Branding Questions To Ask Before You Move Forward With Print Projects

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Print is often your first point of contact with a potential client or customer – whether they catch a glimpse of one of your posters in a local shop window, or see your large display and pull-up banners at an industry expo, your print projects need to be on brand so they attract the right people, and leave the right first impression.

Before you move forward with any print project, it’s important that you have a clear understanding of your branding – who you are as a brand, what you want to say to your potential customers and clients and how you want your print projects to bring your brand to life. If you don’t have your branding firmly in place, your print projects can end up feeling disjointed or confusing to the audience that you’re trying to attract.

Here are 3 branding questions to ask before you move forward with print projects to make sure you’re getting the most out of your print collateral:

 

Who are my ideal customers?

One of the essentials of strong branding is knowing who your audience is and what’s going to appeal to them. Before you design any of your print projects, you need to ask yourself “who are my ideal customers? And how can I speak directly to them through my branding?”

Different audiences are going to be attracted to different types of branding. For example, if you’re a children’s brand, bright colors and whimsical fonts could be a good choice for print projects. But if you’re a corporate real estate company, that same branding would feel off-putting to your ideal audience, and something more traditional would likely yield much better results.

Clearly define the clients and customers you’d like to work with, then build your branding (and print projects) around what’s going to be the most attractive to them.

 

What feeling or feelings do I want to invoke with my print project?

The best marketing materials – including print projects – make the viewer feel something. It might make them feel happy, or sad, or angry, depending on the ultimate goal. But that last thing you want your audience to feel when they’re looking at your print project is bored or unaffected.

Figure out what type of feeling or feelings you want to invoke with your print project, and then build the branding and design around those feelings. For example, do you want your audience to feel calm when reading your marketing brochure? Then you might want to use a blue color scheme, since blue has been shown to invoke feelings of calm and relaxation. Or maybe you want people to feel excited and motivated to take action, in which case you’d want to use red.

Before you put any project to print, think about the feeling that you want to invoke with your audience, and keep that in mind as you design.

 

What makes my brand recognizable, and how do I translate that into print?

If you’ve been in business for awhile, there’s probably certain things that make your brand recognizable to your core audience. Maybe it’s a particular color scheme, or maybe you use a very specific type of languaging. Whatever it is that makes your brand recognizable, you want to make sure that it translates into print.

Now, you don’t want all of your print projects to look the same, but you DO want to make sure that someone who’s looking at your print project knows that it comes from you. So, for example, let’s say you wanted to print up themed posters for an upcoming holiday sale. It’s fine to change the color scheme to be more in line with holiday colors, but you’ll want to keep the other aspects of your branding that make your brand recognizable, like your signature fonts and your logo.

Before you move forward with print projects, make sure you ask yourself these 3 branding questions to ensure that the final product rings true to your brand and gets the results you’re looking for from your audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

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The Elements Of A Great Marketing Brochure

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In business, your marketing brochures are some of your most essential pieces of marketing collateral. Take real estate for example. 4pp A4 marketing brochures give you the opportunity to showcase new properties to potential buyers, build awareness in your local market and drive more business. Many real estate agents also use brochures for additional marketing initiatives, like introducing themselves and their business to a new neighborhood or market or educating clients on current market trends.

If you want to run a successful marketing campaign, having great marketing brochures is a non-negotiable.

But what are the elements of a great marketing brochure? What takes a marketing brochure from “just ok” to “exceptional”? What should you integrate into your marketing brochure to make sure that it stands out from the pack and makes an impact on your client base?

 

A Compelling Cover

The cover of the marketing brochure is the first thing that your clients are going to see, and as the old saying goes, you can’t make a first impression twice. The cover is what’s going to determine whether or not your clients actually open the marketing brochure and see your messaging. If it’s not compelling, they’re not going to open it.

Make sure that your cover visually grabs the reader’s attention. Include a headline that lets your clients know the value they can expect. Give them just enough information that they’re intrigued to open the marketing brochure to learn more.

 

The Right Color Scheme

In order to maximize the effectiveness of your brochure, you want to make sure you use the right colors. Color psychology is an incredibly powerful marketing tool. Different colors evoke different reactions in people, and leveraging the right color scheme can inspire specific behaviors in your audience.

For example, red tends to make people more aggressive and can make them more prone to purchase, so it’s often used to influence buying. Read would be a great color to use if you’re showcasing a property that you want to unload quickly. On the other end of the spectrum, blue produces a calm and serene effect and is best used when trying to build positive brand sentiment. Blue would be a great color to use if you’re introducing yourself to a new market and want to build trust with a new audience.

Depending on the end goal of your marketing brochure, using the right combination of colors can make a serious impact in the effectiveness of your campaign.

 

Solid Content

No matter how well your marketing brochure is designed, if the content is lacking, you’re not going to see results. Content, both written and visual, is absolutely essential in a great marketing brochure.

For written content, make sure you follow the the 5 C’s of copywriting from our copywriting tips for real estate agents and develop dynamic copy that will connect with your audience. From a visual perspective, make sure you use photos that showcase your properties in the best light and impeccably designed graphics.

 

Call To Action

The final element to a great marketing brochure is a call to action. Just like any other marketing initiative, you need to be crystal clear on your expectations with your audience; otherwise, they won’t take action.

Want them to come to the open house? End the marketing brochure with “Don’t Miss Our Open House!” with details of the event. Want them to check out your agent listing site? Include a URL with languaging directing them to check out your web presence. Whatever you want them to do, make sure it’s communicated clearly. You’ll also want to make sure that you visually call attention to it; the last thing you want is for your call to action to get lost among the other elements of your marketing brochure and, as such, ignored by your audience.

 

How Can We Help?

At Rogue Print and Mail, we understand the real estate industry and are a trusted design and print partner for many hundreds of real estate professionals across Australia. Our proven track record of delivering the highest quality print services to real estate professionals speaks for itself. With fast turnaround times, real-estate specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of real estate professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

3 Projects You Should Hire A Graphic Design Partner For

Wanted GD imageIn an effort to keep costs at a minimum, companies often cut corners when it comes to design and attempt to design their projects on their own. And while certain things can likely be managed in house, like internal email templates or document formatting, there are certain projects where you should always bring in a professional.

Here are 3 projects you should hire a graphic design partner for:

 

Logo

There are times in your business when you don’t want to cut corners, and getting your logo designed is definitely one of those times. Your logo is the visual representation of your brand, and it needs to speak to your brand accordingly. Often times, your logo is the only exposure that a potential client or customer will have into your brand, and you need it to be an accurate representation in order to pique their interest.

For example, let’s say your business sponsors a local event in order to build awareness in the local market and drive new sales inquiries. You’re not going to be able to include an entire write up of who you are and what you do on any of the event’s marketing collateral; you’ll just get to include your logo. Your logo needs to speak to who you are as a brand so that the people in your community see that logo, identify with it and want to find out more.

When you’re hiring a graphic design partner to create your logo, make sure they understand exactly who you are as a brand and what message you want to convey with your logo. Also be sure that they have a deep understanding of typography and color psychology so that they’re able to create a logo that’s balanced, visually appealing and attracts the right type of client or customer.

 

Marketing Collateral

Marketing is an indispensable part of your business; in order to drive revenue, you need to constantly be bringing in new business. And the way to bring in new business is through marketing.

Having a strong marketing message is essential to converting leads to customers. But if you have poorly designed marketing collateral, it doesn’t matter how strong your message; you’re going to lose those customers.

Having poorly designed marketing materials will lead your potential clients and customers to feel like you don’t take your business seriously. If you can’t bother to put the effort into delivering marketing material that’s visually appealing, how can they trust that you’ll put forth the effort to deliver a high quality product or service?

Well designed marketing materials immediately establishes credibility with your potential client or customer, which means that they’re far more likely to consider working with you.

Ask your graphic design partner about their experience in developing marketing materials in your industry, and see if they have any pre-designed templates that will allow you to customize and create marketing materials quickly and efficiently.

 

Website

In 2017, a significant portion of business happens online. And no matter what your business model, in order to run a successful business, you need to have a strong web presence.

Your website is your company’s home base on the web. It’s where your potential clients and customers will go to find out more about you, your product or service and why they should consider working with you. The last thing that you want is for them to be completely turned off by an ugly website.

There’s a lot that goes into good web design: where to play different features on the site, segmenting your site to be visually appealing, the use of color and typography. And unless you’re an experienced designer, it’s incredibly difficult to achieve the right results on your own.

Hiring a graphic design partner with web design experience will ensure you create a web presence that speaks to your brand and contributes to your overall business objectives. Make sure you ask to review your design partner’s portfolio to get a feel for their overall aesthetic and how that translates to your brand.

 

About Us

At Rogue Print and Mail, our proven track record of delivering the highest quality print and graphic design services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

10 Tips for Faster, More Efficient Direct Mail Marketing

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Direct mail is one of the most effective forms of marketing, and is definitely one that should not be overlooked. Some agencies may view direct mail campaigns as being a waste of time and money, but they are actually anything but. Getting the right message out to prospective buyers and sellers is critical,  and direct mail marketing helps real estate agents do exactly that – and on a frequent basis.

With effective direct mail campaigns, real estate agencies are able ensure they capture their reader’s attention, and compel them to take action that will lead to a sale.

Here are 10 surefire direct mail marketing tips to help you convey the message you want to get across – in the way you need.

1: Minimize the use of buzzwords

Phrases and words like “360-degree”, “below market value”, “no money down”, “no mortgage needed”, and “FREE!” may sound like great content marketing buzzwords, but they actually send up red flags for your readers.

Cut down on the use of buzzwords, and your mailer will seem more professional and sound less like a sales pitch. It’s best to sell to a client without actually sounding like that is what you are doing.

2: Use short copy to keep the reader engaged and interested

Advertising copy directed toward Australian adults should be written at a reading grade of 9 or below. This can be done by using shorter words and sentences, and creating content with the lowest word count possible.

By hiring a professional writer who will keep this mind when creating copy, real estate agencies are far more likely to reach their target buyers and sellers.

3: Hire a professional printing company or service

Working with a professional print and mail company will not only save real estate agencies precious time that could be better spent closing sales, but it will also ensure their marketing pieces look more professional.

Professional print and mail companies offer a wide range of designs, a vast array of print solutions, and the best mailing solutions to fit your budget and the size of your mailer. Their experience and service ensure your direct mail marketing pieces look attractive, compelling, and professional, whilst maintaining your brand standards including fonts and colour requirements.

4: Include a reply card, or type of contact method

At its most basic level, a direct mailer should include an envelope and a letter or a an addressed  of some sort. It’s best, though, to make sure to also include a reply card or some other type of order form, or something directing the prospect to your website to fill in more details about themselves.

With technology being the way it is, most direct marketers are beginning to use landing pages for their responses. While this is a great method that should not be overlooked, it’s still best to include reply cards as an additional option. Landing pages are great, but giving prospective clients choices will go a long way.

In your direct mail marketing campaigns, you will want to include multiple response avenues – landing page, phone number, and a reply card or form. Even if you don’t expect the majority of your readers to use the reply card (as opposed to the other response channels), it still serves as a tangible reminder that they should respond. Combine this with a direct call-to-action within your copy, such as “Complete your details for the chance to win an IPad”, and the prospective client is far more likely to follow through with contact.

5: End a page in the middle of a sentence

Rather than going all the way to the end, end a page of copy in the middle of a sentence. This encourages prospective clients to keep reading along, and the action of actually turning the page, turning the card over, or opening the brochure, will keep the reader engaged. They will be more compelled to follow the call-to-action, since they have been actively involved in your mailer.

6: Use a compelling “P.S.” in your copy

“P.S.,” which stands for “Post Script” is actually one of the most frequently read parts of sales copy, and is a very effective means of compelling readers to take action.

Since the “P.S.” originated in letter correspondence, it has a more personal and humanistic feel to it. This makes it easier for clients to trust your agency brand, or individual real estate agent. It stands out, and grabs the reader’s attention.

7: Personalize the mailer as much as possible

By including a photo of yourself or another real estate agent from your team, you create a personal relationships of sorts with your prospective client. Take your target reader into account when selecting the image to use for your mailer. Would it be better to use an image of your agency, or an individual agent?

8: Include headlines and calls-to-action that create excitement

By getting readers excited about your content, the readers will be more likely to take action (using the reply card) if they see a direct benefit to doing so. By making your readers feel as though they will be missing out if they do not take action, you are compelling them to follow your call-to-action.

9: Include your website address on all advertisements

By including this modern contact information, your credibility and authority are increased. In this day of technology, your agency could be viewed in a negative light, or thought to be a scam, if you do not have the web address for your website listed. It also appears more professional than just a phone number would, and it helps boost your website traffic.

10: Bulk up your mailer

It has been proven that lumpy mailers get more attention than crisp and flat mailers. Oddly shaped envelopes are for more likely to be opened because they are interesting and pique the reader’s curiosity.

Putting It All Together

By using direct mail marketing, real estate agencies are able to save money, track their results, and target their advertising campaigns. Incorporating direct mail marketing into your marketing strategy will help guarantee you get the results and prospective buyers you are looking for. Increase the effectiveness of your marketing campaign by following the ten surefire tips mentioned above.

At Rogue Print and Mail, we have invested in incredible software that allows us to run highly personalised direct mail marketing campaigns, which take into account the aforementioned tips and benefits. Fully integrated campaigns that allow you to gather more and better data regarding your potential clients, and in turn, then allows you to market in a more targeted manner than ever before.

5 Direct Mail Marketing Secrets for Effective Marketing on a Tight Budget

Direct-Mail Pic

Even with the massive switch to email marketing campaigns, direct mail remains the most effective form of real estate marketing. It’s the ideal solution for lead generation and nurturing, personalisation, and creativity. With direct mail marketing, it’s possible to run everything from simple sales letters to more creative pieces that really get the reader’s attention. Each piece looks unique, and is more likely to be opened than an email.

While direct mail marketing is incredibly effective, it can also be quite pricey compared to email or letterbox drop marketing. Real estate agents and their companies must take into account: Their targeted list, the graphic design that goes into it, the paper and supplies being used, the printing and production, the mailing process, and the postage. It all starts to really add up, and cost quite a bit from start to finish.

How do you create powerful direct mail marketing campaigns on a tight budget? There are five secrets marketers don’t want you to know, and they will all help improve your return on investment (ROI).

Secret # 1: Be Innovative and Visual

It’s important to get a sense of what works and what doesn’t, so incorporating bold statements and bright colors can be highly effective. At the same time, you want to avoid insulting the intelligence of your leads by including big statements like, “MONEY BACK GUARANTEED,” or other such phrases. Yes, they are eye-catching. However, they also make your entire mailer look like a scam or piece of junk mail. Junk mail goes in the bin, which means you just lost money on that mailer.

If you are able to work with a graphic designer, freelance designer, or other artistically-inclined internal employee, you will able to save money. Graphic designers will know how to design your piece for maximum response, and can tell you how your idea should look in order to be most effectively executed. Since your campaign will have a better success rate with professionally designed pieces, you would end up saving money.

Secret # 2: Your Readers Don’t Know Everything

When designing and mailing your campaigns, you want to ensure each piece is personalized. Use the data you have been collecting on your leads, and use that to design each piece of direct mail that is sent out.

Since the design will be based off their own information, it will be relevant to them. The more relevant something is, the more likely your leads will be to engage with it. Even then, your readers don’t know everything. Your mailer should be compelling enough for them to want more information – the sort of information ONLY YOU can provide.

You know which houses are hot right now, and which properties would best suit your prospective client. Prove that in the mailer, and then include updated contact information for yourself or your agency. Include a call-to-action along with that information, and you will have a higher success rate – which brings us to secret number three.

Secret # 3: Use Call-to-Actions Within Your Mailers

If you want your reader to do something, tell them exactly what you want them to do by including a “call-to-action.” They will read along, stay engaged, and then be compelled to take action. That is exactly what effective advertising is designed to do, and exactly what you want yours to be doing. The call to action can be anything from a special offer, to a prize, that encourages the reader to take the action you are requesting of them.

Secret # 4: Consider the Medium

You could have the best information in the world, and even have it paired with the most eye-catching headlines. None of that would matter, though, if your mailers are printed on inferior paper or by inexperienced printing companies.

It’s important to invest in a professional print and design companies to not only save you money, but in order to avoid stress and frustration later on in the future. When it comes to printing companies, you will be able to send out thousands of flyers and letters for that new hot property, all without getting stressed out and falling behind.

Professional print and design firms have the equipment that allows them to print those larger jobs for clients, at extremely cost-effective rates. They will help you produce mailers that are marks above the rest. When it comes to lead generation and nurturing, this is essential.

Secret # 5: Personalise Each and Every Piece

Taking the time to personalise each piece – as suggested by Secret # 2 – can certainly be timing consuming. However, it’s the most effective way to stretch your direct mail marketing budget. Because the mail is going to be relevant to each specific reader, they are more likely to open it and follow your call-to-action. This will increase your return on investment.

When it really comes down to it, return on investment is far more important than cost. These secrets will all help you send out effective direct mail marketing campaigns on a budget, but will not cut down on your return on investment. To build it up, you need a great strategy, targeted lead list, and a compelling message.

Putting It All Together

By using direct mail advertising, real estate agencies are able to save money, track their results, and target their advertising campaigns. Incorporating direct mailing into your marketing strategy will help guarantee you improve your return on investment, and turn those leads into clients.

Further, as a printer with an understanding of the Australian postal systems, Rogue Print and Mail will be able to achieve significant savings of up to 40% on your postage costs – savings that can virtually off-set the cost of conducting the printing through us.

 

At Rogue Print and Mail, we have invested in incredible software that allows us to run highly personalised direct mail advertising campaigns on a budget. Fully integrated campaigns that allow you to gather more and better data regarding your potential clients, and in turn, then allows you to market in a more targeted manner than ever before.

We are a print, design, signage, and mail-house company with a combined team experience of over 40 years within the print industry. Pair this with state-of-the art print and finish equipment, and our passion for bringing you the most efficient and cost effective solutions available, and you have a print partnership you can count on!

Check out our online print ordering website, www.rogueprintandmail.com.au, for more information about our services. Give us a call on 1300 65 85 00 for a quote, or send us an email at quotes@rogueprintandmail.com.au.

W

e look forward to working with you!

6 Tips for Using Personalisation to Improve Direct Mail Marketing

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Think about it: Are you more likely to open a piece of mail addressed to “Current Resident”, or one that is specifically addressed to you?

More likely than not, you’re going to go with the one with your name on it, because it’s personally addressed. Your clients would do the same thing.

What Is Personalisation?

Personalisation is a powerful marketing strategy, especially since it’s fairly easy to provide relevant material to a variety of clients, but many real estate agencies just aren’t doing it. Personalisation involves collecting detailed client information in order to create content delivery framework that presents the information in a way that is relevant and helpful to the client.

With this tactic, the information becomes relevant to your client because you know them. This helps convey the right message, at the right time, to the right client. Over time, this type of curated experience becomes even more relevant and engaging – resulting in you closing the deal on that property.

Creating individually personalised pieces can make all the difference, and it’s easy to do. In fact, research by InfoTrends reflects that personalization significantly improves campaign performance by an average of 50% for multimedia campaigns. Use direct mailing in conjunction with your digital marketing campaigns, and you will undoubtedly see an increase in responses.

Ways to Use Personalisation in Direct Mail Marketing

 

Regardless of what your target client is like, there are several effective ways to personalise your direct mail marketing that won’t result in your packages ending up in the recycling bin.

  1. Use the client’s name: This is the easiest way to start personalizing your direct mail piece, but one of the most effective. Adding the recipient’s first name in the headline of a letter or postcard will grab their attention and compel them to keep reading. You can simply add it to the existing message you’ve been using, such as, “Derek, check out the new properties available in your area. They’re going quick!”
  2. Look at previous properties: If you know a prospective client tends to look for properties in a certain type of area (such as one with a reputable school and family parks nearby), use that information when you send out your mailers. For example, you could use images that correspond to the family lifestyle.
  3. Current Location: Point out that others in their neighborhood have used your agency, and your prospective client shouldn’t miss out on your services. Include a letter with information on the current prices of homes in their area, and mention you can help them find one that fits within their budget.
  4. Compel your reader: Listing your website address, phone number, and social media handles is certainly helpful – but it’s not enough. You need to ask your reader to take action. Do you list a number you want your clients to call? Ask them to make that phone call. Do you have a website you want them to visit? Do you want a mail response? Ask, suggest, and compel your audience to respond. Make the information easy to read, with bullet points that list the key information, and give them an incentive to get in contact with you – it could be entering a prize draw, or it could be receiving a simple piece such as a handy “tips and tricks guide to maximise the sale price of your home”….
  5. Include a personalised URL: Personalised URLs (PURLs) are very popular and extremely effective way to personalise your marketing. Make sure the client will receive valuable content by using the personalised URL. One such way of doing this is to offer a listing of properties that directly relate to the prospective client’s interests, past residential history, and overall demographic.
  6. Tailor the communications: For example, if you know a certain client has children in their household, mail out pieces that focus on properties that would be great for families. Through the interrogation of the data that you have built up, both regarding sellers and buyers, you can match buyers directly to houses within your area, and make direct contact with the owners to discuss the interest in their property and whether they would like to sell – in other words, you can bring properties to market that might not have otherwise been a consideration!

The more relevant the direct mail piece is, the less likely it will be tossed into the junk mail bin. Why would you waste money sending direct mail to people who don’t want it, when you could be sending it to people who would actually use your services?  Using personalisation has proven to significantly boost responses, compared to generic direct mailing.

Putting It All Together

When real estate agencies focus on creating one-on-one engagement with their clients, and base the entire buying/selling experience on that engagement, the results are much higher. When a client knows the content they receive will be fresh, relevant, and helpful, they will look forward to the next communication. It will be this communication that will play a salient role in their final decisions.

Incorporating these methods for direct mail personalisation will help ensure you get the results you’re looking for. Make sure you’re leveraging the most effective practices that increase response and compel prospective clients to take action.

At Rogue Print and Mail, we have invested in incredible software that allows us to run highly personalised cross media marketing campaigns which enable you to achieve all the things I have talked about above, and so much more.  Fully integrated campaigns that allow you to gather more and better data regarding your potential clients, and in turn, then allows you to market in a more targeted manner than ever before.

For advice on effective cross media marketing, and to see how easily your cross media marketing can be managed, email me directly on paul.stenhouse@rogueprintandmail.com.au or call 1300 65 85 00 to arrange an obligation free 10 minute discussion with one of my expert team.

We look forward to hearing from you!

How To Develop A Cross Media Marketing Strategy

Crossmedia Concept, Infografik

Cross media marketing is one of the hottest trends in the marketing world in 2017, and when you have the right strategy, it can be an incredibly innovative, effective, and lucrative way to connect with your customers.

But if you’re new to the cross media marketing game, coming up with a strategy might seem daunting. With so many moving parts to consider (different media channels, different KPIs, different customer bases), coming up with an effective cross media marketing strategy that delivers the kind of results you’re looking for is definitely a challenge.

But it doesn’t have to be. Once you know which areas to consider, developing a cross media marketing strategy is just a simple matter of checking off the boxes.

Let’s take a look at how to develop a cross media marketing strategy:

 

Define Your Goals

Before you do anything else, it’s imperative that you define your goals for your cross media campaigns. If you don’t know your metrics for success, it will be impossible to measure how well your campaign performs.

Ask yourself “what results do I hope to gain from this campaign?” Is it driving sales for a new product? Getting more opt-ins for your email list? Increasing brand recognition by appearing on larger media channels? Define what success means to you and then define the metrics that you’ll measure that success against; so, for example, a successful campaign might mean 10K+ new email subscribers or $1mil in sales for your new product.

 

Get To Know Your Audience and Choose Your Media Accordingly

Before you start putting your cross media marketing campaign into play, it’s also important to get to know your audience so you can optimise your strategy to get results from your particular demographic. Different customers will respond differently to different media channels, and you want to plan your campaign accordingly.

So, for example, if you’re targeting a millennial audience that’s heavy on mobile, you would likely want to consider social media, PURLs, and SMS messaging as effective channels to reach your target demographic. If you’re targeting an older audience who’s traditionally less tech-savvy, you might want to focus on more traditional media channels like print or TV.

 

Develop Your Campaign

Once you’ve got your KPIs, audience, and media channels locked in, it’s time to actually develop your campaign and create the content you’re going to push out from each channel.

The most important piece of a successful cross media marketing campaign is consistency across channels. So even though you’ll be pushing out different content on say, social media and print, you still want to create a consistent brand experience across all channels to give your campaign a cohesive feel.

 

Track Your Channels and Metrics

Once your campaign is out into the world, it’s important that you track all of your data and metrics. Obviously, you’ll need to track response rate on all channels, but you’ll also want to keep an eye on other metrics, like the time of day people are most likely to respond and which channels are connecting best with specific sectors of your audience. When you have that data, it allows you to…

 

Optimise

Take your data and metrics and use them to continually optimise your strategy to improve your results and response rate. The best campaigns are the ones that evolve to meet the needs of their audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  
I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.