Printed promotional materials are a cost-effective way of reaching and influencing new customers. Consumers look forward to them – in fact, 80% of American consumers claim to have between 1-10 promotional materials at home.
However, as with anything when it comes to marketing, simply executing isn’t enough. In the face of such stiff competition from rivals, you need to find a way of standing out from the crowd.
Let’s take a look at how to effectively use printed materials to grab your customer’s attention.
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- Be Memorable
Customers are being bombarded with information on the internet, so much so that they’re now starting to get annoyed by their favorite brands.
In 2017, there were 50 million small businesses on social media, while SproutSocial carried out a survey and found out that customers are starting to feel as though brands are pushing them away by overwhelming them with too much marketing.
One of the biggest turn-offs was a lack of personality, while another was forced humor. In other words, brands online are no longer original or memorable.
Printed materials marketing is your chance to freshen things up by being memorable. The easiest way to do this is to add your company logo to any and all pages you send out. The next best thing to do is to be personable, engaging and – when permissible – funny.
Remember that printed materials already give you one distinct advantage over digital materials – customers have the ability to touch and feel your product. Don’t let this opportunity go to waste.
- Hire a Graphic Designer
We get it – you might be operating on a small budget. And true, printed materials are a cost-effective way of reaching more people if you do it all yourself.
However, if you’re not a graphic designer and no one else in your team is, it’s wise to work with a professional when it comes to designing your printed materials.
A professional graphic designer will be able to take your ideas and turn them into presentable, eye-catching materials that engage prospects. They’ll work with you to understand your business goals and will help you to deliver a powerful marketing message.
If you decide not to work with a graphic designer, you might stand out – but for all the wrong reasons.
I recommend using 99designs (read about my experience) to get a logo you’ll love!
- Be Professional and Clear
Earlier, we mentioned that you should aim for some humor in your printed materials so that your brand becomes memorable. However, humor should only be used sparingly and in the right context.
Even the quirkiest of brands know this. The ultimate goal is to present your business clearly and in a professional manner so that you turn prospects into customers.
To this end, use your printed materials to introduce your company and its founders, before demonstrating clearly what you will offer your prospects.
- Add Customer Testimonials
Customer testimonials are a powerful form of social proof that can convince a prospect who is still a little unsure about your business to take that leap of faith.
In fact, studies have shown that reviews are now more important to consumers than word of mouth. Reviews lend your business more credibility and can help to build trust.
If you have a bunch of customer testimonials, don’t hesitate to add them to your printed materials – especially your company brochure.
If you don’t have many – if any – customer testimonials and you’re wondering how to get them, the easiest thing to do is just ask. Send out emails to previous or current customers and politely ask them if they would kindly leave you a review.
- Remember That First Impressions Are Everything
When you take your printed materials to a trade show or business fair, the hardest thing might be getting people’s attention in the first place. Why should a prospect come over to see what you’ve got?
One of the best things to do is make sure that your brochures and flyers have professionally designed covers. The next most important thing to do is to take a classy display stand with you for your printed materials. This will make them look more presentable, professional and eye-catching.
All in all, a well-executed marketing campaign – be it digital or printed – can help you stay ahead of your rivals. When it comes to printed materials, remember to strike a balance between being professional and different, hire a graphic designer, and work on customer testimonials for that all-important social proof.
About the author:
Ryan Stevens is a print expert who enjoys sharing industry knowledge with print enthusiasts all over the web. As CEO of Replica Printing Inc, Ryan is involved with all major printing styles and options on a daily basis.
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