Marketing Ecosystem: Print Promotion

- September 4, 2012

Strategic Tuesday/Promotion

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing.  Today is Strategic Tuesday and we are starting a new series focusing on the marketing ecosystems.  Over the next few weeks we will look at each of the nine nodes and how you can leverage them to better promote your product or service.

The node I’m going to discuss today is print.  I am still a big fan of print advertising.  Print ads can be very creative and I believe people still read them.  Most importantly, you are able to target your print ads better than ever before with the wide variety of publications available today.

Let’s look at a few of the possible components for print campaigns.  First are the numerous magazines available on newsstand or via subscription.  One might argue that magazine readership is on the decline, however, they have become very tailored to specific interests; making them a good choice for specialized products.  Everything from fashion to outdoor equipment will find a publication for their target audience.

Potential customers are still reading newspapers.  People love to peruse the Sunday paper making this advertising channel a powerful tool in your campaign.

Then there are trade publications.  If your product is B2B you can run print ads that will appeal to customers, perhaps in your industry, seeking out your product.

There are also alternative print delivery methods.  Inserts are one mechanism added into newspapers and magazines.  Catalogues can be inserts as well, allowing you to direct market to potential customers.  Items such as shopping bags may also be used to print your message.  Print can be accomplished via many creative methods.

Lastly we’ll look at custom publishing.  I’m a big fan of this as well.  You are able to generate newsletters or print brochures and distribute them anywhere you have a channel for a print component.

It’s very traditional, but print ads still work.  They compliment your existing portfolio of the other nodes such as online marketing and place-based marketing.  Investigate what is available and try new approaches.  You can test a print ad if you have the metrics in place to tell you whether or not it driving the desired results.  Print may be a great vehicle for you to use in the future.

That concludes Strategic Tuesday.  Join us tomorrow for Action Wednesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

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