Printing, which Wikipedia defines as “a process for mass reproducing text and images using a master form or template,” dates back to 1450 with the invention of the printing press. This handy machine allowed letters to be organized into a desired story or text, coated in ink, and then pressed down onto a super-absorbent piece of paper.
As you can imagine, this process saved gobs of time, enabling multiples of the same message, or story, to be pressed down in a matter of seconds, instead of the minutes it would take to write the same text by hand (what they were doing before its invention.)
It wasn’t just time that made the printing press so valued though. Print itself has incredible value and professionalism, an authority that isn’t conveyed by handwriting— even in the most beautiful of scrawls.
Today, printing options are expansive. The list of typefaces available is vast, each one carrying personality and tone. Just take a glance around your house, we bet you can spy at least twenty different fonts used by companies all attempting to make some kind of an impact on the way you perceive them.
And yet, the way something is printed is just one of the numerous exciting details that make the method such an effective tool. Sit tight, we’re about to get into some of the many benefits of print marketing.
- Print gets seen more.
You may be thinking that this can no way be true — but it is! Think about the last ad you saw online. We bet you scrolled past it within a matter of seconds. Even if it happened to be an ad for a promotion at your favorite Chinese restaurant, you probably didn’t take a screenshot. Compare that to receiving a flyer. You took it home, either stuck it on your fridge or put it on the counter. But guess what? You’ll be looking at that physical piece of paper up to 20 x more within a week than you are at the one that popped up for a second on your computer.
- You can create a trustworthy image.
The internet is great, it gets us the information we want quickly and efficiently. But with the internet comes spam, scams, and viruses. People don’t often trust the information that gets sent to their inbox — but they do trust a leaflet available at the front of your shop.Why? Because there’s something solid about a company that went through the trouble of constructing, printing, and paying for an item they’re using to inform you about something you actually want to know, like a sale or new menu item.
- The ability to personalize it.
Consumers like to connect to a place they spend their money. You may have noticed that certain types of people flock to certain coffee shops. We don’t think we need to explain in explicit detail here that a coffee shop called “Java High” with a weed leaf symbol will attract a different customer than one that’s called “AM Perk” and is decorated with flowers.With that said, people like to feel like they know about the faces behind the business they frequent. Online ads are undoubtedly a useful tool, to read more about how to utilize those in your business, check out our Digital Marketing post. But while there is a time and place for digital marketing, it doesn’t always allow for personalization. Taking the time to craft a personalized memo — whether that’s a customer appreciation thank you that you’ll mail out with a coupon, or a friendly business card that has an inspirational message on it, people usually appreciate the time, effort, and details it took to make.
Now that you know why it’s a good idea to use printing within your business, let’s discuss some of the most popular types of print methods so that you can begin to picture exactly what your options are.
- Flyers – Flyers are misunderstood creatures. To some, they may seem like a waste of time and money. But even if you haven’t found value in a flyer personally, you can bet someone else has. Flyers are an inexpensive way to reach a wide audience with a substantial amount of information.
- Business Cards – remember the business card example given in the last section? These small cards may not seem like much, but the right one can make a lasting impression on a customer. If you’ve ever received a business card from someone, then you know the layout, font, and thickness of the card itself have a lot to do with how you perceive the person who gave it to you. There are a lot of opportunities when using cards to help your customers know who you are.
- Envelopes – Some people hate mail, but some people (like us) love it. There’s something so formal and wonderful about getting a letter — and it’s almost considered a lost art form at this point! It’s the same comparison to reading a paper book versus an e-book. Having a physical letter in hand versus an email just has a more important feel to it — something customers note and appreciate. Get creative and craft an envelope that’s a little out of the ordinary.
- Brochures – Have you ever been on vacation and stood in front of your hotel’s wall of brochures? You feel excited, full of so much possibility. But the amount of brochures isn’t just what’s thrilling to you. The brochures themselves are colorful and fun, with bubbly text and striking details, making the events they’re informing you about look all the more interesting. Brochures are a fantastic way to pack a ton of information into a small, foldable format that’s easily consumed by your customer. Remember to always stay true to your business though. There are ways to make your brochure interesting and authentic at the same time.
Make Your Printed Materials Effective
Let’s recap. You know how print marketing got started, why it’s so beneficial, and a few different ways to make it happen. Now, we’ll give you some ideas to really push your next print campaign over the edge.
- Add an offer: Mail a thank you note with a special discount
- Make it personal: Customers love when you identify with them, consider using their name or any information you have on file to make a connection (ie. We saw you bought X, we have a promotion for Y we think you’re going to love)
- Do it professionally: there’s nothing less effective than a poorly designed marketing material. Just don’t do it. Trust the pros, they exist for a reason.
We hope you found all of the tips and tricks within this Print Marketing post helpful, and that you’re inspired to start your next print campaign. Contact us today!