Whether a business is using brochure printing, poster printing or a standard printing and mailing campaign, it is important that its materials have a hook – a call to action to get consumers to visit stores and open their wallets.
One surefire tactic for getting consumers excited is to employ a time-sensitive deal. In his recent book, The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always Connected Economy, Adrian Ott suggests that businesses make the time barrier and attention barrier in marketing work together, 1to1 media reports.
Ott explains that when visiting a store or a business' website, customers will perform a time-and-attention calculation before purchasing a product or signing up for a service. For example, "We purchase additional goods at the store because the time saved by stocking up today exceeds the perceived cost of a subsequent trip," the website writes.
Small businesses that want to employ this strategy should offer special discounts with direct mail materials or even try adding quick response codes to print campaigns that will allow consumers to access limited-time coupons.
By restricting time and lowering prices, companies will be able to raise the perceived value of a product, drive sales and augment customer relationships.
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