Marketing with impact: Using print media to stand out
In today’s hyper-digital world, where tweets and likes flood our screens, it’s easy to forget about the power of good old-fashioned print media.
But here’s the thing – print media still packs a punch when it comes to marketing. Yes, you read that right. In this blog post, we’re going to explore how you can use print media to stand out and make a lasting impact. From brochures to flyers and everything in between, let’s dive into the world of print marketing.
The resurgence of print media
Before we jump into the how-to’s, let’s talk about why print media is making a comeback. In a sea of digital noise, physical print materials offer a breath of fresh air. Here’s why:
- Tactile appeal: There’s something undeniably satisfying about holding a well-designed brochure or postcard in your hands. It engages multiple senses and creates a memorable experience.
- Less competition: With many businesses focusing solely on digital marketing, print media presents an opportunity to stand out from the crowd. Your message isn’t lost in a sea of online ads.
- Targeted marketing: You can precisely target your audience with print media. Whether you’re distributing flyers in a specific neighborhood or sending postcards to your loyal customers, you have control over who sees your message.
- Credibility: A professionally designed and printed piece can lend credibility to your brand. It shows that you’re willing to invest in your marketing efforts.
Now that we’ve established why print in London and the rest of the world matters, let’s delve into how to use it effectively.
Crafting compelling print materials
Here are six tips to help you craft compelling print materials.
1) Know your audience
Before you even think about designing a print piece, you need to understand your audience. Who are they? What are their pain points? What solutions can you offer? Knowing your audience inside out will guide your content and design choices.
2) Set clear goals
What do you want to achieve with your print materials? Are you looking to boost brand awareness, promote a new product, or drive foot traffic to your store? Having clear goals will help you measure the success of your print marketing campaign.
3) Design for impact
Your print materials need to capture attention and convey your message effectively. Here are some design tips to consider:
- Eye-Catching Graphics: Use high-quality images and graphics that resonate with your brand and message.
- Color Psychology: Colors evoke emotions. Choose colors that align with your brand and elicit the desired emotions in your audience.
- Typography Matters: Fonts should be legible and consistent with your brand’s personality.
- Whitespace: Don’t overcrowd your design. Leave ample whitespace to make your content more digestible.
4) Create compelling content
Content is king, even in print. Write concise and engaging copy that speaks directly to your audience’s needs. Highlight the benefits of your product or service and include a clear call to action.
5) Choose the right print material
The type of print material you choose depends on your goals. Here are a few options:
- Brochures: Ideal for providing detailed information about your products or services.
- Flyers: Great for promotions, events, or quick overviews.
- Postcards: Perfect for sending personalized messages or special offers.
- Business Cards: Essential for networking and leaving a lasting impression.
6) Invest in quality printing
Invest in high-quality printing to ensure your materials look and feel professional. A well-printed piece can leave a lasting impression.
Once you have your print materials ready, it’s time to get them into the hands of your target audience. Here are four distribution strategies to consider.
1) Direct mail marketing
Direct mail involves sending your print materials directly to your target audience’s mailbox. It’s a highly targeted approach and can yield impressive results when done right. Make sure your mailing list is up-to-date and accurate.
2) In-person distribution
If your target audience frequents specific locations, consider distributing your materials there. For example, if you own a local bakery, you could leave flyers at nearby coffee shops.
3) Events and trade shows
Participating in events or trade shows provides an excellent opportunity to distribute print materials. Attendees are often more receptive to collecting and engaging with physical materials.
4) Local partnerships
Partner with local businesses to cross-promote each other’s print materials. For instance, a coffee shop could display your flyers in exchange for you promoting their cafe in your materials.
To determine the impact of your print marketing efforts, you’ll need to track results. Here are three things you can use to can do that.
1) Unique QR codes or URLs
Include unique QR codes or website URLs on your print materials. This allows you to track how many people visit your website or landing page through the print campaign.
2) Coupon codes
If you’re offering discounts or promotions, assign unique coupon codes to each print material. This way, you can trace which materials are driving conversions.
3) Customer surveys
After the campaign, consider sending out customer surveys to gather feedback and understand how your print materials influenced their decisions.
Don’t underestimate print media’s power to convert
Print media may seem like a relic in today’s digital age, but its power to engage and convert should not be underestimated. Don’t be afraid to embrace it and watch your brand soar.