Print marketing seems like a dying species to many observers. The explosion of digital marketing in recent years has made print seem obsolete. A dinosaur that once ruled the advertising world, print is no longer cost-effective, useful or deserving of consideration for businesses seeking to attract the attention of potential customers.
Or maybe not.
In fact, it’s far too soon to write off the power of print. Newspaper readership may be shrinking, but most people still value print both in their everyday lives and when it comes to marketing materials. It’s arguably more tangible and more credible than its digital counterparts, and, thanks to the rise of online media, there’s a lot less competition for customers’ attention.
Your Message in Print
There are many tried-and-true types of printed marketing materials that will help you grab the attention of potential customers. A few options:
- Fliers
- Brochures
- Banners
- Postcards
- Posters
- Billboards
How to Get Noticed with Print Marketing
Here are a few things to keep in mind when creating your print marketing materials:
- Use short but memorable phrases-don’t bog your readers down with a lot of text.
- Grab your reader’s attention with colorful graphics. One large image will work better than several small ones.
- Communicate the benefits of your product or service, but do it in as few words as possible. Bullet points are better than long paragraphs.
- Include testimonials from satisfied customers, if space allows (in a brochure, for instance).
- There’s nothing wrong with white space. It will make your graphics and copy stand out, and your copy will be easier to read.
- If you use more than a few fonts, your materials will look busy and unprofessional, and some people might overlook it entirely.
- If you can afford it, design and print your flier in color. If your budget is limited, try black ink on brightly colored paper.
- Make sure to include your contact information.
- Consider offering a coupon or a discount on a specific product or service to lure in potential customers.
Don’t Be Afraid to Ask for Help
The cost of creating print marketing materials for your business depends on your creative prowess and your language skills. If your skills aren’t up to snuff, it’s usually well worth the investment to hire a professional graphic designer and possibly a writer or editor to help you articulate your message. Also, if you’re using direct mail, check with a mailing service before you design your marketing piece. They should be able to tell you, for example, what size postcard will work best and how the postcard or flier needs to be mailed to get the best discount from the U.S. Postal Service.
Distribute in Public Places
Sure, it’s old-fashioned, but sometimes your best bet is to take your message to the streets. Share your fliers or brochures with prospective customers after you meet with them, or, for wider distribution, you can post them on public bulletin boards where many people will see them. You can even hand out your fliers or brochures at public events such as football games or parades.
One Size Doesn’t Fit All
Banners will attract attention at trade shows and conferences, but they are also useful in public areas, such as at football games for My Burlington Pediatric Dentist and on busy streets for Jordan, where pedestrians and motorists will pass by them throughout the day. Make sure you choose the size that fits your needs the best.
Send Them to Your Website
It’s important to remember that even though print advertising isn’t dead, you should still coordinate your print and online marketing efforts. For instance, you can print a QR code on your flier that will send your smartphone-carrying potential customers directly to your website. You can do the same with postcards and brochures.
Does your company still use print materials to market its services? Tell us why in the comments – or why not!
About the author:
Diana Gomez is the Marketing Coordinator at Lyoness America, where she designs effective marketing and social media strategies. Lyoness is an international shopping community and loyalty rewards program, where businesses and consumers benefit with free membership and money back with every purchase.
