Many advertisers are so used to doing things digitally these days that they may be a little rusty when marketing shifts back into the tangible world. Being asked to plan and coordinate something like an email distribution is easy; being tasked to do the same with a direct mail campaign becomes immensely harder. Things just seem more difficult when there’s physical collateral associated with it!
The truth is, planning and executing a successful print marketing campaign doesn’t have to be any harder than a digital one. In fact, many of the preparation steps are essentially the same! Take a look at the 7 core steps to planning and executing a successful print marketing campaign:
- As with any advertising venture, the first step is always going to be identifying your audience. Creating collateral without messaging that resonates with your audience means sinking time and effort into a campaign that just isn’t going to yield results. Make sure you’re connecting the benefits outlined in your materials to the people they’ll appeal to.
- Once you’ve defined your audience, determine the best way to reach them. Vetting your marketing channels is a great way to find the most common denominator in getting the message out. Will direct mail work best, or should you run a handout campaign? Are flyers a better form of messaging than brochures? Use this step to figure things out.
- After you’ve established your marketing channel, it’s time to coordinate the creation of marketing collateral. Be sure to follow the general rules for creating effective content, including coordinating branding, showcasing a Call to Action (CTA) and thoroughly explaining the benefits. If you need some help with design or copywriting, let AlphaGraphics Lisle’s design team help you!
- Make sure you set up the CTA and next steps before you launch your campaign! This means finalizing web pages, routing a phone number, having inventory ready, etc. You need to be ready to provide customers with the benefit they’re looking for when they answer your call to action.
- Dissemination of marketing collateral is the most critical step, and also the hardest. Make sure you’re getting maximum coverage and getting the word out in a timely manner. Distribution methods like Every Door Direct Mail (EDDM), canvassing or strategically-placed handout stations are a surefire way to get your message into the hands of your target audience.
- Once the campaign is out the door and has had time to take effect, you’ll want to closely track and monitor its progress. Validation of a campaigns success can only come when you have the data to prove it. Track variables like redemption vs. distribution rates, cost per acquisition and any other metrics that might establish success or failure. This data is the cornerstone for any future campaigns you might launch!
- The final step in any successful campaign is to break down what worked and what didn’t. Examine the data, reflect on good ideas that went well and poor ideas that fell flat. Your future print campaigns are going to be dictated by your learning experience from this one—make sure they get off on the right foot.
Your print marketing campaign isn’t so different from a digital distribution when you think about it. In fact, in many cases, picking up a box of flyers and canvassing a neighborhood can actually be more effective than sending an email to 10,000 subscribers! Just be sure you plan accordingly and follow the tips listed above.
Need some help? AlphaGraphics Lisle can help! Our talented team has a depth of experience in coordinating distributions and producing collateral. We’re ready to help you tackle the 7 steps to a successful print marketing campaign.