How to Use Print in the Marketing Mix

“Print is dead.”

“Social media is the new phone call.”

“QR codes will make business cards obsolete.”

Really?

Do you see this happening?

Or is it just media hype?

We all know how much our world has changed with technology, but there are plenty of tech fails that didn’t take off.

Print might not be in the same place as it used to be, but what business is? What’s happening is a change in the industry, and that’s the same for most businesses, even those in the digital space.

Print is still a very prominent part of the marketing mix. Marketing needs to be varied and it needs to be something people see everywhere they go. Print adds to your marketing; it’s not being pushed out of it.

The great thing about print is the way in moulds into your digital marketing plan and actually makes it more effective. Print introduces, explains, promotes, reinforces and adds to your marketing like no other channel can.

Here’s how print fits seamlessly into your marketing mix…

Print can be used as an INTRODUCER

When you’re trying to build your business then marketing and outreach is a great place to start. Print can really help you at this stage and it always has done for many businesses.

When you go networking a business card is still the most obvious thing to exchange. Sure, you can scan a code on a LinkedIn profile, add each other on Facebook, or swap numbers by dialling each other, but a business card is still the number one exchange that we see when we’re at networking events. It’s simple, and we don’t think business cards will be replaced for a long time, if ever. People like to take something away with them that they can refer back to. You don’t get that by connecting on an online portal.

Print can be used as an EXPLAINER

Brochures can also be a great item to bring in at this stage. Brochures tell your audience more about you and about your business and help you to stay ‘on script’.

It’s simple really: how easily can you relate what you do in a business networking conversation or meeting? Do you waffle or go off track? Having a brochure helps you to explain what you do and also show exactly what you do with a pre-organised structure. Readers can flick to the appropriate page, and can see visuals to help their understanding. You can show them how a finished product will look, or you can describe how something works with imagery or diagrams.

Print can be used as PROMOTER

Digital marketing is great and ads on Facebook or website content really has shaken up the market over the past few decades, but they should be used alongside printed materials. Promoting your business or sales or offers with print through the post or in special areas at networking events or expos is often very powerful.

The doorstep might just be your new newsfeed and the letter box could well get more ROI than those clever digital ads. The online world is swamped and the leaflet could help you here. Got a sale or special offer on? Use printed leaflets promote this and go directly to the consumer through a leaflet drop or insert into other marketing. Are you solely B2B? Get your leaflets through the doors of any business park or industrial estate by having them delivered there directly.

Print can be used for BRAND REINFORCEMENT

Go to any event now and you’ll see something everywhere – smartphones. Everyone has them and now at expos or networking events the selfie is incredibly popular. How can print help you? By being in most of those photos! Pop-up displays and banners put your brand physically in front of your audience to reinforce your other marketing. Have you seen those selfie frames at events? Your message and logo can be printed on the frames so when people take photos and share them, it’ll be visible online.

We often see our clients’ banners in photos from events and when you add in leaflets, business cards and also those digital messages too, you can soon see why print is still so very powerful.

Print: It's still got a place in your marketing

Print’s place in your marketing hasn’t gone; it’s just moved on. If you’re clever with your mix and combined in your approach then print will help you stand out over your digitally-obsessed competition.

Don’t forget that print will last and impact longer in the pockets and bags long after the owner of the pocket or bag has scrolled past on their phone. People keep print for longer than a digital message and even if they keep the leaflet or business card for just 24 hours it’s over and above the short impact a digital ad will have had.

Just think about it.

Add print to the marketing mix and watch your awareness, leads, and sales grow – especially if you approach networking events with a multi-channel approach.

Print isn’t dead; it’s evolving.