How to plan a print marketing campaign in London
As with any large city London is an incredibly competitive marketplace and getting your messages to stand out is a real challenge. From local shops to cafes and live venues, print marketing remains one of the most trusted and visible strategies to get noticed.
Planning a print marketing campaign in London brings many challenges, as well as opportunities. You need to consider that you’re promoting to an extremely large and diverse audience, a huge number of advertising spaces and a fast moving business environment. So working with a reliable and local printing company and having a plan can make a real difference.
Successful print marketing campaigns need the right materials
Every type of printed literature can serve a variety of purposes.
If you’re running a local campaign then a flyer or leaflet can be both affordable and effective. They’re perfect to use as handouts, door to door mailings or as an addition in a wider direct mail campaign.
For local events or exhibitions, a well made roller banner, poster or banner can help you stand out in busy spaces.
Brochure a booklets are perfect when you need to communicate more detailed information. Perhaps you’re promoting a property for sale, a large product catalogue or technical services. They allow you the space to tell your brand story and leave a strong impression.
When planning your campaign you need to think about your audience and where they will most likely engage with your print.
Are they on the move?
Will they likely be in a specific location?
Those questions should heavily influence the print formats you choose, including paper weights and finishing options.
Ensure reliable print services by working with a local printer
Working a local printer in London can make a huge difference when it comes to meeting deadlines and ensuring a great service. Opportunities can suddenly appear so having a reliable print partner nearby who can be flexible enough to help will give peace of mind.
A local printer will understand the demands of print marketing in London. Tight deadlines, urgent requirements, last minute changes are all expected. Instead of having to experience increased shipping times or waiting days for a proof, you can simply drop in to check samples on the go.
Printers in London can often provide same day or next day print runs. They also not the geography of the area so they can efficiency plan deliveries regardless of whether that’s to a local business or directly to a venue.
Plan your print marketing distribution strategy
Even the very best print won’t make a big impact if it doesn’t reach the right audience at the right time. This is where a well organised and thought out distribution strategy comes in.
You need to know where your target audience spends their time. For example you might decide you want to target commuters on the tube, shoppers in busy retail areas or residents in a specific postcode. Each audience will need a different approach.
Timing also matters. If you’re marketing an upcoming event or seasonal promotion you need to be distributing in the days leading up to it. For ongoing campaigns you should consider a schedule for regular print drops and using evolving creative to keep your messaging fresh.
London can be unpredictable, the weather can change in a moment, heavy traffic can quickly form on blocked roads and peoples plans can change. Careful planning will keep everything running smoothly.
Looking for reliable local printer in Central London? DL Graphics offers expert print and design services, tailored to your needs. Get in touch today we’re just around the corner.
