Now that you’ve given some thought to renewing your marketing message, why not complete the process with a makeover of the tools you use to communicate with your target audience? This might include a new look for your website, review of your social media strategy, or new point of sale materials. You could also make some real impact with fresh print collateral that stands out from your competitors, and from what you’ve given them before. There is enormous message clutter online – which presents a great opportunity to be noticed using innovative print marketing. Because print isn’t the default method of communication anymore, it can get instant attention if done well. So don’t be predictable.
Use print to strengthen your brand persona, and connect with your customers and prospects on different levels.
Print gives you the ability to use texture, weight, size, format, colour and special finishes to reinforce your brand values and proposition. How do you put this into action? It’s helpful if you have some design and product advice from a graphic designer and/or print supplier. You don’t have to use standard paper/card sizes or formats. These have developed to make life easy for printers – but there’s no reason why you can’t vary the format within certain limitations. Ask your print supplier to advise you how to choose print specifications that won’t break your budget, but will create print products that stand out from the crowd. It might be as simple as making your next sales booklet square instead of A4 – or perhaps adding round corners to your business card. On any printed piece, you might:
- Increase the thickness of the paper or card
- Add lamination
- Make it smaller – or bigger
- Change shape – either slightly, or radically using die cutting
- Add a special finish – spot UV varnish, foiling or embossing
- Use textured paper
- Incorporate an unusual fold or closure
- Package it differently – could you send a pack of tips cards instead of a guide book?
The permutations and combinations are only limited by your imagination – so start brainstorming.
In 2012, standard, predictable messages are going nowhere.
If you want your brand to be the one that’s remembered, you need to think laterally. An imaginative print marketing makeover could help you cut through.
