Augmented Reality and Catalogs

Author: Ken Anderson, National Sales Executive

After the year we’ve had, perhaps you feel 2020 has had us trapped inside an Augmented Reality program.  I know I do! 

What is Augmented Reality (AR)?

To keep it simple, it’s the melding of the real world around us and a computer-generated world.  It’s not The Matrix, Mr. Anderson….

Mostly Augmented Reality has found its place in games and with increasing power of mobile devices and fine-tuned software, it’s getting better with each passing day.  Who knew kid’s games could increase the value of your catalog and bring more customers to your door, physically or virtually?  Augmented Reality will help increase interaction with your catalog and loyalty to your brand.  It can be as elaborate or as simple as you want it to be. 

Using AR with Catalogs

In the early days of AR, the designer of the catalog would have to embed QR barcodes; those little square black and white things of “beauty” that went so well with the fine products you’re selling.  Today, AR will work with image recognition which eliminates the need for QR codes. (Don’t worry if you love them, you can still use them).  The advantages of image recognition is that you can make changes to product information up to and beyond the press date.  You can control the information on the back end of the Mobile App and change it to meet your ever-changing needs.  This ability may even increase the shelf life of your catalog and allow you to move inventory that may be moving slower or alter an offer that has moved a product faster than you thought it would.  That’s a problem most companies need a little of these days.

As AR continues to advance, customers utilize AR to try on clothes, shoes, hats, glasses, and more to see how great they look in your products.  AR will allow them to see how that couch will fit in their family room or how patio furniture will make their back yard perfect for the staycation they’re planning.  Do you sell products that need to be assembled?  Use image recognition and AR to launch an assembly video.  As a dad, I would no longer have to pretend I know how to assemble the new purchase, because secretly the instructions are confusing to me, I can watch the video.  Who wouldn’t love that?

Print brings results, far more than any other channel.  Digital enriches the experience.  Why not combine the two for increased brand loyalty, increased interaction, increased shelf life, and increased sales?  That’s a lot of increases everyone will love.

Bio: Ken Anderson is a National Sales Executive on our Sales Team. Ken has decades of print experience and has ink stains to prove it. He is a father of four and is an avid outdoorsman.  

How to Show ROI on Your Next Print Project

Author: Melissa Fransen, Marketing Manager

Hello fellow marketers! Whether you are new to marketing or have been in the field your entire career, there is one thing that we are all probably familiar with measuring for the campaigns we develop and execute; ROI. For social media marketing, the data is right at our fingertips as we can see impressions, click through rates, and engagement %. For email marketing, we can see open rates, clicks, and conversions. In Google Analytics, we can see website traffic driven from organic, direct, and referral sources, but what about print as a part of an omni-channel strategy? Here are some great ways to measure and show ROI on your next print project!

1. Use the Power of Your Data

 

Have you heard the term Variable Data Printing or sometimes referred to as VDP? If not, variable data printing allows your printed piece to be customized to the individual. Basically, it’s the opportunity for 1:1 marketing using print. With VDP, you can personalize the printed piece based on data, including everything from personalized imagery to custom offers. On a recent case study with one of our customers, when they personalized their mailing to the individuals they saw a 3X sales lift compared to a control group that was not personalized. What a huge success!

When you think about your next campaign, think about ways you might be able to use the power of your data. I know as a consumer, I love when marketing is tailored directly to me and my interests. I want offers and coupons that are relevant to what I purchase vs. a generic offer where I have no interest.

If you are using a coupon on your next print project, be sure to use an individualized offer code so you know the coupon was redeemed. This will also allow you to track redemption rates and sales per mailer.

Here are a few ideas for your next project:

  • Maps to the nearest store location
  • Abandoned cart item coupon
  • Offers specific to something your customer has purchased in the past
  • Special incentive for birthdays

 

2. Unique Landing Pages

 

By creating specific landing pages for your mailings, you can track the ROI from your landing page perspective and will be able to see how many people visit that particular page  There are a number of ways to drive consumers to your page; it might be a QR code or listing the URL in your text. To take it even further, you can also create a PURL (Personalized URL). To maximize your impact, create a compelling incentive for the recipient to visit the page to drive the biggest result.

 

3. Informed Delivery

 

Have you heard of Informed Delivery? If not, to sum it up, this is a relatively new FREE service from the USPS where individuals can sign up for daily emails of what is being delivered to them in the mail each day. I am personally signed up and I really like it since it gives me a glimpse of what to expect in my mailbox when I arrive home.

From a marketer’s perspective, when we set up Informed Delivery campaigns, we are able to attach an image to the printed piece (they call it a ride-along image) and a URL of your choice will also be attached to the campaign. In a nutshell, the individual that receives the email will see the URL and can click on the link to drive them to your site before they even receive the mail piece at home! The USPS will then provide a report of opens and click through for the campaign. When using this service, a marketer can drive a response before the mail even arrives in the mailbox – a great ROI advantage! Contact us to learn more about this great offering and the best part is that we can even help you get the campaign set up. The USPS offers postal incentives each year, and there have been a number of postal incentives for Informed Delivery recently, so be sure to check out the incentives as well, to see if you can qualify for a postal discount!

Are you interested in reviewing the case study that we referenced above? Contact us today for a copy! Also, if you are interested in learning how our customers are utilizing variable data to maximize their campaigns, request a sample pack today.

Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.