When considering digital marketing, you will often want to blend it in with ‘real world’ marketing strategies such as those involving printed media. Whilst there is an apparent rise in people interacting with brands online, there is still a great deal of leverage in printed media.
What might printed media include?
Printed media can include many formats, some of which may be unique to your industry. Common formats include:
- Magazine Adverts
- Publication Features
- Outdoor Adverts
- Large Format Printing
- Exhibition Equipment
- Retail Point of Sale
You may have some of these already but may want to redesign them to align them with your current branding or to give them a fresh look.
What makes printed media successful?
There are many factors that should be considered when designing and using printed media as part of a wider marketing strategy:
- The items should be professionally branded. Make sure that your materials are very clearly from your company;
- The items should include information about your website, social media platforms, contact methods and any physical shop addresses so that they consumers can access you in the way they prefer.This way, you can keep engaging with your audiences via many different platforms;
- The items should have an attractive and engaging design. It’s got to look good;
- The items should have a specific target audience in mind. Make sure that your materials are aimed at those who are most likely to engage with your business;
- Where relevant, the items should also have a carefully considered distribution strategy. How will your target audience get hold of these materials?
Is printed media still valuable?
Printed media is still an effective form of marketing which can raise brand awareness and generate traffic. To maximise the effects of printed media, we advise that the approach is used as part of a multi-channel strategy. When created effectively, you could use printed media:
- To drive traffic to your website;
- To encourage customers to follow your activities on social media;
- To raise awareness of a particular campaign, such as a Facebook competition;
- To collect email addresses which you can use later for email marketing;
- To drive traffic to your blog.
The two types of marketing, offline and online, can complement one another. By selecting one or the other in isolation, businesses can miss out on opportunities to reach a varied audience.
This series continues with an introductory guide on public relations, so click below to read further and don't forget to go follow us at @StatementAgency to keep updated!