If your new company is just gaining speed, you’re probably looking to rev the engine — and a new marketing strategy is the next logical step. But which avenue do you choose when it comes to print and digital? Online ads and social media posts reach millions in seconds, but this doesn’t mean that print is without its advantages.
In the UK, you might be surprised to know that print marketing is not only popular, but lucrative for a range of businesses. So, what can it do for your company? Printing specialist company and pull-up banners retailer, Where The Trade Buys, has researched the main benefits of print marketing and discovered why start-ups should go for it over digital if they’re on a budget.
How are UK businesses using print and digital marketing today?
Despite digital and social media seemingly taking over many of our lives, you might be surprised to know that a sizeable portion of the printing industry is taken up by marketing errands in the UK. Nearly one third of all printing is for products such as brochures, newspapers and magazines; while 34% is for advertising and marketing products including event programmes and tickets.
These stats might come as a shock, but surely digital marketing is still more popular. Not really. Apparently, only 20% of users bother to click on any online banner advert they see. Bearing in mind that most of this 20% won’t even convert into a sale, is digital really that influential? And is it worth paying the competitive price for the digital space? Again, print media appears to beat digital when it comes to marketing in magazines: 63% of UK adults still read magazines (according to YouGov) and only 10% regularly read these online.
So, why is it important to consider marketing if you’re a start-up with big dreams? The answer is competition. There are about 80 new businesses launching in the UK every hour, according to a report by StartUp Britain (a national, government-backed campaign), so you want something that’s going to be unique to your business, effectively promotes your services and is cost-effective to push yourself to the front of the race.
Direct mail and start-up companies
If you’re now considering print marketing as your platform of advertising, you might now be wondering which type to choose. How about direct mail? Regrettably associated with the term ‘junk mail’, direct mail is a highly rewarding form of print marketing that could help your start-up excel if used within a marketing strategy. In a recent survey, more than half of all consumers said that they’d be happy to get direct mail from brands that might interest them. On top of this, almost 11% of the UK’s advertising expenditure was on direct mail in 2009, with 2.5 billion+ direct mail coupons exchanged in 2015.
Of course, we should take time to compare it to digital alternatives. 80-90% of direct mail is physically opened by recipients as opposed to just 20-30% of emails — a win for new companies looking to get their brand across to potential consumers.
Brochures and start-up companies
Looking for a range of options? Another recommended form of print marketing is the brochure. These are great for spreading brand awareness and giving your company a professional look for potential customers. To create an effective and attractive brochure, it needs to legibly detail your brand, message and services in short but informative sentences. Just ensure you’ve thought about these essential features to help you whittle down the details and create an attractive, easy-to-read brochure:
- Professional overall look.
- Unique selling points.
- Short, informative and proofread content.
- Strong call to action.
- Clear layout.
- Interesting header.
However, if you’re on a budget, it’s important to dodge any costly pitfalls — and a major potential one for brochure marketing is the quantity you order. You don’t want to run out, but you also don’t want to see any go to waste. The more brochures you buy in bulk the less the overall cost in the long-run, but you don’t want to lose money. Essentially, you must think hard about how many brochures your start-up needs to save yourself wasting cash unnecessarily while still maximising on your hard design work and outlay.
Admittedly, digital marketing is good for reaching many people quickly. However, print marketing provides the personal and professional touch that you sometimes lose when you virtualise your material. If you want an effective platform for promoting your brand and advertising its products and services, print marketing is worth considering.