Increase Your ROI with Print Media


Amidst the digital arms race of the modern age to send email blasts, display hundreds of banner ads, and have a strong presence in Google, many companies tend to forget that there are other unconventional but remarkably effective ways to get attention. Print marketing is the new non-traditional media. The rarity and physicality of print is making a comeback with consumers who are tired of online ads. Here are a couple of ways you can use print to increase your ROI.

Copyright: zefart / 123RF Stock Photo
Copyright: zefart / 123RF Stock Photo

Visuals, visuals, visuals.

Now more than ever, we live in a society that is dominated by imagery. And, as the folks at Right Source Marketing write, print is the “quintessential medium in which to show off the way content and design can work together.” High resolution printing technology helps marketers get ultra-vibrant imagery quickly and easily. Using different print techniques like paper finishes, textures, letterpress and die-cutting on your ad complements and further amplifies the visual prominence of your print design in a way digital simply can’t.

Strong, concise copy is key to selling, but to get someone’s attention you need “eye-candy.” AIS Media recommends using a relevant, high contrast image that “supports your core message.” No matter what variety of print advertising you choose, imagery is the centerpiece of your design. While you’re at it, study the fonts and layouts that successful brands use and make sure to implement them properly on print. Using fonts from the web on print media comes with its own set of considerations that can impact the delivery of your message.


Sensory marketing.

Digital advertising engages one, maybe two senses, at a time. A big part of print’s appeal comes from its ability to engage more senses than digital. Utilize this to your advantage. Sensory marketing allows your target audience to engage and experience your brand on a much deeper level. According to Millward Brown’s Brand Sense research, offering different sensory experiences to consumers can increase brand impact and engagement by 70%.

Utilize user generated content.

People trust other customers more than they trust advertisers (and for good reason!) In a world saturated with advertising, most people rely on word of mouth—whether it comes from friends or reliable review websites such as Yelp—to get the insider scoop on a product or service. If your company is getting good feedback from your customers, never hesitate to use it for your print advertising. Not only will it potentially guide them to check out your other reviews, but it can drive them towards your formal web presence and help boost ROI. Social Media Examiner has several other great suggestions for using fan-generated content, from using your customers as product models to offering incentives that make them want to share your brand on social media. Many of which can help give a new dimension your print content. Peep it!


Catalogs alive and kicking.

The role of print catalogs has changed over the past few years. Traditionally, retailers used print catalogs to give buyers an opportunity to shop and order from home. Today, high-end retailers are using catalogs as lifestyle publications, featuring engaging relatable content along with curated photography to keep readers flipping through like a lookbook delivered to your doorstep. Mini catalogs of twenty or fifty pages are affordable to produce and distribute, and make good use of lifestyle and product shots you’ve already invested in for your digital presence. As the Wall St Journal notes, shorter catalogs also act as great reminders that “oh, we have a website,” too.

Thoughtful Packaging.

What better time to lock in a customer’s memorable experience with your brand than when they finally get their package? Smart online businesses bring package delivery to a whole new level by adding thoughtful gifts like free notecards, notepads, stickers, mini catalogs with discounts to encourage another transaction, or an incentive so customers share their experience in social media. Want to leave an even better impression? Put all the goods inside insanely clever packaging. No matter what route you take, customers appreciate thoughtfulness and it’s bound to pay off in either another purchase or positive feedback.


Promote a Cause You Support.

Another way to use print is to showcase any special work that your brand does in the community, whether local or global. People are attracted to brands that share their values, from Toms to Warby Parker, who offer something to better the wider community. Using print to spotlight the humanity of your brand help your customers emotionally relate with your brand boosting consumer trust and familiarity.

And above all, diversify your print marketing.

Because of our digital culture, print is now an ingenious way to get the word out about your product. Most traditional print advertising methods from direct mail to magazine ads to bus-stop advertorials and stickers are still quite useful for getting eyes on your branding. Think about using a dynamic and broad print strategy to get the word out! If you track your return closely, you will also learn what types of advertising bring in a better ROI than others in the process—which can help you refine your digital, TV, and radio strategy as well.

We’ve learned a lot about consumer behavior in the digital era over the course of the past decade or so. Thanks to an incredible influx of available data, advertisers have more tools than ever before. However, the digital space is highly cluttered, and in many cases, traditional advertising methods have a higher return on investment than even the most refined of PPC campaigns. Maintaining a diverse and thoughtful print marketing presence that ties to your larger branding strategy is one great way to cut through the static and start boosting your ROI today.



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