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.