Traditional Business Promotion In A Digital World

10 December 2015
 Categories: , Articles

If you have a business, most of your marketing dollars might be spent on promoting the business online. With the vast majority of adults (84 percent) using the Internet, chances are excellent that you get a lot of phone calls, emails and, ultimately, customers, from promoting your online presence. While social media sites, web forums and your own website are excellent tools for boosting awareness of you and your business, it's important to funnel some of your energy and funds into non-digital promotion, too. Although most people are online, there is a segment of the population that isn't, and even people who are online might appreciate stepping away from the screens and learning about you the old-fashioned way.

Direct Mail Ads

When you bring in your mail, you probably have bills, ads and an occasional personal letter or postcard. If you are like many people, you might look at only a select few ads that you receive. The ones on flimsy paper or that have small, hard-to-read type might get tossed directly into the garbage can! You can avoid having this happen to your ads by making them stand out.

Using thicker paper or even thin plastic can make recipients take a second look. Choose a color that will stand out but that is also easy on the eyes; neon yellow will certainly draw attention, but if it causes your reader to squint due to the extremely bright color, it's likely to be tossed aside. Also, make sure the print is large and dark enough to read easily. Have your contact information readily apparent and don't put too much text on the paper or card.

Business Cards

You have probably collected dozens of these over the years, and you've likely noticed that business cards come in all different styles and types. Most people choose a standard size and a medium-weight card stock for their cards. Choosing something unique or even useful can make yours stand out more.

Consider plastic cards, magnetic cards or cards that provide some use other than just listing your information. For example, have a calendar printed on the back. You could take advantage of current technology by having a QR code imprinted on the card; when it's scanned with a smartphone, it will lead the person to your website. Another option is to use the back of the business card as a coupon; if you're offering 10 percent off of your services to all new customers, make sure that's on your card!


Depending on your field, a brochure can go a long way toward sparking some interest in your company. For example, if you own a gym, placing brochures at your local sporting goods store can net you some new business. Brochures can also be mailed to people who have expressed interest in your business via your website, providing a tangible object for them to look at and associate with your company.

Consider working with a graphic designer or a professional writer to be sure that your brochure looks good and reads well; you have limited space to make your brochure stand out, and you won't want to crowd your images or use the wrong words. Choose the highest quality paper you can comfortably afford; thin brochures tend to be flimsy and flop over easily.

A professional printer, such as those at 4 color print, can work with you on designing and choosing the paper and fonts for all of these projects. Take his or her advice to heart; remember that your printer has helped many people just like you promote their businesses! Know your target client well in terms of typical age, profession, income range and where he or she is likely to live, and give this information to the printer so the two of you can come up with the design that will best promote your business.