In a marketing landscape dominated by digital channels, it’s easy to forget about the crucial role that print marketing still has to play. Often considered a secondary, or outdated method, print is actually a hugely effective way to target areas of your demographic, and when used in tandem with contemporary techniques, can play a potent role in your marketing strategy. And for small businesses looking to scale, print marketing offers many unique and powerful ways to connect with customers — let’s take a look at how.
Something tactile
A major reason print isn’t going away anytime soon is the fact that clients and customers respond to objects more than pixels. Sometimes simply a well designed or creative business card can serve as a powerful marketing tool. Leaflets, flyers and postcards should be printed professionally, with high quality materials – something pleasing to the touch is always much better than a cheap, flimsy leaflet – after all, what does this say about your company?
Don’t forget that engaging the other senses doesn’t end with touch – the smell of good paper projects the quality of your brand. It’s also easy to carry this material around to you, meaning you can spread your brand’s message wherever you are – and potential customers will remember you.
Appeal of printed materials
Many marketers overlook printed materials, concentrating on the digital aspects of their campaign. But the appeal of print is still significant. Older people in particular often feel more secure when they can pick up a leaflet or postcard and read from it. Items through the post have greater impact in the era of email and social media – when was the last time you got anything other than an electricity bill in the mail?
Print also means that recipients are more likely to read the entirety of the copy, rather than scanning (often only for a matter of seconds) as they do on the screens of their smartphones or computers. Studies show that millennials still read messages on printed materials, and the power of clear, succinct and engaging copy is one that will never go away, regardless of marketing delivery channels.
Customer engagement
The average viewing time for a piece of digital content is in the seconds. We are bombarded with so many videos, images, gifs, text messages and soundbites every minute we are using the internet that the impact of them has considerably lessened. Much digital marketing is more of an annoyance than anything else.
On the other hand, printed media actually fosters customer engagement more – not only are they more inclined to take the message on board, they are more likely to feel empowered to act on it. Also, if a potential customer hasn’t got time to check out your message at that time, a brochure, leaflet or flyer will be placed on the desk and probably revisited later – the same can’t be said of digital media.
Credibility and trust
In an era where consumers are overwhelmed by digital ads and sceptical of online scams, print marketing adds an element of trust and legitimacy to your brand. A well-executed print campaign can convey professionalism and quality, distinguishing your business from the competition.
For example, a beautifully designed catalogue or magazine ad can leave a much stronger impression than a Facebook or Instagram post. Customers often associate physical materials with established, credible businesses. For small businesses looking to scale, building this kind of trust is critical. Print marketing can demonstrate that you’ve invested in quality, which can increase customer confidence in your products or services.
Careful placement
Printed media allows you to place your marketing materials exactly where you want them – which means where you will find the most engagement. Materials can also be placed directly into the hands of potential customers at trade shows. If you’re using billboard advertising it can be positioned just as you want it, for maximum visibility. You’ll also have peace of mind that you have applied your own standards of quality control.
Print marketing should not be forgotten about, rather it should be embraced alongside digital channels as an effective and current part of any marketing strategy. It’s an opportunity to get your messages to overlooked demographics, and make a bold statement about the quality of your products and services.
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