Great Marketing Starts Here

The year is 1995. 

The internet has begun to connect people in a way that was previously believed to be impossible. Instant messaging, emails, and webpages are substitutes for phone calls, handwritten letters, and business interactions. For most, the idea of continuing to advertise through traditional media is SO 1994 – especially for print. 

So, why is it that magazines, newspapers, and billboards still prove to be totally radical forms of effective advertising?

It is no secret that print publications are much less common than they were pre-Y2K. In fact, in 2014 alone, nearly 100 magazines stopped printing and closed their doors for good. 

However, the biggest argument for print publications is this:

Print is real.

Print publications are a tangible form of communication that can easily draw people in, despite the digital world we all live in today. Print publications have the ability to bring in audiences from every demographic and offer a unique advertising platform for businesses of all types. When used in conjunction with online tools, traditional forms of marketing can be some of the most effective tools for targeting customers in the right place, with the right message.

Utilizing Print Advertising

Trust me, I’m a Print Ad – To put it gently, the internet can be a crazy place. For many consumers, it can be extremely overwhelming. Getting your target audience to trust your online ads alone to make a purchase can be difficult. By utilizing print advertising, you’re able to show your customers the level of value you place in their business and gain their trust.

Easy Mode: Print Ads & Targeted Marketing – Targeting specific groups of consumers is an easy way to increase your opportunity by delivering relevant information. With traditional advertising, you have a lot of control over who sees your ads, so you’re able to tailor your message in order to better reach your intended audience.

Converting the Hard-to-Reach Customer – Deliver results with the Sunday Paper. Have your message delivered straight to your customer’s mailbox with targeted information they’ll want to read. Direct mail has one of the highest conversion rates for attracting new customers and converting them. This significant boost in conversion is a definite plus for print ads.

Working With Online Advertising – The key to print advertising is developing a strategy that seamlessly integrates into existing online marketing. Driving customers from print ads to an online form that captures information is an excellent way to not only keep your customer engaged, but fine tune your existing strategy to better reach your target market.

The year may not be 1995, but that doesn’t mean print advertising isn’t relevant. 

The internet connected the world in a completely unique way. Splash Omnimedia has proven the world of digital and print advertising are best when joined together. Ensure you’re creating a message that is heard by the right audience, at the right time, in the right place.

Want to learn more? We retired our beepers in 2001 but we’re on email! 

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Direct mail delivers printed promotional or informational messages right to the doorstep of your target audience. Weather it's a postcard, flyer or brochure, direct mail is a marketing tool that can seamlessly connect the physical and digital attributes of your brand to create a stronger, more lasting bond between you and your customer.

The US Postal Service reports that 98 percent of Americans check their mail daily, and 79 percent of consumers say that they typically act on direct mail immediately after reading it. Direct mail is a time-tested, trusted method that, when used in conjunction with other advertising mediums as part of an integrated marketing strategy, can help your business to better reach current and potential customers.

So what things make direct mail relevant as part of an overall marketing strategy? Here are four unique benefits of using direct mail campaigns:

1. Personal- Receiving a personalized message sent directly from you makes your customers feel special and valued. This direct contact initiates or enhances a relationship with your customers and can make your target audience feel like you value them individually and that you understand their interests and needs.

2. Targeted- Direct mail campaigns can be highly targeted, with a mailing list tailored specifically to the members of the audience you are trying to reach with your message. Mail gives you the ability to segment your audience and specifically target groups or individuals that you feel are most likely to respond. How you choose to segment the audience to send your direct mail to depends on your business. Target audiences can be defined by age demographic, geographical location, proximity to your business, home or business owners, families with children of a certain age, etc. The list is virtually endless.

3. Tangible- Direct mail pieces are held directly by members of your target audience, which literally establishes a physical connection to your business and your brand. A direct mail piece is something real and familiar that may even be kept for reference. Some direct mail pieces are even displayed on refrigerators, meaning your message stays in front of your audience longer.

4. Versatile- With a variety of different formats to choose from, direct mail has several different applications and is a suitable medium for promoting a wide range of businesses and services. From brochures and magazines to postcards and pamphlets, there are many options to chose from when determining the best medium for your message.

What makes an effective direct mail piece?

When it comes to creating an effective direct mail campaign, there are a few proven tactics that seem to make all the difference.

• Attention grabbing visuals- 94% of customers judge direct mail pieces by appearance
• Short, sweet and to the point- in the age of immediate gratification and all-things digital, readers typically respond best to simple, easy to read information that they can digest quickly.
• A strong call to action- Use a strong call to action to engage your audience and point them directly to your website.

Some people believe that traditional advertising methods are a thing of the past. However, traditional marketing mediums, like radio, television and print advertising, still have their place and serve a unique purpose in modern advertising strategies. The most effective way to make marketing work for your business is to weave traditional and digital efforts together to reach your target audience exactly where they are. The most effective marketing strategies utilize and leverage a balanced mix of both traditional and digital advertising. 

Could direct mail be a viable option for your business? Contact the pros at Splash and find out how you can use direct mail as part of your integrated marketing campaign to help you better reach your target audience.

The other day I was sitting on my porch reading the paper when all of a sudden, a fish fell right out of the sky and into my lawn. Confused, I looked around, convinced I was witnessing some elaborate prank.

But there it was. A live fish. In my yard. How did it get there? I wondered.

The mystery was solved seconds later when a hawk swooped down to reclaim its dinner (most likely its stolen dinner from a nearby fishing boat) This caught the attention of my dog, who leaped off the porch and charged the bird of prey.

Half amused and half alarmed, I watched the hawk and the dog circle and claw, bark and jump, each trying to intimidate the other off. All the while the fish just lay there. Forgotten. 

That's when it hit me. Maybe this whole bizarre thing was really a parable in disguise. 

Some businesses work so hard to beat out the competition, they forget all about their fish the customer.

Eventually the dog tired out and the hawk gave up. If that fish had legs it could have walked itself right back to where it came from. And as I scooped the fish up into the newspaper and into the trash, I couldn't help but relate it back to winning and losing in business.

It's not always the lowest price or most aggressive sales pitch that makes the sale. In the end, the number one focus should be the fish, the customer.

Ready to connect with customers in a fresh way? We can help.