Well, last week we discussed a big and sometimes intimidating portion of print marketing: blogs and social media. I would actually encourage you to reread that post, jot notes, follow the blogs I mentioned or download Matthew Parker’s course on print and social media (you can find that by clicking here), You may also Tweet me at @protheropress with questions or ideas that you may have. So, after covering those two major subjects, let’s discuss something simple that you can do today, right now.
Promotional materials are also referred to as “leave behinds”, or chotchkies: things like pens, pads, mugs – anything that has your brand on it that you can send out or leave with the prospect or client. There are many online companies that provide these services, and it’s as simple as providing your logo and it’s on there. There are some materials that you can do in-house, specifically note pads, or calendar pads (8-1/2 x 11″ with lines and even 3-holes drilled along the side with that year’s calendar on the other side – great for meetings!) The intent with promotional materials is that you can give them out, and they will be used regularly by the prospect or client, literally keeping your name in front of them on a daily basis.
There are wonderful programs out there, such as MailChimp, or Constant Contact, that allow you to do mass emails as well as other tasks, keeping your name in front of your prospects and clients. Many of today’s Customer Relationship Management (CRM) programs have emailing marketing capabilities (for example, SalesForce allows you to do mass emails in HTML right from the program). But like all marketing, you need to have a message that is pertinent to your mail list, generic enough, yet specific as to the point you wish to make. Finally, the “Call to Action” must be strong, and compel the reader to not only OPEN your email, but read it and then respond. Now, let’s look at a way that you can combine your own capabilities as a printer with email marketing.
Cross media is blending print with online marketing, by using direct mail, Personal URLs (PURLs), and then follow up email, to drive a campaign or promote your business. The benefit of cross media is that it has several touch points which reinforce each other, and then can be modified as the campaign continues. Usually it starts with building the campaign in your CRM, and developing a direct mail piece that has some “call to action”, such as a PURL that encourages engagement. The prospect or client goes onto the PURL, which takes them to a personalized landing page or microsite. From there, you could have something as simple as data collection for a random prize, or something that will encourage them to take the survey or fill out the data. After a short period of time (a few business days) you then send out an email to the “non-responders” to encourage them to click on the PURL in the email, and then respond. But do NOT let it stop there. Develop a companion piece to mail out to all the non-responders and begin the cycle again. The beauty of cross-media is that it engages or contacts each recipient on many levels: print; online; social media; and email. It can also be modified as you see fit in order to adapt the call to action. And the ultimate benefit is that by becoming an expert at cross media marketing, you can then turn that around and sell it as a service you offer.
Marketing your printing company should be a never-ending blend of methods, touch points and efforts to engage your prospects and clients. Next week will look at other ways to market your print company, using case studies, educational materials and seminars, and then online storefronts.