Regardless of what people are saying and the attitudes in the world of business, print is not dead! Whilst many companies are making a transition towards a more digitally focused marketing strategy, they could be missing out on the benefits that still exist for the traditional method of print marketing, as they get carried away with the digital craze.
When companies realise that digital platforms have many active users, they believe that this is the best channel to get their message across. However, 80% of online users do not click on any online banner adverts, meaning just 20% do! Is it worth paying the competitive price for the digital space for just 20% – to which not all of those users will convert into sales? If you also consider that magazines are still very much a part of our lives, with 63% of UK adults still reading magazines, according to YouGov – whereas only one in ten UK adults regularly read online magazines – maybe digital isn’t so perfect after all.
Marketeers should consider though, that print marketing is tried and tested, and it works – it still exists for a reason, and that is because it is successful, when done properly. 34% of all printing is for advertising and marketing products, such as event programmes, tickets etc, and 30% is attributed to newspapers, magazine and brochures etc. The print industry is heavily reliant on marketing and advertising.
Instagram selfie frame providers, Where The Trade Buys, outline why, and how, entrepreneurs can utilise print marketing, as opposed to digital marketing, to take their start-ups down the road of success – without breaking the bank.
First of all, you can consider direct mail. This is sometimes referred to as ‘junk mail’, however, figures suggest that the term junk mail couldn’t be further from reality. In 2015, more than 2.5 billion direct mail coupons were redeemed and 54% of consumers that were surveyed revealed that they want to receive direct mail from brands that they are interested in. With 80-90% of direct mail getting opened, and just 20-30% of emails getting opened, there is a clear winner for start-up companies looking to get their message across to potential new consumers.
A consideration for many companies is their marketing budget – but for those start-ups which don’t have money to burn when it comes to their marketing campaigns, it doesn’t mean your campaign won’t succeed. There are several print marketing techniques that can make your campaign a success whilst on a budget.
Recent research from StartUp Britain (a national campaign supported by the government) revealed that there are around 80 new businesses launching in the UK every hour, so it’s clear that entrepreneurial competition is fierce. Direct mail and brochures are a good place to start – neither need to break the bank either, but it is a big business. In 2009, direct mail accounted for 10.7% of the UK’s whole advertising expenditure.
You don’t need to overcomplicate anything with a leaflet either. Simplicity works. Your main priority when designing your brochure is to ensure your branding is clear, your message stands out and your style is eye catching. Remember you are on a budget so you don’t have pages and pages to play with; stick to 8-12 pages. You want to encourage consumers to act after all, not take up an hour of their time reading your brochure. There are several must-haves, which even when designing on a budget, you must consider:
· Attention grabbing headline.
· Unique selling point(s).
· Call to action.
· Clear design.
· Concise content – keep this limited to ‘need-to-know’ information as you don’t want to throw too much information at consumers, and this will also save you money in printing costs.
· Keep everything accurate – don’t allow mistakes to slip through the net.
You must carefully plan when it comes to printing brochures and leaflets. Whilst the more copies you order, the less you pay per copy, ordering 500 brochures if you are only going to use 250 is simply a waste. Your spent money is likely to sit on a coffee table or in a cupboard gathering dust on unused brochures too. Therefore, make sure you utilise your budget wisely.
It’s clear to see that print marketing, although a traditional marketing method, is tried, tested and trusted. If the figures aren’t enough to convince you, then the affordability of it could sway you. Whilst digital platforms are useful to have to engage with customers on a familiar and mobile platform, print marketing has been proven to drive results. For start-ups, print marketing is definitely something that should be addressed.