Why Your Print Business Needs a Multichannel Marketing Strategy (And Why Print Should Lead the Way)
As a commercial printer, you understand the power of the printed word better than anyone. Yet many print service providers rely too heavily on a single marketing channel, whether that's referrals, a website, or sporadic social media posts, to grow their business.
The truth is, companies that market themselves using multiple marketing channels, starting with print, outperform those that don't. When someone needs print services, they're going to call the company that's already top of mind. Staying top of mind requires showing up consistently across multiple touchpoints.
The Numbers Don't Lie: Multichannel Marketing Works
Evidence for the power of multichannel marketing is everywhere. As just a few examples:
According to Gartner Research, campaigns integrating at least four channels outperform single or dual-channel campaigns by 300%. That's not a typo—three hundred percent!
Harvard Business Review found that 73% of consumers prefer shopping through more than one channel, and customer retention improves by up to 91% when customers interact with a brand in more than one channel.
The multichannel marketing industry itself is experiencing explosive growth, projected to expand at a compound annual growth rate of 22.30% through 2030 (Market Research Future). This growth isn't happening because marketers are chasing trends. It's happening because multichannel marketing delivers measurable results.
Why Print Should Lead Your Marketing Mix
While you should embrace multiple channels, there's a reason to prioritize print newsletters and postcards in your strategy. They work!
In one survey, more than two-thirds (67%) of marketers report improved results from their direct mail compared to one year ago, and 87% plan to increase their investment in direct mail. Between 2019 and 2024, one postcard mailing company saw its average weekly direct mail volume increase by 49.5% as businesses rediscovered direct mail’s effectiveness.
In an era of overflowing email inboxes and algorithm-driven social media feeds, physical mail stands out. It's tangible, it demands attention, and it doesn't compete with 100 other messages for screen time. When a prospect receives your professionally designed newsletter or postcard, they're holding proof of your capabilities in their hands.
Building a Complete Multichannel Strategy
While print should anchor your efforts, a truly effective strategy leverages multiple touchpoints:
Print Newsletters: Send quarterly or monthly newsletters showcasing recent projects, new capabilities, customer success stories, and industry insights. This positions you as a thought leader while demonstrating your print quality.
Postcards: Use targeted postcards for specific campaigns, including new services, seasonal reminders, and promotional offers. The quick visual impact makes postcards perfect for driving immediate action.
Email Newsletters: Complement your print newsletters with email versions. While many people prefer print, email has an average open rate of 15% to 25%. Offering both ensures that you reach everyone.
Blog Posts: Publish regular content on your website addressing common printing questions, industry trends, and best practices. This builds organic search traffic and establishes expertise.
Social Media: Share customer projects, behind-the-scenes looks at your operation, and helpful tips. Social media keeps you visible between more substantial communications.
The Psychology of Multiple Touchpoints
Research consistently shows that buyers need multiple exposures to remember a brand. This is precisely why multichannel marketing is so effective. It creates these repeated impressions across different contexts.
In today's crazy competitive landscape, relying on a single marketing channel is like trying to hold up a kitchen table with a single leg. To stay top of mind, you need to show up where your customers are—repeatedly and consistently. That what multichannel marketing is all about.
