Get your print marketing campaign off the ground with the help of Arkansas Graphics’ free branding templates.
[dropcap]S[/dropcap]tarting a print marketing campaign, especially if it is your first major venture in this arena, requires going through a process of important steps. In order to brand your company, expand your consumer base, and see real business results, before you launch a new campaign you first need to establish answers to some key questions:
- What is your target audience?
- What are your goals?
- What materials do you need, and who will design them?
- How you are going to distribute your print marketing materials?
- How will you track your campaign’s effectiveness?
Target Audience
Understanding who makes up your target audience is crucial in getting results from your print marketing campaign. Take the information you already have from your current customers to get a good idea about who you should be marketing to. Look at the people who walk through your door every day and start thinking of them in terms of:
- Gender
- Age
- Income
- Job
- Needs or Problems
- Values
If this demographic information isn’t something you already know, consider asking your customers to fill out an anonymous survey via mail or email. These details can make a world of difference in developing your print marketing strategy.
Marketing Goals
Are you starting this campaign to attract a new customer base? Bring back existing customers? Or is it to promote a new location, product, service, or sale? You need to have clearly defined goals, keeping your audience in mind, in order to get the most out of a print marketing campaign.
The purpose of the campaign will inform the decisions you make about design and distribution, and help you establish target numbers to measure your campaign’s ROI. Whether you expect to make your money back in the long or short term, you need to keep an eye on your bottom line.
Design of Your Materials
Not every business has a full marketing department or staff to design and manage the production of marketing and corporate identity materials. This is why Arkansas Graphics, Inc. offers free branding templates to help get you started and pre-press design services if you would like our staff to create something truly unique.
The way your materials look will have a big impact on whether or not your message garners a second look from the recipient, or if it goes straight in the trash. This is another time where you need to keep your target audience in mind with a design that will both catch, and hold, their attention.
Distribution of the Pieces
Getting your message into the hands of your target audience can be accomplished in many ways. Direct mailing is one of the most effective means of distributing highly-targeted print marketing materials, but depending on your budget, audience, and industry, you may find it’s better to go a different route.
Printed materials like brochures and business cards can be given out in sales meetings, conferences, and trade shows while informational packets and flyers can be inserted into local newspapers and magazines. Think specifically about what your target audience is most likely to read and where you can garner the most attention.
Measuring Effectiveness
An easy way to measure the effectiveness of a print marketing campaign is to include a coupon, QR code, PURL, or other special offer that only gets distributed to a set of recipients. Then, you can designate percentages of your sales to each of your campaign tools and compare the results, looking at cost-per-conversion and cost-per-sale. You can then measure the differences between your revenue and your profit to assess the success of your campaign.
For more information about how to develop your print marketing campaign, contact the professionals at Arkansas Graphics. Let us put our 40 years of experience to work and create a personalized project quote for your campaign to help your business get the most out of your marketing budget.
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