In an increasingly digitised world, print media is often overlooked. At Creative Fire, we champion the world of print as a viable part of your communications strategy. Here are a few key ways to use print media to your advantage:
Emphasise the physical
As more and more businesses exist solely in the digital world, don’t underestimate how reassuring a physical presence can be for many customers. Not only does this help some demographics to trust your brand more, but it can also be a great way of sharing important information such as promotions and coupons. While customers are often resentful of spam, a well-timed leaflet or brochure which gives them visible benefits is seldom cause for complaint and could help keep your brand top of mind.
Print media can be personalised with relative ease, particularly in the area of promotional merchandise marketing. This offers significantly higher engagement than email marketing and has been shown to have a higher response rate, which is great for your engagement.
Measure your ROI
Print media was around long before digital media, and whilst we are strong advocates of all things digital, we do appreciate the benefits of print. Some arguments against printed media focus on the difficulty in measuring the return on investment (ROI). We have been spoilt by a plethora of highly targeted options with our digital activities, and so reverting to print can seem uncertain.
It is worth remembering however that print does have ROI advantages in some respects. The mere presence of something physical means it is more likely to remain circulating around its end destination, when compared to (for example) a marketing e-mail.
Keeping your focus local is another fantastic way to keep customers happy. What is your company doing in the area pertinent to your recipient? Customers can be targeted for local benefits and perks via print media. One localised example is billboards, they are often overlooked, but can ensure companies get their name in front of significant footfall.
Use branded merchandise
Print media is also a great way to create stunning branded merchandise, which will work its way into the everyday lives of your customers and keep your brand in their minds the next time they need your services.