Christmas is firmly on the horizon and the year is drawing to a close. It’s time you were thinking about your marketing plans for the new year and beyond.
If you’re looking to grow your business over the next 12 months, then chances are you’ll be investing in your marketing. Raising awareness, increasing engagement and ultimately attracting new customers that align themselves with your service, product or brand.
There’s no denying it, we’re in a digital age. Marketing thought leaders say we are already in a post-digital age and must be thinking omni-channel. So, while digital is likely to take up a significant proportion of your marketing efforts this year, print will play a big part. Building your brand, telling your story and generating web traffic.
Before you get started on your print marketing plans for 2020, here are just a few questions for you to consider:
What do you want to achieve?
The worst mistake to make when you put together a marketing strategy is to think about the tactics and output before you resolve you objectives. You want a new brochure in 2020, but why, it’s time to dig deep!
What are your business goals? How long will it take to achieve them doing what you’re doing now? What are your current customers telling you?
What are you doing at the moment?
Next, look at the marketing you’re doing at the moment and consider if it’s working for you.
Do people respond well to your business cards? Does your packaging stand out on the shelf? Do people keep hold of your brochures to help them make a decision to buy from you, when the time is right? Do people engage with your stand at shows?
This should give you a good starting point on the tactics you’ll want to implement throughout the year.
Who are you trying to target?
One of the biggest considerations when you put together your marketing plan, for any product, is your target audience.
Who are you trying to communicate with? What are their values? Why would they want to use your product or service?
Only by understanding what your target audience wants and needs can you communicate a clear message on how your business can overcome their problems or achieve their goals.
If your answer to this question is ‘everyone’ then I’m afraid you’re destined to fail. Even with the data we now have access to, no company in the world has the resources to customise their marketing to everyone on the planet, The biggest global players still get caught out sending messages that get lost and diluted and they have budgets exponentially bigger than yours. Much better to work out what they have in common and how you can best serve them.
How much do you want to spend?
Believe it or not, small businesses should be spending approaching 10% of their turnover on marketing. This may sound like a lot, but if you’re already using business cards and taking roller banners to networking events that you pay to attend, then you’re already spending on marketing!
Whatever you decide to spend, be clear on the amount of extra business you are aiming for as a result of your marketing activities.
How do you track success?
Traditionally, tracking the success of print marketing was imprecise, but thanks to technology it’s easier than ever to directly attribute sales to your print marketing and make sure you’re getting the best return on your investment.
Set up different landing pages or custom phone numbers for each piece of marketing collateral you produce. When a potential customer gets in touch you can track where they came from.
If you’re in retail, the oldest trick in the book is to include vouchers in your print marketing that can be cut out and redeemed in store. The more vouchers received, the better the campaign has performed. The digital equivalent to this is including discount codes. So if you’re selling online, be sure to include this functionality in your online store.
If you’re ready to start thinking about your print strategy for the next 12-months, but don’t know where to start. Get in touch with Nexuscpp who can help you think it, print it and love it, well into 2020.