The start of a new year also means interpreting figures from the past year, setting new opportunities and goals, and making resolutions. If this sounds familiar, then stick around. Below, we have compiled all our tips for setting up a rock-solid print campaign and backed them up with examples from our own portfolio. Let’s go!
Imagine going to a restaurant and having to scan the menu with a slow, worn-out mobile phone. Or imagine attending a trade fair with digital business cards, but the person you want to network with hands you a physical business card… 1-0 to your opponent! This is living proof that a print campaign can help you get a better “grip” on your target group.
Before you start setting up a campaign, it is important to have a clear goal. What do you want to achieve with your campaign? More leads to your website? More visits to your shop? More awareness or more sales of a particular product? By clearly formulating your goals, you (and your team) can come up with a more targeted solution.
Inspiration: Hino Motors
Hino Motors‘ goal is to generate more awareness for their latest Ecosafe Certified label. To do this, they are showering their target audience with various useful print gadgets in their corporate style, including mugs, key rings, a drinking bottle, ballpoint pens, folders, caps, backpacks, T-shirts and jackets.
It is important to know who your target audience is so that you can communicate the right message and use the right medium to convey this message. Use market research to understand the needs and interests of your target audience.
There are various print media available, such as brochures, leaflets, posters, etc. It is important to choose the right medium that matches your goals and target audience.
Inspiration: Whimzees (Wellpet)
Whimzees focuses on dog owners. Images of dogs naturally appeal to their target audience. Wobblers are a great medium for literally standing out from other products on shop shelves. View the full Whimzees case study here.
Modern marketing is all about valuable and relevant content. To achieve this, you need insight into the world and challenges of your target group. With rock-solid content, you offer your customer a solution to their problem or contribute new ideas that they can use. The value proposition canvas can be a useful tool for determining which pain points you want to address in your campaign and how you can surprise your ideal customer with new solutions and ideas. This will make your print campaign valuable and relevant to your target group. The value proposition canvas consists of two parts: the customer and the offer. It boils down to asking the right questions from both the customer’s perspective and your offer.
Create an attractive and professional design: The design of your printed material is important because it attracts the reader’s attention and conveys the message. Ensure that your design is attractive and professional-looking, and that it is clear and easy to read. Use consistent colours and styles to maintain a professional and recognisable look.
Ensure that your message is clear and easy to understand for your target audience. Also try to tailor the message to the needs and interests of your target audience.
Inspiration: Manhattn’s burgers
In addition to a striking design, the medium is also finely tuned to Manhattn’s target audience: sulphate cardboard is a tough and tear-resistant cardboard with the highest whiteness among cardboard types. It is an ideal paper for an end product (menu) that can be used frequently without wear and tear. View the full Manhattn’s case study here.
The best-known and simplest way to create interaction with your target group is a QR code. And the great thing about this is that the statistics of your print campaign become measurable. You know immediately how often a QR code was scanned and from where.
By asking questions in your print campaign or inviting people to respond, you can create interaction and encourage readers to engage with you.
With these tips in mind, you have a powerful weapon to achieve your goals in 2023. Don’t forget to keep trying and adapting, so that you can continue to innovate and ensure that your print campaign remains appealing.
Do you have a fantastic idea? Then Kelly will get to work for you to develop your campaign down to the last detail.
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