Making the Most of Your Marketing Materials
Printed marketing materials help customers, clients and prospects understand your brand, telling a story about who you are, what you do and why you’re worth their time. In a world of digital overwhelm, print still commands attention.
But there’s a catch. Print marketing is ubiquitous too, and when customers spot pixelated images, harsh color schemes or clichéd copy, your efforts might not hit home the way you’d hope. So before dashing off a run of postcards, flyers or other printed materials, it’s worth the time to create a print strategy—one that will convey a cohesive brand image.
When done right, quality print marketing can:
- Improve your ROI
- Build brand recognition
- Improve customer retention
- Boost conversion rates
When kicking off a new print strategy, it helps to first ask, “What’s my goal?” Are you a new business? Did you just expand to a new market? Do you have a storefront, but you want to drum up interest in other offerings, like classes or events you host? Determine what you wish to share with people and why.
Once you’ve determined what you’re trying to accomplish, think about your audience. Is it local families? Neighborhood office workers on a lunch break? Niche customers in a larger regional area? Where are you most likely to find your customers? Is a zip code-wide mailer your best option, or would you be better served with a postcard at checkout?
Finally, get down to the brass tacks. What’s your deadline and budget, and how does this campaign fit into your larger goals?
Focus on your copy
Once you’ve determined your message, make sure your messaging follows through. Does your brand already have a “voice”? If not, how would you define the way you present yourself to customers and clients? Your printed materials should be true to your brand’s voice and style, even if they’re likely more streamlined.
When dealing with postcards, brochures and flyers, make every word count. Present text in readable segments broken up with headlines. Testimonials often catch readers’ attention more than blocks of copy. Be sure to include a call to action. And if you’re directing customers to a website, be sure that your print and digital materials feel complementary.
Perfect your imagery
If you’ve ever tossed a bundle of junk mail with blurry images or bland stock photos, you know how important the look of printed materials can be. Choose high-resolution photos that feel relevant to your business. If you’re not using professional photographs of your own business, customers or products, be sure any stock imagery you choose fits your branding.
Also be sure that the copy you worked so hard on stands out in a clear typeface and readable font.
Tell your customers who you are
Print offers a more targeted experience than digital, making your location all the more important. Consider adding a map alongside your address and contact information. Depending on the materials and goals, you might want to include a photo of your storefront or mention your free, onsite parking if that’s an amenity in your area.
Personalize through printing
Once you’ve worked out the details of your design, decide how you want your materials to look and feel. Thick paper often signals quality. Matte or glossy finishes may support your brand in different ways. You can even choose variable printing to customize your materials—allowing for personalized salutations or even unique offers and QR codes.
If you’re interested in creating a new print strategy, contact us today to chat. We’ll help you determine what materials will work best for your goals.