WARNING: With print, you have to be very careful inspecting proofs or versions before authorizing the master or “final” and printing. Once it is printed you can’t change it without printing another batch, and in many cases that isn’t possible, or is very expensive!
Print, as a marketing channel for small businesses, covers anything you make for marketing that is printed. From price lists, signs, and business cards to give-away pens or other items.
Advertising Specialties included logo t-shirts, logo polo shirts, hats, magnets, pens, golf balls, and pretty much anything else that can be printed on. Advertising Specialties are also called giveaways, freebies, custom printed items, logo ads, promotional items, swag …. See this guide to learn more about how to bring awareness to your small business or brand. Best if they are useful and people use them often. They are constant ads for you!
Brochures & Flyers
For your business, products/services brochures or flyers are great for giving concise overviews and information. They are great to give out at your location, business mixers, trade shows, other events, or for your customers to pass on to others. Also, save a PDF version and make it downloadable for your online prospects.
Business Cards are still useful and can be a very good marketing tool! Make sure all your important contact information is on your business card, including social media contact info. If your business isn’t obvious (Carl’s Auto Detailing), make sure to include at least a line describing your business. The business card can be your best offline marketing and sales tool.
Newspapers & Magazines
Newspapers are disappearing as people get their news and information from other sources, including the online internet, television, and radio. This has made newspapers a less valuable medium for advertising. That said, if the newspaper also has an online version or having an advertisement in a newspaper is part of an advertising package then it might be worthwhile. As a small business, you need to define your target market and then get the demographics information from the newspaper to see if it reaches whom you want to reach. Magazines with a target market are a print medium that can be more productive as an advertising vehicle. There are magazines that are dedicated to occupations, locations, and interests and you are more likely to find a better fit with reaching your target market. Plus, most magazines have online versions which make their reach even more valuable.
Print Advertising and Promotion
Print advertising/promotion is when you place advertisements in or on anything that is printed. This includes newspapers, school newsletters, t-shirts for events, etc. These can be very effective for marketing small businesses. Advertise in the publications and support the organizations that reach your target markets. Print advertising is when you pay to put an advertisement in something that is printed like a newspaper, magazine, or coupon books. If you are a small business marketing to a local area, then publications that cover your target market in that area can be very effective. Print promotion is when you make a donation and then they put your logo or info in their print material or on t-shirts for events, etc. Small businesses who are restaurants, clothing stores, retail, realtors, insurance, and others can benefit from this form of marketing.
Sales materials help you close sales. They can be very effective tools in sales process. Catalogs, price lists, product cards, etcetera are primarily used at the point-of-sale or time of sale to provide details or information that prospects feel they need to decide. Make your sales materials easy to read, and to understand.