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Personalised and practical: geo-targeting in print marketing


Geo-targeting can help take your location marketing a step further.


If you’ve been marketing your business for any length of time, whether digitally or through print, then you’ll know that targeting potential customers and clients by location is nothing new. This is particularly true of direct mail marketing.


It’s long been common for businesses like restaurants, dentists, takeaways and other service providers to target their direct mail by town or even postcode. But today this technique can be taken one step further.


Where businesses once featured a map with a pin to show their location, geo-targeting now enables print materials to show the route from the specific recipient’s front door to the door of the business.


So how does it work? Put simply, location data is input to a piece of intelligent computer software which directly connects the business to each recipient’s home address. This map is then incorporated into the design of the printed leaflet or letter, offering a new level of personalization.


So is this simply the latest gimmick in target marketing, or a way of having the upper hand in print personalisation? Let’s explore direct mail geo-targeting further.


Geo-targeting keeping print fresh and memorable

There are many benefits to print marketing, which explains why it’s stood the test of time in the face of growing digital dominance. For one thing, ­­­­56% of customers see print as the most trustworthy form of marketing. What’s more, 40% of customers say they try a business for the first time because of direct mail marketing.


While much is made of the immediate, real-time nature of social media, pay-per-click advertising and email marketing, research has shown that these techniques can be easily “thrown-away” and ignored. Such is the noise online today that eliciting a response can be harder than many will admit. Very few users are prepared to scroll back through emails or social media posts to find content they saw hours, days or weeks before.


Print marketing is different. Many people will hang on to a piece of mail for days or even weeks. This means that even if it’s not relevant to them at the time of sending, it is still working harder to engage individuals and raise brand awareness. Thanks to geo-targeting, more can be done to encourage that a recipient takes action and that they feel a direct connection with a brand when they pick up a leaflet or flyer from their doormat.


Geo-targeting can make things easier for you and your customers

This approach to marketing can make things much more convenient for potential customers, increasing footfall to your premises. Simply including a business address in your leaflet without geo-targeting means that readers still have to go online, enter the address and find directions from their own home. With geo-targeting, all of that information is already on-hand.


By cutting out this process, geo-targeting creates the sense that you care for your customers: you’ve done the work for them, and now it’s even easier and more convenient for them to visit your establishment.


Geo-targeting is evidence that sometimes the little details in marketing can have a strong message. If you’re trying to reach out to prospective customers within a specific area, you might benefit from this latest print marketing innovation.


If you’re looking for print marketing in and around London, contact London Letterbox Marketing. We are capable of delivering direct mail and print marketing solutions to all 3.3 million addresses in the capital. We can guide you from laptop to letterbox, so whether you need support with leaflet design or distribution, we can help. Get in touch today by calling 0207 193 2841 or clicking here.

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