While online marketing reaches consumers where they are on mobile and search, offline tactics offer a different approach. You can blend easy-to-use piggyback labels with direct mailers or marketing promotions to reach your customers in a personal way.
Stemming from their design, piggyback labels are named for their multiple layers. The bottom label adheres to whatever surface it’s applied to (container, box or envelope). And the top label can be peeled off and re-applied elsewhere. Here’s how you can use these small but versatile labels to reach your target customers.
Piggyback Labels Make Compelling Direct Mail Campaigns
Digital marketing is effective. But offline direct mailers — with the addition of piggyback labels — continue to drive a higher response rate than email marketing for two reasons: convenience and interaction.
Add Convenience and Incentive
One study found it takes 21 percent less cognitive effort to process direct mail. That means that your audience doesn’t have to invest time (and brainpower) into your offer. Piggyback labels offer convenience in the form of instant gratification.
Customers simply remove the label to reveal whether they’ve won a prize, discount or special offer. They then redeem the physical coupon in store.
Add Physical Interaction
The success of any marketing campaign also depends on how it connects with your audience. Direct mail campaigns are more memorable than their virtual alternative. This is particularly true when customers peel back a piggyback label for potential rewards.
For example, your piggyback label can offer a free gift. It can offer a contest entry if placed on an official entry form and returned. It can also offer coupons, sales reminders or in-store freebies. When promotional offers require customers to do something with the mailer such as bring it to a store, they’re more likely to keep it and act.
Piggyback Labels Create Interactive Marketing Promotions
Marketing campaigns require promotion across social media, print, and digital advertising platforms. But a piggyback label inherently gives a customer an interactive experience with your brand. It requires the customer to do something — peel the label.
Whether you’re looking for a way to promote a game, or searching for a way to communicate your brand’s personal message, piggyback labels can reach your customers.
Promote an Event or Game
Using a piggyback label for event promotion is helpful towards building a complete marketing strategy. Game pieces, made famous by fast-food restaurant Monopoly and Scrabble, can be a powerful tool for getting customers involved with your brand. Game events often use piggyback labels as tokens. Customers peel off an additional layer of backing to stick to a gameboard page.
Connect with Your Customer
A piggyback label can do more than just provide information or serve as a place for incentives. It can help a brand connect with consumers on a personal level. For example, you can share your product’s story, how the company was founded, the company’s mission and values. These small gestures help customers learn more about your product and company.
Find a Printer to Create Compelling Promotional Labels
Labels & Specialty Products can help you discover all the ways piggyback labels create compelling direct mail and promotional campaigns. And because of their construction, they’re easy to customize in multiple shapes and formats.
With over 30 years in the industry, our team listens carefully to understand your sizing and design needs. Our experts also recommend the right materials, adhesives and format for your labels. Contact us today to discuss your next project.
