Your Business With James Caan 2017 - 242
As a new business your branding is as important
for success as the merchandising that shows it off
igital marketing - that's the
only way to reach customers
and market your business in the
21st century, isn't it? Actually, no.
If you ignore print you could be
ignoring a proven, effective and
cost-efficient marketing tool.
A shrewd business will use all
the marketing tools at its disposal,
and many customers respond more
positively to the printed word than
the electronic. From getting your
business cards just right to direct
catalogue mail-outs, you need to
consider the possibilities of print.
Your brand is what makes your
business stand out, and to make the
most of your brand identity you must
connect with your target audience.
Branding is essential for creating
long-term trust and repeat customers.
When given a choice between two
similar products or services at exactly
the same price, nine out of 10 buyers
will choose a brand they recognise.
Anything with your name or logo
on it conveys your brand, so it's
essential to get the look and feel right.
Print marketing is an excellent way
to solidify your brand identity. Your
materials should be consistent in the
fonts, colours and types of images
they use. This will establish brand
recognition, setting you apart from
other companies in the same area and
giving you a lasting competitive edge.
Some see marketing materials that
are sent straight to people's homes
as junk mail. But it's only got that
name because there's so much of
it, and there's only so much of it
because it works. Sending flyers,
catalogues and promotional letters to
customers can be highly effective.