Utilising Digital and Print Advertising

As the world changes to become more and more electronic, print is often reported to be dead. But, what you might not know is that company printing is a $640 billion business and based on Print Is Big; it is growing at a rate of 6.8% yearly worldwide.


Print is still a highly effective channel of communication for businesses who wish to communicate with their prospects and clients, particularly when coupled with digital. According to Adam Dost, VP of Strategy and Marketing in Printek, an integrated strategy will radically expand your capabilities to convey messages to audiences. Integrating print and technology enhances targeting, enhances personalization, and increases conversions. Together, digital and print advertising permit you to reach your customers personally and with a relevant message across each channel. The options are endless.

1. Use a postcard campaign as a ta


Bear in mind that postcards or other print media arrive in hard copy and clients will need to manually enter the URL to get your information, so ensure that your URL is simple. Don’t make it overly complicated with strings of random words and numbers. A good example could be: www.CompanyName.com/CustomerName

2. Use your business card to induce social participation


Regardless of the rise of social networking, business cards remain a normal practice and represent a vital way that individuals exchange information when they meet face to face. They serve as an important leave-behind, so use them as an opportunity to promote social interaction. Be certain you include contact information in your business card design like your Twitter and LinkedIn profile URL (that you may personalize) to drive folks to find out more about you and your company from your electronic presence.

3. Give away hard copies of articles


As content promotion has grown, the chance to present hard copy collateral at events reinforces your brand and offers a convenient way for some people to consume the material. We have seen sellers give people the choice at events–take home a hard copy or sign up there for soft copy shipping. The key is that you would like to make it as easy as possible for people to consume your content and participate with you and your brand, whether that is via a soft copy to read on their notebook or a hard copy to read on the airplane.

4. Send out applicable security


There are still times when we would like to touch and sense information about a product, whether it’s information about the colours available when purchasing a new car or a glossy brochure about a school that is being contemplated by pupil. If you have collateral that’s powerful but you need to make certain to direct it to the correct people at the ideal time, Chuck Moorehead, VP of Marketing in Trojan Press, advises to leverage your knowledge of the electronic behaviour to make that happen.


This digital behaviour could consist of data you have gathered about the ads they click on, websites they visit, time of day that they participate with you, or kinds of offer they have reacted to–all of that can help you shape your message, and allow it to be more personal, engaging and appropriate. Harry & David turned this electronic knowledge into action by matching their published vacation catalogues with their clients’ gift lists, which was automatically compiled depending on the gifts their clients previously sent and the men and women who received them. With this information at their customers’ fingertips, they supplied their customers with a seamless experience for the holidays.


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