With many companies having taken grants and loans, now is the best time to plan and budget for your post Covid19 marketing.
Life can’t go back to normal, it can only move forwards, so your marketing, like all other areas will need to adapt and grow.
How Will Marketing Adapt?
We believe marketing spend will move away from customer acquisition and skew heavily towards engaging existing customers. This is because they are likely to generate the most reliable, immediate profits.
So let’s take a look at what moving to targeted Customer Relations Marketing (CRM) might look like.
Marketing will need to become more personalised, fully engaging the customer. Moving away from mass mailings, marketing should be event triggered. Focusing on cross selling to existing customers and converting interested leads into loyal, repeat customers. This will work as an email, but the tangibility of direct mail will help cut through the hours of screen time your customers may have been facing.
Personalised print can come in many forms; a postcard with an incentive, luxury brochures for top tier customers, birthday offers and more. These are cost effective and easy to create at short notice.
The Data & Marketing Associationreported that by using direct mail, customer response rate increased by 43% and almost 40% of people say they display direct mail they have received (Royal Mail).
Not to say other sectors should be ignored. Companies have seen a huge Social Media boost during lockdown, this has pushed them to improve that touchpoint, becoming more useful, authentic and visible. Use this to co-ordinate your campaigns, reinforce your brand on social media during your direct mail campaign.
With any recession or similar conditions there comes the rebound, people are relieved and hopeful and ready to spend. The most successful marketing will run cross channel, aligning direct mail with email marketing, social media and display advertising. Those who use their time now to engage should reap the biggest benefits.
Below are a range of ideas to engage existing customers and leads who may not have converted yet.
Why use Direct Mail for these?
Now of course, email may be best for cart follow ups, and buy again offers but for the rest, direct mail is perfect. For example "refer a friend", an email is great but unless used on opening is likely to be forgotten. A physical voucher on the the other hand will be stuck to a fridge or popped in a purse for later use. If you run a cafe it may be the difference between someone choosing you or not. Knowing they can pop in and grab a coffee half price using the voucher makes it much more tempting!
Let's have a look at some of the facts
24% of people value something they can touch over just a visual like an email (Royal Mail).
With post down by over 2% on last year, your marketing has a better chance of standing out.
Since direct mail is tangible, it hangs around. More people are likely to see it than just the recipient
Email is easy to forget about because it’s just a number on a screen, but mail is unavoidable.
As businesses re open, customers will want their concerns taken seriously. Yes, there will be sales to remove stock that hasn’t sold during lockdown. But after that we believe people will be far more willing to pay a premium to feel safer and also know staff are well treated.
Treating customers concerns as valid will need to be addressed. Whether this is social distancing in restaurants, non contact deliveries or increased cleaning procedures, make sure you show them how much you value them.
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.
If you want to help your print stand out, we’ve added digital foiling to our services
We have always offered traditional foiling, which involves heat pressing foil onto card leaving a slightly debossed, textured element. It works well on thick uncoated and textured card and looks very luxurious.
We can now also offer digital foiling, unlike traditional foiling this does not require plates to be made or a very expensive set up. Digital foiling is created using print. This makes the cost much lower and allows many different applications. It works best on smooth laminated card.
It differs in that it is smooth and flat and it works by heat bonding the foil to printed toner. This means every single foiled print could be different if required, something that would be almost impossible with traditional foil.
Our most popular colours are gold, copper, rose gold and silver but we can supply this is almost any colour needed.
Pop us an email if you would like help setting your files up or you would like some samples.