When you think of print marketing, the first thing that comes to mind is probably the junk mail that you receive and throw immediately into the recycling bin. Obviously, adding paper to that pile is not a worthwhile investment in your business. To get noticed among the constant flow of utterly forgettable direct mail that comes into homes and businesses every day, your marketing piece has to catch the eye and entice recipients to look more closely.
How you capture their attention matters.
While some companies try to persuade recipients to take a closer look by making their envelopes look like they contain time-sensitive legal or financial documents or by suggesting that the recipient has won a valuable prize, deceptive tactics like these tend to turn potential customers off and give a shady impression of the brand. Much more effective are companies that set out to surprise and delight potential customers with informative or otherwise valuable materials that are cleverly packaged and branded. Impressing customers with your inventiveness is clearly superior to duping them into opening your mailer, and it makes it much easier for you to begin building trust in your brand. One way to do this is with print fulfillment projects.
What are print fulfillment projects?
Print fulfillment is more than direct mail. It is a way of connecting with customers through marketing pieces that are creatively designed and packaged to reflect the personality of your brand and the value you deliver. So, what does that look like? It can look like an endless number of things, but here are a few examples:
A B2B service provider packs a 4x4x4 box with a branded stress ball and an informative pamphlet describing how their services can make a particular aspect of doing business easier and less stressful.
A fitness center packs a mailing tube with a branded water bottle and a postcard with a coupon for one free workout and a schedule of group fitness classes.
A tax preparer packages a branded magnifying glass with a printed piece with the headline, “Let us take a closer look at your taxes,” which lists several commonly overlooked credits and deductions.
The nature and personality of your business and your target audience will determine what type of fulfillment projects will work best for you. Whatever creative design you choose, it’s useful to incorporate a personalized URL (“PURL”), through which recipients can contact your company, into your print fulfillment packages. Using a PURL, which is personalized to each recipient, rather than a general URL allows you to know which contacts visited the site after being prompted by the mailer and get valuable insight into the effectiveness and ROI of your marketing campaign.
Who has the time for that?
It’s true that most companies do not have the time and the flexibility in their labor force to put together a clever and well-executed print fulfillment project, and most print companies will only take care of the actual printing, leaving folding, packaging, labeling, and mailing to you. Blue Frog Marketing offers a much broader range of services than traditional print companies. We provide promotional items, graphic design, and print services (including digital, variable data, and offset printing, die cutting, and bindery), and we can partner with your company to integrate any of these into your comprehensive marketing strategy.
If you’re ready to discuss how Blue Frog can craft a creative and compelling print fulfillment project for your company, call our Des Moines office at (515) 221-2214, or click below and let us know how we can help!