In the current digital age, some might think that print marketing is dead. In fact, the opposite is the case. Innovative brands are using the physical and tactile nature of print alongside the exciting capacity of digital marketing to create engaging experiences for customers. Many companies now pursue a digital-only marketing strategy, however recent studies actually show that your audience will be more likely to build a relationship of trust with your brand if you communicate with them via physical print marketing of a high standard, such as brochures or stickers. Indeed, a brilliantly designed flyer they can keep and hold in their hands will stay in their minds beyond a passing Facebook advertisement or Google ad. Therefore, if you’re looking to build lasting connections with customers, it’s crucial not to overlook print marketing materials and to develop a strategy that combines the power of digital and print for maximum results.
But which print marketing materials are best? Let’s take a look at the 6 most important print marketing materials that still have a place in the digital world, and will best accompany your digital marketing campaigns:
Print Marketing Materials For the Digital Age
Posters remain an incredibly powerful type of print marketing since they can be designed and positioned in a way that really makes an impact and stays in the minds of your potential customers. The first benefit of posters is you can go all out on design. There’s no need to include loads of information: by simply using color and an eye-catching layout you can spread the word about your brand or event simply through an interesting design. Secondly, think how much targeted online ads can cost just to narrow down your audience to a particular area or specification – posters allow you to target audiences for free simply by putting up your poster in a place where interested people will see it. Say you run a dog-walking business. By putting up your poster near a park, or in a vet practice will instantly mean your print marketing materials will be seen by people that are interested. No need for tech-know-how, no need for expensive ad targeting, just a great design and careful strategic positioning. Of course, you’ll need to get permission from the owners of spaces where you’re putting up your flyers. However, what’s for sure is they remain a powerful marketing material even in this digital age.
Stickers are another highly powerful form of print marketing. Not only do they keep your brand in your customer’s awareness but as they might place your sticker on their backpack, laptop or on their clothing, it turns that initial customer into an ambassador for your brand too. This means once one customer has engaged with your stickers, they open up a new audience in their community too. Stickers can also be integrated easily and effectively into social media campaigns, meaning they make a great element of a multichannel campaign: for instance by encouraging your audience to take pictures of themselves wearing your sticker. Stickers are the perfect example of how effective print marketing can be at growing your brand due to their interactive nature – if you have a great design for your sticker and offer them to the right people at events or in specific locations, your customers might display that sticker for years even! This is a print marketing trend not to be overlooked.
In spite of the digital revolution, people still read books. Many customers still enjoy the haptic (touch) experience of holding a novel in their hands, settling down in a comfy chair and getting lost in it. Whilst there’s still a market for books, there’s still a demand for the ever-useful bookmark. These bookmarks present unique and fruitful opportunities for print marketing for your business or brand. They are particularly successful because they’re not simply a piece of paper that promotes your brand, they’re actually a useful, functional object that delivers value for your customers whilst keeping your company fresh in your customers’ minds. This means they’re less likely to throw your print marketing materials in the bin or leave them in their bags for months. In today’s fast-paced disposable world, the long-lasting consumer interaction the bookmark offers makes it an important print marketing material for the modern day.
When making new business connections, such as at an event, a conference or a meeting, you need to be able to pass on your information rapidly. Though technological solutions abound, the traditional business card remains a very popular choice that has no competitor in terms of extending your personal brand, representing your company as a brand ambassador and giving an impression of professionalism. This makes business cards an often overlooked print marketing material for companies looking to expand the recognition of their brand and all that it stands for. An inventive design, interesting company logo, color scheme, texture or brand name can help make your business cards eye-catching and more likely to stay in the minds of customers or potential collaborators far more than a LinkedIn profile or a Whatsapp contact. Business cards are small enough to fit in a pocket or wallet making them easier to take away than a full booklet, and remain a great print marketing method in the digital world.
When trying to encourage readers to explore your brand further, spread information about your services or educate audiences, flyers remain an unparalleled print marketing material. Sure, you can pass on your website or social media information and hope potential users remember to take a look. However, given the phenomenon of content shock which means there’s far more information online than audiences could ever possibly read, it’s very likely they won’t bother, will get distracted or will forget. Flyer printing could be the solution here – in particular, given the innovative technologies which enable you to combine flyer marketing with digital marketing approaches. For example, AR-Apps like GizThis help you take the idea of a QR code and make it creative. Now an image or logo on your flyer can allow your audience to unlock a whole new realm of content beyond the flyer they hold in their hand – making your flyer so much more than just a flyer. Indeed, it becomes a trackable window to your latest marketing video, an article or information about your brand. Therefore, flyers are awesome print marketing materials that not only allow you to convey details about your brand via cutting-edge designs and clever layout, but also open a world of opportunities to bring together the capacities of print marketing and digital marketing to generate the most possible leads for your company.
We have email, text and video calling – but everyone still loves receiving a postcard. They make a great way of communicating with family and friends, but they can also make decorations for your home. Indeed, if you design a visually attractive standout postcard for instance with an eye-catching design, a powerful message or memorable quote, audiences might even stick your postcard on their walls or fridge, meaning their connection with your print marketing goes on for weeks after they’ve received your postcard. The key with postcard marketing is to balance the promotion of your brand with a design that audiences will actually be able to put to use in some way. However, find the perfect formula and you’ve got yourself a print marketing material that remains a powerful tool even in the digital age!
We often think of print marketing and digital marketing as in opposition, or competition. Indeed, social media communications compete for customers’ attention on the street as they walk past a poster and reading content online might compete with reading your flyer offline. However, the most successful brands will find ways of leveraging both types of marketing, and using offline and online marketing in combination, rather than leaving them to battle it out in competition. By utilizing the power of these print marketing materials which still hold an important place in the digital world, companies can successfully design multi-channel marketing campaigns that bring together the innovative capacity of digital approaches with the interactive, personal nature of print approaches.