Editor’s note: Hey, folks! Our team at Blackwood has launched a podcast called The Big Brand Theory. If you’d prefer to listen to this episode about Print Marketing, you can do so at this link. Enjoy!!
Dead?! WHAT? No way! No matter how digital our world may be, print marketing is absolutely alive and well. Not only that, but it still goes a long way in terms of outreach and increased brand awareness. If your business isn’t using it (or isn’t using it as much as possible), you totally should be. Let’s break it down.
What is print marketing?
“Print marketing,” says Carlos Torres, VP of Sales at Zipp Printing, “is putting your brand, your culture, your image into object form and then giving it to the people.” Melissa Keusch, Zipp Printing’s Digital Production Pro, adds, “it is your brand. You want to get your name out there, and this is one of the best ways to do it.” We couldn’t have put it better ourselves.
Essentially, print marketing is a way to physically put your brand in the hands of your potential clients, and it truly is one of the best ways to get your name out there. In a world where we’re constantly bombarded by texts, emails, and phone calls, it just feels so nice sometimes to open a piece of mail. It’s an experience!
What is the benefit of using printed materials in addition to digital?
“Some of us are still old-school,” says Melissa, and she’s so right! Opening up mail feels personal, and it’s a great way to establish a relationship with a potential or current client. And even though the exact types and designs of printed materials may have changed over the years, that doesn’t mean print is dead! As Carlos put it, “it’s just evolving.”
Emails are easy to skim and delete, but physical mail tends to stick around a bit longer. Besides, there’s no “spam filter” at the post office, so your promotional materials have a better chance of greeting the eyes of the recipient. Besides, believe it or not, direct mail marketing is one of the most cost-effective ways to bring in clients! The ROI (return on investment) and response rates are very high using this type of outreach. According to DMN, up to 90% of direct mail gets opened, whereas only about 20-30% of emails get opened. That’s a huge statistic!
Print marketing is awesome because it can fit any business’s budget.
Because of the versatility and range of printed marketing products to choose from, it’s easy to make it work for a budget of any size. Picking and choosing the things you print can be a challenge, but there are a few pretty much non-negotiable printed materials you need: business cards, brochures, and flyers. Interested in learning why? Check out this blog from Zipp Printing!
Outside of that trio, feel free to pick and choose what best fits your business! If you want to be the business known for its wacky designs and silly phrases, make it happen. Print marketing is an excellent avenue to express your business differently. If you can catch the eye of your recipient right when they open their mailbox or walk by a flyer or see a stack of brochures, you’ve got ‘em!
There is so much value in “traditional” methods of marketing.
Carlos Torres suggests that every business should try to send a thank-you note after every sale for an entire month. It’s relatively inexpensive and doesn’t take too long to write, but that is going to make a humongous impact on your clients. They may even put it on their fridge! Then, if they have company over and are asked about the note, there’s a little free word of mouth marketing for ya! And they say print is dead…
Go to the print shop who can do the job best!
While there are some limitations to what you can print, there are many different places you can go to get the job done. Of course, ordering your materials online may be cheaper in some cases, but it’s always nice to go to a local, trusted print shop.
You want your printer to ask you if you’re 100% certain you want your materials the way you’ve presented; for example, if your image and text won’t be as clear the way you’ve currently formatted it, allow them to help you! Their job is to make your brand (and your business) look good, so they’ve just got your best interest at heart.
Overall, print marketing is one of the best possible ways you can reach out to your potential clients. If it’s not something you’re using, definitely start as soon as possible. And if you’re in the Mishawaka area, definitely pay Zipp Printing a visit!
If your current marketing strategy isn’t quite cutting it anymore, you’ve come to the right place. Reach out to our incredible team here at Blackwood Creative. We’re in the business of building remarkable brands – yours could be next. Contact us today! And while you’re at it, listen to The Big Brand Theory podcast! We’re giving away insider knowledge about the world of marketing, and we invite you to join us.
