Print Marketing Part 2: Making the most out of your printed materials.
Posted by Aja on July 16th, 2010
Target your printed marketing materials to get the most for your money
Last week I wrote a post about the importance of printed materials to your marketing strategy. While it is important to incorporate print marketing materials for most companies, you don’t want to just start printing with reckless abandon. In order to save money (and trees!) print marketing should be targeted and appropriate for the product and company.
Business Cards They’re small. They’re inexpensive and you can hand them out wherever you go. It is nice to have professional, well designed cards but if that isn’t in your budget right now, cheaper ones will do. However you set them up, make sure that what you do and your contact information is very visible.
Brochures These days just about everything you would put in a brochure will be on your website, yet it’s important to have this information in a printed format as well. For small businesses and start-ups you can’t always rely on your website to pop up first in a search engine. Having brochures, fliers, or rack cards printed and visible in locations where you may find potential customers can help to promote your business.
Print Advertising Print ads in magazines or newspapers can be expensive and may not be appropriate for every product or business. The key to running a successful print ad campaign is targeting the right audience and running your ad consistently. Targeting the right audience will take research to determine which publications reach your potential customers. If you don’t have the budget to run more than one ad, you may need to choose a more affordable publication or wait on starting your ad campaign. Print advertising produces much better results when customers see ads over and over again.
Direct Mail Like print advertising, direct mail can be expensive and doesn’t always have a great response rate. To get the most out of your direct mailings, have well written sales copy and be sure to only mail to those within your target audience.
Newsletters Depending on your product and your audience, having a printed version of your electronic newsletter can be a great idea. While working for a non-profit I was editor of a newsletter that was distributed online and in print. This helped us to capture both those who were actively interested in the organization and would go online to look at the newsletter and passersby who may just be attracted by something they saw in the print edition.
Tags: print marketing, printed marketing materials, traditional media
[...] an important piece of your total marketing strategy. If you don’t have printed material, figure out what type of print marketing your business needs this year and put a plan into action to get some of those materials [...]
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