Tag Archives: Benefits

Benefits of Variable Data Printing

10 Sep
Over the last several weeks, we have talked about Variable Data Printing (VDP). We have looked at list usage, types of VDP, and how VDP impacts marketing. Now it is time to wrap it all up and examine the benefits of VDP.upward trend
In short, VDP allows you to customize and personalize your direct mail marketing campaigns. Using VDP means you can create more attention-grabbing direct mail pieces that appeal to your target market. Here are some benefits to using variable data printing with your direct mail marketing campaign.

Increase Your Return on Investment

By adjusting the content (images and/or text) on your direct mail pieces based on the recipients’ interests, location, family status, or any other piece of information you have on your audience, means your direct mail piece will be more appealing and relevant to the recipient.

According to PODi and DMA data, the response rate of non-personalized mail pieces is 2%, and a personalized piece has a response rate of 6%—that’s a 300% increase.

Making it Easy for Them Makes it Easy for You

Personalize the pieces in your mailing with information pertinent to the recipient such as the address and business hours of the store or person closest to them and you will reduce the number of phone calls asking for this information. Likewise, add mapping and get clients directly to your event or store. Or, depending on the marketing campaign, change phone numbers so recipients can contact the correct people within the company.

Variable Data Printing Supports Online Marketing

There is no denying the overwhelming growth of online marketing. However, the fundamentals of a successful campaign remain the same—successful campaigns are both strategic and tactical. And to that end, a campaign that includes both online and print components will achieve maximum effectiveness.

One of the strengths of online marketing is it’s ability to deliver variable content to individuals based on their behaviors. It’s most often seen with something like Google ads—a car ad pops up after a search for an auto dealer or fitness ads magically appear when you look for “yoga.”

By using VDP, print does the same thing—with better results. Unlike online marketing, a flyer, postcard or letter is tangible and can be kept. What this means is an audience is more likely to spend some time looking at the information you send, be engaged, and respond to the call to action.  And, importantly, once engaged, they will hop over to the digital platform for more information or to place an order. It’s a multi-channel experience.

Tracking

Finally, one of the greatest advantages of using variable data printing is the opportunity to track response rates more efficiently. VDP allows for unique barcodes and coupon identification numbers to be placed on communication pieces which provides marketers with an easier and more efficient way of tracking your results.

To recap, audiences are becoming more adept at tuning out boring, old traditional marketing campaigns. In fact, 74 percent of consumers get frustrated and turn elsewhere when marketing content has nothing to do with their interests. By personalizing your material to your target audience, you can increase customer engagement and response rates and, ultimately, your ROI.

The Benefits of Social Media Done Right

13 May

Last week we wrote about common misconceptions and difficulties companies face when starting a social media campaign, and if one were to only read that post it might seem like we’re anti-social-media.  We’re actually very pro-social media – as long as it’s done right.

When done correctly, social media can be an extremely effective promotional channel, and it even offers unique uses that reach far beyond the scope of traditional advertising.

(Note: most of the benefits listed below are dependent on the existence of a healthy social community)

Personal Referrals 

Hearing about a great new product from a friend is much more likely to make you go try it out than seeing an ad on TV.  If your fans are actively involved with you, and become invested in your brand, word will get out to their friends.  The end result: you get extremely effective referrals.

In a similar manner, as you build relationships with your audience, YOUR suggestions and promotions can become personal referrals.  As you invest time and effort into getting to know them, your suggestions begin to carry more weight.

Use it, don’t abuse it.  Too much self-promotion will do more than just ruin the relationships you’ve worked so hard to build; it will scare others off and keep them from engaging your brand in the future.

Increase Visibility

Social media posting can increase the online visibility of your brand, through link generation and simply by having another site to promote the brand.  Google includes links shared on Facebook and Twitter to determine their site rankings, which means that posting the occasional link to your website can boost your search engine ranking, and help generate inbound traffic.

Market Research

This is one of the most valuable and commonly overlooked benefits that social media has to offer.  When you have engaged your target audience and formed relationships with your followers, you can conduct free market research simply by asking them questions you’d like to know the answers to.

For example, if you want to see how your new T-shirt design will be received, simply post a picture of it and ask your followers what they think.  They will be excited to be offered such an “insider preview” and will gladly offer their thoughts and opinions.  A great example of this is Mend Mark’s Facebook page (who incidentally was a client of ours!).

Customer Service

As we mentioned last week, people follow brands on social media in a large part because they want to form a relationship with the people behind the brand.  This concept may sound foreign, but it’s actually nothing new.  How many times have you seen someone call a support line and yell “I just want to talk to a real person!” into the phone?

That’s because as human beings, we want to deal with other human beings.

Starbucks Coffee's fantastic customer service in action!

We don’t want an impersonal, automated

response to our problems. Social media allows you to monitor what people are saying about your brand, and respond to them in real time.  An awesome example of this is Starbucks Coffee’s Twitter page.