When it comes to presenting your brand in front of your customers, there is no better avenue than print marketing. There are many different ways to use this channel but there are 4 specific strategies which have stood the test of time and continue to convert prospects into customers.
I have been in the print industry for over 40 years and have weathered the ebbs and flows of the market. Throughout my career, I have identified 4 key strategies which all companies should be utilizing; small/medium business as well as large corporations.
Letterheads, Envelopes and Business Cards are 3 essential products to invest in early. Have a graphic designer create your "brand" and stay with a consistent look to help build your brand. Basic information (address, phone, social identity, etc) should be on all items. If you have a logo - use it. A LOT. Get your clients used to seeing your logo or color scheme on everything you do.
Direct mail postcards are a very easy and affordable way to get you message out to your clients and/or the general public. Get creative with your message, but never forget to include the basics:
- Key contact info (name, address, phone, URL, etc.).
- A testimonial.
- A reply deadline.
- An offer of some kind.
You can also get very specific and target-market any segment of the population you want to reach (example - young professional men aged 25-40 earning $150k+ and living in a specific zip code). The possibilities are endless!
#2 Newsletters or Magazines
This is a great way to reach out to an existing membership, client base or constituency with a lot of information at one time. Staying with a consistent format (4 or 8 pages are the most common) and timeframe (monthly, quarterly, etc) will keep your clients up-to-date on your latest trends and what you are doing and/or offering them currently. Consistency is key here, as your clients will learn to "expect" your newsletter on a regular basis!
The simplest and easiest way to reach out to someone in a concise, small format. Keep the information as simple and easy as possible. Standard information should include a company name, at least two types of contact information, a logo and a tagline. It should also include a headline on the front and two or three brief items outlining benefits your organization can provide. You typically hand these out or mail them. Go a step further and create a "series" of 3 or 4 different brochures (each one highlighting a particular topic)!
If you struggle with converting your prospects to paying customers or even struggle with getting PRINT in your marketing mix, I'd be happy to chat about any one of these four or anything else on your mind. Just reach out!
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