Before the advent of social media marketing and digital advertising, print marketing was one of the top ways marketers could affordably and effectively reach customers. Now, as technology continues to evolve and shift consumer behavior as a result, businesses rely on both digital and print marketing strategies to get their message across.
Print marketing can provide your business immense value and help cut through the noise of your competitors, particularly right now. Here’s why you should focus on print marketing efforts and the benefits that await you if you do.
The value of print marketing
As the world faces a new normal and consumers adapt to major changes in both their work and social lives, marketers should re-examine the value that print marketing can provide. Here are just a few reasons print marketing is likely to be effective:
- Digital marketing fatigue: In response to recent events, businesses have leaned heavily on digital marketing. As a result, customers are barraged with a seemingly endless stream of emails and advertisements online, on social media, and on their devices. When everything looks like an ad online, customers quickly stop paying attention. By appearing offline, print marketing helps cut through the digital fatigue.
- Rising email opt-outs: Along the same lines, digital fatigue means that email opt-outs are on the rise. Companies may discover higher rates of email opt-outs as customers try to scale down their inboxes—particularly if the content of the email isn’t relevant to their changing situation. If your main focus is on email marketing rather than something physical, you might be shut out with a single click.
- Too much screen time: After working, socializing, and entertaining themselves online day in and day out, more and more consumers are making an effort to minimize screen time. This essentially means they are actively shutting out digital ads. Print marketing helps to engage customers in a different way—and in a way that may not be so easily dismissed.
- Physical mail can be a brand experience: Direct mail hasn’t stopped, and customers are heading to the mailbox every single day. In some cases, they are even excited about it! With the right kind of direct mail piece, you can catch their attention and provide further opportunities for them to interact with your brand. For example, the packaging of your direct mail piece can be, in itself, an immersive brand experience, or the piece can include a QR code or URL for the customer to continue engaging with your business.
- Signage catches the eye of customers on-the-go: Many customers are anxious to get out after months of isolation. Physical signage is more important than ever to catch the eyes of these pedestrians or drivers. A large banner, flag, or window sign can attract a digitally fatigued customer the moment they’re ready to buy.
Grabbing and holding a customer’s attention with print
In print, attention to detail and unique designs, colors, textures, and personalization can make your marketing materials pop more than they would on the screen. Even the ability to hold something physical in their hands gives your customers a tangible and memorable experience. Marketers can use the power of print to grab and hold their customers’ attention.
Direct mail
Direct mail may seem simple, but there are a lot of considerations to make when designing your piece. What size and shape will it be? Should it be folded or flat? How will the customer physically interact with it? Also consider the finish your mailers use. Different coatings can make colors pop and shine and provide a textural element to the piece. No matter what you choose to do, always align the design with your branding and style.
Direct mail can also be personalized thanks to variable data printing. Think about whether you want to incorporate any variable elements into your piece. A highly tailored mailer can make a lasting impression, just make sure you have accurate and reliable data to produce a variable piece effectively.
Finally, consider your packaging. A postcard might be sent alone, but envelopes and boxes should include branded elements inside and out. Package your direct mail piece in a way that makes the customer excited to open it.
Signage
Signage can also be used to tell a story and create an experience for customers. This all starts by letting customers know your business is open and ready to serve. Make “Now Open” signs inviting and fun while matching them to your brand.
The best signage also shares your value proposition and other brand messages with passerby. What value do you offer? Why should customers stop in? Entice them with a great offer or benefit.
When designing your signage, don’t forget to utilize all available space for the biggest effect. Each side or angle can share a different message to customers. For example, banners have two sides—you can welcome customers in and thank them as they leave, or customize both sides of your banner with different brand messages.
Stand out from your competition with print
Using print marketing not only helps you reach customers in a different way from your competition, it can also make your customers feel special. When you craft a personalized and unique print campaign, you demonstrate to customers that you’re putting in the time and effort to serve them. Plus, your brand will stand out from the sea of emails and digital ads to engage your customers in new ways.
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