Imagine a college campus on a warm fall day, as freshmen are moving into the dorms for the first time.
There are loads of students buzzing around and getting settled. As they unpack and get their bearings in a new community, many realize they’ve forgotten a lamp or shelf to make their dorm room a bit cozier. No problem! A strategic, targeted digital ad whisks across their screen on move-in day.
Two days later, a mailed piece is sent featuring lamps, rugs, and closet accessories. This venue's campaign (a combination of digital and print marketing) snags interest in a fleeting moment then follows this digital hook with a more robust mailed piece.
The Successful Marriage of Digital and Print
Print marketing is powerful. Digital marketing is powerful. When you combine them... well, the result is dynamic.
Want to create a more strategic relationship between your print and digital marketing efforts? Here are four strategies to build momentum:
1. Create Distinct Online Landing Pages
Online landing pages can be created specifically for promotion through your print ad (for example, see Uber’s landing page targeting new riders here).
While your website homepage typically offers an introduction to your business, a promotional landing page is slightly different. A landing page:
--Is designed to receive traffic from specific sources
--Prompts visitors to take one well-defined action
--Stays focused on a single topic or offer
--Omits or downplays site navigation options
Beyond using narrow landing pages to evaluate your print marketing, you can also record general web traffic during a campaign to note whether a spike in visits may indicate a particular ad’s effectiveness.
2. Use Digital Opt-ins for Direct Mail
Instead of asking someone to sign up for your email campaign the next time they visit your website, why not ask them to sign up for a direct mail newsletter?
Unlike email (which can easily go straight to a junk folder), a direct mail campaign engages people through tactile, memorable, physical marketing pieces. There’s something special about receiving a thoughtful newsletter or meandering through a well-designed catalog.
Instead of opting toward email, build stronger connections with your customers outside the screen.
3. Combine In-Store and Social Displays
Live events provide great opportunities to build strong relationships with customers – particularly in our experience-driven culture.
At your next event, distribute valuable coupons or great giveaway items after advertising through social media ahead of time. Post fun selfie displays (like clever photobooths or imaginative backgrounds) that people can post using event-specific hashtags. Or give gift cards and freebies to those who check in at your kiosk and follow you on social media.
4. Add QR Codes to Your Direct Mail, Brochures, and Displays
Today QR Codes (those funny-looking square boxes that look like over-sized bar codes) have many uses, including marketing, product labeling, ticketing, and more.
QR codes can be used as a compact way to deliver loads of information, and you can use one in any situation where you want to send people to a specific website. Add QR codes to your brochures, direct mail, business cards, in-store displays, or even to customized client birthday cards.
This lead generator can be used to push a new promotion, link to an instructional video, solicit reviews, incentivize subscription renewals, or prompt people to download your app.
Customers on the Move
As people hop between on- and offline worlds, businesses must provide an increasingly cohesive, personalized experience.
Combining your print and digital marketing can build momentum while providing users a streamlined customer experience. Employ this customer-oriented strategy to ensure your brand receives a multi-fold return on your marketing investment.
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