7 EASY WAYS TO MAXIMISE YOUR PRINT ROI (RETURN ON INVESTMENT)
The goal of any marketing campaign is to get the most out of the money you spend. The good news is, there are some easy steps you can follow to improve the return on investment (ROI) from your print marketing and achieve your goals, whether that’s attracting new leads or making sales.
1. Know Your Audience for Maximum ROI
Even the best offer will fail if it’s shown to the wrong audience. Planning is crucial – ensure your campaign is aimed at the right people. Define what success looks like for your campaign: how much revenue you want, the number of new leads, or the amount of product you want to sell.
Your audience is made up of people who have a problem you can solve and are willing to pay for it. To maximize your print ROI, identify these people and tailor your campaign to their needs, language, and lifestyle.
2. Timing and Trends: Aligning Your Campaign with Seasonal Interests
Don’t try to sell Christmas decorations in July (unless you’re targeting businesses like hotels). Focus on what your audience will be interested in when you launch your campaign.
Customers like seasonal offers, both in terms of how they look and what they offer. Use seasonal colors and themes or tie your campaign to big events, like Wimbledon, to grab attention.
Research trends and insights to understand what your audience is thinking about, even if it doesn’t match the season. For example, February might not be the best time to take a holiday, but people often start dreaming of sunny getaways after the excitement of Christmas fades and winter drags on. This makes February a great time for holiday promotions.
3. Making It Easy for Customers to Say Yes: Clear Directions and Attractive Incentives
If you want customers to visit a store or outlet, make it easy for them by providing a simple map or a GPS-friendly address.
Make it easy for them to say yes. Use clear, straightforward language to explain how your product or service will improve their lives. Then, make it even easier for them to buy or sign up by offering incentives, like a discount or an early bird bonus.
4. Be valuable
Offer a solution to your target audience’s problem. While you have their attention, provide something helpful. A promotional postcard is nice, but a postcard with a discount card, industry insight, or an irresistible invitation is even better.
Build trust and credibility by offering as much value as possible. This increases the chances your audience will take action and boosts your print ROI. If you can personalize the value you provide, that’s even better.
5. Personalise, Personalise, Personalise
Variable printing goes beyond basic personalization. Instead of addressing your target as a generic “valued customer,” you can address them by name. Research indicates this significantly boosts your print ROI, with a recent study revealing that 98% of recipients prefer personalized mail.
Variable data printing also lets you segment within your main campaign, tailoring your offer to demographics, location, or purchasing history within your target audience. This makes each lead feel special and increases the likelihood of them saying yes.
6. The Importance of Data Cleansing
Poor quality data can be a costly affair, especially for businesses in India. Studies suggest it could eat up as much as 6% of your annual revenues. So, before diving into a marketing campaign, it’s essential to clean up your data.
Start by removing duplicate or incomplete records, and make sure to honor opt-out requests. Consider professional services to verify addresses and ensure you’re not sending mail to those who have moved or passed away. Sending mail to the wrong recipient not only wastes resources but can also harm your brand reputation.
7. Bridging Digital and Print Strategies for Success
Combining digital and print marketing strategies can significantly boost your print ROI. Utilize QR codes to seamlessly guide your target audience to websites or social media campaigns, reinforcing your brand message both online and offline.
Additionally, consider leveraging outbound calls to follow up on your print campaign. Outbound call centers can effectively double response rates by reminding your target audience of your offer and encouraging them to take action. This personal touch can make a big difference in converting leads into customers.
Want to maximize the impact of your print materials? Reach out to us now.
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