The economic recovery has been welcomed among virtually every industry and government office across the country, leading to higher gross domestic product, improved employment conditions, a return in real estate construction starts and a wealth of other positive goings-on. However, as many businesses have already started to see, this increase in health is also leading a far greater market saturation and competition, which then makes it harder to separate the company from others in the field.
Because virtually every company has started to put digital marketing efforts first, it might be savvy to begin working against the tide and leveraging a hybrid advertising model that leverages both online and print communications, subsequently positioning the business in a unique spot. Marketers today know the value of positioning the brand in such a way that simultaneously boosts general visibility and touches upon the preferences of the most promising prospects, and print can be used to the advantage in this sense.
Look around – young consumers are far from being the only ones out there hungry for deals on products and services, and digital platforms certainly do not stand alone with respect to the mediums through which corporate buyers are getting their brand information. Rather, many of the individuals in high ranking positions that make purchasing decisions for businesses are still Generation Xers or baby boomers, and their preferences have continued to be print-based.
What's more, for those younger corporate purchasers and consumers, print marketing and sales materials can touch upon a more cathartic and sentimental basis, evoking an emotional response that would be far more difficult to achieve with wholly digital communications. Add to this the fact that so many marketing efforts are taking place through the World Wide Web and it should be clear why print can be used to pique interests in a more unique and preferably positioned fashion.
So long as the marketing strategy is rooted in corporate objectives and driven by the culture, there is no reason why a business cannot begin to separate itself from the competition and convert more prospects taking a print-oriented approach to advertising.
Where to begin
First and foremost, planning and strategic oversight will need to be tight to mitigate the threat of wasteful spending or marketing collateral that does not actually pique the interests of the audience. Once these plans have been ironed out sufficiently, though, the next step will be to decide upon a print service provider that can offer speed of delivery similar to what is seen in the digital realm.
After all, a print marketing strategy today will need to be far faster than those of the past, with time-to-market being a high priority when trying to ride the waves of emerging trends. By crafting a unique and effective marketing program and beginning to leverage the support of a reliable, proven print service provider, the opportunities to better position the brand and drive revenues higher will be clear.