Getting your print marketing right


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Getting your print marketing right

  1. 1. Best Practices
  2. 2. <ul><li>Even though digital marketing is quite popular today, print marketing cannot be replaced </li></ul><ul><li>In fact, there are cases where print marketing is an absolute essential—like product brochures, offering memorandums and so on </li></ul><ul><li>Print marketing has been in the scene for decades, yet most marketers overlook certain important aspects when indulging in print marketing </li></ul><ul><li>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 </li></ul><ul><li>So, here’s presenting the best practices for print marketing… </li></ul>
  3. 4. <ul><li>Ensure your print marketing materials are clear in terms of both—text & design </li></ul><ul><li>On the text front </li></ul><ul><ul><li>Ensure that the font is legible, and of comfortable size </li></ul></ul><ul><ul><li>Refrain from using fancy fonts that may be a bit hard on the eyes </li></ul></ul><ul><ul><li>Ensure the spacing between sentences and paragraphs are comfortable </li></ul></ul><ul><ul><li>Remember that your audience doesn’t have the option to ‘zoom-in’ to magnify and read the text on your brochure or letter </li></ul></ul>
  4. 5. <ul><li>On the design front </li></ul><ul><ul><li>Ensure that the design is simple and visually appealing </li></ul></ul><ul><ul><li>Use the right color combinations so that the designing enhances the readability and appeal of the collateral </li></ul></ul><ul><ul><li>When using images, ensure that the images are not pixilated or stretched </li></ul></ul><ul><ul><li>Remember that print media usually requires images of a higher resolution than digital media </li></ul></ul>
  5. 6. <ul><li>Maintain consistency in your branding </li></ul><ul><li>This includes the color of your logo, the template or lay-out of your marketing material and even the font size and style </li></ul><ul><li>All types of marketing collateral—whether it’s a brochure, flyer, letter or a booklet, must adhere to your business’s branding standards </li></ul>
  6. 7. <ul><li>Your print collateral must clearly state your contact information </li></ul><ul><li>Merely providing a link to your website is not enough, as sometimes practiced in the case of digital marketing media </li></ul><ul><li>Print collateral should mention— </li></ul><ul><ul><li>Your mailing address </li></ul></ul><ul><ul><li>Contact number </li></ul></ul><ul><ul><li>E-mail </li></ul></ul><ul><ul><li>Website information </li></ul></ul>
  7. 8. <ul><li>One major advantage that digital media offers over print, is that digital media is editable—any time, at any stage </li></ul><ul><li>With print media, once the marketing collateral is created, it cannot be edited </li></ul><ul><li>While discarding all print materials with errors can prove expensive, using erroneous print materials can do serious damage to your brand </li></ul><ul><li>Hence it is essential to weed out all errors by way of a thorough proof-read and cross checking of content </li></ul>
  8. 9. <ul><li>Who says hot-spotting can be done only on digital media? </li></ul><ul><li>Hot-spots in print-media refers to areas on the marketing material that are most likely to catch the gaze of the audience </li></ul><ul><li>So, go ahead and place key information in the hot-spots to catch attention of readers who skim and scan through your marketing material </li></ul><ul><li>Hot-spotting techniques for print include— </li></ul><ul><ul><li>Bulleted text </li></ul></ul><ul><ul><li>‘ P.S. text’ which appears at the space at the end of a letter </li></ul></ul><ul><ul><li>Text of a font color different from the one used throughout the collateral </li></ul></ul><ul><ul><li>Using capitals, italics or Bold font </li></ul></ul>
  9. 10. <ul><li>Last, but not the least, measure and review the performance of your print media campaign </li></ul><ul><li>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 </li></ul>
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