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Commentary & Analysis

Dimensional Mail and Influencer Marketing: 2017 Dynamic Duo

This post looks at the importance of influencer marketing and the role dimensional mailings can play in supporting it. Encourages MSPs to help their customers develop targeting techniques to help their customers get products into the hands of key influencers using dimensional mail.

By Heidi Tolliver-Walker
Published: January 17, 2017

As an increasing number of digital presses have the ability to print larger formats and on heavier stocks, this has opened the door more widely to dimensional mailings for companies of all sizes, including small and mid-size companies, as these campaigns have become cost effective in shorter runs. Combine this with another emerging trend—influencer marketing—and you have a dynamic combination.

What is influencer marketing? It’s getting people with high levels of influence to be talking about your product or service. As “Forbes” put it, it’s like walking down the hallway in high school and overhearing the “it” girl talking about her favorite brand of jeans. Now you know what you need to be cool—that brand of jeans.

Influencer marketing is akin to celebrity marketing because celebrities are influencers. However, not all influencers are celebrities. If you’re selling auto parts, for example, influencers might be the owners of the highest volume shops in key selling regions. If you’re a cosmetics company, it might be the most active social media personalities in your target market.

Each influencer has the ability to reach hundreds, if not thousands, of others on your behalf. Get your product into the hands of influencers and they will spread the word for you. No wonder influencer marketing is exploding. Consider these stats compiled by Acorn:

  • 51% of marketers believe they acquire better customers through influencer marketing.
  • 88% of customers trust online reviews by strangers [influencers] as much as they would recommendations from friends.
  • 84% of marketers said they would launch at least one influencer campaign within the next twelve months.
  • Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.
  • 59% of micro-influencers think Instagram is the most effective social media platform to engage their target audience.

As influencer marketing grows, dimensional printing becomes an even more important part of the marketing mix.  Social media helps influencers spread the word once they’re on board with your product, but to get them there, it takes samples and physical interaction with your product. That means traditional marketing.

Dimensional printing, with its ability to deliver both the marketing message and product samples, is a powerful vehicle for getting influencers on board. Does it cost more? Yes, but the value of winning an influencer is greater than winning a single customer. When influencers are carefully chosen, the ROI can be tremendous. 

As an MSP, these steps should be high on your “to do” list for 2017:

  1. Understand the dynamics of influencer marketing so you can educate your customers.
  2. Encourage customers to make the investment in data analysis so they understand exactly who their best customers are and what influences them.
  3. Help them identify key influencers in those target markets.
  4. Develop marketing campaigns, including product and sample delivery, to reach those influencers.
  5. Create experiences, not just marketing messages. Use AR or QR Codes to deliver video and product experiences alongside the samples.

Do you have other ideas for combining dimensional printing with influencer marketing? Please share!

Heidi Tolliver-Walker Heidi is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”


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This copy is for your personal, non-commercial use only. Our Reprint Service offers presentation-ready copies for distribution to your colleagues, clients or customers.