Fax marketing can be a highly effective medium to present your message to a large number of people, without the high cost. Importantly fax marketing can support one of the key components of your marketing mix and outcomes- Brand Awareness.
So how do we drive brand awareness through fax marketing? Repetition and consistency is key! If you as a marketer have communicated your brand and offering throughout the year, you will be more likely at the forefront of the consumers’ minds when it’s time to purchase a product or service. A good fax broadcast can quickly get your brand out there and into the thoughts of consumers.
Here are things to consider for your fax campaign that will assist with improving brand awareness and having quality fax marketing content
Logo ratio – what is your ratio of your logo compared to other images
Clear concise and relevant heading
What solutions does your product/service provide?
Priority information and message to convey?
Does it have clear Call to Actions? Call Now, Complete Order Form, Order Online, Request Info Pack
Do you have a special offer specific to this campaign?
Could you provide guarantees, redemptions, and coupons?
Are you the leader or benchmark in your area of business?
What separates you from the competition? Tell them the key points
How can you measure results to find return on investment?
Other offering and value you can provide? E.g. Multiple booking discounts, package of products
Accreditations/Certifications/Years in business? Let people know you are experienced
Do you have up to date websites/ social media? Drive customers to those pages
Is your fax design friendly for black and white fax? A bad design can have a negative effect to your brand
To ensure the success of your fax campaigns make sure to put the right elements that will grab your target audience’s attention. Consider and identify what potential customer’s problems or challenges are, and communication clearly what solutions you solve, what is the outcome and gain. Your ad is who you are and importantly, represents your brand.
These questions should be considered before creating your campaign, and paired with a savvy fax design, and clear goals- fax marketing can support and build brand awareness, engagement and sales. The key is planning, consideration and consistency. Don’t forget to include key information for contact and compliance such as business name, address, contact details, ABN and opt out message.
Contact The Write Fax to discuss strategies in assisting to gain the best return from your marketing dollar.
