{"id":887,"date":"2011-07-21T13:39:35","date_gmt":"2011-07-21T12:39:35","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=887"},"modified":"2019-06-10T21:22:37","modified_gmt":"2019-06-10T20:22:37","slug":"marketing-door-drop","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/it\/business-marketing\/door-drop-marketing\/","title":{"rendered":"Non lasciate cadere le gocce di porta: il valore del marketing diretto stampato"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nDire ciao al marketing digitale significa dire addio al marketing diretto stampato, giusto?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-21892\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" alt=\"immagine di testata per il post sul blog di door drop\" width=\"600\" height=\"900\" \/><\/p>\n<p>Sbagliato. Almeno, non secondo la Royal Mail, il cui nuovo servizio di posta interattiva (accuratamente mirata <a href=\"https:\/\/www.royalmail.com\/business\/services\/sending\/specialist-services\/door-to-door\">Marketing diretto porta a porta<\/a> campagne stampate che possono essere collegate al cyberspazio!) sta avendo un successo sorprendente in un momento in cui sembra che altri mezzi di marketing, come l'e-mail marketing e il mobile marketing, ecc. siano di gran moda.<\/p>\n<p>Ma, dato che \u00e8 nell'interesse della Royal Mail promuovere il suo nuovo servizio interattivo, lo direbbero, no?<\/p>\n<p>Ebbene, s\u00ec, ma le percentuali di successo delle campagne di Direct Marketing (comunemente chiamate \"campagne DM\"), lanciate, gestite, monitorate e poi revisionate da ogni tipo di azienda britannica, rendono il DM una tattica che nessuna azienda dovrebbe ignorare.<\/p>\n<p>\u00c8 davvero un errore considerare le campagne DM stampate come \"separate\" dalle campagne online. Perch\u00e9? Perch\u00e9 ora, con una sola scansione del loro smartphone, il vostro <a title=\"Volantini stampati\" href=\"https:\/\/www.solopress.com\/blog\/it\/volantini\/\">volantino,<\/a>\u00a0<a href=\"https:\/\/www.solopress.com\/blog\/it\/cancelleria-aziendale\/envelopes\/\">busta<\/a>Il mailer, il chunky pack o un altro tipo di mailer possono portare i vostri clienti ancora pi\u00f9 lontano, fino al cuore del vostro spazio web, e oltre...<\/p>\n<p>I tassi di successo delle campagne DM possono variare, ovviamente, a seconda di una serie di fattori. Ma, senza dubbio, la priorit\u00e0 numero uno quando si cerca di progettare, orchestrare e monitorare una campagna DM \u00e8 quella di rendere utili le informazioni che si inviano ai clienti potenziali e mirati. Inoltre, quando parlate dei vostri prodotti o servizi, cercate di dirlo in modo diverso dai vostri concorrenti e di presentare le informazioni in modo diverso.<\/p>\n<p>Rendendo la busta attraente e dando al destinatario un assaggio dell'offerta speciale contenuta, \u00e8 possibile aumentare il tasso di risposta tipico fino a circa 3% - 4% (dal tasso di risposta di 1% - 2% che di solito ottiene una busta C4 bianca semplice con un franco commerciale rosso, contenente una lettera e un paio di volantini).<\/p>\n<p>Se il vostro DM \u00e8 progettato per spingere i potenziali clienti a recarsi in massa sul vostro sito web, allora, prima che il vostro materiale di marketing stampato venga distribuito, assicuratevi di avere una solida landing page in attesa della loro visita. (Se preferite che siano loro a chiamare, che ne dite di creare una linea telefonica dedicata come parte della vostra campagna).<\/p>\n<p>La landing page del vostro sito web potrebbe includere informazioni sul vostro nuovo prodotto, un video su come utilizzarlo, una funzione che permetta ai clienti di \"registrarsi per gli aggiornamenti\" e persino una funzione di feedback.<\/p>\n<p>Il tema della vostra landing page dovrebbe essere facilmente identificabile come \"collegato\" al vostro materiale stampato, oltre ad essere scritto in modo persuasivo per incoraggiare i potenziali clienti ad acquistare; il che ci porta, gente, alle call-to-action...<\/p>\n<p>Il Direct Marketing cartaceo e online senza una call-to-action \u00e8 un po' come una barzelletta senza una battuta finale o un thriller senza un climax: tutto andava cos\u00ec bene fino alla fine, quando il pubblico si \u00e8 accorto che non aveva nulla a cui reagire e che l'intero accumulo era in realt\u00e0 una completa perdita di tempo. Assicuratevi quindi di aggiungere una call-to-action al vostro DM che spinga le persone a reagire, o meglio ad AGIRE: a chiamarvi, a mandarvi un'e-mail, a fare un ordine ORA su un'offerta limitata nel tempo \"prima che lo faccia qualcun altro\", \"prima che il tempo finisca\", \"prima che le scorte si esauriscano\", prima che il prodotto o il servizio che state vendendo \"torni a prezzo pieno alla mezzanotte di venerd\u00ec prossimo, quando la luna (e il libro degli ordini) saranno pieni!\".<\/p>\n<p>Capice?<!--\/codes_iframe--><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":21892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-887","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Value and Benefits of Direct Marketing | Solopress<\/title>\n<meta name=\"description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/it\/marketing-aziendale\/marketing-door-drop\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Value and Benefits of Direct Marketing | Solopress\" \/>\n<meta property=\"og:description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/it\/marketing-aziendale\/marketing-door-drop\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2011-07-21T12:39:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-10T20:22:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aron Priest\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aron Priest\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/door-drop-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/door-drop-marketing\/\"},\"author\":{\"name\":\"Aron Priest\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/48b967ba047cb36781b5820a5bc366a2\"},\"headline\":\"Don\u2019t drop the door drops &#8211; 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Ho una formazione completa in tutti i settori della mia azienda e amo venire al lavoro.","sameAs":["https:\/\/www.solopress.com"],"url":"https:\/\/www.solopress.com\/blog\/it\/author\/aron-priest\/"}]}},"jetpack_featured_media_url":"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png","_links":{"self":[{"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/posts\/887","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/comments?post=887"}],"version-history":[{"count":5,"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/posts\/887\/revisions"}],"predecessor-version":[{"id":60779,"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/posts\/887\/revisions\/60779"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/media\/21892"}],"wp:attachment":[{"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/media?parent=887"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/categories?post=887"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.solopress.com\/blog\/it\/wp-json\/wp\/v2\/tags?post=887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}