Let's get one thing out of the way: Print marketing is not obsolete. Yes, the advertising world has largely shifted online, but print marketing is still a practical and effective way to attract customers. If anything, its physical nature builds a tangible, memorable, and long-lasting connection.
That said, how do you actually make print marketing work in your favor? Let's break down five strategies to help you boost brand awareness:
1. Know Your Audience
You could have a tested marketing strategy and killer ad copy, but if it's not reaching the right audience, what's the point? Every brand, small or large, should conduct in-depth market research before creating a marketing campaign. It helps you narrow down to your real audience and saves thousands of dollars.
Get a clear understanding of your audience's demographics, needs, preferences, and even pain points. What kind of advertising will they find attractive? There is room for trial and error, but having a road map early on can do wonders.
2. Prioritize Visual Appeal
When it comes to print marketing, visuals make the first impression. If a brochure or poster doesn't look good, there is a great chance people won't read the text. Here's what you need to do:
- Use high-quality images.
- Avoid using stock images. Hire a product photographer or invest in a Photoshop tool to touch up your images.
- Use clear fonts.
- Keep the layout clean and scannable.
Make sure the images and graphics reflect your brand and its values.
3. Ensure Consistent Branding
Now that you know the importance of visual appeal, it's important to keep it consistent.
This means using the same logo, colors, and graphics for all your branding material. Whether you're printing your logo on custom makeup bags or event flyers, use the same version.
Consistent branding builds recognition, trust, and loyalty with customers by creating a clear and professional image. The familiarity also helps you stand out from competitors. It ensures customers a certain level of predictability, leading to increased revenue.
4. Have a Clear Call to Action
This is a no-brainer. Make sure all your print marketing sources have a clear and prominent call to action. Something that tells people exactly what to do. It could be signing up for an event, buying a product, booking a consultation call, or simply checking out your portfolio.
5. Integrate With Digital Marketing
As a growing brand, depending on print marketing alone might not be the best option. The best thing you can do is complement your print marketing with digital efforts, creating a more cohesive campaign.
Our advice? Include your website and social media handles in your print resources. For instance, you can include a scannable QR code on your printed brochures, giveaway products, or flyers. In simple terms, you are promoting digital resources via print marketing material.
On the flip side, you can use digital data, such as purchase history and online behavior, to create highly personalized and targeted print materials. A popular example would be direct mail. It builds trust, fosters an emotional connection, and increases conversion rates.
