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PDQ Blog

Planning a Print Marketing Campaign

Currently, the business world and the News media are both ecstatic about the potential of internet marketing. According to Forrester Research, we can expect to see as much as $77 billion in advertising expenditures by 2016, which in turn will comprise thirty five percent of all ad spending. However, the impressive growth of internet marketing aside, it would probably be foolish to completely do away with your print marketing. People may be staying plugged into the computer more and more day by day, but even the most hardcore technophile is still grounded in a physical world, and it would not be wise to ignore the supplementary advertising capabilities that physical advertising, AKA print, still represents.

It is also worth keeping in mind that print and digital marketing are not mutually exclusive, but they can ultimately supplement each other. Include links to your website in your print marketing, and mention your print articles in your digital marketing and you may be pleasantly surprised by the effect the dual impact has on your perceived authority in your given industry. The key is to know how to make your limited print budget yield exceptional results.

You have a few options if you decide to run a print campaign.

1) Agency: You can retain a full-service agency to handle your print marketing needs. This option can be helpful for organizations that are looking for fresh ideas or a full-service approach to their marketing needs.

2) Freelance: You could hire specialists as the need arises. Freelancing has become a lot more common in recent years and numerous websites have popped up for purchasing freelance copywriters, artists, designers, etc. If you rarely need service, and you don’t want to waste manpower by keeping an in-house agent with that skill, this option could be perfect.

3) Self: There is always the do it yourself option. This option is eternally cheap, but your results may vary. The effectiveness of this option will depend upon you. You know your skills, your determination, and your time constraints.

4) Hybrid: It is always possible to merge elements of the above three strategies and use a hybrid option of some sort. Most companies utilize a marketing strategy that does not fit firmly into any of the above three categories but instead borrows something from each. You might use an agency for your magazine campaigns for example, produce certain simple low-budget materials such as newsletters internally, and hire an outside designer to handle your publication templates.