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Ever since the rise of digital media, people have wondered whether the end of print is near. As a company that has successfully been working in the print industry for more than two decades, we’re here to tell you that this is not the case—print is still going strong. Print media and marketing tools, such as business cards, posters, flyers, brochures, and merchandise, are not only still popular, but they are also still highly effective for targeted advertising and customer outreach. What has changed in recent years is that businesses must find clever, new ways to integrate print and digital into a cohesive marketing campaign. 

Print is Not Dead

First thing’s first, let’s, once and for all, clear up the misconception that print is dead . While it is undeniable that email marketing and online adverts have increased exponentially, there is evidence that print can be far more engaging and effective than its digital counterpart. For instance, print has a higher brand recall rate than digital media (we’re talking 77% compared to just 46%). And printed mailers generate a significantly higher response rate—as much as 30 times greater—than email.

But why is this? 

The continued relevance of print can be explained by a few things. For one, people are becoming overwhelmed by the inundation of digital ads and online marketing content they encounter every day. Whether it’s the dozens of promotional emails in your inbox or a webpage with multiple advertisers vying for your attention, the digital space is saturated. With print, however, it is easier to stand out and grab someone’s attention. 

“Print is more disruptive,” explains Tyler Diebold, National Account Executive at Printing for Less. “We’re so used to seeing digital ads that we just tune them out. When you actually receive something in the mail, you stop and read it for a second.” On top of that, print has the benefit of being tactile. When a person is holding a newsletter or brochure, they have already made a connection with it and it engages more senses than digital. This makes it easier to focus on the content at hand and encourages the recipient to read about your product or services.

And let’s not forget that not everyone is online. Certain demographics are not as connected to the digital world as others. Integrating print marketing into a broader strategy ensures these people are not left behind. National Account Executive Nathan Gardner elaborates on this: “You can miss a large demographic with online marketing. For example, older generations don’t spend as much time online, and print works well to target them.”

Integrating Print & Digital

That’s not to say that print is the only avenue for marketing. Print and digital media should be used in combination, with each supporting and even enhancing the other. Ultimately, integrating print and digital marketing campaigns strategically will ensure that all your bases are covered and that a wider, more diverse audience is being reached. 

Using print and digital marketing seamlessly means understanding what each medium’s strengths are. While both have the same goal of promoting your business, each requires a slightly different approach. For example, digital marketing is a great and cost-effective way to reach a broad audience. It is also highly adaptable, enabling you to test out and evaluate different marketing styles or tactics.

Print marketing, for its part, has the potential to be more memorable than digital because the consumer interacts with it physically. You can also target audiences with greater precision using print. For example, you can place printed adverts where they will be most relevant, such as a product info card strategically placed in retail locations, or an attraction brochure placed in a local tourist office. In short, you meet the customer where they would be most interested in your offering.

Print, particularly direct mail, is also unique in its ability to build strong relationships with high-quality leads or existing customers. Customized mailers or merchandise can show prospects your commitment to them in a real, tangible way. “Marketers are quickly narrowing down who gets which type of mail,” adds Printing for Less’s Wes Kirk. “Focusing on smaller sets of higher quality prospects and on better engagement with existing customers.”

The Key to Remaining Relevant

Today, print marketing remains relevant by embracing digital media. That means not only should both factor into your marketing decisions but they should also be unified. Fortunately, there are several ways to do this.

“QR codes are one of the best ways to drive traffic from print to online marketing,” Gardner says. QR codes printed on posters, brochures, postcards, and more provide a direct link to your business’s digital resources. From the client’s perspective, this means easy access to a wealth of relevant information about your product or service. QR codes are also trackable, giving your marketing and sales teams vital insights about potential prospects and allowing them to gauge a campaign’s success.

Another innovative way to bridge the divide between print and digital is discount codes. By including a discount code on a printed ad that can be exclusively redeemed online, you can drive potential clients from the printed page to your website and increase the potential for new sales. Moreover, people are more likely to spend time reading a printed ad if a discount or deal is involved. It’s a win-win.

The link can be made in the other direction too, with digital engagement leading to custom mailers. For example, a digital campaign and landing page can invite the user to submit their information and address to receive a free gift. The data shared not only shows the prospect is interested in your business but also enables you to vet them as a lead. From there, you can send printed merch or kits that increase in value the higher the lead quality. You can learn more about the value of printed merchandise here.

A Cohesive Campaign is a Hybrid One

In the end, digital hasn’t killed print: they are both stronger when they co-exist. Printing for Less’s Tyler Diebold sums up the importance of integrating print and digital perfectly: “A cohesive campaign is really important. Your print and digital strategies really need to speak to one another, because the best results happen when digital and print are working together.” 

Are you looking to merge high-quality printed products with your digital marketing campaigns? We can help! 

The modern world loves marketing. Well, businesses have always loved marketing but in the digital age, it seems the love has seemingly turned into an obsession as most marketing tactics have moved online. And it makes sense—a lot of us spend a large chunk of our time on social media and checking our emails, so brands will naturally try to speak to us there. That said, we also still live in the real world. We drive past billboards, we ask people for their business cards, and we see flyers in the cafes, restaurants, and events that we go to. 

Similarly, your marketing campaigns shouldn’t be solely confined to the digital realm. Doing so means missing huge opportunities to promote your company and resigning your interactions with customers to only the moments when they’re using their electronic devices.

The most effective marketing campaign strategies combine a mixture of online and offline initiatives, ensuring that people cross paths with your messaging as many times as possible, without being overly loud or aggressive. That journey starts with print, and here’s why.

Why Use Print Campaigns?

More than half of people say that they find print marketing to be the most trustworthy type of marketing. Whereas digital marketing can be easily modified according to how people respond to it, print marketing often takes a lot of in-depth research, where brands have to really spend time getting to know their customers. They also have to create and be confident in the campaigns that they deploy in print, especially because it’s expensive and time-consuming to make changes retroactively.

The result is that print campaigns tend to be carefully put together, based on a lot of background knowledge, and extra creativity. Compared to a website or email format, where brands are confined to a digital platform, print campaigns have total freedom when it comes to aesthetics.

We’re not saying that print is the only way forward—digital campaigns are undoubtedly impactful too—but that print campaigns are a springboard for any comprehensive marketing strategy. As our National Account Executive, Tyler Diebold, says “creating a multi-channel campaign that includes print is the best way to set yourself apart from others.”

Ways to Incorporate Print in Your Campaign

Nathan Gardner, another National Account Executive on the team, explains that print campaigns should be part of a larger campaign. “It’s unlikely that you’ll see a high ROI from sending one set of postcards, but if you create a list of highly desirable prospects, target them with multiple channels of marketing and send them engaging content—and you’ll see results.”

So, let’s put things into context. Say a company is targeting insurance agents in the US. They send 10,000 postcards to agents asking them to scan a trackable QR code and enter their details to view exclusive content. With this information, the company can send engaged prospects emails and newsletters, or contact them via phone. From here, they can then mail the top 1-2% of insurance agents a branded kit with printed goodies. This entire funnel gives the company a competitive advantage because they’ve invested in the best-fit prospects both online and offline and have shown their value with unique rewards.

The Benefits of Print Campaigns

There’s no shortage of perks when it comes to print campaigns. Not only can print techniques be seamlessly integrated into people’s daily lives, but they do so while also capturing people’s attention. Think of it like when you get a surprise letter in the mail—it’s not uncommon to get a letter, but when it’s personalized, it feels like the sender has really thought about you, and that memory sticks in your mind.

Tyler breaks things down further by saying that “you’ll likely catch more of a prospect’s time in a print marketing campaign.” In the over-saturated digital space, people’s attention spans are shorter than ever, and a digital ad can easily be skimmed over. A physical print item, however, demands more time. People tend to read what they have in their hands or something that addresses them directly in the offline world. Print marketing has a special way of, in Tyler’s words, “cutting through the digital clutter”.

Who Should Use Print Campaigns?

There’s enough print for everyone! In the same way that businesses across all industries can use digital campaigns, any company can tap into the world of print marketing too. Naturally, software and tech-based companies prefer to use print in tandem with multi-channel campaigns, but they generally find that their print approach really resonates with users because it’s different from what they expected.

Tyler also recommends print campaigns for companies that cater to a specific area like landscaping, restaurants, or businesses that can use local mail services to reach people in a timely manner. Additionally, healthcare companies pair well with print marketing because they can send important information directly to large groups of people, including demographics that may be most at risk but don’t go online much.

In short, a successful marketing campaign needs to make space for print. Print tactics add that little layer of care and customization that makes a brand remarkable.

So, are you ready to make strides in your print campaign? Check out our direct mail services, and discover how we can help you create an ROI-positive plan for your next marketing strategy.

Good marketing and sales strategies are characterized by a versatile, multi-pronged approach that includes print marketing, digital marketing, and branded merchandise. The question is how to use each element for optimal impact. Let’s look at how printed merchandise can level up your marketing game as well as how to find the best marketing merchandise to fit your brand. After all, everyone loves some company swag!

Why Use Marketing Merchandise?

Custom branded merchandise is a vital part of any marketing campaign and it can be used in several ways. Handing out branded gifts at events can help you attract new customers, and wearable merchandise, such as branded t-shirts and hats, can function as advertising. Where printed merchandise arguably makes the biggest impact, however, is in securing prospective clients and building client relationships that last. 

Nathan Gardner, National Account Executive here at Printing for Less, explains how merchandise can be used alongside more traditional printed media, like postcards and flyers, to encourage prospects to enter and progress through the sales funnel. “There is a place for both print media and merchandise. For example, a company could send out 1,000 postcards and then send an engraved Yeti Mug to the first 50 or 100 people that respond.”

In other words, the first stages of building brand awareness can typically be achieved with print media. And once members of your target audience have expressed an interest, you can refocus and engage with them by sending customized branded gifts. Integrating marketing merchandise into your branding strategy can accelerate the sales pipeline and show your potential customer that you are dedicated to them. 

It can also set you apart from the competition because let’s face it: receiving a gift is a treat. As Tyler Diebold, our National Account Executive says, “Packages catch people’s attention for a longer period of time, and the recipient is going to be excited and curious when they open it.” When it comes down to it, marketing merchandise is memorable and can fulfill longer-term functions more than any other type of marketing material.

Things to Keep in Mind When Ordering Merchandise

Designing and ordering branded merchandise is not quite as simple as slapping your logo onto products. It’s important to think about the purpose the merchandise will serve and to then tailor your messaging accordingly. For example, if you are reaching out to a prospective client with the aim of booking a meeting, choose merchandise that aligns with the goal. We’ve helped produce branded magnetic sand hourglass kits, which function both as a stylish office accessory and a fitting medium for letting your prospects know that it’s the perfect time to learn about or integrate your product or services. 

It’s also important to think about how you are personalizing the merchandise. “Each company should be making sure that the package relates to their branding and messaging,” explains Gardner. “Your merchandise needs to align with the rest of your brand.” At the same time, you should ensure that your branded gifts—which cost more than printed media—are reaching people that have already started to engage with your brand.

Perhaps the most important thing to remember is to be original. You don’t want your merchandise to be forgotten amongst a stack of other promotional goods. Interactive gifts or kits are a reliable way to charm the recipient and create a dynamic experience. 

Some Popular Merch Options

Your imagination is the limit when it comes to custom marketing merchandise. But we do have a few suggestions if you are looking for inspiration. To start, there are classic options, like branded t-shirts, pens, mugs, magnets, hats, and drink koozies. These types of branded merch are practical and functional. People are likely to hold onto and use these items. Most of these products also have the added benefit of providing free advertising for your company. The risk with popular merch, however, is that they can get lost in the fray of other promotional items.

We, therefore, suggest thinking about a more interactive approach when it comes to your branded merchandise. For example, if you are giving a branded mug, think about pairing it with a bag of coffee or tea. Branded DIY projects—think a wooden airplane kit—give recipients a unique and memorable experience and can be accompanied by clever and evocative messaging, like “let’s soar to success.” Of course, that’s only the tip of the iceberg, from wearables to games to homeware to food—there are plenty of products that can be customized with your brand.

Some of Our Favorites

We’ve worked with many clients over the years, so we’ve seen our fair share of custom merchandise campaigns. While each of them has had its merits, there are a handful of projects that have particularly stood out. (It’s worth pointing out that if we remember these campaigns, the recipients of the merchandise surely remember them too!)

Tyler Diebold highlights a Printing for Less client—a security company—that has branded golf kits. “They send out a tin with branded golf balls and a driver head cover to people they want to book a meeting with. Because it’s a security company, the messaging is centered on ‘keeping your team out of the rough’, and ‘focusing on birdies, not breaches’. They also offer the recipient a free driver if they schedule a meeting with the team.” Thanks to its originality and effective messaging—not to mention its incentive structure—the golf kit campaign has been a big hit.

Nathan Gardner recalls a client in the software sector that sent out NERF guns to C-level executives with a set of target cups. “Each cup featured common problems that could be solved with the company’s software,” he recalls. “You would never think that sending a NERF gun to an executive could work, but it did by catching people’s attention.” Nathan sums it up well: when it comes to custom merchandise he says, “the weirder the better.”

Discover our merchandise printing services

In the end, branded merchandise can have a big impact if it is used strategically. At Printing for Less, our package printing, laser engraving, and pad printing services take your custom marketing merchandise from idea to reality. If you want to integrate high-quality merch into your marketing or sales strategy but aren’t sure where to begin, get in touch with us at info@printingforless.com. We’re happy to help!

Does your company include poster marketing as part of its advertising strategy? If not, you’re missing out on a huge opportunity to grab your audience’s attention and turn prospects into buyers. 82% of consumers trust print ads like posters over other forms of advertising when making a purchasing decision. Let’s explore how your company can start incorporating poster marketing as part of its print strategy. 

Poster Marketing and Print Strategies 

If you want to increase sales, potential customers need to interact with your brand multiple times. In fact, it typically takes seven interactions before a prospect makes a purchase. Utilizing poster marketing along with your other print strategies like newsletters and direct mail helps to increase the number of interactions customers have with your brand. This builds brand awareness and trust, and ultimately improves sales. 

Melanie Handl, Printing for Less’s Team Lead, notes that combining poster marketing with other print marketing materials increases the ROI for both strategies. 

“If you want to make sure your poster message really hits the target group, you should send a postcard to the same demographic or area that your posters were displayed. Having your advertisement appear in front of your target audience in a couple of different ways can help solidify the message and increase the ROI on both pieces.”

Since 77% of consumers make purchases based on the brand, developing brand awareness should be a top priority for companies. By combining poster marketing with your current print strategies, you can increase the number of interactions prospects have with your company, boosting that all important brand awareness.

How Poster Marketing Works in a Digital World

We live in a digital world, so it’s no surprise that online advertising is essential if you want to attract customers. But that doesn’t mean you should ignore print. In fact, poster marketing can help you drive traffic to your online platforms. 

Including your company’s handles on posters lets customers know how they can find you on social media. You can also use posters to promote a unique hashtag, encouraging viewers to interact with your brand online. 

Interested in promoting a key landing page or sign-up form? Add a QR code to your poster that directs viewers to the target page. Using poster advertising alongside digital advertising adds memorable touchpoints to the customer journey, helping your brand stand out from the rest. 

What Does Successful Poster Marketing Look Like?

So now you understand the importance of posters in advertising, awesome work! But how do you create one that will catch your customers’ attention? Below we’ve outlined our top strategies for designing a poster that creates a buzz. 

Keep It Simple 

While you may be tempted to use intricate fonts and detailed designs, save the complicated illustrations for a different advertising medium. According to Printing for Less’s National Account Executive, Nathan Garder, simple is best when it comes to poster marketing. “You want posters to look visually appealing without looking cluttered. Less is more. Customers may only give a quick glance, so you have a very brief moment in time to catch customer attention.” 

Stay Consistent 

To make the most of your marketing campaign, it’s important to use poster advertising alongside other marketing strategies like social media or direct mail. But you need to keep a consistent brand image across all channels. This means using similar visuals and messaging in all your ads. Doing so will make it easier to recognize your brand and you may see a spike in sales. Brands that maintain a consistent brand image increase revenue by 33%. 

Choose The Right Location

A catchy slogan and bold design won’t do you much good if your prospects can’t see your poster. That’s why it’s important to display posters in highly trafficked areas amongst your target audience. 

Before you pick your poster’s location, think about where your customers spend most of their time. If you’re targeting young adults, hanging posters on a college campus could be a great idea. If you’re targeting families, consider placing posters in  shopping centers or at businesses near schools.  

Make It Readable

Chances are your target audience isn’t going to closely examine your work like it’s the concert poster of their favorite band. So it’s important that your message is easy to read from a distance. Rather than trying to cram an entire paragraph onto your ad, focus on a strong statement or attention-grabbing headline. You’ll also want to use a simple font that’s easy to read. The two most common font styles used for posters are Serif and Sans Serif. They each offer a different look and feel, but either style can work for poster advertisements. 

Don’t Forget Your CTA

If you want to maximize your ROI, it’s important to include a strong call to action (CTA) on your poster. A CTA will let viewers know what action they need to take to continue interacting with your brand. When crafting a CTA, choose action words that engage your audience. Examples of action words you could try include are:

• discover 
• share
• explore
• learn

Use a Quality Commercial Printing Partner

At Printing for Less, we implement high-impact print marketing strategies to help get your brand noticed.  We want to help you create posters that will grab your prospect’s attention, that’s why our products use premium paper and arrive at your doorstep in well-protected packaging. Whether you need a single large poster or several thousand, we’re excited to work together to bring your idea to life. 

If you’re interested in learning more about how we can help your company create a captivating poster shoot us an email at info@printingforless.com. We’d love to connect.