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Many new and small businesses seem to think that marketing starts and ends online. Of course, it’s no secret that a huge portion of promotional and advertising material exists solely in the digital world, but that doesn’t mean there are no rewards to reap from traditional print marketing.

If you need to side-step the competition and create a profitable marketing strategy, print marketing is the cost-effective answer. To help you get started, Where The Trade Buys, a printing specialist, explains why start-ups should consider print marketing and how they can make a success of it without breaking the bank.

How can small businesses succeed at print marketing?

A significant issue for start-up and small businesses is raising the necessary funds for a fruitful marketing campaign — and on top of this, you have to outdo the competition. There are about 80 new businesses launching in the UK every hour, according to a report by StartUp Britain (a national, government-backed campaign), so you want something that’s going to be cost-effective but successful. Luckily, there are several techniques that you can utilise to make your print marketing campaign a success on a budget.

Popularity of print marketing and digital marketing

Almost the entire world is connected via the internet. Social media has made advertising to massive pools of people incredibly easy, which is why many companies believe they have the best chance of getting their marketing message to potential customers if they use digital platforms. However, only 20% of users click on any online banner advert. Bearing in mind that most of this 20% won’t even convert into a sale, is it worth paying the competitive price for the digital space? What about print media? If you also consider that 63% of UK adults still read magazines (according to YouGov), and only 10% regularly read these online, maybe digital isn’t so perfect after all.

Digital marketing is clearly not flawless, if it were, print marketing would have died off years ago. But today, we can still see pull up banners and posters advertising products and services. In fact, marketing is a huge part of print. 34% of all printing is for advertising and marketing products, such as event programmes and tickets, while 30% is for products such as newspapers, magazines and brochures. So, not only does marketing rely on print, but print relies on marketing.

How to create budget-friendly brochures

Brochure marketing is all about advertising your brand and creating a message — and any company is capable of doing this well without spending lots of cash. Less text means fewer pages which equals less outgoings on your print marketing campaign. So, the goal of your budget brochure campaign is to encourage consumers to act, not take up an hour of their time reading.

To design a quality brochure, consider these features:

  • Design: should be concise and clear.
  • Call to action: make sure it’s to the point.
  • Eye-catching headline: grab attention.
  • USPs: what sets you apart from the competition?
  • Accuracy: check for spelling and grammatical errors.
  • Brief and informative: ‘need-to-know’ content only.

Nailing the design and copy is one thing, but how many brochures do you need to order? Remember, more brochures equals more expense. However, ordering more in bulk can save you money in the long-run, which means you need to work out how many you need realistically and stick to it. Nobody wants to see their cash sat on a coffee table or gathering dust in a cupboard, so make sure you utilise your budget wisely.

How to utilise direct mail to your advantage

Often unfairly referred to as ‘junk mail’, direct mail is an often-overlooked piece of print marketing that could actually work wonders for your business. Take a look at these figures:

  • Direct mail accounted for 10.7% of the UK’s entire advertising expenditure in 2009.
  • In 2015, more than 2.5 billion direct mail coupons were exchanged and 54% of consumers that were surveyed revealed that they’d be happy to get direct mail from brands that might interest them.

In comparison to digital marketing, direct mail also steals the show. 80-90% of direct mail is opened as opposed to just 20-30% of emails. Clearly, this is a win for start-up companies looking to get their message across to potential new consumers.

Digital marketing is evidently handy for quickly spreading ads and promotional material to large quantities of people. But, despite digital platforms winning at speed, print marketing has still proven to drive tangible results. Whether you opt for direct mail or brochures, print marketing can be a profitable way to boost your brand and transform your start-up.




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