Seeing the quality — New perceptions of paper.
This morning I had at least two dozen emails in my inbox inviting me to visit a website or click on a free download. Usually (and I apologise to the hard working people who send them out here but, hey, you must know this happens from your open rates), I make a snap judgement and delete them. I don’t automatically delete them out of a lack of curiosity or any dislike of the contents per se; I am just very busy, and I get so many.
However, today was a rare occasion where I had a few minutes to spare so I decided to flick through a few of the plethora of messages. Apparently, all of them had content that was vital to the continued success of my business and/or my personal future well-being. Judging from the huge red headlines and clashing colour schemes in some of them they thought the only way to ensure I knew how important they were to me was to give me a colour induced headache.
I don’t want to be unfair here because the email content did vary from well very put together and engaging, through to rather badly considered. However, the point I am making here is not so much about the content of the email as much as how and where it is being used. In fact, email is effective, can generate real interest and become a part of the sales pipe when used correctly and in conjunction with other media such as print.
We have mentioned in previous articles about how the use of print now has a very different role to play in the way your business is perceived by your potential customer. In our experience, email, while it provides a great follow up opportunity from a traditional mailer, is unlikely to have the same impact as the initial print mailer, regardless of whether it is personalised or not.
As usual, it comes down to the right media for the right marketing aim. And of course a clear strategy with an emphasis on communicating and interacting in an engaging and appropriate way.
Print, when done right obviously, equates to prestige and quality. A print campaign with high production values tells your customer that you care enough to produce a focused and long lasting piece of information about your products. It says quality.
Of course, this doesn’t reduce the importance of the digital element, and done well print can act as a gateway to your online and digital presence. Through simple means such as QR codes and website URLs right up to complex print campaigns, printed materials are an essential part of a marketing strategy. Our Mobile Application for Profiling Print (MAPP) is a great example of how all these elements can be pulled together into an integrated whole. MAPP offers the integration of the print and digital worlds connect with the customer directly and provides the insight you need unlock the purchase, and the print element is key to success.
When you look at the number of emails begging for attention in your inbox, you realise that in a glaringly digital world, print could well be the best way to project the quality of your products and services and really kick start a rewarding cross media experience.
