Today’s print industry is facing a new challenge: reaching a generation raised in the digital age.
Research shows that print remains a priority with many companies, with one-third of many corporations’ advertising budgets still dedicated to print materials. However, to remain a relevant and vibrant option in today’s marketing space, you and your team will need to find unique ways to bridge the generational gap and promote the benefits of your craft: print.
Though digital marketing has come to the forefront in recent years, print is still a viable medium. Our beloved print industry has continued to grow with many developments occurring alongside its digital peers.
Still, to keep pace with cost-effective, creative digital marketing materials, the entire printing industry will need constant innovation and re-invention. Print is still relevant today, but original thinking, hard work, and consistent effort are required to keep it that way.
Though print is adopting emergent technologies like automation, robotics, and augmented reality every day, we all know the word “print” is inadequate to express all the medium can accomplish.
Print carries with it the idea of datedness to the next generation, and client education is required to help illuminate the benefits and possibilities available with print.
Here are nine things next-generation marketers are looking for in their print marketing materials.
The younger generation of business professionals has grown up with technology, equipping them with a strong preference for digital marketing initiatives.
As a result, many of today’s generational marketers see print as a thing of the past and lacking the glitz and glamour of an online presence.
Two things are required to gain and retain the attention of generational marketers. First, the ability for print buyers to connect with print companies online through content, and secondly, a combination of both print and digital marketing tools for the most influential business presence.
Today’s marketers don’t have to choose one marketing medium over the other. Print and digital marketing efforts can be combined for maximum benefit to any business.
When it comes to business, time is of the essence. Today’s generational marketers don’t want to waste time on lengthy in-person meetings or flipping through catalogs to find the marketing materials they need.
In order to attract the next generation of print buyers, it is critical that print companies commit to a web portal that allows for online design and ordering. Websites that allow for customization and order submissions are time-efficient and cost-effective, both qualities of high appeal to today’s generational print buyers.
Nothing is more annoying than being satisfied with a product and then not being able to find it again to re-order it. Making re-ordering a simple process is a great way to ensure repeat business from generational print buyers.
Simple tools like enabling Order History and the option to simply re-order the same product in the newly desired quantity save time and endears the next generation of print buyers to your company.
The ability to connect with other businesses on social media is an excellent networking tool that today’s print buyers highly value.
Whether through tagging in posts or using Messenger for quick responses to important queries, an online social media presence allows for business-to-business connections in real-time.
The next generation of print buyers is committed to social awareness causes, and they value companies dedicated to making a difference in our world today.
Aligning your company with a cause you are passionate about is a great way to give back to a local or global community and helps generational marketers to feel a common bond with you.
Though generational marketers often prefer making use of technology for designing and ordering marketing materials, many have expressed that there are times when they desire an in-person consultation.
Providing potential print buyers with the option of online or in-person service is a great way to attract repeat business from the younger generation.
The bottom line is print offers generational marketers an endless array of options. Today’s print marketing materials are modern, beautiful, and fully customizable, not limited to dull standard shapes and sizes, colors, fonts, and images.
But no one fully understands the capabilities of print like you and your company do. That’s where education is key. Taking the time to teach your clients about some of the most creative and innovative print products and their benefits will go a long way to keeping the next generation of print buyers coming back for more.
Print marketing materials can also be used in multiple ways to increase brand awareness. While digital marketing initiatives are limited only to online use, print products can be used for everything from calendars and t-shirts to direct mail pieces, flyers, stationery, door hangers, banners, and much more.
We live in a society that wants instant gratification.
With time an essential commodity in business, this same concept most definitely applies to products companies order online, via the phone, or from a physical store location.
With digital printing paving the way forward, you and other print companies can offer extremely rapid turnaround rates. This level of efficiency promotes greater return business for the convenience factor alone.
Often, it comes down to price point to earn regular business from the next generation of print buyers. With many printed marketing materials available for only a minimal financial investment, print can offer an edge over digital for this reason alone.
Not sure where your pricing stands? Check out Industry Standard Pricing as a helpful starting point.
Are you relevant to the next generation of print buyers?