Yes, we live in a digital world, however, the world of print is very much alive & doing well.
Let's start by looking at some very compelling reasons why small business owners should consider the tangibility success factor of printed materials as part of their marketing mix:
1. Think of how many business emails you receive during an average business day. If you're like me, probably at least 100 -- or more. But when I receive a postcard in the mail it immediately captures my attention.
2. A US Postal Service survey showed that for every marketing dollar spent on direct mail, small business owners could expect to earn almost $12 in revenue.
3. Author and Huffington Post editorial writer, Sarah O'Leary says that "to reach consumers in the Internet age, sometimes you have to lick a few stamps."
4. Another study proved that more than 75% of Internet users say direct mail influenced them to purchase something online.
5. The workforce is in such flux now that people are not in their jobs as long. Therefore, emailing to someone who is your contact or decision maker may bounce back. However, if you also mailed into the company that person's mail is always routed to someone - making sure your message is delivered.
6. Take-ones, brochures, sell sheets, flyers, press kits & other handouts used in stores, at trade shows, & at networking meetings are the tangibles that make sure people remember you & call.
7. Retail stores get a competitive advantage when there's a banner hanging out in front announcing a special.
8. FedEx Office just conducted a study of small business owners that examined marketing and advertising tools used to promote their businesses: 87% said that printed materials are very effective at driving customers to their business - even if their business was an online one!
9. Catalogs are making a comeback too. Many years ago companies would mail a several hundred page catalog twice a year. Now, online retailers are successfully using pared down catalogs of select targeted merchandise to mail to niche segments within their database.
10. A recent Direct Marketing Association report found that the average cost of acquiring a new customer is more than 2x as expensive using paid search than direct mail.
11. Another finding: retention rates of customers acquired through direct mail are higher than those acquired online.
12. Can't seem to get that decision maker on the phone? Want to touch base with someone you haven't spoken to in a while? Try a custom created greeting card - it works every time!
As you can see, ink on paper messages help break through the digital clutter. Here are some basic Do's & Don'ts of integrating printed messages with your other marketing channels:
DO -
• keep both an email & a snail mail address in both your customer & prospect databases
• follow up bounced emails with a letter or postcard - you can even ask for another email address if the person's company email server blocks marketing messages
• offer White Papers & eBooks from your website & other online marketing channels
DON'T -
• prospect via purchased email lists - is simply too expensive & too risky; use print for prospecting
• rely solely on just one method - combining them will produce better results
• make just one attempt at acquisition - studies show that it takes approximately 3-5 touches for a consumer to make a purchase decision & 9-10 touches for a business to make a buying decision
Often I hear "the minimums are too high," or "it's so expensive." Consider digital printing for these smaller run print needs. Many years ago, the only choice was conventional, offset printing where, yes, the minimums were at least 5000 pieces or more. Now, however, you do have a choice: digital printing.
The following are just some of the benefits of digital printing, including:
• no minimums
• lower pricing
• eco-friendly as there is no quantity waste nor are there any harsh chemicals or solvents used
• conducive to smaller, targeted offers & audiences
• get color for the same price as black & white
Once you've decided to print your marketing message, here are some important things to consider:
Phase I - Design
-If this is your first time going to print with a piece, it is strongly recommended that you speak with a printer before having your piece designed.
-This includes considering size, colors, design software (printers CANNOT use Word docs to print brochures!), type of paper stock for final product & use of the piece to be sure it meets your needs. I once saw a restaurant giving out coated business cards for customers to provide their email addresses on the back of the card. It is utterly impossible to write in ink on coated stock as it smudges!! I suppose that's why I never received any of their emails.
Phase II - Specifications
-Now that you have the design finalized, it's time to get to the nitty gritty details. Here you need to determine deadlines, quantity, & method of delivery (Will it be shipped? Picked up?)
-Ask your printer for a final estimate in writing so there are no surprises. One important item to be addressed is any additional charge for changes to the piece after reviewing the proof. It is not uncommon to realize "Oh, wouldn't it be nice to add...." once you see the piece.
-One note of caution: if this is a mail piece, it is very much in your favor to consult the Post Office to be sure your piece is the right size & conforms to their mailing regulations. For example, if it's a self-mailer brochure, it must be sealed with a mailing wafer; or if it is a postcard there must a blank area for the Post Office to imprint their barcodes.
Phase III - Proofing
-Always request a proof before giving the 'go ahead' to print the entire job. Digital printing allows for a digital proof which can be emailed to you for your approval. I strongly suggest that you print out the proof so that you can actually hold the piece in your hands & use it as if you were the receiver. I have encountered many instances where this did not happen & the piece came out wrong. For example, in the case of a brochure, print it out & staple it back to back, then fold it into the 'real' piece. Only in this way can you be sure to proof it completely & thoroughly.
-There are no dumb questions at the proofing stage. Better to ask than to have regrets once the piece is finished.
-Remember that printers are not responsible for proofreading. So be sure to thoroughly read all text, phone numbers, URLs, addresses, etc. If the final piece is delivered with an error, unfortunately there is no recourse once you have signed off on the proof.
-A further guarantee to be sure your piece meets your expectations is to be onsite during the printing so that you can see the final product. Ask your printer if this can be scheduled.
Phase IV - Delivery
-Not to be overlooked is delivery. Of course, if your printer is local you can pick it up. Some printers offer FREE local pick up & delivery as well. However, sometimes the final product must be shipped. If so, be sure to ask how it will be packed & if you have your own shipping account, provide your account number so the shipping charge isn't marked up.
So, go ahead & print - it's good for your business & for the environment.
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing $olutions LLC
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