Best Practices

Even though digital marketing is quite popular today, print marketing cannot be replaced

In fact, there are cases where print marketing is an absolute essential—like product brochures, offering memorandums and so on

Print marketing has been in the scene for decades, yet most marketers overlook certain important aspects when indulging in print marketing

Print marketing obviously costs more than digital marketing and so, it is all the more important to ensure that your print marketing efforts bear results

So, here’s presenting the best practices for print marketing…

Ensure your print marketing materials are clear in terms of both—text & design

On the text front◦ Ensure that the font is legible, and of

comfortable size◦ Refrain from using fancy fonts that may be a bit

hard on the eyes◦ Ensure the spacing between sentences and

paragraphs are comfortable◦ Remember that your audience doesn’t have the

option to ‘zoom-in’ to magnify and read the text on your brochure or letter

On the design front ◦ Ensure that the design is simple and visually

appealing◦ Use the right color combinations so that the

designing enhances the readability and appeal of the collateral

◦ When using images, ensure that the images are not pixilated or stretched

◦ Remember that print media usually requires images of a higher resolution than digital media

Maintain consistency in your branding This includes the color of your logo, the

template or lay-out of your marketing material and even the font size and style

All types of marketing collateral—whether it’s a brochure, flyer, letter or a booklet, must adhere to your business’s branding standards

Your print collateral must clearly state your contact information

Merely providing a link to your website is not enough, as sometimes practiced in the case of digital marketing media

Print collateral should mention—◦ Your mailing address◦ Contact number◦ E-mail◦ Website information

One major advantage that digital media offers over print, is that digital media is editable—any time, at any stage

With print media, once the marketing collateral is created, it cannot be edited

While discarding all print materials with errors can prove expensive, using erroneous print materials can do serious damage to your brand

Hence it is essential to weed out all errors by way of a thorough proof-read and cross checking of content

Who says hot-spotting can be done only on digital media?

Hot-spots in print-media refers to areas on the marketing material that are most likely to catch the gaze of the audience

So, go ahead and place key information in the hot-spots to catch attention of readers who skim and scan through your marketing material

Hot-spotting techniques for print include—

◦ Bulleted text

◦ ‘P.S. text’ which appears at the space at the end of a letter

◦ Text of a font color different from the one used throughout the collateral

◦ Using capitals, italics or Bold font

Last, but not the least, measure and review the performance of your print media campaign

While it is definitely easier to measure and track the performance of digital media, any effort expended in analyzing print media campaigns is spent worthwhile, as print marketing campaigns cost more time, money and effort

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