The Power of Paper: How To Win With Offline Promotion
It’s clear to see that digital marketing has completely changed the way in which businesses promote themselves and attract new customers. And while a lot of success can be owed to mediums such as social media and email marketing, offline channels still have a big part to play.
Whether this is flyers, posters or loyalty cards, the role of paper should not be overlooked. In fact, leveraging the power of both offline and online marketing efforts to work in harmony can be very favourable; as recent research shows that that nearly 40% of online searchers make a purchase after being influenced by an offline channel.
So with that in mind, here a few ways that businesses can utilise the power of paper when marketing their business and attracting customers:
There are many benefits to offering a loyalty program, including business growth, customer retention and brand reputation. Studies have shown that up to 64% of small businesses that have implemented a customer loyalty program see a return on their initial investment. Loyalty cards are a great place to start but in order for this to be beneficial, you’ll need to be in tune with what your customer really wants. This will ensure that you are offering incentives that your customers will actually want to come back for.
To get started, it can be helpful to carry out a little initial research to see what kind of products or services they’re purchasing, and what they’re most interested in. You’ll then need to get some loyalty cards printed and hand them out to first-time customers. Usually operating on a stamp system, you can decide what incentive you want to offer at each visit, e.g. a free drink or coffee after the 3rd visit (and stamp). Small perks such as these will make your customers feel valued, and encourage them to return. For some examples of loyalty cards and to design your own, you can visit the MOO website.
Posters and Flyers
When done right, posters and flyers can be great for helping businesses get their sales messages across and drawing in new business. With online content, consumers can be overwhelmed, and forget what they’ve seen in a hurry; which iswhy it’s also worth providing something physical that they can hold in their hands, especially when it’s presented at the right time and at the right place.
When designing your poster or flyer, you’ll need to think carefully about what you want to put on it as you’ll be restricted with space. Whether you want to push a product or offer a discount, stick to one main message and try to keep the text short and to the point. The design also needs to be simple. If you can’t afford to hire a designer, you can use websites such as Canva which give you a selection of templates that are easy to customise with their drag-and-drop functionality.
Don’t forget to include your website, social channels, address and contact details on your flyer so that customers can find you online as well. You’ll then want to make sure that these are distributed or displayed in the right places. Think about where your potential customers might be and partner with other businesses to make sure they get seen e.g. if you own a pub or restaurant you could leave posters or flyers in a nearby hotel and vice versa.
Having been used by businesses worldwide for years, business cards are actually still very relevant todays. Having business cards readily available could provide the gateway to new business, whilst also giving a professional first impression to customers. They're great for handing out to potential customers who aren't yet ready to purchase or visit your premises but want to remember you for another time. They're also a handy tool for directing customers to find you on other channels (online for example), or if they want to pass your details onto friends who might be interested in your products or services.
You can get them to customers by leaving them at your point of purchase, stapling them to a bill or receipt, or popping them inside an online order.
Don’t forget to include website details as well as well social media handles, business address and contact information on your cards so that recipients are able to find you easily. To get started you can visit sites such as Vistaprint or MOO.com which provide affordable options to design and print your own customised business cards.
Now that you know what paper can do for your business and marketing efforts, it’s time to try some of them out! And if you're sharing your new designs on Twitter or Instagram, don't forget to tag us @liberisuk.