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Published on June 12th, 2018 | by Guest

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How to Increase Brand Awareness through Print Marketing

What is Print Marketing and Brand Awareness?

Print marketing is the use of printed media to reach your brand’s target market. The term brand awareness simply refers to your consumers’, and potential prospects’ familiarity with your brand’s product or service. Brand awareness is especially crucial when launching new products or services. Print marketing correlates with brand awareness in that it directly addresses your audience, communicates specifics to them, and motivates them to act.

Why Should You Consider Print Marketing?

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Most often, when people are faced with choosing a brand, they will go with the one they are familiar with. This is why it is imperative that you get your brand in front of as many prospects as possible and as often as possible. This might be the most important reason to consider print marketing. Other reasons companies should consider employing print marketing tactics when seeking to increase brand awareness are that it grabs attention, focuses on customer retention, it creates engagement with your audience, and it lets people unplug. In this digital world, many find it necessary to make time to disconnect from digital media. It’s also been proven that digital platforms are read twenty to thirty percent more slowly than printed items. If you employ print marketing, you can still reach this growing demographic of the digitally unplugged. Some perks of brand awareness are that it boosts customer loyalty and their free word-of-mouth marketing, it keeps your brand at the front of your customers minds, it builds your brand’s equity, and it boosts sales.

What is the Process of Print Marketing?

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There are many options when it comes to printed media. These options include: business cards, magazines, newspapers, direct mail, posters, flyers, catalogues, brochures, cups, pens, magnets, caps, coffee mugs, etc. You should have a plan before you start marketing your brand through printed media. You will want to know exactly what information you want to put in front of your audience and the reason for doing so. You will also want to think about what type of printed media is the best vehicle to deliver that information to your specific audience. For example, posters with minimal wording and strategic placement around campus might be the best way to inform busy students on a college campus about your service, whereas printed brochures with more detail might be better suited to deliver the same information to the staff on the same campus. Another important point you will want pay attention to is that your printed media is professionally and specifically designed to engage your target audience. Print Marketing can have an overwhelmingly positive effect on increasing your brand awareness if you do the necessary research and strategically plan your campaign.

How to Get Started on Print Marketing Campaigns?

After you have determined your audience and the printed media that is best suited for that audience, you will want to take the following steps to start your print marketing campaign:

  • Determine your budget while considering expenses such as printing costs, cost of branded promotional materials, the cost to lease outdoor advertising space, etc.
  • Choose a print material to print on (some examples are in the previous paragraph)
  • Include a call to action that takes people to your website, social media, etc.
  • Integrate mobile and online platforms by adding a QR code or personal url
  • Determine the optimal moment to launch your campaign. It is a good idea to build momentum leading up to your launch so that you create anticipation.

It is important that you get your brand in front of the right people as often as possible to boost your brand awareness. Carefully planned print marketing campaigns that are used in integration with your online properties is a great way to generate satisfying results for your brand.

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About the Author:

Carylanne Crowne is a contributing writer and the media specialist for Allegra Network. She regularly writes for marketing blogs with an emphasis in career building and print marketing.

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