The future is digital and everything else needs leaving in the past. That’s the mind-set of many people in business and marketing, but is it true? It’s obvious that the world is relying more and more on the internet and web-based services, but that doesn’t mean there are no rewards to reap from traditional print marketing. On the contrary, print media could be just the tactic your start-up needs to succeed.
To explore this idea further, Where The Trade Buys, a specialist supplier of print products including roll up banners and outdoor banners, has looked into how start-ups can thrive using cost-effective print marketing strategies — and why they should.
What’s the difference between print and digital marketing?
When you can send and receive an email in a second and reach millions of people with a simple upload, it’s no shock that many in business assume that digital is the way forward. For this reason, companies believe they have the best chance of getting their marketing message to their audience on social and digital platforms. However, only 20% of users click on any online banner advert. Bearing in mind that most of this 20% won’t even convert into a sale, is it worth paying the competitive price for the digital space? What about print media? If you also consider that 63% of UK adults still read magazines (according to YouGov) and only 10% regularly read these online, maybe digital isn’t so perfect after all.
34% of all printing is for advertising and marketing products like event programmes and tickets, while 30% is for products including newspapers, magazines and brochures. While digital has its advantages (such as speed and global reach), print marketing has longevity, experience and a glowing track record for being successful — when done properly.
Capitalising on print marketing as a start-up business
Of course, having ample funds to drive a profitable marketing campaign is crucial for companies, but there’s also another obstacle to bear in mind when you launch your campaign. There are about 80 new businesses launching in the UK every hour, according to a report by StartUp Britain (a national, government-backed campaign), so you need your strategy to be cost-effective as well as able to outdo the fierce competition. Luckily, there are several techniques that you can utilise to make your print marketing campaign a success on a budget.
Is direct mail the print marketing campaign for your business?
Direct mail is a massively popular form of print marketing in the UK and you can capitalise on this trend with minimal cost. Sometimes referred to as ‘junk mail’, this is an often-overlooked piece of print marketing that can work wonders for start-ups. Indeed, figures suggest that the term ‘junk mail’ is a serious misnomer. In 2009, direct mail accounted for 10.7% of the UK’s entire advertising expenditure. Also, in 2015, more than 2.5 billion direct mail coupons were exchanged and 54% of consumers that were surveyed revealed that they’d be happy to get direct mail from brands that might interest them.
These positive figures in favour of print marketing look even greater when compared to the digital world. For example; research shows that we open 80-90% of direct mail, but only 20-30% of emails. Clearly, this is a win for start-up companies looking to get their message across to potential new consumers.
Is the brochure the print marketing campaign for your business?
A glossy, well formatted and perfectly written brochure can do wonders for a start-up company. Just as long as you have made sure that your branding is clear, your message stands out and your style is attractive. Don’t fall in the trap of cramming your brochure with droves of details. Remember; you’re on a budget and don’t have many pages to play with (we suggest sticking to 8-12). So, the goal is to encourage consumers to act, not take up an hour of their time reading.
If you’re designing a brochure on a budget, keep these key factors in mind:
- Header: grab the reader’s attention.
- Clear layout: don’t make your brochure difficult to decipher or unattractive.
- Unique selling point: make your brand stand out.
- Call to action: guide the reader into contacting you to improve your chances of a conversion.
- Brief and informative copy: get to the point, include only necessary details and don’t bore the reader.
- Accurate: check that your content doesn’t contain spelling or grammatical errors before it goes to print.
Deciding on how many brochures to order is tough. You don’t want to run out, but you don’t want to waste limited funds. The more brochures you order, the less you pay per copy, but there’s no point in ordering stacks if you know realistically that’s not what you need. So, make sure you utilise your budget wisely.
So, does print trump digital all the time when it comes to marketing? Not necessarily. Admittedly, digital marketing has speed and range on its side, but print marketing exudes a sense of focus, effort, consideration, and professionalism that is hard to match on the web. If you run a start-up, print marketing is a profitable way to boost your brand and transform your business.