Chloe CameronThere are many industries that use print, so if you think the print industry is dead, think again.
As we live in the modern world where digital media has taken over, it’s easy to assume that the print industry may come to a downfall. However, this is actually far from true.
With technology continuing to advance with the emergence of new digital platforms, some consumers still find appeal in traditional media. In fact, there are all kinds of industries that use print products to promote their services.
Digital fatigue is a common occurrence, which makes print media have an effective role in marketing for businesses. While online advertisements and email marketing are very much needed in many businesses these days, there’s still a lot of value to print media. According to Marketing Tech News, the print industry is 50 times the size of the music industry, and continues to grow rapidly.
Which industries use print?
- Publishing
- Healthcare
- Marketing agencies
- Retail
- Real estate
- Educational institutions
- Automotive
- Financial
These are just some of the industries that use print in their business, many of which have gained more than 5% in profit with print. According to the Demand Sector/Category Rankings by Print Potential 2018, the top three industries that dominate with print are packaged foods, medical, and publishing. Together, around 25 industries account for nearly 95% of print and only continue to increase print demand.
Which category does your client fall into? Previously, we explained why it’s important to have a target market. So how exactly do you target these industries that use print?
How do you target industries that use print?
Know your clients
In order to meet your clients’ expectations, identify who they are, what they do, and what they want. For example, if you’re selling to the automotive industry, take into consideration what you often see when you walk into a car dealership. Aside from the business cards you typically see on the agents’ desks, you may have also come across print products such as:
The primary goal of print products is to effectively convey a message to the target audience; whether the published material is a magazine or a brochure, the type of medium is also a factor in how effective it is in sending the message across.
Connect with these industries
Successful marketing should come across as sincere and authentic; high quality printing can build a more trustworthy relationship between the client and customers, and also leaves a strong impression for the brand. It’s important to show consumers that you have multiple touch points in terms of marketing, which shows how valuable you are as a business. Simply being online in the digital space isn’t enough, and clients should be extending their reach in as many directions as they can when it comes to their marketing strategy.
When it comes to connecting to potential clients who require print, there are a few ways to approach this.
- Networking
- Trade shows
- Social media
Print media also often holds more meaning in messages compared to digital media. For industries such as the wedding industry for example, traditional print media holds much more value. Weddings are personal events that require more intricate approaches. While sending digital wedding invitations through email aren’t exactly frowned upon per se, it’s not as appreciated as a printed postcard invitation, especially if some guests are part of an older generation that doesn’t have email accounts. Wedding businesses actually thrive off of the printing industry, as weddings rely on all sorts of print products, such as:
Weddings are live events and as you live in the present moment, more can be done with traditional print products instead of digital, as print products are more presentable in these events and make guests feel more emotionally connected. Print can come across as more personalized and inspiring with custom designs, making the impact of the message being delivered to consumers more powerful and effective.
Identify what the client’s values are
In terms of targeting industries that use print, some questions to ask:
- Are they eco-friendly and practice sustainability? Recommend Kraft cardstock
- Are they a small business looking to grow into a corporate brand? Try car magnets
- Are they running in the election campaign? Coroplast yard signs are always needed
- Are they looking to make employees seem more reputable? Print custom apparel to represent the brand
- Etc.
Below is an infograph that highlights some common values clients have.
Providing more options
When it comes to reaching out to clients, note that you should provide options for them. While you may have already identified which target market they belong to and have an idea on what products they would need, be considerate and expand your product selection to fit their area of interest so that they have the freedom to choose what fits their needs.
At SinaLite, we print a variety of products that cater to many different types of businesses with different types of needs. Print products that may stand out to your clients can include:
Print with success
There’s a bridge that connects the physical world with the digital, and when it comes to targeting industries that use print, understand what mediums work with their business growth strategy. Linking print and online strategies together can successfully build brand loyalty when you showcase what the business has to offer to customers in a personal way.
The need for tangibility is something that enhances a customer’s experience in a way that many online advertisements can’t. Once you understand your client’s target audience, you can help successfully grow their business with effective printing.
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