In an age of digital marketing, it can be really hard to see the purpose of print, or more traditional marketing methods. And yes, we will agree that you certainly should be looking to push your efforts on your website, social media and through online advertising. However, this isn’t to say that you should drop traditional methods altogether, and you’ll probably get a better result by combining the two …
We’re going to look through 6 ways you can use traditional and printed marketing methods to improve your next campaign, and why you shouldn’t give up on print just yet.
Business Cards
Business cards are a much overlooked source of marketing. Yes, everyone has them as priority, and goes and gets them printed as soon as possible. However most of the time they are not made to their true potential.
As you can see in this infographic, the top mistake made on business cards are not having a creative or clean design. Leaving your contact information unclear. Using poor quality printing or paper, and using an oversized card.
The lure to get business cards printed quickly and cost effectively can mean rushing to a printers with no design. Or sending off a good design to be printed for free on thin card, which may actually leave you worse off than before. The rush can also mean important information is left off your card, leaving them worthless. Check our blog on what information needs to be on your business card. To make sure you have included all the relevant info.
Taking the time to look at the design, double checking the information and having your cards printed on quality stock will leave your prospective clients with a far better impression of your company. Rather than handing over something that looks like it has been printed off at home.
Direct Mail Campaign
We’ve blogged previously about the case for direct mail, and reasons you should be sending letter campaigns. So it should be no surprise that direct mail is on the list.
Direct Mail is a great way to reach customers a little more personally in a digital age. With spam more likely to reach your customers through emails than on their doormat now, the letter has become a more personal touch as it once was.
As this blog points out, emails are very easily ignored and binned. Whereas most people will actually open envelopes, with 70% – 80% of consumers opening most of their mail. Compare that to an average open rate of around 30% for email campaigns.
People are also far more likely to keep a letter too. Whether that’s with intention to buy or contact you immediately. Or whether it’s because it’s sat on the pile of papers and letters to be sorted, shredded, or burned on the log fire. The fact is that it is still there, in front of your potential customer for a significantly longer period than an email.
Leaflets
As with Direct Mail, we have blogged about this previously on how you can use leaflets effectively. Leaflets are a really cost effective way of getting your brand out there, and for getting “quick win” business back.
And as with direct mail, leaflets can actually be well received by recipients. With nearly 50% of households storing leaflets, and 93% of people enjoying that they get door drop product samples or vouchers and offers. Perhaps the leaflet isn’t as done as you thought.
Exhibition stand set up
At The Marketing People, we do love exhibitions. As though they are a lot of work, they are such a bundle of energy and adrenaline all condensed into a day or two.
Exhibitions set ups can seem a huge expense with no guaranteed results. But the truth is once you have your set up, you have a great toolkit. One that you can use again and again when it comes to your marketing. Not to mention the huge benefits you gain from the exhibition itself by having the right kit.
With over 13 million people attending exhibitions a year, and spending around £2.6 billion on the goods or services demonstrated. It just seems good to make the most of that opportunity. That means having a creatively designed stand that sends the right messages.
A good, well designed stand can last for a few exhibitions. And if you include pop up banners as part of that set up, you can use them multiple times for other events. Such as networking meetings, or even in the foyer of your offices.
Internal and external signage
We’ve all tried to find a business before, but had real trouble because there hasn’t been adequate signage. Which though a bit annoying, isn’t the end of the world. As you no doubt give them a call, or persist until you find them. But what about attracting new customers? If your business can’t be found by those who know about you and want to buy from or work with you, then what hope do new customers have?
In this useful infographic, it states that research indicates that 85% of your customers live or work with a 5 mile radius of your business. Meaning they could potentially see your sign up 60 times a month. But does it work? Apparently signs can attract up to half of a start ups new customers. And 35% of passers-by wouldn’t even know there was a business there without a sign.
Vehicle livery
A lot of marketing these days is making sure you advertise to the right people at the right time to ensure more sales. Or better qualified leads at the very least. But there will always be people who you could advertise to, but can’t reach. Those who don’t use social media for example, but that is where a combined approach comes in, and vehicle livery is a prime example of this.
As can be seen in this blog, the average vehicle that is driven 15,000 miles a year will pass in front of 9 million vehicles. Which means your vehicle graphics reach more potential customers at a lower cost than all other forms of outdoor advertising.
So that’s 9 million extra people seeing your business. Even more if you account for more than one person in each car who may require your services.
Not to mention it also builds up your credibility as a business if you are seen in a branded vehicle. Not only have you built up your brand recognition so people are more likely to feel familiar with your services when they see you. But it builds trust that you are who you say who you are. You will fulfil the promises you make, as you are bringing your brand name with you.
Summary
As with most things, a balance is certainly needed. You can’t dump 5000 leaflets in an area. Or put up a 10 foot sign outside your business, and expect business to pour in and keep pouring in. You need to sure a little of each of these methods in conjunction with each other. As well as with digital marketing methods. To maintain a consistent campaign and the best chance of bringing customers in repeatedly.
If you’re struggled to lay out a combined marketing strategy, why not give us a call and see if we can help? With a huge amount of experience, and a friendly team, a little trip to our offices in Burntwood may be the best decision you make when it comes to your marketing. Or if you want to read more about print, why not check out our other blogs?