Social media and other newer marketing technologies get a lot of attention in the marketing world these days. We’re often told online marketing is the way to go, and the most important part of a modern marketing plan.
The fact is, not all businesses run just online.
Most of us still have storefronts or bricks-and-mortar locations where we actually interact with customers. And that means printed materials still have a tremendous impact on what our customers do.
Take, for example, a study by Canada Post that showed the probability a customer will come into your business increases by 37 per cent when they receive printed material targeted to them.
When I say “printed material,” I’m referring to just about anything printed on paper, so long as it’s appropriate to the customer you’re targeting.
“Appropriate” means describing the value your customers receive from doing business with you, not simply stating how wonderful you are.
Do you have printed material at your location so waiting customers can read about the value of the additional products/ services you provide?
If they’re making a big-ticket purchase, do you have customized brochures you can print on demand for them to take home with them?
If you’re a restaurant, does your takeaway menu have a coupon that gives your customer a special price on an item the next time they come in to eat?
Do you send paper invoices? Why not include a prominent marketing message?
Any time you have an opportunity to give somebody a piece of paper, whatever it is, that piece of paper should include some sort of marketing message.
It doesn’t have to be blatant. Sometimes a simple customer testimonial is all you need.
And remember, colour is more effective than black and white.
It catches people’s eye and helps connect with their feelings and emotions. Research has shown that colour improves brand recognition by over 75 per cent, helps sell up to 80 per cent more and makes people more likely to pick up the piece.
Does having high-quality printed material mean you should scrap your social media marketing strategy? Definitely not. It just means you can still benefit, and even grow your customer base, by using well-planned printed materials.
It’s worth considering.
AGS Business Systems has been providing office technology to Vancouver Island customers since 1976.
Don Linder can be reached at (250) 756-5611 or firstname.lastname@example.org.