5 quick hints to remember when you are doing a print marketing campaign.
- Design is everything – Don’t be cheap on your design as it will cost you more in long term. Go with a custom freelance designer or a branding agency with a strong emphasis on good design. There are many “digital marketing” and “web design” agencies that offer a brand graphic creation for your print marketing campaigns but these are absolutely terrible. Ensure you find someone with good reviews and emphasis on conversions.
- Link your print – To your other marketing campaigns. Tom did a good campaign on linking print to seo, you can also link it pretty easily to social too.
- Distribute correctly – Don’t try and “JUST send” your leaflets. Ensure you have a strong research campaign so you can find the most targeted leads and areas for your campaign. Research prospects carefully and use the saved money on DESIGN!
- Target – Target your audience correctly. This includes the design: colours, simplicity vs information and also your distribution which includes time of delivery, how it is delivered, presentation and who it is aimed at. Personalised print (outside of the food industry) gets only a 1% response rate on average, whereas semi-personalised prints get nearly 5%, obviously this is more expensive and takes more time but the conversion rate increases must make this useful!?
- Calculate profitability – Always use your research and optimisation to calculate the ROI and how profitable a campaign with be. Conversions are everything if you spend £10,000 but expect a ROI of 200%, this is a successful campaign. But if your predicted conversions we wrong, you will end up losing money that could have been used in other marketing material.