In this age of bipartisan political discourse, the idea of “working together” seems to have fallen by the wayside. But often, a collaboration of different viewpoints and ideas results in a successful, symbiotic relationship. During the last decade, digital media has skyrocketed to power with rumors of print media being on its way to impeachment. But rest assured, these two
parties CAN come together for the betterment of your marketing campaign!
1. Use social media to drive your base to print. Social media reaches a large audience quickly while encouraging engagement and interaction in real time. An effortless way to combine print and digital is to use social media as a starting point for your print campaigns. For instance, you could use social media insights to gather user data like demographics and interests to better target your customer base. This information would help you design a more tailored direct mailer you could send to the zip codes that match your demographic. In addition, you could utilize social media ads to encourage people to click through to a similarly designed website landing page, promoting a downloadble print piece offer or giveaway in exchange for their mailing address.
2. Use print to drive your base to digital. Traditionally, communicators have used print media to spread the word about a product or service and to raise brand awareness. However, in collaboration with digital, you can add a more measurable bang for your buck by including a call to action in your print ad. This could include sending visitors to a website landing page, asking for “follows” or “likes,” asking for e-newsletter or blog subscriptions, or asking for online donations. Using hashtags with your printed pieces is a good way to encourage sharable moments that users will voluntarily share on your social media channels. Indiana University did just that with its #IUsaidYes campaign. Students received bright red envelopes in the mail announcing IU had accepted their applications. IU then encouraged the students to post selfies with the hashtag #IUsaidYes. Another bonus? You’ll save money by avoiding designing, printing and mailing large print items with excessive information. Instead, you can use a smaller, more concise print piece to lead your audience to your digital content. Once there, they can dive deeper into your product or service.
3. Listen to your people. Another important aspect of ensuring a successful campaign is to note evidence of audience engagement. Track the visits to your customized landing page. Encourage people to comment on blogs and other social media posts. You might even consider offering contests or discounts in exchange for them taking a brief survey. (SurveyMonkey has affordable monthly plans.)
Merging traditional print and modern digital gives us a fresh and unique opportunity to connect with our audience. In the end, it is safe to say that digital does not dictate, and the print empire has not fallen. On the contrary, they are ready to come together for a successful marketing campaign!