Generate Digital Opt-ins at Offline Touchpoints
Published on 7 April 2015 | Author Stefan von Lieven0
Receiving an opt-in to online marketing, e.g. the subscription to a newsletter or an SMS info service, is the pre-condition for every digital dialogue. There are a variety of touchpoints where new opt-ins can be obtained. These are digital touchpoints where a registration form is directly embedded or at least linked. However, we often forget that there are also several offline touchpoints where we can obtain opt-ins for online dialogue marketing. Generally, there is hardly any offline communication measure where we cannot integrate a reference to e.g. a newsletter. We have compiled a few important offline touchpoints for you.
Print is still an integral part of the communication mix of many companies, either in the form of their own material (catalogues, flyers, business post, whitepapers etc) or booked advertisements in external publications. As print materials are not interactive, there will always be a media break. Generally, there are two options to guide a user to an opt-in form via print. Firstly, you can print the link to the newsletter landing page. The media break is particularly high here. In this case, the link should be short and concise. No one would type in a complicated, cryptical link containing 100 characters! The second option would be the integration of a QR code. When the user scans this QR code, the opt-in form will be directly accessed on his smartphone. Important: The form must be optimised for use on mobile terminal devices. Which variant is preferable, depends on different factors. When the target group is not smartphone-affine, the QR code would not make much sense. Also, a QR code takes up more space than a link. If sufficient space is available, you should always use both variants. In any case, the link or QR code must be accompanied by a brief text which teases the newsletter content or highlights the advantage of the newsletter subscription.
Compared to digital measures, print measures are less efficient for opt-in generation. At least with external measures such as booked ads, the reference to a newsletter will in most cases not be the primary call-to-action. With some materials, however, it would make sense to promote the newsletter more prominently. In a catalogue or a corporate magazine nothing speaks against dedicating a whole page to the newsletter.
Packaging, Products and Give Aways
What applies for paper print generally also applies for other printable materials. These can be packaging, the products themselves, plastic bags, biros, mouse pads and other give-aways distributed at expos. How to place the reference to the newsletter (including a brief text) in the most effective way or whether it can be placed in a sensible way at all, depends on the object to be printed on. While printing on a large biscuit box would not be a problem, printing on an iPod would be a no-go.
Expos, Events, PoS
Even at expos, events or at the Point of Sale, you can obtain newsletter opt-ins, e.g. in personal conversations lead by the promoter. When promoters are equipped with tablets, prospective customers can directly register during the conversation. An alternative to tablets are e.g. printed forms to be filled in by hand or at B2B events, boxes where visitors can leave their business cards. In the latter two variants you should ensure that the data from forms or business cards is digitally captured as soon as possible so that prospective new subscribers can receive a double-opt-in email as soon as possible. Alternatively, you can place digital terminals for the newsletter subscription or boxes for business cards or forms in a prominent location without an accompanying promoter. This is recommended for the point of sale as compared to an exhibition stand this is not only temporary and a permanent use of promoters would not be worth it.