With marketing your business comes a plethora of tools for your tool belt. It is essential to have digital elements, such as a website and social media accounts, but print media are just as important. In some cases, print marketing materials are seen as more important than digital items as some people do not rely much on the Internet for their daily lives, leaving print materials as an introduction to your business.
Getting your brand into people’s hands and giving them the ability to interact with it outside of your products or services is something. You know you have to stand out, but you wonder if it is even possible given that people have been using print marketing for hundreds of years.
The good news is, you don’t have to reinvent the print marketing wheel. Instead, you can give an original twist to what has already been done. I know, because that’s what my team does. Here are some steps you can take to improve your print marketing materials and better promote your business.
1. Take shape.
Many people almost always use standard shapes and sizes when it comes to printing marketing materials. Instead, consider creating a piece in one shape or size to make you stand out. For example, a round business card will be easy to spot among a stack of rectangular pieces. You can also use a shape that reminds recipients of your business, such as a camera-shaped business card for a photographer.
If you don’t want to change the entire shape of the product, you can use cutouts to change various elements. For example, these brochures for BMW have cutouts on the covers to match the brand. The first is rounded to make the logo stand out, while the second is shaped like a car, which draws attention to them.
2. Use bold images.
A powerful image can make or break a design. Stock images save money, but it’s important to choose images that make a statement. Select images that people can relate to or show the benefits of your product or service. It will leave a bigger impression on your audience instead of photos of your product on a pretty landscape.
This is what happened when we worked with a client to create a presentation folder with images in bold. The pictures illustrate what customers can expect when choosing this company to provide housekeeping or janitorial services, whether it’s a sparkling, immaculately maintained garden or floors so clean you can see your reflection there. There was information inside on the file folder pocket, but overall the company let the footage tell the story.
3. Go digital.
Just because it’s print marketing material doesn’t mean you can’t add a digital element. In addition to your website URL, consider using a QR code that will send recipients directly to your website, provide them with a digital coupon, or unlock some other special offer. The key is to make sure that your print design is compelling enough that customers want to see more.
Another option for combining print and digital is to use a video folder. With a video folder, the screens are placed on the cover or inside the folder. Not only does this merge the two types of marketing, but it also allows customers to better engage with the brand. This is also great when you have a lot of information that might not fit on your file. For example, a real estate agent might offer virtual tours of properties with video and include other information on the record, such as tax information and plans.
4. Add texture.
There are two ways to add texture to your design: physically and visually. Embossing and embossing are great ways to do this. Embossing uses pressure to lift items from stock for a three dimensional effect, while embossing is the opposite and uses pressure to lower items from stock. Both provide a textured element that recipients can see and feel.
A more cost effective way to add texture is visually. You can use different colors or shades to make your product look like wood, leather, or marble, for example, just like designer Candice Bondi did for Halo. Business cards and brochures appear to have been printed on a variety of textures, such as marble, plastic, or sand, making the recipient want to run their fingers across surfaces.
Build on adding texture using liner. This will not only change the feel of your room, but also give it a bit of shine, depending on the coating you use. Gloss and semi-gloss coatings provide a luxurious sheen, while a soft-touch coating resembles a piece of smooth velor. You can cover the entire product or highlight specific elements, such as the company name or logo.
Coatings can also add protection to your product against water, fingerprints and tears. If you think your room doesn’t need to shine, you can use a matte coating and still get the same protection.
You don’t have to do all of these things to have good marketing materials in print, but you can. Or, you can try one or two methods. Ultimately, you know your audience best and what they will react to. The important thing is to create something that you can be proud of and that will help you grow your business.