4 Mistakes to Avoid in Your Print Advertising Strategy

Print Advertising

When used effectively, print advertising can be a great way to attract new customers/clients to your business. Meanwhile, print advertising is relatively inexpensive and can yield a high return on investment (ROI), making it an attractive marketing choice for businesses of all sizes.

Before you get started with a print advertising campaign for your business, however, there are some common mistakes you’ll want to be aware of so you can avoid wasting your marketing dollars.

1. Forgetting a Call-to-Action

Ultimately, each piece of print advertising should have at least one goal/objective. If you’re sending out individual mailers, then your print ad should include a very specific and obvious call-to-action. This could be anything from encouraging your reader to visit your store, follow your page on social media, or contact you by phone. Whatever your objective is, you need to make sure that your print ad very explicitly includes a call-to-action for readers to carry out that goal.

2. Not Knowing Your Audience

One of the biggest mistakes businesses make when investing in print advertising is simply failing to conduct appropriate audience research. Unfortunately, it is impossible to craft an effective print advertising campaign (or any ad campaign, for that matter) without knowing your target audience inside and out. Some important details you should be gathering about your audience before developing your print campaign include:

  • general demographics (age, location, gender, etc.)
  • interests
  • common characteristics and/or behaviors

3. Using Poor Quality Materials

When designing a print campaign, the quality of your materials matters. This is an important distinction from web advertising because with print marketing, you have many different mediums and materials to choose from. Remember that your campaign is only as good as your materials; if you’re launching a direct mail campaign, for example, you’ll want to spend a little extra on quality materials. Your audience will be able to tell if you “cheaped out,” and this can reflect poorly on your company’s reputation.

4. Foregoing Help From a Designer

Ultimately, designing for a print marketing campaign is a lot different from designing for a web marketing campaign. With this in mind, it’s generally a good idea to work with a professional who has specific experience with this type of work. By hiring a print marketing specialist, you can rest assured that these common mistakes will be avoided and that you end up with a final product that is eye-catching and effective. This, in turn, can improve the ROI of your campaign and bring in new customers.

Not sure where to begin when it comes to finding a designer who specializes in print marketing in the Nashua area? CleverLight Media has you covered! Print marketing is one of our many specialties—so we can handle everything from designing to printing and everything in between. Whether you need brochures, flyers, or any other type of print media, we can help. Contact our team today to find out more about what we can do for your print campaign!

About the author

Lindsey is a senior project manager and content strategist at CleverLight. She leads our clients through the web design, development, and content marketing processes with excellent communication and time management skills. Since joining the team in 2020, she has become an integral part of the day-to-day operations at CleverLight.

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