Why Print if I can Post it to
the Web for Free?
How many times have
you thought this statement?
What was your answer?
What did others say
when you told them about it?
Given the widespread concern
for our collective financial future, it’s not surprising it comes
What Marketers are
looking for and being judged on these days is:
programs that generate recurring annuity revenue streams
improving their profit picture
the number of high quality leads that can be converted to revenue
to track activity and respond to every opportunity in real time
in and of itself is rarely successful - it needs a launch pad in some
cases, and in others it is the foundation for a marketing structure."
You also need to be aware
of over saturation. Doing the same thing the same way will
usually return the same results...and over time - diminishing returns.
potential customer does not hear your message
until they’ve heard it at
least 3 times."
Therefore the marketing event should
Email, Web, and Print, or some combination thereof.
Thus the creation of Integrated
Marketing or the use of –
you gain -
- Voice of Customer
- 2-way conversation with
your Customer and Prospect
- Ability to validate what
you know about your existing Customers and Prospects + seek additional
- Give them a choice on
how to be marketed to in the future
most cases, Print costs more to produce than an Electronic campaign.
However, by the time you factor in hosting costs, click-thru tracking,
banner ads, traffic fees, web designers, and the lot,
a customer might well spend more on the electronic messaging than
a print job."
The print portion
might be a postcard or brochure that goes out at campaign launch, or
it could be a loyalty piece such as a gift card that closes the campaign.
There could be multiple versions
of email and print pieces with the same message and to the same customers,
but each version has a different reward; A) simple thank you, B) coffee-shop
gift card, C) a discount coupon, D) etc. The intent is to determine
what type of gift would actually compel the customer to complete and
return a survey – either online or via BRC card, etc. (You could
garner some extra, valuable customer information also!)
In the end, a stack of completed
surveys, data on what type of customer visited the online site or by
return mail, what offer prompted them to take action, and whether it
was email or print that drove them to act is critical information for
future marketing programs.
Using data-analysis (dashboard
technology) to track the results will provide you feedback on
the delivery number and completion rates, etc. All of this data will
allow you to make your next contact a more targeted campaign based on
the results provided and the method that works for each individual customer
or prospect. It also may give you insight into whether the campaign
is working or not and an opportunity to change it if need be.
of this to get messages into the marketplace and hit your Target Audience
in a manner that works for each individual.
The result -
||Increased response rates|
||Increased number of orders|
||Increased dollars per sale|
||Increased ROI for every marketing dollar invested|
||Decreased cost per response, sale, and lead|
And, the ability to gather
pertinent information on each and every contact so you can market to
them more effectively and efficiently in the future.
things to keep in mind -
- 6 Key Elements in any
Direct Mail Campaign—ask
Tom Kubinski for more information
- Targeting Your Audience
- How to increase an average 0.46% response rate by +41%, +45%, +82%,
+600% (16%) (and what to do for each one)—ask Tom Kubinski for more
- How to
Approach this in a Strategic Manner (and keep it cost effective)—Sexton
can assist you with this
- How to Gather Data,
Track it and Respond in Real Time—Sexton
can assist you with this also
results could be used for -
- LEAD NURTURING PROGRAMS
- putting your customers and prospects into
A, B, C, D categories
- MARKETING MORE EFFECTIVELY
and efficiently based on ROI for each type
- EVALUATING if a
trade show is worth your time and money
- DISCOVERING what
marketing materials are working vs not
Keep in mind
it is not the cost per piece that matters, but the return it brings
Would it be successful based on number
of responses, number of sales, dollars per sale, total revenue brought
in, finding out if they are happy with their current vendors, or is
there an opportunity for you to come in, etc. Each situation could mean
a different result in order to make it successful for you, your company,
and your client.
For more information to demonstrate multichannel approach, visit the 3 following sites:
Stay tuned for the next issue of TK's Korner. You just might be surprised!
Please refer back and visit often the entire library of TK's Korners where you will find information on subjects that may be of interest to you like:
Branding - 22 Immutable Laws of
Digital / Variable Printing
Direct Mail Raise Response, Lower Costs
For Direct Marketers
Why Print in a Down Market?
What Sets Sexton Apart?
Why Work with TK?
X-Ray Magazine via Cyndie Shaffstall
"Campaigning with Print"
MindFireInc via Cary Sherburne
The Winters Group-Peter Winters
- And of
course my own 2¢...
BE SURE TO CHECK THEM OUT!
Hope this helps and stay tuned for the next issue of TK's Korner. You never know what might be covered!
If you have a production issue not discussed above that you would like me to address, or a project that needs to be looked at, please give me a call or send me an email. I will do whatever it takes to ensure you get the best value for every marketing dollar invested.
You can also check out my profile, join my network and view more client comments on LinkedIn at:
Referrals are greatly appreciated, if you know someone I could help, or who might like to receive TK's Korner, please let me know.
Take care and have a great day!
Tom Kubinski, Printing Consultant
Printing Consultant Who Helps You Make Good Impressions
Direct: (651) 255-1225
Cell: (612) 760-3700
Selected portions reprinted in Print & Media Buyer, a national magazine for the print industry. (Search for Tom Kubinski)
Print & Media Buyer Magazine, Winter issue 2007
Below, please find a PODi case study of nationally recognized campaign plus 3 issues that have been published in a National magazine.
throughout the many countries listed below -
- Brunei Darussalam
- Hong Kong
- New Zealand
- Russian Federation
- South Africa
- United Kingdom