Delivering quality customer experiences with print
Posted on 12th June 2023
Delivering outstanding customer experiences is the best way to make sure your business stands out from the crowd. It’s becoming more important than your product or price.
To do this successfully you’ll need to invest time and effort to create consistency and quality at each contact point. You’ll also want to make sure these values are embedded in your brand.
Building your brand in print
Print marketing is a powerful way to support your digital brand building work. People remember your printed content and are likely to keep it to hand if it interests them. You can create an instantly recognisable style for all your marketing channels using your logo, brand colours and fonts.
Wherever your customers engage with you online or in print, they’ll recognise the look and tone of voice you use. It will help build loyalty and recognition.
Adding the trust factor
People trust printed content more than digital material. In fact, nine out of 10 people now say digital advertising is becoming intrusive and annoying. Seven out of 10 prefer to read physical books, while only around a quarter enjoy reading e-books. Print marketing allows you to cut through everyday digital noise and build on the post-pandemic preference for print.
Making your messages accessible for everyone is becoming increasingly important. Businesses are becoming more aware of the needs of people who require help to read due to literacy levels or visual impairments, for example.
Tools for PCs and mobile devices provide text only and audio versions of websites and apps. However, this is often at the expense of design and branding because all but the essential information is stripped out.
Accessible printed materials can be produced in high-contrast colours, and large font sizes, with braille, raised lettering, and textured inks. In fact, creating clear and concise content is good practice and will work well for all your customers.
A major trend is user-generated content (UGC) that’s created and published by your brand’s followers. People trust the views of customers who have already made purchases with you. It tells them they can buy with confidence. Adding UGC to your marketing can increase brand awareness and improve engagement and sales.
This type of content can include text, videos, images, and product reviews. It’s not just for digital channels. You can include UGC in printed flyers, brochures, and advertisements. For example, you could feature customer testimonials or photographs of your products in your customers’ homes. You can add a QR code to take readers to customer video reviews. Good customer feedback will build trust with your target audience and encourage new customers to explore your products and services.
You can encourage people to send you photos or videos in competitions and at events. It’s a good way to engage with your customers and capture valuable UGC at the same time. Ask for permission to use their submissions in your marketing in return for the chance to win a prize.
Then you can feature what they say and show in your printed marketing materials and advertisements. You’ll be able to harness the power of word-of-mouth marketing and showcase your satisfied customers.
Share this post: