Consumers are bombarded by more information than they want on a daily basis. This excess has caused people to tune out most of these unwanted messages whether in the form of TV commercials, billboards, brochures, or other types of booklet printing. Therefore, it makes sense to give customers materials tailored to meet their needs, which can result in less wasted spending and fewer annoyed customers.

Consumers have had Enough 

The increase in communications media has resulted in a corresponding increase in marketing messages that consumers come into contact with on a regular basis.  They receive information from television, radio, mail, internet, phone, and text messages. Additionally, much of it is not even relevant to the person who hears it. All of this has resulted in lots of irritated consumers. Millions of Americans have registered their phone numbers on the National Do Not Call Registry, and several states are considering Do Not Mail lists as well. The good news is that, according to surveys, customers are only irritated by marketing that has nothing to do with them. They don’t mind learning about products and services they can use.
 

Increase Efficiency by Targeting Customers 

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Since customers are annoyed by marketing that doesn’t pertain to them, the common sense thing to do is only give customers the information they can use. Targeting specific consumers should be done across the media spectrum, both electronically and in print. Since this requires a great deal of flexibility, some might think that print materials might not lend themselves to being tailored to each customer, but this is not the case. A company simply needs to design marketing collateral so that they meet a specific type of customer’s needs, and then distribute accordingly. Not only will customers be more satisfied, the company will save money by cutting down on production costs.
 

Give Local Agents Tools to Meet Consumers’ Needs 

One reason marketing collateral haven’t been tailored to specific customers is that many companies are national or regional and so make generic marketing materials to keep their branding consistent at each location. However, it is possible to give local branches and franchisees the tools they need to give the right marketing collateral to each customer. The company simply needs to develop several standard business card, postcard, poster, and booklet printing templates containing a standard design, each having specific marketing information. Local stores can then use these templates, following company rules, to put together a packet that is tailored to an individual customer’s needs.
 

Reduce Delivery Costs 

A way to further lower marketing costs is to make the mailing system more efficient. One way is to redesign collateral packages to contain less material thus reducing postage costs. Another is to consolidate mailings by considering the information a household might need and including all of it in one package instead of several. For instance, many booklet printing companies are now offering the “slim jim” size so that mailing costs remain low. A company can also reduce delivery costs by cutting down on sending out undeliverable mail and by using technology to make sure labels are properly addressed. 
 
All of these ideas add up to increased efficiency in marketing. Rather than wasting marketing dollars by sending out mass messages, a company should target only those consumers that can use what the company has to offer.