Do you have a small print-based marketing budget and want to make the most of it? Even if your dollars are limited, your impact can be significant by simply targeting your efforts on the audience segments most likely to respond.
Here are five smart strategies to help you make the most of your print marketing investment.
1. Focus on Existing Customers
Your current customers already know the value your brand has to offer. They may just need a simple reminder with something like a postcard or self-mailer that gives them a reason to re-engage. If you’re looking to stretch your marketing dollars, start with those already buying from you. Focus your efforts on creating lifetime customers with higher retention rates – then, perhaps, their friends and family will follow suit.
Sending special offers based on purchase history can help you increase response rates and even help reactivate lapsed customers.
2. Identify your Most Recent Customers
Of your existing customers, you are most likely to sell to those who have purchased from you most recently. Follow up their purchase with a relevant cross-sell or upsell offer. A Trigger Mailing program can be created to automatically send special offers directly to their mailbox based on recent purchase behavior.
3. Identify Your Top Customers
Do you know who your “best” customers are? They may buy from you most frequently – or less frequently but spend more when they do. Define what your best customer looks like for your business, then send them a special offer or even a simple thank you card. Taking the time to thank them for choosing your company is a great way to increase brand loyalty.
4. Create a Copy-cat List
Once you know your best customers, target prospects with a similar profile, either in your current area or in a new market. If you don’t know who your top customers are, even a tiny investment in customer profiling can reap significant returns.
The more you know about your target audience’s interests, the more you can engage them with relevant, personalized offers.
5. Be Relevant
You can only satisfy buyer motivations if you understand your prospects’ interests. Knowing your customers and engaging in sincere dialogue about what they want and why they want it will pay off in repeat sales and quality referrals.
Print marketing is evolving. Success is no longer based on trying to get a “same to all” message in front of as many people as possible. It’s about being smart and relevant with your marketing, and using the tangible, confidence-building medium of print to its maximum advantage.
Ready to reach your best audience in a meaningful way? Contact our team to get started today.