Print Communications: Leader of the Pack

Businesses everywhere use a variety of media to reach their target audiences. Though budget constraints will impact your plan, every marketing mix is designed to meet a range of objectives: boost sales, generate leads, strengthen relationships and build brand identity.

The choices available to today’s marketers seem ever-growing, from traditional television, radio and print advertising to a multitude of electronic opportunities including Web sites and e-mail. While each has its place in a comprehensive program, direct mail remains the most personal and effective way to reach your customers and prospects.

E-mail, for example, can be inexpensive to create and distribute. Just don’t be fooled into thinking that it’s the best or only way to market your product or service.

People choose direct mail and other print vehicles over e-mail because they are more dependable and are viewed as more authoritative. Nothing can replace well-designed print marketing because nothing else is as portable, personal or reliable.

While Web sites, another component of e-marketing, can be relatively inexpensive to create and maintain, existing is not enough. They need to be promoted so potential customers will visit them. Print communications are an excellent way to direct prospects and customers to a Web site.

When you can do it, a broad mix of media will provide you with the widest range of opportunities to communicate with your audiences and to make a lasting impression.

As always, you must determine your communications objectives to choose the most effective strategies.

5 Ways to Maximize Your Message

• Be consistent in portraying your company’s identity.
• A single graphic look and a uniform writing style add value and strength to your company’s identity in all visual media.
• Type, color and images should be consistent throughout for greater memorability.
• Use print communications (flyers, ads, brochures, direct mail) to provide support for e-marketing. Ask your customers for their e-mail address in your direct mail pieces via a business reply card or when they respond to a free gift or special offer. Similarly, with the customer information you gather online, plan targeted mailings as follow up.
• Coordinate your delivery schedules so your communications complement one another rather than compete for attention.