Brochures, flyers, newsletters and banners – these tools can be used successfully to communicate your marketing message. It is important in this digital age to engage in the physical world with your customers. However, today’s best marketing campaigns need to achieve a balance between tangible communication activities and digital engagement.
Why do we need to combine print and digital marketing?
Let’s say you distribute 1,000 posters around the city for your event. 25,000 people see your posters, and 600 people buy tickets for your event. Maybe some of those people who saw your posters were interested, but weren’t available that day, or didn’t have the budget for tickets that month, but they were your target audience group and they may be interested in attending a future event. What if you had a chance to build a relationship with those people so you could communicate with them directly in the future about upcoming events? If your poster provides an engaging message that directs your target audience to interact with you on your social media platforms, you can secure a relationship with those potential future customers and interact with them in a meaningful way that will increase the likelihood of them spending money to attend an event in the future, ensuring that your poster campaign not only provides immediate value, but also contributes value to future promotions.
Social media engagement
Most active consumers use some form of social media. Social media provides a venue for people to hang out, get to know each other, create and share content about their interests, talk about their favorite products and causes… it’s a constant information buzz. These networks deliver the opportunity for consumers to talk about your products and services amongst themselves, but it’s also an opportunity for you to jump into the conversation, shape the message, and participate in two-way communication with people who can become beacons for your brand online – spreading the word to their own micro networks. Give them content and motivate them to talk to you and about you!
Spread the word!
There’s so much noise online, that it can be hard to break through the clutter. Print is a great way to build your digital media programs because it gives you the chance to direct someone straight to your social environment without any distractions along the way. You might have noticed roadside banners including Twitter #tags (hash tags) or links to a Facebook page as a way to sign up for a contest. Business cards usually include a company’s web site, LinkedIn url, Twitter handle and Facebook link. Actively direct people straight to your social platforms to speak to you. You have to promote your social media activities in order to make them a success.
The King Street Station, first opened in 1906, is a historic landmark in Seattle. The building had fallen into disrepair over the years due to weather, time, and increasing transit demands. In an effort to preserve the historic site, the City of Seattle purchased the station from the Burlington Northern Santa Fe (BNSF) Railway Company in 2008 and began a massive restoration campaign in 2009.
Several phases of the project have already addressed issues with the exterior of the building and the structural integrity of the foundation. In 2011, focus shifted to the interior of the building; specifically, the main waiting room. The interior of the building originally featured ornate marble walls and plaster decor. Many of the finer details in the construction were either lost through construction projects or degraded over time. The repairs brought back all of the features that were lost and more using only 13% of the total budget. The site now looks the part of a valued historic landmark.
As certain rooms within the building are still under construction, United Reprographics was commissioned to print a large banner to conceal the unfinished areas during the unveiling of the main waiting room. The banner features sections of the original blueprints for King Street Station.
Seattle Mayor Mike McGinn speaks to the assembled crowd to celebrate the reopening of the main waiting room.
The crowd applauds as the new chandeliers are lit for the first time. The long windows in the left side of the photo show one of the banners we printed to conceal the areas still under construction. The images shown on the banner are pictures from the early years of the station.
Below is a photo of the second large banner we produced for the event featuring the vintage blueprints for the station.
Renovations will continue to make the station a beautiful and long-lasting addition to Seattle’s historical landmarks.