The “four P’s” of marketing (product, price, place and promotion) have influenced campaign after campaign for years, and they’re certainly still relevant. But if you’re trying to make relatable and effective print marketing materials, then the four P’s of branding might actually be more useful to you. Here’s how you can think about incorporating your company’s purpose, promise, personality and platform into print marketing:
It doesn’t matter whether you’re making a teeny-tiny postcard or a giant banner; the hardest part of print marketing is often editing down everything you have to say into a concise statement that will mean something to the reader. Clearly defining your business’ purpose — a one-sentence explanation of why your business exists — can help you do that. Even if the statement itself doesn’t make it onto the final product, you should compare every element you’re considering against your purpose. If they don’t fit together, then your marketing materials aren’t reflecting your company the way they should.
Your promise is what you can offer to your customers, and is essentially another way of thinking about your unique selling proposition. You have to be able to highlight not only what it is that you offer, but what you offer that other companies can’t. You might sell widgets, but what makes them different from your competitor’s widgets? Keep in mind when making promises that consumers aren’t as forgiving with companies as they are with politicians — once you make promises, you must expect to keep them.
Brands have personalities, just like people do, and you want your brand to appeal to people on an emotional level. Are you easygoing and likeable? Are you edgy and forward-thinking? Are you professional and traditional? Are you quirky and fun? Research what your target market prefers, and then project it. When it comes to print marketing, one of the strongest ways to convey personality is through choices of colors, fonts, graphics and images. That’s why it’s so important to work with a qualified graphic designer or marketer who has a solid understanding of how design choices affect people’s psychology. Especially if you’re creating marketing materials designed to draw in passers-by, you’ll have only a few seconds to make an impression.
This is where the technical details come in. The physical distribution of your purpose, promise and personality matter, and that means choosing a top-quality commercial printing company that can ensure that the print product you end up with reflects the quality and care you offer your customers. For small businesses, a digital printing company will probably be best; digital printing generally allows for lower minimum quantities than offset printing, has a quicker turnaround, is more accurate, and has fewer variations because ink and water don’t have to be manually balanced throughout the run. Digital printing is also the most affordable way to print customized materials such as direct mailers and letters. But no matter what printing techniques you choose, the final product should be representative of your brand.
How else can brands increase the effectiveness of their print marketing materials? Discuss in the comments.