Digital and print are friends, not enemies
A solely digital approach sometimes needs to be analysed. Is it effective? Are your customers returning? Are you gaining new ones? Often a multi-channel approach that includes both digital and print is the most effective and can save you time and money.
Direct Mail Marketing
Benefits:
Tangible – direct mail literally gets in the hands of your audience and can engage all 5 senses: sight, sound, smell, touch and taste
Personalised – you can personalise your message to make it more appealing. For example: including the recipient’s closest store location
Targeted – you can target specific audiences within your local market with tailored messages for greater impact
Timely – research shows that 82% of people check their letterbox daily and an additional 11% check their letterbox every two days
Measurable – you can track the response rate, effectiveness and the return on investment (ROI) of your direct mail campaigns
Sustainability – Print Quantities
Whilst this might not be front of mind for your business right now, or at least something you can move towards quickly due to cost and other factors, it certainly is for the public. You can show you are considerate of the environment by choosing to print on recycled paper, or limiting your print run. Print copies as needed in store for the counter, or as requested to be sent out to customers as an alternative to an organised direct mail drop.
Promotions and Coupons
Statistics show customers still love coupons and deals. They will engage with a business that offers something they feel shows real value, especially at certain times of the year. This could be sent via your e-newsletter or in print during agricultural periods, seeding, spraying, harvest etc or retail periods like Christmas. Invitations to drive days, demo days and training events have fantastic attendance and can be combined with digital invitations to great effect. Getting the customer into your store is the main goal of any marketing exercise.