The Role of Commercial Printing in Tangible Marketing Collaterals

Whether you’re promoting an event, building brand loyalty or making a first impression with new clients, professional-looking, high-quality print collateral is essential to your business’ success. But in an age when digital marketing has become the focus of most businesses, many overlook the power and credibility that well-designed and strategically implemented print collateral can have on your overall marketing strategy.

From brochures and direct mailers to lookbooks, catalogs and more, marketing collateral is the foundation for your branding, showcasing the “who, what, where, when and why” of your company in an engaging and appealing way. These materials serve to connect with customers, potential students and other interested parties at all stages of the marketing cycle—awareness, interest, consideration and purchase.

When combined with a digital marketing strategy, these printed pieces provide a complete and comprehensive branding experience for your target audience. Incorporating QR codes and links to your website or social media platforms allows you to leverage the reach of your print marketing materials with the click of a button, directing customers directly to the information and content they’re looking for. The result is a cohesive, branded experience across all channels, and a stronger sense of credibility for your brand.

The tactile experience of holding your business card, a leave-behind or a high-quality brochure leaves an indelible mark on the minds of your potential and existing customers. In a world of scams, online fraud and phishing, the perceived integrity of printed collateral can help you build trust with your audience.

As an added bonus, research has shown that people retain more of what they read when it’s on paper versus digitally. This may be due to the fact that reading on a screen requires more visual stimulation, which can lead to eye strain and fatigue. Reading on paper, on the other hand, requires less visual stimulation and can be done with greater comfort.

When it comes to marketing your college or university, effective print collateral is just as important as a strong digital presence. In fact, many marketing campaigns will combine both print and digital, with printed marketing collateral serving to generate awareness and interest, and digital marketing taking over for the consideration and purchase phase of the customer journey. With the best Orlando printing company, who can deliver color consistency and accuracy (with cost-effective extended gamut printing), you can ensure that your printed marketing collateral aligns seamlessly with your digital strategies to create a seamless and consistent brand experience for your potential students or clients.

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