Print marketing isn’t hard to do, but doing it right – that’s a different story.
The best print marketers out there understand the value of a killer strategy and perfect execution. It all starts with choosing the right print company who will deliver results.
Next up is determining your target audience. While geographic regions can be easily targeted through direct mail, there’s a lot more that you can narrow down about your prospects. Where do they like to spend their time? Where do they go for information? How old are they? What do they do for work? All this information is crucial to pinpoint before sending out any type of marketing collateral.
You’ll also want to figure out what type of printing is best to achieve your goals. If you are looking to do a large run, offset printing will be the best choice. Offset printing is incredibly cost effective in large quantities and delivers the highest possible printing quality. After all, your print job should reflect the hard work of your creative team and maintain your brand integrity.
Here are the tried and true ways to reach – and convert – more of your prospects.
Direct Mail Using Offset Printing
Direct mail is the surest way to get your message into the hands of your prospects. More than that, your prospects are likely to act on direct mail; in fact, 79% of consumers will act on direct mail immediately, which means a lead or a purchase for you.
You can mail just about anything to your list – a letter, a postcard, or something a little more in depth, like a catalog or brochure (which we’ll get to later).
Whatever medium you choose to employ, direct mail can be sent in a few ways, but the most commonly used methods are EDDM (every door direct mail) or to a targeted list. EDDM will blanket a specific geographic area, perfect for organizations or restaurants looking to gain a local following or promote a local event. Targeted lists, on the other hand, can get much more specific with the type of person you want to reach. These lists can either be built or bought.
Well-placed posters can be lead-converting marketing material. They’re a great way to visually attract your customers, especially for events, new products, or noteworthy company announcements. And when printed in bulk, posters can be economical and give you a great ROI. Think about where your target audience is likely to spend their time – that’s where you’ll want to place them.
Catalogs and Brochures
When given the option between a physical book and an ereader, the majority of the population still prefers the traditional book. It’s not a coincidence or a happy accident, it’s science. It’s called haptic communication, and is a branch of marketing being researched and practiced more every day.
All it says is that people are wired to respond to touch. That cozy and soft blanket that makes you feel all warm and fuzzy inside? That’s haptic communication at it’s finest – the way the blanket feels against your skin elicits a strong reaction. When we involve touch in our marketing efforts, it creates a powerful chemical and emotional response in our brain that digital marketing just can’t touch.
Catalogs and brochures are among the finest examples of haptic communication in marketing. Not only do your prospects get a great visual of your products and services, but the added element of touch creates a stronger emotional connection to your product and brand.
Catalogs and brochures also create another marketing touch point (yes, pun intended), between you and your customers.
Well-done catalogs and brochures have another amazing power: branding. And not just in color and design, but in quality. You expect your local dollar store to have catalogues printed on thin paper because it reiterates their brand promise: cheap prices. But if Rolex were to print their catalogues and brochures on thin paper, it would feel out of place, wrong even. The quality of your catalog or brochure should stand true with your brand.
Email newsletters are overused. There, we said it. The average American receives 121 emails per day, 50% of which is spam, says the Radicati Group, a technology market research firm. If an email looks like spam, users are likely to ignore it entirely. With that considered, a “good” email newsletter open rate is considered to be 24%. That means that less than 1/4 of your customers are expected to open your newsletter, let alone act on it.
Company newsletters are a great way to stay in touch with your customer base, alerting them of new products, services, or upcoming events, or just to say hi and remain top of mind. But we’d recommend doing them in print rather than email. Not only is there the added perception of value to your newsletter, but it’s got staying power. Customers are more likely to hang onto a physical newsletter to refer back to in a few days, a week, or even a month. How many emails do you hold onto for that long?
Track Your Efforts
Once everything is said and done, your ROI will ultimately determine if your campaign was successful or not. Print marketing efforts can be tracked through tools such as personalized URLs (PURLS), QR codes, and vanity phone numbers. Talk to your printer to determine which tracking method is best suited to your marketing campaign.
Get A Quote For Offset Printing
Your marketing efforts simply aren’t complete without print. Cohber specializes in partnering with companies to bring their marketing collateral to life through print. Request a quote today.