Which Marketing Materials Should I Use?
12th January 2017
Though digital marketing has been on the rise over the last fifteen or so years, printed marketing materials are by no means redundant. The take-over by digital marketing has actually resulted in a fall in the cost of printed media, since competition between the two remains taut. What’s more, print and direct mail are actually becoming more effective due to the overuse of email campaigns. It’s true that email campaigns are very cheap, but less and less people are opening them meaning they’re less and less effective. In contrast, smaller businesses benefit particularly well from printed marketing materials, such as bespoke business cards, leaflets and brochures, and can generate formidable return from an investment that won’t break the bank.
The important thing to remember when considering a new printed marketing campaign is to prioritise quality over quantity. Yes, if you print thousands of flyers, you’ll reach thousands of people, but very few of these will be impressed by a low-quality, mass-produced leaflet. It’s far more effective to print perhaps a few hundred flyers on a high-quality gsm, with an attractive finish, as this is guaranteed to impress recipients and demonstrate to them the pride that your business takes in the quality of its produce and services. It’s also imperative that, as a small business, your logo, company name and slogan are always included. Be it on business cards, flyers, banners or letterheads, their inclusion is essential if you wish to ensure the spread of brand awareness.
If you’re targeting a local catchment area, direct mail could raise a great response. Studies show that 66% of recipients in the UK read or scan advertising mail, as they find it a convenient alternative to searching the internet. As a marketing material, direct mail, some would say, has had its heyday, but this is simply not the case. When effectively designed to appeal to a specific demographic group, direct mail has a surprisingly high rate of return compared to other marketing materials and online surrogates i.e. email circulars (only 25.4% of which are ever even opened).
If you keep an up-to-date blog on your website (as you most definitely should), you could consider using it as a newsletter and printing a snippet for your audience to read at home. If you then include a call-to-action in your newsletter, highlighting a particular promotion or seasonal event, you will draw people to your site or your store. A newsletter like this, used as direct mail, is a highly efficient marketing tool for local business growth, as recipients will be more likely to visit a nearby local business than a national or multi-national conglomerate, to which they have no local tie.
Whichever marketing materials you choose to print, you should always consider your audience first, rather than trying to push sales. Granted, the role of your advertisements is to generate demand, but clients and customers are far more likely to enquire about your services after a well-presented, high quality postcard falls through their letterbox than if a translucent, double sided sheet with fifty products crammed onto its pages leads them to believe you’re just another impersonal, sales orientated organisation!