With our format Above the Masses, we explore which channels you as an entrepreneur can use to reach your target audience in an efficient way! We’ll look at what you can do and how you can measure ROI.

Printed matter is becoming more and more personal.

Stefan, marketer by training and with graphic blood in his veins is manager of DigitalPrinting.be . In recent years, he has seen the printing market evolve tremendously. From large numbers in the same versions, came a switch to fewer numbers and different, personalized versions. Printed materials today allow the target audience to be personally addressed, making the info more relevant and more likely to stick.

Printed matter is emotion

Marketing expert Martin Lindström wrote a book about it: senses put an extra layer over communication. Well, that’s exactly what you do with print: stimulate the senses.

With online communication, you reach only two: hearing and seeing. Print adds a third: feel. But scented ink can also be used for one more. Tactile items such as print thus complement online seamlessly. The message, then, is online must, but don’t neglect offline. Printed matter creates emotion.

Creativity is the key!

The starting point is always, what do you want to achieve? Sometimes people ask for large numbers, but smaller numbers with personalization are more effective. Printed materials today allow you to be very targeted.

“Senses put an extra layer over communication. With print, you can start to stimulate more senses!”

Is the ROI of print difficult to measure?

The result of printing difficult to measure? Somehow that is true, but by getting involved online it can be done. For example, you can include a QR code on your print materials that takes people to a landing page with a clear CTA. Thus, both reinforce each other, data can still be captured and results measured.

100% response rate possible!

100% print response impossible? Not so! Everyone scratches! Get a scratch coat on your printed materials and you’re sure your message will be seen. This is just to point out, print is not dead, you have to be creative with it.

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