Objective:
– How to make print media work for your business.
– Focus on how it’s is cost effective, how mail campaigns can be set up to go out the exact customers your looking to target, etc.
In the past two decades marketing has certainly entered another realm entirely with advances in the internet, email and social media. The majority of companies have made the shift over to the online world to both spread and collect business, and though the online world is a great place to advertise and campaign, many forget the most tried and true way. A way that in fact is STILL more effective than any of its counterparts on the web.
Contrary to popular belief the print business is still very much alive.
So much so that some businesses are actually returning to it, hoping to find better results than their online campaigns. The problem with the online campaigns is that it worked so well for a few years when it was still a fresh system, but as more and more people joined the internet, and as more began to receive constant email volleys of spam, we all became desensitized (for lack of a better term) and its effectiveness fell greatly.
Today the response percentage for online adverts is an astounding 0.12%. That is just over one in every 1000 people that an avert sent electronically can successfully hook. The percentage of snail mail responded too?
3.4%. That’s almost three and a half people out of every hundred, not thousand.
So why is mail still such an effective tool? Here are some of the reasons.
Print media can work for every business.
The simple fact is that no matter what you sell, no matter what service you provide, that thing can easily be marketed and used in a mail campaign. There are too many services online that sell the exact same thing in the exact same way. People ignore everything they see in their inbox that is not related to work or personal life. Most emails today even come prepared with software that stops many advertisements from getting to the potential customers.
With print, there is no problem like that. Everything you send gets straight to the person you sent it to, without filter. You can directly target your potential clients, and expect them to actually receive what it is that you send.
Ironically enough, it is unique.
Since today so many businesses rely only on the web, there is an empty market where once there was only one market.
Most people don’t get print mail these days, so when they do it’s almost nostalgic and certainly stands out from the rest of the campaigns fighting for their attention. Not to mention that when you push something physical into the hands of a customer, it is far more effective than if you were to send a simple email.
Most things that come in the mail are also important, bills, contracts, files, etc. Which is why when people go to get the mail, they are far more attentive than they are when they scroll through their email. They will find and see the add in print, when they would not find its counterpart in the digital world.
You can be extremely precise.
Sending mail lets you target potential customers far more accurately than the internet does. It lets you send your print to people with likeminded interests, people that are therefor more likely to buy your product.
Your campaign will be visible.
More people are inclined to open mail in their mailbox than they are in their inbox. Campaigns that are utilizing print can also take it a step further too.
As soon as a potential customer opens a letter, you have a chance at getting their support and their business. The key is getting them to open what you’re sending out, and with print, it is far easier to do. For instance, when a sender places an object in the envelope, however small, it can be felt through the paper. The great thing about this is that curiosity drives business, and when a potential customer is curious enough to see what it is they feel through the paper, they are now reading your mail. Hence why people are far more inclined to find and read your print advert than they are your email.
Credibility.
There is a legitimacy about print that cannot be denied. There’s just something about it that makes it so much more ‘real’ and understandable than any email could ever be. The reason people feel more inclined to follow through with a physical page is because even as we advance to becoming a more digitalized world, people can’t help but trust print.
Among an abundance of other compelling reasons, these are some of the causes behind why print is undeniably alive, and has yet a role to play in the business future.
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