Although advertisers have shifted budgets toward digital channels, the fact remains that consumers still trust print media. To test this, a recent survey asked recipients about actions taken from promotions. You might be surprised to learn that print ads turned out to be the number one driver to a company’s website. In fact, print ads were the primary method that led to a purchase! Most small businesses don’t have the budget for a large sales team and marketing experts. Thus, it turns out that quality printed marketing materials may be the better investment.
Marketing materials cover a wide range of items that communicate your marketing message to customers. Effective marketing materials serve as a reminder to contact your company and use your services or products. These printed marketing materials may include business cards, brochures, presentation folders, and catalogs. However, you can think bigger than that! Signs, banners, and even billboards can be classified as printed marketing materials.
These printed materials are a tangible reminder of your business. Customers want to hold and reference marketing materials, especially about high-value purchases. You are probably familiar with the phrase, “out of sight, out of mind.” This idea doesn’t just apply to people, it applies to conversations and product information. While websites disappear from your screen, paper tends to stick around. Thus, whether you sell a high-priced or high-value product or one on the more affordable side, you want to have printed marketing materials.
Printed marketing materials create value with their staying power. These items tend to float around. Not only that, but if you’re selling a “high involvement” product, your customer will want to have that information close at hand. This can be something as major as a home or a high-priced service. The better your printed materials look, the likelier people are to keep them “just in case.”
Another value of printed marketing materials is that they can be passed around. One of the great things about marketing collateral is that they have a long shelf-life and get passed around from one prospect to another. Whereas you might see an ad on TV or online and think “oh my friend could use that,” you may forget the necessary information. However, if you happen across a brochure and know someone in the market for that product or service, you can snag it and pass it along.
Just think of these materials as additional advertising or salespeople who refer you to their friends and family. After all, it’s the printed marketing materials doing the heavy lifting! You just have to design them well.
The key to creating value with printed marketing materials is the effort you put in. The design and quality of the materials can make or break any campaign. That’s why it’s vital to choose a printing company you can trust to help guide you through the process.
Remember, the evolution of the internet and search engines doesn’t make other channels redundant. Instead, it makes people look at them differently because they are used differently by consumers. That means that you have a unique opportunity to create high-quality printed marketing materials to make a huge impact.
Print marketing helps present your brand in a communicative and meaningful way to reach a personal attention space. It can be a more engaging approach, as people physically interact and respond to the print marketing content. Our experienced design and printing team at Sprintings is ready to help your business grow with the right printed marketing materials. Reach out today to get started!
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