Successful direct response marketing through print-web channels

Several organisations have multiplied their sales by driving more quality leads to their websites through integrated print web marketing .

Imagine that you are the marketing manager for an international market research company and you are aiming to attract more long-term subscribers by inviting existing clients and qualified leads to a series of road-shows .

You already have a valuable database of regular subscribers, many of them are comfortable receiving occasional email announcements. However, for those clients that have "opted out" and for qualified leads, we recommend a personalised printed invitation will reach these groups more effectively. That’s because personalised printing leverages digital printing and database technologies to great effect.

Moreover, the introduction of a call to action through a personalised landing page or PURL can provide your contacts with an immediate response mechanism.You can see in our illustration that Fiona’s and Michael’s personal landing pages or PURLs are clearlyaddressed on their invites. Research shows that one of the key benefits of print media is the ability to encourage readers to visit websites. Have you been provoked to further research on the Web by an ad or poster?

Naturally you are confident that George, Fiona and Michael plus many others will be interested to visit their very own dedicated web page and if you can encourage them even more with an attractive offer so much the better - perhaps a timed discount voucher! The clever part is that each landing page is created on the fly as the respondent keys in their "pURL".

As well as providing information about each of the different seminars your client can choose a suitable location, find appropriate travel information and nearby hotel accommodationand simply register using the form provided.

Data collection techniques and tracking technologies allow you to learn what particular aspects of your service interest them more. As they populate your database with with vital information this will help you to offer a tailored proposition to match their needs and ultimately win their business.

Therefore if you are involved in marketing you will know the challenges of measuring value.
By deploying integrated print web marketing you can change this forever and plan campaigns that increase sales and enhance ROI