Every year, the Advertising Specialties Institute comes out with its Ad Impressions Study. As always, the results are informative and often eyebrow-raising.
Remember all of those forecasts about the demise of print? They haven’t come true. Like most offline channels, direct mail took a hit during the COVID-19 pandemic, but it is still remarkably effective. Research by PFL found that, even during the pandemic, marketers were 18% more likely to see “good” or “very good” ROI when direct mail was in their marketing mix than when it was not.
When it comes to marketing, one channel doesn’t reign supreme. All channels work together, and the foundation beneath them is data. Data helps you create relevance, whether you are sending print or email, and is what ties the two channels together. Gather as much data about your audience as possible, regardless of channel, and this data will help make your message richer and more effective.
Lawn signs are everywhere, and you may have one or more on your lawn while reading this post. I've had one in my front yard since April.
Lawn signs have utility. They are advertisements for service-based companies sharing their presence at your home or businesses. Placing a lawn sign on your property is an endorsement to that product, service, cause, or interest. They are frequently used to provide quick information about local events and school car wash fundraisers. Usually, they are printed with one static message that is not always relevant to you and me.
In April, when COVID-19 first appeared and surged throughout the North East, we designed lawn signs like no other. As a matter of fact, no two lawn signs are identical. Yes, creating over 1600 unique print-on-demand signs takes more time! And what makes them unique is each bears the name of their community. A final touch is a consecutive number that shows how far the message travels. Our Healthcare Hero and First Responder Hero signs were born out of years of experience designing high-impact, one-to-one direct marketing campaigns.
It's mid-September now. After harnessing the "power of community" using yard signs, the hero signs are still visible just about anywhere you look in my community. I'd like to think that they may still be hanging around in other towns too. Our Hero lawn signs are available at buylocalprint.com
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When your designer quits mid-project for a tight deadline direct marketing invite, what do you do? The answer is simple, call Fusion!
We redesigned, printed and mailed the Juneteenth Invitation for The Amistad Center for Art & Culture located in Hartford, CT. We boosted the impact in the mailbox using our full-color, full-bleed envelope printing. Then we provided complete direct marketing services which include addressing, NCOA processing, inserting and delivery to the US Post Office.
