Why Print – Part 4 of 5

Continued from previous post: Part 3 of 5 on Why Print

Print puts them in control.

Telemarketing is the crudest form of cold calling and, with the growth in do-not-call lists, its effectiveness has sunk to an all-time low. In fact, a Time magazine poll ranked telemarketing number four on the list of the worst ideas of the 20th century. Today, it has gotten to the point that many companies stay away from the phone because they don’t want their reputations damaged by overeager telemarketers.

But what happens when we add print to the equation? Send prospects a personalized mailing that introduces the caller and lets them tell you the best time to call. Now you’re putting the potential customer in control of the situation. There are no more interruptions at dinner. There is only a positive flow of information between the marketer and the consumer. The bond starts to get stronger, the relationship grows, and the sale becomes a natural progression of the power of print rather than a rude intrusion. 

Print is personal.

It’s time to put each prospect’s name up in lights, literally. Or use a skywriter to put your personalized message to them in the clouds. Or maybe you want to include a photo or the specific product in which they expressed interest. Print can do all that and more because print takes marketing personally.

Using new variable data printing (VDP) and one-to-one messaging techniques, you can personalize each and every postcard or brochure of your print campaign, right down to the specific photos you use and every word of your pitch. Did someone say relationship building?

According to a 2004 report by Interquest, the response rate for customized color direct mail campaigns ranged from 6% to 75%, with an average of 21%. The response rates were, on average, 5.6 times higher for customized color versions than for simple mail merge applications. The more you individualize print, the more individuals you will inspire.

Read more reasons in the upcoming post on Why Print.


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