Print is dead? Far from it; it’s not even dying, print is growing and a critical component to a successful marketing campaign. Print is the sensory, tactile complement to the, popular, digital-message world—and in some cases, acting as the driving force behind a digital experience through the use of personalized URLs, AKA - "purls." And when used correctly, the print component can even be the shining star in the marketing matrix. So let’s talk about how to bring your campaign to the next level.
How many ideas and solutions to your most complex marketing problems can be generated from ink and paper? You’d be surprised! As you’re assessing your next print campaign, remember to give your print partner the same level of background and preparation you would give your design team, your copywriter, your client. The right print partner should ask most – if not all – of the following questions:
· Who is the audience?
· What information/data might be available on this audience?
· What are the goals of this campaign?
· Is there a call to action?
· How can this message be transformed from ink and paper to a practical and effective marketing tool?
These are the questions that can lead to elevated ideas and solutions beyond the, “would you like to buy some printing” broken record.
What other qualities should you look for in a printer? Memorizing colors and brand guidelines should be a given. A next-level partnership will include knowing the target audience, and the ability to comprehend how to trigger a response.
Have you considered consulting with your printer before even developing your creative concept? Try it! When your print partner understands the marketing goals and is empowered to co-develop ideas or solutions to meet and exceed your goals, great things can happen. Print is marketing, and a great printer will be marketing focused and results driven.
One message, personalized for everyone on your mailing list. Three dimensional ink that creates tactile sensory overload. A solution that allows more data to be collected on a target in a single month versus an entire year. When you share all the info with your creative partners, you’ll have more time to market than manage. And that leads to better ROI, efficiency and peace of mind.
Print is far from dead, but rather reborn, and this is the revolution. Hopefully, I’ve given you a bit more to think about from this side of the ink cartridge. If you have any questions, feel free to reach out to me at firstname.lastname@example.org. And stay tuned for more of my best tips for printing success; a future blog post will dive into the importance of target data: collecting it, managing it and putting it to use.
-Drew Smith, Arnold Printing
Special thanks to Arnold Printing, which supplied the beautiful programs you enjoyed at the 2016 Blacksmith Awards.