As industries continue to recover from the disruption posed by the ongoing coronavirus pandemic, many are struggling to stay ahead of competition in what has become an extremely hypercompetitive marketplace. Pundits continue to trumpet the value of digital marketing, noting how digital strategies can be used effectively to target specific markets and increase the personalization of your marketing efforts.

While digital marketing is indeed one way to access long-term opportunities to grow market share, it is not the only way, nor is it always the best way. Print marketing still exerts a lot of marketing power and a strong return on investment and should be considered a valuable part of any comprehensive marketing strategy. 

The Measurable Value of Print Marketing to Drive Revenue

Marketing strategies that include printed materials have a distinct advantage of digital-only campaigns. That is because people like the tactile elements of brochures, flyers, and even direct mail pieces. These marketing products enhance consumer trust, seem more “real” to your target audience, and can help you stand out from the competition. Other advantages to consider include:

The Ongoing Brilliance of Direct Mail

Yes, direct mail is still a viable — and even preferable — approach to marketing. Seventy-three percent of Americans prefer direct mail contact since it allows them to peruse the information at their leisure — and refer back to it when they wish. Response rates for direct mail beat out email and social media marketing at 9% as compared to 1%. Even millennials are responsive to direct mail campaigns, with 88% looking through their mail and nearly 60% claiming that information received via direct mail is more useful than emails. Much of the draw of direct mail is down to personalization since many feel that receiving personal mail is more special. 

Print Marketing Can Dovetail with Digital

If you — or your clients — are still not sure about deviating from a digital-only campaign, you can combine print marketing with digital strategies to amplify your client’s marketing return on investment. For example, including QR codes on printed materials can help you guide potential customers through an interactive process with your client’s brand. QR codes embedded in print materials can help you track response rates for each marketing run, analyze engagement, and segment your audience for greater impact. 

Print Materials Stick Around for More Impressions

The key to a better marketing return on investment is to increase the number of impressions a single piece of marketing collateral — digital or print — can garner. Printed marketing materials such as brochures and flyers tend to stay in circulation much longer than other materials, especially digital ones, which are typically skimmed and deleted. The average brochure, for example, stays in a household for an average of 38 days, putting your client’s brand in front of their audience for much longer. Printed materials can also be passed along from person to person, extending the life of the campaign and increasing overall value. 

Get More from Your Print Marketing with Blue Technologies

No, we don’t sell marketing services. 

Instead, we help marketing and public relations firms provide value-added services to their clients for a stronger, more reliable marketing impact. When your firm can not only create a campaign but also furnish all materials — including printed ones — to the client, it is a win-win scenario for everyone. Your client has a one-stop resource for marketing, and you can increase the health of your bottom line through additional revenue streams.

All you need to offer powerful, full-color print marketing materials to your clients is an in-house production printer or wide-format printer. Bringing your print jobs in-house is a smart move since it lowers your overall costs for larger profits and gives you complete control over project outcomes. No more paying high fees for last-minute changes or worrying that brand colors don’t quite match from marketing piece to marketing piece. 

At Blue Technologies, we partner with leaders in production and wide-format print technology to give you the widest range of options for your in-house print needs. 

Bring more value to your clients — and more profit to your bottom line. Contact a Blue Technologies consultant and learn how an in-house production printer can help increase your business today.