With so many businesses spending a good amount of their marketing efforts on their online presence, traditional print marketing is often overlooked and not used effectively. However, print marketing materials are a highly effective weapon in your marketing arsenal.
Print marketing is often less expensive than comparable online campaigns. Plus, advanced technology has made print media available in multiple formats. For example, variable data in print marketing campaigns can increase response rates and you can track your data with QR codes to learn which of your campaigns is performing best.
In this article, we will share ways to increase brand awareness through innovative print marketing that promotes a desired emotional response through multiple print methods.
Maximizing the Effectiveness of Print Marketing: Proper Execution
Like any other marketing technique, effective print marketing is achieved by proper execution. When it is properly planned and executed, print marketing boosts awareness of your brand. Businesses that experience branding success with print understand how it resonates with prospective customers.
Here are two important reasons to use print to increase brand awareness:
- Emotions are tied to print
Studies show print creates a powerful emotional response with customers since print (more than digital) activates the areas of the brain that process visual information. Prospective customers will “feel” more connected to your business by viewing your print ads.
- It is easier to remember
Consumers find it easier to absorb marketing messages they see on printed materials rather than digital formats. Brand awareness is largely about recall and consumers are more likely to remember your brand when they see it in print.
Print marketing and brand awareness go hand in hand as you will see in the next section.
Print Marketing and Brand Awareness
The time when brands had the ultimate power over the perception of their image is long gone. Consumers have the power in the age of social media and websites such as Google, Yelp, and Facebook. Print advertising is viewed as a top-of-the-funnel medium used to influence customers at the beginning of their buying journey.
Print can reinforce your branding messaging, establish a brand identity, and raise brand awareness in the following ways:
- It brings better marketing results
Printed ads outperform digital ads while also influencing potential customers (at least twice) during the buying journey. People prefer to save print ads for later reference so the ads influence the purchasing decision multiple times.
- It helps you address your audience directly
Digital ads can reach large audiences and target people with specific interests. However, the combination of direct mail and ads in magazines target an audience directly. The inclusion of a personalized message opens a direct communication channel with potential customers. In addition, more than 70% of people prefer direct mail over email. Plus, buying ad space in publications that reach niche audiences can be just as effective as targeted ads on social media at a fraction of the cost.
- Boosts brand recognition
Print promotional materials such as tote bags, shirts, and hats help brands create awareness about new products or services as well as the actual brand. The inclusion of a brand logo, colors, and other branding elements on items consumers use on a daily basis improves the visibility of the brand.
Are you taking the right steps to increase brand awareness? If you are not sure, find out the things you need to do in the next section.
4 Things You Should Be Doing to Increase Brand Awareness
Take a look at these effective marketing strategies that maximize awareness for your brand:
- Direct Mail is an effective brand awareness strategy because of its tangibility, memorability, and longevity. Almost 90% of consumers read direct mailings while half of these consumers say they will visit a business because of the messaging. On average, businesses experience a thirteen to one ROI on direct mail marketing to the point that direct mail can increase brand awareness by almost 75%.
- Business Cards
Traditional business cards are back in style as people once again meet face-to-face. A card with your company logo can maximize your brand awareness as modern printing technology has made business cards more attractive than ever.
- QR Codes
QR Codes improve brand awareness while using traditional print. They allow consumers with a mobile device to easily reach relevant pages on your site. Keep in mind that the easier it is for consumers to reach you, the more likely they are to take a desired action. If you want to use print marketing with QR codes in your designs, be sure your logo, website, and print advertising materials create a seamless brand experience for customers.
- Catalogs and Brochures
Catalogs and brochures with high-quality visuals provide consumers a relaxing alternative to scrolling through multiple web pages. High-quality print is eye-catching and instantly associates your brand with professional products and services. Use these print marketing tactics to get the attention of customers at the mailbox, in the kitchen or in the living room even after they have shut off their computer screen .
Brand awareness places you in front of consumers on as many platforms as possible. Seeing your brand in different places provides an air of legitimacy to your brand in the minds of your audience. Call today to start planning your next brand awareness campaign.
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