Mail marketing

Multi-Channel Leads Marketers’ Strategies

If you like multi-channel marketing, here is some good news. According to a survey conducted by WoodWing Software, you’re about to get more of it.

In a survey of publishers, advertising agencies, and in-house marketing departments, WoodWing found that in terms of their marketing mix, 59% favor a combination of print, web, mobile, tablet, and social media.

Which channels do publishers look to first?

  • 22% favor a print-first strategy
  • 6% favor a web-first strategy
  • 5% favor a mobile-first approach
  • 2% favor a social-media-first strategy

Respondents’ main reasons for using social media? Brand awareness. When it comes to communicating the marketing message, however, print remains king.

Why does print remain the dominant form of marketing? Perhaps for a reason no more complicated than people still like going to the mailbox. Unlike email inboxes, which can fill up with hundreds of emails in a single day, the mailbox delivers a handful of mail that most people enjoy sorting through. It’s like a treasure hunt. You never know what’s in there.

Unlike an email subject line, envelopes deliver interest and engagement before they are even opened. Colors, windows, and on-envelope messaging and personalization all offer forms of engagement. Then there are the benefits of other mailing formats, such as postcards, trifold mailers, and three-dimensional mail, which offer even more engagement.

The takeaway? For best results, use social media for branding. Tap into email for reminders, follow-ups, and short-term offers. But keep print as the foundation and bedrock of your marketing.

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Thursday, February 20th, 2014 Going Postal: News You Need No Comments

Are You Top of Mind?

Quick! Name a soft drink. Chances are you thought of Coke or Pepsi. These beverage giants have spent millions in advertising with the goal of being top of mind among consumers from age five to ninety-five—and they have been very successful at doing it.

Top-of-mind-awareness, or TOMA, is a traditional measure of marketing effectiveness. It strongly correlates to brand preference, which correlates to increased market share. Here are a few ways to achieve “top of mind” awareness in your product marketplace.

Find your unique selling proposition. Consider what makes your company special. Is it market niche? Exceptional service? Highly targeted products and services? Clearly articulate this value proposition to your prospects, and make this value proposition simple and easy to remember.

Be proactive. While a one-time advertising blitz can get your message out quickly to a large number of prospects, TOMA requires a drip marketing approach — a consistent delivery of messaging over time. So keep it coming.

Use consistent branding. Everything from your customer literature to your e-newsletters should have consistent messaging and similar look and feel. One brand, one message.

Use multiple touches and multiple channels. Stay in front of your audience using multiple channels over time. Awareness is based on repetition.

Be useful. Frequency doesn’t have to mean being annoying. You want your customers to perceive you as a provider of useful information rather than an intrusive pest.  Communicate information frequently, but give your audience genuine value each time.

Never before have consumers had so many choices. TOMA should be a top goal of your marketing efforts. It will help customers notice you in a noisy marketplace, increasing customer retention and response rates.

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Tuesday, November 26th, 2013 Going Postal: News You Need No Comments

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