It's no secret that print marketing can be a lucrative venture in growing a company's brand. But businesses that are looking to develop a strategy to complement their digital schemes might be unsure of where to start.
1. Don't waste time trying to evoke the perfect message
Industry veteran Patrick Whelan suggested in an article for American Printer that too many companies waste time brainstorming and searching for the perfect message to appeal to consumers. However, he cautioned, the very existence of the message itself is often more important than its content. If your brand is constantly accessible, it will be far more memorable than the meticulously-crafted piece that is distributed infrequently. Now, this doesn't mean you should distribute meaningless drivel – you still have to capture your audience's attention. But several pieces of imperfect but visible marketing will inherently have more value than one pristine piece.
2. Create content that will last a long time
The most notable advantage that print has over its digital counterpart is that it's timeless, marketing expert Lee Traupel wrote for in a Huffington Post blog post. The shelf-life of a print product is, by nature, limitless, whereas digital content eventually fades into the bowels of the Internet and is forgotten. You can promote brand resonance by crafting an engaging piece that will remain relevant for a long period of time, so it can be picked up years from its date of publication and have the same impact it originally did.
3. Commit to print marketing
Whelan stressed that marketing can't be treated as something you do "when you have time." You have to create effective strategies and implement them, just as you might for any other aspect of your business. Marketing is a key aspect of running a successful company, and it needs to be treated as such.
Print has a higher perceived value than digital does, according to Traupel. Utilizing it will help you stand out against the digital masses in the consumer's eye, since it shows a larger commitment to producing the content and more consideration of the audience's needs. If you are featuring a client or strategic partner in a piece of your content, it's far more exciting for them to hear they'll be in the print edition than in something online.
4. Give consumers something tangible
Receiving a piece of print marketing allows the audience to better connect with the message, since they are holding it in their hands and feeling it. Print pulls people away from the nonstop barrage from the digital universe, and gives them something to experience, as opposed to yet another piece of intrusive click bait. It can be a compelling way to engage your target.
5. Make sure to distinguish between your marketing and sales people
This is more of a general marketing tip, but it encompasses print, as well. A lot of companies hire employees with a title that includes both sales and marketing, Whelan said. These are two entirely separate parts of running a successful business, and need to be treated with equal importance. In order to develop a strong brand, you need to appoint distinct sales and marketing staff members.