Print Marketing Strategy in a Digital World

January 11, 2017

The New Year is the perfect time to rethink your print marketing strategy, revamp your messaging, and refresh your brand. This requires an understanding of the role traditional ink on paper plays in a time when technology adoption and digital delivery are reshaping marketing and customer engagement. We have a few tips that will help revitalize your print marketing strategy.

1. Invest in customer retention – It costs less to keep the customers you have than to capture new ones, so it is important to keep your customers engaged with a consistent multichannel marketing plan. Maybe you’ve abandoned a print newsletter for an e-version, but your email is getting lost in the inbox and anti-spam legislation is creating new challenges for deliverability. Mailing a newsletter, particularly one that uses variable data to deliver a personalized  message, is a great way to keep your company top of mind.
2. Get to the point – Your customers have more choices and less time than ever before. Use powerful words to concisely express how you will meet their needs.
3. Be the customer – Get out of your bubble. Too often, companies are marketing as to what THEY think their customers want as opposed to what customers ACTUALLY want. Do some market research and make sure your strategies and tactics line up with how your customers want to be communicated with.
4. Freshen up – If you’re anticipating a change in management, introducing a new product or service, or celebrating a significant business milestone, consider a brand refresh. With slight revisions to your branding elements and positioning, you can preserve your brand’s existing equity while infusing new energy into your offerings. Balance this against the consistency of your brand. Change for change’s sake is rarely a wise strategy to employ.

Need help navigating the increasingly complex world of print marketing strategy? Let us help you get 2017 off to a profitable start!

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