Everywhere you turn today, you are likely to come across traditional business cards and banners. Despite advancements in digital technology, the application of older and conventional methods is still widespread. About one-fifth of businesses still use time-honored promotional materials for their trade show booths and events.
For a long time, people assumed that digital technology would replace traditional techniques such as offset and oversized printing. But the current trend is to merge the two technologies to bring out the best of both worlds.
You can combine the different types of promotional content to complement your business in several ways.
Traditional Printing and Influencer Marketing
The use of influencers is one of the fastest-growing marketing approaches. Trendy Facebook, Twitter, and Instagram personalities are helping businesses connect their customers to the brand. These influencers usually have a massive following on a variety of platforms. They sometimes understand the target customer better than the entrepreneur.
More brands are increasingly relying on influencers to create content. Studies show that companies are willing to increase their spending on this type of marketing. The challenge has been to manage the process, make the most of the budget, and realize their ROI.
There have also been improvements in traditional marketing techniques and related technologies. You can order quality oversized printing on different materials from your local print shop. You may use the materials on your modular stand or on a trade show booth. The stand allows you to change the graphics to suit your needs.
Businesses can make the most of their influencers’ reach by using quality tradeshow materials to generate hype. One technique is to send the YouTubers and Instagramers some of your products to give out before the tradeshow. With Smartphones, QR codes, or shortcodes, prospects can activate promotions and take part in contests you organize for the event.
Using Digital Signage and Printing
Another way that traditional forms of marketing are merging with new ones is through signage. Retail outlets are increasingly trying to create more personalized experiences. They want their customers to feel that the promotional material has been crafted just for them.
Traditional oversized printing is ideal for banners since it is easier to move around. On the other hand, digital signs have greater flexibility when it comes to updating content in real-time. With one click, you can update hundreds of screens, and change the messaging at the drop of a hat.
You can use both digital and oversized printing to create a hybrid that can prompt a prospect to take action. The availability of smartphone devices allows you to use the electronic signage to direct a customer to your website.
Additionally, the quality of offset printing and other traditional techniques can now match digital printing resolutions. Your trade show banners and signage can have the same consistency of brand color and design. You can also use vinyl printing and other techniques to display your brand on a wide range of materials.
Making the Most of Your Marketing
Marketing can be an expensive endeavor. Whether you’ll use oversize printing, digital signage, or both, there are things you need to keep in mind. Think about the target audience, what they react to, and where they congregate.
- Relevance and Placement: Before you approach a print shop, take time to consider the placement of your posters and banners. Is the messaging relevant? Does it grab the attention of your prospect?
- Media: Consider the medium you want to use to communicate with your prospect. A younger audience may prefer to use a Smartphone or to communicate on social media. But ignoring other forms of media could lock out some of your potential clients.
Advancements in technology continue to redefine how we communicate and interact with each other. Digital forms of communication are now merging with traditional printing techniques to maximize the potential of marketing efforts. Before you approach your local print shop, research and understand your target audience, to make the most of both mediums for your business.