Revive Your Brand in 2018 with a Printed Marketing Campaign

Your brand is the identity of your business. How your clients and customers perceive your brand will directly influence the number and value of sales that you can make to them. The process of increasing awareness of your brand is known as marketing. In the modern age, a proportion of your marketing will be done online, but that doesn’t mean that printed marketing has been superseded. There are two main ways that you can use printed marketing to revive your brand: direct mail and advertising.  

Direct Mail – Targeting Existing Clients

The Communications Planner at Royal Mail, Tod Norman, believes there is an exciting future for direct print marketing. He highlights the significance of restrictions being put on direct email marketing by the GDPR legislation that will come into effect from May of this year. He also thinks technology will continue to be important:

“The application of marketing technology to the print sector – from programmatic mailings, enhanced personalisation and innovative new materials – is already reducing the speed and cost of mail while adding new creative opportunities.”

At Colour Print, our digital printing technology can be used to personalise your direct mailing. Rather than sending the same information to every client, you can tailor that information based on your knowledge of their preferences. People also respond better to information that is addressed to them – figuring that it has been prepared with them in mind – than to a generic ‘Dear Customer…’ Research conducted by the website allcolourenvelopes.co.uk has shown that people are more likely to open a coloured envelope than a plain one. So opt for a vibrant colour when devising your direct mail campaign. Apparently Canary yellow was the colour most likely to be opened. Makes you wonder if they conducted their test in Norwich!

Advertising – Targeting Potential Customers

Getting information to customers who are (as yet) unfamiliar with your brand requires a different set of techniques. Advertising in relevant print media (trade magazines) is a great method of getting your brand noticed by those who will be interested in the products and services that you offer. Printing informational materials in the form of leaflets, brochures and catalogues for distribution at trade shows will get your brand out there and noticed by the right people.

The Prestige of Print

Printed marketing has a prestige that digital marketing lacks. Most people will open an envelope that is addressed to them. However, we all delete dozens of marketing emails every week without even looking at them. When browsing the internet, people can download software to a computer or smartphone that blocks adverts. There is no equivalent to AdBlock for newspapers and magazines. 

Marketing is about getting your brand seen by the people who are going to spend money on your products and services. By addressing customers that have spent money with you before and by advertising in periodicals that are read by your prospective client base you will be achieving your aim of refreshing your brand in the minds of the paying public. Make that your resolution for 2018 and you will quickly see a return on investment.

We have high hopes for 2018 and we’re looking forward to working on printed projects with customers new and old. To get in contact with our print consultants, call us today on 01603 488001 or email sales@col-print.co.uk.

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