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The Art Of The Leave-Behind: Why Print Collateral Will Always Have A Place In Marketing

POST WRITTEN BY: Adam Wagner – Chief strategy officer and partner at Raindrop. We believe in the power of human connections and helping clients build relationships.

Click HERE for original post from www.forbes.com

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Antiquated. Outdated. Unnecessary. Ask an inbound-only marketer about print collateral, and these are the words you might hear in response. Meanwhile, marketers who see the big picture are using creative, conceptual leave-behinds to put a bow on their brand experience and make a tangible impression. With digital becoming the more prevalent marketing medium, there are moments when a high-touch piece of print collateral can make a surprisingly profound impact. Why?
Print Is Primal

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Why 1:1 Print Beats Online “Targeting”

    If you want to communicate quickly and inexpensively, online marketing can be a powerful tool. But if you want relevant marketing communications that consumers truly respect, then try your personalization in print.

In a survey of more than 1,200 people conducted by Zussi Research for ad:tech London, for example, 69% percent of respondents saw traditional advertising as relevant to them. By contrast, only 45% saw online marketing as relevant. Respondents also described online marketing as “chaotic.”

This data reflects how misdirected and intrusive ads can create a high level of annoyance, even when those efforts are targeted.

Compare this to print. Mailing databases tend to be more accurate and their targeting more focused. Personalized print earns consumers’ trust and respect. Consumers also appreciate the purposeful investment print requires in the marketer’s relationship with them. It creates a sense they are valued.

What does this mean for you? While it’s important to expand your marketing to create a comprehensive multichannel marketing strategy, it’s important to remember that digital channels should be additive to print marketing efforts, not a replacement.

If you want better targeting, don’t make the mistake of replacing print, just personalize it!

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5 Reasons Print Stubbornly Refuses to Be Replaced

No matter how frequently marketing gurus prophesy the demise of print, and no matter how loudly and publicly they do it, print marketing remains the bedrock of any successful multichannel marketing program. Let’s look at five reasons why print is here to stay.
  1. It’s just prettier. It doesn’t matter how gorgeous your JPGs are; a beautifully printed piece will blow away your screen graphics every time.
  2. You can’t avoid it. When you communicate by email, recipients can’t see beyond the subject line until they open the message. With clear envelopes, windows, and exterior envelope printing, you start communicating your print message as soon as the piece arrives in the mailbox.
  3. Print is one of many touchpoints. Today’s complex marketing environment requires multiple touch points. According to the Online Marketing Institute, it takes six to eight marketing touches to generate a viable sales lead. Repetition is critical, and print is a critical channel in the mix.
  4. Print influences buying decisions. Marketers once thought that with the growth of e-commerce, printed catalogs would fade away. History indicates otherwise. Surveys find that consumers who receive printed catalogs are more likely (in one study, twice as likely) to make online purchases at the retailer’s website as those who do not.
  5. Consumers trust print more. Open your e-mail. How much junk email do you receive? Unless it comes from a known brand, people are skeptical of claims made by email alone. Print carries greater weight and authenticity than digital marketing. People continue to trust messages communicated in print.
Print marketing remains irreplaceable in today’s “what’s in it for me?” world. While e-marketing is a necessary component in any multichannel marketing campaign, print carries benefits that online channels just can’t touch.

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When Is Personal Too Personal?

One of the benefits of 1:1 marketing is the ability to increase the relevance of each communication by making the message more personal. By using the information you already know about the recipient, you can communicate on a more intimate, 1:1 level. But this approach can also be misused. Individuals and businesses are very protective of their privacy these days, and rightly so. Customers want to know that their data is not only safe but that the marketers they do business with won’t misuse it. What are some first steps you can take to ensure that your customers and prospects know that you care about their privacy?
  • Include an official privacy statement in your information-gathering materials.
  • If you are collecting data, include a notice of physical and data security procedures and a promise of confidentiality.
  • When personalizing your marketing messages, don’t disclose overly personal details (“Hey, Bob! Ready to default on that sky-high mortgage?”).
  • Be transparent. Provide full details about what respondents have to do to receive any prizes or promotional items.
  • Follow all opt-in regulations, including double opt-ins for email lists and providing the option to opt-out of future marketing contacts.
  • Assure that respondents’ information will not be sold to third parties.
Privacy standards, both in print and online, are always evolving. So stay abreast of the discussion. Talk to your customers to find out any other concerns and address them. The more you can assure your customers that their personal information is safe with you and that it will be used appropriately, the more you will win their trust.

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