The Key to Success with Print Marketing.

So you’ve decided to expand your marketing efforts to include print, but where are you supposed to start and how do you ensure success?

Our 5 steps to success with print marketing can help demystify the process:

1. Define the purpose - what does success look like?

Much like any other form of marketing, it begins with a strategy.

Consider;

• What is the end goal of your print marketing? E.g, more sales, re-activation of previous customers
• Why print marketing for this campaign and what type? Very often brands turn to print when they want - to make an impact.
• Who is the target audience?
• Does the campaign look the same to every demographic?
• How does this align with other marketing efforts?

2. Segmentation - ensure you’re talking to your demographic.

How your print marketing ends up in front of the right audience depends entirely on the type you choose. For example if you’re utilising direct mail, there are a few options depending on whether you have customer data or not. If you have data, personalisation is easier and you know more about the person you are sending mail to. But don’t worry if you don’t have data, all is not lost - partially addressed options where you can target by location or unaddressed mail drop options are available.

3. Print marketing type and does this reflect your brand and message?

There are a few options available when it comes to print marketing and the type you choose will vary depending on who you are targeting, what the message is and how your brand likes to be perceived. There are a few ways you can distribute your print marketing - this can include handing out at events, hand delivering or sending out via a mail provider.

A list of a few print marketing options:

• Brochures
• Flyers
• Print ads
• Business Cards
• Postcards
• Promo merchandise

If you’re choosing paper-based print marketing how does this reflect your brand? If your messaging is about luxury, would a more luxurious paper stock suit?

4. Measure results.

Make sure you have a way of measuring the results of your print marketing campaign. There are a few ways you can do this:

• Custom landing pages with targeted URLs - track the amount of users you have accessing this page
• Coupon codes - a simple one but including coupon codes that only feature on that piece of print marketing you know if it has been redeemed
• QR Codes - Trackable QR codes allow for you to see the data of how many scans your QR code has

5. Analyse results.

As with all marketing, analyse the results and more importantly learn from the results. What were the successes/failures? What would you do differently/more of? Can you follow up with any other forms of marketing?