Strategies to Sell Omnichannel Campaigns Successfully

To successfully sell omnichannel communication campaigns to marketers, brand owners, and c-level executives, commercial printers need to invest in the business development, sales strategies, and technical skills of their sales staffs. NAPCO Research’s ongoing surveys of commercial printers, marketers, print buyers, and brand owners identify the opportunities and essential requirements for commercial printers offering omnichannel services that unite print and digital media. The surveys also reveal that print is a core part of omnichannel campaigns.

A 2023 NAPCO Research survey of 316 communication buyers and influencers found that the average number of media types used in a typical omnichannel campaign was four. Additionally, 81% of respondents said they include print in omnichannel campaigns.

A main factor persuading organizations to invest more in using print is the ability to tie it to digital channels. At the same time, digital media has strengthened the results delivered by print. Key developments that have elevated the value of combining print and digital media in integrated campaigns include:

• Software that automates message integration across channels, while harnessing customer data to improve marketing results.
• Widespread consumer awareness of QR codes and how to engage with them.
• The ability of digital printing output devices to personalize communications.
• Enhancements in tools for tracking campaign results.

Print’s Value in Omnichannel Campaigns

The communication buyers and influencers who participated in NAPCO Research’s 2023 survey were also asked to identify their organization’s top reasons for including print in their omnichannel communication campaigns. Here is the response to that question:

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The response to this question shows both the value print offers and provides insights about what to include in sales conversations. Understanding why potential customers may value print in their omnichannel campaigns can be used as part of the discussions about print’s role and the results it provides in such campaigns.

The Omnichannel Opportunity

Commercial printers also acknowledge that using print and digital media together is an increasingly popular option for customers. NAPCO Research surveys conducted in 2021 and 2023 indicate that demand is on the rise (Figure 1). Respondents were asked in both surveys if demand for linking print to digital media was increasing, staying the same, or decreasing. In the 2021 survey, 42% of commercial printers reported demand for linking print to digital media was increasing, compared to 53% in 2023.

Figure 1 | Click to enlarge.

An omnichannel campaign that combines print and digital media often amplifies a customer’s messaging and results. The goal of omnichannel marketing is to provide an integrated and unified customer experience across multiple communication channels in the client’s buying journey. The idea is that presenting a unified message across every customer interaction will have more influence than a disconnected experience.

An area that is significantly expanding omnichannel opportunities for commercial printers is the combination of digital media and direct mail. More than 89% of direct mail users that participated in a 2022 NAPCO Research/SeQuel Direct Mail Survey reported they currently integrate or plan to integrate digital media and direct mail. A top factor driving direct mail demand is the ability to boost its performance with digital media to create omnichannel campaigns. NAPCO Research recently released a report, “Direct Mail and Digital Media: A Winning Omnichannel Marketing Combination,” which explores the factors increasing the effectiveness of combining the two, and the opportunities accessible to organizations that print direct mail.

High Confidence in Print Providers

A common hurdle for commercial printers that are considering selling omnichannel campaigns is the belief that customers will doubt their expertise. An essential consideration for any organization in provider selection is having confidence in their ability to successfully execute efforts.

According to the NAPCO Research/Canon U.S.A. study “Propelling Your Business Forward in an Everchanging Competitive Environment,” the 75 communication buyers and influencers participating in the research gave print providers a high vote of confidence on many of the elements needed to execute omnichannel campaigns. More than half of respondents reported they were extremely/very confident in using print providers for the following services:

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Sales Meeting Influencers

In the same survey, the buyers and influencers participating in the research offered various reasons for why they would take a sales call with a print provider (Figure 2).

Figure 2 | Click to enlarge.

The findings in Figure 2 point to tactics commercial printers should consider and pursue to win sales meetings with customers for all types of work. Applying these strategies to selling omnichannel marketing campaigns, commercial printers should consider the following actions for capturing prospects’ attention, marketing services, scheduling calls, and winning work:

• Show an understanding of a prospect’s organization and its needs. This is important, since 70% of respondents rate a provider demonstrating an understanding of their company and its needs as the top influencing factor in accepting a sales meeting. This finding means sales outreach efforts need to demonstrate some level of knowledge about a prospect’s organization and how your services will meet the organization’s needs.
• Provide samples, case studies, or other examples to demonstrate capabilities. Two-thirds of respondents say samples are highly influential when deciding to take a sales meeting with a print provider. Companies must demonstrate they are competent and have experience in omnichannel campaigns. Using omnichannel campaigns to promote yourself demonstrates definitive proof of competency.

For example, Darwill, based in Niles, Illinois, posted a short, informative video on its social media channel highlighting what its customers can expect when they work with the company on marketing campaigns. The 72-second video not only outlines campaign process steps, but also gives a look inside Darwill’s operation.

• Ask current clients for referrals, testimonials, and recommendations. Sixty-two percent of survey respondents indicated the importance of references. For example, a recent customer testimonial posted on Darwill’s Facebook page highlights how its expertise delivered results. Marissa Kunkel, director of Annual Giving at Trinity Christian College, noted in the testimonial, “Of the many other direct mail companies I have worked with in the past, Darwill is a step ahead of all others, as they take data-driven approaches to identify best practices for our institution.”
• Host educational events. Fifty-nine percent of respondents indicate that when a print provider invites them to an educational event, it is highly influential in accepting a sales call. Print providers that host open house events, hold educational webinars, and post online educational tools demonstrate credibility in meeting customer requirements.
• Evaluate and adjust your online presence. Because 61% of respondents report a print provider’s online presence influences the decision to take a sales call, the quality of websites and social media pages matter. Elements of an online presence, including clearly defined services, examples of work, thought leadership content, and site design all influence buyer perceptions. A robust content marketing program — video, blogs, social media posts, infographics, and whitepapers — can be a competitive differentiator, as it can position a print service provider as a trusted expert and industry leader.

The website of Bluegrass Integrated Communications, in Lexington, Kentucky, reflects its competency as an omnichannel campaign provider. Founded in 1974 as BlueGrass Mailing, Data & Fulfillment, today the company positions itself as an omnichannel communications and marketing company. The company’s website highlights how it works with customers from concept and design to development and implementation. It has branded its omnichannel offering as Amplify.

Bluegrass Integrated Communications also provides a wealth of resources on its website, including ebooks on “How to Run an Omnichannel Marketing Campaign,” “Omnichannel Marketing for HVAC Services,” and “Omnichannel Marketing for Nonprofits.”

• Consider Team Selling. The team selling approach involves pairing sales reps with production or technical staff to work together on closing a deal. This approach combines the skills of team members for better sales outcomes. For example, when selling an omnichannel campaign, having multiple people on sales calls who represent the knowledge required for the various campaign elements can clear a prospect’s doubts regarding a provider’s ability to execute on a project.

Some Final Thoughts

Marketers and brand owners understand the value print brings to omnichannel campaigns. Commercial printers offering omnichannel campaigns can benefit from increasing sales, strengthening the value of print in the eyes of customers, capturing new work, and strengthening relationships with current clients.

Selling omnichannel campaigns requires demonstrating expertise, showcasing past campaign and/or customer successes, and educating your customers on all of the possibilities.