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With any number of specialists being required to secure the success of a modern marketing campaign across multiple channels, it’s imperative to have the right experts working at the right time across each component in order to meet deadlines and deliver on objectives. Marketing campaigns are often seasonal and therefore time sensitive - any print component therefore in our experience tends to runs in the following stages when incorporated as part of a smoothly executed and successful marketing campaign.

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Stage 1: Catalyst

The catalyst that prompts the need for a new marketing campaign may be an event, product launch or sale. Once the need for print as a channel through which to push the target message is identified though, it is at this stage it becomes helpful for the following steps to be considered:

  • Research the competition to see what others are doing and what you like in terms of print
  • Take a look at previous print materials you have used for campaigns - were you happy with the way the material performed? Was the print quality satisfactory?
  • Look at how success will be measured with the final printed material - will it be via a QR code traffic or social media followers gained?

Stage 2: Planning

During this stage the precise activity, channels and materials will be planned out. The audience should be identified as should the most suitable channel in accordance with their stage in the buying journey. In regard to print, consider asking your supplier for the following:

  • Their recommended choice of materials that will work well for the specific type of campaign you’re running
  • For any related samples in line with what the printer is recommending
  • Any budgetary requirements and areas where this might creep up to avoid any unpleasant and unexpected bills

Stage 3: Implementation

Although implementation will commonly involve designers, event staff, managers and copywriters, print expertise still plays a valuable role here. Printers are ideally placed to:

  • Provide early proofs in time to make amends to the final design
  • Advise on elements such as branding, spacing, colour and materials
  • Advise on turnaround time needed for the final approved job and offer advice on any personalisation or other recommendations

Stage 4: Delivery

This is the stage where the printer is normally onboarded and the frantic rush to meet the deadline commences! However with the aforementioned steps taken into consideration this stage may be as easy as pressing go on all your previous hard work! Some additional considerations may include:

  • Organising any mailouts and ensuring addresses are correct to lower the number of non-deliveries
  • Finalising schedule and deliverables

Step 5: Analysis

After going live the identified deliverables to indicate success can be measured in line with the other marketing variables.

From this we can see that there are plenty of ways in which print expertise can be of benefit in both helping a marketing campaign to run smoothly, but also perform to its potential. We elaborate more on this process in our free eGuide which you can access at the below link. Click and fill out the short form to claim your download.


eGuide2 blankbackground 4Find out more about the print buying journey for marketeers in our free eGuide, The Print Marketing Checklist. Fill in the short form at the link to download - click here

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