Any marketer worth their salt knows that quality printing can be an excellent promotional tool. Think about it this way: brochures, flyers, business cards, and other print materials represent your brand, but – more often than not – they are the first encounter a potential customer has with your company. And, as we all know, first impressions matter greatly. Here’s how to make them memorable!
High-end Prints = Respect for Customers
Your customers want to know that your company values and respects them. They expect that everything from your products to your communication efforts to be of high-quality. We know that you put a lot of effort into the products or services you design. But, are you doing the same with your print materials?
Make sure that they can read your brochures without straining their eyes. Check the quality of the images and ensure that the message is clear. Have your co-workers and friends take a look at your print materials and confirm that they are, in fact, of high-quality. Poor prints end in the trash bin; great prints end on the coffee table, where everyone can see them.
Expressing Company Values with Quality
One of the best ways to stand out from your competition is to demonstrate to your customer that you care about their opinion and value your relationship with them. If you use words like "good-quality," "lasting," "high-end" to describe your company but your business cards, flyers and brochures are printed on low-quality paper with awful design and formatting … people are going to think twice before reaching out to you.
Quality printing acts as an expression of your company’s values. If you promote yourself as “high-end,” then every communication material that you put out there should match your brand’s image.
Features of Quality Printing
- Design with Care
Unless you're a graphic design company, hire a professional to create the visuals for your print materials. They will know what elements to emphasize, what colors best suit your message and how much text and photos are needed to obtain a lasting impression.
- Use the Best Paper
A serious company doesn't use too much flourish on the printed materials. Smooth, Double A printing paper is enough to create good-quality prints that send the right message to your audience. Not to mention, it is less expensive than glossy paper.
- Decide Where You Print the Materials
If you have a state-of-the-art printer in-house, you can try to produce your materials – or at least part of them. But try to consider the following: how many sets you want to print and how complicated the job is (number of pages, number of folds and cuts, etc.). If you're not sure, go to a professional printer and have them done there.
- Find Novel Ways to Distribute Your Materials
Think about who your customers are and what you can do to ensure your print materials get the attention you need to improve your business. You may send the materials by mail or organize small events to present your newest brochures. Alternatively, you may begin partnerships with local shops, restaurants or other meeting places where you can leave your flyers. The more attractive the prints are, the more your customers will be enticed to check you out.
Quality printing shows that you respect your company and your customers. Don't look for the cheapest printing choices because they won't convey the right message and will leave the impression that your business is not professional. Instead, invest in high-end printing materials to hook your prospects and get them interested in your brand.