Online marketing is all the rage right now. With ecommerce on an exponential rise and brands buffing up sales by using online selling platforms, it’s only logical to aggressively pursue efforts geared towards a robust digital presence.
However, you cannot rely on those solely. It’s vital to have a mix of marketing collateral, including evergreen print media. Print materials offer many benefits to a brand. For instance, it fosters a more personal and emotional connection with customers. After all, they are tangible.
In addition, in terms of effectiveness in relaying a message, print materials score better than digital content. Here are examples of evergreen print media assets you need to differentiate your brand from the competition.
1. Business cards
You cannot get any more old school than business cards—and that’s not a bad thing. In fact, giving away business cards is one of the most surefire ways to highlight your brand and provide ways for potential clients to connect with you.
Business cards must include only the most vital information. You have limited space to work with, so use it strategically. Make sure your logo is prominently placed. Contact details such as an address, website, number, and social media links round up the essential elements of an on-point business card.
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Flyers are versatile on multiple layers. You can use them to let people know about your business, or you can go more specific than that and share current promotions, such as sales and reward campaigns. You can distribute flyers by having your people out on the streets, or you can hand them down to your shop’s walk-in guests. You can even send them via direct mail.
Again, be mindful of what information to include. Clutter will never work in your favor. Less is more, so long as less covers all the bases.
Postcards might be some kind of a novelty item to the Gen Z crowd, given how they were raised on digital greetings. That sense of newness will work to your advantage.
But the Gen Z crowd are not the only ones who will appreciate postcards. Think of millennials and boomers—demographics who are often taken by nostalgia. Postcards offer a trip down memory lane when people went out of their way to mail mementos and whatnots.
Postcards quickly grab the receiver’s attention. With an aesthetically pleasing design and concise messaging, you pique your clients’ interests, and they’ll want to know more. That’s where your online presence comes in.
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Compared to flyers and postcards, with brochures, you can be more in-depth with the message you impart to customers. Typically, brochures contain a business’ list of offered products and services. This list has the nitty-gritty, from prices to the hours those products and services are available.
Still, make no mistake. While your goal is to let your customers know as much information about what you’re selling, brochures should not be boring. They’re not school textbooks. They should be interesting enough without compromising consistent branding.
This is another timeless marketing tool. Nowadays, posters are easily shared on social media platforms. While that’s effective, do not limit yourself to digital. Keep in mind that not everyone enjoys the same ease of access to the internet. Some even consciously stay away from doom-scrolling.
Moreover, printed posters on strategic places allow you to reach a wider audience. That may include people you weren’t targeting in the first place but turns out to be just as interested in what you offer.
You can print full-size or mini posters. Before posting, make sure you look into local ordinances, so you do not inadvertently break the law.
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These can be used outdoors or indoors. With banners, you can make grand announcements, for example, the launch of your business or a new, game-changing promotion. These print assets are made of durable material. You can reuse or recycle them after.
Once you hang those banners in a strategic area, you gain uninterrupted exposure; it’s like passive promotion. You no longer have to do anything extra after they’re out in the public. That’s not something you can say about social media marketing, for instance, where you need to click buttons, again and again, to ensure your content’s not drowned in a sea of similar content.
A healthy mix of the old and the new
Print media assets will never go out of fashion. And if you do them right, you’ll reach a client base that’s more loyal than the ones you convert online. As to exhausting the potentials of these marketing collaterals, zero in on message delivery. It should be clear and consistent with your branding. Plus, it should stand out aesthetically.
You can even use print media assets to complement your digital marketing efforts. One way to pull that off is by incorporating landing pages and content links on printed promotion. That will allow you to track the effectiveness of your campaign. Use the data at your disposal to further improve the strategies you employ.
Author’s Bio: David Williams is the Marketing Manager of Intermedia Print Solutions, a print media, and packaging solutions company in Princeton, NJ notable for its high-end print quality printing and on-time delivery. A mixture of technology and creativity is what makes David enthusiastic about his work. He likes to spend his free time reading books, watching sci-fi films, and writing articles.
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