Some may brazenly declare that print marketing is dead, but they couldn’t be more wrong. Print marketing still holds a vital place in brands’ marketing strategies alongside digital marketing efforts. Printed booklets, leaflets, business cards, magazines and posters have an essential function: printed media is personal, eye-catching, tangible, digestible, cost-effective and gives your brand much-needed credibility.
How Can You Use Print Marketing Today?
In the digital age, consumers are constantly exposed to forms of digital advertising. In fact, several studies have found that we see between 4,000 and 10,000 ads every single day. It is not surprising that many of us feel overwhelmed, especially when it comes to exposure to online ads. Many consumers feel more at ease with print marketing materials, deeming them more trustworthy and personal. As a result, it is wise to invest in print marketing as it allows your brand to connect with its target audience. Print marketing materials such as booklets, leaflets and posters shouldn’t be seen as inferior to digital marketing. In fact, they have many benefits over digital marketing.
What are the Benefits of Print Marketing?
Personal
Print marketing materials feel more personal than digital ads, as prospective customers are given something they can keep and refer to whenever they need it, such as a booklet.
Another great option is mailing postcards the traditional way, as it can be a personal touch to your marketing plan that sets your company apart from your competitors.
Eye-catching
A well-designed and expertly printed booklet, leaflet or business card is eye-catching, increasing the likelihood that consumers will pay attention to your business. If you don’t have the expertise to create good designs yourself, you should consider hiring a graphic designer to create printed media for you. A badly designed booklet or leaflet could be damaging to your business, so it pays to invest in a talented graphic designer that will get it right the first time.
Cost-effective
In such a competitive market, digital ads are expensive and continue to increase in price as time goes on. For example, digital display ads compete in cost, and if you’ve got a saturated market, your ads costs are going to rise steeply. In contrast, printed marketing materials cost a fixed price and, due to economies of scale, reduce in price per copy when you place a bulk order. Plus, the longevity of booklets made of premium materials means that they can be used for several months as long as the content inside is not time-bound.
Competitive Edge
A well-designed booklet will give your brand a competitive edge. While your competitors might be focusing all their energy on their digital marketing strategy, they might neglect print marketing to their detriment. That allows your brand to capture consumer attention with an informative booklet or leaflet that appeals to their wants and needs.
Digestibility
Print marketing materials are easier to read. Even after the explosion of digital media, most people still prefer reading on paper rather than on a screen. Several studies have found that direct mail is much easier for readers to process than various forms of digital media.
Common Printed Media Mistakes
If your print marketing efforts are to be effective, you must ensure that you don’t make these common printed media mistakes:
Overcrowding
When it comes to printed media, it’s easy to succumb to overcrowding. You must pick out the most important pieces of information to include in your printed media and put the rest on your website. An overcrowded booklet or leaflet is off putting—break the text into logical blocks and include plenty of white space.
Poor-Quality Imagery
One of the first things a reader will notice is the quality of the imagery in your printed media. It will stand out like a sore thumb if you’ve included poor quality imagery. So instead, make sure to include professional, high-quality images that show your brand in the best possible light.
Lack of Consistency
An inconsistent booklet design will make your brand appear unprofessional. Make sure to use a specific set of brand colours and fonts and keep the design consistent across the entire booklet.
No Call to Action
Whichever printed marketing medium you choose, be it a booklet, poster, or leaflet, you must include a call to action that explains what you want the reader to do next. It could be: “visit our website to learn more” or something similar—anything that encourages the reader to interact with your brand.
No Contact Information
Your target audience needs to know how to contact you. Include a phone number, email and web address so that prospective customers can contact you or learn more about your brand.
Poor Print Quality
Customers interacting with your booklet will form an impression of your brand based on its quality. If the booklet is made of poor quality materials and the printing quality is poor, customers will likely form a negative opinion of your brand. That is precisely why it pays to spend a little more money on higher quality materials and a reliable booklet printing service.