I recently ran a Google search for “Black Friday marketing checklist” and was disappointed to learn that nearly all of the Black Friday marketing tips listed in the search results were predominantly for digital marketing. I have nothing wrong with online and mobile marketing, mind you; in fact, I know they can be outstanding ways to drive holiday business. However, it’s evident that print marketing continues to get overlooked when it comes to the blogosphere, and it’s a shame to think so many business owners are getting marketing advice from people who are so limited in scope.
Consider the following print marketing statistics:
- The average response rate for direct mail is 4.4 percent
- 56 percent of customers find print marketing to be the most trustworthy advertising
- 75 percent of customers enjoy receiving direct-mail offers
- Direct mail trumps email, search engine marketing and affiliate marketing for customer acquisition
One of the biggest misconceptions, particularly among small business owners, is that print marketing is “expensive.” The truth is that, like all marketing, print marketing represents an investment with an expected return: do it right, and you’ll make money. Lots of it.
Print marketing also allows you to differentiate yourself from the competition. When your competitors are scrambling to bid on PPC ads, you can be marketing to your customers with credible, tangible, trustworthy print marketing. Boost your Black Friday profits with the following 10 must-have Black Friday print marketing materials.
If you’re in retail, a catalog is a great way to showcase your most popular items. if you don’t have the budget to produce a large full-color catalog, no worries: print a brochure or postcard that features your top sellers and includes a link to your online catalog instead.
The cheapest direct-mail marketing tool is also one of the most powerful. Postcards don’t have to be opened, are great for displaying large product images and specials, and can double as coupons.
3. Door hangers
Skip the postage fees and distribute hundreds of door hangers to targeted neighborhoods in a single afternoon. They’re impossible to ignore!
4. Vinyl banners
A large-format vinyl banner strategically placed in a high-traffic area can reach thousands of people every day, making it one of the most comparatively cost-effective marketing tools available.
5. Posters and flyers
Posters and flyers can be distributed to areas your target customers are known to frequent, helping you get the right message in front of the right crowd.
6. Sales sheet inserts
Thanksgiving is a popular day for customers to sift through newspaper ad inserts; you can minimize your investment and maximize your return by printing sales sheet inserts.
Stickers can go where no other marketing materials can, so you can reach your customers nearly anywhere. Get creative with Black Friday sticker marketing to boost your return.
8. Business cards
You’ll meet tons of people at holiday functions. Make sure each gets your business card – even family members who know what you do. Consider adding a special offer to the back and encouraging your friends and family to share your business cards with their contacts.
9. Holiday cards
Send holiday cards to your customers with special Black Friday offers. Frame your special as being just for VIPs as a way to express your gratitude for their patronage.
Get a head start on next year's marketing by distributing calendars that brand your company and include monthly direct sale offers.
What are your favorite Black Friday marketing tools?