7 Ways to Maximize Impact on a Small Budget

A high-impact marketing campaign comes from creativity and strategy, not from having limitless resources. Let’s look at seven ways to optimize your marketing budget for maximum impact, even on minimum dollars.

  1. Concentrate on a niche market. Target your message to a smaller market versus a diverse group of prospects. Maximize your marketing spend by mailing highly relevant, targeted offers rather than general solicitations.
  2. Plan your printing. Involve us in the design of your printed pieces from the beginning. We can often recommend paper, ink, trim sizes, and layouts that will save you money.
  3. Maximize your postal spend. New postage rates have recently gone into effect that address size, shape and weight. Using these new parameters, we can advise you on creating mailings that will minimize your postage expense while maximizing your ROI.
  4. Consider postcards. Some studies estimate postcard readership at close to 100%, especially if your design is eye-catching and your message is brief. Ask us for assistance in creating a low-cost postcard that meets postal service specifications for reduced postage.
  5. Be the expert. When prospective clients are in need of your product or service, you will have instant credibility if they have seen your name in print. Create a newsletter or blog, write articles for magazines, newspapers and journals, or even consider producing your own branded magazine.
  6. Network. Join a speakers bureau and attend trade shows and conferences. Utilize online networking resources, such as LinkedIn. Pass out and mail business cards and brochures to boost awareness among your potential clients.
  7. Partner with non-competing businesses. Identify companies that offer complementary goods and services, and create cooperative marketing collateral using a pool of shared dollars.

There are many cost-effective ways to let future customers know about your company’s products and services. Be resourceful and you will reap the rewards on your balance sheet.

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DRIVE Your Sales with Print!

Would you rather use a marketing channel that is inexpensive or that delivers results? If you said results, then you need print.Driver

The industry is ripe with data on the effectiveness of print and its unique role in the world of marketing. In a sea of electronic messages, print continues to frame and influence shopper behavior in a way that other channels do not.

This is especially true of targeted, personalized print, but it is also true of non-personalized print.

Consider the data below:

• Direct mail response rates average 3.4% for letter-sized direct mail to a house list and 1.3% to the general public or a prospect list. This compares with email response rates of 0.12% and 0.03%, respectively

• Direct mail has the lowest cost per lead.

59% of consumers enjoy getting postage mail from brands about new products. Only 39% like getting this information by email.

27% feel that information that comes in the mail is more trustworthy than information that comes online.


The Role of Print in Cross Media

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Print is the foundation of an increasingly complex cross media environment. Consumers are enjoying more connectivity and control than ever before. This requires a fresh look at your creative approach, value proposition, media mix and budget — not only the cost of individual elements of a campaign, but also any required investment in technology and training. A clear strategy is essential for success, building on the fundamentals of marketing: understanding your customers and meeting their wants, needs and desires.

Identify the purpose of each tactic. The idea isn’t to throw every cool new technology into the mix; it’s to combine the components in such a way that the result is a successful campaign based on reach, frequency and response rate. Establish contact by mailing a customized postcard, letter or self-mailer that drives the reader to a personalized URL. Offer the option of connecting to the site by either entering a web address or scanning a QR code. Here the respondent can sign up for an email list and find links to your Facebook and Twitter accounts, opening the door to regular communication. Make sure content is consistent in message, look and feel across print and digital platforms.

Move beyond simple demographics. It’s tempting to use basic information, such as gender, age, and income, to guide your marketing efforts. Go a step further to understand what your prospects care about. Today’s consumer wants to be an individual, not a segment. The more personalized an offer is (the right message delivered in the right way), the more inclined the target audience is to respond favorably.

Measure your success. The diverse spectrum of media options has created an intense demand to demonstrate return on investment. How will you define success? Connect each element of the cross media campaign to a reasonable target. For example, state that the direct mail piece will drive a certain number of hits on your website, and the website will entice a defined percentage of visitors to request more information. This, in turn, will result in a specific amount of new business.

The convergence of print, online, mobile, and social media empowers consumers to respond in the way they prefer. Keep an eye to the future; be ready to embrace the next innovation that will give you one more option for delivering relevant content to your target customers.