Importance of Print – Why Print Marketing Is Still Relevant
In this digital age of marketing, a lot of marketers might feel like using print for marketing is outdated and has a poor return on investment. While it’s true that online marketing has changed the world in many ways, print is still a relevant form of marketing.
Your business can still reach new customers through print marketing. It’s just a matter of using printed marketing materials wisely and strategically to get more from print.
How to Use Print in Modern Marketing
With social media advertising, email marketing and business blogs taking over the marketing landscape, developing an effective way to use print for your promotional efforts can be challenging.
With the rise of internet search, businesses should be less invested in using print marketing in hopes that customers will look them up in print. Phone books and other print listings aren’t as likely to bring in new customers as they were in the past. But that doesn’t mean all forms of print are becoming less popular.
When done right, printed materials can help your business stand out above the rest.
Using Brochures and Pamphlets
To get the most out of print marketing, it’s good to put your message in front of customers wherever they are. You need to be promoting yourself some place where your target audience are likely to be.
For instance, it’s sensible for a business that sells a pet-related product to advertise by putting down brochures at a veterinary practice. It’s less sensible for a business in the pet industry to have pamphlets at a local bakery.
For another example, it’s sensible for a business that specializes in local tourism to have pamphlets at a local tourist attraction, but less sensible to put down pamphlets at a local doctor’s office.
If you have a physical store, it’s also good to put out brochures to hand out to your existing customers. This can encourage customers to return.
As an example, if you own a restaurant, you can offer customers brochures displaying your menu and contact details. This way, customers can keep your menu and contact you to order at a later stage.
These are just some examples of how you can use brochures to attract new business, or to keep existing customers coming back. What should be clear is that using brochures can still be a great way of marketing.
Using Business Cards
Often times, you might find yourself casually talking to someone about what you do for a living. If this person shows any interest in your product or service, handing them a business card is a great way to make sure they don’t forget you.
Business cards are still a relevant form of marketing. When you think about it, there isn’t a digital alternative to business cards yet.
The best you can do is drop someone a quick email with your business details, or connect with them on social media. But it’s just not as easy as pulling out a card and handing it to someone. Plus, if you hand a potential customer your business card, you still have a chance of winning their business, even if you forget to send them an email or connect on social media.
As long as you use your business card only when someone seems genuinely interested in your product or service, it’s likely to yield a good return on investment.
A business without a sign is a sign of no business! At least, that’s what they say.
Signage is a broad term to describe any graphic display that’s intended to convey certain information or a message to the audience. Everything from road signs to banner ads could count as signage.
While most people wouldn’t consider storefront signage as advertising, it can be crucial in helping potential customers find your business. It can also be used to entice passersby to go into your store.
If you have a physical store for your business, or even just an office, the outside signage of your business is an easy way to market your business to all passersby. Too many business owners miss this easy marketing opportunity by neglecting the outside appearance of their business premises.
Using posters, bright signs and other visually attractive materials to decorate your shop front is a good step in creating local awareness of your business.
Decorating your storefront or office building with branded signage is also a cost-effective and passive way of marketing. Many businesses can invest in signage once and keep it for years. And unlike brochures and business cards, you don’t have to worry about spreading your storefront signage to potential customers.
Posters and Banners
Using posters and banners is a great way to get your message in front of potential customers. Using this form of print marketing can be especially effective for local businesses, as your advertising will be targeted to local customers.
To attract local customers, you can use poster advertisements, banners and other printed materials to promote your business in areas close to your shop.
As with brochures and pamphlets, posters can also be used where your target customers are likely to be. Such as with the example of a business in the pet industry advertising at a veterinary practice, where bored pet owners in the waiting room are likely to see your poster and read it.
Posters and banner ads are also very effective for advertising an event of any kind. That’s why you’ll often see them used for this purpose.
It doesn’t matter whether the event you’re trying to advertise is a concert, craft market or expo, using a visually appealing poster to promote it is a good way to gain attraction. Using event posters in both public areas as well as areas where your target audience is likely to be is an easy way to get word of your event out to people.
Combining Print and Digital
Print marketing is still relevant and versatile. It’s all about how you use it. When used strategically and correctly, there are even instances where print marketing can be more effective than advertising online.
However, this doesn’t mean you have to abandon digital marketing entirely. A good print marketing strategy can attract attention to your online presence and help you stay in touch with customers online.
Your brochures, business cards and other printed advertising materials could include your social media details and website so customers can find you online.
On promotional posters, you could include a hashtag you’re currently using for an event or competition you’re running. This could improve your chances of getting your message out both locally with printed posters and online with your hashtag.
What’s clear is that there will always be a future for printed advertising. While print marketing might evolve and adapt over the years, there will always be a way to your business to gain benefit from printed marketing materials.