Wednesday April 7, 2021

To print or not?

Printed matter: letters, flyers, leaflets, posters and brochures - are they still a relevant marketing resource?

Interestingly, as I sit to write my thoughts on the value of printed advertising I have just picked up two advertising leaflets from our doormat. The new takeaway menu will definitely find its way into a kitchen drawer for future reference and the occasional lazy Friday night. But realistically we’ll probably go online to check out the latest menu when we want to order something in the future. The other leaflet is a basic flyer for a local gardening service with all the information that might be needed. This leaflet is going in the recycling bin but I have noted the name of the company. 

The growing popularity of online advertising opportunities has grown due to its targeted audience appeal with analytical stat reports, giving businesses evidence to measure the success of the campaign. Fundamentally, did people visit a website, attend an event, buy a product and engage with the business?

Large budget impactful advertising campaigns will use multi-platforms to reach their audience and each method will be part of an overall marketing strategy. This will involve a mix of targeted online plus printed material; magazines, newspapers, billboards, and posters on buses, train stations, and the underground.

We all like something eye-catching to read, ponder over and consume at our leisure. Personally, I love colourful billboards and witty advertising campaigns, especially those that adorn the London Underground walls.

As a business, you need to employ the most effective marketing method that your budget allows, be clear about the purpose of your advert, and know the best way to reach and engage with your target audience.

Inspired, clever, beautiful professional design and presentation can be key to engaging an audience and make them spend a few precious seconds looking and consuming the message, whether it's on the doormat, online, or a massive billboard.

According to stats – you have exactly three seconds to strike lucky with your audience, so you need to make an impact.

Some things in life need and warrant a carefully designed printed invitation, leaflet, flyer, pull-up banner, designed advert, or glossy brochure.

Imagine being invited to an expensive wedding via a Facebook Event post, we would wonder if the couple cared enough if we did or did not attend. Or after being shown around a beautiful new build, your potential dream home, and you were not presented with a shiny expensive-looking glossy brochure with lifestyle images, you could feel a little disappointed. We tend to expect a stylish brochure and a link to an incredible online video to showcase aspirational lifestyle choices. Any developer will want to ensure you feel compelled to sign up and commit, therefore a brochure and a well-made video would be designed to drive your desire to want to put down a healthy deposit to secure the home.

As a design business, we know there is an appetite for quality graphic design and printed material, but more thought is now being taken with the content and its prospective reach, and perceived value. And of course, we all love to watch eye-catching videos.

If businesses want people to buy into their products, services, and business, they need to demonstrate to their potential customers that they do matter and that as a business they care, by reaching out and engaging them with some eye-catching relevant content.

Advertising and marketing your business are important therefore understanding the needs of your customers and their habits will help you decide which method you use to reach them.