Ever since the internet started to hit the mainstream experts have proclaimed the death of print marketing. Billed as old fashioned, costly and ineffective, promoting a business using printed materials was meant to go the way of the dinosaurs.
Although using printed promotional material is not at the same levels as it was before the internet, it is is far from extinct and, is in fact, showing signs of a resurgence.
Over the last five years, business expenditure on printed marketing materials has only seen a minimal decline. From 2021, it is anticipated that the decline will stop, and spend levels will again start to grow.
In this post, we’re going to take a closer look at the benefits of print marketing. We’ll also provide some practical tips for local businesses on how they can use printed materials to promote their products or services.
The Advantages of Print Marketing
When it comes to printed marketing materials, there are lots of benefits that local businesses can utilise to their advantage.
It Gets Noticed
As more and more marketing moves online, it means that printed materials have less competition when it comes to grabbing potential customers attention. In the past, we all got so much junk mail that it would simply be thrown away without a second glance. Now, however, it’s typical only to receive a couple of pieces of promotional mail each week. If you send a flyer out to your local area today, it’s far more likely to be read, giving you an excellent opportunity to win some new customers.
It’s More Personal
If you are the type of local business that has a database of customer details, then a direct mail campaign can be very effective. Rather than simply emailing your customers with the latest offers, why not send them a personalised letter. A personal approach helps inspire loyalty and makes your customers feel special and valued.
It Allows People to Unplug
Technology is fantastic, but it also means we all spend a large part of each day staring at digital screens. Print marketing allows people to disconnect from their devices and temporarily focus their minds back in the real world.
Print Marketing Offers Longevity
When you advertise online, your carefully crafted ads or promotions may only be given a fleeting glance. With printed materials, such as leaflets or brochures, there is an opportunity for them to saved by potential customers for future reference.
Print Marketing Tips
When you start a marketing campaign, there are many considerations. For example, what is your goal, who are your target customers, what budget do you have, what actions do you want recipients of your marketing materials to take. Once you’ve planned your campaign strategy, it’s time to get creative and decide how you’re going to get your message in front of potential customers.
Banners are a fantastic way to get your business noticed. They can be used indoors or outdoors and can convey a large amount of information. If you want to promote your business to local customers, then you could consider placing a banner at a high profile local event such as a summer fete. Roller banners, or pop up banners, can be used indoors. They are inexpensive, eye-catching, and easy to transport and ideal for business events or shows.
Leaflets are a great print marketing tool for local businesses. They are cheap to produce and provide a simple way of promoting your business to a large number of potential customers. If you’re a service business, then encourage customers to hold onto the leaflet by including an offer that can be redeemed at any time.
Another method of keeping your business name at the front of potential customers’ minds is to create a branded calendar. Calendar printing does cost more than producing leaflets or flyers. It is, therefore, more suited towards companies offering B2B services such as accountants or solicitors.
Coupons or Vouchers
If you have a new business to promote or want to generate sales for an existing one, then coupons and vouchers can be highly effective. Firstly, decide on an offer that will excite people and encourage them to visit your business. A discount or freebie are always good starting points, providing potential customers see the value in your offer. Once printed, it’s simply a case of distributing them. They can be posted through people doors or handed out in the street as people pass your shop or business.
Print Marketing Summary
For a business targeting their local area, print marketing can be a hugely effective tool. No online advertising allows you to target your local area in the same way.
If you’d like to know more about how Sherwood Universal can support you in your print marketing aims, please contact our team today. With over 40 years of experience working with Nottingham’s businesses, we know how to make your campaign a success.