We’re all now bathed in online messages for most of our waking moments, and their power is undeniable. However, contrary to what many marketers and business owners believe, most consumers still rate print media and direct mail amongst their most trusted sources of information. A comprehensive study by Australian firm Experian Marketing found that consumers value print media (70 per cent) and direct mail from the brand (60 per cent) more highly than many other information channels. One reason is that print advertising and marketing gives the perception of a bricks and mortar business, and so appears more trustworthy (seems we still trust real world experience just a bit more). Interestingly, it’s also been shown that businesses which use a variety of communication methods are actually more successful. A recent Harvard Business School study reported that retailers using cross-media marketing (utilising both online and offline communication) were more profitable than those that use only one channel for promotion. Multi-channel messages resulted in consumers spending 3-4 times more than single channel customers. If it’s so easy, how could I fail? The 8 tools that are coming up are just that. Tools. If you don’t have a strategy to use them effectively, you’ll just be throwing a different type of mud against the wall. The planning and thinking that happens before you start are almost always the difference between luke warm results and success.
- Understand your target audience If your initial message doesn’t get their attention first up, it won’t matter how exciting your next step is.
- You must have a call to action So much print marketing merely presents facts, but doesn’t ask for action. Your printed message is just the first step in the process. Give them a compelling reason to go to your website, call you, or visit your office or store.
- Make the next step easy Short URLs, QR codes and vouchers all make action quick and simple.
- Be relevant to the reader People now get so many marketing messages that they are actively disengaging with brands that send them irrelevant or unhelpful information. Don’t be one of them.
Regardless of the method of delivery, 76 per cent of consumers say they only actually read communications if they are personally relevant. Everything else gets deleted or thrown away.
5. Consistency counts There is no point in creating a brilliant piece of print marketing if the next step gives an entirely different impression. So when they click to your website, pick up the phone, or arrive at your counter, make sure you’re living the brand there too. So here they are – 8 surprising ways to drive traffic to your website (or your phone, shop or office)
- Direct mail Used to a well targeted list (probably created by you), mail communication has high level cut through. We all know there’s less snail mail around now – so your letter or card will be an event.
- Networking tools Networking is a fabulously effective marketing strategy for small business owners. But more often than not, it can be a big waste of time. How do you ensure you’re the one who’s remembered? A quirky business card, or a special offer voucher, or a small format brochure or postcard that demonstrates your process and value could be your point of difference when you’re working the room.
- Share the love Partner with a business that sells to the same people as you. You could create vouchers with an exclusive special offer just for their customers, advertise in their printed newsletter, or suggest cobranding some really useful information sheets, for distribution to both your audiences.
- Catalogues No longer just for direct selling, printed catalogues can drive both web and store traffic. Even for web only buyers, they can boost conversion, and increase the likelihood of second and further orders. It’s an easy step from reading a catalogue (preferably with a compelling extra offer insert such as limited time free delivery) to ordering online with a special offer code. (that way you can track what worked).
- Brochures Is your brochure boring, generic and all about you? Has the offer that will have the reader itching to go straight online gone missing? If so, you know what to do.
- Printed information with your product Every time you deliver your product or service, you have a chance to sell again, whether it’s a leaflet packed with a physical product, information added to your invoice, or a postcard included with take-away information.
- Events How often have you visited a trade show stand, or business event, and seen exhibitors with little or no information to give people who actually might be ready to buy? If you’ve invested time and money in an event, don’t let it end when they walk out the door. Have a brochure, or series of targeted postcards, or a voucher, with a reason to go straight to your website, even before they get home.
- The Thank you card What happens after you’ve made a sale? Posting a thank you card or letter will make most people sit up and take notice. Yes, it might be old fashioned, but that’s one of the reasons it works.
If this post has spurred you to take action with one of these trust building tools, the next step is easy Call Vivienne Kane at ExcitePrint on 1300 907 399 or email viv@exciteprint.com.au to find out how you can implement any of them in your business.
