In this day and age, so much advertising goes on through technology such as television and the internet that paper based advertisements appear to be phasing out. As part of a professional service, it’s our job to ask our clients to find out if print is perfect for them, or if there are alternatives which would work better for their business. So, how can you work out which are the options are for your business?
Identify your audience
If you know who you are trying to communicate with, you’ll be able to identify the best ways to reach them. If you’re a business-to-consumer company, make a profile of the type of person, or people, you are trying to engage with. Depending on age, sex, and multiple other variants people will make their purchasing decisions in different ways, using different information sources – so narrow down what will work for your target audience. Selling to teenagers will require a different tack than selling to the retired.
If you’re marketing to other businesses, then identify the sectors and the practicalities of operating a marketing project in the sector at which you’re aiming. In the property sector for example, a luxurious printed brochure might be a basic expectation, but in the IT sector digital may be the only effective way to communicate.
Be engaging
Sharing a message via printed marketing materials can be a very one-sided approach. If you are able to engage your target audience and encourage them to interact with you, then not only will they be far more likely to remember you, but you will also have the opportunity to communicate your values and brand though this interaction. Using social media is free and easy, plus you’ll get your message out to, potentially, the entire planet. Social media is an interactive platform and you can thus receive the feedback and suggestions that can help your business improve and grow.
Pros of print
Despite the technological takeover, so many people still love the fact you can hold printed works in their hand, have it on your desk and keep picking it up as and when you like. The quality of images and the ability to read text in a traditional way, rather than having to zoom in and scroll around a web page is very appealing to a lot of people. You can stash paper on your desk and keep referring to it easily, whenever you like.
Print still has a place and plays an important role in the whole marketing mix. Remember not everyone uses social media, not everyone goes online to look for events. A clever design and targeted delivery can still give you good results – don’t underestimate print, just choose your method of advertisement carefully before you go ahead and spend.