You’ve seen the power of 1:1 print marketing and decided to give it a try. From data to customer profiling to layout and design, however, there is so much to do. Where do you begin? Start by asking three questions.
1. What are you trying to accomplish?
Success starts with setting a specific and realistic marketing goal. “Increasing sales” isn’t good enough. If you are an auto dealership, for example, the goal might be to get customers to return to the dealership for their 50,000-mile scheduled maintenance. For a bookstore, it might be to motivate sailing aficionados to attend a book signing by a local author specializing in nautical topics.
2. What data do you have?
Next, figure out what data you have to use in your targeting efforts.
• Do you have a customer database?
• If so, what’s in it?
• Do you have names and addresses only?
• Do you have other information, such as email address, past purchase history, or new demographics?
• Do you need to append your existing database or start from scratch?
Whatever data you have, print a screen of that data and bring it to us. This will help us develop a plan.
3. Who is your target audience?
If you are selling women’s spa treatments, for example, you don’t want the message to go to men unless you are prompting them to buy gifts for their wives. Likewise, you aren’t going to send a “thanks for being a valued customer” letter to someone who hasn’t purchased from you in two years. Decide what slice of your database is going to receive your message.
Once you know how all the elements come together, you can begin crafting a strategy that will reap big results.
Still don’t know where to start? Don’t sweat it. Call us. That’s why we’re here.