When most companies think about marketing in 2019, they consider their website, social media channels, email, or search engine advertising. These are all very effective options for marketing your business as they provide easy ways to reach your customers and also track the success of your campaigns.
However, due to the massive popularity of digital marketing, print marketing is often overlooked. One reason is the discrepancy in cost. While digital marketing can be very cost effective, print marketing comes with the extra costs from the print vendor as well as shipping.
Print marketing also comes with its advantages. While there is greater competition for attention in the digital marketing space, since few businesses are using print, it is more likely that if done well your campaign has a great opportunity to stand out. Tangible items can also elicit a more emotional response than an email or social media post as they appear more important and valuable and therefore can be more memorable.
Tying your print marketing pieces to your social media channels, website and landing pages provides not only makes a powerful impact that engages your potential customers, but also provides the opportunity to use analytics just as you can with your online ad campaigns. Some options for this are:
Create a Specific Landing Page
An easy way to track the success and ROI of print marketing is to add a call to action that leads to a dedicated landing page on your website. Whenever your custom page receives traffic, you’ll know it’s coming from print efforts. Make sure you give your audience a good reason to check out your URL by providing a compelling offer or call to action.
Use QR Codes
Not only do QR codes drive traffic to your landing page, they can store data, location, and text. This means, by including QR codes in your flyers, business cards, postcards, brochures, event tickets or even custom t-shirts; you will be able to track relevant data in real-time. QR codes bridge the gap from tangible advertising like posters to digital content like a landing page or a video.
A hashtag campaign is a marketing initiative usually meant to gain social media attention, to create engagement, or drive traffic for a specific topic, product or idea. Using hastags on print pieces is a great way to not only gain more social media followers, but also track the effectiveness of your campaigns through viewing the frequency of its use in social media posts.
Indiana University used this approach with newly-admitted college students by including the hashtag #IUSaidYes on their acceptance letter packages. In turn, excited students shared images of their acceptance letters and attached the hashtag to their posts. To date, there are more than 3,900 posts on Instagram with the hashtag.
Examples of integrated print and digital marketing campaigns
With all types of marketing campaigns, the same rules apply. In order to be effective, it must be targeted to your specific customer, match your brand, easy to comprehend, and compelling enough to elicit attention. That said, here are a few examples of print marketing that each possess their own unique benefits and when combined with your digital marketing channels can make a powerful impact on your potential customers.