Digital advertising has become a major method of marketing, over-taking print marketing for the most part. While many people turn to digital marketing as their preferred method of getting their message in front of the masses, there are still several ways to rely on print marketing media, incorporating flyers, postcards, brochures, and more into a highly successful campaign.
The fact of the matter is that print marketing is a traditional form of marketing that still has a place when used the right way. While digital marketing is definitely essential, print marketing can help your business, too. In fact, there are certain times when print marketing may work out better, especially if you are a local business.
Using Print Marketing to Your Advantage
If you have a local business, print marketing is the best way for you to get connected with your community. Having community support is important, especially if you are looking to stay in business for a while. You can hire companies that specialize in print marketing, helping you to create different flyers, brochures, and even postcards to be passed around locally or even mailed. For best results, make sure that you target a specific audience within your community by sending postcards or handing out brochures to those who fit your ideal customer description.
Giving Customers Options
While email newsletters are one excellent way to let customers know about your upcoming sales event or to provide them with a coupon, some customers may prefer the print version. Therefore, when customers make their first purchase online or in your store, give them the option of choosing from emails or print notices or both. Customers will feel valued and empowered since you are catering to their wants.
Providing Coupons, Discounts, and Sales Information
For those customers who opt for printed notices, postcards are an excellent way to keep your costs low. They are simple to design, easy and quick to print with an online printer, and best of all they fit easily into a purse or back pocket for customers to bring into your store. Just make sure that just as with emails, you don’t overdo how many postcards you send in a given time. While you may be able to get away with sending emails more than once a week, postcards should be limited to only one or two per month.
Gain New Customers Locally
Print marketing can also help you gain more local customers. For instance, door hangers a great way to target specific neighborhoods but are much less intrusive than actually knocking on the door. Handing out flyers at a community event, placing business cards in offices with a similar target market as yours, or even hanging posters in approved locations are just a few ways you can reach out to your local community.
Making a Personal Connection the Old-fashioned Way
Creating personalized letters or flyers is ideal for helping customers feel appreciated for their business while also offering them something in return, such as a discount. You can also provide a free gift, available for pick up the next time they make a purchase from your store. Some companies rely on print marketing to send special coupons to their customers on birthdays, a great way to make customers feel appreciated. In fact, in a world inundated by emails and text messages, sometimes the good “old-fashioned” way of connecting with customers through snail mail can mean more than a quick email.
Connecting Print Marketing with Online Marketing
Always remember to make sure your postcards or brochures not only look like your online marketing designs but also point back to your online resources. When used in conjunction with online marketing, print can help you leverage your campaign and drive home your message much more effectively.
Therefore, make sure that your website and Twitter or Facebook information is on your postcards, door hangers, brochures, and any other print materials. If you include a QR Code, make sure that it leads to a landing page for redeeming a coupon, rather than just your home page. And make sure that your print materials actually look like your online marketing designs. Use the same colors, include your logo, fonts, or anything else that makes it easy for customers to immediately recognize your company no matter where they come across your marketing efforts.
The key with print marketing is to use it for the right tasks and with the right target audience. Online advertising can work wonderfully, but print alongside digital marketing can be a powerful alignment. Know your market and time your campaigns carefully, and you can get the most out of print marketing in a digital advertising age.
Tara Hornor
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