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Investing in the Value of Print

As reaching consumers across multiple channels becomes more difficult, marketers’ budgets are rising to meet the challenge. This article explores how print service providers can add value to the overall marketing strategy through investment in core print products, analytics, and digital integration.

By Jennifer Bergin
Published: April 27, 2017

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Jennifer Bergin joined InfoTrends in November 2016. In the course of her career, she has directed marketing for a number of firms, including BlueSoho, Brown Printing Company, and Eastman Kodak. She is an active member of the community and has served on a number of Boards of Directors.

 

Discussion

By Gerhard Maertterer on May 02, 2017

Indeed it's not easy, to educate our customers and prospects on the new role of Gutenberg's medium in the times of Zuckerberg. Because our big customers often installed separated units for Online, Mobile and Print.

We have to tell all these units: "Leave tunnel vision behind!". And we try to actively mediate the conversation between oftentimes differing viewpoints and then work with our customers to find the best possible way for all channels to interact. That's not a 100m-sprint, that's a marathon-run.

In other words: If CRM and tracking have brought our customers closer to their end-customers, they can fine-tune their approach to them in print too. Print personalisation supports storyselling in many e-mail marketing scenarios and even crosses channels. To give you an example, here is what we are teaching e.g. to the e-mail unit:

1. ADDING TO RECIPIENT DATA.
By using different channels, you can focus the profile depth of your recipient data. Work with incentives to get more relevant information.

2. BOUNCE MANAGEMENT: RE-ACTIVATE E-MAIL ADRESSES
Reactivation campaigns are low-cost when e-mail marketing is employed with support from real-time printing. For example, with a campaign that regularly sends postcards with personalized content to recipients who can no longer be reached by e-mail. The postcard invites recipients to sign up again for a newsletter.

3. PUSH RECOMMENDATIONS OR NEXT BEST OFFERS.
Individualised and personalised print products can support online cam-paigns by providing incentives to buy at several points of contact.

4. MOTIVATE CHECKOUT BOUNCES WITH INCENTIVES TO BUY.
While an e-mail affords the opportunity to address checkout bounces with existing opt-ins, an instant postal reminder for this promising target group taps additional high potential.

5. PRINT MAILINGS SUPPORT E-MAIL CAMPAIGNS
An automated print mailing that follows up on an e-mail campaign improves conversion rates. It can be tailored very individually to every single customer on the basis of clicks and buying habits.

Even the longest triathlon begins with a single step. Let's travel together with our customers!

 

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