From die cutting to layout design to client personas, there are a lot of different aspects to print advertising that a company needs to understand before they can start a campaign. If the company doesn’t understand the inner workings of print marketing then how can they expect to get the best results? Especially with the world of PR and marketing dynamically expanding at such a rapid rate, channelling one’s marketing efforts can be really challenging. There’s so much to consider, such as whether or not to keep using traditional methods, going digital or perhaps even trying a combination of the two.
To give us some exciting insight into marketing, Precision Printing summarised an 82-page report by Royal Mail MarketReach, covering The Life Stages of Mail.
The featured age groups include:
Fledglings – Young adults living with a parent.
Shared house residents – Adults living in shared accommodation (with no partner).
Couples – Adults living with their partners only.
Young families – Family structures living with one or more children at home (primary age school and younger).
Older families – Adults living with children (in the further or secondary education phase).
Empty nesters – One adult or two adults living as partners whose children have left home.
These are the numbers in relation to respondents who:
Visited a store as a result of direct mail
Young families – 31%
Older families – 27%
Couples – 22%
Shared house residents – 18%
Bought or ordered something as a result of direct mail
Young families – 30%
Couples – 26%
Empty nesters – 26%
Fledglings – 23%
Shared house residents – 22%
Paid more attention to an advert sent through the post
Young families – 11.1%
Older families 11.3%
Couples – 9.3%
Shared house residents – 6.8%
Refer to information from mail when online
Young families – 15.2%
Couples – 12.2%
Shared house residents – 9.7%
More likely to trust something received through the post
Fledglings – 32%
Couples – 26%
Shared house residents – 15%
Look for more information online after seeing something in print
Couples – 16%
Young families – 16%
Shared house residents – 9.2%
Print advertising should be tailored to encourage people to come in store. If you’re going to encourage a purchase via direct mail, the best approach would be to push your most popular / most valuable products. You’re more likely to make a sale this way.
You’ll definitely have more of an impact and get your message across with print ads, so print is worth investing in, but for smaller budgets print should be saved for that one big message you want to get across as part of your annual budget. Print carries with it the perception of being more trustworthy, so there’s added incentive not to neglect it. You may have a predominantly digital strategy, but making that first contact with a prospect by post is a great way to build the type of trust that can be translated to the online space.
A landing page should be set up to which your print marketing is directed. Make your message a strong, but simple one, with a short URL displayed to entice people to find out more info should they need it.
Precision Printing’s Enticer range has been created as a form of marketing which drives even more engagement, making effective use of unusual sizes and optimised costs.