Should start-up and small businesses even consider print marketing when the digital world is at their disposal? In short, yes. Modern print marketing holds many advantages and is proven to help drive successful marketing campaigns to get brands flying without the need for a computer or lots of cash.
Cost-effective, personal and professional; print marketing shouldn’t be overlooked.For more details, Where The Trade Buys, a printing specialist company, has researched the key benefits of print marketing including why start-ups should try print and how they can be successful with limited company funds.
Marketing: the world of print and digital
You might be surprised to see how much time, money and resources go into marketing within the print industry today.In reality, 34% of all printing is for advertising and marketing products, such as event programmes and tickets, while 30% is for products such as newspapers, magazines and brochures.
Surely people are more susceptible to engage with online marketing over print? Apparently not, with only 20% of users bothering to click on any online banner advert. Bearing in mind that most of this 20% won’t even convert into a sale, is it worth paying the competitive price for the digital space? What about print media? If you also consider that 63% of UK adults still read magazines (according to YouGov), and only 10% regularly read these online, maybe digital isn’t so perfect after all.
Of course, cost and the ‘digital vs. print’ debate are only parts of the factors you must consider when launching a marketing strategy — the other is competition. There are about 80 new businesses launching in the UK every hour, according to a report by StartUp Britain (a national, government-backed campaign), so you want something that’s going to be unique and cost-effective. Fortunately, there are several techniques available to make a budget-friendly print marketing campaign.
Print marketing: using direct mail in your marketing strategy
We’ve all received direct mail at some point through our letterboxes. Unfortunately,this type of print marketing is often overlooked due to its association with the term ‘junk mail’. However, this is a terrible error if you’ve chosen to give print marketing a try — just look at these figures:
- More than half of all consumers in a survey said that they’d be happy to get direct mail from brands that might interest them.
- Almost 11% of the UK’s advertising expenditure was on direct mail in 2009.
- In 2015, 2.5 billion+ direct mail coupons were exchanged.
This data all sounds great for direct mail, but how does it look when put next to online platforms? In fact, it compares very well. 80-90% of direct mail is opened as opposed to just 20-30% of emails — a win for new companies looking to get their brand across to potential consumers.
Print marketing: using brochures in your marketing strategy
While billboards and roll up banners have the advantage of making a bold statement somewhere visible, your brochure needs to legibly detail your brand, message and services in concise but coherent sentences. To help you whittle down the details and create an attractive, easy-to-read brochure; ensure you’ve thought about these essential features:
- Professional overall look.
- Clear call to action.
- Neat layout.
- Brief, informative and proof read content.
- Interesting and attention-grabbing header.
- Unique selling points.
The final hurdle to overcome before distributing your brochures is order quantity. The more brochures you buy in bulk the less the overall cost in the long-run. However, you don’t want any to go to waste collecting dust, so you must think hard about how many you truly need to save yourself wasting cash unnecessarily.
Evidently, print marketing can hold its own in the marketing world and is certainly worth considering if you want an effective and professional platform for promoting your brand and advertising its products and services.