Skip to main content

Print Marketing - What Was Once Old is Now New Again

Recently, a prospective client said they wanted to get customers' attention through non-traditional marketing using printed products. Who knew that in 2016, the printed word would be considered "non-traditional?" Non-traditional? We're saying this about a medium that was developed back in the 1400's by Johannes Gutenberg! While Webster's (of dictionary fame) mind might be little blown by this reference, when you think about it, it actually makes a lot of sense.

For the past two decades, digital media has been rapidly replacing many of our formerly traditional ways of doing things, from watching television, reading the newspaper, to yes...print marketing. With the democratization of information that the internet has brought, more and more people are consuming this information digitally. Social media and search engine algorithms target our interests and bombard us with advertisements directed at those interests, to the point that we've become immune to the ancillary advertising "noise" that surrounds the article that we are reading online. Ad-ridden blogs and online media are now considered traditional.

Getting Attention With Quality Print Marketing Materials

A well-designed print marketing device can effectively break through the noise and grab your customers' attention. Print marketing can take on many forms, including:

oBusiness Cards: Different shapes, sizes, die cuts, and formats grab people's attention and make for some great talking points that help build relationships.
oInvitations: Having a grand opening or special occasion? Send out printed invitations and make people feel they are connected.
oPostcards: Whether for direct mail purposes or periodic sales or coupons, postcards can bring in a surprising amount of business.
oMenus of Services or Products: Printed on high-quality paper with excellent design and copy, these types of marketing products add personality to your business.

Poke Your Customers Periodically to Keep Yourself on Their Minds

Marketing doesn't end when the sale is made. Customer retention is a key part of a successful marketing plan. Following up with the customer can increase retention and build loyalty. Sure, you could send them an email, but really, email is where messages come to die. Consider instead a few timed mailings to keep them engaged, such as:

oThank You Cards: Sending out a card thanking them for their purchase and providing a time-limited discount on their next purchase makes customers feel appreciated and welcome.
oSeasonal Postcards: Consider seasonal postcards with loyalty discounts on relevant seasonal items.
oReferral Cards: Create loyalty and more business by sending out referral cards to encourage your customers to spread the word. You could also offer a discount to both the existing customer and the new customer they bring in.
oStickers: Put your logo, tag line or a branded and relevant inspirational quote on a sticker to put on cars, computers, water bottles, and other personal gear.

Obtain Thought-Leader Status With Print Magazines or Newsletters

While many of the more traditional news magazines are transitioning to digital-only formats, the fact of the matter is, 80% of individuals who read newspapers read them in print. People actually trust written content more than they trust online content. This is true of both information and of advertising. So, depending on your industry, it may be a good idea to create a periodical print magazine or newsletter to give your customers or prospects informative and entertaining news and information that they will be excited to get each month, quarter or year.

Regardless of what type of print marketing you use, telling people a good story or giving them useful and entertaining information will make them loyal customers.

Comments

Post a Comment

Popular posts from this blog

USPS Offers Discounts for Direct Mail with QR Codes

The United States Postal Service has announced a discount program that provides an amazing opportunity for businesses that want to increase their sales through direct mail marketing. For the months of July and August 2011, any business that uses QR codes on their direct mail piece will receive a 3% upfront discount off the postage amount. It is not often that the Postal Service has a sale, so this is a great time to take advantage of a discount and to also get started with your QR code campaign. Please review the FAQ below from the USPS for some general information, and please don't hesitate to contact us for help with your next direct mail marketing campaign. 2011 Mobile Barcode Promotion -- FAQs GENERAL INFORMATION, ELIGIBILITY, AND REQUIREMENTS 1. What is the 2011 Mobile Barcode Promotion? The Mobile Barcode Promotion is intended to build awareness of mobile technology and demonstrate to mailers how mobile barcodes can increase the value of mail. The promotion provides business...
Post a Comment
Read more

Print Coupons Are Valuable Tool for Driving Business

With the advent of the Internet and mobile technology, it may seem that print advertising has gone by the wayside. However, that is simply not true. In fact, there are still many legitimate, valuable uses for print advertising. One of those opportunities is coupons. We see coupons in grocery stores constantly. Every Sunday paper has coupons that give customers incentive to try new products or new versions of older products. Why is that? Simply put, coupons work. So how can you use coupons effectively if you're not running a grocery store? Here are some ideas to consider: Return Business Coupons are one of the best ways to obtain return business. For example, consider creating a "Buy 10, Get 1 Free" card. This type of coupon works well for businesses that sell multiples of the same type of product. Examples might include "Buy 10 earrings, Get 1 Free" or "Buy 10 ink cartridges, Get 1 Free." Another option is to offer a coupon to every...
Post a Comment
Read more

Appreciation Marketing

Everyone likes to feel appreciated. That's especially true when it comes to your customers. Appreciation marketing can help you develop lasting relationships and make customers think of you the next time they're ready to purchase. Here are a few ways to show customers your appreciation: Send a hand-written thank you card every time someone does business with you. Reward repeat customers with special deals, exclusive discounts, and coupons. Send holiday, birthday, or anniversary cards. These simple, pressure-free greetings will help increase top-of-mind awareness throughout the year. Offer useful information and helpful tips to educate customers and promote your expertise via blogs, newsletters, social media, and the like. Invite customers to an exclusive appreciation event designed for existing customers. Collaborate with non-competitive local businesses to create a coupon book or discount program across a range of industries. Create a customer loyalty progr...
Post a Comment
Read more