You’ve done the hard part. Your sales and marketing efforts have worked, and you secured a new customer. Job done, right? Not by a long shot. When a new customer decides to partner with your business, it’s crucial to reinforce their decision and assure them they made the right choice. One effective way to do this is by providing a well-crafted print piece that not only welcomes them but also highlights the benefits of your partnership. After that, don’t be a stranger. Make sure the customer hears from you regularly. A communication sequence is a powerful tool to stay top of mind and ensure your new customer becomes a life-long customer. In our 30+ years of helping businesses, we’ve seen some truly excellent examples of this strategy. We’ve outlined some important factors to consider when applying this strategy.
The Power of Print
Print marketing offers a unique opportunity to engage with customers in a tactile and memorable way. Unlike something sent digitally via email, print materials can be held, touched, and saved for future reference. A high-quality print piece conveys professionalism and attention to detail, creating a positive impression that confirms the customer made the right choice.
Design an Impressive Print Piece to Match Your Brand
1. High-Quality Materials:
Use premium paper and finishes. Glossy or matte finishes, embossing, and foil stamping can add a touch of elegance and make your print piece memorable and reflect your brand’s standards.
2. Eye-Catching Design:
This may be a piece where you want to invest in professional graphic design. A clean, visually appealing layout with a balanced use of colors, fonts, and images will attract attention and convey your brand’s message effectively.
3. Clear Messaging:
Ensure your print piece has a clear and concise message. Reinforce the benefits that brought them to you in the first place. Highlight the benefits of your products or services, include a compelling call to action, and make it easy for customers to deepen the relationship. Whether it’s an additional purchase or engagement within a community, make sure it’s a simple process.
4. Personalization:
Personalize your print materials to demonstrate the importance of the relationship. Use variable data printing to include the recipient’s name, tailored offers, or relevant information, making the piece feel more customized and engaging. If variable printing isn’t an option, simply writing their name or including a personalized not also gets the job done.
Follow Up!
Often companies assume that after the initial sale is complete, the work is done. The truth is, your marketing and communication should stay consistent. A successful print marketing campaign should be part of a larger, cohesive communication strategy. Here’s an example of how to sequence your communications for maximum impact:
Week 1: Initial Print Piece
Send your high-quality print piece that welcomes your new customer and enforces your brand identity.
Week 2: Follow-Up Email
Reference the print piece, offer additional insights, and include a call to action.
Week 3: Postcard
Reinforce your message with a visually appealing postcard highlighting a specific product or service.
Week 4: Phone Call
Reach out personally to discuss the recipient’s needs and answer any questions. Check in to make sure the product or service they purchased is meeting expectations.
Week 5: Special Offer via Email
Send a personalized email with a special offer or discount to encourage another transaction.
Week 6: Follow-Up Postcard or Catalog
Provide a final nudge with a detailed catalog or another postcard reinforcing the value of your offerings.
Monthly: Email Blast or Newsletter
Send helpful information or offers periodically to maintain the relationship and stay top-of-mind.
Measuring Success
Track the effectiveness of your campaign through:
Response Rates: Monitor the number of inquiries or sales generated from each of these methods of communication.
Customer Feedback: Gather feedback from customers about their experience with your different materials. Sending a survey is an efficient way to get a large response at once.
Conversion Rates: Measure how many recipients took the desired action (e.g., visited your website, made a purchase, answered the phone, etc.).
Conclusion
Reassuring new customers with a quality print piece and continued engagement is a powerful way to build trust, reinforce your brand identity, and encourage repeat business. By investing in high-quality, personalized print materials, you can ensure that new customers feel confident in their decision to partner with your business and are excited about the journey ahead. Staying in touch through a host of methods keeps the relationship with your customer fresh and alive. If you’d like any further consultation on how to develop a print piece like we’ve outlined here, please don’t hesitate to reach out.
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