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We spend more time in the digital space than we do face-to-face. Because of this, personalization seems to be the best way to put a human touch back into commerce. Personalizing everything from direct mail to e-mail campaigns helps show a brand’s consumers that they care about the human being behind the transaction. One way you can add a personal touch to digital advertising is by utilizing a personalized URL (PURL). The pros at Pel Hughes have been utilizing PURLs for organizations and businesses for quite some time. 

What is a personalized URL (PURL), exactly?

A personalized URL generates a unique landing page for a potential customer. When you send out an e-mail campaign, you embed a link into its text that routes a user to a static web page. An example of a PURL is www.JaneDoe.CompanyName.com. You can also place a simple personalized link to the copy of your direct mail. 

When a PURL is generated, the landing page can be customized with specific discounts and other purchasing offers such as buy-one-get-one-free promotions. Your potential customer will see their name along with familiar images like your logo on their personalized page. 

How can a PURL be used?

There’s a multitude of ways that you could implement a personalized URL. First, a PURL could generate sales by offering a QR code or link to specific products that consumer may be interested in. It could also be used to welcome a new member to an organization or educational institution. For example, Pel Hughes developed PURLs for Tulane University, which were printed onto pieces of direct mail. These PURLs were used to provide resources to prospective students. Another way a PURL can benefit your enterprise is when you deploy an e-mail or direct mail campaign for previous customers who haven’t made a purchase in a while. Something as simple as “We’ve missed you, Jane Doe. Visit your personalized link to earn 15% off your next purchase.” 

The possibilities of PURLs are endless; organizations and businesses throughout the United States have found very clever ways to use them. 

Does personalization really matter?

In the post-modern, Digital Age, personalization absolutely matters. In fact, researchers have found that personalized direct mail, for example, offers an ROI that is leaps and bounds more effective than conventional direct mail that isn’t addressed to a specific resident. Personalizing your marketing materials to customers shows care and attention to detail, which is something that almost anyone can appreciate. 

Another reason that personalization resonates with modern humans is the fact that our lives involve daily inundation from media, cell phone notifications, and our work lives encroaching on our personal lives. Because of this reality, our brains have become very adept at filtering out irrelevant information. One way that advertisers can break through this psychological defense is to personalize their campaigns to consumers. So, seeing your full legal name on a piece of direct mail sends a message of “hey there. This is meant for you, the individual.”

The experts at Pel Hughes are here to help you develop great print materials. We can also help you merge digital advertising with print. From campaign automation and database management to stellar signage and direct mail, we have you covered. Give our friendly team a call at (504) 486-8646 to get started. 

Print and digital advertising can help make or break a business. When talking with digital marketers, you might hear that digital is superior to print. Similarly, some printing professionals may sing print’s praises and overlook the benefits of digital advertising. The truth is that most companies benefit from utilizing a blend of both. Developing advertising strategies that draw on both print and digital advertising’s strengths give you a better chance of developing brand awareness, tapping into new markets, and boosting your sales.

If you’re new to print and digital advertising, consider the following helpful tips from the printing pros at Pel Hughes. 

Benefits of Digital Advertising

As more people join social media and surf the web, utilizing digital advertising is a great way to raise awareness for your brand and increase your customer base. Digital advertising offers some unique advantages when compared to print. For example, advertising with social media, e-mail campaigns, and paid search ads can be very cost-effective. Another great benefit of digital advertising is the metrics you can use to understand your digital campaign’s performance. Metrics from Google Ad Words, Facebook Insights, and data collected from your website can tell you what search terms were used to land on your digital properties, the general location of your visitors, and even demographic information such as age and gender. These readily-available metrics can help you decipher what works and what doesn’t with your messaging. 

If a good portion of your sales come from your website, digital advertising can help you reach customers throughout the United States and even the world. Facebook’s advertising platform as well as Google Ad Words can make it easy to target consumers most likely to be attracted to your brand or services. 

Benefits of Print Advertising

Like digital, print offers its own set of unique benefits. One of the biggest selling points with print advertising is the fact that most people find print more trustworthy than digital. People from all walks of life have a knee-jerk reaction to trust brands who use print advertising methods like catalogues and direct mail. Part of the reason for this is the “nostalgia factor”. A piece of personalized direct mail seems to evoke an emotional response that harkens back to a simpler time. As we become increasingly dependent on technology to perform daily tasks and our work, a piece of personalized mail from your business reminds us of a time when face-to-face interaction and in-person customer service was the driving force behind our buying decisions. 

If you operate a service-based enterprise or do most of your business in a brick-and-mortar operation, print advertising can help you reach out to your local community. A direct mail campaign can send postcards, coupons, circulars, and catalogues to specific zip codes in your area. This highly effective form of advertising is great for local-oriented businesses.

How to Blend Print and Digital Advertising to Meet Your Needs

In the battle of digital vs print, there isn’t a clear winner. What actually works is a combination of both rather than choosing one over the other. For instance, utilizing Facebook advertising, e-mail campaigns, and direct mail could help you expand your reach and develop brand recognition. Advertising is rarely a one-size-fits-all endeavor. Business owners have to consider their industry and method of operations before embarking on any advertising campaign. We encourage businesses to consult with experts to develop a customized solution to meet their needs. 

The pros at Pel Hughes specialize in print advertising. We utilize the latest technology in campaign automation and database management to develop stunning print campaigns for businesses throughout the United States. Give our team a call at (504) 486-8646 to request a quote. 

Even in today’s highly digitized world, print is still a necessity. Well-executed print can increase your sales, develop interest in your brand, and reach target customers. If you’re new to print, however, the myriad of services available to you can feel overwhelming. Our team of printing pros can help. Here’s 10 tips to mull over when considering print marketing and advertising

10 Tips for Print Advertising and Marketing

 

#1 Learn About Your Audience

Do you know who your ideal customer is? Have you given much thought to what types of materials your target demographic responds to? Understanding your audience, their preferences, and their consumer habits can help you make wise decisions about how to utilize print advertising. 

#2 Determine What Sets Your Business Apart from the Competition

More than likely, there’s a handful (or more) of businesses offering similar services or products. Before you allocate your marketing and advertising budget toward print, you need to determine what makes your business unique to your competition. Knowing what sets you apart from similar businesses can help identify key points that should be addressed in your marketing and advertising. Perhaps you have lower prices or processes that make your customer experiences superior. Whatever makes your businesses stand out should be a focal point in your print materials. 

#3 Stick to Consistent Branding

Say the logos and colors used on your website differ from direct mail pieces and store signage. These inconsistencies can make it difficult for your business to develop brand recognition. When it comes to print materials, the imagery, font, and color selection should match your digital and in-store branding. Cohesiveness fosters brand recognition and ultimately, brand loyalty among consumers. 

#4 Know that Practicality Matters

As with other areas of life, being practical has its benefits. Whatever funds you allocate to print advertising should be well spent. It’s important to think in terms of “what yields the best results for the least amount of money?” 

#5 Understand Basic Elements of Great Print Execution

You don’t need to become an expert in print advertising but it is important to understand some basic elements of what makes printed materials eye-catching and effective. Important factors to great print execution include clean and crisp design, quality stock, and well-placed images. Working with a graphic designer and a printing professional can do wonders for your business.

#6 Know the Importance of Quality

Sometimes, quality is more important than quantity in the printing world. Low quality printed materials like direct mail and door hangers may end up in the trash with little consideration from potential customers. Eye-catching design, purchase incentives, and quality paper, however, can lead to increased sales. 

#7 Listen to the Experts

It’s impossible to be an expert at everything. When you’re developing print materials, listening to the experts will likely work in your favor. Printing professionals and graphic designers are masters of their craft. They know what works and what doesn’t. Besides, tapping into their expertise reduces your workload. 

#8 Use a Response System 

Print advertising can help grow your business but it’s important to develop a response system to find out what specific campaigns are producing the best results. A simple line of “How did you hear about us?” on your website, a contact form, or when new customers call or visit your business can help you determine what specific initiatives are resonating with your customers. 

#9 Utilize a Call to Action

All print advertising should have a strong call to action. Consumers need to know how to follow-up with you if they are interested in your products or services. Calls to action can include encouraging visits to your business, calls to inquire about your services, or for consumers to visit your website. 

#10 Welcome Creativity

The process to developing great print advertising involves welcoming creativity. Whether you’re conducting a survey to incorporate the perspectives of your employees or collaborating with a graphic designer, leaving room for creativity can help take your advertising to the next level. Welcoming creativity and collaboration can ensure that no stone is left unturned in developing materials that strike a chord with your customers. 

Pel Hughes is a woman-owned enterprise serving businesses in a number of industries. We offer in-house graphic designprinting, and fulfillment. We can also assist with developing omnichannel marketing. Give us a call at (504) 486-8646 to learn more.