There’s no doubt about it. We live in a digital world, with digital media pressing in all around us.
Marketing strategies are rapidly changing too, accommodating and keeping up with the times. 25 years ago, an ad in the yellow pages was a valuable tool, while today we’re on social media, uploading photos, videos, blogs, and more.
So, is print dead, or should it have a place in your marketing toolkit?
Print Is NOT Dead: You Just Have To Use It Wisely
As a contractor, print should absolutely still be part of your marketing plan. Just be careful not to buy into the all or nothing approach!
Richard Elliott of Print Guru Marketing puts it this way: “Rather than taking an all or nothing approach to your marketing efforts, a multi-channel approach (print marketing mixed with social media marketing) presents a balanced message across all marketing platforms. That’s the key to consistent name exposure and recognition.”
“Rather than taking an all or nothing approach to your marketing efforts, a multi-channel approach (print marketing mixed with social media marketing) presents a balanced message across all marketing platforms. That’s the key to consistent name exposure and recognition.”Richard Elliott, the Print Guru
Did you catch the key takeaway?
Use print marketing carefully, with a focused, intentional approach. It’s not a faucet you turn on or off to control lead flow with a flick of the wrist. Print marketing is all about consistency, long-term brand awareness, and exposure that causes you to be top of mind when a client needs your services.
What Does Print Marketing Look Like Today?
Here are a few ideas, based on what our clients use and have success with:
- Print ads! Yes, good ole fashioned print ads in local publications still work, and people still look at them (especially if you’re trying to reach a slightly more mature demographic).
- Local mailers! A well-branded mailer with photos of your team, in uniform, can be a valuable way to stay connected with a local neighborhood. You may even want to have a stack of “We’re In Your Neighborhood!” mailers ready to launch to specific areas, letting them know that you’re there, you’re local, and you’re ready to serve. A special neighborhood discount can sweeten the deal, too!
- Door hangers! Love ‘em or hate ‘em, door hangers still work. Try a strategy like we mentioned above, letting folks know that you’re working down the street and are available for a free estimate.
- Yard signs! We’ve found that clients who use attractive, modern yard signs get leads from them. It may be old school, but why mess with a good system?
- Trucks and vehicle wraps! Rolling branding… And gone are the days of a simple logo and phone number on a door – many of our clients are getting super creative with attractive graphics, logos, photos, and more. The potential is huge.
- Handouts and brochures! Sales sheets dropped at a front desk with a container full of cookies are more powerful than you might think.
Print is like the handshake of the marketing world: it’s been around a long time, but it’s still a professional, personal point of contact that can make all the difference.
Just remember: don’t put all your marketing eggs in one basket. Diversify, working in a mix of print and digital media. The results will make you a believer!