VARIABLE DATA PRINTING IN THE MODERN ERA
When delivering a message to clients, there is always something that will stand as a valid question. How do I attract the client’s attention to my message? The answer a lot of times is within ourselves. If we think about it enough and position ourselves as a client, what is one thing we appreciate in a message from a company or service provider? Well studies show that 31% of U.S. adults within a wide range of industries prefer to receive unique customized messages.
Consider Combining the New With the Old for Successful Marketing Touches
Think of the direction the world is moving towards today. Everything is digital, according to AdWeek, 28% of the time users spent online is used for social media networking. What does this mean for us? It’s simple, our society craves for personal relationships, personal engagement, and personal communication. With programmatic buying and native advertising, personalization has found a way to drive engagement in various types of media, all targeting the places where your customer spends most of their time.
One of the many observations for companies today is that they shouldn’t just be using social media as a channel to spread corporate messages, but instead they should add to those efforts and leverage it in ways that engage the audience in genuine two-way conversations.
In tying your social media and online efforts with traditional media such as printing, you will achieve a higher level of trust among your customers. Not only will you promote your message wherever they are located, but you will have a variety of touch-points in your arsenal.
IF YOU’RE ONLINE MARKETING EFFORTS CAN BE PERSONALIZED, SO SHOULD YOUR PRINTED MEDIA
If your online marketing efforts can be personalized so should your printed media. Instead of delivering a single message to 20,000 customers, consider using variable data printing (VDP), which allows you to deliver 20,000 unique documents with customized messages for each customer within your targeted audience. VDP uses your database as reference to edit text, graphics and images from one printed piece to another. It allows you to deliver personalized pieces without slowing down or stopping the production process. For instance, a set of personalized letters, each with a similar layout, can be printed with a different name and address, exponentially increasing your chances of prospecting and bring clients towards the end-goal of your sales pipeline.
In addition, much like emails and social media ad campaigns that are used for retargeting purposes, variable data printing offers the ability to have a direct connection with the client through a personalized message and if used appropriately through tracking down your customer’s digital activity, pin-pointing their zip-codes and sending a direct mail piece can be the critical factor between closing a sale or ignoring your product through the thousands of ads consumers see every day. Having them interact with opening an envelope is something that you’ll know in most cases will happen, especially if the envelope says PRIORITY MAIL on it. SmallBizTrends states that 70-80% of consumers open almost all their mail, while only 45% of those consumers open their emails.
With this in mind, I hope that I’ve been able to give you some clarity as to how personalization is critical to establish a unique connection with your customers. Always remember that we are all in the business of establishing personal relationships that can lead to profitability.
If you would like more tips and strategies to improve your brand awareness, digital marketing, direct marketing efforts or if you seek traditional printing and personalization I would be more than happy to assist you. I am proficient in both B2C & B2B Marketing & Advertising.