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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5 Tricks to Stay Motivated When Working at Home

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164190806Staying motivated at work can be hard but for remote employees it can be downright impossible.

Unlike an office environment, at home there are a ton of temptations and distractions that can easily sap your productivity and your career trajectory.

“Working from home is essentially an independent way of working. Even if you have managers and coworkers to be accountable to, you’re still responsible for motivating yourself,” says Sara Sutton Fell, CEO of FlexJobs. “And because our houses have all sorts of distractions (I’ll just throw in one load of laundry, or do these dishes quickly), it can be hard to stay motivated.”

But you don’t have to let it hurt your career. There are ways to keep your motivation and productivity high. Here’s how.

Have a dedicated office space

Some of the most productive remote workers are the ones that have a dedicated office space in their home that they go to each morning. The ones that tend to easily lose motivation are the workers that open their laptop, plop down on the couch and think they can work with life going on around them.  “You have to have an organized space in your home so that you can work in that space with limited distractions,” says Paul McDonald, senior executive director of Robert Half International.

Hand in hand with having a dedicated office is setting boundaries for when family members can enter the office. If you want to keep your office void of distractions close your door during work hours, get rid of any toys or entertainment that will lure the kids or roommates and establish rules of engagement during work hours,

Be organized and layout your work week

Organization is imperative in any job, but for remote workers it is a necessity, especially because you won’t have a boss breathing down your neck making sure your work is getting done. According to Sara Caputo, founder and principal of RADIANT,  a professional organizing and productivity consulting company, make sure you layout the work you plan to tackle during the week and update that list daily. “At the end of the week, I like the Friday 45, which is taking 45 minutes and planning ahead for next week so you can more easily leave work alone through the weekend and hit the ground running on Monday, ” says Caputo.

Create a regular routine

Humans are creatures of habit, which is why establishing a routine and sticking to it when you work at home is a great way to keep your motivation and productivity on overdrive. “We’ve found that people who establish a routine and establish check lists are very productive and motivated,” says McDonald. That means getting up at the same time during the work week as if you were going to an office, having predetermined break times and blocking off times to get up from your desk every now and then. For some people staying in their PJs all day works for them while others will take a shower and get dressed before heading to their home office. Either is fine as long as it’s part of the established routine.

Find your secret sauce

Perhaps it’s a particular song, a comfy office setting or time of day, either way Sutton Fell says you want to figure out what gets you in a work groove and run with it. For some people it could also mean changing the scenery every once awhile. It’s no accident that coffee shops like Starbucks are filled with people typing away on their computers during office hours. “There are so many ways to get and stay motivated, but you are responsible for motivating yourself as a telecommuter,” say Sutton Fell.

Get in the right mindset for work

Life happens, but chances are you are going to hear all about it as it’s happening when you work from home. A great way to prevent life’s distractions is to have weekly meetings with your partner to prevent the personal portions of life from impacting productivity during work hours, says Caputo. Cover all the home issues during those meetings so you won’t be interrupted with questions during work hours, she says.

Working at home is hard so it’s a good idea to cut yourself some slack as you figure it out. Nothing can be more demoralizing and thus productivity sapping then beating yourself up because you didn’t cross off everything on your checklist or you ended up working all weekend because you couldn’t get motivated. “Remember it takes more discipline to work at home than it does working in an office,” says McDonald. “It’s up to you to know what your productivity triggers are and be patient with yourself as adjust to what’s happening.”


Personal Branding Blog – Stand Out In Your Career

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