The Power of Print for Retail

Don’t let the ease of digital marketing let you underestimate the power of print. Direct mail provides a visual way to get in front of a consumer without all the digital noise. The printed circular is a format that still has the biggest reach despite the fact that its use by marketers has been declining. NCH has reported that eighty percent of coupons redeemed came from traditional print media. Consumers are still being influenced by traditional print communications.

Direct Mail

A direct mail piece taps into the tactile senses and provides another level of engagement. Printed material provides a tangible source of information that conveys reliability. Consumers, especially Millennials, like to receive direct mail as an alternative to on screen ads which they admittedly scroll past without viewing.

With data-driven segmentation, direct mail allows you to target the correct audience for your product without wasting print on unqualified leads. Using inkjet technology, physical mail can be designed with several areas of personalization and targeted messaging leading to a call to action. Snappy special effects and unique shapes can be used to capture interest. Mailers can drive consumers to online stores and websites for further information and purchasing. While the physical store can be represented, consumers often opt to purchase via a direct link online to the product for delivery.

Omnichannel Marketing

This omnichannel marketing, where several forms of marketing are used for the same channel, should be seamless across business lines. Content should be consistent between the physical store, the website, the app on the phone, the catalog and social media. Take time to walk in your customer’s shoes as they navigate through the channel. Each piece should be complimentary and provide simple access to purchasing or contact with the business. Using an omnichannel approach keeps the customer engaged longer and provides maximum ROI.

Printed material is an important part of the omnichannel approach. Marketers are looking for accuracy and speed from printers, while solutions should be transparent and flexible, and still provide efficiency and be cost effective. Print houses must be able to work with marketers to obtain these objectives. T/O Print has invested in state of the art digital printing with variable data services to be able to customize a program tailored specifically to fulfill the needs of companies using an omnichannel approach.

Successful Campaigns

T/O guided a small online retailer in testing a mailer using a number of segmented lists. The retailer saw an increase of 24% ROI and recognizing the value of direct mail, expanded to over 4 million pieces. For another company, T/O designed a solution using geotracking and a customized personalized message for loyalty customers. This campaign was wildly successful. The company experienced a 53% increase in revenue and 626% ROI. Simply identify the campaign objectives and T/O has the resources, talent, technology and experience to work with decision makers and design an attention grabbing, effective campaign.

Looking at different forms of marketing communication, print has the best chance of being effective. The average office worker receives 121 emails per day; consumers are exposed to around 4,000 to 10,000 digital ads per day; while the average household receives only 5 to 10 pieces of mail per day. Most people at least view each piece of mail before deciding to keep or discard it. With segmentation using accurate data, a physical mailer directly to a consumer in your targeted audience is ten times more likely to be read than an email and 1,000 times more likely to be read than a digital ad. With special effects and attractive design, physical advertisements are the most likely form of advertising to reach and influence your customer.