Handling multiple locations is no easy feat, but managing print campaigns with tens or hundreds of locations is like trying to play a new game on expert mode. Unless you have years of experience and tons of time on your hands, running into challenges along the way is common.
Whether you’re missing print deadlines, struggling to find a cohesive brand message or trying and failing to segment locations based on their specific audiences, it’s a huge undertaking. Here’s how to manage print campaigns across multiple locations successfully.
Print campaigns have varied response times—anywhere from minutes or days after receipt to weeks or months later. When you’re working with print campaigns, it’s important to design and plan your campaigns well in advance to accommodate this.
Instead of releasing your holiday coupons and ad circulars in December, aiming for the months leading up to the holiday gives you a head start. That way, you’ll get a trickle of customers between the start of your campaign, the end and well after the campaign finishes. Because print audiences hold onto postcards and ad circulars for a long time after, it’s not uncommon to get leads from a single campaign weeks or months after it’s sent out.
On top of the longevity of print campaigns, it’s also crucial to get multiple locations synchronized. If you’re finishing campaigns months before they are sent out, it gives other locations a chance to catch up to faster locations. That way, everyone is aligned by the time the print campaigns go out.
Related Content: How to Create Effective Direct Mail Ads with Kobalt Design
With multiple store locations, you’ll either need to use multiple local print partners near each store or get all your high-volume print needs and locations accommodated through one print partner.
We don’t recommend the first option because it requires more management between the locations and can result in campaigns being delivered at vastly different times. When you’re dealing with hundreds of locations, it’s complete and utter chaos trying to ensure everything is in line, the right materials are being sent and everything stays on brand.
Partnering with one single high-volume print company ensures that everything stays neat and organized every step of the way. Instead of choosing a design company, a print partner and a logistics company for each location, the idea here is that it’s all combined. The result is less stress, more brand consistency and similar timelines for every campaign.
When trying to manage print campaigns across multiple locations, companies usually opt for organized, matching messaging between locations or let each location decide what to print and where. However, there’s a third, arguably more effective way to navigate branded content between locations: creating cohesive and personalized branded content while allowing location-specific customization.
The best way to keep brand guidelines in place is to create pre-approved, brand-compliant marketing materials for each building manager to own. From there, they can add unique touches according to their specific location and audience. Instead of using copycat messaging that doesn’t apply to individual audiences, this gives more leeway to find what works.
For example, a grocery store located on the West Coast might promote more coastal items and things that are in season specific to that area, while the Midwest might feature locally grown produce that resonates with that region.
Creating pre-approved templates to choose from ensures that the appropriate business hours and overall brand colors remain consistent while allowing more diversity for the actual location of the advertisement.
Combining services with a turnkey partner can make managing multiple store locations much easier. Rather than sourcing each step separately or trying to DIY parts of the process without professional equipment or knowledge, it saves time and offers an easier way to complete campaigns.
When printing, fulfillment and logistics are combined into one service, it helps shave off time and offers a better final result to your audience. The best print partners have a knowledgeable team to answer questions and get the job done correctly, advanced high-volume equipment that gets the prints finished faster and with higher quality, and turnkey service offerings to reduce logistics and management needs in between stages of the process.
Here at Signature Graphics, our team offers turnkey services that include design, print, assembly, finishing and delivery to the nearest USPS location. The result is a more timely campaign and fewer things to worry about. Curious what’s included in our all-in-one print marketing services?
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One of the most useful ways to manage print campaigns across multiple locations is by utilizing reporting for future improvements. Many people assume that you can’t get statistics and results from print marketing, but that’s not the case—especially when you utilize print marketing in the best way: alongside digital marketing.
People often say that digital marketing is best because it’s easier and you can gather real statistics immediately, whereas print marketing is harder, it’s slow and you can’t track the statistics. But that’s where most people are wrong. Digital marketing isn’t better than print, it’s just different. With the proper pieces put in place, print marketing can also pull in tons of statistics that you can later use to improve future campaigns.
The best way to utilize print marketing and gather the necessary data is by using digital marketing simultaneously. The best marketers don’t use digital over print. They use both. At the same time.
When high-volume print campaigns are being created, the best move you can make is incorporating a QR code or adding a website link to your message. This one step instantly helps you track the results of your campaign anytime someone clicks on it or types your URL into the search bar.
Outside of the QR code trick, you can also utilize targeted direct mail and corresponding tracking measures. Companies can send mail to certain address lists that match their criteria and even use trackable phone numbers when prospects call the business number.
There are so many ways to record the efficacy of your marketing efforts with print marketing. You just have to know how to do it. From there, you can utilize the statistics and reports to adjust your future campaigns and get even better results.
Related Blog: How Adding QR Codes to Print Boosts Digital Presence
Managing print campaigns across multiple locations can be tedious if one person is doing everything themselves. The key is knowing how to offload the extra work and expedite processes to take time back for yourself. Here at Signature Graphics, we help make managers’ lives easier by stepping in and handling the hard stuff.
Located in Spokane and Portland but offering services nationwide, Signature Graphics offers turnkey print services that include design, high-volume printing, finishing and assembly, and shipping and delivery. Our goal is to make the commercial printing process seamless from start to finish, so you can focus on converting leads. With our comprehensive services, we remove the extra logistics between steps and ensure your mail is delivered on time. Ready to get started?
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