As businesses have introduced new technologies and systems to connect with buyers and consumers, print marketing strategies have changed and evolved over the years. With the rise of digital marketing strategies, print media still remains to be an effective and well-utilized form of marketing and communications. Although one of the oldest forms of advertising, a successful print marketing campaign requires a well thought-out plan. Here are 6 must-haves for an effective print marketing strategy.
Know Your Target Audience
For any business looking to communicate effectively with consumers through print marketing, the message needs to be directed to the right people, a.k.a. your target audience. If you do not know who your target audience is, it’s time to analyze your current customer base. By doing so, you can learn more about their behaviours, tastes, preferences, location and so forth, allowing you to gain a greater insight into those who have purchased your product. Understanding your target market can be time consuming but it is most definitely worth the investment!
Connect With Your Audience
The average person is exposed to hundreds of advertisements every day, whether they be in the form of print or digital media. But the real question is how many of those advertisements do they remember? As a business, you may know your target market in and out but if your advertisement is too complicated to understand, then you may not connect with your audience as anticipated. Language, colour and design all play an integral role in catching your audience’s attention and showcasing your brand.
Be Clear With Your Message
The third important aspect of print media is the message itself. The best form of communication is simple communication. Always try to create a message that is short and to the point but that is impactful as well. Coca-Cola and Apple are experts at creating simple yet eye-catching advertisements that allow consumers to connect with them on a greater level and most often on an emotional level.
Choose the Right Location
Each day advertisements are released to the public, but go unnoticed in spite of their strong design and message. Why does this happen? Print advertisements can easily go unobserved if they are not showcased in the right location. Some companies advertise their services through mailers, billboards, business signage, posters, etc., but these strategies only work if they are directed towards targeted audiences in high traffic areas and of course if they resonate with the audience. In order to share your message with all audiences, make sure you place your print materials where they are sure to be seen.
Choose the Right Time
We are all familiar with the expression of, “timing is everything,” but what does it mean for your print materials? Timing can be anything from promoting products and services during specific seasons, to advertising at certain times of the day. It all depends on when your print materials will be seen by your target audience. If you are unsure of when to release print materials, try advertising products and services during certain months of the year or even days of the week. Based on the response and take-up, this will give you an idea of when y0ur audience is interested in learning more about your company.
Learn From Your Mistakes
The last step in creating a successful print marketing campaign strategy is to learn from previous mistakes. Every successful campaign requires trial and error, so don’t be afraid of failure as it will indicate key areas in which you need to improve.
If you are looking to advertise your business through print marketing, it’s time to develop a strategy. Don’t know where to start? Give us a call!
Elite Image is your one-stop, local marketing shop for graphic design, digital and offset print and web services. We pride ourselves on quality, service and quick turnaround. Our goal is to connect customers to your brand.
P: 250 591 0175
Coastal Colour is the most complete in-house offset and digital print shop. Whatever your printing needs, Coastal Colour delivers.