How useful is print marketing in today’s web-obsessed world? If you’re a start-up business, you might have your sights set on social media accounts, viral trends and creating ads that reach millions in seconds. But have you not considered the advantages of print marketing? While it’s true that small companies are becoming more digitally focused and there are some success stories, that doesn’t mean there are no rewards to reap from traditional print marketing.
Start-ups that are looking to create a successful marketing campaign without using all their funds need to take a long look at print marketing. Where The Trade Buys, a printing specialist, explains why start-ups should get involved with print marketing and how they can make a success of it without obliterating their budgets.
Start-ups and print marketing costs
It’s a tough race to the top for start-ups. According to a report by StartUp Britain — a government-backed campaign — there are about 80 new businesses launching in the UK every hour. That means your campaign needs to be on the money: under budget and successful. Luckily, there are several techniques that you can use to make your print marketing campaign a triumph for minimal cost.
How does print marketing compare to digital?
Social media, online shopping and every other platform of the internet has changed how we eat, shop, work, and rest forever. Almost the whole world has some type of online account, which means that digital platforms can reach millions of customers in seconds. For this reason, companies believe they have the best chance of getting their marketing message to their audience on social and digital platforms. However, only 20% of users click on any online banner advert. Bearing in mind that most of this percentage won’t even convert into a sale, is it worth paying the competitive price for the digital space? If you’re wondering how print media fares; a report showed that 63% of UK adults still read magazines (according to YouGov) and only 10% regularly read these online. So, maybe digital isn’t the end-goal, after all.
Print marketing is a broad umbrella, under which we have anything from posters, leaflets and pull up banners, to flyers, business cards and stickers. Print marketing is still around because it’s a proven success for millions of entrepreneurs — if done and utilised properly. For example, 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.
Print marketing strategy: direct mail
When considering a print marketing campaign, you might overlook direct mail, which typically doesn’t have a glowing name in many households. Sometimes referred to as ‘junk mail’, this piece of print marketing can work wonders for your business. In 2009, direct mail accounted for 10.7% of the UK’s entire advertising expenditure. Also, in 2015, more than 2.5 billion direct mail coupons were exchanged and 54% of consumers that were surveyed revealed that they’d be happy to get direct mail from brands that might interest them.
So, are potential customers more likely to engage with print marketing as opposed to digital? Evidence seems to say they are. 80-90% of direct mail is opened in comparison to just 20-30% of emails. Clearly, this is a win for start-up companies looking to get their message across to potential new consumers.
Print marketing strategy: brochures
Brochures are a very popular print marketing form. If produced by experienced printer with quality materials, brochures and leaflets can really give your brand a professional, personal feel that could be very lucrative. Although, don’t think that a brochure has to be expensive. Your priorities with brochure marketing is to ensure your branding is clear, your message stands out and your style iseye-catching. Don’t print out expensive page after expensive page. Remember; you’re on a budget and don’t have many pages to play with (we suggest sticking to 8-12). So, the goal is to encourage consumers to act, not take up an hour of their time reading.
If you’re thinking about brochures for your business, bear these key factors in mind:
- Noticeable header.
- Exact (don’t let blunders to slip through the net).
- Clear call to action.
- Plain layout.
- Concise design.
- Brief and useful copy (i.e. essential information only, if you want to save you money in printing costs).
After the design process is done, you need to sit down and work out how many copies you need (not want). Of course, the more brochures you order, the less you pay per copy. But then again, there’s no point in ordering stacks if you know they’ll be wasted. Nobody wants to see their cash sat on a coffee table or gathering dust in a cupboard, so make sure you utilise your budget wisely.
Hopefully, this article has changed your opinion on print marketing for the better. While digital platforms are good for engaging with many customers quickly, print marketing has been proven to drive tangible results. For start-ups, print marketing is a cost-effective way to boost your brand and transform your business.