With the glut of digital marketing, average media consumers are staggering under the weight of spam e-mail and annoying pop-up ads.
The “digital deluge” has also prompted a volume decrease in snail mail, allowing direct mail and print promotions to take center stage. Print pleases the eye and demands an emotional response, and people today are craving something real!
Today is a perfect time to feature beautiful print promotions. Need inspiration? There are several proven winners.
Your print promotion doesn’t need to be complicated to be effective.
Consider the McDonald’s “loving it” brand promotion. In a recent “Wi-Fries” ad, the fast-food giant hoped to entice customers to come, eat, and to stick around a bit. Using the McDonald’s signature “clown red” hue as a backdrop, the ad positioned curved, freshly cooked French fries in the shape of the wireless internet symbol as the focal point. The fries said it all, but a set of small McDonald’s arches in the bottom corner accompanied three words that solidified the hook: “love free wi-fi.”
Stand-alone print pieces are powerful, but repetition is even better. McDonald’s uses several ads in their “loving it” promotions – breakfast sandwiches touted as “deliciousness by the handful,” or Big Mac alternatives, like an “I’m veggin’ it,” ad, for example. McDonald’s combines a series of staggered, targeted pieces for extra impact, featuring precise promotions and clear next steps.
Want to elevate your image with a cohesive set of print promotions? Here are six common strategies to consider:
Detail exclusive offerings or illuminate company strengths. Everybody loves a good deal, so the easiest self-promotion technique is to offer irresistible sales or momentum-generating seasonal specials.
Let the audience know about an impressive award, ranking, or community contribution. One florist used direct mail postcards to remind prospects that it had been voted “Bay Area’s Best” for three straight years.
Remind clients of the breadth, depth, or proficiency of your services. Do you have a subscription service with double the value of your competitors? Make your unique advantage known!
Highlight an open house, business gala, or a community fundraiser. Or consider a bonus offer to go with your invitations. One deli offered the first 100 people to visit its new location free flatbread wraps for a year.
Everyone has a niche, and yours will sometimes align with the values of your customers. Think fair-trade products, charitable or matching contributions made for every product sale, or simple labeling like, “Made in the USA.” People enjoy businesses whose values align with their own, so if something is important to you, don’t be afraid to share it with customers.
There is never a bad time to say “thanks” or celebrate a special occasion. Company milestones or community celebration days are a wonderful chance to spread some love.
Ready to toot your own horn?
Inspire your customers with tactile, memorable campaigns. From timebound sales to feel-good joy marketing, your print promotions can have a profound effect on the way people view your brand.