We live in the digital age and not just yesterday. At the latest with smartphones and social media, most people have shifted more and more to the Internet – and with their advertising. Because good marketing picks up the target group where they are. Conversely, does this mean that the time for print advertising is over?
We say: No! Because even in 2022 you can attract attention with well-thought-out print advertising. Of course, for many people, the focus is no longer on printed promotional material. This means, on the one hand, that the target group is simply increasing and, on the other hand, that you have to put in more effort to inspire people. We give you 5 tips with which you can set up your print advertising in such a way that you will still be noticed in 2022!
What is print advertising?
Print advertising refers to all advertising messages that are distributed in printed form. So the possibilities are diverse. This term includes advertising materials such as flyers, brochures, and catalogs as well as posters, stickers, or advertisements in magazines and newspapers. As wide as the various forms are, they all share the same goal: print advertising should attract attention and encourage the target group to take action!
5 tips for contemporary print advertising
1. Choose special formats
Catalog in A4, flyer folded twice – nothing new in the West. Many companies continue to stick to their cherished routines in print advertising. And that’s only understandable: after all, it’s easier to set up the advertising material according to known structures than to think about it from scratch.
You don’t have to use the wheel at all reinvent. Just start with the format. Imagine your catalog or flyer on a display next to the advertising material of the competition. And then think about whether you could possibly stand out from this mass of uniformity with a different format. Why not set up the catalog in landscape or square format and create a flyer that can be unfolded many times? You can already attract attention with a special format.
Important here: Different is not necessarily good. Always keep an eye on the practical use, because print advertising should continue to be good and intuitive to look at. Apart from that, using unfamiliar formats can give your print advertising a huge boost. Of course, this also applies to advertisements in magazines or newspapers.
2. Use high-quality materials
The special thing about print advertising is that it is experienced with many senses. First, you see them. Then you take it in your hand and feel the paper, which exudes its very own smell. This variety of sensory perceptions is what makes it so special. Accordingly, you should keep this in mind when creating your print materials.
Paper is not just paper. In the ordering and printing process, you have the option of specifying the quality and thickness. In this way, you can ensure a haptic that makes your printed product stick in the memory of the target group. Also, pay attention to the print itself and the colors, as this allows you to target the eye more effectively. Finally, an overall high-quality product often exudes a more valuable and natural smell than cheap mass production. So think carefully about whether the higher expenses will pay off later in the success of your print advertising.
3. Pursue a clear concept
Good print advertising needs dramaturgy. Don’t worry, you don’t need years of theater experience to create the concept for a catalog. Nevertheless, you should deal with topics such as attention psychology and gaze guidance. Because what you want to achieve with print advertising is to captivate viewers.
In order for this to succeed, the concept must be consistent from start to finish. Ideally, you even think in terms of complete campaigns and coordinating the various print products with one another. Of course, this requires a certain budget, which small and medium-sized companies in particular do not necessarily have.
In this case, it is sufficient for each advertising medium to be a closed story to understand. It starts with an attention-grabbing hook that pulls the target audience in. Various pieces of information are then built up, leading ever further to the goal – which ultimately reveals itself as a call to action. If you think this strategically, your print ad will quickly become more than just a compilation of information. It becomes a targeted marketing tool.
4. Link Offline and Online
This point follows logically if you want to pursue a coherent concept. Because good marketing doesn’t separate print and web. It links both sides and meshes them into a well-functioning machine. Thanks to links and QR codes, you can connect offline and online like never before. Do you have a new online explanatory video for your product? Then integrate it into your print advertising using a QR code. It doesn’t matter whether it’s a poster, flyer, or newspaper ad. The opportunities to connect are there – you just have to use them.
5. Break the routine and dare new ideas!
Especially experienced companies have their fixed processes when it comes to marketing. There are templates that are used in order to be as efficient as possible in the implementation. But such routines, time-saving as they are, can kill creativity and create boredom. Of course, that doesn’t mean that you should get along completely without schemes.
But question your approaches regularly and consciously try to break your routines. Play with completely new approaches and try out creative techniques. Rethink conventions in your industry and whether it makes sense to consciously break them. You will be surprised how much creative potential and interesting ideas you will find off the beaten track …
Convince with modern print advertising that inspires your target group
Print advertising is not dead. It has just become more difficult to reach the target groups. This requires rethinking and new ideas. Our 5 tips can act as guides that lead you on the right path to successful print advertising. We wish you a good and successful journey!
