6 Ways Your Printer Can Help Your Business
Marketing print service providers should help your business:
- Drive additional revenue
- Improve marketing results
- Extend reach
- Reduce administrative costs
- Manage print budgets
- Maximize effectiveness with integrated marketing
Revenue: Print is an integral part of a company’s marketing. Whether it’s simple business cards, brochures, or channel materials, all print contributes to increasing sales. Print yields the highest response rates of any marketing channel with direct mail being the lead performer. Print service providers should be sharing the latest methods to highly target your best prospects, engage and grow your current customers, all while minimizing the cost. Successful companies have latched onto the automation available to drive communications which are highly personalized and targeted.
Email has been an extremely popular channel for obvious reasons – the perceived low cost of execution, and the ability to drive and measure live engagement. With digital printing and technology integrations, businesses are realizing the power of personalized communications through direct mail. Triggering email is easy, print shows a dedication to your clients and prospects.
Results: Print is on the rise, and the reason is simple. Email campaigns have been showing diminishing returns for the past year. Businesses are abusing their email lists, and the consumers are demanding more and more tools to block unsolicited or less important emails. The developers of email clients such as Gmail and Outlook are creating separate inboxes for social, promotions, clutter and other non-priority emails. The result is continuing declines in email opens and click-thrus. Print is always delivered and always seen, touched, and experienced. Combining the power of personalization, behavior triggered print communications and direct mail creates a powerful, results driven campaign.
Sales teams are all about lead generation and nurturing. Unfortunately, companies oftentimes lose touch with prospects because of changes in the sales team or because the sales team simply doesn’t maintain consistent outreach. Automated print campaigns continue the lead nurture effort, and the results are evident – more engagement and greater revenues.
Oftentimes, clients are our best prospects. Be sure your current clients learn about your new services and are enticed to engage even more with your brand. Don’t hope that the ‘blast’ email actually lands in the inbox and gets an open. Know for sure that a high-quality piece lands in their hands and provides a personal experience.
Extended Reach: Direct mail continues to be the best method to reach new potential customers. The ability to acquire highly targeted lists still remains possible in the direct mail world, while email lists increasingly become difficult to both acquire and build. Connecting with thousands of new targets can be instantaneous with direct mail, but it can take months to build even incremental email lists. Every business needs to have new and accurate targets.
Direct mail improves your email campaign effectiveness. The ability to guarantee the reach is why direct mail is the best compliment to email campaigns. Marketers use the same personalization and customized communication techniques with direct mail as they can with email. Those specific products a prospect viewed, their abandonment of a shopping cart, and much more of their behavior can alter a print piece’s content. Thus, making the use of direct mail a seamless extension.
Reduced Administration: The print needs of a company range from the simple business card to brochures and marketing materials. But, the management of decentralized buyers, storage and location of materials, and even the ordering process can create unnecessary administrative time and challenges. Web2Print portals help businesses reduce the burden of design fees, eliminate delays due to proofing and changes, and even protect brand presentation. These tools are great for expediting print orders, managing the various distribution channels needing your print, and of course, automating the personalization process. Companies with multiple locations and multiple internal clients using print will benefit greatly from Web2Print portals.
Budget Management: Technology in the print world has changed the game. Short run digital reduces print obsolescence while meeting urgent delivery demands. Inventory management is easier with robust utilization measurement. And, the ability to target prospects and existing clients with great accuracy of predicted results decrease costs at the same time as revenue.
Marketing Integration: Print providers are a major part of marketing. When print marketing service providers and your marketing team work together the results can be amazing. The teams can collaborate on the cost per outreach and predicted response rates to determine the best multi-touch campaigns to implement.
Both teams are using and seeking data. Data can be a challenge. Everyone knows the fun of managing data on spreadsheets. Perhaps that’s not ideal, but it does work. TAG’s experts can help you analyze and produce usable data whether from spreadsheets or professional systems. And, if you utilize any applications for e-commerce, CRM, or other data collection tools, be assured we can integrate with that data for automated campaigns. Take advantage of the power of two teams collaborating and maximize marketing plan effectiveness by integrating your campaigns.
Learn more about how marketing print service providers can help your business achieve its goals by reaching out to TAG today.