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Marketing
Graham Sayles analyses the role of printed
marketing material in the modern business
Does the printed word
still have value?
The emergence of digital
media, the universal popularity
of email and the rise of online
marketing seem to have rung
the death knell for printed
matter. In the rush to stay
abreast of the latest trends
and embrace social media
and digital marketing, many
companies have forgotten or
neglected the power of print.
For example, 20 years ago
the number one tool for a
new business setting up was
a printed brochure. Today, it’s
almost certainly a website, whilst
for many new companies the lure
of Facebook, LinkedIn or Twitter
may take priority over other types
of marketing and promotion.
It’s true that ignoring social
media as a marketing channel
would be a serious error. These
tools certainly have their place
and for many companies can
become a vital marketing
asset. In addition, they have
the added advantage of being
free – although the time they
take to keep up-to-date should
always be taken into account as
a significant cost factor.
A full marketing mix
However, it would be a mistake
to think that all marketing should
focus on digital/social media.
It’s certainly not the full story
and for many organisations a
more rounded marketing mix is
most effective. It’s also crucial
to identify what actually
works, as opposed to
what is getting the most
attention in the media.
Printed leaflets,
brochures and fliers – even
the humble direct mail letter –
remain powerful tools to market
and grow a business.
The good news is that the
days of having to order huge
quantities of print are gone,
as digital print makes it more
economical to buy smaller
quantities. This means that you
can adapt a flyer and create
different versions to target
different sectors. By creating a
more focused sales message,
‘niche’ marketing lets you
accurately target the types of
company or person that offer the
best prospect of a sale.
Get found by prospects
Probably the most important
thing to remember in marketing,
whether online or in print, is to
create a number of different
ways for prospects to find you.
Many customers may find you
online, but perhaps just as many
may discover you through a
leaflet or a business card.
A recent Royal Mail survey
looking into how mail, email
and digital can be combined
to maximum effect found that
57% of people feel more valued
when receiving traditional mail,
whilst 87% have been influenced
by direct mail to buy something
online. It’s certainly true that
whilst costs for direct mail
are higher than for email, the
average response rate is actually
more than 10 times greater. It’s
also much easier to get hold of a
postal address than an accurate
email address.
Print also offers a longevity
rarely achieved by email
campaigns. Royal Mail’s
survey shows that two thirds of
interested prospects keep hold
of a direct mail letter. However,
less than 10% said that they
would print out an email – even if
they were interested in the offer
or product. In reality that means
that an email flyer is highly likely
to be deleted without being acted
upon.
Take quality seriously
Of course, online presence is
important to any business and
it’s vital to have a website that
looks good and makes the right
impression. So is having a flyer
or business card, but make sure
the quality and relevance of
the content is matched by the
quality of the paper and print.
I’m always surprised that people
expect to be taken seriously after
presenting a wafer thin business
card with a yahoo address that’s
been crossed though and a new
one scribbled underneath.
For a new company setting
up, we would generally
recommend that business cards
and a website are done as early
as possible. If a company needs
a brochure, this is often better
created a little later, giving you
time to stand back from what the
company does and identify the
benefits of your offering. You will
also be able to learn from the
website in this time, noting which
pages are attracting attention
and whether any new services or
products leap out at you.
In summary, it’s a question
of using your digital marketing
to inform your print-based
marketing, and vice versa, in
order to create a number of
avenues that together get across
a unified message to target
your prospects in the most cost-
effective way.
Graham Sayles has over 15 years’ experience in the printing industry. He is
owner of Omniprint, a printing company based in Market Harborough that offers
print services for all types of business, from start-ups to large multi-nationals.
Call 01858 462 152 or visit
for more tips and ideas on
getting more from your budget.
