The decline of newspapers and magazines in the digital age might have led you to believe that print is out of date, but these changes have opened up new opportunities for marketers. Print now has the ability to offer personalized messages at scale, catering to a market that is seeking out more personal interactions.
As a result, businesses are turning to print in an effort to connect with their customers. They still rely on business cards and brochures at events, but they also produce postcards, catalogs, and coupons to distribute to their customers. Many of these pieces feature a QR code that directs readers to a website, special offer, or other digital asset. This helps bridge the gap between physical and digital content, and it allows marketers to track engagement and conversions.
Unlike the ads that flash across a customer’s smartphone screen, a print piece stays with a customer long after it has been picked up or discarded. This gives the marketing message more of a chance to leave a lasting impression, which is why it’s important that it be well-designed and targeted to the right audience.
Studies have shown that people read printed material more slowly and deliberately, which aids in comprehension and retention. It is also easier for them to focus without being distracted by notifications or other digital content. This can lead to more attention from the reader, which may lead to a higher response rate than an online advertisement might.
It’s been a standard practice to include special vouchers, coupons, or discounts in flyers, leaflets, catalogs and other printed materials since the dawn of marketing, and it continues to be a powerful way to generate leads and sales. Tracking the success of these campaigns has historically been difficult, but recent technology advances make it possible to measure how effective print marketing can be.
By tying each printed piece to a unique point of contact, like an email address or phone number, it’s easy to track how effective a campaign was. Bundling traffic from multiple sources will muddy the results, so it’s important to have a dedicated line of communication for each campaign.
Another simple but effective tracking technique involves using CTAs to direct the reader to a website landing page correlated with the specific print campaign. This can help eliminate a lot of muddied data from mixed sources, and it will let you know how much each individual piece was responsible for driving. By measuring the uniqueness of this traffic, you’ll be able to calculate metrics like cost per acquisition or customer lifetime value to understand how well your print marketing is working for you. Whether you need a simple flyer or a full-scale campaign, a printing company in Orlando is ready to help, so don’t hesitate to inquire for their services.