The secret to a great print marketing campaign is to deliver something more personal, making it feel more exclusive and thereby giving the recipient a far better experience.
IKEA used this approach to successfully sell garden furniture. They identified which of their customers had gardens and, taking advantage of digital printing, sent them personalised direct mail when sunny weather was expected in the recipient’s postcode. Sounds bonkers I know, but this campaign resulted in a 34% increase in sales of outdoor products.
So you want the recipient to feel ‘engaged’ and, aside from going down the personalised URL (PURL) route, the best way to do this is through an augmented reality direct mail campaign. Augmented reality can really make direct mail campaigns stand out, and provide a more enriching experience with printed materials that compliment the augmented reality experience.
Take Monarch Airlines for example. Monarch wanted to to reach out to consumers in the highly competitive ski-holiday market. The company undertook an analysis of the Ski Club of Great Britain's database which highlighted that Monarch's flight routes would not appeal to its traditional audience of family-focused package skiers. To stand out, they needed to find a new audience – and a different way of engaging them.
Watch how they did it below with a personalised printed direct mail campaign coupled with an augmented reality application. The results are extremely impressive, with Monarch Airlines achieving some 7,201 bookings and £2.2 million in revenue from this campaign, which resulted in an average spend increase of 24.5% and an impressive ROI of 250%.
Makes you think doesn’t it? OK so augmented reality is not going to be everybody’s cup of tea, but Monarch was the first UK airline to combine mail with augmented reality and it broke new ground for the industry sector. Monarch’s website saw 21.7% of mail recipients visit, with one even tweeting pictures of the pack, thanking Monarch for the great information.
An augmented reality campaign is not going to be for everyone, but if you currently handle print campaigns for the type of company or brand that might be open minded and receptive to augmented reality, try typing “augmented reality campaigns” into google. Here you will uncover a wealth of creative augmented reality developers with whom you can collaborate on behalf of your customers.
The first company that came up on my “augmented reality campaigns” google search was Mustard Design, a UK agency specialising in emerging web technologies. Mustard creates digital marketing strategies and dynamic design driven marketing campaigns using web, animation, augmented reality and apps.
The secret to offering your customers something such as an augmented reality campaign is to keep in mind that you are not actually supplying the augmented aspect of the campaign, so you don’t have to get too hung up on the creative detail. Your role is to bring them around to the idea of adopting an augmented reality campaign that you can fulfil through your agency partner and by supplying the printing.
So let web technology companies such as Mustard Design inspire you to pitch fresh, new ideas to your customers for printed marketing campaigns that come alive in the hands of the recipient.