Are you doing these things to maximize your print ROI?
Get your targeting right
The best offer in the world is going to bomb in front of the wrong audience. Planning is everything – make sure your campaign targets the right audience. It is critical to think through what success looks like for your campaign: how much revenue do you want to generate, how many new leads are you aiming for, how much product do you want to shift?
Your audience consists of the people who have a problem you can solve, and who will pay you money to solve it. To get the most out of your print ROI make sure you know who these people are and build your campaign around them, their needs, their language, and their lifestyle.
Customers respond well to seasonal offers, and that goes for how you are presenting as well as what you are selling. Tie-in colors and format to the season or high profile events such as The Stanley cup to attract attention.
Research trends and insights to predict what will be playing on your audience’s minds, which might not always match the season.
Make it Easy For Them
If you are asking customers to visit your store, making it easy for them to get there, with a simple map including your address, hours of business and days off.
And make it easy for them to say yes. Use a clear copy to spell out exactly how your product or service will make their lives better. Then make it even easier for them by offering incentives, such as a discount or an early bird bonus.
Offer a solution to your clients problem; while you’re in their hands and you have their attention, help them. A promotional postcard is nice, a promotional postcard with a discount card, industry insight or an irresistible invitation is even better.
Build trust and credibility by being as valuable as possible, increasing the likelihood your target will act, and improving your print ROI. If you can personalize the value – even better (see below).
Variable printing allows you to personalize beyond the basics. Address your target by name, rather than ‘valued customer’ – research shows that this makes a huge difference to your print ROI, with a recent study finding that 98% of recipients prefer their mail to be personalized.
Variable data printing also enables you to further segment within your main campaign, focussing your offer to suit the demographics, location or purchasing history within your target audience. Your lead will feel like more than just one of many and will be more inclined to say yes.
Clean Your Customer Data List
Dirty data is expensive. So don’t launch a campaign without a data cleanse first. Get rid of duplicate or incomplete records, make sure your opt-outs are removed. As well as being wasteful, landing in the wrong mailbox can damage your brand.
Integrate with Follow-up Call Campaigns
Cross-pollinating across digital and print is a massive win for your print ROI. Use QR codes to drive your target to websites or social campaigns with no fuss, reinforcing your brand statement both in the digital and real worlds.
Use outbound calls to follow-up on your print campaign. Outbound call centers can double response rates by reminding your target of your offer and prompting them to take action.
Looking to make more of your print? Get in touch for a no obligations chat with our creative team to see how we can help boost the effectiveness of your designs.