There is no doubt that we all struggle to find the best way to market our businesses with many small companies moving away from traditional print marketing as a way to cut costs and lessen their impact on the carbon footprint.
During these tough economic times companies are tightening their financial belts and turning their attention solely to digital and content marketing to create awareness and promote sales.
That said, printed collateral still has its place in certain businesses serving a specific demographic that appreciate and need a tangible representation of their product or service.
Certain sectors, such as retail, still rely on this tangible form of marketing to promote their products but manage to balance this with advertising across the relevant digital channels.
Whether you’re a superbrand or a one man band, getting the right marketing mix is critical and whilst content marketing is a hot topic at the moment, traditional print marketing can still be used effectively to drive customers online. Here’s three tried and tested ways marketers use to reach specific target audiences:
Effective business networking – cards and flyers
Making a lasting impression when marketing face-to-face by handing someone a card or flyer is more likely to make your message stick. And, there’s some really clever designs and techniques out there which will give you an edge
The tangible, physical nature of print will help you network within your chosen circles allowing you to target local businesses, meet new prospects and exchange ideas much more effectively.
Smart targeting – direct mail
We all still love to receive a physical card with a special message in the post, so a personalized well-crafted campaign communicating special offers, discounts or events will show that you value your customer and appreciate their business.
If you schedule these messages carefully and sparingly, personally engaging your target audience, you’ll avoid being regarded as junk mail; if the message is relevant to the recipient, they are much more likely to respond.
Testing alternative media – press advertising
The most effective marketing plan is likely to cover different types of media to communicate business propositions and messages.
Whilst blogs and social networking is one effective way of driving traffic to your website, different customer types respond to very different types of media. An older, more mature demographic may not surf the web as much as maybe reading a magazine or a newspaper.
A well designed advertisement in a relevant publication appealing to your specific target audience could be an effective alternative way to communicate with your customers.
So whilst traditional marketing methods seem to no longer curry favour, and with marketing budgets constantly being slashed, it’s all too easy to pass up on print.
I think there’s certainly still room for print marketing alongside newer digital marketing techniques, it’s all about making sure you don’t lose sight of your P’s!
If you’d like some help on creating effective printed communications, Tweet me or call me on 01273 772033 today.