Marketing materials should clearly state relevant information about your product or business.
Printing marketing materials is an excellent way to inform a wider audience about your business. Yes, you can’t deny that we’re in the middle of the digital marketing movement. However, many say there is still power in print.
Before getting started on printing marketing materials, it would be best to learn about the benefits of using printed marketing materials. Below are just a few that you should consider:
- It allows you to target a specific location and audience.
- It is a cost-effective way to promote your business because the materials are printed in bulk.
- It allows you to promote your business creatively. Heaps of options are available, from flyers, banners, and even stickers.
- Print marketing can be memorable to your audience. An interesting flyer can be passed around from one person to another.
- It drives your message better because a physical print can communicate quality based on the material’s thickness and finish.
There are definitely more benefits when it comes to printing marketing materials for promoting your business. But before jumping into it, make sure that you remember these top 5 mistakes to avoid when printing marketing materials.
Avoid these 5 mistakes when printing marketing materials
1. Not including a clear call-to-action (CTA)
The no. 1 rule in printing marketing materials is to ensure that you’re sending a clear message. It doesn’t matter if you are using high-quality paper and have a great design; you are missing out on potential clients if the customer is confused with what you’re trying to say in your printouts.
A clear CTA should state the exact action or reaction that you would like to get from your audience. For example, do you want prospects to call your business? Then ensure that your contact details are indicated on the pull-up banner.
Do you want customers to walk to your restaurant and take advantage of the 20% discount when they present the flier? Then clearly state the mechanics to get the discount on the flyer.
Never leave a customer confused. Be clear and straightforward with your call-to-action message.
2. Not proofreading before printing
Some companies misspell certain words to differentiate themselves from their competitors. If you have this strategy for your company, keep in mind that your printer may not know this. It may not be aligned with your intention.
This is one of the reasons why proofreading the text is highly important before sending the final file for printing. As previously mentioned, clarity of message is important for your audience. If there are misspellings or missing information, then your intended message will not reach your target market.
When it comes to proofreading, one of the recommended techniques is to read the text backwards. You can also get a third-party source (one who is not familiar with the project) to look at the proof before sending it to your trusted printer.
The details matter in printed marketing materials. So, make sure you don’t skip the proofreading. Triple-check the initial layout if you must!
3. Using the wrong format for images
Not all image files are created equal, which is why it’s recommended to check with your printer their preferred image file before you send your marketing materials for printing.
Make sure that the image you’re turning over to the printer is rendered in high resolution. Using high-res images guarantees sharp, crisp, and high-quality printouts.
It is also important to convert your images to CMYK format in case they are still in RGB. CMYK is the most common colour printing process and refers to the four ink plates that are used: cyan, magenta, yellow, and key or black. RGB works well with monitors, but when it comes to printing, the CMYK format is preferrable.
If this seems too technical, you may ask your printer if you have any questions. They are the experts when it comes to these details.
4. No bleed and having too many colours
In the printing world, the “bleed” refers to the edges of the artwork. It is usually advised that you keep at least 3mm on all sides of the artwork for the bleed.
Allotting enough space around the artwork will ensure a perfect printout, especially if you’re dealing with a more complicated design. The amount of bleed usually depends on the type of marketing material that needs to be printed. Your trusted Newcastle printer may be able to guide you on this.
Apart from the bleed, it is advisable to use fewer colours. Refrain from overwhelming your audience with too many elements and colours in your marketing materials. Colours are best used as accents, which can help highlight important details in your marketing material. Use the right colours to direct the customer’s eyesight to your main message.
5. Doing it all yourself
Printing marketing materials can sometimes be very technical. It also requires much attention because once the proof is sent to the printer, then that’s it. The next time you’ll see it is when it is ready for distribution to the public.
If you are not an expert on this field, then it would be best to seek the help of professionals. Get the services of a graphic designer and a trusted printing company in your area to guide you on the technical aspects of the printing process. Printing companies often also have in-house graphic designers who can do the layout for you.
Avoid these 5 mistakes and trust only a leading printing team like Jennings Print.
We are a one-stop shop for your marketing needs. Apart from printing different kinds of marketing materials like business cards, flyers, and catalogues, we also offer graphic design services.
We are a family-owned, quality print house located right at the heart of Newcastle. Just give us a call at 02 4933 5735 to discuss options for your business’s marketing materials. You may also send your enquiries to email@example.com.