|The Role of Print in
Print is the foundation of an increasingly complex cross media environment.
Consumers are enjoying more connectivity and control than ever before. This
requires a fresh look at your creative approach, value proposition, media mix and
budget— not only the cost of individual elements of a campaign, but also any
required investment in technology and training. A clear strategy is essential for
success, building on the fundamentals of marketing: understanding your customers
and meeting their wants, needs and desires.
Identify the purpose of each tactic. The idea isn't to throw
every cool new technology into the mix; it's to combine the components in such a
way that the result is a successful campaign based on reach, frequency and
response rate. Establish contact by mailing a customized postcard, letter or
self-mailer that drives the reader to a personalized URL. Offer the option of
connecting to the site by either entering a Web address or scanning a QR code.
Here the respondent can sign up for an email list and find links to your Facebook
and Twitter accounts, opening the door to regular communication. Make sure
content is consistent in message, look and feel across print and digital
Move beyond simple demographics. It's tempting to use basic
information, such as gender, age and income, to guide your marketing efforts. Go
a step further to understand what your prospects care about. Today's consumer
wants to be an individual, not a segment. The more personalized an offer is (the
right message delivered in the right way), the more inclined the target audience
is to respond favorably.
Measure your success. The diverse spectrum of media options has
created an intense demand to demonstrate return on investment. How will you
define success? Connect each element of the cross-media campaign to a reasonable
target. For example, state that the direct mail piece will drive a certain number
of hits on your website, and the website will entice a defined percentage of
visitors to request more information. This, in turn, will result in a specific
amount of new business.
The convergence of print, online, mobile, and social media empowers consumers to
respond in the way they prefer. Keep an eye to the future; be ready to embrace
the next innovation that will give you one more option for delivering relevant
content to your target customers.