Author: Bryan Formhals, Senior Marketing Specialist
As the economy continues to recover from the pandemic, marketers and brands are facing new challenges from rising input costs, labor shortages, and continued supply chain disruptions. With all this uncertainty, gaining an edge in the market and optimizing marketing programs becomes even more important. One place to gain insights is from industry peers and experts developing innovative solutions.
Every spring NEMOA (National Etailing & Mailing Organization of America) holds their first of two summits, bringing together leading experts to share their insights on the current market, providing the opportunity to network with peers, and have lively discussions about the biggest topics in the industry.
This year’s spring summit was held virtually and we at Nahan were thrilled to attend and present our roundtable conversation on ‘Extending your Catalogs Reach by Geo Targeting Mobile Users.’
We also attended several of the presentations and roundtables to learn what some of the best minds in the industry are thinking. Here are a few of the key takeaways:
DTC Brands Turn to Print Inserts
In ‘The Power of Marketing Via Print Inserts’ hosted by by Craig Kapilow, Senior Director, Strategic Partnerships RUE GILT GROUP, we learned how digitally-native brands are utilizing print inserts for brand awareness and customer acquisition.
They also offer a great way to delight when they open their packages by offering a little surprise, which everyone loves! Another key advantage of print inserts is the ability to include offers from thirty party partners. Craig warned that brands shouldn’t try to do too much with their inserts and should make sure their brand and logo are always prominent, as well as including a crystal clear call to action and value proposition.
Getting Creative with Catalogs
Catalogs are a big investment, making it critical marketers assure their effectiveness in engaging with their customers. In “Catalogs: Creative and Creation,” Brent Niemuth, J. Schmid spoke with Jackie Ardrey of Grandin Road and Bryan Seeley of BSW to learn their insights about tactics for creating beautiful, impactful catalogs.
For Seeley, catalogs are a great way to cut through the digital noise for their B2B focused customers in the broadcast industry. He recommends working with suppliers to help pay for catalogs, as well as featuring the people behind the brand, and most importantly, make it fun!
With Grandin Road, Ardey says catalogs are a source of inspiration and the best format for telling a broader and deeper brand story. Their customers are looking for inspiration and ideas and want to see something they have never seen. Their top tips are to elevate the creative by focusing on great photography and conveying personality through copy.
The Future of Print is Personalized
Digital inkjet technology is a significant trend for everyone in the print world. Ricoh’s Director of Global Marketing, Mike Herold hosted an insightful roundtable discussion on the “Opportunities and Obstacles in Customizable Print” with a few key takeaways that are going to be relevant for all marketers in the space.
The COVID pandemic accelerated the decline of offset which is also facing labor shortages. There aren’t enough skilled employees to run offset equipment, so future growth will come on the backbone of digital solutions. Right now less than 1% of the 44 billion direct mail pieces produced annually are produced with inkjet technology, so there’s a lot of growth ahead.
One of the huge benefits of inkjet printing is the ability to personalize the campaigns, however customization does come at a higher cost. This tension requires marketers to work closely with their partners on optimization. In many cases, those higher costs will be offset by the higher response rate you get from personalized campaigns.
Smaller and more targeted runs, sometimes called ‘microruns’, are quicker and more customized, with programmatic print continuing to grow. Bottom line, traditional print is not going away, but how can you compliment it with digital to drive value?
Taking Multi-Channel Marketing from Digital to Catalogs and Print
Many direct-to-consumer brands had great success building their brands through digital marketing, but with the cost increasing, some are diversifying to catalogs to increase engagement.
In a presentation called, ‘The Whys and Hows Of Beyond Digital Multi-Channel Marketing,’ Liz Dolinski, Chief Growth Officer of Lunya, shared how the three pillars of media diversification, customer journeys, and brand building have helped them grow in the face of steeper digital marketing costs.
With media diversification, she emphasized the importance of meeting customers where they are by not allowing one channel/partner to dominate your marketing spend.
Moving into the physical world with catalogs is a great way to tell the full brand story and create a deeper, richer experience. Since the lead times for print are much longer, they can be more difficult for agile marketing strategies.
A couple of tactics they have found successful are to follow up with a postcard when a customer unsubscribes from their newsletter and to add a copy of catalogs to gift boxes.
Conclusion
NEMOA brings together some of the best minds in the print industry. The presenters at the spring summit shared actionable insights that marketers can implement into their 2022 direct marketing strategies. We look forward to the fall summit to see how these trends and insights evolve throughout the year.
Bio: Bryan Formhals is a Senior Marketing Specialist at Nahan. His efforts focus on public relations, trade shows, sales support, and other external marketing initiatives. He has over 20 years experience in digital marketing working across content, social media, strategy, and communications. In his free time, Bryan enjoys photography and art, walking and hiking, and exploring parks and nature.
