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The start of a new year is always a great excuse to examine your marketing performance and see where improvements can be made. As we look ahead to the new year, this post will explore areas where print marketing can enhance and improve your marketing programs as part of an effective omni-channel campaign.

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1. Understand what influences the buying decisions of your target audience. There may be many steps on the journey between your customer becoming aware of a need for your product or service and completing a sale. Which touchpoints in this journey can print influence? Can you use it early on to promote your brand or further along the process to promote an offer?

2. Know the benefits of print and apply print marketing to make the most of these benefits. Print marketing brings with it many benefits that can’t be matched by online channels. That’s not to say that it’s better or should be used instead of online marketing, simply that the benefits of print should be considered when you’re planning which channels to use for what purpose. These benefits include:
- Print engages more of the senses than digital marketing. This makes it far more memorable and any engagements with it longer lasting
- Print can give a better representation of your brand than a website alone. A great logo will look even better on a well crafted print campaign. Don’t underestimate the power of an authoritative brand
- Long lasting marketing that will deliver results for months after a campaign goes live gives you much better value than on-demand online advertising. A printed product such as a calendar that stays on a desk for months will be promoting your brand to your target prospects for much longer than a one-off ad

3. Be data smart. Do you know what products or services your prospects are interested in? Look to engage them with bespoke offers that are relevant based on the activity they have taken either on your website or in-store. Targeting new prospects? Use them as an opportunity to test different messaging or imagery within a particular print campaign and monitor their engagement with it to begin to understand what works best on your target audience.

4. Online interaction. Just because it’s offline, it doesn’t mean it can’t be tracked. If you plan the lifecycle of your marketing campaign to include online calls to action on offline marketing collateral, you can analyse the performance of your offline materials using well planned, well placed calls to action. This could include voucher codes, social media hashtags or QR codes, all giving you ways to use online interaction to report on the efficiency of your offline marketing.

5. Plan ahead. Many print campaigns suffer from being close to the wire and reactive, giving little opportunity for making the most of the strategic potential of a campaign. Look to involve your printer early on in the process, they can give you valuable advice on key considerations for your campaign such as the effect of paper weight on delivery charges which can result in less firefighting for the marketeer and a higher level of performance for the project.

eguide1 3d new titleAs marketing continues to evolve into new channels, print can play as important a role as ever in engaging your prospects and converting them into customers. When planned into an effective omni-channel strategy, the benefits of print can be used to target, engage and influence your prospects and use online calls to action to analyse performance, giving you a well rounded marketing strategy to take confidently into 2017. Learn more in our free eGuide available at this link.