Time to re-evaluate?

Posted Monday, November 16th, 2009 in General

I am of the opinion that doing business today has to be different than it was yesterday, literally. Things are changing so fast these days that it feels like very little is sacred anymore. The project that was a huge success two years ago doesn’t impress anyone anymore. The catalog that has been your mainstay doesn’t get opened, or at least doesn’t sit on your customers’ desk as their favorite reference anymore. Things just aren’t the same.

So, I say if it is time to re-think, let’s really be open to new ideas. Let’s consider a more personalized version of our catalog, maybe we make the content more relevant and targeted. Let’s think about using VDP in our marketing campaigns to better relate to our audience and offer them a more relevant coupon or gift. Maybe it’s time to consider printing less pieces at a time but print the updated piece more frequently allowing us to have the most up-to-date information in our prospective customers hands. All these things are available today and may have a profound impact on your business in the near future. The technology is available to ROI these pieces on a cost per acquisition or sale instead of a cost per piece like we are used to thinking about print. After all our goal is to convert our marketing and advertising budgets into sales and results, not just pretty printed materials. I believe the answer today is a more relevant, timely piece with a great offer that may happen to be a bit more per printed unit, but has far greater results (sales or new customers) than static pieces by the thousands.