The world of marketing is filled with mixed messaging. You’ve likely heard that print is dead; gone are the days of effective traditional marketing. Yet, books and magazines continue to sell and buyers enjoy receiving a flier or catalog to refer back to when needed.
Print is alive and well, folks. The question is, how will your team integrate this tried-and-true form of marketing in your overall strategy?
The Case for Print Marketing 
Before we publish the obituary for print, consider that:
- 74% of magazine readers prefer printed material over digital
- Print books outsell ebooks by a margin of 4-1
- Brochures, flyers, and catalogs not only boost brand engagement but also influence purchase decisions.
Maybe it’s nostalgia; many people say the resurgence in print’s popularity is down to a yearning for a simpler time. Maybe we simply like to have a physical asset to pick up, set aside, and pick up again when we have time and bandwidth. Maybe – as is truly the case in the design and construction industry – we want something to hold onto as we plan, dream, draft, measure, and envision.
In our space, the tangible makes a difference to our prospective and current clients – and effective print marketing can make the difference when it comes to our ability to reach, engage, and thrive.
5 Tips for Effective Print Marketing
How do you make print marketing work for you as a design or construction business?
1. Targeted Tactics
Physical (i.e. printed) ads and materials make more of an impact on consumers. Research shows that these ads, when compared to digital versions, trigger a part of the brain associated with evaluating the value and desirability of two or more options. Print is shown to deliver better recall over longer periods, create stronger brand association, and build a heightened emotional connection.
To maximize impact, zero in on your audience. Industry databases and demographic information make it possible to target the right people with your print assets. You can narrow in on customers by type, buyer behavior, niche, and vertices in order to produce content that is compelling, relevant, and timely – for them. This also reduces costs because you are targeting people who are likely to be interested in or have shown interest in your product/service category.
2. Leverage Local Advertising
As a business within the design and construction industry, your target audience is likely located within a specific area or region. While home design, construction, and improvement publications like Architectural Digest, Better Homes and Gardens, House & Garden, and House Beautiful are wildly popular, they are not always the optimal choice for advertising your business.
Focus on publications and print marketing campaigns that put a laser focus on your target audience. The people who pick up these materials are those who are either passively or actively looking for inspiration, ideas, and solutions. When they find you… it resonates. You’re local. You’re accessible. You’re a phone call or an easy visit away. Target local publications and direct email opportunities for the win.
3. Align with Digital Assets
The lines between “real” and digital existences aren’t just blurred; they’re non-existent. Consumers continually navigate between the two to create a cohesive experience. Your print marketing must do the same; it can act as a bridge, a connector, between in-person and virtual worlds.
This can be as simple as providing a way to connect with your business, paired with a call to action. Including a QR code, website link, or reminder to follow and tag your business on social platforms makes your ask for the viewer clear. Never waste an opportunity to connect print and digital assets and use them to create effective campaigns.
Print and digital are not mutually exclusive; when they work in concert, they can bolster each other for enhanced results. In fact, research indicates that print is most effective when it is incorporated into a multi-channel marketing initiative.
4. Use Content for Digital and Print Applications
Why reinvent the wheel? When you create compelling content, adapt it for multiple mediums. For example, a quick blurb in a magazine can become a feature on your website – or vice versa. A long-form print piece can be easily translated into blog posts, social media posts, and even infographics, videos, etc. Leverage the assets you have so they deliver the most value.
When creating content across platforms, make sure your brand stays consistent. For example, use the same color palette, logos, imagery, and tone/voice so prospects and customers enjoy a seamless experience no matter how they are interacting with you.
5. Make Print Materials a Special Value-Add
Even though we live increasingly digital lives, we value the tangible. Consider collecting your top blog posts, e-books, guides, whitepapers, and other online content and create a physical asset. You can distribute as you like, but it is often smart to produce small batches and send them to key customers and influencers along with sharing your work on a larger scale.
Putting an Effective Print Marketing Strategy Into Action
Print can be invaluable when it comes to reaching and engaging your audience, while prompting them to take the next steps with your brand. It all comes down to an effective print marketing plan that aligns with your overall strategy. Haven Media specializes in helping businesses in the design and construction industry tell their story of expertise while eliminating the common frustrations and stresses of marketing and advertising.
Connect with the right clients through the right channels. Contact Haven to get started.
