Harness printed materials to boost your marketing mix

Printed materials can be a powerful tool, particularly in the digital age where we are bombarded with messages every minute of the day. We take a look at the options for adding print to your marketing mix.

Why print?

Your integrated marketing strategy is designed to reach your target market in a variety of ways by broadcasting a consistent message that aligns with your goals, values and brand identity.

Of course, your website, email campaigns and social media presence all have their place, but you have the opportunity to enhance your communication and engage your target market in a different way with carefully planned printed material that reinforces your message offline.

Brochures, menus, posters, vouchers and direct mail pieces can all play a vital role in your integrated marketing strategy – read on to find out how to make the power of print work for you.

Stock choice

What does ‘stock’ mean?

Stock, for the purposes of printed marketing materials, is the type of paper you will be printing on.

Why does it matter?

• It dictates the final look and feel of your materials
• It can increase ‘sentimentality’ – engaging your customer and making them less likely to throw your message away
• You can choose from coated, matte, textured, silk in different weights to achieve the finish you want – be it rustic, classy, contemporary or expensive

Choosing the right stock will determine the look and feel, as well as the cost of your project. A heavier stock, or one with texture may cost more but will also feel more expensive in the hands of a customer – well worth the investment for making the right impression if that happens to be your goal.

Printing methods

What are printing methods?

There are 3 main processes used by the commercial printing industry –lithography, digital and letterpress – all of which differ in cost, production quality and production rate or volume.

Why does is matter?

Different methods of print production will result in different turn around times and different costs.

• If you have a large print run, chances are you might need a lithographic printing press
• Digital printing allows for on-demand printing, short turnaround time, and even personalization options where you can include the name of your prospect or customer within the design
• Letterpress looks fantastic but takes time and a skilled craftsperson to produce

So just think about what you want to deliver to your customers. For example, if you want to hand out a leaflet with a promotional discount message to a large amount of people then litho might be for you. Or, if you want a bespoke and unique menu for a restaurant, then letterpress or digital printing might be a better fit.

Finishing touches

What are finishing processes?

Finishing includes a wide range of processes to provide the finishing touches to a design once the stock has been printed. These processes can include but aren’t limited to: foil blocking, matt or gloss laminates, different binding methods, covers, bespoke folding, spot uv, embossing and personalisation.

All of these finishes can produce some truly unique and eye-catching results and can engage your customer through a thoughtful and considered approach to your design.

Why does it matter?

• Finishing processes can add decorative elements to a printed piece, such as the shimmer of a foil block or the texture of an embossed area
• They can also provide added functionality to a design and even be a constituent part of a publication’s format, for example, a matt lamination protects the material, making it last longer

Finishing process allow you to play around with different types of binding or even experiment with different types of fold. It gives you the opportunity to stand out from the competition and be truly unique. But remember to never lose touch with your message, if a creative style doesn’t suit your brand, don’t use it.

Investing in a finishing process will ultimately leave a lasting impression on your customer and build those all-important brand associations.

Which would be best for me?

Without doubt, the best way to approach your printed materials is a part of an integrated marketing plan, keeping your customer’s needs at the heart of your campaign and choosing the materials that enhance your message and capture your customer’s imagination.

If you are looking for inspiration or are considering harnessing the power of print to boost your marketing mix, get in touch enquiries@boxedred.com or call us on 01565 632 112.