How to Easily Add Mobile Technology to Print Projects
Your customers continue to use direct mail because it still leads with the best ROI. However, traditional direct mail marketing has changed. Partnering with your customers to add mobile to their print projects will increase their ROI! By adding mobile, you can spice up print, create a wow factor, and make it even easier to respond.
Print does not always come to mind when people think of combining mobile with other channels. However, they really fit well together. Print can provide that tactile moment while driving people to use mobile devices for more engagement. Think of it as a double whammy for marketing.
5 Ways to Add Mobile to Print:
- URL: These should be short for easy entry. You can use PURLS too so that each person has a personalized web page. Either one allows people to easy reach a web address and get access to information, purchasing, donations or whatever your customers need.
- QR Code: At this point most everyone has seen a QR code in a magazine or other ad (little box with spots in it). You can place images in the QR codes so that they look better. Consider landing page content should be changed and updated by your customer periodically. This is an easy way to keep people coming back for new content.
- Augmented Reality: An image that comes to life and can be manipulated by the recipient is a very powerful wow. You can create a great user experience without breaking the bank. Check out options like https://layar.com/solutions/
- NFC: Near Field Communication is the next great technology. This allows the user to tap their phone to the mail piece and launch the content your customer provides them. No scanning or application download required which makes it better for the recipients. This will require you to print on NFC chip paper.
- Informed Delivery: Informed Delivery which will send an email to people with a color picture of your mail piece to let them know what is coming in their mail box that day. You can even provide a clickable link so that people can start purchasing right then. The USPS has a promotion that runs August 1, 2023 – December 31, 2023. This year the discount has increased to 4%. Get details here.
These mobile options do not have to be big budget items. Talk to your customers about their goals and how you can help them. You can help guide them through the process as well as steer them toward ways to keep costs down. The more of a partner you are, the harder you make it for others to take your customers.
Don’t forget about the USPS promotion for mobile: Emerging and Advanced Technology Promotion – This program runs May 1, 2023 – November 30, 2023. This time there is a tiered discount structure of 3% - 4% based on the technology used. The mobile shopping is now included in this promotion. Use this program to engage customers and prospects by the use of mobile technology in direct mail. This can be done with Voice Assistant, Augmented Reality, NFC, Video and more. This is a very powerful way to create a longer connection and increase the effectiveness of your message. Get the requirements here: https://postalpro.usps.com/promotions/2023-ET
Don’t be afraid to reach out and embrace technology. It can not only bring in more money for you, but allow your customers to increase sales. It is an easy way to show the value of print especially when combined with mobile.
Creating the bridge from the offline print to the online content is a great driver of response. Help your customers make a greater impact with their print by adding mobile to it. Each customer is unique so your solutions need to be tailored to their needs. Are you ready to get started?
Summer Gould is Account Executive at Neyenesch Printers. Summer has spent her 31 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as the industry chair for San Diego Postal Customer Council. You can find her at Neyenesch’s website: neyenesch.com, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.