In a time when online marketing dominates the business landscape across much of the world, it is easy to overlook more traditional print marketing and the ability it has to get across to potential customers. While digital strategies certainly have their advantages, print marketing still holds a unique ability to help small businesses grow.
Print marketing still in use by businesses often includes brochures, flyers, direct mail campaigns, banners, business cards and presentation folders. These types of marketing collateral offer tangible benefits that can engage customers and increase business.
Print materials provide a physical representation of your brand that customers can hold, touch, and keep. Whether it’s a well-designed brochure or a visually striking flyer, print materials create a lasting impression. They can engage multiple senses and leave a memorable mark on the recipient. Unlike digital ads that can be easily ignored or forgotten, print marketing stands out and establishes a tangible connection with potential customers.
At A Team Printing, we’ve been offering digital printing in Perth for many years, which means we understand the benefits that it has and how it can help to grow your small business.
We’ve put together our top five ways that print marketing can help to grow your small business.
Print marketing allows you to strategically target specific audiences. By carefully selecting distribution channels and utilising demographic data, you can reach your ideal customers directly.
For example, distributing flyers in local neighbourhoods or placing ads in industry-specific magazines enables you to focus on reaching the people most likely to be interested in your products or services. This targeted approach increases the chances of converting prospects into customers and enhances your overall marketing ROI.
When targeting new customers, print marketing can be combined with digital marketing to ensure you are hitting as wide an audience as possible.
Increased Credibility and Trust
You’ve likely heard of the Know Like Trust factor, and in a world where online scams are abundant, print marketing can help build the trust and credibility in your small business. When customers hold a physical piece of marketing material in their hands, it evokes a sense of authenticity and permanence that digital advertisements often struggle to achieve.
Printed materials, such as brochures or business cards, provide a level of authenticity and professionalism to your brand. Potential customers often perceive businesses with physical collateral as more established and trustworthy. By leveraging print marketing, you can instil confidence in your target audience and differentiate yourself from competitors who rely solely on digital strategies.
The benefit of print marketing is that it offers a respite from the constant bombardment of online ads, giving customers a chance to engage with the brand at their own pace and on their own terms – a little bit more like they used to before digital became the way of the world.
Enhanced Brand Awareness
Consistency is key when it comes to building brand awareness, and print marketing complements your digital efforts by providing a tangible representation of your brand. Incorporating your logo, colours, and brand messaging in print materials reinforces your identity and creates a cohesive brand experience.
Through the strategic placement of print materials, such as posters, billboards, and direct mail campaigns, businesses can capture the attention of potential customers in various physical locations. Print marketing also can reach new audiences that may not be as digitally inclined or aware, ensuring a wider reach and increasing the chances of attracting new customers.
By consistently showcasing your brand across various channels, you increase the likelihood of potential customers recognising and remembering you.
Engagement and Personalisation
Print marketing offers opportunities for personalised interactions that can leave a lasting impact. Direct mail campaigns, for instance, allow you to tailor messages specifically to individual recipients, making them feel valued and appreciated. Including handwritten notes or customised offers can make your printed materials feel personal and increase the chances of conversion. Additionally, print materials provide an avenue for creative storytelling and captivating visuals, enhancing engagement.
While digital marketing can do this, it is easy for someone to skip over an email or pop up – print marketing lands in their letterbox and is generally more likely to stay in their house or office for some time, increasing the likelihood of remembering your brand.
Longevity and Accessibility
Unlike digital marketing that can be clicked away from and easily forgotten, print materials have a longer lifespan, staying in circulation far longer than you may expect. Magazines, brochures, or catalogues can sit on coffee tables or in waiting areas, offering repeated exposure to potential customers. The durability and tangibility of print marketing allow for a continued presence that reinforces brand recognition and creates a lasting impact, making it an effective medium for promoting a brand with a longer lifespan.
Additionally, print materials are accessible to a wide range of audiences, including those who may have limited internet access or prefer physical media. By catering to various preferences, you can expand your reach and tap into new customer segments.
Best Print Marketing Materials for Small Businesses
So now you know how print marketing can help grow your small business, what are the best materials to dedicate your marketing budget to? Here are our top marketing materials when printing in Perth.
While there are digital business cards, many people still prefer, and use, printed business cards. They are a convenient way to provide your contact details to potential customers (you can’t stick a digital business card on the fridge!) and a well-designed business card can certainly be something that people keep in their filing system for when they do need your services.
Handing out business cards during networking events, meetings and even day-to-day interactions can help to establish and build connections with potential customers.
Brochures and Flyers
There are certainly still people who prefer to find tradespeople and other businesses through brochures and flyers. Not everyone has the internet, and if your target market is of the older generation, you may find they respond better to a print flyer rather than an online advertisement.
Brochures work best for industries that may require more in-depth information such as real estate, tourism or health care, while flyers are perfect for promoting limited time offers, events and discounts. Both can be provided as trade shows, events or direct mail.
Calendars are a great option for seasonal promotions – think end of financial year and end of year. The compact size of a fridge calendar allows you to still get your messaging across while providing potential customers with a useful item that will sit on their fridge or desk for 12 months or so. This constant exposure creates a repeated impression of the brand, reinforcing brand awareness and recognition.
Calendars can be, and often are, shared with others, leading to extended brand exposure beyond the initial recipient. This gives you the opportunity to hit a wider potential audience than you originally planned for or expected. Calendars serve as a cost-effective and long-lasting marketing tool that combines functionality, visibility, and brand promotion in a single product.
Consider incorporating a QR code where potential clients can be taken directly to your website.
Direct Mail Campaigns
Direct mail campaigns are certainly a more traditional style of marketing campaign that can still be effective when done correctly. They are often used by businesses targeting past customers and allow you to send items such as personalised letters or catalogues offering personalised discounts or incentives to come back to your business.
Banners and Signage
If you have a physical store presence or have a stand at events or trade shows, banners and signage are a great way to attract potential customers to your business. Whether it’s a vinyl banner, retractable banner stand, or custom signage, make sure to include your logo, key messages, and contact information.
Print marketing materials remain an asset for small businesses looking to grow and establish a strong brand presence. The right combination of business cards, brochures, flyers, postcards, direct mail campaigns, banners, signage, and other printed marketing materials can help you effectively engage customers.
Remember to track the effectiveness of your print marketing efforts by incorporating unique URLs, QR codes, or promotional codes in your printed materials. This will help you measure the success of your campaigns and make data-driven decisions for future marketing endeavours.
While digital marketing strategies continue to evolve and dominate the modern business landscape, it’s important not to overlook the power of more traditional print marketing. By integrating print marketing into your overall strategy, you can get your message out to a targeted audience, engage with customers on a personal level, and make a lasting impression that contributes to the growth and success of your small business. Embrace the power of print and unlock the potential it holds for your business.