{"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\/pl\/business-marketing\/door-drop-marketing\/","title":{"rendered":"Nie upuszczaj drzwi - warto\u015b\u0107 drukowanego marketingu bezpo\u015bredniego"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nPrzywitanie si\u0119 z marketingiem cyfrowym oznacza po\u017cegnanie si\u0119 z drukowanym marketingiem bezpo\u015brednim, prawda?<\/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=\"Obraz nag\u0142\u00f3wka dla wpisu na blogu o upuszczaniu drzwi\" width=\"600\" height=\"900\" \/><\/p>\n<p>B\u0142\u0105d. Przynajmniej nie wed\u0142ug Royal Mail, kt\u00f3rej nowa interaktywna us\u0142uga pocztowa (dok\u0142adnie ukierunkowana <a href=\"https:\/\/www.royalmail.com\/business\/services\/sending\/specialist-services\/door-to-door\">Marketing bezpo\u015bredni od drzwi do drzwi<\/a> Kampanie drukowane, kt\u00f3re mo\u017cna po\u0142\u0105czy\u0107 z cyberprzestrzeni\u0105!) okazuj\u0105 si\u0119 zaskakuj\u0105co skuteczne w czasach, gdy wydaje si\u0119, \u017ce inne media marketingowe, takie jak e-mail marketing, marketing mobilny itp. s\u0105 w modzie.<\/p>\n<p>Ale bior\u0105c pod uwag\u0119, \u017ce w interesie Royal Mail jest promowanie ich nowej interaktywnej us\u0142ugi; powiedzieliby to, prawda?<\/p>\n<p>C\u00f3\u017c, tak, ale wska\u017aniki sukcesu kampanii marketingu bezpo\u015bredniego (powszechnie okre\u015blanych jako \"kampanie DM\"), uruchamianych, zarz\u0105dzanych, \u015bledzonych, a nast\u0119pnie weryfikowanych przez r\u00f3\u017cnego rodzaju brytyjskie firmy sprawiaj\u0105, \u017ce DM jest taktyk\u0105, kt\u00f3rej \u017cadna firma nie powinna ignorowa\u0107.<\/p>\n<p>B\u0142\u0119dem jest postrzeganie drukowanych kampanii DM jako \"oddzielnych\" od kampanii online. Dlaczego? Poniewa\u017c teraz, za pomoc\u0105 jednego skanu smartfona, Tw\u00f3j <a title=\"Ulotki z nadrukiem\" href=\"https:\/\/www.solopress.com\/blog\/pl\/ulotki\/\">ulotka,<\/a>\u00a0<a href=\"https:\/\/www.solopress.com\/blog\/pl\/papeteria-biznesowa\/envelopes\/\">koperta<\/a>, masywne opakowanie lub inny rodzaj przesy\u0142ki pocztowej mo\u017ce zabra\u0107 Twoich klient\u00f3w jeszcze dalej - w samo serce Twojej przestrzeni internetowej i POZA ni\u0105...<\/p>\n<p>Wska\u017aniki sukcesu kampanii DM mog\u0105 si\u0119 oczywi\u015bcie r\u00f3\u017cni\u0107 w zale\u017cno\u015bci od wielu czynnik\u00f3w. Bez w\u0105tpienia jednak priorytetem numer jeden podczas projektowania, organizowania i \u015bledzenia kampanii DM jest sprawienie, by informacje wysy\u0142ane do docelowych, potencjalnych klient\u00f3w by\u0142y u\u017cyteczne. Ponadto, gdy m\u00f3wisz im o swoich produktach lub us\u0142ugach, staraj si\u0119 m\u00f3wi\u0107 o nich inaczej ni\u017c konkurencja, a tak\u017ce staraj si\u0119 prezentowa\u0107 informacje w inny spos\u00f3b.<\/p>\n<p>Uatrakcyjniaj\u0105c kopert\u0119 i daj\u0105c docelowemu adresatowi przedsmak zawartej w niej oferty specjalnej, mo\u017cna podnie\u015b\u0107 typowy wska\u017anik odpowiedzi do oko\u0142o 3% - 4% (z 1% - 2% wska\u017anika odpowiedzi, jaki zwykle osi\u0105ga zwyk\u0142a bia\u0142a koperta C4 z czerwonym nadrukiem biznesowym, zawieraj\u0105ca list i kilka ulotek).<\/p>\n<p>Je\u015bli Tw\u00f3j DM ma na celu zach\u0119cenie potencjalnych klient\u00f3w do odwiedzenia Twojej strony internetowej, to zanim Twoje drukowane materia\u0142y marketingowe zostan\u0105 wys\u0142ane, upewnij si\u0119, \u017ce masz tam siln\u0105 stron\u0119 docelow\u0105 oczekuj\u0105c\u0105 na ich wizyt\u0119. (Je\u015bli wolisz, aby dzwonili, mo\u017ce skonfiguruj dedykowan\u0105 lini\u0119 telefoniczn\u0105 w ramach kampanii?).<\/p>\n<p>Strona docelowa w witrynie mo\u017ce zawiera\u0107 informacje o nowym produkcie, film instrukta\u017cowy, funkcj\u0119 umo\u017cliwiaj\u0105c\u0105 klientom \"zarejestrowanie si\u0119 w celu otrzymywania aktualizacji\", a nawet opcj\u0119 przesy\u0142ania opinii.<\/p>\n<p>Temat strony docelowej powinien by\u0107 oczywi\u015bcie \u0142atwy do zidentyfikowania jako \"powi\u0105zany\" z materia\u0142ami drukowanymi, a tak\u017ce przekonuj\u0105co napisany, aby zach\u0119ci\u0107 potencjalnych klient\u00f3w do zakupu; co prowadzi nas do wezwa\u0144 do dzia\u0142ania...<\/p>\n<p>Drukowany i internetowy marketing bezpo\u015bredni bez wezwania do dzia\u0142ania jest troch\u0119 jak dowcip bez puenty lub thriller bez punktu kulminacyjnego - wszystko sz\u0142o tak dobrze a\u017c do ko\u0144ca, kiedy publiczno\u015b\u0107 odkry\u0142a, \u017ce nie ma na co zareagowa\u0107, a ca\u0142e nagromadzenie by\u0142o w rzeczywisto\u015bci ca\u0142kowit\u0105 strat\u0105 czasu. Pami\u0119taj wi\u0119c, aby doda\u0107 do swojego DM wezwanie do dzia\u0142ania, kt\u00f3re sk\u0142oni ludzi do reakcji, a raczej do DZIA\u0141ANIA: zadzwonienia, wys\u0142ania e-maila, z\u0142o\u017cenia zam\u00f3wienia TERAZ w ramach ograniczonej czasowo oferty \"zanim zrobi to kto\u015b inny\", \"zanim sko\u0144czy si\u0119 czas\", \"zanim zapasy si\u0119 wyczerpi\u0105\", zanim produkt lub us\u0142uga, kt\u00f3r\u0105 sprzedajesz \"wr\u00f3ci do pe\u0142nej ceny o p\u00f3\u0142nocy w najbli\u017cszy pi\u0105tek, kiedy ksi\u0119\u017cyc (i ksi\u0119ga zam\u00f3wie\u0144) b\u0119dzie w pe\u0142ni!\".<\/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\/pl\/marketing-biznesowy\/marketing-door-drop\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\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\/pl\/marketing-biznesowy\/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=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aron Priest\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuty\" \/>\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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