People assume that ‘print is dead.’ But before you rule out an entire medium, take the time to work out what your business needs. And we’re not just saying this because we’re in printing services.
Here’s the thing. When we think of print, we jump straight to magazines and newspapers. No matter what industry you’re in, printed collateral, like business cards, flyers, brochures and banners, will help you tell your brand story. See, there’s a difference between promotional printed items and advertising in print media. This is the distinction many businesses don’t see when they rule out print.
Let’s put this into perspective. When you’re in a meeting, does a client or a new prospect ask for your business card or Facebook handle? Your card, of course. So, rest assured, print is not dead – it’s simply evolving.
What we’re saying is you need both.
Create an intersectional print-digital marketing plan.
Instead of ruling out print altogether, connect your activities to your digital efforts. This is a great opportunity to track consumers from print to digital (and vice versa).
Leverage social media.
You can have a lot of fun with your social platforms. Engage your customers, instead of simply talking to them. Maybe you could use your print campaign to boost your social media followers. Let’s say you’re a gym and run a competition using flyers to drive traffic to your Instagram page. Prompt your members to post a photo of their health journey, tagging the gym, for their chance to win a free 12-month membership. See how you’re using both platforms and enticing people from one to the other?
Seek and reward feedback.
Do you have an older customer demographic? You know they don’t ‘hang out’ on Facebook or YouTube, so how do you connect with them? You guessed it, print. Send them a letter in the mail, encouraging them to share their feedback or refer a friend. From there, you can direct them to a specific page on your website dedicated to submitting testimonials. Once they’ve submitted their comments, you could present them with a ‘thank you’ offer.
In all your printed materials, incorporate calls to action to give your customers a clear journey to take over to your digital channels (if that’s where you want them to go).
Some of today’s biggest brands are using print to drive (and nurture) community. AirBnb is a great example. The accommodation giant releases a quarterly travel magazine, Pineapple. The first copy went out to 18,000 registered hosts worldwide.
AirBnb added a corporate magazine into their content marketing mix to, of course, drive more people to book their stays online through their website.
Before you abandon print, first redefine what it is and how you can use it to generate interest and contact with your business. See if there’s a need for it. Have fun, be creative and be active where your competitors aren’t.