Is Print Still in the Mix?
Did you attend any digital conferences in 2013?
We’re sure you did. And We’re sure that every presenter was discussing the latest and greatest way to digitally connect with your audience. Its true- the possibilities of multimedia are endless. But digital is only one aspect of a successful multichannel marketing campaign. The other has been around for literally thousands of years.
That’s right, folks—print is here to stay. It’s not a matter of print vs digital. You should be using both channels cohesively to ensure that you are reaching every touch point in your marketing cycle. For instance, digital media gets a high reach, but it won’t help you when you meet a potential customer face-to-face. A well-designed print brochure will do the selling, freeing you up to spend those precious few minutes making a personal connection with your new customer.
Here are just a few ways printed materials remain the “weapon of choice” for smart communicators:
Supporting complex sales. Before choosing a product or idea, today’s clients typically consult with multiple stakeholders. And you probably won’t be in the room when they do. Nothing works better than a well-designed brochure to present your branding and messages in the format and order that you would have presented them yourself.
Reaching the offline customer. Contrary to popular belief, not everyone is online, all the time. Examine the demographics of your patients. Print is still the go-to resource for patients who are technologically challenged by economics, age, education, geography or other factors.
Respecting “me time”. With printed materials, your readers can absorb your information at their own leisure—away from the distractions of the “connected” world. Don’t let this lull you into thinking you have more time to make your point. You still only have a few vital moments to captivate your reader. Stunning visuals and a concise layout will grab their attention.
3 Rules for Winning with Print
Here are some tips to help you create a brochure that generates attention, grabs your audience’s interest, creates desire and motivates them to take action.
Know your customer. Your message will only gain attention and maintain interest if it is relevant to the reader or their customers.What are they interested in? Ask your sales force—they know your customers best. See what your competitors are doing. Once you settle on the message and approach, consider a split run. Create different versions of one brochure with graphics and headlines that appeal to multiple demographics. Today’s digital printing options make this easier and less expensive than ever!
Cut the chit chat. Use visuals wherever possible. Photos, testimonials, images, graphs and increasingly popular infographics are more likely to attract brief attention spans than long runs of detailed copy.
Include a call-to-action. Every printed brochure, flyer, post card or other tool needs one of these. Email for more information…visit our website to register…ask how you can lower dosage to one pill per day…contact your Account Manager today to set up an appointment. In short a call-to-action invites somebody to do something.
Contact Creative MediaWorks today to learn how print can play a key role in your marketing and communications efforts.
In upcoming blog posts, we’ll be diving deeper into layout and design to take a look at some tips and tricks that you can use to get the most out of your content. Keep checking in; and if you haven’t joined our e-mail list, click here to sign up.