Tag Archives: printing

3 Tips for Optimizing Your Multichannel Marketing

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Want to energize your print campaign? Combine print with other media to amplify its effect.

The most common channel pairing with print these days is email, but you might also want to consider text messaging, banner ads, social media (such as Facebook), and search engine advertising, as well. Each channel has different benefits depending on your marketing goals and the target audience you are trying to reach.

No matter which channels you choose, here are some basic guidelines to keep in mind:

  1. Maintain consistent branding across all channels.

Different media have different requirements, so you can’t maintain 100% cross-channel consistency all the time. But whenever possible, use the same images, color schemes, primary messaging, and offers to maintain a consistent brand image and a consistent brand message.

  1. Think strategically.

Know what role each channel is supposed to play. If you are going to combine email with print, what are you trying to accomplish? Are you trying to create awareness and anticipation of the print piece? Are you using email as a reminder to respond? Maybe if you’re driving traffic to a campaign-specific website, you might want to consider banner advertising in demographic hot spots.

  1. Create appropriate channel-audience pairings.

Ensure that you are selecting the best combination of channels to communicate with your target audience. You’re not going to reach as many retirees with text marketing as you are Millennials, for example, and social media preferences vary, as well. Sixty-five percent of GenXers and Baby Boomers say their favorite social media network is Facebook, and while Millennials overall prefer Facebook, too, among younger Millennials (ages 18-24), the favored social media network is Instagram.

There is a learning curve associated with multichannel marketing, but the ability to amplify and reinforce your marketing message can be invaluable. Need help matching your channels to your marketing goals? Just ask!

 

Effective Marketing Copy Made Easy

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Whether you are writing copy for direct mail, email, in-store or exterior signage, or any other type of marketing material, a few simple tricks will increase your ability to grab your audience’s attention and communicate your message more effectively. Here are some fundamental principles of writing great copy that will help you command attention:

  • Be imaginative. It’s easy to say the same thing in the same way all the time. Break out of the mold. Look for unconventional ways to communicate your message.
  • Be a salesman. Cute and clever doesn’t get you anywhere by itself. Your copy still has to motivate recipients to action. Be creative, but also be clear. Sell benefits. Give an overt call to action.
  • Put the customer front and center. Make the customer the center of the message. Talk about their problems, their challenges, and their Let them identify with the message, then talk about how your products and services can solve their problems.
  • Build trust. Part of building a brand and gaining repeat customers is establishing loyalty and trust. Represent your products in a way that is accurate, helpful, and maintains your customers’ confidence.
  • Hire a professional editor. Make sure your copy meets professional standards. Someone who is “good at grammar” isn’t sufficient. When it comes to marketing, there are rules for punctuation, capitalization, and usage that only professionals know.

Of course, there are other elements to great print marketing, as well. Good layout. Interesting graphics. Compelling offer. But great copy ties it all together.