Integrating Print Into Your Marketing Mix

A few months ago in this newsletter we introduced you to the power of combining traditional direct mail marketing with web-based communication, and provided supporting research for the concept. Since then, new research has been published, providing even more evidence for the idea that print remains a viable and valuable part of any marketing campaign.

FedEx Office, in conjunction with the Ketchum Global Research Network and Braun Research, conducted the third annual Sign of the Times small business survey in spring 2010. The survey respondents were small business owners employing 5 to 100 employees and whose companies generate over $100,000 in annual revenue; over 500 interviews were completed. Survey results include:

• 87% of survey respondents indicated that printed marketing and advertising tools are somewhat to very effective in driving customers to their businesses.

• 57% of owners aged 18-34 believe in the power of flyers and brochures – more than their older counterparts (47%).

In addition, 44% of respondents said they plan to increase communication with existing and potential customers via a printed piece – a newsletter or direct mail.

http://www.macgra.com/1012Printips.pdf

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