Despite advances in technology and the far reaching abilities of the online world, print is still a vital part of any successful marketing campaign. To neglect it is to neglect an emotional connection to your customers and potential customers that cannot be recreated on the web. With proper planning and budgeting, you can easily incorporate print into your campaigns in a variety of effective ways.
1. Point Of Sale (POS) printed materials
If you are a retailer, one of the biggest impacts you can have on your customers is at the register. Not only is it the opportunity where they could be standing in one place viewing a message for up to a couple of minutes, it also gives the customer services employee an opportunity to draw attention to printed materials verbally. Chances are, if the customer is making a purchase, they are willing and able to hear your messaging and have interest in additional offers.
2. Direct mail
It is all about the right message, to the right person, at the right time. Done correctly, direct mail can be extremely effective and gets you ‘in the door’ of potential customers you might not otherwise had the opportunity to attract.
According to The Real Estate Group, “Online retailers estimate that half of their online sales are driven by catalogs.” Now that’s even for online retailers. Imagine the impact catalogs have on traditional retailers. Catalogs can even be used for organizations not traditionally using them, and with a little outside-of-the-box thinking you can create a piece that connects with your audience and drives them to take action.
4. Print advertising
From coupon booklets to magazines, print advertising has the ability to reach a larger audience than you may currently have access to. By tapping into a community or industry related publication, you know you are reaching a targeted audience that is sure to drive some results.
5. Branded giveaways
It’s no lie that people love free things. So give them something they are sure to use that has your information on it. The real estate industry has used this idea for years with calendars and magnets. Additional ideas include notepads, pens, local sporting schedules, lip balm, mugs, and stress balls. By giving them something they use every day you ensure you are staying top of mind.
As with all marketing, measuring and analyzing your results is the key to justifying any budget. So make sure that you incorporate that idea into the planning phase of your campaign.