Dear Fellow Marketer:
So much has changed – and continues to evolve – for those who are tasked with generating
new business while keeping current customers engaged, informed and loyal. Lining up the
right communications channels and strategies with the preferences of your target markets
can be, well, a moving target.
One proven performer that has stood the test of time is print. Surveys have shown
that people continue to prefer paper-based media. In one study by Two Sides, 70% of
respondents (including 69% of 18- to 24-year-olds) said that they “prefer to read print and
paper communications rather than reading off a screen.” The majority of respondents (67%)
said that paper is more pleasant to handle and touch than other media. That’s no surprise
– especially with today’s “touch me” textures and finishes that draw attention and build
connections.
On
page 2
, see some of the ways we can help you add impact to your printed pieces with
interesting cuts, folds and eye-appealing finishes. The longer you can keep your printed
materials in someone’s hands, the more likely they are to read … and remember your
messages.
Sometimes, it’s the images and words that capture attention. On
page 5
, we’re sharing a
case study that supports the power of variable data printing (also known as “one-to-one”
marketing our messaging) for more relevant campaigns that consistently outperform more
generic, one-message-fits-all versions. Ever-advancing technologies make it within the reach
of small businesses and nonprofits to personalize print campaigns with recipients’ names
and even their purchase or donation history and preferences – when you have collected and
maintained that type of information.
One way to gather more of that valuable data via a print campaign is by including
a web component. Beginning on
page 6
, learn how you can incorporate a campaign-specific
landing page, for example, that allows you to use an online lead capture form as a means for
your direct mail recipients to request your special offer or more information.
And finally on
page 12
, we’re sharing some of the cost-saving ways we can help you stretch
your printing budget without sacrificing results. Of course we’re unable to fit all of our tips
here; just let us know what you want to achieve and we can help you get there!
Until next time,
Gasper Lipari
255 York Blvd.
Hamilton - 905-528-2999 x11
P.S. Please ask us for a copy of our new FREE idea book,
HIGH-IMPACT Print
.
It’s packed with
inspiration and ideas to “amp up” your printed materials to be more personal, interactive and
relevant!
