Why the internet hasn't killed print marketing materials

When I started Glerin in 1996, many "experts" were already prediciting the death of print collaterals. While it's true that many print items aren't needed any more, the internet has actually been good for the print industry - but only for quality printers who have adapted to new markets. There's just something about holding an item in your hand that can never be replaced.

Due to advances in color printing, you're now able to use print materials in a more discerning way while using your website to present content that is apt to change. Being able to take advantage of short print runs lets you create unique, high quality pieces in small numbers and when you're ready to make a change you don't have thousands of copies to throw away.

Here are 12 tips to help you get the most out of your print marketing budget:

• Use your website to present information that is more likely to change, like prices or staff members.
• Include information on your print pieces that is more likely to not change.
• Work with a professional to create a unique piece that really communicates your message. You can stick with traditional favorites like brochures or postcards, but also consider items like posters, infographics, and decals.
• Use the highest quality paper that you can afford. By working with a printer with whom you or your designer has a relationship, you should be able to get personal advice that helps you get the most bang for your buck.
• Consider textured papers for an extra special feel.
• Work with a designer who will work with the printer to determine ways that the design could be tweaked that may save money. For example, last fall a client wanted a piece that was die cut; unfortunately, die cutting adds greatly to printing cost. We worked with our favorite printer to create a design that gives the illusion of die cutting without the cost. This didn't add to the design cost yet saved on the print cost. We also work with this printer to determine ways that we can adjust the dimensions of unique print pieces that may decrease printing costs. With a recent project, removing a panel from an accordian-fold brochure is allowing us to not only use a standard paper size but also have the brochure folded by the printer, saving both time and money.
• Use your print marketing materials for highly targeted campaigns.
• Use color in strategic ways to make your message pop.
• Include links or QR codes in your print pieces to guide people to related content on your website, extending the message of your print media.
• Always include contact information as well as your social media accounts (e.g. facebook.com/glerincreates) so people can easily find you in all your spaces.
• Work with your designer to create modular print pieces. That means if the content on one piece is outdated, you won't have to reprint everything.
• Make sure your print and digital media are all communicating a coordinated message.

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