With all the emphasis on digital marketing these days, you might be tempted to think there is no longer practical use for printed materials like brochures, pamphlets, and leaflets. However, for the sake of your business, do not make that assumption. Printed materials still provide you with benefits digital marketing just cannot muster.
For example, these are great for:
personal, one-on-one interaction
special offers to engage participation
reaching customers who do not exist in the digital realm.
In the new digital age, the key to making effective use of printed materials is learning how and when to use them. We’ll discuss this further using a June 2013 report from Small Business Trends as a launching point.
When to Use Printed Materials
There are different types of marketing opportunities that lend themselves well to materials that are printed. Below we have listed a few of them. Keep in mind that this list is by no means conclusive.
Trade Shows – Visitors to trade shows love to have something tangible that they can hold in their hands. If you give them a business card directing them to your online presence, they are not likely to look when returning to the hotel at the end of the day. However, if you hand them a printed brochure then you have their attention as soon as they have some down time.
Professional Conferences – Conferences are very similar to trade shows when it comes to marketing. You’re only going to have the attention of your contacts for short amount of time – a time that is too short to take advantage of digital media. Handing them something printed immediately causes them to focus on your company, even if for just a brief amount of time.
One-On-One Promotions – A great way to drum up new business is to go out and meet your potential customers face to face. Whether you go door-to-door or meet people outside of a sports venue (for example), engaging them with conversation and printed materials is a great opportunity. Small leaflets and pamphlets are ideal for this type of marketing.
How to Use Printed Materials
A good rate of return on printed materials is anywhere between 6% and 10%, depending on who you ask. Therefore, the old strategy of printing up tens of thousands of copies and distributing them willy-nilly is no longer appropriate. Today you need to target your printed materials in order to use them wisely.
That begins with knowing who your customer base is. For example, if your product or service is directed mainly at the under-30 crowd, don’t bother handing out promotional materials to those who do not fit that group. If a further refining of your customer base narrows it down to university students, concentrate your efforts in places where you’ll find such students.
The next thing to consider is on-demand printing. One of the reasons companies used to print tens of thousands of copies was because they had to in order to get a good price. That’s no longer the case. Today’s on-demand printing technology makes it possible to get much smaller runs at a comparable price. On-demand printing lets you target your printed materials for any number of reasons, and then update those materials as need be.
Designing Printed Materials
Lastly, the effectiveness of your printed work is only as good as their design and content. Just like digital marketing, content is king with printed materials as well. Everything you include in your brochures and pamphlets needs to be relevant, informational, and well written. Otherwise, they are most likely to wind up in the bin.
Used properly, printed materials still have a proper place in modern marketing. At Carman Online Content Publishing, we can help you make the best use of printed work by providing you with top quality written content. With the combination of your ideas and our content generation expertise, we can put together a dynamic presentation sure to capture the attention of your future customers.
If you would like to know more about what we can do for you, please do not hesitate to contact us. In addition to printed materials, we also provide content for website copy, informational articles, blogs, white papers, and more. Feel free to call us with your proofreading and editing needs as well.