Tips on using printed marketing materials to improve the impact of your business
Print is back and resurging. With digital marketing flooding all available online spaces, consumers don’t know where to look, but print has re-established itself as a more trustworthy and reliable mode of marketing. This is especially true for local businesses with brick-and-mortar outlets such as restaurants, studios, and medical/dental offices.
Digital marketing is suitable for targeting international audiences but print marketing can be the most effective for a local shop, servicing the local, loyal customer base. Customised posters, flyers and brochures can help increase brand awareness and draw in ever more local customers.
At Jennings Print we follow a set plan before working with you to launch your print marketing campaign:
- Start with an effective strategy.
- Identify the target market and audience.
- Determine the latest print marketing trends.
- Launch, being sure that online and offline campaigns are in sync, so that they can reinforce each other successfully.
3 popular print media for 2022
Here are three of the most popular print media for marketing:
- Direct mail
Most advertising emails end up in the spam/junk folder, whereas direct mail almost always reaches the target customer. When sending out brochures, newsletters, or personalised greeting cards, be sure to include the brand logo and a personalised message. Adding a QR code to drive customers to the company website is a great additional way to use print to boost engagement with digital content.
Posters are a striking, immediate and effective way to deliver large amounts of information in a limited space. With optimal visual design from Jennings Print, your business can easily capture the attention of its potential customers. Hang posters to advertise events, introduce new products, or increase brand awareness.
When it comes to displaying posters, location is just as important as the design itself. Hanging posters in front of the store is the simplest and cheapest way of promoting a business, but sometimes that is not enough. When targeting a specific audience, make sure to match the location with the consumer demographic. This might require research on where the target audience likes to hang out, such as student campuses, bus terminals, or business districts.
If the target audience is the general public, consider handing out leaflets to people on the street that match the target profile – try to strike up a conversation with those who seem interested in order to build up interest.
Flyers come in all shapes and sizes. Credit card sized materials are the least likely to end up in the trash bin as they fit easily into a pocket or wallet. Conversely, people may be reluctant to take a flyer that is too large or too thick.
If handing out flyers on the street is too time-consuming, try inserting them inside packaged orders. Better yet, partner with a complementary business that may be willing to help distribute your materials.
For maximum impact, why not turn flyers into vouchers with coupon codes? Customers are more likely to engage if they know they get a discount or freebie. You can also track engagement through these coupon codes and gain insight into which flyers yielded the best response.
5 Tips on improving your business’ printed marketing materials
Here are five things we consider at Jennings Print when designing print marketing collaterals:
- Shape up
- Be bold
- Add texture
- Let it shine
- Connect online.
Squares and rectangles are traditional, but marketing materials in triangles, stars, ovals and other irregular shapes will stand out. For dental clinics, why not create business cards in the shape of a tooth? Or perhaps a cupcake-shaped flyer for a bakery business?
Images can make or break a design, so choosing photos that make a statement is essential. For example, images showing the benefits of a product or service will leave a larger impression on the target customer than pretty landscape photos.
When promoting beauty products or salon services, for example, before and after pictures are most impactful as they provide a visual testimonial. The quality of the image is also vital. You might want to consider hiring a photographer instead of printing stock photos to convey a more professional appearance.
There are two ways to add texture to paper – embossing and debossing. Embossing raises the elements on a page for a three-dimensional effect, while debossing depresses the elements so that the reader can see and feel the images.
To further highlight the textures on a page, why not apply a layer of coating? Gloss and semigloss coatings allow your design to shine, while a soft-touch coating makes it feel smooth as velvet. Coatings also protect marketing collaterals from water and fingerprints.
Adding a QR code to print materials are a way to connect readers directly with the company website. Additionally, the QR code can offer some form of incentive such as coupons, discounts or deals.
One sophisticated form of merging offline-online marketing is the video folder. This technology allows businesses to add a digital screen to print marketing materials – either on the cover or inside the packet. Video folders also enable customers to access more information that might not fit on a printed page. For example, a real estate agent could show off available properties through virtual tours in a video folder instead of still photos.
Ready to roll out a new print campaign?
As more and more businesses focus on digital advertising, print marketing campaigns are able to stand out again. This is because they are effective and inexpensive, which is why they are perfect for local companies trying to reach potential and repeat customers.
The most successful print marketing materials are based on creative strategies and coordinated carefully with digital marketing.
Allocate a specific budget for researching your target market and audience. Then decide on a concept for your next campaign. Next, ensure that your print advertisement has a fresh, attractive design with authentic images and a prominent call-to-action. Finally, add elements that combine your print marketing collateral with your digital platforms.
For all your Maitland, Central Coast and Newcastle printing needs, choose local; choose Jennings Print.
Here at Jennings Print, we can help you strategise effectively and create beautiful print designs for your next advertising campaign. Our print house, located in the heart of Newcastle, NSW, has been specialising in offset, digital and corporate colour reproduction for more than 45 years.
We have worked with hundreds of clients ranging from local small businesses to Westpac and Greater Bank. Our holistic approach means we are not just a printing company. We provide our clients with a consistent brand, cohesive design and coordinated marketing collaterals to reinforce their advertising message.
Give us a call today on 02 4933 5735 or email email@example.com. Ask about our top-notch brochures, flyers, business cards, posters, corporate stationery, signages, decals, and other promotional products today!