Put your Print to Work
Every small business owner knows that the money spent on marketing is extremely important and needs to be WELL spent. The “ROI” or return on investment needs to ensure success and business in return. No one wants to spend money on a marketing campaign that doesn’t produce results. That’s why it’s important to plan well on your marketing/advertising campaign to ensure success and to ensure success that your brand effectively gets noticed.
It is tempting to only focus on digital marketing. It’s mostly free and does get attention. But if you only do that – you are missing a big piece of the pie. Here are a few “Did you know?” facts that are important to consider:
- Did you know that up to 90% of mail gets opened verses 20 – 30% of email?
- Did you know that per USPS, 98% of people check their mail daily and American’s spend upwards of 30 minutes with their mail on a single occasion?
- Did you know that 9% of US respondents say that they enjoy getting mail from brands about new products?
- Did you know that 73% of American consumers say they prefer being contacted by brands vs direct mail because they can read it whenever they want.
These “did you know” facts are impactful and truthful and any small business will see a large ROI if they combine BOTH digital and print marketing.
Digital marketing is oversaturated and noisy. Millennials need a break from screens and they have learned to block out digital ads. They crave something tactile and appreciate a quality print marketing piece. If you want to reach the attention of a consumer, include print marketing in your small business budget.
Did you know that print is one of the most important ways you can create brand consistency? Creating a consistent brand strategy is extremely important to a small business. When you hand out a business card or a brochure or mail a postcard or hand a banner outside your store – it helps you enforce your brand and it all needs to match. This is also important for the audience that is not engaging with you online. Remember that keeping a clear and unchanging logo, colors, business name and a clear message of what you do will make your brand recognizable and will build a loyal customer following.
Your Digital Data working for YOU!
If you have been focusing on a digital marketing campaign, it’s very likely that you have a client list. This can be leveraged for personalizing a direct mail piece. Using variable data allows you to adjust your direct mail marketing so it’s customized and personable. No one is paying attention anymore. Everyone is too busy burying themselves in smartphones, TV’s and laptops. If you want to grab a customer’s attention – do it by creating more attention grabbing direct mail pieces to appeal to your target market.
The Card – Yesterday and Still TODAY
Business cards are no less important today than they were centuries ago. With so much going on in today’s world, some might agree that the business card is more important today than ever. Think about it – when you hand someone a business card, you are making a personal connection. This can’t happen with an email or online chat. It’s equally important that your business card makes a great first impression and tells the story of your brand. Ask yourself these questions: does your card tell a story or give a message of what your business does? Do the colors and logo go along with your story? Does your design grab attention and create conversation? Is your card printed on quality paper and professionally designed? If so, than your card reflects your business well!
A brochure is an excellent way to increase brand awareness. It’s as valuable as the business card but can do so much more for you as it can include store hours, client testimonials, and a portion of your company’s history and details of the products you offer. A good way to think about a brochure is to consider them as a mini version of your website. We encourage you to include a QR code to make it easy for someone to go straight to your website.
Getting a customer’s attention is the biggest challenge for a small business. No one can use you if you they don’t know your exist. In the crowded digital space, use print marketing to get attention. Put your print to work. Stand out from the crowd and get the attention your business deserves.