Though it’s been around for decades, print marketing is still one of the most effective ways to reach your target audience. However, with the evolution of social media and technology, many believe that the use of print media has fallen on the back burner and is no longer effective, but this is a myth.
We discuss the benefits and importance of print marketing, the types, and how to use it in your marketing strategy to grow your customer reach and business. So, if you’re looking for a tried-and-true marketing strategy that is guaranteed to work, read on!
Why Print Marketing is Important for Businesses
It’s still essential for businesses to incorporate print into their marketing strategy for several reasons. First, print is tangible. People can touch and feel it, which creates a more personal connection with your brand.
Second, print has a longer lifespan than digital media. It’s not easy to forget or delete like an email or social media post.
Lastly, print is highly customisable, which means you can tailor your message to fit the needs of your target audience.
The Types of Print Marketing
There are several types of print marketing, so let’s go into detail about some of the most popular:
Direct Mail
Direct mail is a great way to reach your target audience – sending them physical pieces of advertising such as postcards, flyers, or brochures. It’s important to make sure your direct mail is personalised and relevant to your customers, or they’re likely to toss it in the bin!
Brochures
Another type of print marketing is the legendary brochure – they have a sticking power! The key to creating a good brochure is design. Brochures are excellent for providing in-depth information about your product or service, and they can drive traffic to your digital content like your website or social media channel.
Point of Purchase
Next is point-of-purchase or in-store marketing. This type of marketing is used to create awareness and drive traffic to your physical store location. It can include signage, displays, and even samples or demos of your products.
Business Cards
Business cards are essential for face-to-face networking. A well-designed business card can help make a great first impression and leave a lasting impression.
Print Advertising
Finally, there’s print advertising. Print advertising includes ads in newspapers, magazines, and other publications that should be designed with the reader in mind. It’s important to choose the right publication so you can target the right audience, or you’ll end up wasting your money.
You will find there are several other types of print marketing, including catalogues, promotional vouchers, and stickers.
Using Print in Your Marketing Strategy
Now that you know a little bit more about print marketing, let’s see how you can use it in your own marketing strategy.
Start by creating a buyer persona. This is a fictional representation of your target customer, so you can tailor your marketing messages to fit their needs.
Once you have a buyer persona created, identify the ways they’re most likely to use to find information about your product or service. Then, you can target those prospects with print marketing materials you know will appeal to them. If you’re targeting older customers, consider a simple and traditional design for your print materials. If you’re targeting younger customers, use a more modern or vibrant design.
Be sure to include your contact information, so your audience can easily reach out to you if they’re interested in learning more. You should also include any links or QR codes that will drive traffic to your online content such as social platforms or product pages.
Once your design is ready, you can think about how you are going to distribute your print adverts. You could send them directly to your customers, or you could put them in public places where your target audience is likely to see them.
The Benefits of Print Marketing
Even though digital marketing is very powerful and effective, print possesses significant advantages that are irreplaceable by digital techniques. In fact, print can increase ROI by up to 240 per cent. Other benefits of using print in your marketing strategy include:
- Increased brand awareness, reputation and relationship building
- Improved response rates and engagement
- Enhanced customer loyalty
- Greater perceived value of your product or service
- Increased reach to your target audience
- Greater flexibility on where you can distribute print material
- Increased longevity
Incorporating print into your marketing strategy can be a great way to reach more customers and grow your business. It’s a tried-and-true marketing strategy that still works today, so don’t be afraid to give it a try!
For print marketing, check out our print design and print procurement services at Bigwave Marketing.