As printers and marketing firms begin to understand and embrace the value of applications like 1:1 printing, personalized URLs, and Web-to-print, they are increasingly seeking ways to communicate this value to customers. One of these ways is by using educational white papers as incentives for direct marketing programs.
Consequently, I’ve had a sudden increase in requests for white papers for this purpose. When I say “sudden,” I mean within the last two or three months. I’ve received a surprising number of contacts by companies, both large and small, looking for educational giveaways and incentives on personalized URLs, 1:1 printing, and Web-to-print to be used as downloads from personalized URL thank-you pages or as email-back giveaways in self-promotion programs.
For this reason, I have turned the “best practices” sections of my Marketers Primer Series into standalone best practices white papers.
What’s interesting is that, primarily, people are looking for giveaways for personalized URL campaigns, but they aren’t necessarily looking for white papers on personalized URLs. It could be white papers on anything, whether personalized URLs, Web-to-print, digital printing, 1:1 (personalized) printing, email marketing, environmentally responsible (sustainable) printing, or anything else. They just want something to match what they are promoting.
This is a really good thing. Why? Because the industry is using personalized URLs to promote more than personalized URLs. It is using them to promote a wide variety of products and services. Rather than shove the same incentive down everybody’s email tube, they are trying to match the appropriate incentive to the campaign.
Matching the right incentive to the campaign? Hey, isn’t that marketing? The industry is marketing! It’s a beautiful thing!