Marketers are once again starting to realize to value of print advertising after a brief foray into the realm of exclusively digital. While online marketing has proven to be effective in garnering customers due to the sheer number of audience members it can reach, it has also attracted a horde of like-minded businesses that have oversaturated the market and made it difficult to create a distinct individual brand.
So how is a company supposed to stand out and gain loyal customers in such an environment? Well, the answer is actually counterintuitive in terms of industry progression. Marketers are now starting to suggest embracing print as a mechanism that can lure consumers to an online destination and generate traffic. The use of integrated marketing through multimedia platforms has been shown to produce very positive results for its users. The following are some tips that can help your company best achieve returns.
1. Research different print strategies
The very first key to embarking on a new quest is to find out what the heck you're doing. The same can be said of print marketing. Under 30 CEO advised that if you are employing this format for the first time, it is important to brainstorm the various kinds of print products, and how you can most effectively use each one. Considering the merits and pitfalls of newspapers, posters, inserts, direct mail, magazines, merchandise and any other form is a good way to narrow down your options. It doesn't hurt to look up some return on investment figures for each method, either.
2. Understand your audience
PsPrint noted that before you start distributing content, you have to know the demographics of its recipients. This all depends on which format you have chosen to use – did you buy an advertisement in a magazine? Are you sending direct mail promotional fliers? Did you create an insert to be delivered in the local newspaper? Understanding who is going to be reading your content is paramount to creating an effective campaign. The average reader of a music magazine, for instance, is likely to have a different personality and lifestyle than a local newspaper subscriber.
The source recommended investing in targeted consumer or business mailing lists to help identify your niche. Also, you should consider the way your message will be received. Act as though you were a consumer, and think about whether or not your own marketing would have a positive impact on yourself.
3. Demonstrate the power of a tangible product
One of the major advantages of print is that you can show off your skills, Under 30 CEO said. There is something about touching and feeling a physical page that cannot be replicated through digital media, so you should do your best to create a visceral experience for your potential customers. Have your graphic design team create a stimulating design, your editorial staff write engaging and informative text, and use high quality materials to leave a lasting impact on the audience.
PsPrint cautioned that getting too fancy can be overkill, but that an appropriate eye-popping design can grab attention instantly. This is where the quality of your content comes into play; once the audience is hooked by the graphical display, the information presented to them must back it up by being useful and interesting.
4. Integrate your campaign with social media and web content
One of print's biggest advantages in the contemporary marketing climate is its ability to bridge the gap between off-grid consumers and digital natives. Under 30 CEO said that it's important to recognize that your strategy should not differentiate between print and online initiatives; rather, they should be grouped together under one umbrella. You can include QR codes, which can be scanned using a smartphone and lead the user directly to a website or app, and social media or website URLs.
Most importantly, your content has to be good enough that the consumer is interested in learning about further details, but it should also be made explicitly clear to the reader how he or she can do so. Links and QR codes can lead them right to your Twitter account or your company website, which is mutually beneficial for you and the customer alike.
5. Keep track of your results and market analysis
Both sources were clear in stating that in order for your print marketing strategies to be effective, you have to use analysis to determine their worth. Under 30 CEO warned that failure to evaluate response rates is akin to taking a shot in the dark, since you can't actively know what your ROI is.
PsPrint advocated for a more conservative approach at first to test the waters. If you are utilizing a direct mail campaign, it would be wise to test a small portion of your sales audience. The source said that if you aren't making a profit off of the sample group, a full-blown campaign won't be worth your time.
Feedback from customers and tracking your ROI are both key components, and should not be overlooked as a part of the marketing process.