How Much of Something is Enough?
Then consider the practical applications of print we deal with everyday—some which you may have the power to change and even add value to for your customers.
Useful direct mail
Among the promises of digital print is informative, targeted and relevant direct mail. Yet, every day we remain deluged with spray-and-pray Third Class opportunities addressed to “resident” or “occupant.” Mine—and most people’s—hits the recycle bin unopened. And we receive the next version of the same junk a couple months later. Does anyone—outside of the Direct Marketing Assn.—see anything wrong with this picture?
On the other hand, when I talk with print shops that eschew this approach and use software from companies like MindFireInc or XMPie to support cross-media marketing campaigns, they tell me of the consistent successes their customers see with targeted, personalized direct marketing programs. They say customers pony up the money for the cross-media elements because it makes their phones ring and increases revenue. Less print, more results.
Or, even shift some communications to e-mail. I was at a conference a couple weeks back listening to a guy from Radian 6 talk about social media. We chatted afterwards and exchanged cards. Less than a week later, I received a personalized e-mail with an offer of an e-book. I opened the e-mail, followed the link, got the book, and Radian 6 is now a source I can recommend to clients looking to add social media to a marketing program.
The shift to e-presentment
I was in a meeting last fall with some transactional service bureau owners. Although many were already offering e-delivery services, they were concerned with the decline in print volume. So I asked how they received and paid their own bills. Turns out, most receive and pay many bills electronically—they just didn’t like it that their clients’ customers did the same thing. This is like having a boat high on the beach and not liking that the tide has already gone out.