How to Nail Strategic Print Marketing : Marketing is an important aspect of any business and essential for encouraging growth and expansion. Promotional campaigns have come a long way in the past decade as digital technology has evolved, and posters, leaflets and other printed marketing materials have been shunned for shiny new offerings like social media campaigns, paid advertising and AI-powered marketing tools.
While it can’t be argued that the rise in digital marketing options has had a dramatic effect on many businesses across a range of industries, it’s important to remember strategic print marketing still has its place. From defining your target audience to creating a stellar design, there are plenty of things to consider if you want to reap the benefits of strategic print marketing.
In this article, we explore strategic print marketing and how to do it effectively.
Why print still has a place in a digital world
The world is becoming more reliant on technology to get things done, but that doesn’t mean print is no longer valuable. When done right, strategic marketing through prints such as leaflets can be extremely effective.
Digital marketing messages often come up when someone is busy doing something else, which means the receiver may not be interested in your message at the time and they might ignore it, or even not engage with it at all. However, a leaflet or flyer is a tangible item that can be put aside and picked up again, meaning the receiver is more likely to read your message.
Let’s explore how to get the most out of your print marketing.
Define your target audience
As with any marketing strategy, it’s essential to define your target audience. Consider who you think would be interested in your product, taking into account demographics such as age, gender, geographic location, and economic status.
Consider the message you want to convey
Using the five Ws of marketing can help when it comes to defining your marketing message. Start by determining why you want to promote this product or what you’re hoping to achieve. Next, ask who you need to target to achieve your goal. You may know this already if you’ve defined your target audience.
Next, think about what you need to provide your target audience with to achieve your goal. This will include everything from the product itself to costs and packaging. The last two W’s of marketing are “where” and “when”. These relate to deciding on the place and time to introduce the product to your audience.
Get your design right
The design of your marketing materials is just as important as the message. You’ll need to ensure the leaflet or flyer is eye-catching and visually appealing but not so bold that the message is overlooked. Opt for a simple font that’s easy to read and ensure you use the same one across the design to maintain consistency throughout.