How Businesses are Scaling one-to-one Relationships Using Print
Marketers and event planners are missing out on a huge opportunity when it comes to print – scaling one-to-one relationships.
Print usually equals mass-produced pieces of the same design in most marketing plans. But one of the top marketing gurus of today, Gary Vaynerchuk, will tell you you’re missing out on the big picture and the benefits of relationship buildings.
Gary’s words of wisdom mean you’re missing out on:
- Exponentially growing your audience. People share personalized pieces on tons of platforms, including social media. Hello word of mouth!
- Getting noticed.
- Building relationships. Create an automatic connection. Instead of feeling like another one of the many you’re advertising to, people feel special and are more inclined to take action when they feel like you’re reaching out to them personally.
So how do you scale those relationships while using print? Personalized Direct Mail!
Technology has changed the game. Today it’s easier and cheaper than ever before to personalize direct mail pieces, create a one-to-one relationship and get more people taking action.
Make it work for you
Pieces that are created just for a specific individual go way beyond changing the intro from “Dear Joe” to “Dear Sue” (although that goes a long way too). You can use specific offers depending on what business they’ve done with your company before or what events they’ve attended in the past.
Have a location-based company? Include images related to a specific neighborhood and target them based on zip code or particular streets.
Have a pet washing service? Purchase lists based on pet ownership and target one piece to dog owners and yet another to cat owners.
Planning a charity fundraiser? Target individuals based on charities they’ve donated to in the past, changing the imagery and messaging to match each group.
Those are just a few ways you can use personalized direct mail to start creating marketing pieces Gary would be proud of!
Amanda Sexton is a contributing Editor at SHOUT, a 25 year old graphic and print solutions family-owned company located in Flemington, NJ that specializes in high-quality results for businesses, entertainment and events, and commercial services. Focused on providing products that support a broader goal for their customers, SHOUT’s team delivers projects with a personal touch throughout the entire process.