Tangible, Printed marketing material (or “Offline marketing” as it has become recently known) can be difficult to create effectively, especially with smart phones and tablets beeping every few seconds with notifications or email. The trick is not to compete with a digital medium but to compliment it.
Below, you’ll find 6 easy tips to help you understand and use printed marketing to your advantage.
Having your ideas designed professionally.
Ok, now this may seem a little bias but stay with me! Having print professionally designed will increase your brands credibility and every piece of advertising counts! It will look more polished and complete, it’s more likely to attract the correct attention from your clients and will be more effective in the long run.
It is always better to get something designed professionally – that’s what your graphic designers are here for!
Understand what you are getting.
Just like many professions, design can be full of jargon which to the average person doesn’t make a lot of sense, this makes ordering printed material an awkward or difficult situation. Any reputable designer will be more than happy to tell you about any product you are unsure of; Want to know what a Silk finish is? Or the difference between 120 and 300 gsm? And what the heck is Kerning?
Always ask if you are unsure. Designers and Printers love to talk about their craft and will help you understand (at least that’s the case at Hoggett Creative!).
Know your audience.
Will you be heading to a conference where you only have a few minutes to wow potential clients? Then a 28-page brochure heavily loaded with text will probably put people off, whereas an A5 flyer with contact details and a web address may be more effective, plus it will cost a lot less! Why not throw in a branded pen!
Do you deal with an older age group? They may respond to a personalised letter where as a younger audience will enjoy something with some novelty or something that can be used in everyday life.
Knowing your audience’s personas is very important to advertising to them correctly.
Add a time dependant offer
This is key to having people react to your printed material, I’ve had flyers and cards sat on my desk/in drawers/pinned to notice boards for months before contacting the business. I’m sure you’d rather have them contact you now, rather than 8 month’s time!
You could also add a specific reference code (OFFER123) – this is a useful tool to understand where a sudden influx of traffic to your website, or orders have come from!
Combining Traditional and Modern.
Planning on printing leaflets and giving them out with products or sending them to clients? Then create a simple email to go out along with it! This should tie together with the flyers and can even use the same information. Multi-medium campaigns have been proven to have the most interaction with clients and you capture both sides of the market – those who prefer traditional marketing and those who prefer email/digital marketing.
Make sure your printed material compliments your digital marketing.
Roller Banners/Exhibition spaces are a fantastic way of causing a stir at an event! If you want to stand out – Go Big! It may seem like a large cost at first glance (although the price of signage has dropped significantly of recent years) but they can be reused, transported easily and they are robust enough to last many years if well looked after!
Remember: Only use large exhibition print that retains your current branding
If you’ve updated your brand – update all of your print and signage too! Keep it consistent!
I hope these 6 quick tips help you to understand how to use Print marketing a little easier but of course there are plenty of other ways to ensure your business is represented correctly!
For more information or to talk about what we can do for your print marketing, give us a call!