Print Marketing 101: Lesson#1

Identify Your Goal, Audience & Desired Outcome

Although professional printing can go a long way toward creating a great impression, the best measure of your promotional piece is the results it delivers. 

Be sure your marketing materials are as powerful as possible by following a few basic guidelines.

 

Know Your Audience and Set a Goal

Whether you’re introducing a new product, promoting an idea or simply creating awareness of your organization, start with a thorough understanding of your target audience, and a clear picture of what you want that audience to do. 

For example, do you want recipients to:

• Visit your store? 
• Order a promotional item? 
• Sign up for your mailing list? 
• Refer your company to a friend? 

 

Ask Your Readers to Take Action

Be sure that your message is clear and that it is written with your readers’ interests and needs in mind.  When appropriate, include a clear “call to action.” This is a simple statement that tells readers exactly what you’d like them to do, and how they will benefit from performing the desired action. 

For example:

• “Call now and get a free....”
• “Attend the conference to learn strategies for....” 
• "Order now and become eligible to win...”

 

Use Good Design to Promote Readability & Reinforce Your Message

Once you’ve developed a strong message, one with a benefit and a call to action, use well-thought-out graphic design to help set the tone for your message, and make it easy to understand.

 

Read on for more information about “what makes good design,” and for answers to these questions:

• Where do printed marketing materials fit into an innovative marketing plan? 

• Which type of printed piece works best in a particular situation?

• What are the elements of compelling copy?

• How do layout, color and paper come together for good design?

• How do I prepare a file for four color printing?

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