"What role does print marketing play on your business brand?"
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Contributing Author: Laura Kelly
The prominence of digital marketing has caused many to focus less on print advertising, however, print marketing still plays a critical role in all successful marketing campaigns.
A high quality print campaign can even drive new clients to an entrepreneur's website, where they can engage directly with the company or product or even ask targeted questions to the live support staff.
Print campaigns are essential for drawing people to a website or other digital forms of marketing.
To be successful, advertisers should keep three things in mind when they create their paper marketing campaign:
- The ability of paper to be interactive
- How the paper campaign affects the brand
- The importance of quality
1.) Paper Marketing - An Interactive Experience
When a consumer receives a bit of paper advertising, they have something that they can see and touch.
An eye catching design can mean the difference between having your advert tossed in the trash or posted on the fridge.
Print marketing that is compelling enough for the consumer to save means that the consumer has more interaction with the brand, and ultimately this will drive more revenue and profits toward the business that created the marketing materials.
According to David Allsopp, the director of ASAP Digital, paper marketing creates an experience that allows the customer to interact with the advertising.
When interviewed by the UK business news source The Drum, Allsopp went on to explore the specialist finishing touches that are now available in the print medium.
Additions such as foil blocking and singer sewing, make paper advertisements tactile.
This enhances the customer’s experience in memorable ways. Although additions like these may come at a premium, they are well worth the investment.
2.) Improve Your Business Brand With Your Paper Campaign
The Drum also spoke to Mark Diggins, the senior designer at Kent Lyons. He reported that entrepreneurs should think of the intent that they are supplying when they create their print marketing campaign.
A high quality print campaign is an invaluable way to make a good impression on a consumer while a cheap campaign can have a damaging effect on the company. This is especially true when one considers the role that print marketing plays on the brand itself.
In The Drum, Adam Quillam, the designer at Thompson Brand Partners reminds entrepreneurs that their brands have not only a visual quality but a tactile one as well.
This is true whether you are handing someone a business card, a look book, or even a coupon.
3.) The Importance of Running a Professional Looking Campaign
Recently, Nadine Larder posted an article on Business2Community.com that explored things advertisers should understand about print marketing.
Her central point was that cheap paper marketing reflects poorly on the advertiser, and it will never generate any profitable results. Larder continues her list of essentials with the fact that paper quality matters immensely.
It can be tempting to create your own print marketing and designs, however, these attempts usually look cheap and tacky.
Whether you are creating flyers, postcards, brochures, or business cards, your clients will be able to tell immediately if they have been printed by a professional or on the old printer in your basement.
This is especially true when advertisers try to utilize the templates from a program like MS Publisher. These templates are appropriate for birthday parties or neighborhood barbecues but they lack the professionalism that is required by a professional marketing campaign.
The Final Word
In the age of digital marketing and interactive websites that boast features from live support to wish lists, paper marketing may seem obsolete.
However, the printers who are still in the game are virtual artisans in their trade.
They have the skills and expertise to create advertising products that will truly impress your clients. Whether used to push clients to a website or into a brick and mortar store, the importance of a great paper campaign should not be underestimated even now.
About the Contributing Author:
Laura Kelly is a writer who focuses on international business and marketing, including marketing media channels and consumer trends in the U.S., Europe and Australia. A veteran to the field for 15 years, Laura now enjoys sharing her experience and educating the industry on successful business practices. She loves empowering women to be successful and loves taking on new challenges. When not writing she is running around with her two kids and husband!
