You know it and we know it: Print is not dead. In fact, it’s more alive than ever before.
Not only can print help with building brand trust, but if done right, it can also help a brand reach a wider audience when part of a holistic marketing strategy.
So what’s a marketer to do?
To help you out, we’ve compiled four tips to run with in the year ahead.
- Let History Be Your Guide. Remember that holistic marketing strategy we mentioned above? It can prove to be invaluable, especially when you’re trying to create your next print ad or campaign. Comb through your brand’s social media analytics to see your best performing posts. Do you see any patterns? Find that common thread and use it to inform your print work.
- Take Note. So, you’ve purchased ad space in the perfect publication, but now the only question is how to make your ad stand out. Take a look at the magazine or newspaper, itself: Does it feature mostly text? Bold colors and little negative space? Whatever it is, try to deviate from that path to ensure you’ll stand out. Just make sure you don’t deviate from your other print and digital campaigns – you still want customers to recognize you.
- Don’t Give Away The Whole Story. Otherwise, what’s the point? When you’re developing a print campaign, it’s important that each piece thoughtfully tells a piece of the story you want to tell. The idea is to take customers on a journey with a clear call-to-action at the end. Tease and hook your audience. Don’t let too much out of the bag at once.
- Embrace Technology. Take some inspiration from Departures or InStyle, publications which both featured magazine ads that included ground-breaking technologies. From a pulse reader for Toyota to an expertly choreographed lighting experience for Audi, the marriage of traditional and modern media successfully created a multi-sensory experience that captured prospects’ attention.