When people think of print in most cases they imagine brochures, flyers, magazines or postcards. This is great, but the fact is, that print is so much more than just ink on paper. Print is a part of a marketing solution, it’s a tool for communication, evoking emotion and building brands.
In this article we’re sharing how print can be successfully used as a tool inside your marketing mix.
Direct Mail Marketing
One of the most common and highest ROI print marketing tactics is the direct mail marketing channel. In fact, Direct Mail itself is a tool within the marketing toolset. While print is a major component of direct mail marketing campaigns the truth is that there are numerous other parts of direct mail that also contribute to the success of this channel.
Direct mail utilizes strategic targeting of prospects and customers using their physical mailing address, the message must be precise and specific to the campaigns target audience, and the printed mailers must be high quality & stand out to get the attention & drive action from the recipient.
There are dozens of statistics supporting direct mail as being effective today with both older and younger generations. So it makes sense to ensure this gets included into your print marketing tool set.
Promotional Products
Promo products have a wide range of possibilities and the very specific thing about them is the promotional aspect. Without the printed branding, messaging or call to action on these items, they would just be gifts. And while gifts are great for generating goodwill, the problem lies in that no one would really know who that goodwill came from without there being printed branding on the items.
Now we are all in for creating goodwill but the truth is that every business needs to generate more visibility, leads, sales, and customers. So including high quality printed promotional products with branding, message, contact information and calls to action is a must.
Promo products get used a lot depending on the type you choose. It could be pens, desk ornaments, actual ornaments for a tree, snow globes, cinch bags, backpacks, mugs or tumblers. All of these have prominent visibility and they stick around for a long time.
So ensuring that you have strong and clear branding, messaging or contact info on these items is critical to driving more attention and engagement for your brand.
Printed Collateral
For those of you that thought brochures and things similar to that when you first heard “print”, we still want to ensure that you know they too are a critical part of print marketing and a significant as a marketing tool in your overall efforts.
Here we wanted to highlight some of the more effective and more common printed marketing items you’ll find under what we are categorizing as print collateral.
- Brochures
These are guaranteed to get the attention of those who they are targeted to. Brochures are easy to handle, carry, and are short enough to skim and read over. Even for the TL;DR crowd. - Catalogs
For most companies that have regularly used catalogs, they know how important this printed piece is to their customers. It provides them with a more tactile way of engaging with the brand that feels more connected and intimate.
This provides marketers with an opportunity to really show how well they know their customers and can utilize a lot of creativity here. - Folders
We absolutely love folders because they get used so often and are something people keep and reuse for a long time. While they are not very complicated, a well thought out and high quality print can ensure a prospect or customer holds on to your folder which in turn keeps your brand top of mind. - Kits
Kitting is one of the most powerful types of print marketing within your overall marketing arsenal. With kits you have the ability to get creative with the packaging, the inserts, the products themselves and the follow up. So whether you are giving out gifts to existing customers, sending out PR / media kits or just going big on getting new appointments booked by providing them a heftier incentive, the fact is that kits work very well.
Packaging
Packaging has been very hot over the past few years and it’s led to some extremely innovative and highly creative products. What this means for you is that the options available for companies to produce something truly unique is now within reach by essentially everyone. The only barrier today is the limits you impose on your own creativity.
Whether it’s rigid or flexible packaging, packages made for lead generation or customer retention, shipping or storage, all of them play a part in your journey to build a bigger, better, more visible and highly engaged brand.
Packaging is a perfect print marketing tool that you cannot overlook.
The truth is that print really is a tool that marketing solutions must include. If you are looking to elevate your brand and increase engagement then we want to talk and walk through exactly what’s possible to help your brand win the moment with your customers.
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