Overview
A print marketing campaign consists of a focused effort conveying a specific message and/or theme to a particular audience using print marketing materials. In some cases, the print marketing materials are simply passed out to the intended audience via person-to-person contact. In other cases, the print marketing materials are disseminated via a mail carrier (often referred to as a direct mail campaign) such as the United States Postal Service or other private carrier.
General Considerations
In designing a print marketing campaign, one must make certain that the intended message is clearly conveyed in both substance and form. In that, planning efforts must be exercised to determine which print marketing materials will be used, what message will be conveyed, and how these print marketing materials will be transmitted. Hence, a focused effort must be implemented in order to achieve substantial results.
In selecting print marketing materials, one must consider which medium would be most effective in terms of cost and communication. Budgetary constraints will help one determine whether postcards, flyers, posters, banners, brochures, letterhead, door hangers, and/or stationery will be most effective. Also, one must consider who the intended audience will be and whether a particular print marketing material would be better than another. For example, suppose you want to announce your new dental practice to an existing subdivision. Well, you may opt for a postcard campaign that can be mailed or delivered by hand announcing your new practice and introduction to your services.
Specific Considerations
The goal of a print marketing campaign is obviously to achieve interest in your goods and/or service either through sales or brand recognition. The selection of your goal should be the primary step in deciding how to craft your message to your audience. Once you have selected your goal, you can spend some time tailoring a message that is specific to your intended audience. In the example above, a new dental practice intends to announce their opening within a new subdivision. In this case, making a prospect aware of your service and getting them to take action, i.e. call for more information, make an appointment, etc. would be the primary goal when designing your message. For instance, besides introducing your services perhaps you may offer a reduced rate for a dental cleaning or tooth whitening program for new customers.
A print marketing campaign takes time and consistency to generate repeatable results. If you think that sending out one mailing and/or delivery of your print marketing campaign will achieve your results, then you are being unrealistic with your marketing goals and setting yourself up for failure. It often takes a consistent effort over time before you can realistically track the results of your print marketing campaign. In order to achieve your marketing goals, understand that a long term print marketing campaign will give you the desired results from your efforts. Certainly if your goal is to continue to keep customers and prospects aware of your brand then consistent print marketing campaigns will best ensure brand recognition.
