Check out the new Perf-Out Margarita Card!
Every time you market your club it’s an opportunity to make those profits soar. And just like salt with a margarita, blending printed media with interactive marketing creates a more powerful campaign than one without the other. A study by iProspect1 found that 67% of those who use search engines performed a search in the six months prior “as a direct result to exposure to some form of offline marketing” – and 39% of those made a purchase “from the company that had prompted their original search.”
Sharkeez, a popular Southern California restaurant, creates more effective promotions by combining brand consistent print and online marketing. Peruse their site2, look at their graphics, and check out their menus, either online or at one of their locations and you’ll get an immediate feel of who they are and what they offer their customers. Their image is consistent and clear across all platforms – that’s the goal of blending print and interactive marketing.
Posters, flyers, postcards, and other printed media are all effective marketing tools. Use your printed products to create buzz and aim for any design to be true to your brand. For printed media focus on:
Concept first, then graphics. Once you have the concept and/or theme then do your artwork. Graphics are vitally important to your image so if you’re not confident about your skills hire a designer or consider using professionally designed templates like the ones at the Nextdayflyers.com online design center.
Seek innovation so you stand out. For instance, when you create a flyer make it look more like a selective invitation3 than just another flyer and your response will be better. But do keep things simple.
Sharkeez’s printed products are distributed and used in house and also posted on their website, which not only doubles the mileage they get out of their printing investment but keeps their look consistent.
Interactive Marketing: Choosing your networking sites (SNS)
Follow your audience, not the technology – “It’s not about the channel. It’s about how you use it.4” Find out which networking sites your target audience is using by asking them. Three popular sites:
- MySpace – networking website with user-submitted network of friends and groups. For inspirational page designs check out http://www.myspace.com/graphicdesigners
- Facebook – networking site where users can join networks. There’s a great free video series on how to use Facebook at http://www.expertvillage.com/video-series/1261_facebook-use.htm
- Twitter – networking and microblogging. A quick way to update your customers (with tweets).
Market consistently, across print and interactive platforms, to strengthen the impact of your brand. Successful blending is all about how it works together. Present a clear and exciting message with the look and feel of your club reflected on all printed products and networking sites and their interaction will provide a more powerful campaign that brings those customers in.