GAMADA 33

MARKETING ADVISOR

Your logo here

ISSUE THIRTY-THREE

Print Powers Social Media

also in this issue:

• Boost Effectiveness, Save Money!

• Separating Mars from Venus

GRAPHIC ADVISOR

Your logo here

ISSUE THIRTY-THREE

Print Powers Social Media

also in this issue:

• Boost Effectiveness, Save Money!

• Separating Mars from Venus

Print Powers Social Media

While the two may compete for your dollars, in terms of accomplishing your marketing goals, social media and print marketing can be highly symbiotic.

Let’s look at five ways print can help your social media strategy...

1. Print drives traffic.

3. Print reinforces the message.

desk for weeks. Your brochure

When developing a relationship with

Consistently, studies show that reinforcing

might get pinned to a bulletin board

your audience, you speak to them how

your message through multiple channels

for months, even a year.

they want to be spoken to, right? If your

increases brand awareness, heightens

audience wants to interact with you

engagement, and

in today’s marketing world, but there is a

through social media, you must first drive

boosts response

reason that print remains the bedrock of

traffic to your social media sites.

rates. The

successful marketing. In its ability to connect

combination of

the traditional and online worlds, it is a

doing just that. Whether it’s direct mail,

print and social media,

powerful springboard to e-media, including

store signage, or company invoices, print

along with other traditional and digital

social media marketing. It’s also a way to

just might be your target audience’s first

media, is far more effective than using

extend relationships offline. Make the online

exposure (and link) to your social

social or online media alone.

contact, then send a follow-up brochure.

media presence.

4. Print adds credibility.

Make an appointment and leave full-color,

Survey after survey shows that consumers

eye-catching sales materials behind.

Print can be a powerful vehicle for

Encourage

“either or” proposition. Understanding

Twitter. Add QR

media. In fact, a

when and where to use each medium is

codes that take them to a mobile version

survey conducted by

the key to better results.

of your Facebook page. Prompt them to

Ball State University’s

post creative uses of your products or

Center for Media

services on Pinterest.

Design in coordination with ExactTarget

2. Print broadens your reach.

found that even 18- to 34-year-olds

Unless you’re marketing specifically

are more likely to be influenced to

to young adults or a highly tech-savvy

make purchase decisions based on

photos ©istock.com

T

than they trust online

ower Behin P d he

Media ial

follow you on

c So

still trust print more

everyone in your database

think again.

Using print and social media isn’t an

readers to

audience, you cannot count on

If you think social media and print marketing are competitors,

Social media has an important role

email and direct mail than social network marketing.

being reachable through

5. Print has staying power.

social media. Print

Your message on social media might

broadens your reach so

stay for an hour. If you’re lucky, it

that you are covering a

might stay for a day before it gets buried

wider swath of demographics.

under the avalanche of other social media

As the old adage goes, “Don’t put all of

messages. Print has staying power. Your

your eggs in one basket.”

direct mail piece might live on someone’s

2

3

Three ways you can save marketing dollars while actually improving your results.

Boost

Cleanse

Effectiveness, You might equate saving money with choosing less expensive paper or printing less, but it’s really about targeting and

Save

optimization.

POD models in the

What percentage of your mailing

more specifically. You might tailor

following categories:

list actually gets delivered? Do you

your message by gender. You might

• Generic documents

know? According to the United

offer different products to homes

with annual usage of less

States Postal Service, 30% of

falling into different levels of

than 5,000 pieces

bulk mail never gets to its

household income. You might send

destination because the addresses

different offers and incentives to

are undeliverable.

current versus inactive customers.

with annual usage of less than 1,000 pieces

Even if you don’t have

keep your mailing list up to date

demographics available in

on a regular basis. Run your list

your database, we can help.

shelf life or usage history has

through the United States Postal

Demographic information can be

been established

Service CASS certification to verify

purchased very cost-effectively. Talk

• Items that change frequently

that addresses in your list are

to us about adding variables that

• Materials about to enter back-

deliverable. Run it through NCOA

help increase the relevance of your

(National Change of Address) every

marketing message.

six months.

There is no sense spending

• New pieces for which no

order status

Print

on demand.

These are simple steps, but

If you’re still in the habit of printing

they can have profound

“in bulk” to save money, it might be

results. Even if you are

time to think JIT and POD. Today’s

in the rare minority of

offset and digital technologies

those not looking to save

allow you to print on demand

money on print marketing,

(POD) or just in time (JIT) so that

keeping your database up

you are placing much smaller orders

to date, segmenting and

into target markets.

more in line with your actual needs.

targeting your marketing

Segmenting your database and

As you do, your marketing power

messages, and moving to

targeting your message to different

goes up because you can keep your

a real-time inventory and

demographic groups within your

materials up to date without having

print management model

target audience decreases your

to use up old inventory first.

should be part of the best

print runs while increasing your

In a recent article, Target

money to print and mail documents that have no chance of getting where you want them to

Divide

photos ©istock.com

• More complex documents

One way to save money is to

rates go up!

on your print marketing and increase your marketing effectiveness at the same time?

groups, you can speak to each one

to its destination, your response

Did you know that you can save money

cost-effectiveness of

your database.

go. When more of your mail gets

Money!

By dividing your audience into

response rates.

Marketing suggested evaluating the

practices of every company’s marketing program.

4

Separating Mars from

When

it comes to designing and

d e v e lo p i n g yo u r p r i n t c a m pa i g n s , d o

Venus

yo u ta k e t h e g e n d e r o f t h e r e c i p i e n t into account?

Separating Mars from Venus

If

not, you should.

Let’s look at some of the differences that

on social interaction and you can see

they can get in and get

you might want to keep in mind when

why, in a study titled, "Men Buy, Women

out. If they can find the

developing your next brochure, postcard,

Shop," researchers at Wharton's Jay H.

product and check out

or poster.

Baker Retailing Initiative and the Verde

in less than five minutes, that

Group found that women tend to focus

might be a key selling point!

Prefrontal cortex — larger in women.

The prefrontal cortex is the portion of the

less on specific products and more on

brain that regulates emotions. According

the shopping experience itself. They also

that consolidates information from

Nielsen NeuroFocus, the

short-term to long-term memory.

parts of the brain that handle

This part of the brain is larger

intuitive reasoning and regulate

in women. As a result, women

worry are also larger. As a result,

retain a higher level of nuance in

women tend to respond more

emotional detail. Men, on the

to messages that are more

other hand, have a larger parietal

social, empathetic, and verbal.

lobe, which means they tend to be

on the page? A woman might

better at spatial perception. That

"Men Buy, Women Shop"

respond marginally to a

more images and less text. Men

new style of athletic shoe. But

found them more likely to be influenced

aggression), which means appealing to

show her an image of another

by sales associates. This means your

their natural competitive instinct will get

woman wearing the shoe to

marketing goals may be achieved simply

more results.

by getting your female audience into

Print has a unique opportunity to appeal to gender differences because of the tangible, emotional (while also functional) appeal of the medium of ink on paper. So use those benefits, along with knowledge of some of the key gender differences, to make your results soar!

take a morning run with her husband or a friend, and her brain is more likely to engage.

Corpus callosum —larger in women.

photos ©istock.com

translates to better results with also have larger amygdala (more

postcard showing a

those differences affect the way we think and respond to marketing messages.

The hippocampus is the part of the brain

to Dr. A.K. Pradeep, CEO of

What might this look like

Research shows that the brains of men and women are organized differently, and

Hippocampus — larger in women.

the store.

Men, on the other hand, are more product- and mission-focused. They

The corpus callosum has been described

also tend to respond very strongly to

as being like an “eight-lane superhighway”

utilitarian aspects of shopping, such as

connecting the right and left parts of the

product stocking and the ease of parking.

brain. Because women generally have a

This means you might want to give men

larger corpus callosum, they tend to be

enough information to make a purchase

multi-taskers. Combine this with the focus

decision before going to the store so

64

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and your company. One or two small paragraphs about you and your company. One or two small paragraphs about you and your company. One or two small paragraphs about you and your company. One or two small paragraphs about you and your company. One or

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W

Preventing Customer Attrition Does Not Have to be a Cagey Business

hen we think about personalized, data-driven communications, we often think about boosting sales. Why not? It’s a highly effective use for 1:1 (personalized) printing. But there are many other uses of 1:1 printing that can boost your bottom line, too. Are you taking advantage of them?

tracking its customer activity levels. When

2 Find out what happened. Find out

it got too large to do this by hand, it

what’s happening and how they feel about

invested in software that detects likely

your company, products and services.

customer churn by tracking drop-offs in

Send them a personalized survey via

volume or revenues. The software then

personalized URL. Or send a hard copy

sends the company an alert so it can

survey in a personalized card.

address the issue right away—before it’s

3 Respond quickly. Respond to their

too late to get the customer back. Using

feedback in a timely manner. Let them

this proactive approach, the courier

know that you appreciate their input. Send

service has been able to reduce its

them a personalized coupon or other

customer attrition by double digits.

incentive of immediate relevance to them.

Whether you are watching customer

4 Nurture the relationship. Once

churn manually or by using specialized

you’ve prevented a defection, nurture that

software (or just reacting to irate customer

relationship with other personalized, relevant

One of those ways is using the more

phone calls), you can use 1:1 printing as a

communications to keep that customer close

intimate, personalized nature of 1:1

powerful tool to reduce customer churn

and build their loyalty over time.

communications to reduce customer

and boost your bottom line.

attrition. According to Attrition Busters,

The risk of customer defection can

1 Make personal contact. Talk to each

be a scary thing. But handled correctly,

it costs the average company eight

customer personally. Make them feel

customers on the verge of defection can

dollars to replace every one dollar lost to

that they are more than just a name in

become your most loyal customers if you

customer attrition. If you could use data

a database.

handle the situation right.

to hold onto your customers longer, that has both an immediate and a long-term

The Top Four Uses of Customer Data

impact on your profitability.

Customer attrition is different from is about keeping your existing customers happy. Customer attrition is the actual defection of those customers. Preventing attrition (also called “churn”) is something

47% 47% 46%

that is often done on a highly targeted basis based on the likelihood that a

20%

customer will defect.

One courier service, for example, used to anticipate defections by manually

photos ©istock.com

Understanding customer value/ profitability http://preemploymentscreeningarticles.infocubic.net/2007/02/24/the-real-cost-of-customer-attrition/

Crafting marketing messaging

Creating up/ cross-sell offers

Source: 1to1 Media

customer retention. Customer retention

Pricing

8