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Your 5-Step Guide to Impactful Print Marketing

Your 5-Step Guide to Impactful Print Marketing
July 7, 2020

The best approaches to marketing are multi-faceted, with your eggs spread out across numerous baskets. You want to be uniting various techniques under a comprehensive umbrella of value.

Think of your business as a table, whose legs represent your outreach channels. With only one or two legs, your table won’t stand, right? But the more legs we add, the more stable your table becomes. Likewise, your brand derives strength from each promotional strategy you implement.

When we take a close look at the different kinds of “legs” of marketing, it turns out that print advertising is still one of the strongest. Even in this digitally saturated world, print campaigns enjoy open rates 5 to 9 times greater than email, paid search, or social. Another study found 37% higher response rates and a 92% preference among the emerging young adult demographic.

Point being: Print is alive and well. And it can be the key to unlocking your marketing potential.

But what does a successful print campaign look like? Let’s break it down:

1. Do your homework

First thing’s first: Who is your target audience? You need to identify your most valuable prospects and figure out what they will respond to.

From there, we can tackle some crucial follow-up questions. For instance, what’s the scope of your desired campaign? Are you eyeing a local trade show or aiming to contact corporate partners nationwide? Or how about physical form - are you mailing brochures, distributing flyers, or hanging banners?

Those are just a few drops in the bucket of careful planning behind every successful print campaign. Without them, you’ll waste precious resources and wind up lost in a sea of competing ads.

2. Stand out from the crowd

How can your marketing mailers defeat attention overload? It’s simple - with uniquely creative direct mail pieces that’ll catch eyes and demand a second look.

At Red Paper Plane, our not so secret sauce is unparalleled attention to detail. We consider ourselves to be in a fully committed relationship with high-quality design: From image resolution to color palette to structural integrity and everything in between.

For more on how to present your brand in a way that’s sure to drive response, we’re happy to send you our Free Sample Pack.

3. Remember - content is king

Looking pretty is nice, but it means nothing without well-written content to back it up.

So make sure to invest in a capable copywriter - whether in-house or external. Because you don’t want your brand reputation to be one of incorrect grammar, poor word choice, syntax issues, or jumbled narrative flow.

Rather, you want text that concisely presents your value propositions and calls to action in an endearing, industry-appropriate tone.

4. Spell out the next steps.

Speaking of the call to action, make it as easy and enticing as possible.

Your prospects should come away from your custom mailer with a precise understanding of how your product will help them as well as clear follow-up directions. That can entail a number to call, website to browse, social media page to follow, local store address to visit, etc…

Whatever it is, remove all doubt and make it obvious.

5. Keep an eye out and adapt.

If your print campaign isn’t drawing enough response, don’t be afraid to pivot to something new. Monitor the situation, modify your strategy, and repeat.

Perhaps that means changing your collateral, trying a new distribution channel, or even switching demographics. It may feel drastic, but in this game of marketing, you need to be willing to adapt based on your trials and errors. That’s the only way businesses (and people!) can evolve.

Final word: Let’s take your creative direct mail to the next level

It’s what we at Red Paper Plane do best, and we’d love to prove it to you!

In fact, we’ll follow our own advice and provide you our contact number: 860-469-3200. Give us a call! We’re always ready to discuss how your next print campaign will deliver a skyrocketing ROI.

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