In the modern age, in which customers are overwhelmed with information about brands and products both online and offline, beating your competitors can be a challenge. Not only do you need to capture your audience’s attention from among the marketing noise, but you also want to encourage them to learn about your product and, eventually, become a long-term customer. When it comes to making an impact and kickstarting a connection, print marketing is making a comeback. Indeed, last year, over $15 billion was spent on flyer printing in the US alone. Though purely digital marketing approaches might seem cheap and simple to execute, if used effectively, print marketing could be the answer to beating your competitors and winning over potential customers. That’s thanks to the benefits of haptic or touch memory, which encourages interactivity with your brand, heightened recognition and a sense of connection which continues long after audiences have picked up your brochure or read your flyer.
However, it’s no longer enough to simply choose a pleasing design with an interesting color combination. To truly beat your competitors and ensure a positive ROI from your print marketing, you’ll need an innovative print marketing strategy that takes advantage of modern approaches to go one step further than your competitor organizations. You’ll need to consider the playing field, conduct some research and work out how you can leverage a combination of quality print products, bold design and innovative technology to surprise and delight audiences with your posters or leaflets.
Thankfully, Chilliprinting is here to bring you the lowdown on the top print marketing ideas that will help you cut through the noise and leave your competitors far behind.
Top Print Marketing Ideas to Stay Competitive:
1. Combine Online and Offline
Many companies see their digital marketing and their print marketing initiatives as two approaches which help them realize their objectives: brand recognition and lead conversion. Though leveraging the two approaches at the same time will enable those brands to reach wider target audiences, many are missing a trick which you can capitalize upon to make the most of your print marketing campaign. Rather than seeing your online and offline approaches as two roads that lead to one destination, why not build a bridge between the two and use them in conjunction with each other? You’ll make the most of the immense power of both digital and print by digitizing your print marketing, and you’ll also take advantage of a loophole in many of your competitors’ campaigns.
A great way to do this is by using your print marketing as a portal to your digital presence, meaning you can track responses to your print marketing via online interactions, and join the dots between your two strands of marketing for maximum effect. For instance, AR apps such as GizThis that are based on the QR code idea, allow you to transform your logo or an image into a trackable portal that takes your audience to an online location of your choice. This could be a video, an exclusive offer, an article or information page. This way, your print materials become a window into your online presence, and you can combine both your digital and print marketing techniques for more successful customer attraction and retention.
2. Target Specific Locations
Your competitors might have a highly professional poster design, but unless they position their posters in strategic locations where interested audiences will encounter them, their investment in eye-catching designs will go to waste and they’ll miss out on customer conversions. Therefore, carefully consider the target audience for your print materials and pinpoint specific locations such as shops, cafes and public services where they spend time. For instance, if your poster is advertising a live music night, asking the owners of a record shop or urban streetwear store if you can put up your posters in their establishment might be a great way to ensure that your print marketing falls on the eyes of those that already have an interest in the product or event you’re trying to promote. By targeting specific audiences, you can go one step further than your competitors and make sure your print marketing is seen by the right people.
3. Add Embellishments
In particular if you plan to distribute your print marketing at an event such as a conference, trade show or symposium where audiences will receive a high volume of print marketing materials, you’ll need your print marketing to be eye-catching and different. That means sometimes you need to capitalize on people’s enjoyment of objects with a luxury appearance, or that extra special touch. An example of this is foil stamping. If you haven’t heard of this dazzling approach, it essentially consists of applying a layer of foil to your design, usually using a hot stamping press which applies heat and pressure to coat your poster design in a shiny, attractive layer. This foil can come in a variety of designs, including metallics, pigments, pearl and even holographic options to truly jump out at your audiences and stand out from the crowd.
This technique is particularly appropriate if you’re promoting a tech product or event, a space-themed party or exhibition, or just if you want to draw your audience’s’ attention to particular words or lettering. An additional embellishment can help you beat your competitors since these extra touches may encourage audiences to keep hold of your poster or leaflet for decoration in their homes if it appears special, high-quality or eye-catching in design. As a plus, foil stamping makes your print materials last longer, so they can truly stand the test of time!
4. Use Calls to Action
A key print marketing mistake is not giving your readers a concrete action to carry out as a result of encountering, reading and enjoying your print marketing. Whilst your competitors might make sure their brochure has all the information about their new product, if their audiences aren’t encouraged to follow a particular instruction, their lead conversion rates will remain low. Alternatively, those businesses that use attractive, carefully designed and positioned Calls-To-Action in their print marketing efforts will see higher customer conversion rates and an improved response to their brochures or posters.
Therefore, a key advantage you can gain over your competitors is to give readers a clear, logical next step such as ‘Buy Now’ and a short link they can follow to buy a product they’ve seen in your brochure. To add to the attractiveness of your CTA, you could even add an incentive such as a 20% discount, or a limited availability offer. That way, you use your print marketing as a way not only to grab audiences’ attention, but also to convert those interested into actual leads for your product.
5. Get Textural
It’s crucial to think about the way your print marketing looks, but what about the way it feels? Cheap poster printing can often leave you with results that feel flimsy, or low-quality, but with Chilliprinting’s highly specialized offset printing machines, you can take advantage of high-quality prints that don’t just look great, but feel special too. Therefore, an interesting way of gaining an advantage over your competition is to think in terms of senses. They’ll be targeting the visual sense, but you’ll be going further to target the visual as well as the haptic, or touch, sense of your customers too. As well as ensuring the quality of your paper, a great way to make your print marketing textural is to try embossing or debossing, which raise or lower parts of your leaflet or brochure so your customer can interact with your print marketing through the way it feels too. Further to this, why not experiment with interesting brochure folds that encourage interactivity and textural play with your print marketing. This will help your brand or organization to take your relationships with your print audiences to the next level and gain a valuable advantage over your competitors.
Looking to get competitive with your print marketing and build lasting customer relationships? Chilliprinting provides bulk poster printing at affordable prices that can help you to delight customers and win their trust, leaving your competitors trailing far behind.