When marketers think content strategy, there’s emphasis on hitting all the digital mediums. Social media, blog, video, infographics, you name it. Which are all obviously important, but does that mean the good old Gutenberg days are gone?
The stats say no. But, it’s true that marketers are using print less and less. In fact, 2 out of 3 marketers don’t include print in their marketing strategies anymore (Source).
Guess what? This could be good news for you.
More marketers in the online world = window of opportunity in the offline world. While the web is getting more crowded, print is standing out.
Still, you’re wondering if print will reach through to your audience. More good news, print advertising has been proven to perform better than digital in areas of viewer (Source):
- Review time
- Emotional reaction
- Memory retention
- Perceived value
- Purchase intent
Do a simple Google search and you will see that print marketing is still alive and kicking. So, if you’re tired of fighting the SEO and are looking to spice things up, print could be the old-school solution.
How to use print the right way
1. Reinforce brand loyalty to your already existing buyers
Keeping your current customers happy is just as important as gaining new ones. While receiving an email “thank you” can be nice, it doesn’t have the perceived value that print does. For example, providing your existing customers with exclusive loyalty cards is where print comes in handy. Something as simple as mailing a tangible card that reads: Just to say thank you, here’s a little something extra. Bring your loyalty card in once a month for 50% off one drink of your choice! is a great way to capitalize on print. Not only will it make your loyal customers feel valued, but they will tell their friends, and will think of you every time they see your card. Win-win-win.
2. Use print in conjunction with your digital campaigns
The most effective way to use print is to tie it back to your digital campaigns. By combining your digital and print efforts with your online QR codes, personalized URLs, or a link to a landing page, you not only use print as a way to interact with your audience, but you can easily track to see when people are interacting with your printed materials.
3. Get creative and guarantee something that is memorable
Using printed material gives you a chance to be creative in a unique and tangible way. Examples of creativity include:
- Making a postcard with paper that changes colors when you hold it up to the sun or under water.
- Incorporating the folds of poster paper as a part of the overall design.
- Getting whimsical with quirky games like Mad Libs in a mailer.
- Playing with patterns and viewer perception as part of a magazine.
This is where the fun comes in, the design possibilities are endless. So, start brainstorming.
Whether it’s postcards, magazines, brochures, or even outdoor boards, it’s smart to stretch your marketing strategy beyond the digital platform if it makes sense to reach your desired audience. Now, we’re not saying that you should ditch digital and build a content empire solely on print—but entertain the fact that there could be a place for print in your current content strategy.
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