How to Combine Digital and Print for More Effective Marketing Campaigns

Digital marketing has largely been adopted as a key marketing strategy for many businesses, but that doesn’t mean print is dead. In fact, print and digital marketing can work together to create more effective campaigns.

By using print as an extension of your digital marketing efforts, your campaigns can go even farther than with digital alone. Print can help drive traffic to your digital channels. What’s more, combining print and digital allows for additional touchpoints in the customer journey, helping to boost brand awareness and improve engagement. Print not only adds more touchpoints, but it also adds variety and memorability to your campaigns to help your brand stand out.

Print marketing comes in many forms, including direct mail, brochures and fliers, sales materials like fact sheets and catalogs, print ads, and even stationery and business cards. Signage is also an important aspect of print marketing. By using these tangible items to reinforce the messages you send on digital channels, you can add authenticity and trust to your campaigns and make a greater impact.

Combining Social Media and Print Marketing

Social media is a necessary component of digital marketing. Through your social channels, you can have conversations, build relationships, and get customers more engaged with your brand. Using print marketing strategically can bolster these efforts.

One of the ways to combine print and social media is to use printed materials to direct consumers to your social channels. Include your social media handles on all printed marketing collateral, so customers and leads know where to find you online. You might even take it one step further and advertise exclusive content within your print pieces to gain new followers on a particular social platform. In that case, set up an autoresponder on your brand’s account for when someone new follows you, and share the content piece within that automated direct message.

Printed materials can also prompt consumers to join the conversation on your social platforms. Include a unique hashtag on printed collateral and encourage customers to use it online.

It can also work the other way—social media can bolster the effectiveness of your print campaigns. Social channels offer a wealth of consumer data beyond basic demographics, such as likes and interests, that you can use to create highly targeted print materials or direct mail campaigns. You might find success using this data to entice leads with targeted freebies like content or giveaway items.

Combining Websites, Email, and Print Marketing

Your website and email lists are two other crucial components of your digital marketing strategy. Current and potential customers use your website and emails to learn more about your brand and stay up to date. These, too, can be integrated with print marketing for maximum effect.

Use print marketing to drive traffic to key landing pages on your website. If you want to recruit email subscribers, add a QR code or a shortened URL that takes users directly to your sign-up page. You can also do this for product pages or digital catalogs; showcase a few popular products on the printed piece, then direct buyers to the full catalog or an order page. If you’re offering a giveaway, the same rules apply. Advertise the giveaway on the printed piece and include a QR code or URL that takes the consumer to a page where they can redeem the gift.

Two-part content campaigns also work really well with print and digital marketing. Include a teaser for a piece of content on your printed material, and direct customers to your website or email newsletter to view the rest.

Leveraging Digital and Print Technology

What’s exciting about the combination of digital and print marketing is that advancements in technology have allowed for greater interactivity between the print and digital worlds.

One example of this is personalization. Variable data printing, which allows variations in text, colors, graphics, and images based on the recipient, lets you personalize almost all printed materials. This extends to things like personalized URLs—when added to print pieces, PURLs direct customers to landing pages that are highly targeted and customized to them. You can even use PURLs to pre-fill a lead’s information into online forms.

Print goes farther using new technology like augmented reality, which blends the physical and digital worlds with just a smartphone. Similar to adding QR codes, you can use AR in print marketing to send the consumer to a landing page, form, video, or app; it can even allow them to make a phone call or send an email.

But AR can do much more to enhance the digital experience of your printed pieces. It can reveal hidden text, images, or graphics on your mailers when looked at on a screen. It can turn flat images on sales sheets into 3D models and make them interactive. You can even use AR to launch animations, videos, and sound effects to create more immersive campaigns.

Creating the Most Effective Blended Marketing Campaigns

Of course, when combining digital and print marketing efforts, you still want to adhere to marketing best practices. Most notably, make sure the content you send through any medium is relevant and valuable to the audience. Using print and digital together allows you to take this a step further and really personalize your content for a highly targeted campaign.

All of your materials—online and offline—should include a clear call to action. If you’re using print to drive customers to an online location, make the offer and directions clear and easy to follow, or you might not see as much engagement as you’d hoped for.

Also pay attention to the design of your printed and digital pieces and how they work together. Link graphics, colors, and fonts across mediums for brand cohesion. Make sure your print pieces draw attention, so consumers want to check out your digital offerings. Using special embellishments like foil, embossing, glossy or matte coatings, or die and laser cuts on your printed materials can grab and hold the customer’s attention enough to direct them online.

Finally, tracking your campaigns is extremely important. Consider how you will measure ROI for both printed and digital items. QR codes and custom URLs can help you track how many people are following through on the print-to-digital jump. You might also track usage of a unique discount code provided only on printed marketing materials to see how effectively your print campaigns contributed to purchases or conversions.

Print is just as important in your marketing campaigns as ever, but with today’s technological enhancements, print will serve a different purpose as a tangible extension of your digital campaigns. By combining your digital campaigns with print in unique and engaging ways, you’ll be able to amplify your marketing efforts and see better results.

6 Reasons Wall and Floor Graphics are Better Than Paint

When it comes to decorating your commercial space, you face a variety of decisions to make. What colors should you use? What kind of accents should you have? What materials will work best? In the face of these decisions and more, most choose to simply paint their surroundings in their brand’s hues.

But why paint when you could do something more unique? We’re talking about wall graphics and floor graphics, and the many benefits they bring with them. Take a look at 6 reasons surface decals and graphics are a smarter choice than plain old paint.

1. Graphics Save You Time, Money and Effort

Wall and floor graphics offer significant savings in both time and money. Whether you hire professional painters or complete your paint job as a DIY project, you’re committing financial and manpower resources to the job. Painting also requires a lot of prep-time, work-time and clean-up time. Depending on the size of the space, it can require a hefty amount of paint as well. Tape, drop cloths, brushes, rollers and other supplies boost the total even more. You’ll have a large bill from the painting company or a long receipt from a commercial paint store.

Or, you can skip all this cost and hassle by choosing wall graphics. Simple to apply, you don’t need extra supplies or a team of professionals to get it done. You’ll save on decorating costs and free up funds for other areas of operation.

2. Graphics Enhance Your Brand Appeal

With wall and floor graphics, the possibilities are endless. What image do you want your brand to convey? How do you want your organization to stand out? Use custom graphics to send the message you desire.

Be as unique as you want to be with graphics that tell the story you want them to. More than a simple paint color, graphics offer the opportunity to share your logo, slogan or motto, as well as depict the exact designs you want for individual spaces. Your custom-designed wall and floor graphics are the ideal solution to differentiate your building from every other organization.

3. Graphics are Better-Purposed for Applications

Wall and floor graphics take decorating to the next level: they make it functional. Decals not only beautify your space, they offer multiple methods to share messaging, allowing you to think outside the paint can. Use an entire wall to display an ad. Guide visitors through your facility with way finding floor graphics. List your mission statement on the wall for all to see. The practical applications are limitless!

4. Graphics Offer Exceptional Value

Wall and floor graphics are easy to replace. For large graphics, you can reprint or replace small parts if damaged. To change the look of your space, simply apply a new graphic. This is much easier and more cost-effective than repainting that same space. Made to last, quality floor and wall graphics will stand the test of time and prove to be a valuable investment.

5. Graphics Keep Your Facilities Clean

Wall and floor graphics offer a crisp, clean look for your space. While painted walls get dingy over time and are hard to keep free of dings and scratches, graphics are easy to clean. Simply use a wet cloth and mild soap to keep your graphics looking sharp. You’ll always be able to present a spotless environment to visitors and clients, while maintaining a reputation for quality.

6. Graphics Improve Your Environment

Did you know you can use photography, art or text for your wall and floor graphics? Imagery can include anything you have in mind. Turn your naked walls into inviting images of your choice—be it decals of your flagship product, a creative design or a portrait of your campus. Offering people more than a solid, single-color wall of paint can improve the mood and atmosphere of your space in a dramatic way.

Take Advantage of Surface Graphics

AlphaGraphics has extensive expertise in wall and floor graphic design and applications. If you’re looking for a way to deploy these decals in your commercial space, AlphaGraphics Middleton today. We’ll help you harness the benefits above, to give your surroundings the boost they deserve.

Do You Know Your Target Market?

We all want to grow our businesses, but how do you go about it? Whether targeting a specific industry, or a specific demographic, what is the best way to get noticed?  Simply put: identify their PAIN points! People and businesses respond to marketing that helps them alleviate their pains.  Just as you go to the doctor to heal your ailments, your marketing should seek to heal your clients’.

Step 1: Figure out your target audience. It sounds easy to do, but narrowing down your target audience is not always as simple as you think. There are many factors involved in list building, including business size, gender, education level—but what is the determining factor? Your optimal target market may very well be different than you think. What elements have you tested to determine your optimal target? Your company should target the industries and demographics that make it the most money. Once you have recognized where your bread and butter comes from, you can move onto identifying the pain points.

Step 2: Who do you go to? You’ve figured out who you want to go after. Maybe it’s business professionals between ages 25 — 50, or members of the financial industry. Now, how do you know what their pain points are? You likely have an inkling what your target market’s biggest concerns are, but to have a successful campaign, it is always wise to do a little research. Talk to clients in your target audience; Make sure you only promote what you can actually provide. What is the one thing you do better than everyone else? How does this match up with the pain points of your clients?

Ask them what they need help with the most. What are the most frustrating tasks for them within their company, or the industry in general? Sales people are another great resource for learning what concerns and excites their clients. No individual or company is perfect, so there is always room for improvement somewhere.

Step 3: How to use the new-found knowledge? Now you understand what bothers your target audience the most. You can definitely develop a marketing campaign to promote the solutions to the issue, but you have to be prepared to follow through with your solution and promises.

If you promise the fastest turnaround time in the industry, a great pain point for many industries, then your marketing campaign will bring people to your door. But if you can’t follow through, then the campaign is useless. Make sure you only promote what you can actually provide. What is the one thing you do better than everyone else? How does this match up with the pain points of your clients? Do they align?

Step 4: You know what you want to say. You have your messaging down, so what medium do you choose to convey your message? That depends on your target audience. Different target audiences will respond best to different medium types. For example, the younger generation will be much more susceptible to a text message campaign, while an older audience might feel that the text message is intrusive. If you are trying to reach a more protected audience, such as executive level types, a dimensional mailer may be the most effective way to get through the door.

Think long and hard about who your audience is, what the limitations of your specific medium are, and if there are any better choices out there.  Most of the time, you will need to use multiple mediums and multiple touches to get your message across loud and clear. Just as you shouldn’t assume you know your target market without testing, you need to evaluate which marketing channels and response mechanisms will elicit the best responses from your target market.

So as you plan your next marketing campaign, keep in mind that the most effective campaigns start with a solid list in a defined target market, and a well-delivered message tailored to relieve that audience’s pain points.  ALMOST as simple as saying: “Take two and call me in the morning.”