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Using print in your marketing plan

Posted in Marketing Plan by Sophie White ( from Visual Print and Design ) on 2017-10-19 00:00

It is common knowledge that businesses strive to get their message out there with the latest exciting digital marketing campaigns, but it is equally as important to make the most of a fundamental option that has been around for so long – print.

Choosing to focus part of your marketing efforts into print may seem like a strange choice in this digital age, but here are some ideas why you should.

  1. Print creates a tangible connection. The internet encompasses so much of our day to day lives, but handing a customer a product they can touch and feel will have a huge effect. Print creates a lasting impression, something that is missed with a digital advert. Think how many emails we receive each day, most of which are deleted before they have even been opened. But handing over something that can’t be missed like a business card or leaflet allows your customer to feel the ink and paper leaves them with a memory.
  2. Targeting options. Print advertising can be used in strategic ways to get the most out of your marketing campaign. Cities give lots of opportunities for this method to be used by focusing on your target demographic. If you are aiming at targeting students, then hand out leaflets close to the university campus. Do a bit of research beforehand and display posters in areas or places that they frequent. You are keeping ROI healthy as you are targeting the audience where you know they will be, rather than doing a mass leaflet drop and hoping for the best.
  3. It represents you and your business. When you send out compliment slips, business cards or letterheads, they all act as an extension of your business. If you are a start-up, it makes sense to start as you mean to go on, with professionalism. You should have a basic stationery pack consisting of business cards for networking as well as letterheads and compliment slips for communication. Handing over these pieces will help to speak for you when you are not there. If you have spent time and money creating a professional set of print, it shows that you are sending out the right message.
  4. Creates an experience. We feel print, we pick it up, unfold it, flick through, rotate it. It is a much more personal experience than a pop up that we are likely to glance over then delete. Creating an experience will complement the message you are trying to convey. We perceive print to be more important. Someone has spent time and money for it to be produced, therefore we are more likely to pay attention to it.

If you want to get things moving with your print, we would suggest getting some business cards in the first instance. There is nothing worse than attending a networking event and making a connection but having nothing to hand over to them for future contact. Being prepared is key!