It’s clear to the world that print is not as heavily relied upon in marketing as it once was, but to claim that ‘print is dead’ is a tad extreme. Despite the growing number of channels through which we can reach out to our target audience, print is still an important marketing tool and is used by companies every day.
Print is ideal for marketing: companies, brands, promotions, and corporate communications. But rather than acting as the key lead generator, print now tends to be used for specific marketing initiatives and to support online and social marketing campaigns.
To put it a better way, print has found its niche – print is personal.
With this in mind – Here are some suggestions of when and how you should use print marketing:
- Company Literature. From headed paper to brochures and business cards – these items should always be used for networking as a constant reminder of the company and brand identity.
- Annual reports. It’s important for companies to continue to deliver print versions of their annual reports. Through high quality and professional documents, companies can reflect the quality of their brand; reinforce their message and reassure investors. Shareholders may prefer to hold the report and physically flick through it.
- Inserts, flyers & postcards. Inserts and flyers are often used at exhibitions or networking events. It’s ideal to have something to hand to a prospective client, rather than relying on them to remember you.
- Print Campaigns to drive online traffic. Whether you have a vast customer base or a niche client set, print can be used to raise awareness of and drive traffic to your website and social media sites. If they are not aware of these platforms, they will not be connecting or engaging with you through them. Sending out postcards or brief DM pieces with a call to action can help migrate them online.
- Print Advertising. People still use and enjoy reading newspapers, magazines and journals, which means there is still an advertising opportunity within this media. Success will depend on selecting the most relevant publications for your target audience and creating an effective advert. You can bring your ad into the digital age through use of a QR code, but this will only work if it’s relevant to your campaign, message and your target market.
- Catalogues. There will always be a place for catalogues for companies that need to effectively showcase their products. And it’s important for the final piece to accurately reflect the company brand and image.
There are of course, many more ways to use print within your marketing campaigns, but I think you’ll agree from this list alone, print still has an important place in Marketing today.
Filed under: Design, News, Outsourced Marketing, Print Advertising, Small Business Marketing