Retargeting With Print
More and more, we are hearing about print personalization, or variable data printing, to achieve higher response rates and better ROI. But does personalizing by name, geographic location, or demographic information really make that much difference?
Consider the research:
of consumers are more likely to buy from a retailer that recognizes them by name. (Accenture)
of consumers say that personalization influences their purchase decisions. (Infosys)
of consumers say personalization makes them more likely to open a direct mail piece. (InfoTrends)
Companies are collecting various data points about you and using this information to customize your experience, commonly known as retargeting. When you shop online, you are asked to register so that the site can greet you by name. Cookies follow your every move so that when you return, the page views are customized to your purchase or viewing patterns. At the grocery store, your receipt is printed with coupons based on the items you just purchased. When you receive mail from your financial advisor, it contains information only on those funds in which you have invested or that are relevant to you based on your past investment history.
Consumers—all of us—are used to being marketed to on a 1:1 basis, even if we don’t think about it this way.
Personalization has become so ingrained in our experience that we barely realize it anymore. If you aren’t incorporating personalization into your print marketing (as well as your email and other digital channels), you are out of step with marketing’s cutting edge.
Be on Trend With Your Marketing Spend
Before you prepare your next advertising campaign, it's important to know where and how to allocate your resources. We've compiled data* and hot tips to help you put your money where your patients are.
*Source: Target Marketing, Inc., Marketing Mix Trends between 2010-2016.
The direct mail marketing machine continues to crank with 69% of respondents either increasing or maintaining their use of it during 2016, a level comparable with results from the past five years. Only 6% cut back their direct mail budget—the lowest such level in half a decade.
Hot Tip: Be sure you’re tracking your response and ROI with your direct mail campaigns. To optimize performance and increase response, start by mailing your customers first.
62% percent marketers surveyed said they don’t use inserts (Package Inserts, Free-standing Inserts, etc.) at all — the highest level in half a decade. The drops could be reflective of large declines in print circulation levels as publishers encourage subscribers to purchase digital editions.
Hot Tip: Cut the lowest performing channels from your marketing plan and are-invest those dollars in areas that are producing a higher return, like SEO or Social Media.
Search Engine Optimization is a must for an organization's well-being. Tactics like updating your website and improving keyword density will increase your website's page rank. Borrell, a media research firm, estimated that expenditures will climb from $65 billion in 2016 to over $79 billion in 2020.
Hot Tip: Be sure to budget enough to win in your local market with organic search. Ask your provider for a monthly performance report to see how many leads the site is generating, and how your keywords are performing.
Social Media is about engaging with your customers, making it an essential component of your marketing spend. Since 2012 it's been a leader for expenditure growth with 80% of marketers having increased or maintained spending levels.
Hot Tip: Develop a strategic marketing plan for your social media presence today. More and more consumers are actively using social sites, making it a great way to reach your customers at a relatively low cost.
Online ads are another asset to the savvy marketer. Consumers' internet usage has increased exponentially. Marketers using online advertising (ads on outside websites, apps, etc.) jumped from about 1/3 to 1/2.
Hot Tip: Enable granular IP testing by using cookie-less methods such as IP Display. This will increase response by sending display ads to the home devices of mailing recipients.
Promote the National Manufacturer Offer
The national manufacturer offer is here! Showcase these attractive specials and more to drive new installments with BlueWing’s Fall Newsletter Campaign. Personalized, engaging and full of soft-sell content, this piece wins time and time again.
Direct Mail Campaign Includes:
- Co-op Approved
- List Management
Average Response To Customer List: 2-3%
Call us at (866) 275-5615 to start your personalized campaign.
FUN FACT: People are moved by color. Response time is 56% faster when messaging is printed in color, according to The Pantone Institute.
"I’ve been with BlueWing for 3 years and I really enjoy the challenge of designing across the different industries and brands we support. I use a creative balance of functionality and visual impact for all my projects. I find it very rewarding to collaborate with clients and our internal team to deliver a client’s vision and a successful campaign."
Market Smarter With BlueWing
BlueWing is a marketing company that specializes in both direct mail and digital direct marketing methods for your HVAC business. No matter what your budget is, we can help create a marketing plan that best serves your needs and keeps your brand in the most impactful channels.