In this digital age, we are oversaturated with digital marketing. From Facebook ads to digitized billboards, screens have become the new advertising platform. If you feel that digital marketing is missing a key advertising component, you’re not wrong. Print marketing is the solution.
Many companies are debating whether to switch solely to digital marketing. If they make that switch, they are missing out on a marketing avenue that, in many ways, feels more personal and authentic to prospective customers.
Print media has been around a long time and, despite differing reports, does not show signs of disappearing. As a savvy business owner, look at all the ways to optimize your business by using print marketing strategies.
What Is Print Marketing?
Print media is anything printed on paper or another physical medium.
Print marketing may differ from others in terms of your business. Here are some formats that are highly effective for many businesses:
Direct Mail Flyers or Postcards
Postcards––made with two-sided, double-ply paper with words and images printed on them––are incredibly useful marketing tools. They stand out from the rest of the mail and are quick and easy to read.
In just one glance, a potential client or customer has already read some of the copy on your postcard. Additionally, postcards can be tailored to seasonal trends or special events like sales and discounts to get more customers in the door during the months that matter most to your bottom line.
This type of advertisement has been used since the beginning of print marketing, and it is a highly effective tool for getting key information and images to potential consumers.
Brochures are easy to fit into a purse, briefcase, or backpack to take along to read on a train ride home or while standing in line. The six sides offer a unique way to display the most important aspects of your business and how it stands out from the competition.
Brochures are also handy to keep on-hand at trade shows and promotional events. Visitors to your booth can glean more information about your company quickly.
The trick with brochures is to make sure that your company’s offerings stick out from the rest of the leaflets. In the past, this meant garish colors and overly large print. These days, it means a subtly modern design, carefully chosen images, and website and social media information.
Banners on websites can be eye-catching, but print banners can draw customers into your business faster. Use bright, eye-catching colors and fonts to create a welcoming atmosphere. Up the ante using color psychology to design the color scheme of your banner to encourage customers to visit your business.
Catalogs used to feel thick and usually sported ultra-thin pages and a terrible design. These days, thanks to the low costs and varied materials, catalogs can be thin and sleek and eye-catching, depending on your aim and audience.
For face-to-face marketing, you can’t beat the efficacy of an excellently designed business card. With digital marketing inundating the business landscape, business cards still have the lasting power to stand out from the crowd.
Whether you choose a design that’s sleek and modern or subtly smart, your card can be memorable and easy for potential clients to bring with them wherever they go.
One of the aspects to consider for your print marketing campaign is your color scheme, especially when it comes to your business cards. Colors affect people in various ways and, if you’re looking to create a successful print marketing campaign, it’s useful to consider marketing color schemes.
Here’s a brief rundown on some marketing color schemes and what they implicitly declare to your customers:
Mainly considered a lucky color, probably because of kelly green’s association with Irish tradition. Forest, moss, and sage green can also be used to market eco-conscious products and companies.
Red evokes power. This color, when used in marketing campaigns, is usually used for brands that work mainly in the outdoors or the sporting world.
Used as an alternative to monochromatic greyscale, blue is a calming and tranquil color. Used in conjunction with bolder colors, it creates a subtle, yet effective combination.
Traditionally signifying royalty and luxury, a marketing campaign using purple and gold will evoke a sense of grandeur and lavishness. If you have a high-end product, consider purple in your print marketing campaign.
Yellow is a tricky color to use. Many consider it too loud to use in a campaign, but it also connotes sunniness and cheer. Combined with softer colors like tan or navy, yellow can make essential information pop.
Grays, Black, and White
Many companies opt for a monochromatic scale for their print marketing campaigns. These muted colors evoke a sense of sophistication, making this an apt color scheme for technology companies.
Print Marketing vs. Digital Marketing
A few years ago, you may have heard the ominous saying, “Print is dead.” With the low cost of digital marketing and its ability to reach a global audience, it seemed in the natural progression of things that print would slowly die out. This isn’t necessarily the case, however, and there are good reasons for it.
In a study conducted for the U.S. Postal Service, Temple University’s Center for Neural Decision Making examined the impact of print versus digital media ads on the brain. They discovered that while digital media led in the attention category, print media helped consumers spend more time with an ad, have a stronger emotional reaction, and remember the ad better over the long-term.
This study strongly suggests that print marketing is far from being dead, as it continues to outperform digital marketing in terms of customer engagement and memory.
Here are some of the ways that print marketing differs from digital marketing and how these can help your business:
People trust print in a way that they may not trust digital advertising. Print ads cannot infect your computer, and you won’t be the victim of constant targeted marketing just because you clicked a link.
Additionally, there’s something about the time and money a company takes to print out their marketing materials that makes them seem more invested in the quality of their product. As opposed to an online ad, this kind of marketing still seems more credible to clients of all ages.
People like the idea of a piece of printed material that they can put down and come back to when they want to. Digital marketing ads don’t have the same endurance; they come and go. Print sticks around, and that’s good for business.
Printed advertisements like flyers, brochures, or catalogs are tangible reminders of your business to consumers. Print takes up real estate. The brochure that is sitting on the end table in your waiting room will remain there until a potential customer picks it up and, hopefully, brings it home.
Print advertisements can also travel and change hands in a way that digital marketing cannot. Business cards have been maligned as unnecessary in the age of LinkedIn profiles. However, giving a potential client your business card at a marketing event is much easier than showing them how to spell your name and find your online profile.
It’s easy to click a link and click back out; it’s also easy to forget a website link and, perhaps, even the name of the company. Trying to search back through emails is time-consuming. Having tangible information on-hand is invaluable to many clients.
In the digital age, more people are working and socializing online. In this screen-saturated environment, there’s something to be said for interacting with print.
Staring at a screen for too long can cause what Harvard Medical School calls “computer vision syndrome.” This syndrome is caused by staring at screens at arm’s length or closer and is characterized by eyestrain and dry eyes.
Many people feel like they’d like to take a break from the constant onslaught of screens and the blue light screens emit. Print marketing targets audiences without the need for a screen and, in a way, that is less harsh on the eyes.
This engagement outside of a screen makes a different kind of connection with potential customers. Carefully chosen colors, easy-to-read font, and vivid images can be a welcome relief to consumers and draw their eyes to your ad.
Temple University’s study for the U.S. Postal Service proves that print marketing helps consumers remember a brand or product, even after several weeks. This helps build brand awareness, which is key for any business looking to outmaneuver the competition.
According to a Nielsen Global Survey of New Product Purchase Sentiment, 60% of consumers prefer to purchase a new product from a brand they are already familiar with. The credibility a company has established through this brand is a determining factor for many in which they will choose for their goods and services.
Building brand awareness is key to the long-term success of any business venture. To stand out from the crowd, a company must build a brand that encompasses trust, integrity, and quality. Print marketing can help businesses espouse these goals and create a brand marketing campaign that will stay in consumers’ memories for years to come.
When you invest in a printing service for your print marketing campaign, you have options. You can assess those options and select the printing service that will deliver timely, high-quality products.
Higher-quality colors, graphics, and paper stock are sure to catch a potential customer’s eye in a way that a flash across the screen cannot. With a great printing service, your business ads can mirror works of art, rather than simply another brochure or banner.
With print marketing, you can be very specific with the amount of print media that you order. If you are a bike company, for example, you can print the exact number of flyers that you need to post at all the popular bike-riding spots in your area.
Print media also evokes a feeling that the business being advertised is local. This is sometimes true, as you must live or work in the area if you are posting flyers or leaving brochures at crucial spots. Printing flyers quickly in your office is easy and affordable with a dependable printer.
Buying from local small businesses is important to many consumers who want to support the local economy. Many customers also realize that a purchase from a local business helps support a local family, rather than a nameless, faceless internet giant. Print media gives your business the air of a small, caring, local establishment. This can help give your company a solid foundation for many years of success in the community.
The cost of print marketing has dropped over the last few years, and it’s primarily due to advancements in online printing services. Online printing services make it quick and easy to order brochures, catalogs, or business cards. You do not always need a graphic designer to create a quality print marketing campaign.
For businesses with margins a little thinner, creating your own print advertisements in the office is easy. The cost of printer ink, especially when bought in bulk, helps deliver savings to your marketing campaign.
Digital Marketing Gap
The onslaught of digital marketing has created a gap in the marketing landscape, and this is a gap that print marketing can fill.
Prospective clients’ inboxes are already overflowing with unsolicited ads. Many of these potential customers hit the “unsubscribe” button as soon as they see an unwanted advertisement. With print marketing, you’re reaching clients in an avenue that is relatively uncrowded. You can make an impression with print marketing in a way that is difficult in digital marketing.
If your competitor has abandoned print marketing in place of cheaper, easier digital marketing, you can take advantage of their oversight. Creating an effective print media campaign can help you access those hard-to-reach customers like the 10% of the U.S. population that does not use the Internet.
There are many reasons to take a second look at print marketing for your business. It gives your customers the sense that your company is dependable, tangible, and credible. Print marketing offers a sense of relief to those potential clients who feel oversaturated in a digital marketplace.
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