Grow Your Business
You off er great quality print, mail and
marketing services at a fair price. But
is that enough to gain new business?
Not if you aren’t able to successfully
communicate your value to your audience. Th e
prospect’s perception is your reality. It’s your job
to form that perception.
So what does it take to convert a prospect into
a customer? Sometimes it’s simply a matter of
time and exposure. How you say it and how
oft en you say it are as important as your value
Th is is the philosophy behind drip marketing.
Send a postcard on Monday; blast an email on
Th ursday; mail a marketing letter the following
week. By continually putting your message in
front of people, you stay top of mind and foster
credibility. When they’re ready, they’ll select you
instead of the competition.
It’s not just about staying visible. It’s also about
keeping your competitors at bay. It’s a common
marketing adage that customers can only keep
three to fi ve brands in their heads at one time. To
get your brand in there, you have to push another
brand out. And once you get in there, you have to
stay in there by keeping your competitors out.
What makes a successful drip marketing
campaign? Repetition. You can off er discounts
and promotions, but most importantly, it’s about
building relationships and creating conversation.
Keep the conversation
Print marketing doesn’t have to be dull. When
developing copy for communications such as
postcards, mailers, and customer newsletters,
think beyond the product promotion. Mix up
the writing style to capture interest and create
engagement. Sure, you are trying to sell products
and services, but you’re also trying to deepen customer
relationships and reinforce brand image.
Here are 5 styles of marketing content that you
can use in your promotional mix: 1. Educational:
Th is is straight talk on products and services that
most marketers are familiar with. Th is includes
case studies, customer testimonials, and tips and
tricks. 2. Humor: In addition to breaking up the
“same old, same old,” humor increases retention.
It’s why brand marketers use it so oft en. 3. Shock
value: Shock value can grab attention and increase
retention, as well, but it has to be handled carefully.
Not only does shock value capture attention,
it’s a great way to get people talking about
you. 4. Social conscience: Content that refl ects your
brand as environmentally sensitive, good citizens,
and concerned about social issues can be a powerful
tool for promoting your brand. Most, if not
all print providers have some level of community
involvement. Talk about it. 5. Truly unique: Try to
create content that is unique—content readers
won’t get anywhere else. Do you have a service or
off ering that your competitors lack? One printer
is off ering an Adobe training series for creatives.
Events like this help them stand out.
Here are some best practices to keep in mind:
Stand out: In addition to great content, utilize
folds, shapes, and the many fi nishing techniques
that can really help your print communications
stand out. At the same time, you will also be helping
to promote these techniques and services.
Soft touch, raised, spot varnishes, etc., can have a
huge impact on the recipient. Be consistent: Drip
marketing is about consistency. Make a commitment,
create a marketing schedule, then stick to
it. Follow up: You can drip, drip, drip, but at some
point, you need to give a call to action. Follow up
by phone, email, or other media.
Drip marketing can take many forms, including
postcards, newsletters, marketing letters,
and email. Regardless of the media, the goal
is the same. Engage your customers. Position
your brand. Foster trust and credibility. By
doing so, you will stay top of mind, keep your
competitors in the corner, and boost your sales
at the same time.
By Patrick Whelan
President of Great Reach
Patrick Whelan is president of
Great Reach Communications, Inc.,
a provider of direct mail and online
marketing solutions to the print and
direct mail industry. Patrick has a
BS in business and marketing from
Northeastern University and has
spent the last 22 years providing
marketing programs and consulting
to more than 700 print providers
throughout North America. He has
been a featured speaker at industry
events and has contributed to
numerous industry publications. In
2009, Patrick’s contributions were
formally recognized when he was
inducted into the prestigious, NAPL
Walter E. Soderstrom Society.
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PrintingNewscom October 2017 Printing News 23