At the simpler end of the scale, paper weight can have a huge impact on the perception of collaral and subsequently, a brand. In the same way that a low price can leave the impression that a product is inferior to a higher priced product, the heavier the paper, the more compelling the assumption that it is a quality piece of print and a quality product.
Anything’s possible with some creativity
Despite the exciting possibilities, brands are still a little nervous of using the full potential of print. Budget plays a big part in preventing brands from experimenting.
However, in a market where brand loyalty is low – the Salmat Marketing Report 2018 revealed that Aussie consumers are loyal to between one and four brands only – it is more important than ever to find ways to stand out from the crowd. Scented inks, for example, can be used in more exotic print finishes to perfume marketing collateral, which create associations with brands or products. For example, using leather scented ink can invoke the association with a new car.
Sampling is another great way to experiment. Targeted letterbox sampling can help increase consumer activity and drive sales. For example, dishwashing tablets – two tablets shrink-wrapped, with a flyer and a special offer inside – can let recipients try the product, register online to activate the special offer, then visit their local supermarket and purchase it at a discount.
Shape is yet another factor to be considered – marketing collateral in the shape of a car for a car dealer or the shape of a ring for a jewellery store, or a coffee-cup shaped fridge magnet from the local café, for instance.
Bells and whistles like scented ink, sampling, and creatively shaped material are all well and good, but the core tenets of Letterbox Marketing should not be forgotten. This means including a clear call to action. Whether this is a voucher code redeemable in store or online, or simply an announcement of a buy-one-get-one-free offer, it’s imperative to include clear instructions for the reader of where and how they can get the deal.
Make experiences memorable
In the same way that printing out an email to read is more likely to stick to our memory, print touches more senses and is therefore, more likely to be remembered.
The more memorable the experience for the user, the more likely that they are to try a product. Consider a smaller run, but of a higher standard of print. Make the budget work harder by being smarter with print.
Boutique brands have proven more likely to experiment with small, but targeted campaigns – the investment in more elaborate print finishes is particularly suited when promoting high-value items, where one or two sales could justify the whole campaign.
In addition, target the campaign – we at Salmat use our proprietary media planning tool, Swiftplan, to help get the right message to the right person, at the right time.
But remember, when tracking the success of Letterbox Marketing campaigns, be prepared to assess it over a prolonged period beyond a typical digital campaign. Printed collateral, afterall, can live in a home far longer than a promotional email lives in an inbox.
To learn more about Letterbox Marketing, download the e-book.