While champions of the digital era will have us believe print is dying out, you only need to look around you to see that print marketing is still very much alive and well. On any given day, we’re bombarded with billboards, magazines and posters – all pointing us towards a product, service or brand – and whether we realise it or not, these marketing materials influence our buying behaviour.
Today, we’re throwing the spotlight on the print industry. We’ll be looking at everything from high street flyers and business cards to retail window clings and magazines – exploring how and why print still works as an effective marketing strategy.
Break from the norm
With millennials consuming more content on their smartphones than any other generation, digital marketing is now the go-to way to capture the attention of the younger generation. This change of pace means creating head-turning billboards or in-store print campaigns is now largely considered to be a thing of the past – meaning businesses who still utilise print are met with less competition.
Printed promotional materials can be particularly effective when launching a new business – giving new and potential customers an introduction to who you are and what you do. With social media offering one of the most common ways to announce a new website or business, going back to basics with a print campaign offers an impactful, alternative way to gain attention and propel your brand into the public eye.
Create and strengthen relationships
Unlike website content or email newsletters, printed marketing materials are tangible – meaning customers are more likely to revisit the content if they have a physical copy to hand. While business cards and leaflets allow businesses to strike up conversations, monthly magazines and regular flyers help to strengthen those relationships.
Digital marketing can often lack emotion, leading to a disconnect between businesses and their target audience. Regular printed content not only gives the impression that your company is committed to producing something tangible for their consumers, but can also be sent out to customers through the post – adding a more personal touch than a generic email in their already crowded inbox.
Know your industry
The secret to a successful print campaign is to know and understand your audience. From the products and services they’re interested in to where and how they consume information, failing to meet their expectations will result in a failed marketing strategy.
For those in the retail industry, discount flyers and window sale signs will always play a crucial role in getting customers into the store – while overhead signage and promotional posters will influence their in-store behaviour. Other industries will require a different approach, but once you know what works for your industry and audience, you can begin experimenting with various print marketing strategies for your business.
From regular blog content to interacting with your audience on social media, there are a number of benefits to harnessing the power of digital marketing – but this doesn’t have to mean saying goodbye to print. The most successful businesses will learn how to incorporate the two platforms to ensure their brand gets the most coverage and gives their audience what they want.
