Print marketing is not dead. As marketers increasingly focus on digital marketing content, print materials have grown and evolved alongside it. There are many reasons why print collateral is an effective marketing tool and you should incorporate it into your marketing campaigns. The following will explore how your business can use print marketing.
Why print collateral?
Print collateral is any physical form of marketing that isn’t online. This includes business cards, brochures, flyers, signage, and more. Print marketing can form an integral part of your business’s marketing strategy for a number of reasons.
Firstly, it’s a great way to attract the attention of potential customers. Using variable printing, you’re able to customise each piece of print material by changing certain elements such as the name of the person you’re addressing. This allows you to make a more personal and emotional connection with your target market. People also tend to spend more time reading physical materials than they do online text. This is because print marketing is being increasingly used less frequently by marketers. With so many businesses competing for the attention of customers online, print marketing is an opportunity to stand out. But, how do you integrate your print collateral with your digital marketing channels?
How to integrate print collateral
There’s no one perfect way to create a successful integrated marketing campaign, however there are plenty of things you can do to make the most of your marketing. This includes effectively integrating your print collateral with your digital marketing.
1. Work out your target market and goals
The first step towards effectively integrating print into your business’s marketing campaign is to establish your marketing goals. You should define clear and measureable goals that can be tracked using unique codes, coupons, and analytics. You should also have a clear understanding of the audience you’re targeting. This includes both demographic and psychographic features such as attitudes, interests, and behaviours as this will allow you to develop key messages and identify the best communication channels to reach your customers.
2. Choose your channels
The type of marketing channels you use will depend largely on the type of business you run and your target audience. Your choice of channels should include a mix of both print and digital materials that will be connected through consistent messaging and design. You should be creating a timeline plan for which channel should be used at different times in order to take the customer on a buying journey.
3. Consistent marketing message
In order to successfully integrate your print collateral with your digital strategies, there needs to be a consistent and clear brand message across all channels. So one of the first things you need to do is come up with a marketing message that will work across all your channels.
The print material that you create should be linked in some way with your other marketing channels. Each element of your marketing campaign should be driving your target audience to the same thing – i.e. there should be a call to action to your business’s landing page directing customers to make a purchase.
A great way to achieve this through print is by using QR codes. QR codes are a type of barcode used on print marketing materials whereby the viewer uses their smartphone to scan the code. You can use these codes to direct your customers to the same landing page that your emails, SMS messages and social media pages do.
When designing your campaign, you should also ensure your marketing teams are working in sync to keep branding messaging, colours, and tone of voice the same across all channels, so as to not confuse people.
4. Cut costs
Using multiple media channels for marketing can be expensive. Print collateral in particular can be more expensive than digital due to design and printing costs. Because digital media tends to be a cheaper option for businesses, you may want to keep costings for print as low as possible. Lower-cost print marketing materials include flyers, letters, and postcards.
5. Track your campaign
Incorporating print collateral into your business’s marketing campaign will only be worthwhile if it’s generating a return on investment (ROI). In order to know whether you are making money out of your campaign it’s important to track it. For print, this can be including unique discount codes to determine how many direct mail materials converted into sales, for example.
Incorporate print into your business’s multichannel marketing strategy
The best way to reach your target market is to utilise as many marketing channels as possible.
Now that you know how to incorporate print collateral into your business’s overall marketing campaign it’s time to get started, and if you need help with marketing, visit Blue Star DIRECT.