Print and direct mail marketing campaigns should instantly grab the attention of the recipient or viewer. We are seeing a renaissance in marketing – people are getting tired of seeing everything digitally, and they want something they can touch, interact with, or even taste! You can rise to the top of the pile and have something physical that also gets shared on social media by including unique and creative elements. Let’s talk about some types of marketing elements that tend to grab attention for print and direct mail campaigns:
- Personalization: Tailoring the content to individual recipients can make the campaign more relevant and engaging. This can include using the recipient’s name, personalized offers, or customized content based on their preferences. You’ve heard this from us before (hint: check our past blog posts), but people want to see that you care about who they are, what they are looking for, or how you can help them directly. Use your data wisely, and personalize to make it meaningful.
- Unique Design: Unique and creative layouts, bright colors, and fun graphics can capture attention and leave a lasting impression. You want to ensure your piece is eye-catching and visually appealing while driving home your message. A postcard doesn’t need to be simple and boring, and neither does a brochure. Fun folds are also a topic that we could go on about for days because there are so many options.
- Interactive Features: Incorporating interactive elements such as interesting QR codes (they don’t need to be black and white and square!), augmented reality, buildable games or tools, something to taste, seeds to grow, or pop-ups make your printed piece more engaging and memorable. When it is memorable or has the cool factor, it’s sharable, and voila… your print marketing can be taken to social media by an army of ambassadors spreading the word about you!
- Limited-Time Offers: Creating a sense of urgency with limited-time offers or exclusive deals can encourage consumers to act quickly. Be sure the expiration date is clear and the messaging is concise with a strong call to action so they act accordingly. Here’s a fun way to remember: If it’s a month away, it gets put away for another day. If it’s within the week, it makes them hit their feet! (Ok, it is a bit lame, perhaps, but hopefully, we made you smile)
- Storytelling: Telling a compelling story in your marketing materials can evoke emotions and connect with consumers on a personal level. People often remember stories more than facts or statistics. Know your customers; they want to see and hear from people who look like them or share similar struggles. It doesn’t always need to sell your product; the goal can be to connect with your mission, so they increase their loyalty.
- Know Your Audience: In developing a direct mail campaign, spend some time researching who your target audience is. Which segments are interested in your products and services? Your brand will stand out from the competitors and will remain unique and well-known.
- Surprise Me: Including unexpected surprises such as free samples, exciting gifts, or personalized notes from your employees can create a positive and memorable experience. This is another one that is very sharable on social media (and it’s ok to ask them to do so!)
- High-Quality Printing: A well-printed and thought-out piece reflects positively on the brand. Investing in high-quality paper, finishes, envelopes, and printing can enhance the overall perception of the campaign. When things feel flimsy, we tend to think of them as being “cheap”, but when paper is thick, and the printing is flawless, it feels high-end and nice to hold. The longer they hold it and the better it feels in their hands, the better for you in the end.
- Sustainability: Campaigns that highlight sustainable practices or use eco-friendly materials resonate well with consumers who value environmentally conscious brands.
- User-Generated Content: Encouraging current customers to share their experiences with your products or services and then featuring their stories or reviews in your campaign creates a sense of community, adds authenticity, and makes customers whose stories are being shared feel valued.
Final tip: The effectiveness of a print and direct mail marketing campaign can vary based on the target audience, industry, and overall marketing strategy. At the end of the day, it needs to align with your overall sales and marketing goals, but you don’t need to do all of the work. Kirkwood Direct can act as an extension of your team and ideate, create, design, print, and mail campaigns that engage, inspire, and, most importantly, generate results. Give us a call today or fill out our online contact form for more information.