Even in today’s highly digitized world, print is still a necessity. Well-executed print can increase your sales, develop interest in your brand, and reach target customers. If you’re new to print, however, the myriad of services available to you can feel overwhelming. Our team of printing pros can help. Here’s 10 tips to mull over when considering print marketing and advertising.
10 Tips for Print Advertising and Marketing
#1 Learn About Your Audience
Do you know who your ideal customer is? Have you given much thought to what types of materials your target demographic responds to? Understanding your audience, their preferences, and their consumer habits can help you make wise decisions about how to utilize print advertising.
#2 Determine What Sets Your Business Apart from the Competition
More than likely, there’s a handful (or more) of businesses offering similar services or products. Before you allocate your marketing and advertising budget toward print, you need to determine what makes your business unique to your competition. Knowing what sets you apart from similar businesses can help identify key points that should be addressed in your marketing and advertising. Perhaps you have lower prices or processes that make your customer experiences superior. Whatever makes your businesses stand out should be a focal point in your print materials.
#3 Stick to Consistent Branding
Say the logos and colors used on your website differ from direct mail pieces and store signage. These inconsistencies can make it difficult for your business to develop brand recognition. When it comes to print materials, the imagery, font, and color selection should match your digital and in-store branding. Cohesiveness fosters brand recognition and ultimately, brand loyalty among consumers.
#4 Know that Practicality Matters
As with other areas of life, being practical has its benefits. Whatever funds you allocate to print advertising should be well spent. It’s important to think in terms of “what yields the best results for the least amount of money?”
#5 Understand Basic Elements of Great Print Execution
You don’t need to become an expert in print advertising but it is important to understand some basic elements of what makes printed materials eye-catching and effective. Important factors to great print execution include clean and crisp design, quality stock, and well-placed images. Working with a graphic designer and a printing professional can do wonders for your business.
#6 Know the Importance of Quality
Sometimes, quality is more important than quantity in the printing world. Low quality printed materials like direct mail and door hangers may end up in the trash with little consideration from potential customers. Eye-catching design, purchase incentives, and quality paper, however, can lead to increased sales.
#7 Listen to the Experts
It’s impossible to be an expert at everything. When you’re developing print materials, listening to the experts will likely work in your favor. Printing professionals and graphic designers are masters of their craft. They know what works and what doesn’t. Besides, tapping into their expertise reduces your workload.
#8 Use a Response System
Print advertising can help grow your business but it’s important to develop a response system to find out what specific campaigns are producing the best results. A simple line of “How did you hear about us?” on your website, a contact form, or when new customers call or visit your business can help you determine what specific initiatives are resonating with your customers.
#9 Utilize a Call to Action
All print advertising should have a strong call to action. Consumers need to know how to follow-up with you if they are interested in your products or services. Calls to action can include encouraging visits to your business, calls to inquire about your services, or for consumers to visit your website.
#10 Welcome Creativity
The process to developing great print advertising involves welcoming creativity. Whether you’re conducting a survey to incorporate the perspectives of your employees or collaborating with a graphic designer, leaving room for creativity can help take your advertising to the next level. Welcoming creativity and collaboration can ensure that no stone is left unturned in developing materials that strike a chord with your customers.
Pel Hughes is a woman-owned enterprise serving businesses in a number of industries. We offer in-house graphic design, printing, and fulfillment. We can also assist with developing omnichannel marketing. Give us a call at (504) 486-8646 to learn more.
