A Perfect Recipe for Profits: Mixing Print Advertising With Social Media Marketing


Social media marketing is enjoying a golden age right now, but what most marketing veterans won’t tell you is that social media is often blended with traditional print media marketing. Here’s how to take advantage of this knowledge and create the perfect recipe for profits and brand awareness.

Be Consistent With Your Message

Being consistent with your brand message is important. Just because you’re doing online marketing (social media) doesn’t mean you can all-of-the-sudden switch your brand persona or “voice.”

Is your offline brand social? If not, your online presence may feel disingenuous or at the very least people will feel a certain sort of disconnect - there will be a lack of continuity. Make sure that both your online and offline “personality” are the same. If that means you have to ditch the stuffy corporate veneer, so be it.

Then again, if you’re a sophisticated company, you don’t necessarily want to downplay your seriousness on social media by being “chummy.”

Make sure that all of your brand information is consistent across all channels. Don’t create a physical flyer that advertises a 50 per cent off sale while your social media advertising claims a 25 per cent discount - a lot of businesses are guilty of this little faux pas.

Customers and prospects will only get confused about what your true price is, and it hurts your credibility by offering some people a discount while others don’t get one (or, they don’t get as good a deal as some people).

Use Signs To Drive Social Media

Use signage to drive people to your online content - be it a blog, a social media account, or both. According to companies like Stinky Ink, print media isn’t dead yet - far from it. In fact, many businesses use signs, direct mail letters, and postcards to drive traffic to their corporate blog, Facebook, LinkedIn, or Twitter profile.

This does two things. First, it captures the offline crowd - people who may not have a strong online presence. Secondly, it allows the business to cross-promote, giving the audience a reason to care about your online brand and message.

Since digital media carries a low maintenance cost, it pays to entice people to interact with you online, and print media can help prospects and existing clients make the transition.

Use Augmented Reality and Print As Online Advertising

Use technologies like QR codes to encourage people to check out your social media profiles. QR codes are special barcodes that people can scan with their mobile devices and “unlock” the embedded information within them.

QR codes can contain a variety of data, from web addresses to images to contact information.

Another consideration, albeit a fancier one, is using augmented reality. Augmented reality is technology that allows you to integrate offline (real) products or advertising with online or digital media.

For example, users could be directed to download a special app to view a hidden message or receive supplemental information about a particular piece of advertising or printed material.

Häagen-Dazs uses this on its ice cream containers. When users download the Häagen-Dazs app, open it up, and point their cameras at the ice cream lids, a hologram appears and plays a concerto. When it’s finished, the ice cream has melted just enough to be the perfect temperature and texture to eat, according to the company.

If you can incorporate this level of engagement with your brand’s advertising or product packaging, leading them to your online content, you will set yourself apart from your competition.

John Sollars started Stinkyink.com in 2002, a printer cartridge supplier in the UK. He knows a thing or two about printing and he enjoys sharing his ideas and insights online through blogging.

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