Before you write off traditional marketing as a thing of the past, stop for a second and think about it. We live in a digital era, but we are pretty much still living in a physical world, aren’t we?
Print brochures, business cards, posters, flyers, pull-up banners, product catalogs, greeting cards, magazine advertisements, and other printed promotional materials can help you expand your client base and gain more customers.
Here are six important reasons why you should include print marketing in your future marketing plans.
1. Establishing Brand Recognition
Nothing will establish your brand more easily than professionally designed business cards, letterheads, notebooks, postcards, stickers, T-shirts, and every other branding material.
Carefully craft those materials by using colors, images, typography, and texture to suit your brand style and speak your values. The unique look can make you instantly recognizable and help you stay memorable. You can learn more about branding design from this step-by-step guide.
You can also distinguish your company from competitors with the use of interactive assets in your print materials. For example, you could insert QR codes into business cards that will lead directly to your website or social media profiles to help your potential clients start following you straight away.
2. Reaching Your Target Audience
Targeting the audience through Facebook ad campaigns or Google Ads isn’t the only way to reach your target market.
Digital targeting can be really effective, but also ineffective at the same time. How come? Well, you never know whether your ad showed in front of the right people or someone clicked through your sponsored post by accident.
When you publish an ad in a magazine specialized in your niche, you can be certain that it went to the hands of a decision-maker from your industry. It will be someone who could instantly pick up the phone and order form you because you offer exactly what they need.
This is especially efficient if you work in the business-to-business industry. Here is an example.
Let’s say that you are a restaurant inventory supplier.
When you post an ad on Facebook and target restaurant owners in your area, chances are that those owners have hired someone to run their restaurant Facebook page. So, when your ad shows to a social media manager, they usually don’t know what the owner needs at that point in time, so they won’t take any action upon your sponsored post.
On the other hand, when you publish an ad in a hospitality-oriented print magazine delivered directly to restaurant owners in your area of service, you place your ad directly in front of a decision-maker. They could act upon your advertisement right away.
3. Starting New Business Endeavors
As a company owner, you should consider attending events, trade fairs, and industry-related conferences around the world to expand your network and engage with potential business partners.
You own an ice cream parlor based in Paris, France, and your goal is to add artisan gelato in your offer. There is no better way to start your business expansion than with attending the Sigep trade fair in Rimini, Italy. It is the world’s biggest trade fair for artisan gelato, pastry, bakery, and the coffee industry.
To stand out from the crowd at such a large event, you should come up with an original look for your stand, and make sure everything is branded – from table cloths to outdoor flags, and everything in between including roll-up banners, brochures, catalogs, and fabric displays. With an eye-catchy stand, you’ll easily earn attract potential partners you could start working with soon.
This works great for every industry, so make sure that event promotions are an important part of your marketing plans.
4. Earning Credibility
By choosing recognizable media outlets to advertise in, you earn credibility for your brand. Think The New York Times, for instance, or the Washington Post, the TIME magazine, or any other newspapers, magazines, and both local and international publications related to your industry.
Investment in print media advertizing with world-class publications might be expensive, but the return on investment could be much bigger than with social media marketing.
5. Nurturing Your Loyal Customers
Sending a hand-written thank you card, or a specially crafted holiday card to all your long-time buyers can be very effective.
Nurturing relationships with your customers and providing personalized messages to them could make a big impact. Your customer satisfaction index would go over the moon, and your clients would be delighted to continue buying from you.
As a bonus, they will probably tell their friends all about it and refer to your business. Before you know it, you’ll get new clients who trust you and admires you right from the start. Now, that’s something you don’t find easily these days.
Your business should be present online – no question about that – but print marketing isn’t going to die any time soon, so you should consider it as well if you want to grow your business. Printed materials can help you go a long way and win more business in no time.