Today’s modern marketer is focused on an omnichannel strategy. Several brands have reached a plateau with their online marketing channels and are embracing the ‘love for print’. Our clients are using print for new customer acquisition, customer retention, customer reactivation, along with cross-selling amongst brands for those clients that have multi-brand portfolios. They have also used print to drive demand online or to drive in-store traffic. At this year’s inaugural Print Event conference, I spoke on an interactive panel in which we discussed the benefits of adding print to your marketing strategy. Let’s further explore. Click Read More below
Sometimes marketers get stuck in a direct mail strategy rut. They find a direct mail format that works and just stick to it. Over time, the ROI shrinks, but not enough to spend time making changes. This is easy, but not the right thing to do. When you get to this point, you need to get outside your comfortable box and create a new direct mail approach. This goes beyond thinking outside of the box, but to creating a whole new type of box. What do I mean? It is time to use inductive thinking to get to a better creative space. What is inductive thinking? It is when you observe something and you use that information to create something new. Why use it? Because this type of thinking causes you to ask questions, challenge rules and take risks you would not normally take. This leads to new and better ideas.
A new fashion publication called Page hopes to focus on sustainability in the industry. It will also produce an order-to print magazine. “Supply each demand as we avoid overproducing copies, and produce only what has been requested. Each print, therefore, can mean that much more to our readers,” reads the About page on the Pagewebsite. The New York City-based magazine, created by a small media company called Reverie, wants to highlight “the development and success of current and emerging fashion designers,” as well as cover pop culture.
For retailers and companies looking to build deeper connections with consumers or cast a wider net for audience engagement, launching a print magazine is a bourgeoning trend. Online vacation rental company Airbnb, luggage retailer Away, dating app Bumble and golf equipment and apparel brand Callaway have all recently embarked on this journey with the launch of print titles tied to their respective industries in order to market their brands on a new platform. Joe Pulizzi, founder of the Content Marketing Institute and the Orange Effect Foundation, says that this engagement strategy has been successful for retailers for a couple of reasons, one being because the marketing focus for many companies right now continues to be digital, and therefore there is “scarcity of competition” in the print space.
Hearst Magazines is tracking what readers click online and using those behaviors to serve the same magazine subscribers targeted ads in print. Called MagMatch, the offering is a product from the Hearst Data Studio and will first go live in the most recent issue of Elle magazine. But the ads could also appear in other Hearst brands, including Cosmopolitan, Esquire, Food Network Magazine and Car & Driver. Using first party data, Hearst can decipher whether a reader is considering a particular skincare product, then can work with the brand of that product to serve the reader a targeted ad in its magazine. The offering will be available across all brand categories, except pharmaceuticals.
Whenever our team meets with a client to review results and current best practices for mailing, we inevitably hear the same question: how can we lower our printing and postage costs? Recently, we met with a client who was adamant that his customers expected to receive their catalog on heavy stock, high gloss paper, and anything less would result in a decline in response. The client’s printing and postage costs were significantly higher than other mailers in that vertical. We proposed testing this long-held theory. We would mail the current paper stock with a heavier cover to the majority of the housefile and prospects for the Spring Season, but also create a random nth selection of the same segments and test using a lighter, less expensive paper stock. The test groups would stay static, and there would be no mixing of offers, using the same creative for each. The ONLY difference between the two catalogs was the paper stock. The client was indeed correct; the heavier paper stock was preferred (ever so slightly) over the test paper when looking at the response rate and $/book. However, when the overall cost of goods sold (COGS) and marketing costs for both were factored in, the net contribution per customer with the test paper had a 7% lift over the standard stock.
The rise of big data—and the ability to collect, analyze and use it—has transformed industries from finance and healthcare to retail and logistics, and publishing is no exception. While publishers have always used data in some form, recent years have seen it emerge as an integral component to nearly every aspect of the media business. While demographic data on readers still matters, the insights available now are far richer, containing information on the preferences and behavior of groups of readers as well. However, every publisher has their own way of collecting, organizing and monetizing data as a product. “In our shift from a more linear acquisition and retention model to a relationship model where the customer is at the center, data and insights about our customers is critical,” says Nicole McGuire, SVP of consumer marketing at hobbyist magazine publisher Kalmbach Media. “By collecting data and insights about our customers, both purchase and behavior, marketers are better able to deliver relevant messaging to customers and inform content decisions.”
It’s because online commerce is winning the convenience game that physical shopping has to be about providing experiences. While all the elements of an in-store purchase need to evolve to rise to this challenge –from the environment design to the purchase process to the data customization of your experience – it’s product packaging that may provide one of the most evolved, immersive, empowering creative opportunities within your future brand experience. Yes, seriously. Packaging. Let’s talk about where we’ve gone to unpack where we’re going. Packaging was originally conceived as a convenient augmentation designed to hold, protect or ship products. It’s only in relatively recent years that packaging added an extra layer of information to the shopper at the time of purchase. Shortly after, entire practices of marketing focused on nailing down the details that would make a box stand out on a shelf.
Every business has a website, and every website has the challenge of converting its visitors. On average, 97 percent of website traffic remains unknown and unconverted. In addition, while digital retargeting is important for keeping brands in front of visitors, the cold hard facts are that 30 percent of devices have ad-blocker software (and that rate is growing), and response rates on digital ads are typically only 0.07 percent. This affects all businesses, even click-and-mortar companies, where website conversion can still be the lifeblood of the businesses. This means that even the best online marketers need additional ideas and tactics to help convert online browsers into real buyers.
Activewear brand Outdoor Voices has launched a storytelling marketing platform that includes a website and magazine for "informing, inspiring and providing an outlet for all things Recreational," according to information provided to Marketing Dive. The positioning is centered around showcasing the fun in outdoor activities as opposed to focusing on performance. The first issue of the magazine, called The Recreationalist, includes an interview with Chip Wilson, founder of athletic apparel retailer Lululemon, during a hike up the Grouse Grind trail in Vancouver; a guide to Mexico City, and a profile of artist/restaurant owner Folasade Adeoso.