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Survey: Top Takeaways for Print Use

Every year, Target Marketing conducts its Media Usage Survey. In this survey, the magazine asks how readers are allocating their budgets, which channels are increasing and decreasing, and which channels readers prefer for a variety of activities, including acquisition and retention.

While this survey is not projectable to marketers at large, it does give us critical insights into the larger trends. Let’s take a look at three trends you need to know. 

1. Marketing is multichannel.

One of the biggest takeaways from the survey is how multichannel marketing has become. When it comes to acquisition, for example, 83% of respondents are using email, 69% are using social media, 68% are using online advertising, and 58% are using direct mail. This reinforces both the importance of print and the need to incorporate a variety of channels to hit targets wherever they are.

2. Print remains a critical channel.

The biggest growth is in digital channels like social media and mobile. However, print continues to hold its own—even grow—in its importance to companies’ overall marketing and branding efforts. According to the survey, Target Marketing readers plan to allocate 28.5% of their budgets to print this year. This includes spending on direct mail, magazines, newspapers, and circulars. This grows to 33.9% when you include space advertising like billboards and signage.

Direct mail, in particular, is on the rise. For acquisition, the percent of respondents using direct mail has risen from 54% to 58% between 2015 and 2016. For retention, the percentage using direct mail has risen from 51% to 55%.

3. Print delivers strong ROI.

When asked which marketing method delivers the strongest ROI, direct mail was also strong. For acquisition, 16.3% of readers thought direct mail delivered the strongest ROI of all channels. For retention, 14.6% thought it was the strongest. In both cases, direct mail was second only to email in terms of perceived strength.

Want help incorporating direct mail into your next multichannel marketing campaign? Give us a call!

3 Reasons Print Matters After All

Maybe it’s the thinning volume in the mailbox. Maybe it’s marketers’ drooping results after focusing on e-marketing as a replacement for print. Whatever it is, we’re seeing it more and more. Marketing experts are talking about the benefits of keeping print in the mix.

Most recently, Marketing Profs published an article titled “7 Reasons to Use Print to Win More Business.” Here are three of them. If you want more, you can click through to the rest.

1. Print still has authority. Digital marketing is cheap, and people know it. There is something about putting a brochure, a physical coupon, or a direct mail piece into their hands. It carries weight.

2. Print is gaining a following. Marketing Profs pointed to studies that show that the younger generation is still attracted to print. “Magazines, for example, based on particular subjects, from fashion through fitness, have seen an upswing in younger readers, age 18-24 years.” We might also point to the return of print catalogs this past holiday season after retailers saw lagging sales with digital-only marketing.

3. Print keeps your focus. Readers get easily distracted using digital media, and they lose focus on the message. Whether it’s college students doing their studies, a casual reader at home on the couch, or a targeted recipient reading a piece of direct mail, print holds attention and promotes recall more than digital media.

These are just three of the reasons, but you get the point. (Read the rest of the article here.) Digital media have their place in a well crafted multichannel marketing campaign, but they don’t replace print. Want results? Keep print in the mix!

 

DIRECT MAIL USE IS INCREASEING

Survey: Direct Mail on the Rise for Customer Acquisition & Retention

Every year, Target Marketing conducts its Media Usage Survey. In this survey, the magazine asks how readers are allocating their budgets, which channels are increasing and decreasing, and which channels its readers prefer for a variety of marketing activities.

While digital, social, and mobile media continue their astronomic growth trajectory, this year’s survey finds that direct mail is holding its own, and strongly. In particular, direct mail is growing for customer acquisition and retention.


In 2015, 54% of Target Marketing respondents were using direct mail for their customer acquisition efforts. In 2016, this rose to 58%.
In 2015, 51% of Target Marketing respondents were using direct mail for their customer retention efforts. That has risen to 55% today. 


Why is direct mail growing for acquisition and retention, even in the face of consumers’ love affair with digital and mobile media?

1. Email addresses go out of date very quickly, and mobile phone numbers are not always easy to get. Once you have a physical address, however, you can maintain contact with that customer for a long time. Even if people move and don’t provide a new address, you can get address updates from the U.S. Post Office through the National Change of Address (NCOA) service.

2. Even when someone has opted out of phone, email, and mobile contact, you can still reach them by postal mail. Direct mail is powerful and proven effective for re-engaging customers who have dropped off your email list.

3. In a world of electronic media, the physical mailbox is a powerful open door. When a well-designed mail piece shows up in a customer’s or prospect’s mailbox, it doesn’t get lost the way emails in the saturated and highly filtered inbox do.  It gets noticed right away—and nearly always read.

Want help using direct mail to break through the clutter and get attention? Give us a call!

Survey: Direct Mail / Print Delivers ROI

Survey: Top Takeaways for Print Use

Every year, Target Marketing conducts its Media Usage Survey. In this survey, the magazine asks how readers are allocating their budgets, which channels are increasing and decreasing, and which channels readers prefer for a variety of activities, including acquisition and retention.

While this survey is not projectable to marketers at large, it does give us critical insights into the larger trends. Let’s take a look at three trends you need to know. 

1. Marketing is multichannel.

One of the biggest takeaways from the survey is how multichannel marketing has become. When it comes to acquisition, for example, 83% of respondents are using email, 69% are using social media, 68% are using online advertising, and 58% are using direct mail. This reinforces both the importance of print and the need to incorporate a variety of channels to hit targets wherever they are.

2. Print remains a critical channel.

The biggest growth is in digital channels like social media and mobile. However, print continues to hold its own—even grow—in its importance to companies’ overall marketing and branding efforts. According to the survey, Target Marketing readers plan to allocate 28.5% of their budgets to print this year. This includes spending on direct mail, magazines, newspapers, and circulars. This grows to 33.9% when you include space advertising like billboards and signage.

Direct mail, in particular, is on the rise. For acquisition, the percent of respondents using direct mail has risen from 54% to 58% between 2015 and 2016. For retention, the percentage using direct mail has risen from 51% to 55%.

3. Print delivers strong ROI.

When asked which marketing method delivers the strongest ROI, direct mail was also strong. For acquisition, 16.3% of readers thought direct mail delivered the strongest ROI of all channels. For retention, 14.6% thought it was the strongest. In both cases, direct mail was second only to email in terms of perceived strength.

Want help incorporating direct mail into your next multichannel marketing campaign? Give us a call!

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Relationship Marketing

1:1 Marketing Is Relationship Marketing!

 

What makes 1:1 printing work? What turns an average marketing campaign into an outstanding success? Is it the graphic design? Is it the mailing list? Is it selecting just the right variables like income, age, or gender? Those things are important, but there is one ingredient that trumps them all. Relationship.

 

At its core, 1:1 printing is “relationship marketing.” Relationship marketing is an approach that focuses on nurturing long-term customer relationships rather than focusing exclusively on the short-term sale.

 

What might this look like in your business?

 

Say you are a local, family-owned hardware store. Normally, a customer walks in, does his shopping, and you make yourself available to answer questions and recommend products. You hope that great service, quality merchandise, and your employees’ wealth of project expertise will hold their loyalty. You might have special promotions or discounted merchandise in a bin at the front of the counter.

 

But what might this look like if you decide to implement a proactive relationship-marketing program using 1:1 printing?

 

When a customer walks in, you smile and greet them, but you also ask if they would like to be on your mailing list for your newsletter, “Tips for Shop & Home.” If they say yes, you collect their name, address, and critical information for personalizing content, such as whether they rent or own, whether they have children and their ages, and any specific home needs such as a garden, pool, or workshop.

 

Once a month, you send out a personalized newsletter addressing each customer by name. You also customize the content, providing weatherizing tips, suggestions for ongoing home maintenance, and relevant offers based on what you know about their property. If they garden, you might offer planting tips and discounts on seeds, berry bushes, or garden mulch. If they have a pool, you might offer maintenance tips and discounts on pool supplies.

 

Because relationships are about interaction, you may want to create excuses to open dialogs with your customers. This might include an occasional customer survey, feedback form, or customer contest (such as best recipe using home-grown vegetables or best home workshop project). This creates an interaction between you and your customers that makes each person feel valued and gives them a stake in their relationship with you. At the same time, it gives you more information to further personalize future mailings!

 

That’s relationship marketing—and it’s one of the factors that makes 1:1 printing great.   

 

We love a good story, Let us help you tell yours.  BizPrint.com

208-338-9746.

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