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.
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.
Designing Printed Materials
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. 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.
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