Retail Masterminds
  • Home
  • shop
  • Products & Services
    • RETAIL & BRAND CONSULTING SERVICES
    • website seo & digital marketing solutions
    • Social Media Marketing
    • in-store marketing solutions
    • Direct Response Marketing
    • Television-Web videos-Product Videos
  • Articles & Research
  • About
    • ARTICLES
  • Contact
    • join

print in the mail is not dead
in fact it is probably your best marketing asset

DIGITAL TOUCHPOINTS ARE MAKING THEIR MARK IN U.S. RETAIL, BUT PRINT

​IS (STILL) NOT DEAD
​

12-18-2017

​Technology has redefined the ways we communicate, read, bank, listen and shop. In fact, U.S. adults now spend more than three hours a day using the internet and apps via computers and smartphones. That usage represents double-digit growth from last year.

Despite this digital revolution, fast-moving consumer goods (FMCG) retailers have long found that the printed circular—the flyer that promotes a local store’s latest products and specials—has the farthest reach for marketing. According to a 2017 Nielsen Homescan study, about 80% of U.S. households still use circulars and other traditional, printed sources for product information. Looking at usage over the past three years, printed flyers have declined only slightly in popularity, down 3-4 percentage points since 2014.
​
Meanwhile, retailers’ digital marketing touchpoints (e.g., websites, mobile apps, social media, emails, text messages and blogs) are starting to make their mark. Unsurprisingly, store websites and emails are the most-used digital channels, reaching 77% and 75% of households, respectively. Based on current trends, Nielsen predicts that more U.S. households will be using these touchpoints than traditional touchpoints by 2019.
But store websites and emails aren’t the only important channels for digital engagement. At least 50% of U.S. households use store apps, social media and money-saving apps, and these touchpoints experienced double-digit growth between 2014 and 2017. Millennials have the highest usage rates across all digital touchpoints, and Generation X households have the highest new adoption rates.

"ABOUT 80% OF U.S. HOUSEHOLDS STILL USE CIRCULARS AND OTHER

​ TRADITIONAL, PRINTED SOURCES FOR PRODUCT INFORMATION"

Even as consumers embrace digital channels for retailer marketing, traditional touchpoints won’t vanish any time soon. In a 2017 Nielsen Homescan study, almost half of U.S. households said they use at least eight different sources (across print and digital) to get information about products and sales. Printed circulars are still alive and well as an important source of information, while digital marketing serves to complement customer engagement.
​

Given these dynamics, retailers can best reach their shoppers by leveraging multiple touchpoints for marketing. They should maintain and optimize spending on traditional circulars, since these will continue to be shoppers’ main source of information for the near term. And as consumers seek more information digitally, it’s critical that retailers develop and enhance their digital marketing touchpoints. Across generations, they should appeal to Millennials using digital platforms, but also broaden digital penetration among Generation X and Baby Boomers, who are adopting these touchpoints quickly.
Picture

Traditional Direct Mail, Inserts, mailers, and other promotions
​​DELIVERED TO/IN THE MAIL BOX ACHIEVE A 3.7% RESPONSE RATE
​A 600% INCREASE OVER DIGITAL ADS

MOBILE, PAID SEARCH, SOCIAL MEDIA, EMAIL, AND INTERNET DISPLAY COMBINED ONLY ACHIEVE A .62% RESPONSE RATE

Cost-per-acquisition for direct mail is very competitive.

​Direct mail stands at $19,

Mobile and social media (both at $16-18),
Paid search ($21-30),
Internet display ($41-50)
Email ($11-15).  ​

FREE demographic market target profile for your campaign

Our FREE personal consultation to help you get the most out of your direct marketing ad spend
• Direct Mail - Newspaper and shared mail distribution available • Unparalleled reach: a coast-to-coast network that regularly reaches 9 out of 10 American homes for a low cost per thousand • Target by geographic area, income, ethnicity, distance from site

Picture

contact us for your free profile consultation

direct response marketing solutions

purchase our direct mail research guide
Background, Research and Best Practices
jumbo postcard mailer
Starting at $2,199.00 for 5,000 pieces
printed circulars in the mailbox
20K Starting at .075/ea - $1,500.00 (11" X 21") 

ip/device targeting
Target real people on their device and map/mail your promotion to their home address
Minimum 200,000 impressions
target new movers
Target New Movers - Before they move, while they're in escrow or after they close and move into their new home.
​Minimum 200,000 impressions

Home

products & services

ARTICLES

shop

About

Contact

Picture


LEARN EVERYTHING you need to know ABOUT BRAND & RETAIL MARKETING

Picture
Copyright © 2019 Retail Masterminds, All Rights Reserved
A Napier Marketing Group Company
Picture
  • Home
  • shop
  • Products & Services
    • RETAIL & BRAND CONSULTING SERVICES
    • website seo & digital marketing solutions
    • Social Media Marketing
    • in-store marketing solutions
    • Direct Response Marketing
    • Television-Web videos-Product Videos
  • Articles & Research
  • About
    • ARTICLES
  • Contact
    • join