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Around 7% to 8% of your gross budget should be spent on marketing, according to The Small Business Administration. This is because new businesses have the challenging task of building their brand, connecting with an audience, and establishing trust. As noted by Crowd Favorite, good marketing should be seen by new and established businesses alike as “food rather than medicine” because without it, it can be difficult for small and new businesses to compete against established brands, engage customers, and ultimately, generate sales.
Print Marketing, Reading Enjoyment, And Trustworthiness
Consumers trust print marketing more than digital media, according to research carried out by the Rochester Institute of Technology. The barrage of online information means that audiences can become insecure regarding the veracity of information, and/or fear whether they might become a victim of phishing and online scams. The research also shows that around 72% of consumers prefer to read print over digital content. Moreover, 65% feel that information tends to be more trustworthy when read in print, owing to the current trend of ‘fake news’. When you send a printed catalogue, brochure, or small in-house magazine to a selected client base, it is an assertion of your authenticity, and it assures them that yours is a solid company that takes its work seriously.
Lowering The Costs Of Print Marketing
Many businesses shy away from print because of its cost. However, planned strategically, your print marketing strategy can save you time and money in the long run. As noted by OnlineStamp.net, you can avoid long waits at the post office by simply printing your own stamps and dropping them off at the postbox. For local deliveries, have staff take care of deliveries (after all you won’t be printing material every day). An important step to take if you will be printing monthly or bi-monthly material is to hire a good graphic designer. They will be able to give advice on reducing print costs (e.g. by passing on page bleed, laying your content out to optimal effect, and relying on paper that looks good but costs less). Good graphic designers also have contacts in the professional printing sector. They may be able to recommend professional printers that will bring your costs down. However, always do your own research to ensure you are getting the best deal.
What Type Of Material Should You Print?
Only print material that has an important role to play in your marketing strategy. If you are a products-based business with various different product types, a catalogue is an excellent way to show potential clients the gamut of what you can offer them. If you deal in a professional sector like law or real estate, you may wish to regularly publish small magazines or brochures indicating market reports or new laws and regulations. Detailed, difficult information such as this is always appreciated in print, since users may wish to mark, underline, and return to specific information (tasks they could not complete when reading online information). If you deal in a luxury sector such as high-end travel or lifestyle, meanwhile, a glossy brochure or magazine can really hit the spot.
Research indicates that the average reader of a branded magazine spends up to 25 minutes on it. Websites, on the contrary, can often be passed up in a couple of minutes. Printed material boosts engagement, loyalty, and brand awareness. It should be viewed as an important complement to social media and a dynamic website. Print advertisement can increase a company’s ROI by 240% when used alongside other key strategies.