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Blog posts tagged print

Is print dead?

February 05, 2014 by Guest Blogger

Is print dead?/letterbox with a red door background{{}}With the popularity of online advertising and email as marketing channels, the low cost of delivery has made the allure of e-media powerful. But it’s leaving many marketers asking, is print dead?

We get a staggering amount of digital communication each day, and every message is easily replaced by the next tweet, email or status update.

Print, however, is tangible, high-impact and high-ROI — and it stands out in today’s increasingly cluttered online universe. Direct mail provides a tactile response that stimulates the senses, creating more positive brand associations and making the communication more memorable. And it’s impervious to spam filters.

But it’s not about abandoning one for the other. By merging the digital world with the world of print, the success of both increases.   

Print marketing: the secrets of success

In order to get the best return on your investment, your print marketing should contain these three elements: 

  1. A targeted message: You need to know your audience. It won’t matter how well-designed or creative the direct mail piece is if the message isn’t targeted and appropriate for the audience. Using the customer’s name to customise each piece of mail is a good start, but don’t stop there. Use search and purchase history to customise images based on the individual’s interests, gender, occupation, and point in the buying cycle. For instance, if you know a person has already made a purchase, follow up with a personalised piece that directly refers to her recent behavior.
  2. A compelling message: You need to understand your customer’s needs and present a compelling solution and reason to act. How does your message help your customer or prospect? It needs to be extremely clear why and how she should contact you. This correlates with the personalised message we just talked about. In any follow-up correspondence thanking the customer for her purchase, you could include an offer to refer a friend, a reminder to purchase a complementary item or flag up an upcoming sale.
  3. An interesting or interactive format: Your print piece needs to engage the customer with images and messaging that demand interaction. This can be achieved through innovative folds, personalised messaging and attention-getting post-press finishing, such as foil stamping, die cutting, embossing, UV coating, metallic inks, scratch-off and dimensional mailers. For instance, Kohl’s has had success by sending postcards with scratch-off coupons and Staples distributed a back-to-school piece that featured a die cut stapler that doubled as a coupon.

The companies that are the most successful at integrating print into their marketing mixes are masters at crafting a cohesive campaign across all marketing channels with personal, relevant materials.

Andrew Field is the ceo of PrintingForLess.com.

No such thing as bad publicity

February 19, 2010 by Avinash Patil

Alien_Advert

While there have been many horror stories about how damaging negative publicity can spiral out control there is a school of thought that says any publicity is good publicity. The fact that your business is getting any media attention (albeit negative) is good as it raises you profile and is better than not being talked about.

I work for Empica PR and we have been involved in managing publicity for a controversial ad campaign by the heath and fitness club at Cadbury House. With so many people wanting to lose weight following the festive period theclub's marketing agency launched an integrated campaign in the first weeks of January to inspire people to join. It focused on an image of an alien with the tag line 'When the aliens come they will eat the fatties first' and was used across newspaper advertising, banners, leaflets and poster sites.

From a PR perspective we at Empica recognised this issue could be controversial though we could not predict exactly how it would unfold. We were keen to create discussion to increase exposure for the campaign. As it happened several people complained about the ad being offensive and discriminatory to over-weight people. The local press picked up on the complaints and carried our official statement from Cadbury House telling our side of the story and how it was meant in good humour – although with shock tactics aimed at those who had over-indulged at Christmas.

Often when a negative story appears the PR agency works hard to keep coverage to a minimum, in this case we positively encouraged it to snowball. It appeared in the Daily Telegraph, Daily Mail and on BBC radio. Now we had a story running we used online techniques to encourage debates about the pros and cons of the advert with bloggers. At this point we were being contacted by Sci-fi sites in the USA and gym manager Jason Eaton was even interviewed on Australian radio station, 4BC!

The ad campaign sparked one complaint to the Advertising Standards Authority – who dismissed it out of hand; most people joined the debate taking the advertisement as it was intended – as a piece of good natured humour. There were hundreds of comments online with people expressing there opinions. Our stance was it certainly was not meant to offend and the fact it features an Alien shows it was tongue-in-cheek.

As part of the overall strategy I also launched a social media strategy involving Twitter and Facebook to maximise publicity online. Part of this included a competition over Twitter where they gave away free memberships to the first 25 retweeters. The memberships went within the hour.

Social media gave this campaign a whole new dimension and certainly assisted the propagation of it worldwide. It provided another avenue for people to share their opinions about the issue and contribute to the discussion. Although certain aspects of the campaign were planned, we believe the real value of social media is to act fast and take advantage of opportunities.

This campaign is still growing and evolving. An initial seed was sown resulting in some negative publicity but the story continues to provide 'food for thought' as you can see from the video below.

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