Three Steps to Optimize Marketing ROI
[ ] Usage and reorder patterns
[ ] Design requirements or constraints
[ ] Corporate graphic standards
[ ] Production options and costs
[ ] Delivery options and costs
[ ] Privacy and other regulatory compliance requirements
This analysis provides a sound business and cost-benefit rationale to help you create only the materials you need--in the right quantities--using the most cost-effective formats, production processes and delivery methods relative to the value of the transaction.
This last point is an important one--and a logical extension of a segmented marketing program. You can't effectively target markets and audiences with a "one size fits all" approach to marketing materials. You need to know where it pays to spend more money to make more money, by reserving costlier production techniques like customization and personalization for your higher value prospects and customers.
Step 2: Reengineer. Using the analysis performed in step one, the next step is to revise, redesign, combine, eliminate and/or add materials as needed to achieve your company's marketing objectives cost effectively. The goal is to align copy, graphics and production processes to maximize response rates, while managing costs in relation to sales value. You may need to use prototyping, focus groups or other testing methods to ensure the best content, formats, production and delivery options for your materials, all the while staying in line with your marketing objectives, audiences, value, costs and other considerations.
In this phase, you also streamline your underlying production processes. In particular, you need to determine an optimal combination of offset versus digital print to give your organization timely, relevant, yet cost-efficient marketing programs. While digital printing is ideal for customizing materials with variable messaging, as well as for adding personalization, offset printing is less costly for large quantities and better for pieces that require high-quality color matching. Your goal is to determine which processes to use for specific materials and audiences. In some cases, it makes sense to combine offset and digital printing--for example, preprinting a large quantity of color shells that later can be digitally overprinted for personalization and/or different messages.