No matter what type of marketing medium you choose for your campaign – digital, print, radio, etc. – you and your team invest a significant amount of time and resources in planning and execution, and you’re looking for the biggest bang for your buck. There are a number of steps you can take to maximize your print ROI. In this post, we’ll outline a strategy to help you get the most out of your direct mail or other print marketing campaign.
Identify Your Target Customer
It makes no sense to market to people who aren’t buying what you’re selling. The first step in any marketing campaign is to decide who your target audience is. At its most basic level, your target customer is the person who has a problem for which your business has a solution. By applying your value proposition – how your business solves the problem – you can drill down more specifically on the type of customer that will benefit from the solution you offer. This is where customer personas can be helpful. The solution your business offers may solve a problem for different types of customers and it’s possible – even likely – that you will want to market that solution differently, depending on the category of customer. A one-size-fits-all marketing campaign may not provide the best return on investment. By developing additional information – analyzing current customers, your competition, and social media analytics, for example – you can clarify who your target customer is and the type of messaging that will appeal to them.
Take “Yes” For An Answer
You may offer the perfect solution to the perfect customer at the perfect time, but if you don’t make it easy for them to respond — to say yes – you may miss out on a sale. Ensure that your visuals and your messaging make it clear how to take action – how to find your store, your store hours, and exactly how they can take advantage of any special offers. Include a QR code customers can scan with their smartphone to quickly and easily visit your website.
Get Personal
Use variable data printing to personalize your promotions. Not only can you include each recipient’s name on your print pieces, you can also customize your mailings according to demographics, location, and buying history. According to a report by Infosys, retailers who have used personalization in their marketing campaigns report a 74% increase in sales.
Launching a direct mail or other print marketing campaign is no small task. Ensure that you focus on the things that will give you the greatest opportunity for success.