources to produce. In fact, most32% of tourists say travel experts agree that your white paper shouldbrochures are the most be short and to the point, but choosing atrusted information source; white paper will greatly depend upon yourand 65% of tourists usedbrochure display racks during target audience. For instance, IT buyers aretheir trip. an ideal group and in 2009, 77% reportedly used white papers to get information about — Brochure Management enterprise technology solutions in the previous three months.
  12. 12. Ad specialty products Ad specialties span the spectrum from pens46% of U.S. respondents ownbranded writing instruments, to pennants, bracelets to bumper stickers,38% have shirts, and 24% and shirts to stockings. What you choose tohave calendars. brand will depend upon your budget, the campaign, your audience, and probably much more. Branding an item with a particular appeal to target audience will mean the tchotchke is used more often and stays in use, which extends the life span and increases the number of impressions it makes.
  13. 13. Posters Whether supporting your event or the main attraction, even in a digital world, posters remain a distinctive way to visually communicate and display information and concepts to a target audience. Posters make an ideal distribution vehicle for entertaining and informing.
  14. 14. Signage Signage is an inexpensive, but effective68% of consumers believe astore‘s signage is reflective of form of advertising as well, and in somethe quality of its products or cases, an essential form. Signs can drawservices. visitors, but ask yourself: — FedEx  Is the design appropriate for the intended viewing distance?$5.5 billion is spent onoutdoor ads each year. 62%  Is there sufficient illumination?of those outdoor ads arebillboards, 15% are street  Will the sign be obscured in any way?furniture, 18% are bus-transit  Does the target audience have thesystems, and 5% are variousother ads. knowledge to understand the message? — Business Knowledge  Did you include contact information for Source people too busy to stop by?
  15. 15. Wraps A somewhat new entry into offlineA single vehicle wrap can beseen up to 70,000 times in a marketing options, wraps are signagesingle day. adhered to (wrapped) around objects of all — Cranky Creative shapes and sizes, from boats to buses and cars to skyscrapers, wraps are seen locally 1 – 4 million times per month. A single intra- city truck with graphics is responsible for 16 million visual impressions in a year which equates to just 48 cents per thousand impressions. Wraps are memorable, too. Amazingly, 80% of viewers could recall the product advertised on a vehicle wrap.
  16. 16. Coupons Many savvy shoppers will travel greatAlmost everyone redeemscoupons — 97% in fact, but it distances to redeem a coupon and to try ais relevance rather than face new business, thus expanding your market.value that determineswhether a coupon is used or Once they are standing in your store, theynot. often feel compelled to further justify the — David Cole effort, gaining you impulse purchases and MD of fast.MAP cross-selling and up-selling opportunities.
  17. 17. Engage offline online There are a number of paths to engagingSmall businesses do notmeasure the success of their your offline prospects and leads campaigns. An This is an important conversion when youastonishing 73% ofrespondents fail to measure are using offline vehicles such as those wetheir email marketing metrics, included in the previous section. Sincewhile 80% fail to measuretheir direct mail or offline vehicles do not have the high level oftransactional mail metrics. engagement visibility that an online vehicle — Pitney Bowes offers, getting your prospect or lead to connect with you online will give you many more options for continuing advanced marketing methods.
  18. 18. Reach your audience The goal is not to move offline to online and76% of small businessesstate that their ideal keep them there, the goal is to be able tomarketing mix is a reach your audience in the platform of theircombination of print anddigital communications. choice; and as we‘ve shown, for many —Whether you call this mix maybe even most — their choice is print.multi-touch, multi-channel,multi-vehicle, or cross-mediamarketing, it is a strategy thatparlays the strengths ofmultiple marketing vehicles tomore quickly and successfullyguide the prospect throughthe purchasing process. — Pitney Bowes
  19. 19. Multi-touch marketing A series of selling campaigns intended to reach a target audience with a consistent message that is carried over a variety of vehicles to reinforce a company‘s brand and message. By using a multi-touch approach, companies make it convenient for customers to receive and respond in whatever manner is preferred.
  20. 20. Marketing VehiclesThere are dozens of marketing vehicles that will generate leads andcontacts, enable you to reach your leads and prospects (and advancetheir sales readiness), and even to sell to leads and prospects,converting them into customers. Our list that follows is but a snapshot,but ideally it will get your creative juices flowing so that you cancustomize a multi-touch event of your own.
  21. 21. Inbound vs. outbound Hierarchically, we divide marketing first asOutbound marketing is aboutinterruption. Inbound inbound and outbound content, then secondarilymarketing is about discovery. as online and offline. A robust multi-touch — B2B Digital Marketing campaign may well include several to many vehicles within these categories. In order to bolster outbound results, smart companies turn to inbound marketing as well; this includes social media, downloadable resources, and other types of engagement where you are earning the business.
  22. 22. Website The foundation for your marketing effortsOne of the commonlyaccepted website traffic will always be your website. Even if yourtheories is that visitors tend to campaign is primarily print-based, youcome back 5 to 7 timesbefore they buy would be remiss to omit at least a reference — Dewpointe to your website and specifically to a targeted landing page (for tracking). It is critical that your website support your marketing message. Think of your website as your 24/7 sales team. No matter where or when your recipient receives any one of your marketing vehicles, more information is a click away.
  23. 23. Targeted landing pages Targeted landing pages are individual web pages within your site that give you dedicated space to drive your message home — whether your originating message was outbound, inbound, offline, or online. They enjoy three primary benefits:  Visitors feel special when you welcome them specifically.  Track the number of visits more easily.  You can test the effectiveness of specific components
  24. 24. Triggered marketing Marketing automation enables you to be inLead nurturing. front of your client with the right offer at theA systematic approach todeveloping new leads into right time. With triggered campaigns, yousales-qualified leads — or in transcend from when-you-can marketing toother words, warming coldleads to hot leads. Emails are just-in-time marketing and it makes asent consecutively and with difference. Said in another way, withthe purpose of nurturing the marketing automation, you reach yourrecipient along the path topurchase. leads and prospects at a time that is most relevant to them rather than when most convenient for you.
  25. 25. Nurture marketing A nurturing campaign is made up ofThe top three channels usedfor lead nurturing are: email multiple components designed to develop65%, phone calls 44%, and leads as sales ready. The process is useddirect mail 25%. to build relationships and develop trust with — Aberdeen Group prospects in a way that is both consistent and relevant. A lead-nurturing funnel consists of multiple touches using more than one marketing vehicle, all geared toward achieving a particular marketing goal.
  26. 26. Drip marketing Like nurturing, drip marketing is a campaignDrip campaigns are deliveredbased on pre-determined strategy where messaging to yourtime intervals while triggered prospects, clients, or customers is also sentmarketing campaigns areinitiated based on prospect over a span of time.behavior. Drip marketing can be as simple as sending — Ian Michaels, Customer Think a weekly email, a monthly newsletter, or a regular discount coupon. The drips don‘t have to be in the same format either. Unlike nurturing, drip is more about building trust and relationships so that the recipient thinks of you first when their need for your product or services finally matures or presents itself.
  27. 27. Extending your reach When you think of these extendedYou can extend your reach byembedding a nurturing campaigns, liken them to a pinball in playcampaign into a multi-touch and imagine yourself tallying the pointscampaign. each time you connect with a bumper, slingshot, target, or flipper (lead/prospect). Keep the ball in play as long as possible and learn from your errors, correct your strategy, and come back to rack up the high score. This is an apropos analogy for multi- touch marketing.
  28. 28. Brand awarenessAccording to recent studies by Getting your name out there is critical tothe Direct Marketing building and maintaining your brand andAssociation and the U.S. PostalService: the average consumer establishing a good professional reputation.receives 25 pieces of domestic Regular distribution of marketing vehiclesmail per week; the number ofcompanies sending 500,000+ — of both the online and offline variety —marketing emails more than will help in this process as clients come todoubled in two years, from 21%in 2002 to 51% in 2004; 55% of learn about your company, products, orpostal mail recipients look services. Marketing vehicles can also beforward to the mail each day;and email opt-in rates were used to establish your company as an22% among people who authority and a trusted advisor and to be inresearched the company‘swebsite. front of your client when the time comes for — DMN3 them to make a purchasing decision.
  29. 29. The WOW! factor We‘ve all read the stats that emailEven among the mostconnected consumers, new- marketing is the most-used and cost-product discovery largely effective method to nurture leads, but thehappens offline via sourcessuch as word-of-mouth, direct importance of direct mail should not bemail, catalogs, and television. underestimated. A campaign that combines — IAB the delivery of electronic mail with print represents a best-in-class multi-touch campaign with a WOW! factor that gives your message measurable stickiness.
  30. 30. Spider Trainers Spider Trainers has particular expertise inContact us: print and has conducted hundreds of multi-651 702 3793 touch campaigns and sent millions direct-mail pieces and emails on behalf of itself and of its clients. We test, track, andPO Box 280487Lakewood, CO 80228 tweak campaigns to gather the knowledgeUnited States required to achieve true ROI — for many companies that‘s the true definition of conversion.
  31. 31. About Spider TrainersSpider Trainers provides multi-touch online and offline marketing andweb development to make your brand more visible, elevate search-engine rankings, attract appropriate visitors, and enable educatedpurchasing decisions.Spider Trainers has created a process for marketing initiatives thatprovides optimization for your product, services, and company, and,through the exposure of your executive staff‘s professionalaccomplishments, also builds validating information to provideadditional search-engine lift.Spider Trainers has decades of experience in print, web development,go-to-market initiatives, and sustainable, behavior-based (online andoffline), traditional and emerging marketing strategies.