GMS_Sales_Training_Manual_Expanded BDS

GRAPHIC MEDIA SOLUTIONS | Corporate Sales Training Manual

3. Understanding Print Marketing Print marketing remains one of the most trusted, effective, and measurable channels available to local and regional businesses. In an era of digital saturation, physical print cuts through the noise. Why Print Still Works • Response rates: Direct mail averages a 4-9% response rate, compared to 0.1% for email blasts or Digital display (Data & Marketing Association). • Tangibility: Physical materials create a lasting impression — customers hold them, display them, and refer back to them. • Trust: Printed materials are perceived as more credible and less intrusive than digital ads. • Targeting: EDDM and demographic-targeted mail allow precise geographic and psychographic reach. • Measurability: Unique promo codes, QR codes, and dedicated phone numbers allow direct ROI tracking. Print vs. Digital: A Complementary Relationship The most effective marketing campaigns combine both print and digital channels. A postcard that drives a recipient to a website, or a banner that reinforces a social media campaign, creates a multi-touch experience that dramatically improves conversion.

Print Channel

Key Strength

Direct Mail Postcards

High response rate, tangible, trackable Cost-effective saturation of entire zip codes Point-of-purchase influence, immediate action High visibility, event and trade show impact

EDDM

Retail Signage

Banners & Displays Brochures & Flyers

Detailed product/service education

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