Small Business to Big Year with Print Advertising
Welcome to the new year! A time for fresh starts and bright futures. Do you have any new year resolutions you are trying to stick to? Regardless of the time of year, it’s important to look forward and think about how you can better yourself and others. The same goes for your company.
How can you kick off the year right and start getting more customers? There is no doubt that digital marketing is effective, but there are also many cost-effective ways to utilize print advertising to help your business stand out. Unlike digital marketing strategies, print marketing adds another sense to the user experience: touch. You can’t touch any digital ads, and once you turn off the screen it is gone. Print ads can have more of an impact and presence for people to keep and go back to. If a promotional brochure is sitting on the counter, it can be seen several times throughout the day by a potential customer – or their friends.
Some people just prefer print media. According to a Marketing Sherpa survey, print is the most trustworthy marketing medium. This is especially true with older generations who feel more comfortable with printed media over digital media. Even millennials, who have been known to capsize entire industries, are more accepting of receiving print materials because of the nostalgic memories associated with running to the mailbox as a kid.
Print advertising isn’t just for big companies, small businesses can utilize print media without breaking the budget. Magazines, newsletters, banners, coupons, posters – the possibilities are endless. Many people believe they need to place large, frequent orders to benefit from print advertising strategies, but that is not always the case. Oftentimes, the way you choose to print your items can have the biggest impact on the final cost. The most common types of printing are: digital printing, offset printing, wide-format printing, variable data printing, and print on demand.
Digital Printing
Digital printing has a low cost, fast turnaround, high-quality prints, and the opportunity to customize your message more with variable data capabilities. If you need booklets, business cards, or mail pieces, Digital printing is your best option for receiving the finest quality product with the highest return on investment. For decades, the good old fashion letter was the dominant format in direct mail marketing. In recent years, businesses have transitioned more to postcards with shorter copy, eye-catching visuals, and QR codes that direct recipients to the business website for more information. Postcards are a great cost-effective mail piece and have a lower postage rate than standard envelope mailers and letters.
Offset Printing
Cheaper is not always necessarily better and your print advertisements can lose their impact if not printed correctly. If your business is in need of pocket folders, brochures, envelopes, posters, or magazines, you will benefit the most from Offset printing. This type of printing is when ink is transferred to a rubber sheet and rolled onto the print surface. Offset printing allows for higher quality in color and is guaranteed to make any graphic or photo stand out on paper. Magazines are a great example of offset printing, in a rapidly growing digital world, magazines can attract attention and be tailored to several different and specific audiences. Utilize magazine printing and start telling your business’ story in an engaging way.
Wide Format Printing
If you really want to make your small business stand out you can utilize wide format printing and make larger signs or banners. These are perfect for catching the attention of anyone driving or walking by your business. You can display new hours, specials, products, or just get your name out there. Wide-format printing is optimal for printing other larger materials that can be displayed at events, conferences, and trade shows. The more often people see your business, the more often they will think about it and consider you in their future purchase decisions.
Variable Data Printing
To add an extra layer of trust, you can start printing with variable data. Variable data printing, or VDP, allows you to customize your prints and change them with each print. For example, you can have a different coupon code for each customer based on how frequently they purchased from your store. Or you can personally address the recipient and include their specific information and purchase history. You can insert anything you want and have it changed for different opportunities.
According to DigitalCommerce360, 80% of consumers like it when retailers provide personalized suggestions, which can easily be done with variable data printing technology. Variable data printing examples include customized birthday cards, wedding invitations, greeting cards, flyers, postcards, and more. Whether you are printing one ad or one hundred, personalized marketing and VDP are great opportunities for small businesses to connect with their customers.
On Demand Printing
You don’t have to have a huge customer base to be able to order print advertisements either. Explore your business print options thoroughly and ask your print vendor what you can do to help save on cost. If you are using a local printer, maybe they will allow you to pick up your order rather than paying the extra fees for shipping. Or see what print-on-demand options your vendor offers that can allow you to place orders as needed throughout the year. Print on demand is a popular option for businesses who use the same print materials recurring but do not have the funds or ability to warehouse large amounts of inventory. Your print vendor can create an “online storefront” or personal login customized to your business. Anytime you need more print materials, you can log in and place the order online. The order will be sent directly to the printers, printed out, and shipped to your business. This is a great option especially if your print advertising needs fluctuate and you don’t know how many products you will need month-to-month.
Whatever method you prefer, printing advertising is a must for small businesses. It is cost-effective, engaging, and full of opportunities. Take control of the new year and start thinking of ways you can help your business grow to the next level.
