Small Business Knowhow and Applying them to Print Marketing

Esquire’s magazine 1962 to 1972 art director George Loison magazines and the iPad:

“It’s O.K., I guess. But magazines will never die because there is a visceral feeling of having that thing in your hands and turning the pages. It’s so different on the screen. It’s the difference between looking at a woman and having sex with her.”

Print media is NOT dead

Nowhere does it say that just because technology is constantly changing and improving that traditional printing should be dropped and left behind like an old toy. Loison says it all when he says that magazines will never die, because at the end of it all a digital screen will never be the same as actual printed materials. There’s something different and ultimately better in flipping through the pages of a magazine or exchanging business cards than whipping out a smart phone and “bumping” or the like. We do live in a world that is undergoing cyber revolution, but that is really just another way of saying that it’s time to come up with more innovative ways to make use of strategies like print media.

Basically, for anyone who says that print is dead, not so fast!

Set yourself apart from the competition.

One reason why entrepreneurs and small businesses seem to be favouring online marketing more and more is that it’s something new, fresh, and with a lot of potential. According to some internet statistics, for example, 70% of social networkers also shop online which is a big opportunity for anyone who markets through this medium. However, other statistics, would show that mobile and internet users are not necessarily abandoning prints any faster, which only shows that print is still very much in the running. It’s a matter of not presenting something that is “old and used”, giving customers prints that would set you apart from competition and solidify your brand creativity.

Here’s a few tips:

  • Choose the right printer. A good commercial printer has experience and can give you priceless advice on what to do in order to differentiate your prints. It is their business after all.
  • You get what you pay for. Sometimes, a little bit more quality goes a long way in getting customers to prefer you. If you are not able to shell out more money for your print advertisements, it is perfectly fine and you can still get some great prints, but sometimes in order to put yourself in a different league, you do have to spend more. If your printer offers special offers and discounts, that works too!
  • Don’t be a copycat. The very essence of being unique is having the creativity to create something original. Get someone to help you and give you tips, but don’t just copy someone else’s work that you think would look good. Use your printer’s knowledge to the fullest.

Know your tools.

You can’t succeed in something if you do not know the different tools you have at your disposal. That goes not only for small business in general but for print advertising specifically as well. Here are a few of the different materials you could try out for your small business.

  • Posters. Go big with some full-colored posters and wow your customers and competition. The problem with digital technology is that people are limited to the size of their screens, while with posters you can have up to gigantic sizes displayed anywhere you want.
  • Flyers. Getting word around your local area fast is best done by giving out flyers. That little bit of personal interaction goes a long way into getting people through your doors, unlike emails which will simply be buried under spam under a minute.
  • Business Cards. Every day, thousands and even millions of people are still exchanging business cards in order to expand their network. It’s the perfect networking tool and there’s no reason why you shouldn’t have one too.
  • Brochures. These are a perfect way to give a glimpse into your products and services in a more compact manner. They are easy to give out like business cards, but have a ton more space for you to do your magic.
  • Catalogs. Got a lot of different products and lines to show off? A printed catalog should work best. Deliver these to customers and they’re sure to be flipping pages and marking products to buy in no time.

These are only a few things that start-ups ought to know about business as well as using print ads. While the trend may seem to be veering away from print, it’s really just an opportunity rather than a death sentence. In the end, it’s still your business and how you market it is your decision.


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