At Midstate Printing our company’s goal is to make your printing campaign standout. Advertising today bombards the average person. Getting their attention can be a challenge. People see ads online now more than ever before. The rate that folks delete ads is at an all time high. This is where a print campaign can help cut through the marketing clutter. A high quality printed piece is more tangible today than ever. It’s portable, shareable and tactile.
1. Determine Your Goal
The Midstate sales team advocates using print media in conjunction with other ad campaigns. Such as online, email marketing, television, radio, etc. Owner and sales representative Bob Williams agrees, “We printed a clingz poster for a major drug manufacturer that displayed in conjunction with their television spot. Together they were successful as a multimedia campaign.” We work with our clients to help determine which medium helps them to meet their objectives. What are your company goals?
- Increased market share?
- Increased brand awareness?
- A new product launch?
- Reach new clients?
- Provide customer service and support?
2. Identify the Target Audience
To see a return on your printing investment it is important to get your print campaign into the right hands. We ask that each client think of the who, what and where of their target audiences. Sales representative Brad Devereaux reiterates, “The first thing we do is plan how our customers can target their customers.” People are quick to scan and move along online; print can require customers to take a more interactive approach. Finding a place for print in your campaigns is a great way to connect with your customers.
3. Capture the Audience
The design of your print campaign is critical to making connections with your customers. Be sure of your company’s branding. Many companies use a style guide to ensure the continuity of different projects. Owner Tom Quartier adds, “Be aware of any special logos or colors that your client may need. Always be clear and concise with your message.” The K.I.S.S. principle applies here; keeping it simple helps drive your key points home.
4. Include a Call to Action
Encourage your customers to reach out. A clear call to action will help develop sales leads. Your contact information should be on all of your marketing channels. Here are some examples.
- Subscribe today
- Order here
- Buy now
- Compare prices today
- Get your free sample today
- Interested in learning more? Call us today
- Sign up for our free webinar
- Like us on Facebook
- Follow us on Twitter
Measuring analytics on printed material is often more difficult than on other channels. A multimedia campaign, using QR codes, PURLs, and websites to promote special offers is a great way of gathering analytic feedback. Your other channels should be analyzed in conjunction with your printed media. Finding out if one channel is driving traffic to another can save you time and effort.
6. Refine and Adapt
Once you have a solid method in place for analytics the results will allow you to refine your marketing efforts. Testing and tuning are what’s needed at this point. Do you need a new headline, call to action, or a more vibrant design? Changing marketing efforts to increase impact with your customers requires monitoring and awareness. In the words of the great Peter Sellers, “What good is a doomsday device if nobody knows about it.”