While it may seem counter-intuitive at first to consider increasing your company’s use of print materials in the digital age, there is still a significant place for high quality print marketing as a tool to grow your business. But before you go and invest more of your marketing budget in print-based marketing tools, take a step back and analyze your needs and your goals.
These five tips will help you increase your print materials in ways that will be productive and growth-oriented for your business.
Common Print Materials for Marketing Use
With so many low to no-cost online marketing opportunities at hand, many companies have cut back on their print marketing budgets. But there are still certain key essentialsthat most companies keep on hand, including the following:
– Personalized letterhead (stationery and envelopes).
– Direct mail postcards.
– Business cards (generic and personalized).
– Posters and/or banners for trade shows and conventions.
– Brochures and/or product fact sheets.
5 Tips to Increase Your Print Materials Profitably
When you do make a decision to invest more of your funds into print marketing materials, your goal is probably tied to future profitability. These 5 tips can help make sure this happens.
Tip #1: Make it professional from the logo on up.
The key reason why print materials don’t pay off in profits is often poor quality. Unless you have a background in graphic design, your best bet is to spend a bit extra and have a pro clean up your current logo or redesign everything for high resolution printing.
Tip #2: Aim for consistency throughout.
You want all of your materials, regardless of shape or size, to look like they came from the same company. Make sure your brand and logo color match from piece to piece. Ensure the paper quality has the same feel. Each piece must look like it belongs with the others.
Tip #3: Think about the recipient’s needs and uses.
A good example here is business cards. The trend recently has been to print on both sides of the card. But often recipients like to make their own notes on the card back (which can mean the difference between whether they remember meeting you or not). So approach the design from two angles: your goals and the recipient’s needs.
Tip #4: Focus on the essentials.
You don’t need to cram everything onto a business card or postcard. Just focus on the highlights and then clearly print your website URL. Make each piece clear, simple and actionable. Use the largest fonts you can get away with and make sure the text is readable regardless of font size.
Tip #5: Small touches can save time and money later.
One of the biggest time savers is simple branded letterhead (stationery with envelopes). The branding ensures consistency and your staff doesn’t have to spend time and funds on mailing labels and ink.