A Nielson survey found that 90% of customers would like to receive marketing collateral related to promotions and sales. Urban River, a Newcastle-based print design agency, has the following to share:
Tangibility counts
You can touch, feel, and even explore a printed item when you print it. This is in contrast to an email which can be deleted from your mailbox without it being opened. It can also be sent instantly into cyberspace. If you are creative enough, it is possible to keep a print item for many months, even years. This gives you plenty of time to interact with the text and images.
Credibility is the key.
Customers don’t have to be concerned about clicking on marketing emails for fear of viruses or spamming, as they can easily damage your company’s reputation. Customers receive a genuine and reliable item that will entice them to your company in a non-aggressive spam-like manner.
Brand identity creates memories.
A strong brand identity is essential for creating and maintaining a brand. The brand identity is solidified using the same font, colour scheme, and images. Print design is second-nature for all of these elements.
Targeting your Audience
Print design is a way to target a specific audience, opening up many business opportunities. It also allows you to reach a large market that is either not as technologically advanced or is not able to access the internet. Therefore, although internet advertising will grow during the internet boom, there must still be a limit. Traditional marketing methods such as print design must remain relevant.
Engaging with Your Audience
Consumers engaged in web information for an average of 15 seconds will read it, while those reading leaflets or brochures will spend 30% more time looking at the information. This is not all. Offer codes and seasonal brochures remind customers of your existence. This, in turn, encourages them to return to your business. This is what we call customer loyalty.
Crowd Control
Many businesses rely solely on the internet to market their products and services. This leaves them vulnerable to losing out to the people who dare to go print with their advertising campaigns. Your business has more potential to shine than those who rely on the internet. Could you make sure you make use of it?
There are endless opportunities.
Your spam box may be full of personal emails every day, which can be annoying. However, you will be more impressed if you get a piece of personalized post. This makes customers feel valued and special, a key part of customer service. A personalized piece is not the only option. However, the endless possibilities of unique and quirky design make it easy to stand out and be remembered.
Flexibility is important
You can modify the item’s size, its material, and the distribution method. There are many options, and only you and a few safety and health precautions can limit them.
Eco-friendly(ness)
This is a global debate, and the paper industry is unfairly criticized almost every day. You can recycle paper. In the UK, 78.7% was recycled in 2011. This figure keeps growing year after year. Paper is also a renewable resource. There are more trees planted each day than trees that are being harvested. If you are concerned about paper waste, you can print on recycled paper or organic inks. You could also encourage customers to recycle, compost, or reuse the paper.
Integration is key
A well-planned integrated marketing strategy that uses multiple channels is key to a successful campaign. You can tap into potential and existing clients’ minds creatively by creating a well-planned programme that includes a mix of offline and online approaches and deliverables.
