Originally Posted by BeTheBest
...a HUGE amount of website traffic is driven from OFF LINE SOURCES.
I have to agree with this statement! Although businesses should devote resources to social media marketing and SEO tactics to attract customers, they should not forget that print marketing/advertising has the ability to significantly influence recognition and recall rates. Recognition means that customers are able to remember a brand name when they are reminded by some cue. Recall is when customers are able to remember a brand name without any cues.
Increasing the recognition and recall rates of your brand's name also means that customers are more likely to place your brand within their evoked set and consideration set. An evoked set is the list of all the brands that comes to a customer's mind when they think about a specific product/service. A consideration set is the list of brands that a customer actually considers when making a purchasing decision. Utilizing print advertising allows businesses to visually remind consumers about a brand by placing something tangible in their hands.
Direct mail and print ads placed in newspapers and magazines are only two methods of print advertising. Most people forget that promotional products such as business cards, brochures, presentation folders (anything you can put your business name and logo on and give to customers) can also be effective print advertising. I have worked in an industry where presentation folders, binders, and report covers (even though simple) had a big effect on our brand name. When clients came into the office we presented them with elegant presentation folders, binders, or report covers with our name and logo to contain all of their important documentation.
If your business is the type of business that could also benefit from using similar promotional materials I would recommend reading an article titled "How to Create Distinctive Branded Folders"
. Even if your company has no need for presentation folders, the contents of this article can be applied to any promotional products or presentation materials. It's all about showcasing your brand and putting something in your customers hands that will help them remember your brand above other brands.