Sunday morning: things are quiet, people are moving slowly, sleeping in, taking a break from the just finished week of work while gearing up for the next. Many businesses are closed and almost every marketing department is off for the day, but printing continues to work 24/7 at promoting your brand and embedding it into the sub conscience of consumers and buyers everywhere.
Recently I came across a unique and novel way to win the race for eyeballs on Sunday morning; package the Sunday paper in a full color custom printed package that promotes your brand and products. These days with the race for eyeballs raging everyday, getting there first is almost as important as getting there at all. When the first thing someone sees on Sunday morning is your logo and your brand, you've won.
Not only do you win the race but like other forms of promotional merchandise or promotional advertising you control the audience and you can even measure the results. Like a desk pad calendar or a personalized USB, you decide who receives your promotional message and you can include a direct response mechanism to measure your results.
The printed package that landed on my doorstep was a full color advertisement for mayonnaise, of all things. The bag holding the paper was a full color advertisement, and it included two extra compartments - one for an actual product sample and the other for a bar-coded discount coupon. You can bet it measured the effectiveness of the promotion down to the zip code if not the actual address.
Printing is everywhere, it can be loud and bold, or soft and discreet, but most of all it provides a way to completely control your advertising and brand promotion. Unlike TV and Radio, with printing you control the audience. You decide who receives your promotion. With printing there's no limit to the way you deliver the message.
Printing is one of the most versatile ways to promote your brand. Have you seen any unique and unexpected ways printing is used to grab your attention and convey a message? If so, let us know. We want to check it out and let everyone else know!
