So when you have a topic with the word ‘dead’ in it, it seems its not going to be written in a positive light...But actually, quite the opposite!
I wanted to write about this particular topic because not only do I love printing collateral (that being flyers, posters, banners, etc) as you may already know, there is still a need for it, as opposed to the common idea that suggests the opposite.
With the rise of social media, mobile apps, QR codes and all types of online tools, the digital world is at its highest. However have you ever thought that printing collateral and digital can work really beautifully together?
There are now an unprecedented number of tools to track the success of a print campaign and team it up with your online efforts. But sadly, too many businesses treat them as separate identities.
Well I’m here to say that you can do both to cover a wide variety of customers and can work really well together to get to your desired result.
The best way to portray this, is through an example...
Your business is getting ready for a three day trade show that you have signed up for. We all know that trade shows can cost businesses a lot of money and can be quite daunting especially if you're unaware if you will get the return you're hoping for.
To advertise your appearance at the trade show, a huge email campaign is created for your current and prospective customers. So one point goes to online.
Then you create a beautifully designed flyer with all the details of where to find you at the show, perhaps a kick arse giveaway for attending on the day. You then leave these printed flyers at cafes, warehouses, offices - all depending on the industry you’re in of course. Ok so one point goes to print now…one all!
Now let’s think about setting up your stall...Nothing is more inviting at a trade show than seeing height, colour, lighting - the whole shebang! - I’m talking about pull up banners, background graphics, posters, media walls… these all need to be perfectly designed and printed up. So another point goes to print!
Now how is your landing page looking at this stage? Last thing you want when prospective clients come to see you, is checking out your website only to find last years project… so keeping your website fresh, clean and relevant to the current sale and/or campaign is crucial at this stage.
This all seems quite logical I guess, however I have been to trade shows and have looked up business's socials or website only to find that their last instagram post was 2 years ago and the one before was 6 months prior. Sure it’s hard to keep up with it all but it can also be a real turnoff especially when this is your chance to really be a real show off! So with all the above being mentioned, looks like another point goes to online… equal score at this stage!
So you’ve now wowed your customers with your amazing looking stall which your graphic designer has lovingly helped you to put together, 😉 so to keep the momentum going perhaps you have a show bag with a flyer to leave with them...
directing your customers to your socials;
subscribe to your newsletter;
perhaps a QR code to your website;
the options are endless...
The point I’m trying to bring across from the beginning is that print is not dead, far from it - there is space for both digital and print. One may be more important or superior than the other depending on your campaign or offer however both can work well together when applied correctly through your website, socials, email and print. The important thing is that all are in sync and are communicating the same message at the same time.
So, do you have an upcoming sale? a trade show? An exciting event coming up? I look forward to helping you with these and marketing your event the best possible way, whether it is digital, print or both. 😎
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