Perhaps you’re partial to print communications or devoted to digital marketing. Smart marketers don’t limit themselves to one or the other; they employ both for peak performance. In fact, 76% of small businesses say their ideal marketing mix is a combination of print and Web-based efforts.
Multi-media marketing programs produce better results than single-media campaigns – and often significantly so. Econsultancy research shows that consumers reached through multiple channels spend three to four times more compared to their single-channel counterparts.
As appealing as that sounds, there is no magic to the recipe. Improved response rates occur when the offer is something that’s wanted and arrives at the right time.
Adding personalization in print or with a Web-based component enhances the likelihood and perception that it is speaking to the needs of the individual recipient. This is the basis of relevant marketing.
There are other benefits to making your print more interactive and personal. Web integration can enhance your lead-capture efforts. You also can gain greater intelligence on what motivates your customers to sharpen your approach in identifying those with similar profiles who don’t yet know of your products or services.
You Go, GURL!
When making an offer in your print campaign via direct mail, on a poster or in a magazine or newspaper ad, suggest that readers respond to it on your website. Better yet, create a campaign landing page unique to the promotion. General URLs (GURLs) are often employed to announce a sweepstakes, highlight a promotional offer or extend an invitation to a special event.
By combining print plus a GURL, readers gain a fast and easy way to respond to your appeal. Consumers like this! According to the Direct Marketing Association, 42% of direct mail recipients prefer to respond online. Of course you, too, will realize some benefits. One beauty of a GURL is that you’ll learn quickly which prospects are responding … and which ones aren’t.
GURL power also enables you to collect more data more readily. The names, addresses, phone numbers and other information that visitors enter on an online response form can go straight to your database for quick response and further nurturing.
Give PURLs a Whirl
A PURL stands for personalized URL or web page. So instead of requesting that readers respond to a GURL (e.g., HometownHardware.com), you might ask John Smith to go to JohnSmith.HometownHardware.com. A personalized landing page enables you to greet John (and others) by name as well as individualize your message and offer.
Obviously, a personalized appeal is not possible when combining digital with mass media such as posters or print advertising, but it’s readily achievable with direct mail campaigns created with variable data printing. Database driven, these efforts enable you to address recipients by name and with messaging and images that can reflect the target’s gender, interests, purchase history and more.
Campaign tracking is also enhanced with PURLs. For example, you’ll know instantly when John clicks on JohnSmith.HometownHardware.com and responds to your offer. Response rates for a non-personalized mail piece in a lead nurture campaign are typically 2-3%, according to the Direct Marketing Association. They leap to over 8% for lead generation and to 28% for loyalty campaigns when personalization is employed, reports Caslon & Company.
There’s evidence, too, that personalized URLs are considerably more effective than general URLs. Some Internet sources report that PURLs drive 20-40% more Web visitors than GURLs.
QR Codes Drive Interaction
Readily scanned by many smartphones and tablets, QR, or quick response codes, are distinctive-looking barcodes that are appearing on more and more printed materials – from brochures to direct mail to point-of-purchase displays.
QR codes offer marketers more flexibility when combining print and the Web, often delivering increased response rates and higher sales. By scanning QR codes with an app-enabled smartphone or tablet, consumers can instantly call to their screens the types of information you’d like them to see … and they want to have. Some ideas?
• Coupon for immediate, in-store savings
• New product or service announcement
• Short behind-the-scenes or product how-to video
• Customer satisfaction survey with instant reward
• Special event sign-up
Buyers say they appreciate the convenience of a scannable code. Eighty-three percent of North American consumers are aware of QR codes, and 47% of those have used their mobile device to scan one, says Brand Spark International.
Opportunities and Challenges
For all the benefits of increased performance, lead capture and customer intelligence you can gain by enhancing your print marketing with Web integration, be aware of some best practices.
When using different media, for example, ensure your visual identity remains consistent across all. Similarly, you’ll want integrated messaging. Each element of your marketing campaign should work to achieve your ultimate goal, whether it’s a special offer that introduces a new product or service, an invitation to a sale or trade show, or some other objective.
Such efforts toward consistency and integration can be complicated if you rely on multiple resources, such as one specializing in digital and another that’s handling print and direct mail.
If you’re responsible for the performance of your organization’s marketing communications, having a single-source provider can save you time and stretch your budget while improving the consistency of your messaging.
When you’re ready to supercharge the power of print with digital integration, we hope you’ll let us know.
