Communicorp: Make it Personal with Innovative Print Solutions (SECONDARY)

Amanda Bass

Monday, June 13th, 2016

There’s no denying that we live in a digital world that is always competing for our attention – from downloading the latest app to watching videos and engaging in online chat sessions. While many of these digital platforms have infiltrated the marketing industry, some experts advise us to retain the power of traditional print to help you make a creative impact in the marketplace.

Print collateral is not only a wonderful way to get back to the basics of coupling graphic design with impactful messaging; it’s also a great channel for one-to-one (1:1) marketing, helping to facilitate a more personal connection with your brand.

When done properly, 1:1 marketing can significantly increase the value of your customer relationships. The idea is quite simple; personalize your marketing and sales collateral so that it allows you to communicate with your customers in a way that’s unique and specific to them. By implementing these techniques, you can foster greater brand loyalty and generate a greater return on your marketing investment.

Fortunately, there are numerous ways to leverage print solutions to make it personal for your target audience. In fact, Communicorp, a recognized best-in-class print service provider in the graphics communications industry, created a multi-level marketing campaign leveraging print solutions for Aflac’s Pacific Territory Convention to encourage sales teams to qualify for a free trip to the convention in Hawaii.

Communicorp’s approach combined traditional print with personalized messaging, for targeting individual sales reps more effectively. Instead of sales reps receiving mass communications materials, they received personalized campaign materials with their name and individual sales data, so they could be inspired to reach their goals. Print collateral such as direct mail pieces, printed hangtags, mini-flyers and other marketing collateral included variable data to personalize each piece. As a result of this custom printing strategy, sales reps garnered far more sales during the qualifying campaign period, and many earned a free convention trip.

With so many creative ways to increase 1:1 engagement through print, here are a few tips to consider:

Gather and Collect Data: There’s no way to personalize customer interaction without solid data that can be tracked and analyzed. Use a customer relationship management tool that allows you to track all of the demographic information as well as personal notes and details that are exclusive to each customer. You can then use this data to customize marketing campaigns, and create a stronger connection with customers.

Don’t Overdo It: Remember, you want your print solutions to drive a creative and powerful connection with customers, so keep your design simple. Too many graphics, colors or gimmicky design elements can overshadow the core message and confuse your audience. Use strong design elements that will enhance the content and highlight the personalized message intended for your customer.

Go Digital: There are simple ways to incorporate digital solutions into your print marketing tools and track variable data. For example, if your personal message mentions a product that a customer is interested in, you can use Clickable Print technology in a flyer or postcard that leads to a video showcasing the product. This is a great way to impress customers and inspire their purchasing decision.

The trend of personalized communications is here to stay as customers demand to feel valued by the companies they patronize. Organizations that incorporate creative ways to deliver 1:1 interactions with customers will continue to stay ahead of the game.

Get in touch with our award-winning design team today to see how they can help you personalize your next campaign. We’d love to partner with you and help you see what more we can do together.

About Amanda Bass

Currently, Amanda leads sales and marketing efforts at Communicorp, a Columbus-based subsidiary of Aflac, specializing in design-to-delivery marketing solutions.