On Monday, I opened my inbox and there were 91 emails from various businesses I have purchased from in the past, and some that I just scrolled their site. I barely glanced at them and hit delete. No time for that.

I only have time to read those emails when I need to re-purchase or have a REALLY great subject line that lures me in. I’m a perpetual student of marketing.

In my other “inbox,” the large rectangle one at the end of the driveway (my mailbox), when that mail arrives every day it’s a small pile, so when something interesting is delivered, it gets seen.

The best one of all…

When I am at a business after a purchase or visit, if they hand me something I can use on my next visit, like a “bounce back,” I am more likely to hold on to it and come back to that business over the competition sooner before the offer expires. I love that!

Here’s The Most Valuable Marketing Strategy Ever

The most valuable marketing tool of all time is… using everything you have in your toolbox!

Sorry I know you were probably looking for a silver bullet, and those went out with the fax machine.

Marketing is all about getting your message in front of the right people and using the right media, at the right time. It’s often referred to as a three-legged stool. None of them will work without the others.

But because you can never know when someone needs to hear your message or how they like to receive it – your marketing efforts need to use all the communication methods available to you. This is frequently called omnichannel communication or multi-media communication, enabling you to send consistent messages across ALL channels.

It’s shotgun marketing vs. a single bullet. You are far more likely to hit your target.

When most people think about marketing, they think about online methods such as social media, email campaigns, and search engine optimization. Most don’t even know what these mean.

All of these can all be extremely successful, especially since they are so cost-effective. But to amplify their effectiveness, they are better when combined with direct response print marketing to target audiences that you might be missing out on or not engaging frequently.

The Power Of Print

You might be thinking that print marketing is dead, but it’s actually more effective than ever. When it comes to marketing, you can’t beat the effectiveness of a printed piece. Sure, digital marketing is all the rage these days, but there’s something about a tangible piece that just can’t be beaten. Because it’s a physical medium, people hold it in their hands, and it can be very effective in generating response rates. They see value in a printed piece such as an envelope with a prize inside over a text. Wouldn’t you?

Here are four reasons why print marketing still rules the marketing kingdom:

  1. Reach: With digital media, you’re limited by who sees your ad. But with print media, your marketing can be directed specifically to your target audience.
  2. Intimacy: Digital ads are often ignored because they feel impersonal and invasive, and they can be easily missed. But well-done print marketing can feel personal and engaging.
  3. Persistence: A digital ad will disappear as soon as it’s no longer new. But a well-done print marketing will stay pinned to people’s fridges or in their cars are reminders after it’s been delivered.
  4. Uniqueness: These days, print marketing has become a bit of a unicorn. Doing the opposite of what everyone else is doing will make you stand out and make your marketing that much more responsive. This is your chance to stand out from your competition.

Enter The Conversation In Their Minds

Slipstream marketing is a great way to combine print and digital marketing techniques to really enter the conversation in your customers’ minds. By aligning with an event that is familiar to them, you’re more likely to get their attention and response.

Slipstream marketing could be based on a current event, like the Olympics, an election, a local community event, or a popular culture reference. Or more simply, the change in seasons. Or maybe even a slap across the face at an award show. Have you seen the memes???

At this time of year, as spring is approaching, people feel like they are coming out of hibernation. The cold, dark days of winter have passed, and they are getting back to regular routines and dining out more frequently. Now’s the time to pounce.

Use Seasonal Marketing To Your Advantage

Here’s an example of slipstream marketing we did that was tied to a seasonal May event, Cinco De Mayo – it encourages customers who have already spent money in the business to come back again sooner than they might have otherwise. The back gives them more information on how to redeem it on their next visit (including a tight expiry date) and the opportunity to enter a contest by providing their contact information. This helps the business grow their customer list.

Print marketing is one of the oldest and most effective forms of marketing. It’s still one of the most effective ways to reach out to customers who might not be engaged with your business through other methods.

The key to using print media effectively is understanding your audience and what will appeal to them. When you combine different techniques, slipstream marketing, bounce back promotions, and digital channels, there’s an even more powerful impact. Don’t be afraid to try something new – like using print media in an unexpected way. You might be surprised at how effective it can be.

Use Marketing Campaigns To Bounce Them Back In

Bounce back promotions are my favorite way to use print media to increase customer engagement and loyalty. When used effectively, bounce back promotions can generate impressive results for businesses because they focus on retaining the customers who already like and use your business.

Bounce backs encourage a faster return to purchase again because they reach customers who already know you – and can be encouraged to return sooner, spending more money. By enticing them with a special offer or discount after they have paid their bill, you can encourage them to come back and buy from you again.

One of the most popular bounce back promotions we do for our clients are Spring-related scratch off promotions. This seasonal campaign allows you to choose a variety of prizes and add curiosity and excitement to your customer experience. Best of all, they need to bring them back to scratch them and see what they have won.

The Biggest Bounce Back Winner Of All Time!

Another perennial success and we’ve used it for clients at every time of year with amazing results – is a No Peeking Promotion. It’s really a scratch off in a different format. Their prize is hidden inside the envelope, and they can’t open it until they return again.

The sample below from Sluggo’s had an 82% redemption rate (which is UNBELIEVABLE) and increased his sales by $110,128. That’s a nice boost in sales by anyone’s standards!

Find out how to get your customized Spring No Peeking Promotion

The Magic Pill

I hate to say it, but there isn’t one. You need to combine all the multiple channels of communication tools available to you to be creating the magic.

When it comes to effective marketing, nothing beats the power of print COMBINED with all the digital marketing. Use your digital marketing channels to highlight your printed campaign – beforehand, let everyone know it’s going to be happening, tease them with what they could win if they come in to take part.

Once you start handing them out, share it to your digital media, encouraging more visits to come and get theirs. Then, once they have been given out and start to be redeemed, feature your winners and remind everyone of the expiry date so they don’t miss out.

With its ability to reach a large audience with a personal touch, creating print media can be your go-to choice for increased sales, retaining customers, and setting your business apart from all the other options available to them.

Need To Boost Spring Sales?

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Michael Thibault
Michael Thibault

Michael Thibault

Known as “The Done For You Marketing Guy for Restaurants.” International Speaker on Restaurant Marketing. Published contributing author of 4 Marketing Books. Industry expert on Google Searches and Review Sites. Recovering Independent Restaurant Owner and Caterer of over 21 years. And, all-around good guy.

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