Marketing automation is a term you've probably learned to embrace. The same goes for Facebook chatbots, automated drip campaigns, and even self-service portals that instantly deliver what your customers need when they ask for it. But as a forward-thinking marketer, have you explored print-on-demand yet? It’s the same automation and cost-effective philosophy, applied to marketing collateral.
Print-on-demand, similar to drip campaigns or marketing workflows, allows you to scale your marketing efforts and touch your customers offline at critical points in your customer journey. You’re probably already doing this online if you’re a digital marketer, but where do you stand with hitting your customers offline. You know, in the real world?
First, let’s determine what a critical touch point is.
We refer to critical touch points as a significant moment in the customer journey. It's an action your customer has either taken or should take next as part of your sales process. For instance, if requesting a demo of your software signals interest, you should be thinking about how a direct mail piece could celebrate that moment. Similarly, if pre-ordering a product or scheduling a meeting to talk about customization signals movement towards a sale, it's time to mail a printed brochure to your prospect.
We think of these moments as milestones that should trigger a print-on-demand direct mail piece to help you stay relevant in the real world. This is an easy way print can integrate with your digital marketing campaigns. Nowadays this is possible and cost-effective since using streamlined printing processes that allow you to reach more clients with custom pieces, faster than ever.
Check out this case study on print on demand,
and see how Cruise Planners franchise owners
increased their sales.
Now, let’s take a look at a real life scenario where a growing franchise has to constantly train their travel agents, and give them the right materials to quickly close sales in the ever-changing travel industry.