Many small businesses stay away from print marketing because they consider it expensive and less effective than other marketing channels. While print can be more expensive, it is usually a better bang for your buck. Consider these stats:
- Direct mail gets better response rates than email, internet display ads, or paid search.1
- 21% of direct mail recipients visited the sender store’s location.2
- 39% of customers tried a business for the first time because of direct mail marketing. 3
- 42% of recipients read or scanned direct mail pieces.4
- 56% of customers found print marketing more trustworthy.5
- 48% of recipients kept a direct mail piece for future reference.3
- 70% of consumers preferred traditional mail (vs. email) for receiving unsolicited offers from companies.5
- 92% of young shoppers say they prefer direct mail for making purchasing decisions.3
With all of its marketing power, direct mail works best when it is combined with other marketing channels. In fact, it can have as much as a 45% increase in response.7
What is the best way to invest your limited marketing budget?
Your marketing dollars will go farther when you invest in a multi-channel campaign. Here are a few ways that small businesses can easily integrate print marketing with other marketing efforts:
Handing out business cards is still an effective way to remind people who you are and ensuring that they have easy access to your contact information. A business card can say something about your business, your credibility, and your brand. But, business cards do not have to be boring! Try different papers, shapes, and sizes to give your business card flair. Add a promotional offer or helpful content on your card to give people a reason to hold on to your information.
Buck Slips/ Bag Stuffers
If you ship packages, bills, or invoices to customers, you have the opportunity to add a buck slip into the envelope or package. Buck slips allow you to promote your brand, a specific product, or even an upcoming event and without additional postage. If you put your customer’s products in a bag, you can put the buck slip (aka bag stuffer) in the bag as well.
Of all the mail pieces possible, postcards are the most likely to be read. Because they can be read without opening, you are more likely to get your message across faster. When designing your postcard campaign, you will get a better response if you personalize the message.
Posters and signs can help you integrate digital and print marketing. Place signs around your business that promote your social media channels and encourage customers to follow you. When you send promotions through direct mail or email, hang signs in your office that look just like your mail or email. When you run online or social media ads, print the ad in a sign format and hang those around.
Are you thinking about an integrated marketing campaign for your small business? Call the Badger Group for ideas on strategy and implementation. We are ready to help!
- https://www.ballantine.com/ultimate-guide-2016-marketing-statistics#Direct Mail