Cross Media Direct Marketing:
Printing is a channel that establishes credibility like no other, and as such is a vital component in direct marketing campaigns.
Literally anybody can send an email at no cost, how does the prospect understand that the company communicating with them is reputable?
If you're serious about the message you are trying to communicate, if you think the product or service you're promoting is worthwhile, if you really mean it, then print it.
That's not to claim that print should be left to function on its own, all the media play a vital role in moving the customer from initial awareness through to purchase, multi channel marketing which includes print as part of the mix with email, and personalised landing pages (PURL's) has been proven to yield better responses by up to 35% over using any one channel in isolation.
That's why Precision are the first company in the UK to invest in Direct
Smile's latest software development which enables us to deliver a fully integrated cross media campaign all under one roof, and all handled by the same internal Account Manager.
There is no better way to demonstrate how an integrated campaign would work than to watch the cross media tour that Direct Smile have developed www.crossmediatour.com. At the core of this solution is Variable Data Printing, enabling every piece of print to be entirely unique. This process utilises the information in a database to drive the variability of each piece meaning you can vary the message to every recipient, enabling truly targeted one to one communication.
A cross media campaign is ideal if you want to increase response rates; gain more detailed customer data; track campaign results and automate marketing processes.
Our solution will provide you with a campaign dashboard giving you accurate and instant feedback on the success of your campaign, enabling you to assess which aspects have given you the greatest return on investment.
To achieve the best results and keep customers engaged, not only is a layered direct marketing approach important, but equally important is having a targeted approach. The key to unlocking the universe is to obtain good quality CRM and then utilise that to send relevant messages to the recipients, blanket mailings are a very blunt instrument and should be used sparingly (but can be very effective in certain circumstances, for instance the door drop of 2009 to give emergency advice about the Swine Flu pandemic). Customers became quite hostile towards Junk mail continuously landing on the door mat; the response unfortunately has been to send even greater volumes of junk email to their inbox's instead.
Let's face it; Junk is Junk, whether it's in the letterbox or the inbox! Nobody wants to be remembered as the brand always being sent to the trash!
Finally, there are two additional key elements which if overlooked could nullify all the good work outlined above. Content and creativity! The key to making a carefully considered message stand out is to invest in creativity of the highest calibre. A great idea cuts through the swell of ill considered paper wasting or inbox clogging noise that bombards us every day, by being well considered, intelligent, memorable and engaging.
To discuss your current marketing strategy and understand how Precision could help by offering a cutting edge solution which makes best use of all the direct media, please contact:
Simon Cooper
Business Development Director.
Tel: 0845 606 4001
Email: simon.cooper@precisionprinting.co.uk
