AR, VR, and Other Ways to Use Technology in a Print Campaign

QRticketsFrom the affordable headsets that take users into another setting or world via virtual reality to games like Pokémon Go and even children’s coloring pages, technology is impacting the way we live and seek out entertainment. It may seem like virtual or augmented reality is firmly fixed in the digital world (and therefore of no interest to those who create and use printed pieces), but a surprising amount of technology can be incorporated into printed media.

Augmented Reality and Printing

Augmented reality technology provides an overly to the “real world” you can see via your phone’s camera, adding digital elements to the space around you. Pokémon GO is the best recent example of AR in action, and retailers like IKEA also use it to allow you to see what furniture pieces would look like in your own home.

Adding AR elements to your printed pieces gives people a whole new way to interact with your postcards, business cards, catalogs, and more. It also adds an element of fun and makes it more likely that the recipient of the piece will want to hang onto it and even show it off.

While not everyone will “get” AR right away, recent hits like Pokémon Go show that AR can be accepted by a wide group of ages and demographics. From including an interactive game in your materials (as Toys R Us did in a recent catalog) to using a playful mascot or other element, creative use of AR can help your printed piece make a splash in the real world.

QR Codes

Those little square barcodes are an ideal match for printed pieces and can bring visitors to your site. Since QR codes are designed to be read with a smartphone, you give the person holding your printed material the ability to visit your site in an instant. Use a QR code on your printed piece to link to a special offer, unlock content, or even provide additional information. QR codes are small and won’t take up much space on your printed materials, and incorporating one allows your prospects and recipients to interact with your business in a whole new way.

QR Codes and Virtual Reality

Immerse your reader in your printed materials by providing a QR code that links the viewer to a virtual reality experience or unlocks additional content. If you already have a VR showroom, game, or content, then making it easy for users to access it by simply scanning a QR code ensures you get plenty of extra traffic, without taking up space on your materials.

Variable Data Printing

This type of technology won’t change the look of your printed pieces, but it can help personalize the materials you create. Your customer won’t notice anything special about the printing, but they will think you’re really in tune with what they want and need.

The ability to create on-demand pieces that match your customer’s preferences boosts the likelihood that your offer will resonate with them. Used primarily in direct mail, but adaptable to other pieces, variable data printing allows you to target the elements used in a specific piece to the intended recipient. This technology is particularly useful for targeted marketing campaigns with a personal touch.

Adding a dash of high tech to your printed materials gives you additional ways to connect with customers and helps you get the most from your printing investment. Your pieces are also more likely to start a conversation, grab attention, and even be saved by the recipient, boosting their long-term value and ensuring your brand is remembered when your prospect needs something.


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How to Take the Lessons Learned in Online Marketing and Apply Them to the World of Print

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Print marketing isn’t going anywhere anytime soon. Over the last few years, people are coming to the realization that digital and print isn’t an “either/or” scenario. Many use one to supplement and compliment the other to great effect. Despite this, people still tend to think of them as two different mediums, thinking you have different rules that you use online than those that you follow in print.

Because online marketing has become so prominent, it has taught us some very valuable lessons. One of which is that those lessons aren’t reserved only for the digital market. You can apply those lessons to your print collateral and come out all the better for it.

Marketing Is About Intimacy

Perhaps the biggest lesson that various digital and online marketing channels have taught us is that at the end of the day, you’re not trying to “sell” to someone at all. You’re trying to connect with them. The best marketing reaches out to customers and prospects in an intimate way that establishes the type of bond that turns prospective customers into buyers, and buyers into loyal advocates.

On the internet, this often takes the form of various social media and related techniques – after all, what could be more intimate than contacting someone on a small device that they carry around with them all day? The key takeaway, however, is that you DO have a way to maintain this intimacy in the world of print marketing, too.

According to a study conducted by the United States Postal Service, sixty-nine percent of people who responded said that they felt direct mail was more personal than internet mail. Emails may be great and efficient, but an actual letter (or in the case of a marketer, a flyer or brochure) is something tangible. They can hold it in their hands, pin it up on the refrigerator and share it with their friends and loved ones.

Optimizing Print Campaigns Through a Digital Lens

So how do you take full advantage of this fact and build the type of intimacy and emotional connection you can online? Simple. Take the rules that the internet forced marketers to adopt and apply them back into your print campaign.

Don’t just tell the story of a product or service, tell the story of your entire organization. Bring people into the fold and let them see who you are, what you’re all about, and why you do what you do. According to Millward Brown, physical materials forge a stronger connection inside the human brain than digital media ever can.

You can also take the valuable data you’re gathering about your audience from the digital world and apply that back into your print collateral. Marketing has gotten hyper-specific. By using various software, you now know precisely what type of white paper, blog post, or video to send to someone at just the right point in the customer journey to help nurture that lead and guide them through to the desired outcome. Taking that one step further, you can also use the same insights to know exactly what type of flyer someone needs to receive in the mail, or take a successful visual element from social media and transform it into your next poster.

Print media is a format that people are naturally wired to engage with. If you can provide them with materials that are worth engaging with, similar to and combined with what digital agencies have been doing over the last few years, you’re in an incredibly powerful position as a result.


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Realize the Amazing Power of Your Blog: Blogging and Social Media

thumbs-up-print-it-plusDigital marketing, it’s pretty simple, right? Draft up 500+ words of amazingly educational and entertaining content, upload it onto your blog, maybe sprinkle on a little SEO magic and you’re good…right? Well, let’s just put it this way: if you have teenagers, they’re rolling their eyes at you. If you have dogs, they’re staring at you with that head-cocked-to-the-side look they give you when you’re missing the obvious.

Ok, maybe it’s not as obvious as pick up ball…throw ball, but if you spend any time reading about online marketing, you’ve got to know how important of a role your blog can play in growing your client base. Don’t worry, though, you’re not alone. It’s surprising how many established and emerging businesses underestimate the power of their blog. With a few added steps, you too can realize the amazing power of your blog.

Active Content Distribution

When you were planning your wedding or “Sweet 16” party, you didn’t spend hundreds or thousands of dollars on gorgeous invitations just to leave them in the box, did you? Of course not! You sent them out into the world so they could tell the world the exciting news.

The same concept rings true for your blog content. They key is to actively push your content out into the world so people can line up to dance with you, money in hand. You want to get your content out on as many channels as you can. So this means:

  • Tweet out your headlines and grabbers with a link to your content
  • Post a summary of your content to Facebook
  • Add your blog to your Google+ and LinkedIn Feeds
  • Upload the cool images you post with your blog article to Pinterest and Instagram
  • Turn your blog into a podcast or video and upload to YouTube
  • Find out where your clients are hanging out and get your content out there!

It may sound a little daunting, but most of that can be done in one step using online tools that will help you to schedule your releases to touch your prospects and clients on a daily basis. Aim for 2-3 releases per day.

Sales Funnels

Depending on your business, your sales funnel can look much different than the business next door. So, without getting into too much detail, let’s take a high-level look at what a sales funnel is and how your blog and other web content plays a role.

Typically, your blog articles will have one or more links to other pages of your website. You can be strategic about this and push (“funnel”) them to where you want them to go. The page(s) that you’re pushing your readers to may have a certain call to action that encourages them to give you their email address in exchange for something they find valuable. This could be a free white paper, free trial, webinar or other free consideration to obtain that valuable email address.

Once you have the prospect’s email address, you can now trickle out relevant content (likely from your blog) into their brains via email. You’ll have additional links to free content or additional sales pages that your prospects can click to when they’re ready to make their purchase.

The sales funnel is all about grabbing that email address and using it to establish yourself as an expert in the field so that people will trust you enough or like you enough to buy what you’re selling.

Strategic Alliances

Too many business owners think they have to do everything alone. This is not only sad, but also a dangerous fallacy that may be choking off your business revenues. One of the big keys to building your business is teaming up with other complementary (not competing) businesses to expand your reach.

According to Andrew Davis, author of “Brandscaping: Unleashing the Power of Partnership” businesses that partner usually experience rapid success with their content. The key is to make your content noteworthy, so when you reach out to potential partners, they’ll be impressed and want to work with you.

There are a host of ways to initiate strategic alliances. They all start with recognizing those businesses that complement your product or service and share your audience. From there, consider reading their blogs to see what they’re writing about. Send them an email proposing a guest blog article that would be of interest to their audience and a link to your site. That opens a dialogue that can lead to tremendous collective success.


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