Although the modern-day customer is faced with a multitude of online and offline touchpoints, few resonate as powerfully as a thoughtful piece of print marketing.
But with print options ranging from magazines and billboards to catalogues and letterbox marketing, how do you ensure your efforts stand out?
We’ve compiled seven examples of successful print campaigns that cut through the clutter.
Catalogue for scenic luxury cruise tours
Scenic celebrated its 30th birthday with a catalogue.
There are few sayings that ring as true as ‘a picture tells a thousand words’. That’s why strong artwork and bold images, along with clean layouts, can make a big difference to your print marketing. To celebrate its 30th birthday, the luxury cruise company Scenic distributed a 24-page catalogue to highlight some of its best-value deals. The booklet featured crisp, engaging imagery of Alaskan mountains, canyons, and wildlife, inviting readers to imagine themselves on a luxury cruise to each exoticlocale, and incite sales.
Deals booklet for P&O Cruises
P&O Cruises used a brochure to promote its kids go free offer.
If what you’re selling is simple and to the point, keep it that way – short and sweet. Nothing repels customers in print marketing more than overwhelming them with information. P&O Cruises, a global travel brand with a history of publishing large-format catalogues recently distributed a deals booklet to advertise a promotion that offered free cruises to children travelling with an adult. Sure, this offer is attractive on its own, but by combining it with bold imagery and essential information presented in a bite-sized segments, P&O managed to maximise its cut-through.
Brochure for Stockland
Stockland printed its brochure on thick, matte stock.
Unlike online campaigns,print advertising is tactile and designed to forge an emotional connection with your customer. So, rather than deciding on channels and formats that fit your brand, a print marketing campaign should consider paper stock and quality, and brochure folds. Award-winning property group Stockland embraced these principles to promote a new line up of house and land packages. Its brochure, printed on thick,matte stock and featuring a concertina fold, cemented its status as a prestige brand with a credible track record. Its online traffic jumped as a result.
Fairy Dishwasher Tabs sample for Proctor & Gamble
P&G enclosed a special offer with its sample.
There are few forms of advertising as effective at reaching new customers as inviting them to sample a product for themselves. To promote its new range of Fairy Dishwasher Tabs, Proctor & Gamble distributed three free samples of its product in an enclosed pack alongside a simple flyer. The promotion, launched in partnership with Coles and Woolworths, aimed to drive customers in store, where the dishwasher tabs were on sale for half-price. In this case, phrases such as “Try our best clean” and “Take the Fairy challenge” created a clear call-to-action, and saw in-store sales spike.
Fridge magnet for Health Direct
Health Direct added a magnet to its flyer.
When designing a print campaign, it pays to think outside the box. Sometimes, producing something your customers can refer to again and again is a smartoption. Last year, Health Direct opted to create a fridge magnet,reminding patients that their after-hours GP service was only a phone call away. The magnet, which was slightly bigger than a business card, and outlined both emergency and after-hours helplines, proves that carefully considered marketing can also act as a powerful resource for customers.
Die-cut flyer for My Republic
MyRepublic die cut its flyer.
For MyRepublic, an up-and-coming internet provider competing with the likes of iiNet,TPG, and Telstra, finding new customers means pulling out all the stops. To creatively advertise its lightning-fast, 100-speed tier NBN package, it chose to print a die-cut flyer shaped like its logo – a rocket ship. This playful solution had the double benefit of communicating its brand message to new customers, and was more memorable than a standard A4 print.
Flyer for Red Rooster
Red Rooster printed almost 2 million flyer.
If you’re a mass-market brand,sometimes practicality is more important than quality design. To this end, fast food chain Red Rooster printed almost two million flyers to promote its new home delivery service. The flyers, which were printed on standard paper stock for flyers and brochures, were inexpensive and quick to produce. The result? A lot of free roast chickens. This campaign is proof that the fastest, simplest option is sometimes more powerful. Ultimately, it all comes down to your audience.
There’s no denying that print campaigns can heighten awareness of new promotions, convey your brand story, and connect with customers, both old and new. But it’s equally important to remember that a print campaign should be personalised to your audience, and tailored to your objectives if you want to maximise impact.
To find out more about how to craft a killer print campaign, contact Salmat today on 1300 725 628.