Posted By Seamus Barton
How to Stand Out With High Impact Printing
Many people mistakenly think that print marketing is a thing of the past, but this is simply not the case. Any successful business owner understands that print and digital marketing go hand in hand. Each kind of marketing will feature its own set of strengths and weaknesses, but when combined they can give you positive results.
Many businesses are utilizing the power of print, and according to FedEx, professional printing services have helped four out of five small businesses get an edge over their competitors. FedEx also found that business owners are choosing to hand out more business cards and flyers than they did a few years ago. Business cards, brochures and flyers are some of the most effective and affordable print materials out there.
Studies found that 85% of consumers are more willing to shop at a business if they receive high-quality custom printed materials. The poll for this study was conducted across a large audience of age groups. Even Millennials enjoy receiving something personalized and printed at least once per month.
Digital marketing has experienced large growth over the past few years. However, another survey found that direct mail had a 75% recall rate, while digital ads usually stop at a 44% recall rate. This is evidence that print media will continue to be a valuable resource for businesses, and is one of the reasons why marketers are using a multi-channel approach that leverages both advantages of printed materials and digital marketing.
The tangible aspect of printed pieces is the most important way that it can stand above online marketing. One of the most compelling benefits of printed communications is the fact that you can engage your audiences’ multiple senses. You should be thinking about what message the paper itself is sending.
These are a few ways you can ensure your organization is using high-impact printing to kick your marketing message up a notch, draw more attention to your call-to-action and stand above the competition.
Match the Paper Texture to Your Content
Take some time to think about how you would want a recipient to perceive your printed communications. Using a high-quality cardstock will communicate something very different from a more lightweight paper. Try finding textures that are present in your content, products or stories which you can emulate through paper. For example, you can choose a linen paper stock and add soft touch AQ that resembles fabric, or one with a rawer uncoated feel to match a traditionally masculine category.
Catch the Light
You can also opt to add some sparkle and shine to your paper to catch any light and to grab the attention of your recipients through AQ, UV, foiling and metallic inks. You can also vary the ink opacity which can give your printed material an unusual effect when viewed from different angles. These types of treatments are great for special events or new product launches.
Use Die-Cuts to Make Unusual Shapes
Different, unusual shapes used in printed materials can also help create more interest and convey your brand’s specialty. For instance, if you are a company that sells window treatments, you can accentuate a graphic of a window by using a die-cut in the shape of it.
Going with a unique fold like a gate fold or an accordion fold can help give you a structure to organize your message, while at the same time making sure your piece will fit properly in an envelope or folder. Plus, it can be good fun to open it up.
Incorporate a Pop-Out Image
Pop-out images are revealed to the receiver when they unfold a piece of the print media. They can help add some unexpected interest and drama to any communication. Consider a tip-on coupon or even a small sample that can be affixed with glue dots or strips.
Think About the Envelope
Don’t neglect thinking about your envelope. Envelopes can influence the success of your direct mail campaign quite substantially. If you want to enhance your response rates, conduct some a/b testing. Send out half of your print communications in your typical envelope to half of your mailing list, then try something new. The alternative version of your mailing envelope could be a different type of paper (like brown kraft), a solid colour or have different placements and stylings of your call to action. Keep on measuring which one performs better, and you can still continue to tweak and test over time.
Tips for Different Budgets
There are print marketing options and direct mail solutions available for any business. It doesn’t matter what kind of marketing budget your company has; print and mail service providers are able to accommodate your business needs and goals for both printing and mailing campaigns.
If you want to reach your local audience, then the best bang for your buck would be to utilize brochures or postcards. This will give your clients a reason to visit your business and tell their friends. You can implement this strategy each quarter and give it some extra support by using social media and online efforts to measure response rates.
You can continue to use promotional print materials like postcards and brochures, and consider adding in high-impact printed alternatives like folded cards, letters or multi-piece packages. Medium budgets will help increase the number of your prints, customization and other details. You can opt for different textures, folds, types of paper or die cuts which helps your printed material stand out.
If you’ve got a large budget, then you can develop a solid multi-channel marketing plan. You can find out where your customers are and then go to them, for example participating in trade shows and other events to gain more exposure. Using signage and print materials like catalogues and other oversize products will help you make a great impact.
Always try to connect your digital efforts alongside your print materials. If you are giving out seasonal discounts then make sure these are also reflected online. Utilizing high-impact print materials will help you make a positive impact with your target audience and leave your business with a better reputation.
For more information about mailing campaigns, call Troi Mailing Services in Canada (Toronto, Ontario) at 1-866-486-9350 or contact us here.
About: Seamus Barton
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.
You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at firstname.lastname@example.org. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“
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