Home Professionalisms Small Business Promotion: Harmonising Your Print And Digital Campaigns

Small Business Promotion: Harmonising Your Print And Digital Campaigns


by John Sollars, managing director at StinkyInk

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Print is an effective means of marketing, yet, today, many opt for digital methods of advertising.  Older businesspeople pledge allegiance to proven methods of the past, yet modern marketers neglect older methods such as print.  The smartest businesspeople use old and new methods to engineer a successful and profitable advertising campaign.

Use a Database.

A database is a digital library filled with consumer information.  Customer service software makes it easier to track behaviour and estimate sales. 

Use a database to track dates, responses, and overall effectiveness of print campaigns.  Print remains successful, yet yesterday’s marketers found it difficult to track returns.  However, today’s marketers closely track campaigns via digital databases and customer-related software.

Outsource Services.

A small business outfit, pressed for time, has little resources to devote towards digital and print-related marketing campaigns.  While online vendors, such as Stinky Ink, offer savings on print cartridges and related needs, and in-house employees can leverage free digital platforms, it is cost effective to outsource ad needs in part to experienced vendors.

Allow print and graphic services to devise offline campaigns, while search engine optimisation and online marketing agencies explore online opportunities.  Small businesses often fail within the first three years because in-house resources limited.  Ask for help, and let experienced people handle on and offline marketing tools.

Balance Inexperience with Efficiency.

Twitter is an effective marketing tool, yet used sloppily or inconsistently, it makes a brand appear foolish or inefficient.  Balance inexperience and efficiency, minding the learning curve involved in using digital tools and platforms.  Many online tools are automated and used to a marketing team’s advantage, yet making inexperienced mistakes, errors, and failing to meet goals is counterproductive.

Play the Short and Long Game.

Combining digital and print marketing tools allows small businesses to play the short and long game when it comes to connecting with customers.  Print advertising makes an impact, yet the effort takes time.  However, in some industries, what’s popular today is different from what consumers are discussing or desiring in the future.

Using digital platforms allows brands to interact and deliver information in real time.  Both efforts seek similar results, yet print advertising is better for seasonal and premeditated campaigns.  Digital resources are advantageous as daily tools of customer engagement and market discovery.

Invest in Digital Speed.

Speed and convenience inspires consumers to use digital resources.  However, in some cases (a slow loading web site), digital tools turn customers away and inspire desertion rather than advocacy.  If you’re investing in digital platforms, like web sites and applications, it’s mandatory to invest in quickness and efficiency.  Online consumers have plenty of options; a slow loading or quirky web site loses, rather than wins, sales.

Study the Market.

‘Know thy market’ is a mantra of successful salespeople. Rather than invest in digital and print, understand preferences and sales habits of targeted markets. In some cases, (finding industry information) consumers may prefer online content. Alternatively, some consumers want physical materials (printed brochures) before making a large purchase.


john sollars

John Sollars is the managing director at StinkyInk, so he has seen first-hand how to save money on printing costs. He loves blogging as it gives him the chance to share his views online. His articles mainly appear on business and upstart blogs.


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