Printed Collateral is Here to Stay

With the constant push for higher digital engagement, perfectly curated social feeds, and algorithm optimized content, it’s easy for businesses to focus their marketing budgets into the digital space. But is it really worth it? Digital marketers estimate that the average person sees over 4,000 ads in a single day and spends only 0.7 seconds “gazing” at each social media ad. In this massive sea of digital ads, how can businesses differentiate themselves or stand out? Short answer: Printed Collateral.

Digital Marketing vs. Print Marketing

Before we take a closer look at the advantages of print marketing, let’s quickly compare the two. The term “digital marketing” covers a broad range of marketing channels such as, social media, email marketing, google ads, and more. Every day up to 500 million people browse their Instagram feed, 600 million people scroll through TikTok, and 2 billion users log onto Facebook. With the potential for reaching a broad audience and its cost-effective nature, it’s no wonder why companies gravitate to this form of marketing.

Where digital marketing lacks, printed collateral thrives. Rather than creating content for the masses, print marketing campaigns are highly targeted, more memorable, and bring credibility to your business. Print marketing includes physical marketing pieces such as newsletters, catalogues, postcards, direct mail, brochures and more.

• Just opened a new brick and mortar location? Send a Every Door Direct Mail (EDDM) invitation to all households within a 15 mile radius to your grand opening.
• Releasing a new product line? Give your customers a first look in an exclusive catalogue.
• Have exciting news, upcoming events, or a change in leadership? Send a newsletter to keep your internal team up to date and the public in the know.

Preferred Direct is a family-owned commercial printer, operating for over 30 years in direct mail printing, binding and delivery. Ready to get started in print? Our team can help! Click here to request a consultation or project estimate.

Advantages of Printed Collateral

So, how does print marketing differentiate your business in the digital age? Here’s a quick list of the advantages of printed collateral and why it’s here to stay:

Builds Credibility

The accessibility and ease of social media can be a double edge sword. Apps like LinkedIn, Instagram, and Facebook have simplified account creation, meaning anyone can create an account and start marketing a product or service immediately, even if it doesn’t exist. Since most consumers are aware of fake or suspicious accounts, they err on the side of caution when interacting or purchasing products online. One way a company can build credibility as a trustworthy business is by sending printed collateral to their audience. According to a survey by MarketingSherpa, 82% of people trust print ads when making a purchase decision. Having a tangible print piece acts as an extension of your brand, putting the credibility of your product or services straight in their hands.

Memorable Marketing

In a study conducted by USPS and Temple University testing the effectiveness of print versus digital advertisements, they found that the physical ads were “more effective at leaving a lasting impression than their digital counterparts, regardless of the consumer age.” The research also concluded that the participants had quicker recall, stronger emotional responses, and a longer lasting impact from the physical ads. The physical aspect of holding a printed ad appeals to more senses than just scrolling through your phone. At Preferred Direct we have a team of graphic designers ready to create the artwork needed to make a great first impression.

Less Competition

Any company you name off the top of your head most likely has a prominent digital presence. This oversaturation of the digital space is what creates high competition and makes it very difficult to rank above larger companies with big marketing budgets. Even when you do prevail, there’s still that dreaded ad blocker in the way. In the U.S., more than a one third of internet users use some sort of ad blocker when they browse the internet. That means you’re paying money for 33% of the viewers to not even see your digital ad. These wasted marketing dollars could instead be used for a direct mail campaign where the consumer will not only see your ad but hold it in their hands. Rather than having to compete with the thousands of digital ads we see daily, your competition reduces to the handful of mail your audience gets every day.

An Omni-Channel Approach

When it comes to marketing it isn’t always a one size fits all. The best marketing strategizes take an omni-channel approach having a healthy mix of both printed collateral and digital marketing. While print marketing is effective for exposure and recall of brand information, digital marketing keeps your brand top of mind and can communicate to a broader audience.

With over 35 years of experience providing quality print and mail services to businesses around the country, Preferred Direct is the go-to direct mail printer for effective, data-secure print campaigns. We have the technology, capacity, and drive to assist you in your print marketing endeavors. From printer to post office, trust us to deliver high quality printed collateral pieces on time and within your budget. Contact us today to get started.

How It Works: Commercial Printing with Variable Data Technology

Variable data technology allows companies  to target specific customers based on personal preferences, including location, demographics, buying history, and numerous other factors and is one of the keys to planning highly-effective direct mail marketing. It requires attention to detail, the ability to identify and target distinct populations of recipients, specialized equipment, and the coordinated efforts of marketing personnel and printing/mailing specialists dedicated to keeping costs as low as possible. Not all commercial printers have that ability.

Also, specialized expertise is necessary to make targeted direct mail efforts possible. Personalization with Variable data is the key to a direct mail project.

Variable data printing (VDP) represents another step along the marketing continuum. With the ability to personalize the message without making time-consuming adjustments during actual printing, VDP allows text, images, graphics, and colors to be individualized with no slowdown in the process. The extent of personalization can be varied as needed, from recurring name changes to differences dictated by specific interests, buying habits, location, or other variables. The appropriate data is stored in a database file, retrieved as needed, and printed in one seamless operation. Personalization with Variable data is the key to a successful project.

VDP Automation and Its Advantages

VDP has revolutionized direct mail, allowing customers to insert different names, addresses, and messages as desired, and to match each mail piece with a similarly-personalized envelope. VDP has altered the landscape of marketing; any direct mail piece, from a postcard to a multi-page invoice or Explanation of Benefits statement, can be personalized in a variety of ways. Marketing with Commercial Printing with Variable Data is the obvious best plan.

The advantages are multi-faceted. Variable data personalization isn’t limited to names and addresses, geographic regions, or specific wording changes. Graphics, colors, pricing, dates, and additional specifics can be changed and applied to target individual customers or appeal to previously-determined demographics. Personalized mail invariably increases the potential for engagement, helps companies “capture” potential customers, and boosts ROI.

VDP is versatile and almost infinitely customizable, allowing mailings to be more relevant. There is nothing like receiving an envelope in the mail and all text and images are all relative to me and things that are pertinent to me. Although costs may be incrementally higher, the measurable return is also higher. The effectiveness of commercial printing and mailing efforts depends, at least in part, on the sophistication of the printing equipment. At Preferred Direct, we employ the latest technology and state-of-the-art printers that produce high-speed and high-quality variable color or black & white printing ability, along with myriad finishing options.  This can all be accomplished with Print-on-Demand equipment reducing the need for inventory.

An Integrated Approach to Variable Data and Direct Mail

In addition to design and data, delivery is a prime requirement for an effective direct mail effort. Both time and cost are vital considerations. Postage either Presorted Standard or First Class Presort typically represents the most costly item in any direct mail program. At Preferred Direct the best possible postage rate is used for any planned mailing. 

With this kind of attention to detail and an equal emphasis on cost and inventory control, our clients have come to depend on Preferred to provide unmatched service across the whole spectrum of direct mail printing and postage. As an industry leader, we know how to craft the most desirable and practical solutions using variable data. Our client-centric approach helps us “turn on a dime” when asked to respond to changing needs and demands. We can easily alter the specifications of any planned printing using variable data techniques and responsive printing technology. 

Advanced equipment allows us to complete printing projects in record time, whether they employ VDP and matched mail services or not. Our ability and our nationwide reach enable clients to request last-minute adjustments whenever necessary, to reduce inventory, and to respond quickly to new and changing situations. Best solutions are creative, cost-effective, scalable, and repeatable. Also, we work with our clients to determine the best solutions to all printing and mailing needs.

We stay abreast of the news in the field, and we help our clients determine and take advantage of the latest innovations in the realm of direct mail.

How to Craft Targeted Solutions

With expertise honed over three decades in business, we specialize in working with clients in the following industries:

• Healthcare Industry
• Municipalities
• Financial Services
• Non-Profits
• Colleges and Universities
• Insurance
• Franchises & Agencies
• Business and Services

We have no desire to design direct mail pieces that add clutter to a mailbox. Instead, our ongoing effort is to work with existing clients and to demonstrate to new clients our ability to produce effective, pertinent, targeted, informative, and eye-catching variable data printed pieces. We believe this approach adds value to commerce, actually gets opened and read, and elicits a favorable response. We are convinced that’s why our clients choose us and continue to use our services. 

Whether you require us to print individualized EOBs, announce an annual fund-raising effort, promote a holiday sale, or provide information for a new class of students, we “have your back” and will work enthusiastically to design a strategy that caters to your specialized needs, acknowledges your goals, respects your stated budgetary constraints and adheres to your deadlines.

At Preferred Direct we have over 35 years of experience and will suggest solutions that can save you time, money, and effort. We will work with you to refine your lists and individualize your messages or images.

In addition to direct mail, Preferred direct can respond to requests for SMS and Email marketing assistance, and help you target specific customers – “Target Marketing” – and prospects through digital resourcing. Request an estimate today and talk to our team to get started on your next commercial print project with variable data technology.

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