Production: The New Call to Action
Relax The Back, a retailer specializing in back pain solutions, urges customers to come to the retail store for a free pain assessment. In its catalog, Relax The Back pushes them to relaxtheback.com via a QR Code to find the nearest store and schedule an appointment, which the stores then handle to complete the assessment and close the sale.
6. Test, Measure, Adapt
Test and measure, if possible. If it doesn't work, continue playing with all components. QR Codes, for example, can even be more customized through black-plate changes, making them more relevant to specific customer groups. Some "mechanisms" may not work now, but as technology and acceptance grows, the tactic will as well.
See what works and apply it to the next program. Repeat the steps above and tweak as needed to get your customers engaged with your brand, and formulate an even more effective call to action.
Lois Brayfield is CEO at J.Schmid and Associates, a direct-marketing agency specializing in catalog design. She knows what works and has the experience to prove it— 30 years of studying direct marketing and catalog results. She applies this wealth of data to every project and has helped develop an integrated process that ensures campaign effectiveness. She knows the rules, and she knows when to ignore them.