The New Year is the
perfect time to rethink your print marketing strategy, revamp your messaging,
and refresh your brand. This requires an understanding of the role traditional
ink on paper plays in a time when technology adoption and digital delivery are
reshaping marketing and customer engagement.
1. Invest in customer retention. We all know that it costs less to keep the
customers you have than to capture new ones, so keep your customers engaged
with a consistent multichannel marketing plan. Maybe you’ve abandoned a print
newsletter for an e-version, but your email is getting lost in the inbox and
anti-spam legislation is creating new challenges for deliverability. Mailing a
newsletter, particularly one that uses variable data to deliver a personalized
message, is a great way to keep your company top of mind.
2. Get to the point. Your customers have more choices and less time
than ever before. Rewrite your copy to tell consumers why your company is the
only real choice. Change rambling copy into a powerful, focused message.
3. Be the customer. When you take a step back, are you engaging
customers at the right time through the right channels? The way content will be
created, delivered, and consumed in 2017 isn’t the same as it was only a few
years ago. Is it worth your prospect’s time to follow you on Facebook or
Twitter? When they scan the QR Code on your direct mail piece, are they landing
on a page with a specific call to action?
4. Freshen up. If you’re anticipating a change in management, introducing a new
product or service, or celebrating a significant business milestone, consider a
brand refresh. With slight revisions to your branding elements and positioning,
you can preserve your brand’s existing equity while infusing new energy into
your offerings.
Need help navigating
the increasingly complex world of print marketing? Let us help you get 2017 off
to a profitable start!
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