How to Use Print Ads to Complement Your Digital Strategy

The world has gone digital, but many companies still prefer to use printed materials in their marketing campaigns. Whether we’re talking about flyers and magazine ads, or something bigger, like banners and business signs, print does the job. People have trust in it.

To get the best of both worlds, blend them together. It’s not a question of which one works better, but how does one complement the other. Print materials can help your business stand out and reach a wider audience. Here’s how you can improve your digital campaign by utilising printed ads.

Stick to Consistent Branding

And make sure it’s the same across all mediums. Your campaign should be instantly recognisable, no matter if someone sees it on a banner or a website. The print is only good if it speaks directly to your target audience.

Include an easy-to-remember hashtag. It’s a simple way of tying the offline with the online.

Break The Pattern

Print ads should go in the opposite direction of the patterns surrounding them. If a magazine features mostly text, use daring colours and imagery in your advertisement. If a publication is mostly comprised of art and photos, your ads should accentuate the content and the blank spaces.

Use the same creative concept to tie in your digital and print campaigns. It will help you ensure prospects recognise your brand in both dimensions.

Use You Best Posts As A Guide

They pair insightful headlines with compelling visuals, just like great print ads! Go through your most successful posts. See what they have in common and use it in your prints.

Try to find which headlines and visuals had the best response from a specific target group. You can use those insights to tweak your messaging across different print formats and publications.

But remember, just a bit of variety is good. Don’t overdo it. Your messaging needs to be consistent.

Make Your Prints Interactive

With a bit of imagination, and the help of technology, you can add a bit of life to your prints. Prints can create interactive communication between you and your prospects. All it takes is a QR code and your website. The results can be even better if you pair them with a customised mobile app of your own.

Most people will remember such an enhanced brand experience. Moreover, they’ll want to share it with family and friends.

Everyone has a smartphone or tablet these days. And every smartphone (or tablet) has a QR code scanner. Your prints will take them to your digital realm. It’s a seamless transition.

Your options don’t end with QR codes and custom apps. Using augmented reality will definitely make your business stand out. AR can be your unique bond between traditional and modern media. It’s a recipe for a viral sensation.

Another effective strategy is leveraging print marketing to secure repeat customers. By distributing high-quality, personalized printed materials, you can leave a lasting impression that encourages customers to return. This approach not only boosts customer loyalty but also enhances the overall effectiveness of your digital strategy.

Minimise the Copy

A reader will grant you just a few seconds of their time. Keep it short. You won’t grab their attention with a whole paragraph. The best way to tell a cohesive story about your products or services is with an eye-catching headline, clean visuals, and just a few sentences of copy.

Create a CTA

Whether we are talking about digital or physical ads, the ones that have a call to action are the ones that are usually most successful. However, they should provide both online and offline benefits. As people have a reason to hold onto them and not throw them away, they will stand out and be more memorable.

The Rule Of Seven

It takes several exposures for a person to act on a message. Research says it takes at least seven encounters, so let that be your goal. Use both mediums to tell one story. It is a way to draw a clear path for the consumer. Connecting the mediums, you’ll make the campaign incredibly effective, as well as cost-efficient.

By using both mediums, you are increasing the chances of impactful exposure to your brand at some point during the day. For example, on their way to work, your target consumer may read the daily paper on the tube.

They might take note of an interesting poster while exiting the station. At work, they are sure to glance at social media and surf the internet. On their way home, they could be checking a smartphone app.

Of course, that’s when you’d want the “touchpoints” to happen. Having a presence across more platforms increases the chances of exposure. More platforms lead to more conversions.

Don’t Tell The Whole Story

It sounds a bit unorthodox, but it’s an excellent way to compel prospects. To generate traffic, lead with a printed piece that directly ties into your interactive campaign. You wouldn’t want to let too much out of the bag, so make sure the piece doesn’t reveal the whole story.

Make it a tease. Otherwise, how else would you hook your audience? For example, if the piece says, “Do this to win,” then the consumers will know it’s likely a sweepstake and they’ll probably lose interest.

Know Your Target Audience

If you don’t know who you are preaching to, do your research. It will tell you what to say, how to say it, and where to say it. Creativity won’t get you anywhere if you’re barking at the wrong tree. This might seem most obvious, but it’s an often-overlooked element of marketing strategy.

Know where your audience is and what they like to do. Target smartly. And prints aren’t only a tool to reach your targets. By employing customised URLs, you can use prints to learn more about your audience and gather useful info for your future campaigns.

Use Variable Printing

Make use of the valuable digital data you have about your clients. You can personalise print materials in a variety of ways by employing variable printing.

It’s a method that allows you to customise mail based on customers’ past purchases. You can also use it to print personalised items for giveaways and promotions. Including a customer’s full name in colour on direct mail can significantly increase your response rate. It’s easy, and yet very impactful.

Conclusion

Though they might have different goals, the two strategies can undoubtedly enhance each other. Keep in mind that context matters. You’ll set them both up for success by identifying the key points of a customer’s journey.