Common Print Marketing Mistakes & How to avoid them

Believe it or not, print marketing has a significant impact in converting your leads into a prospective customers.

For any business, marketing is one of the key areas that require maximum attention. In addition to digital marketing, Print marketing is one of the major marketing tools that need to be used for promotion and branding.

Right from visiting cards, brochures, leaflets, posters to social media, Facebook ads, Google ads, it is very important to use all the tools at your disposal. A mix of printing and digital marketing is very crucial in these post-pandemic days.

In recent times much focus has been on digital marketing, print marketing continues to be extremely important.

A lot of time and effort is put in before the actual printing like designing, selecting the target audience, your budget for that particular campaign, duration and much more.

1. Graphic Designing

Printing and creative design go hand-in-hand. Designing your job is very crucial. A lot of brainstorming and thought process goes into for graphic designing part because this will attract your target audience. What good is a customer-facing print piece if it does not draw the viewer’s attention?

Print Marketing
Graphic Designing

Like any other art form, graphic design is an art with no limitation to it. This form of art is for practical daily use and not for museums. It is the business that realized the full value of the art of graphic designing.

Graphic designing is an essential tool that is indispensable in today corporate and creative world.

1.1 Keep it Simple:

Keep it simple. Keeping your design simple gives them an edge and is timeless. In the initial stage no need to experiment too much. When you need print marketing for your products or business, ask your printers about their creative team & you can work together on the tone and direction of your campaign.

Always look for a printer whose creative team works closely with the printing department.

1.2 Branding & Identity:

Branding is vital to the success of any company. Without branding, there’s no way to differential your business from the competitor.

The power of branding & identity is unimagined, just e.g. McDonald’s outlet – you can recognize McDonald’s outlet anywhere in the world from far off they have kept consistent branding on all of their restaurants worldwide. Similarly, Coca-Cola has the same unique (Red) colour printed on all of their products (Cans, Bottles, PET) in the world.

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Coca-Cola Unique Red Color for Brand Identity
Print Marketing

Achieving a good brand value is very important for every business which is developed by providing good services & products & trust. E.g. Apple – Apple has created such a brand value over the period because of their innovative & quality products. Customers trust that Apple products are the best and provide a good value for their money.

Branding & identity plays a very vital role & every company needs a good graphic designer to create their logo, use of colour, designing and more which will be the brand identity of that company.

1.3 Design & Print:

Turn your vision into printable/tangible tools by:

– Developing an attention-getting design that showcases your products or services with benefits to your target audience with your company details (Logo, name) & contact details

– Developing an attention-getting design that showcases your products or services with benefits to your target audience with your company details (Logo, name) & contact details

– Choice of paper should very apt that matches your branding.

– Always get and check the proof before you approve your artwork to print. A printed proof will show how your artwork/design will look like & helps to correct any error before the actual print.

1.4 Proof Read like a Pro:

It is very important to your artwork should be completely checked & proofed, right from early designing to final design you should continually check your artwork.

Get it right the first time, when the proof is sent, you need to pay extra attention & careful since it is your responsibility to sign off everything.

Once the go-ahead is provided by you & the printing process has started then you cannot do anything about it, hence you must proofread every word of the final proof.

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Proof Reading

The hardest part of a creative project is creating something from nothing.

The best way to help your graphic designer is to get a clear understanding of what you need them to do, what is expected from them.

Having a clearly defined requirement makes the designer process easier & less time-consuming. One of the best ways to do this is with a creative brief.

2. What is a creative brief?

The creative brief is a shared list of specific actionable tasks, roles, and final deliverable for the graphic designing team.

The major part of your brief should consist of expectations, timeline and making sure that everyone was on the same page. This would result in saving a lot of time for all the parties involved and ensure a smooth process.

It is a huge mistake to assume that your graphic design team will understand your vision for the outcome of that particular project.

Putting your requirements and specifications down in writing will save time, avoid confusion & annoyance. You should work with the graphic design team to develop a simple outline and details that will work for everyone.

This would help in having a clear understanding, and this is very useful and important for bigger projects like printing of a catalogue, magazine, books & much more.

Your creative brief might change through the designing process, this is completely normal. You need to work with your graphic design team to keep them updated and also keep track of the progress of your work.

Some of the basic items that need to include in the creative brief are:

2.1 Project Title:

Name the project, come up with the name of the project that helps to communicate with internal & external parties involved in the project, this would help in avoiding confusion & time-wasting.

It is best if the title is given in the initial stage of planning.

2.2 Point of contact:

It is very important to mention the important contact details like who will approve the final artwork, which all teams should get involved and who is the emergency contact person for urgent matters.

It is very important to mention the important contact details like who will approve the final artwork, which all teams should get involved and who is the emergency contact person for urgent matters.

2.3 Project Goals:

You will need to have the below questions answered for your project:

What is the main purpose of your project?

What is the result or outcome you are hoping to accomplish?

What is the result or outcome you are hoping to accomplish?

What is the timeline that the result needs to be achieved?

2.4 Intended Audience

Identifying your target audience is very important. Having consistency in your message across all mediums is very important.

Having a call to action in the message should be there, what do you want your audience to do after reading your message? – Call your number, RSVP to an event, visit your website, Direct them to a physical location.

Let your graphic designing team according to what call of action is required and create the same accordingly. Being specific to the actual point will be very helpful to create the best design.

  2.5 Background & Context: 

You know your business best, you need to tell your graphic designer team some information about your company, your vision & goals, what do you do, and how this project fits in with your marketing goal.

This would help the designing team to understand better your end goal for designing. If you have your internal teams then explain to them the reason for the project & align them with your company’s other marketing goals.

2.6 Content:

Content is the king. Create specific lists of content that need to be included, & update the original list whenever things change. You might also include some general direction or inspiration for the art style & visual messaging.

Standardize the format & design so it can be recognized easily by your viewer’s with your other marketing campaigns.

2.7 Questions:

A campaign never starts with perfect information. It’s a process. There will be more questions, if there are questions at the beginning that needs to be explored, let your design team know them. This would help them to come up with the perfect campaign.

3. Market Research:

You must have a clear idea of who your target audience or market is and what would be the one thing that would appeal to them in your marketing campaign. Is your campaign used for brand awareness, for product offering at discounted rates or any other goal.

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You can also invest time in researching the different types of fonts, colour graphics & images that can be used to display your message and also does it the same appeals to your target audience. Have proper market research before spending money on your printing campaign.

4. Creative Strategy:

Once the goals of the project are finalized it is important to have an effective creative strategy that binds all your marketing tools together.

After developing your design for the campaign, you need to make sure all your marketing efforts communicate the same clear message about your products/services and your business.

During the initial meeting with your designing team, identity your branding goals and the medium (print, digital or a combination of both) you want to communicate it. This way the designing can build a plan that’s best suited for your needs.

This is very important if you want to run your marketing campaign across different locations. A good designing team will make sure that your marketing materials remain unified & carry the same look, tone & messaging across different mediums.

5. Delegate different tasks:

One of the common mistakes for the new business owners is to get completely involved in all the elements like designing, printing. It is important to delegate the work once the project brief has been prepared and discussed by all the involved parties.

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By investing in a professional graphic designing team and/or an experienced printer, you can create good quality designs and prints. A good printer like Darshan Arts can offer a range of services, including guiding you regarding the choice of paper, size, medium, provide a sample that can improve the quality of the final product.

If you have not done print marketing before, it is important to hire a good printer which would save your time & money by avoiding costly mistakes and also can get your printed jobs within the defined timeline.

6. Linking To Digital Content:

Even though you are using print marketing, it is very important to combine the same with the digital marketing technique. One of the easiest easy is to add your URL, social media profiles, WhatsApp number on your printing material, this way you will be able to guide your audience to your digital content.

You have already have designed unified content for print and digital mediums which will help the audience to connect better with your business.

Now a day the use of QR codes is on the rise, you can include QR codes on the printing medium & this would help customers to connect easily to your business online. By promoting digital content via print media, you can significantly increase engagement and interaction with your business and brand.

7. Conclusion:

Print marketing is a very powerful tool if used properly and enables you to connect with your target audience. Always use an authentic image that has been designed by your designing team and invest some time in doing market research before your every campaign.

Make sure that your print campaign has a clean, elegant & simple design with a clear call-to-action and also it’s very important to connect your print materials to your digital content.

Make sure that your print campaign has a clean, elegant & simple design with a clear call-to-action and also it’s very important to connect your print materials to your digital content.

Always proofread the sample and double-check everything before the final print. Do not do everything by you and it is best advised to hire a professional team who has experience graphic designing team as well.

A good printer will help you navigate through different technical aspects, guide you in choosing a paper as per your campaign, matches your exact color requirement on your final printed job & this all can be the difference between a very good print campaign.

Taking the time to create a high-quality print marketing campaign can save you time and money in the long run and ensure that you connect with your target audience, this would help increase sales and create brand awareness.

FAQ:

1. What are the different types of print marketing?

A: Print marketing is physically printed media which includes different types like posters, banners, leaflets, newspapers & much more.

2. Will social media kill print marketing?

A: Print Marketing will always stay relevant. It is best advised to use combination of Digital & Print marketing for your campaigns.

3. Can you make money from proofreading?

A: Yes, you can make good money by being a proofreader, lot of book publishing companies, newspaper & magazines companies require a good proofreader

4. What is the difference between proofreading & editing?

A: In proofreading you will look for grammatical errors like spelling mistakes, incorrect punctuation, while in editing corrects the core issue of the content like clarity and sentence construction.

5. What is broadcasting marketing?

A: It is a form of advertisement of products or services that are played on television and/or radio to gain more leads and customers.

6. What are the type of non-print media?

A: Radio & television are the major types, but still fall under traditional marketing.

7. What are the different types of media?

A: Print media, broadcast media (TV & Radio), outdoor media & digital (Internet)

8. What are the different types of print mediums?

A: Paper, cards, flex, banner, sunboard, PVC are some of the major mediums on which print marketing are being done.

9. Why is the newspapers a popular form of print media?

A: Newspapers are usually delivered at your home or are easily available at the newsstands and stalls. It is the best form to reach a huge mass of people.

10. Do big printers have their own graphic designing team?

A: It depends on printer to printer, some of them have their own in-house graphic designing team and some printers outsource these work

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