Print Can Add Needed Punch to Marketing Plans

Printed material, including direct mail, keeps proving its worth to our clients in this digital marketing era. So our thanks to Jean Gianfagna of Gianfagna Strategic Marketing for a post summing up the reasons for print's continued marketing power. She cites six marketing advantages that make print a must-have for a smart marketing strategy: unlimited creative options, from formats to personalization to dimensional impact; effective branding via the unique impression created by physical materials; enhanced customer relationships from targeted, personalized loyalty, cross-sell and up-sell messaging; increased customer understanding with detailed product descriptions, comparisons and options that don't fit tight digital formats; durability, influencing decisions long after a tweet or e-mail has been discarded and forgotten; and engagement tapping multiple senses (visual and tactile, plus even scent and sound). That said, marketers can also squander budget on overdesigned, untargeted, ineffective print efforts. So Gianfagna adds some important advice on using print wisely: work closely with a printer before finalizing design to choose the most cost-effective materials and formats; be cautious with use of pricey print techniques, such as die-cuts, embossing and foil stamping; use quality data for targeted, correctly addressed direct mail; plus, when it comes to direct mail, keep USPS regulations in mind for lower postal rates. For more detail, go to http://www.gianfagnamarketing.com/blog/2015/10/29/6-reasons-you-still-need-print-in-a-smart-marketing-strategy/