In case you missed last week's webinar, AdQuick’s Group Director, John McClung, spoke with Lob’s VP of Demand Generation, Julie Ginn, to bring you the best strategies to optimize your return on both out-of-home and direct mail campaigns. We’re bringing you the highlights!
In the face of waning digital effectiveness, stretched budgets, and measurement and attribution difficulties, your media channel mix matters more than ever. And direct mail and out-of-home (OOH) are uniquely able to break through the clutter. So here are 5 strategies to breakthrough, effectively reach audiences, and improve your campaign ROI.
1. Combine Digital & IRL touchpoints for your entire omni channel campaign.
In order to maximize your reach and impact, make sure to incorporate both offline and online channels into your media mix. And be sure to consider your customer journey when planning your touchpoints.For example, Lob recently launched a “Change the Channel to Lob” campaign that leveragedan entire ecosystem of communication touchpoints. On the digital side they used personalized URLs, email, and Linkedin Ads –– because they know their target audience is on that platform. In real life, they integrated two touchpoints: a postcard, and a custom Rubik's Cube with a handwritten note driving folks back to the ChangetheChannel microsite. Thanks to their omnichannel approach, the campaign proved a huge success.
Bonus tip: Remember the Rule of 7 😉
2. Retarget to Boost Response
Cross-channel retargeting allows you to increase message frequency – and get to the magic #7 – to drive engagement. And retargeting OOH ad exposures with direct mail is especially effective. AdQuick and Lob make it easy to retarget consumers who were exposed to your OOH campaign with tailored direct mail.
3. Personalize your campaigns
Personalization works –– and HYPER-personalization works even better. Lob allows direct mail advertisers to personalize based on first party data, like past purchase, browsing history, location, and more. And while you may not think of a mass medium like OOH as well-suited to personalization, AdQuick offers multiple ways to tailor your OOH ad messaging. For example:
You can tailor your messaging and inventory selection based on the target audience –– including demographic data, niche behavioral audiences, first-party audiences, purchase-based audiences, and more.
AdQuick can also enable very targeted geographic inventory and messaging, such as proximity to POI’s. Messages tailored to geographic context are especially effective for advertisers with brick-and-mortar locations, like restaurants or retailers.
4. Test & Optimize
AdQuick makes it easy to test multiple parameters within your OOH campaign, such as geographic markets, and different ad formats (think outside of the billboard, maybe try transit, wrapped cars, etc). You can even optimize and test your messaging with programmatic digital OOH.
With direct mail, try different formats, sizes, testing out the length of your message, or even changing your tone. Here are some examples:
- Different postcard sizes
- Postcards vs. self-mailer
- Casual vs. formal language
- Short-form vs. long-form content
- Discount code vs. gift certificate
- Soft CTA vs. hard CTA
Out-of-home is typically thought of as a very strong upper-funnel branding channel… and it absolutely is. But Adquick also makes it possible to effectively launch lower-funnel OOH campaigns, and to measure throughout the funnel. The graph below indicates the different measurement methodologies that AdQuick enables. For example, upper-funnel campaigns can be measured using brand awareness surveys, while lower-funnel campaigns
Can be measured by mapping OOH ad exposures to both online and offline conversions.
So how do you build a direct mail campaign that will feed these metrics that matter? Creating unique identifiers is the way to go.Many Lob customers have found success with trackable phone numbers, coupon codes, QR codes, and personalized URLs or UTM parameters that lead to forms on landing pages.
It’s so important to have tools that can support effective campaign measurement. Dashboards are an ideal way to keep an eye on progress so you can make program adjustments as needed. And if your systems are able to integrate with other data visualization tools, that’s another leg up.
Now you’re equipped and ready to take the leap and diversify your marketing mix!
Final two points to remember:
Digital fatigue is far too present, so don’t keep pouring money into that one channel when you know you have other channels that can show you results.
You can’t track what you don’t measure, so make sure you plan for how you’re going to measure all of your programs so you can access what is working and what is not for better results.
Did these tips help? Would you like to learn more? No problem. Watch the full webinar video below!