Tips & Tricks to Leverage the Powerful Combination of Print and Digital

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Author: Amy Guarino

“The reports of my death are greatly exaggerated,” said author Mark Twain.

As the world shifts to become more and more digital, print is often reported to be dead. But, what you may not know is that business printing is a $ 640 billion industry and according to Print Is Big; it’s growing at a rate of 6.8% annually worldwide. That’s billion with a “b”—and it’s huge.

Print is still a powerful channel of communication for companies who want to communicate with their prospects and customers, especially when combined with digital. According to Adam Dost, VP of Strategy and Marketing at Printek, “An integrated strategy will dramatically expand your capabilities to communicate. Integrating print and technology improves targeting, enhances personalization, and increases conversions.” Together, print and digital advertising allow you to reach your customers personally and with a relevant message across every channel. The possibilities are endless.

So how exactly do you take advantage of this powerful combination? I’ll walk you through five ways to leverage the power of print and digital together:

1. Use a postcard campaign as a tagging campaign

Marketers who rely solely on digital advertising can reach a dead-end when they discover they are missing email addresses for some of the contacts in their database. However, with the addition of print, the doors can start opening up again. A great way to build out that contact information can be a postcard campaign that includes a Personal URL (PURL), which directs the person to go and get information that is specifically personalized for them. In the example below, Dairy Queen uses Jodi’s contact information to send her a postcard greeting wishing her a happy birthday, pointing her to a PURL to download some birthday coupons to celebrate her big day. Through the URL, Dairy Queen might ask for her email address in a short form fill-out to close the information gap. 

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Keep in mind that postcards or other print media arrive in hard copy and customers need to manually enter the URL to access your information, so make sure your URL is simple. Don’t make it too complex with strings of random words and numbers. A good example might be: www.CompanyName.com/CustomerName

2. Use your business card to drive social engagement

Despite the rise of social media, business cards remain a standard practice and represent a critical way that people exchange information when they meet face to face. They serve as an essential leave-behind, so use them as an opportunity to promote social interaction. Make sure to include contact information like your Twitter handle and LinkedIn profile URL (which you can customize) to drive people to learn more about you and your business from your digital presence.

Business Card

3. Give away hard copies of content

As content marketing has grown, the opportunity to provide hard copy collateral at events reinforces your brand and provides a convenient way for some people to absorb the content. We’ve seen vendors give people the option at events–take home a hard copy or sign up there for soft copy delivery. The key is that you want to make it as convenient as possible for people to consume your content and engage with you and your brand, whether that is through a soft copy to read on their laptop or a hard copy to read on the plane.

4. Send out relevant collateral

There are still times when we want to touch and feel information about a product, whether it is information about the colors available when buying a new car or a glossy brochure about a college that is being considered by student. If you have collateral that is powerful but you want to be sure to direct it to the right people at the right time, Chuck Moorehead, VP of Marketing at Trojan Press, advises to leverage your knowledge of their digital behavior to make that happen.

This digital behavior may include data you’ve collected about the ads they click on, sites they visit, time of day they engage with you, or types of offer they’ve responded to—all of which can help you shape your message, offer, and collateral to be more personal, engaging and relevant. Harry & David turned this digital knowledge into action by personalizing their printed holiday catalogues with their customers’ gift lists, which was automatically compiled based on the gifts their customers previously sent and the people who received them. With this information at their customers’ fingertips, they provided their customers with a seamless experience for the holidays.

Harry and David 1

Harry and David 2

5. Personalize direct mail

There are times that you can incorporate a personalized direct mail piece as a part of your digital campaign. You may identify certain triggers or activity behavior that shows that a person is engaged, but may need that one extra piece of encouragement–a personalized hard copy letter with or without an offer may be just the thing. As Adam Dost of Printek pointed out, an integrated strategy of print and digital is key. His customers found that doing this made a huge impact on increasing their conversions.

Upon setting up a Bluehost web hosting account, this small business owner in Provo, Utah received a direct mail offer from Google for $ 100 in advertising to boost their small business’ search results in Google. With this personalized offer that speaks to the needs of a small business owner, it’s likely this person went on to cash in this voucher.

Google Ad

As our world becomes increasingly digital, face-to-face and print remain great ways to stand out and further develop relationships with your prospects and customers. To stay relevant with today’s every-changing technology, tie together your advertising strategy and integrate it across all channels—from digital to print.

Have you experienced a campaign or can think of a brand that is creating a seamless, holistic experience across print and digital? I’d love to hear about it in the comments section below.

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Tips & Tricks to Leverage the Powerful Combination of Print and Digital was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Tips & Tricks to Leverage the Powerful Combination of Print and Digital appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


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WHISKEY AND MEAT – A WINNING COMBINATION

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Ah, whiskey – that amber liquid that has gained so many fans around the globe. Many would call themselves connoisseurs of the spirit, as the various tastes and nuances can vary so exceptionally, while some (including me) are relative novices to the drink. But still, there’s never been a better time to enjoy whiskey – and American whiskey, or bourbon, especially. 

When thinking of American whiskey, it’s easy to imagine the atmospheric river banks of Tennessee – the honky-tonks and dance halls and moonlight bouncing from the water, smells of tobacco drifting from front porches and mouthwatering charcoal scent of barbecued meat. Indeed, one of the most famous whiskies of all time hails from here – a fair few of us will have tasted Jack Daniels at some point during our boozing careers. And here too meat and whiskey are intrinsically linked – nearly 150 years ago a young Mr Jack sold meat and whiskey from a wagon to fund the purchase of his very first distillery. 

To celebrate this unbeatable fusion, Gaucho – one of the best group of steak restaurants in the country – is teaming up with Jack Daniel’s among others, to host a week of events, all toasting whiskey as the perfect accompaniment to meat.Ranging from Jack Daniel’s whiskey and beef masterclasses, to exclusive tastings of new whiskies and an indulgent three course dining experience, this 7 day celebration of American whiskey will run from the 2nd to the 8th November 2015.

The first event takes place next Monday 2nd at Gaucho Piccadilly, where from 7pm – 8pm guests can enjoy a Woodford Reserve Master Class for £20 per person. Bourbon Vs Rye is discussed at Gaucho Chancery Lane on Weds 4th November, while those wanting to really get their teeth into the subject should head to Gaucho Broadgate on Thurs 5th November for An Old Fashioned Dinner with Woodford Reserve, costing £75 per person.

For more information on the rest of the events visit: www.gauchorestaurants.co.uk, or follow @gauchogroup and @JackDanielsUK

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AND NOW… 

You can do more than just sip Jack Daniels – you can fully show your appreciation for the brand by wearing the logo or decking your drinking den out like one of the famous saloon bars of Lynchburg. 

The folks at Jack Daniels have now launched the first ever Jack Store. Not content with bringing fine, mellow whiskey to our palates, they are now offering fans the chance to buy iconic Jack Daniels clothing such as hoodies, T.shirts and hats, as well as bespoke glassware and specialist memorabilia (and drinks, of course). So if your bar has been needing some cut-glass tumblers, or you know someone who can’t get enough JD in their lives, this could be the online shop for you. You can visit the very stylish website and get browsing for presents and, naturally, the odd gift for yourself at jackdaniels.co.uk

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