Common Design and Print Queries Answered
Common Design and Print Queries Answered
Targeted Marketing- Make it Personal
Targeted marketing is one of the most important sectors in digital marketing. It involves capturing data and using it to attract the right clients, while ensuring you promote the right products at the right customers, at the right time.
Unsurprisingly, print is heading the same way. If you need printed products for targeted marketing, City Printing can be your go-to company for a wide range of customised printed products, including booklets, brochures, stationery and leaflets.
Digital printing and online data-gathering are coming together, with personalisation growing in importance as markets become more crowded.
You’ve collected your data and you know what your clients want. Now you need to print personalised brochures or leaflets that serve the purpose. This can be hugely profitable. Sending out personalised mailings can give up to a 25% higher ROI than a standard, generalised mailout. (Romax 2018)
How to use that data in your print marketing materials
Digital print technology has made personalisation much easier, in a way that traditional printing never could. With the ability to print different text or even images on each sheet, you can make something truly bespoke for your customer.
From your supplied database City Printing can use variable data to print fully personalised mailings, which are also perfect for weddings. We can even offer personalised digital foiling, which is perfect for invites.
One of the simplest ways to introduce personalisation to your range of marketing tools is to look back at your clients previous buying history and send out targeted marketing that follows on from that.
For example, if your client has bought a new sofa from you, why not send out a direct mail 'thank you letter' that tells them about furniture protection you also offer, or has a discount code included for them to use on certain items such as cushions or footstools.
Rather than 'pot luck' you are basing your offer on something you know is relevant to them. This gives a much higher chance of your customer making another investment.
How could targeted marketing with printed material work for you?
We have clients who split their databases by spend levels and offer different levels of discount based on this to each section. This works best on customers whom you have built up a history with, but you could always send out a survey to gain your first round of data.
We worked on a campaign with a car manufacturer in which they were offering different upgrades to customers with lease cars. They held a lot of data on their clients and we were able to produce brochures that were fully personalised to each client. For example, the client's name was used throughout, the front cover showed an image of their current car and the centre spread showed the model they thought the customer would mostly likely choose. They integrated this well with links to digital video tours and personalised offers.
We think we might just be coming in to printing’s Golden Age.
Think along the lines of the Vinyl record revival, only recently seen as outdated, print is now seen as ‘non-traditional’ marketing.
We are all bombarded with email marketing, online advertising and cold calls, the last of which can be heavily intrusive. Just think how much nicer it is to receive a quality printed brochure, something you can flick through in your own time, without the “last minute deal” banners screaming at you or the constant pressure of pop up chats and sales calls.
Printed material now helps you stand out.
Direct mail is far more persuasive than digital media. Its motivation response is 20% higher – even more so if it appeals to more senses beyond touch. (True Impact report). Print engages more senses than online marketing, whether it is a textured feel, digital foil effect or the odd fresh print smell, having something in your hand makes you feel a lot more connected to it.
Give a client a brochure to take away with them and they're likely to keep it, they'll show it to colleagues and pass it around. It is a constant reminder of your business and something for them to refer back to. Emails on the other hand, might get printed out at best and they'll look boring and uninspiring compared to a well designed brochure.
The many new options in digital print give you a huge ability to stand out, clever design and marketing together with quality print might be the boost your company needs.
Talk to us about design, print, data merging and all the beautiful finishing options we can provide.