Give a hard hitting, beneficial headline
The majority of people will read the headline and nothing more, so you need to make sure you say all you need to within that first line. Although the headline is definitely the attention grabber make sure it also includes a benefit. Get to the people with the ‘what’s in it for me’ thought pattern by giving them a tip on a sale and you’re in.
Use powerful images and compelling call to action
Postcards have a lead over closed mail because they are open. Use this to your advantage by placing an image on the card which corresponds to your product. Induce people to take action by emphasizing what is in store for them when they visit your site. Use the picture as a subliminal message that shows them what they want.
Include an OR code
OR codes have two fold benefits. First, they persuade prospective customers to visit your site and take advantage of the offer while it is still in effect; e.g. only good for the first 20 customers. The second benefit comes in when you see just how successful your campaign is. That OR code will lead people straight to your site and increase the chances of your making a sale from visits alone. You can track just how many hits you get.
Include a portrait of a person
Studies prove that people respond more willingly to ads with people looking directly at them as opposed to those with just plain text. Humans are programed to look back at people who are looking at them. By adding a good photo of a company employee – or yourself – you will build trust and confidence in your company and product making prospective customers more apt to make purchases.
Social media are computer-mediated tools that allow people to create, share, or exchange information, ideas and pictures or videos in virtual communities and networks. Print industry, on the other hand, is the industry associated with the printing and distribution of news through newspapers and magazines. Social media greatly affected the printing industry since its establishment in both negative and positive ways.
Unlike print media, social media provides a convenient vehicle for classified advertising in categories such as jobs, vehicles, and real estate that could be detailed with pictures, videos or audio files. This diminishes reliability of the population on printed media to provide such services.
Social media taking away not only their readers but also their principle sources of profit has increasingly assailed print media. Social media is not saddled with expensive union contracts, printing presses, and delivery fleets and overhead built over decades.
Social media serves a larger population than print media thus the latter succumbs to losses and bankruptcy brought about by this. A large number of newspaper chains have filed bankruptcy since December 2008 including The Tribune Company and Minneapolis Star Tribune both from the USA.
Print media has experienced loss in dependency due to the large time space between successive delivery of news and information to the readers. A larger population relies on social media as a cheaper, quicker and more detailed source of news and information since it is updated with every relevant occurrence or news.
With a higher population now opting to visit the Internet to source information, print industries are thus obliged to adapt in such a way that they can also distribute information through the Internet. Social media provides a means of distributing information for the print industries themselves. Some estimates put the percentage of online news derived from printed media at 80%.
The pen is still mightier:
Despite the fact of the never ending range of devices, internet communication and e-communication, print is still in demand as much as ever. In fact, since the inception of internet media and the World Wide Web, newspapers and magazines distribution and sales have increased to almost 50%. In short, printed matter can hold its own.
The replacement myth:
Technology is constantly replaced and/or upgraded to newer forms of technology. With this constant growth and movement many people thought that books would soon be obsolete. The fact is that every new faction still has to compete with old regimes. The old way – print – still has the power to hold the interest and attention of upcoming generations constantly exposed to the new way.
Print and digital are depicted differently in the mind:
The psychological aspects of what we view on screen have a different impact on our senses as compared to what we view in print. We tend to ‘skim’ digital stimuli, but carefully analyze and criticize what we view on paper. In addition to this the brain’s ability to imagine is stifled when exposed to digital paraphernalia.
Too much “digital freedom” is corrosive:
Digital access is cheap and easy to maneuver. This happens to the point that people who use it frequently absorb too much of this ease and fall into lapses of ignorance concerning the basic knowledge. Print creates its own filter.
Print stands the test of “social” times:
In a world of stereotypes and personas, printed matter stands alone as the defining element of the human race. Devices and digital matter cannot depict our characters and give direction as to who we are, but reading a certain magazine or newspaper gives the world a glimpse into your personality.
Segment your mailing list where it will earn you revenue:
Satisfied, regular customers are the best persons to contact for additional customers. If you presently have a list of all of your clients you are half way there. The people you send mail to is what makes the process so successful. Remember, 60% of the success comes from your contacts, 30% from the benefits offered and 10% depends on the ingenuity of the design.
Keep your list up to date:
Statistics show that one of every five Americans move to another area every year. If you have a list consisting of only 40 of the original 100 people you conducted business with, then it is quite obvious you won’t get the sales you expected. For a small fee you can request your post office to make address corrections for at least one mailing per year.
Make your headline design a priority:
You headline must be strong enough to give you instant results. It must capture – and hold – the attention of prospective clients deeply enough for them to pursue what they have read and be excited enough to make a purchase. If your headline lacks then, eventually, so will your income.
Push benefits, not features:
The sales pitch here is to show readers why they need your product and also why it’s best to purchase from you. Being realistic, anyone can offer the same product you do, the benefits come in when you make your clients an offer they can’t refuse.
Compel clients to act:
If you advertise to the hilt, then leave your customers hanging without the ‘call now’ punch line all your efforts will filter right out of the window. Impel them to contact you; tell them to telephone or visit your website.
Say what you want about the Millennial Generation, there is no denying they are emerging as a dominant demographic. They are also the most diverse and smart generation the world has ever seen. Exciting data, yes, but that also means they are the most critical-thinking. Marketers must step up their game if they hope to woo today’s youthful majority. So, what do the Millennials look for in a company? Three things: Customization, Intimacy, and Responsibility.
Call it self-confidence or narcissism, this generation is big on making everything custom-fit to their individual tastes. Smart marketing goes beyond implying a product is special, they prove it. Young consumers look for variety in color, design, and features tailored to their sensibilities. The more choice you give them, the more likely they are to buy, and better yet, recommend your product to others.
Decades ago it was accepted, and even expected, that a company would set itself apart from the pack as a sign of superiority. This generation is a different, more socialized breed. As such, they look to companies with genuine approachableness that they can relate to. These days the most successful marketing campaigns are ones that showcase real, honest people and situations. That doesn’t mean everything has to be serious, though. Humor is also a big seller, so long as it isn’t overly cheesy or patronizing.
Do more than you say and Millennials will see you as a worthy brand. For many young consumers, social responsibility is the most important factor when they shop. It’s more than promising you support some charity or that you are eco-friendly: You must show it through action. Remember: It’s okay to acknowledge your own efforts to give back to the community, just don’t brag too much about it. Today’s critical-thinkers will know when a company uses responsible actions just to make themselves look good. Do it out of a genuine sense of heart, however, and they’ll respect your company for years to come.
Print by the Numbers
In the age of ever-increasing digital content, the print industry can seem an outdated and dying industry. However, this perception could not be more wrong.
Print industry statistics illustrate that the print industry greatly surpasses the auto-industry in terms of profits and scale; it is a $640 billion business with the auto industry only $432 billion. With 45 trillion pages printed annually, the print industry affects nearly every world market.
Advantages of Print
Although reaching out through social media and emails can be effective, print stands out to customers as a result of its personal, tangible qualities. Just as a hand-written letter or personal thank you note from a friend means so much more than an email, so does a print flyer or brochure to the customer. For example, direct mail brings in 78% of total non-profit donations.
Print is used in conjunction with online industries; many companies sell print online or reach their audience with both an online and print presence.
The New Printing Industry
Although thriving, the print industry has not escaped the effects of the digital revolution. The days of meticulously preparing for the printing stage are gone. With the ability to print content formatted and designed online, printing has become more colorful, personalized, and faster than ever before.
Ken Custer of Advertising and Marketing Review examines the new printing industry by interviewing various print shops in his home-state of Colorado. Jeannette McMurty, Vice President of G.A. Wright Marketing, is excited about the changes in the print industry: “Printing has always been a part of marketing and it’s an exciting transition as we move away from traditional to personalized marketing…you have to build a relationship and printing is a big part of that.”
Printing, an ever-evolving media, is here to stay.
When using direct mailers to entice consumers to purchase your wares or services, you will want to make sure they are done in a way that is pleasing to the eye. Make sure to use large, bold fonts that are easy to read. Adding a splash of color and some photos on the mailer will help attract attention, as well. Do not clutter the mailer with information that is not needed. Making it easy to read is key and having excess on a mailer will only make someone throw it in the trash.
Using personalized mailers will make a difference when a customer takes a look at the information. If they see their name in bold print, they will feel as if the company is speaking directly to them instead of anyone that may have opened the mail. Using the name of the intended recipient will make them feel important. They are more inclined to call your company if they feel like they are already known.
Using contests on direct mailers can help boost your customer base. You can have a scratch off game on the mailer which needs to be scratched in the presence of an employee of your company. This will bring customers to your establishment to see if they have won a prize. You can give out gifts or have money off of your products or services as the reward for bringing in the mailer. If you have the mailer personalized, you would be able to see which potential customers were interested in the mailers to help you get a better idea of the demographics of the customer base you would want to send to during the next mailing.
Your company likely looks inward from all angles to pinpoint tasks that can be outsourced. After all, outsourcing often leads to huge money savings. One angle that you may have failed to overlook, however, is the one pointed at your printing activities. There are an assortment of printing and imaging systems that cost a significant amount of money each year, including printers, scanners, fax machines, etc. Add on hardware, toner, ink and paper, and the expenditures related to your printing endeavors quickly add up.
It’s also important to point out that if your printing activities are not centralized, then you likely have a high number of tasks that go undocumented, thus resulting in unnecessary printing expenses. A solution to these issues is turning over your printing tasks to a managed service provider. Not only will this result in cost savings, but it will also hone your printing resources, while at the same time relieving your staff members from having to focus their attention on printing duties.
Depending on the industry that your business operates in, you probably spend about one to three percent of your revenue on printing. With an annual revenue of $1 million, this means you’re spending upward of $20,000 to $30,000 on printing tasks. With managed services, though, you can reduce these associated expenditures by up to 20 percent or more.
It’s imperative that your company acquire managed printing services from a service provider that offers scalable packages. Scalability is of the utmost importance because it means the services can be customized to meet your company’s exact needs. Your marketing campaigns can be personalized in a way that you are better able to reach your target audience, thus meaning your marketing efforts will be far more effective than they have been in the past. From print, email, and social media marketing, your promotional adventures will propel your business to the next level.