5 Tips for Leveraging Personalization in Your Marketing Efforts, Part 2
Near-laser quality, wide format ink-jet imaging can be placed in multiple locations in a variety of colors and fonts. You can digitally print archived images as well as variable text to increase lift with targeted offers of special discounts and free shipping; build store traffic with maps and barcoded coupons; or drive web activity with personalized URLs. Combine personalized imaging with involvement devices like dot whacks and Post-it notes or flags for even more personalization.
3. Leverage timing with personalization. Timing is a factor that often gets underplayed in personalized content. Good timing brings out the best in customization; but even the most personalized content likely won't overcome poor timing.
Timing can also play a big role in cross-sell and upsell opportunities. For example, think about car dealerships and how they keep their customers engaged. They don’t want to just sell you a new car; they want you to return for warranty work, routine maintenance and accessory purchases as well. The more they can get you to buy, the more likely you are to regard them as “your dealership,” and the less likely you are to solely shop on price.
That’s why progressive car dealers, generally working in partnership with manufacturers, capture product and service purchase data, then send timely, personalized promotions for everything from service interval reminders to accessories and model-branded clothing.
4. Leverage additional opportunities to use personalization. Think about additional touchpoints where you can effectively leverage your data for personalized content. Are you personalizing your billing statements and order forms, for instance?
Variable data digital printing solutions let you create highly personalized offers. Plus, color is now well established in the marketplace, and many marketers have improved their information management systems to a degree that allows them to support truly dynamic, highly targeted applications for their promotional and transactional printing strategies.