Stop the Press! How Not to Use Print

 

So, it turns out that print isn’t dead after all.

On the contrary, a recent study conducted by Royal Mail has revealed that the modern consumer prefers advertising campaigns which incorporate printed advertisements, with 51% of those surveyed saying that they prefer companies to use a combination of both mail and email to communicate with them.

The message is clear: print is back, and it’s a crucial part of any successful small business.

With an increasing number of large businesses choosing to migrate their advertising campaigns to the web, there is now much less competition for advertising space in many publications. Ro-Am Posters notes that “printed flyers have a considerably longer shelf-life than their digital counterparts, which disappear in a single click”. It then becomes clear that the large businesses loss is very much the small businesses gain.

But whilst print marketing is critically important to any small business, there are some crucial mistakes that need to be avoided if you are to make the most out of it.

It’s important to remember that spam is not just on the internet. It’s easier than you’d think for your print media campaign to become a physical version of those online advertisements which 64% of consumers have branded as “annoying”.

Here we aim to help you avoid your print marketing campaign from becoming spammy by explaining some of the do’s, and most importantly the don’ts of print marketing.

Don’t rush the design

Whilst internet ads disappear into cyberspace instantaneously, a magazine, newspaper or printed flyer can stay in houses or offices for months or even years.

But its easy to produce something which is no better than a spam email or pop-up advert.

If your advert is going to be read, or even seen, it’s going to have to be eye-catching. This means that it’s going to have to be designed well.

Factors such as the quality of the paper, the clarity of the headline and the selection of any illustrations will all impact on the way your printed ad is perceived, and, if done incorrectly, will ensure that your small business will not see the benefit of your foray into print marketing.

As Egle Vilutyte, head designer at London-based print company The Business Printers explains, “A beautifully designed flyer, printed on quality paper, with a well chosen font or appropriate illustrations will set itself apart from other marketing materials. People will hang on to it not just because it contains useful information, but because it has been designed well. It becomes a piece of art, not just a piece of marketing.”

When designing your ad, make sure to speak with a professional designer, and pay special attention to the layout and overall design of your ad. Making sure that the quality of the content matches the aesthetic quality of your ad is equally important in ensuring that your small business feels the full effect of your print marketing campaign.

Don’t just hand it out to everyone

With 56% of people saying that not only do they actually read the mail they receive from businesses, but that it captures their attention, there is little doubt that print media is among the most effective ways of getting your message out there.

However, there is much more to a successful print marketing campaign than just producing an advert and making sure it’s seen by as many people as possible.

An effective print media campaign is a selective one.

You need to be targeting. There is no point handing out your flier to every passer-by, or paying for advertising space in every newspaper and magazine imaginable.

Be selective. Determine your target audience and design your print marketing campaign around this. Or all of that time spent on designing your ad or flyer will be for nothing.

Don’t limit yourself to paper

It may not seem like it, but print media extends far beyond the more stereotypical print marketing products such as adverts, flyers, brochures or business cards.

Print media can, and very often does, count magnets, stickers, pens, promotional drinkware, keychains and even apparel such as t-shirts and badges among its ranks.

These are often to considered to be gifts and do not fall prey to the stigma usually associated with more traditional print marketing products.

Planning on attending a conference or festival? Why not give those visiting your booth something to collect the seemingly never-ending stream of flyers, brochures and business cards in? Like branded tote bags? Not only would this help you to stand out from the crowd, you could also include more traditional promotional items, like leaflets or magazines you have been advertised in.

By limiting yourself to paper, you may also be limiting the visibility of your brand.

Whilst the world of print media is by no means an easy one to navigate, spending some time and effort incorporating it into your advertising campaigns is well worth it. It could even be the difference between your small business being a big success or a simply a flash in the pan.