If you are one of many small business owners who has a brick and mortar location, the pandemic has fundamentally changed how customers access your company’s brand exposure. Physical restrictions on businesses have transferred in-store purchases to online ordering and contactless delivery.
This does not mean that print is dead. On the contrary, it is more important than ever to be strategic in your placement of branded content to continue to leave a lasting presence in your customers’ minds. With so much online competition, your imagery must dance online and thrive offline. How can you continue to make a lasting impression?
1. Create Branded Packaging
Packaging can be expensive as a small business, but when customers cannot come into your location to view your product, packaging becomes even more crucial to brand exposure. Ensure there are company symbols, colours and logos on the packaging, so it sets your product apart from others. Each order is an opportunity to maintain brand recognition with the client. Well-conceived packaging tells the customer that your company has considered the details and values their experience. Print service companies can help design packaging to match your company’s products and branding.
2. Direct Mail
Direct mail includes print advertisements like flyers, postcards, and catalogues that are sent in the post. In addition to direct mail, placing items inside your curbside pickup or posted packages is an excellent way to show your customers what is new and exciting at your business. Utilize these to encourage reorders and create loyalty. The more your imagery makes its way into your customers’ homes, the better.
Printed catalogues can display your current product or service offering and share upcoming offers. Drop a single page flyer version of your catalogue with each order and mail more detailed monthly catalogues.
Newsletters can offer behind the scenes insights into your business as a community. The energy that customers once felt when they entered your store must be replicated in some other way. Newsletters should be a part of that plan. Newsletters can share plans for the coming month or your favourite project from the previous month. Memorable stories create a personal connection that the customer will wish to revisit in the future.
You can’t forget business cards. Business cards are portable calling cards that your customers can take with them wherever they go. “Where did I get that awesome product? Oh right! Their card is in my wallet.” This puts your contact information and your website at their fingertips and solidifies your brand exposure.
3. Match your online imagery to your offline imagery
Your digital content must match your offline content to keep a cohesive image and direct customers back to the website they ordered your products from. This means working with your printer to design signs, labels, business cards, internal documentation, invoicing and packaging to match the colours, fonts, and imagery that is found on your website and social media. If your colours look completely different on print versus on screen, your customers may not immediately make the connection between your branded content and your business. A graphic designer at a print shop can help ensure these things are cohesive and allow your customers to tie your digital presence to your product or service.
4. Use your website and social media to create a loyal following
Though there is less foot traffic entering your brick-and-mortar store, you can still communicate with your customers. A landing page and/or ecommerce site is an absolute must. Here is where you will place the bulk of information about your business. To direct your customers to this page and keep an open dialogue with your customers, utilize social media platforms to continue the conversation. Monitor your emails, messages and social media channels and stay active. Building a following and creating awareness requires diligence and a plan. If you are a B2B business, LinkedIn is a great place to start. Instagram is excellent if you have visual content. Twitter is perfect for linking back to the appropriate content on your website.
5. Video marketing
Video marketing is an online trend that is sure to stay. Create a well-constructed video that is geared towards your target audience and their interests. You can use video to showcase a product in use or share a heartwarming story about your business. In addition to your digital branded content on the video, strategically placed branded print items in a video will reinforce your company’s imagery. If you’re still working in your physical location, film your video in your showroom to create a virtual shopping experience for your customer. A printed backdrop in your branding colours will pop in the background as you showcase your product or service and solidify your business’ personality.
Post-Press
In the age of physical disconnection, it can be a challenge to create brand awareness. By utilizing these tips, your company will make a lasting impression both digitally and in print. Harmonious use of these elements is essential to create an enduring relationship with your clients. Minuteman Press Calgary Shepard can help you design and create print content that will
strengthen your brand awareness in a contactless world.
Contact Minuteman Press Calgary Shepard today to discuss the best print options for you!
