Your 2021 Essential Print Marketing Checklist
Don’t miss the chance to offer returning customers a warm welcome
We can all agree: it’s been a long year. The GREAT news is that customers are lining up outside our retail, restaurant and office doors again. Businesses are opening with greater capacity, and consumers with cabin fever are thrilled to be shopping, dining and socializing again. At the same time, they are staying vigilant about safety and hygiene and spending cautiously.
A warm welcome into a sparkling space coupled with clear and upbeat communications will make all the difference for both new and returning customers. When you’re ready to roll out that red carpet, EMCO has developed the essential print communications checklist.
2021 Essential Business Print Communications Checklist
Signage, Banners & Posters.
Think big. Customers need to know at a glance if a business is open or whether its hours have changed. Use large, bright clear signage on the outside of your building to indicate that you are open for business. Keep the information concise but do list your web or social site where customers can find the most up-to-date information about your open times, specials and more. Try a banner to announce a grand reopening or a special event. Advertise your hours and sales throughout the store on posters. Also, use posters to clearly state your safety policies. Now is not the time to be subtle.
Stickers & Labels.
Stickers and labels are a great way to make a big impact in small spaces. Use stickers on your products to identify sale items, new products, or a specialty category such as gluten-free or vegan. Label microsections on your shelves or in your merchandising displays with information that applies to consumers with discretionary income or values-based budgets, such as “Locally made,” “Organic,” “Fair Trade.” Labels can also point out year-round items that are appropriate to an upcoming holiday or seasonal event, such as “Back-to-School” or “Great for Father’s Day.” Check out these 10 ways to use stickers to promote your business to the public.
Direct Mail & New Markets.
Sending direct mail to targeted markets has a high return on investment. EMCO can help you design a campaign to appeal to both returning customers and new markets and get the most out of the mail system.
People can’t resist a colorful brochure, especially one with a coupon or special offer. It can be as simple as a door hanger or as ornate as a multi-fold poster. A free brochure popped into each shopping bag can further cement a relationship with a satisfied customer and incent them to return for the next sale or special event.
Newsletters offer the chance to become a resource for your customers and potential customers or to position your company as a thought leader in its industry. To justify sending a hard-copy newsletter, be sure to include actionable information. Drive recipients online with a coupon code or a special offer to track opens. Include useful tips and information from your industry, such as a sought-after recipe from your cafe. Nonprofit supporters appreciate personal stories about the difference their dollars make.
Coasters & Table Toppers.
Coasters and table toppers are an easy way to connect in a low-pressure environment and a highly effective advertising platform. Use well-designed QR codes to drive customers to your website, to an online menu, or to a survey of their experience. If possible, encourage people to take home coasters as a souvenir of their visit. A great design will keep them on coffee tables for years to come.
Popular retail environments like specialty grocers and independent bookstores use shelf talkers to personalize the customer’s experience and draw attention to specific items. Shelf talkers are those bright little tags clipped to a shelf in front of a product. Trader Joe’s makes great use of the shelf-talker to bring attention to new products, organic products, and seasonal items. Book and record stores use them to recommend releases based on your preferences, employee recommendations and bestseller lists. Shelf talkers create a lot of bang for the buck.