At Quantum Group — the printing, direct mail, and custom communications company in the greater Chicago area where I serve as CEO — we take ownership not just of the quality of a printed page, but the actual content on it. In an effort to make sure that the final product our customers deliver to their customers is the best and most effective it can be, we get involved very early in the content-creation process — long before words and images are ready to be printed.
As a printer, we have the production capabilities to create, print and distribute marketing campaigns – but it is more than that. We partner with our clients to bring their creativity and ingenuity to life. It’s a collaborative effort that hinges on asking questions. A lot of questions.
We start and end with our customers — because, as we all know, their success ensures ours, and vice versa. The fact is, we can’t help our customers if we don’t thoroughly understand what they’re hoping to achieve. We ask these kinds of questions about our customer’s print project:
Each brand-to-consumer relationship is unique and defining your audiences is critical to campaign success. Remember, it’s one-of-millions not millions-of-one.
The short answer…through their preferred channel. Execute your communications through the medium that creates a positive engagement.
Speak to them in personalized terms. Your targeted messages should show them that your brand values them as an individual. Don’t limit messages to just words. What you show is just as powerful as what you say.
When it matters most. Incorporate behavioral and purchase based triggers into your campaigns in order to engage your audience at the right time.
That depends on your relationship. Tailor your message appropriately based on their position in your customer lifecycle. The voice of an early engagement campaign should sound different than one to a loyal customer or high-value customer.
This is always the first question. Is it going to help the customer achieve their goal? Are they going to be happy with the result? Will it help their customer make a positive buying decision? Will it improve our customer’s business?
Can we do it with other clients? Can we reuse it across multiple applications and customers? This leads to the paramount question: Is it going to be profitable for us?
If you have answered “yes” to all three questions in this order, then you know the answer. If it helps meet our customer’s goals faster with greater accuracy and it helps us do our job – then absolutely, it is the right thing to do.
Stay true to your evaluation and just do it.
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Cheryl Kahanec is the Chief Executive Officer at Quantum Group, a technology and data driven marketing communications firm providing state-of-the-art digital and offset printing, direct mail, fulfillment and ecommerce platforms and fulfillment.