Enhancing print isn't just about Quality. It's how effective the printed piece is for the marketer or print buyer - The business results they obtain by using print to promote a product, service or event.

Aside from variable print technology, another more economic way to enhance results is with PURLs. It's a new, value-add service that's proving a winner in attracting better customers and bottom lines.

What are  PURLs? It's the linking of print back to the web, allowing the marketer to gather additional data. Typically it's used as part of a direct mail promotion, although a simpler version could be used for a normal printed flyer, brochure, even packaging. (Check out your Weetbix packet).

Why do we need this? It seems 1 in 3 prefer to respond to direct mail online

It seems 1 in 3 prefer to respond to direct mail online

The customers get an offer or join competitions, submitting their details online in return. It provides a hot sales lead, often bringing about an action that continues through to a sale.

Studies by InfoTrends and providers interviewed in the podcast below, suggest that a full web+print cross-media, integrated campaign strategy can improve response rates by up to 6 times. eMail marketing often forms part of the campaign mix too. Instead of the usual 1-2% response rate, 5-10% is becoming the norm, although 20-30% is often recorded. This gives print buyers an immense return on investment. 

What is mentioned time and again by those working in this area is the need to give as many response options as possible to the recipient. i.e. telephone, fax, mail back and website/PURL. If you do not have PURL’s then you risk losing that 1/3 of people who prefer to respond via the internet.

Phone and faxback on the way out?

Even free 0800 phoneback numbers are losing their appeal as industry consultant Noel Ward commented recently,  "...In an age where everyone’s first thought when they see a print or broadcast ad that catches their interest is to go to a website, why would anyone pick up the phone? Everyone knows (or at least suspects) that a 800-number call will put you in touch with a faceless, 17-layered voice mail system or some telesales drone sitting in Mumbai."

It's interesting that several of the newer marketing campaigns here (e.g. Weetbix, Meadowfresh etc), only provide recipients two response options. Net and text messaging. NO phone number or postal address.

They gave people a choice of a special internet page (PURL), where they fill in their details, OR an SMS text message using their cellphone. In each case, the responder is providing their phone number or contact details, allowing future communication. In return, they have the chance of winning a prize.

The reason they use only the net and text messaging is obvious. It saves a huge amount of time and cost - No need to pay someone to answer a phone and it operates 24/7. Even the SMS message doesn't cost them anything, since the sender is charged 50c automatically.

Don't miss out

This technology isn't just for the big corporates. It makes sense for small businesses too. In fact it makes a lot more sense. The fact that few have done it here is even more of an incentive.

We can assist printshops to set up a printed flyer or direct mail campaign, using PURL services. Why not offer a PURL as a client/recipient feedback option when quoting your next business client mailer, flyer or sales sheet? It would certainly make you stand out and guarantee a sales interview.

A good introduction to PURLs and how it benefits the industry was provided by Margie Dana in her popular print buyer newsletter  Read here  A more recent article from Margie is available here

Whattheythink also had an 40-minute audio podcast (pink button, right) on this topic in Jan 07, aptly named 'integrated campaign management'. They interviewed several small printshop owners and marketing providers actually 'doing it'. They tell us why they started and the results obtained.  Original article link

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