Accessorize Your Print!

As we're all busy decorating our homes and adorning our trees for the holidays, it occurred to me that accessorizing is the underrated.

We accessorize with jewelry, handbags and don't forget the SHOES! The accessories are what tie a package together, literally. When you receive a gift, it is carefully wrapped in festive paper and tied neatly with a nice bow. It's all in the presentation (not just the present). The same thought process can and should be applied to your marketing messages. If you're scratching your head wondering what in the world I'm talking about, I'll elaborate and hope you'll turn to BPI Media Group for all your marketing accessories.

Doing a direct mail piece is a perfect example of ways to "dress up" a printed piece. You start off with your typical direct mailer or postcard. Sure, you've got a nice color image on the front, but do you have a call to action? That should be the #1 accessory to your direct mailer. Get the customer or prospect involved. How?

Accessorize with Call to Action (Get them to DO something!)

• A great way to get interaction, feedback, information from your recipient is to include a landing page on your direct mailer. This could be a CURL (campaign url, which is the same landing page for everyone) or a PURL (personalized url). Either way, you're sending the respondent to a microsite where you have the opportunity to ask them a few, short questions and gather their information. By asking relevant questions, you'll be able to market more specifically to each prospect which will result in a higher ROI.
  
  
• Another great way to engage the recipient is to add a QR code to the direct mailer. This allows the respondent to scan the code using their smartphone and learn more information, take a survey, receive a coupon, link to a video, etc. (whatever you decide for your direct mail campaign).
• One more way you can enhance your direct mailer is to drive the traffic to your company's social media pages on facebook, twitter, LinkedIn, etc. This is a great way to get feedback and interaction from your customer or prospect. Social media is a great outlet for surveys and contests, so use them!

One key thing to remember when using a call to action is to make sure to make the message relevant and offer some type of incentive. Otherwise, why would the recipient take time to do the survey or scan the QR code? Just make it worth their while.

Accessorize with Variable Data

You've already got a mailing database, so why not use it for more than just addressing? You can add personal messaging to your direct mail piece using BPI's digital press technology. Create 1:1 messaging using variable data and you'll find that this "smart marketing" really pays off with higher ROI. (See the postcard banking example above.)To learn more about variable printing, read more about Which Digital Printing Level is Right for You?

Accessorize with Dimensional Coating

If you're looking to add a unique look and feel to your next direct mailer, consider dimensional coating. I encourage you to try it when you have an amazing image that could use a little extra pop. Add Some Depth to Your Print! You'll see how this small accessory can really take the direct mailer up a notch.

Of course BPI can also do several other coating techniques for a variety of finishes including: varnish, aqueous, uv and laminate.

Accessorize with Design

If you don't have a full-time designer on staff or need a fresh design, BPI's creative team would be happy to assist you with layout and design of your next print project. Our designers know how to design for print and have the tools and experience to create some really fantastic designs. Check out BPI by Design. Of course, if you're needing web design also, BPI's team can handle that too.

No matter how you choose to accessorize your print, give me a call to set up a time to talk more about which of these accessories would work best with your message and for your company and target audience. Too many accessories piled on together are typically overkill, so we can pick and choose the right accessorize to help create the perfect look for your printed materials. My boss, Alan Davis, said his accessories are flies used for fishing, and to me, it's shoes and jewelry. It's all about finding what works best for you and suites your needs best. Either way, BPI would be happy to help.

Merry Christmas and until next time...Elizabeth

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