Getting Your Customer’s Attention Through Print and Merchandise

Attention spans aren’t what they used to be, are they. There is not an inch of the modern world that isn’t fighting for our attention in some way. Which begs the question, how on Earth are you supposed to a) acquire, and b) retain, the attention and engagement of your customers? There are various ways to try and do this through digital marketing, but the issue with this is that there is so much online traffic that it is thought to be seen amongst your competition. Attracting custom through physical, real world advertising is a more striking way to get noticed and can be well achieved through both print and merchandise.


  1. The Benefit of Being ‘Lesser Spotted’


Yes, online marketing is king and is now the leading marketing medium. However, because of this, printed media is becoming somewhat of a rarity. Therefore, simply by using printed media in your marketing campaign you are making a statement. The most attention-grabbing print media is simple, vibrant and speaks directly to the consumer. You really have to tap into your target market to hit them with a simple, witty and relatable message that catches their eye. These days, nobody has time for anything that doesn’t peak their interest in a very short amount of time. Your print should always be economic in its content.


  1. QR Codes


Consumers love a QR code. These imprints on your printed materials are an excellent way to bridge printed and digital medias. The thing that makes these so attractive is the mystery of what this QR code might reveal. Indeed, if you make a habit of QR codes that lead to great content and benefits, then consumers of your service or product will be on the look out for your latest print, meaning you don’t have to win them over afresh every time!


  1. Your Audience


Always consider who you are talking to when advertising. Physical advertisements fit serious businesses and less frivolous customers better. You can afford wordier, weightier designs with customers such as this. With younger, more fickle audiences you need to consider that your ad should work on the basis that their attention needs to be taken, as if it were the first time they had encountered your brand.


  1. Narrative


Merchandise and signage can be effectively used together to create fantastic brand awareness. This is an approach taken by many successful department stores in London, Selfridges is a good example. They have highly conceptualised and meticulously designed displays in their windows. These displays marry together both products and signage to create a narrative that is both intriguing and engaging to the passer by.


  1. Grouping


Simplicity and clear concepts are always the most striking. Instead of displaying your merchandise by category or function, perhaps consider arranging them by colour. An all red or all green display will make a real statement image. You could even categorise them under a colour palette; using a tropical palette for summer products for example. The lesson is that concept and clear vision is always more striking than half-baked display ideas.

How to Save Money on Digital Printing

Print is still a massively relevant and important part of any marketing strategy, however, one of its pitfalls is that it can be significantly more expensive than its digital alternatives. Although the argument for this outlay is very strong, as print media has been proven to continue to convert to a significant rise in custom, money and margins are important. If you are smart about how you use your print media, then it is very possible to get really good value for money. Consider the following…


  1. Have A Strategy


The first way to ensure that you don’t waste or overspend on print is to lay a strong foundation upon which to build your print media campaigns. Treat your print with consideration and respect. Things like making print media the sole responsibility of one person, to avoid overlap or doubled ordering, is a good place to start. Also, take time to carefully consider where in your business print will be most effective, to avoid ordering printed material, or using print in an area of your business where it will have little effect. You should also ask yourself what effect you intend your print to have. Once you know this you will be better positioned to design and order specific, well intentioned materials.


  1. Streamline Your Content


What information do you actually need for your printed media? Many companies overspend on print because they pack their ads, brochures and publications with more information than the consumer requires or would even be interested in. If a sleek 4-page brochure will do just as good a job as your 12-page option, then go for the 4! In fact, simplicity and clarity always looks better on you, so we would recommend streamlining content wherever possible, as a general rule.


  1. How Much Will You Need in The Long Run?


If your product or service is one that does not change on a regular basis, then think about your ordering process. It is much cheaper to buy enough printed material to last 6 months, than it is to reorder a months’ worth of material every 4 weeks. Essentially, where possible, buy in bulk!


  1. Cost Effective Specifications


We use standard sheet sizes when printing for people. This can mean that customers waste paper, and therefore don’t get their money’s worth. For example, a 32-page A4 brochure, will cost you almost the same amount as a 28-page A4 brochure, as we still use the same amount of sheet when printing. So, make sure you check the specifications of your printed product before ordering.


  1. Think About Size


As with out last point, think about how economically your chosen paper size fits on our standard sheet size. You may find that making your printed material slightly larger will ensure that you take advantage of all the available sheet, and therefore be better value for money.

Everything You Need to Know About Branding Your Vehicles

Having branded vehicles as part of your advertising arsenal is an excellent move. It is an incredible to spread the physical presence far and wide, and is much cheaper than trying to secure a billboard in every town and city across the country! Branded vehicles have been around for a while in industries that typically use vehicles as part of their day-to-day; builders and delivery services, for example. However, advertising on vans and cars for purely brand spreading purposes is relatively new. It is an extremely effective marketing strategy if well executed, so make sure you take care to do the following when branding your company vehicles.


  1. Make a Statement


The first rule of branding your vehicles for advertising is an engaging design; don’t be boring. Your design has to pop, it has to catch the eye; you have to give your potential customers something to look at if you want them to drag their eyes away from their devices (or the road!). This means dynamic colouring, witty messaging and imagery, and well applied wrapping. If you are going to be driving around in a heavily branded car, it had better be worth it. Take the famous Red Bull Minis; these have a huge can of Red Bull resting across the car’s roof. No ignoring that, is there!


  1. Keep It Simple


Clarity is king. Overcrowding your design with information is not the way to go. Most people will only rest their eyes upon your vehicle for a matter of seconds, so a crowded design will only serve to confuse onlookers as to what your business is all about and, inevitably, turn them off. So, think about what your most important information is. Most likely this will include your logo and business name, along with a brief indication as to what you do, your contact details and your social media tags. This should be more than enough to entice the customer to delve deeper into what your business can do for them.


  1. Take Advantage of The Whole Vehicle


Remember that your car or van is 3-dimensional and has a lot of surface area to take advantage of. Sure, your main advertising area will likely be the side of your vehicle. But don’t forget to cover your bonnets, boots and roofs with relevant information. People can catch you from all angles, so make sure that your message is put across on every available space. And yes, we said the roof; you never know when you are going to be driving by a double decker bus!


  1. High Quality Design


Bad quality photography on your advertising doesn’t only fail to garner interest, is will also have a negative effect on your brand. It makes you look cheap and sloppy, so ensure that your imagery and design is of the highest quality.


P.S: When Driving…


Now your car or van is nicely branded, there are a few things you should keep in mind when driving it around. First of all, keep it clean. If your advertising is grubby and unkempt, then people will translate this on to their view of your company. But, most importantly, when you are driving your advert around, you are representing your brand. This being the case, be a good driver. How you handle your vehicle can also reflect on your business.

Consistent Branding: What Does This Say About Your Company?

Business branding is more important than ever. Whatever your service or product, most customers will likely come in to contact with your image and branding material many times before being fully convinced to engage with whatever your company is selling. Your brand is your shop window, and people will decide whether they are interested or not in a matter of seconds after coming face to face with your marketing imagery. It must be exciting, economic in content, impactful and, perhaps most importantly, consistent. Here’s why…


  1. Showing Clarity and Organisation


The best way to sell any idea is through simplicity; your branding and marketing should be without excess information and imagery. The best campaigns identify exactly the message they want to send, and execute in a way that is attention grabbing, and that hits the nail right on the head. The repetition of this message should be replicated in tone and intention throughout your campaign to ensure that the hit rate of the one idea to the consumer is high. Inconsistent branding can lead to confusion to for the and an apparent lack of organisation. Nobody is interested in sloppy marketing messages.


  1. The Illusion of Scale


Having a brand image or theme that is replicated throughout all of your marketing is essential in spreading the apparent reach of your business as widely as possible. This is a great way for even the smallest business to create an illusion of scale. If you are a small business based in London, but have recognisable marketing in Aberdeen, then the message that you are in business will spread far and wide.


  1. Confidence


Nothing is more attractive than vision and decisiveness. By deciding on a strong brand, a solid image and a well-crafted message, you show that you are confident about who you are. This, as an effect, gives the potential customer confidence in you. You know exactly what you are and, as such, they know exactly what to expect from you. This is why it is so important to put real time and money aside to design a marketing campaign that visually impactful and original, whilst managing to remain within the structure of your overall vision and branding.


  1. Instant Brand Recognition


This is, perhaps, the most important reason for ensuring brand consistency across all media that you release. It is your shorthand. The thing that makes you recognisable to all. Let’s take a company like Marks and Spencer as an example. They have made a strong decision about their target market, the tone of their branding, their design and colouring and the desired impact of their logo. Although their campaigns and specific advertising pushes have differed across the years, everything that they put out is undoubtedly ‘M and S’. The jackpot is to have something as simple as a logo conjure up all that is great about your company. For the customer to instantly recall your message, the quality of your service or product and what makes your business special.

Why Print Is Increasingly Important in 2019


You may be of the opinion, in a landscape that is being increasingly consolidated into digital formats, that the days of print media are numbered. However, this is not so. Although digital marketing is huge business, print continues to play an important role in any successful marketing campaigning. Yes, print is not the only advertising option any longer, it is no longer the lead medium of advertising. Rather, it is now part of a team of relevant techniques in the arsenal that makes up your marketing campaigns. Let’s take a closer look at how print advertising can make impact in 2019…


  1. Real World Presence


Print media is now one of many options; it is now are more specific, targeted technique. In many situations it is absolutely the most effective and relevant way to communicate your brand. As wide as digital media reaches, it can appear to be on the frivolous or even unnoticeable side when you compare it to a physical presence in the real world. The online world is choc-full of advertising that we have learnt to ignore to a certain extent, for online advertising to work it has to be really attention grabbing. Physical print in the real world is much less congested, more difficult to ignore and tells a story of real-world relevance about your brand in a way that digital marketing will not.


  1. Tangible Advertising


When you come into physical contact with your customers, print makes sense. If you are in retail, are running an event, are part of an expo or run a service that puts customers directly in your presence, then populating your space with high quality printed products is very important. There are a number of reasons why this works; first of all, as great as giving them a link to some information or a social media tag is, this is a faff. There is nothing a customer likes more than convenience, and printed media makes the acquisition of information simple to access. Secondly, this is an opportunity to spread your branding across all areas that might be in a customers eyeline, reiterating your brand and its message. Last of all, print simply engages more senses than online marketing; sight, smell and touch can all be taken advantage of with print.


  1. A Cog in Your Branding Plan


Print media should be treated as a significant part of a wider, multi media marketing strategy. In fact, print is a great way to signpost customers towards engaging with your online material. Similarly, online media can do the same for your printed materials. All of your media marketing elements should support and complement each other; treating them as separate entities will create brand confusion, a sense of disconnect and lack of flow in the eyes of potential consumers.


  1. Print Feels Premium


Because print is now less commonplace, holding a glossy magazine or premium piece of print in your hands can feel premium; it makes you look successful and gives your business weight, literally. If you have a luxury brand, the this is something that your target audience will certainly connect with and appreciate.