Communication and interaction are key to successful marketing campaigns.
05/24/11
If Facebook and Twitter have proven anything, it's that people like to be involved with brands, whether it's by providing feedback, participating in contests or simply reading promotional messages. While print marketing has traditionally been used as a one-way communication channel, businesses may see better results by encouraging customer interaction. For example, a door hanger printing campaign could ask consumers to read the promotional message and then email feedback to the company, or postcards could include a quick response code that links recipients to social media pages. "Consumers have established that they have insights about your company, your products and/or your services. Why muzzle them with your direct mail piece? Ask them to respond ... converse," suggests Business 2 Community. This approach encourages businesses to use a variety of promotional channels rather than one. While print marketing is effective by itself, not every demographic regards it in the same way, so entrepreneurs will need to use a variety of platforms to maximize reach.
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