On average, a person sees up to 2,900 marketing messages a day. This includes all of the mail and email they receive, the banner ads they are exposed to online, the billboards or outdoor banners they drive by on the way to work, even the branded items they have at their desk or in their home.
With all of that marketing clutter surrounding them day in and day out, it is important to find a way to leverage the marketing tactics that cuts through the clutter the best: print and mail. The tangible and memorable impact of print works to amplify direct marketing efforts.
Once the message has been initially noticed via print and mail, the recipient is more likely to recognize and remember the message and brand when they see the other marketing media later.
When you leverage the power of print, you give your direct marketing efforts the most strength. Of the 2,900 marketing messages your customers and prospects are going to see today, you want at least a few of them to be yours.
This is why we recommend you set in place a strong omnichannel campaign that amplifies your message across all channels. When you use the same (or similar) creative and repeat the message multiple times, you will create a strong and memorable brand presence.
Here’s how to do it:
Design direct mail that reflects what you are promoting digitally. You can drive them to your website to learn more, where you probably have retargeting in place to help you close the loop. Design print materials to supplement your online efforts. Brochures, rack cards, business cards, etc. should be designed to reflect those efforts. Use the same graphics and taglines that you use online in your offline efforts. Pull in user-generated content for a unique and personalized experience.
The Bottom Line
One of the best uses of print is as a complement to your online efforts. Pulling in the messages and graphics from your online efforts into your offline marketing helps amplify the success you may already be having online.
