It might be tempting to focus all your marketing efforts online with the world becoming more and more digital. But smart businesses know that print marketing remains a powerful tool for building brand recognition. When people can physically touch and feel your marketing materials, they form stronger connections with your brand than they might through fleeting digital impressions.
Why Print Marketing Still Matters
Print marketing materials have staying power. A well-designed brochure might sit on a potential client’s desk for weeks, while an email can be deleted in seconds. Research shows that people typically retain information better when they read it in print rather than on a screen. This improved recall means your brand message has a better chance of sticking with your audience.
Beyond retention, print marketing offers something digital often can’t…tangibility. There’s something special about holding a beautifully printed piece in your hands. It engages multiple senses and creates a more memorable experience.
Effective Print Marketing Strategies
- Consistent Branding Across All Materials
Every piece that leaves your printing services provider should reinforce your visual identity. This means consistent use of:
- Your logo and tagline
- Brand colors and fonts
- Key messaging and tone of voice
- Design elements that make your brand recognizable
When customers see the same visual elements repeatedly, they begin to recognize your brand instantly, even before reading a word.
- Direct Mail That Stands Out
Direct mail might seem old-fashioned, but it’s experiencing a renaissance. With fewer companies using it, your mail piece has less competition in the mailbox. To maximize impact:
- Use unusual formats or dimensions that stand out
- Include personalized elements relevant to the recipient
- Add texture with special finishes like spot UV or embossing
- Include a clear call to action with tracking mechanisms
A creative direct mail piece that arrives at the right time can make a lasting impression that digital ads simply can’t match.
- Business Cards That Work Harder
Business cards remain the most common form of print marketing, but too many are forgettable. Upgrade yours by:
- Using thicker stock for a premium feel
- Adding useful information on the back
- Incorporating unique finishes or shapes
- Making them functional (appointment reminders, mini-catalogs)
When someone keeps your card because it’s useful or interesting, your brand stays with them longer.
- Branded Environments
Think beyond paper to create immersive branded experiences using:
- Retail signage and window displays
- Trade show booth graphics
- Office décor and wall graphics
- Vehicle wraps and fleet branding
These larger-format print applications help your brand occupy physical space in the world, increasing visibility and recognition.
Integrating Print with Digital
The most effective brand strategies don’t treat print and digital as separate entities. Instead, they create seamless experiences:
- Include QR codes on print materials linking to digital content
- Use personalized URLs (PURLs) on direct mail pieces
- Maintain visual consistency between print and online materials
- Reference your print campaigns in your digital channels
When print and digital work together, they reinforce each other and create multiple touchpoints with your audience.
Measuring Print Marketing Success
One challenge with print marketing is tracking results, but there are effective methods:
- Unique phone numbers or extension codes
- Custom landing pages for each campaign
- Promo codes specific to different print pieces
- Follow-up surveys asking how customers heard about you
These tracking mechanisms help you understand which print strategies are driving brand recognition and engagement.
Finding the Right Print Partner
Not all printing services are created equal. Look for a provider who:
- Understands your brand standards and respects them
- Offers consistent quality and color matching
- Provides samples and proofs before final production
- Can advise on cost-effective solutions that don’t compromise quality
A good print partner becomes an extension of your marketing team, helping you create materials that truly represent your brand.
Conclusion
In a world where digital impressions are fleeting, print marketing provides tangible connections with your audience. By creating high-quality print materials that complement your digital presence, you can build stronger brand recognition that lasts. Whether through direct mail campaigns, premium business cards, or branded environments, print helps your business occupy physical space in your customers’ lives and in their memories.
Contact us with any of your printing needs!
For more helpful information check out our blog at: /advice-from-the-printer/
And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com
