The internet is convenient and for the most part free, so it’s easy to assume that print marketing is dead. However, this assumption completely negates daily situations that proves printed material to be invaluable. Imagine – you have found the place you were looking for on the internet, but you have to leave your house or office to buy from them. When you finally get there, there is no sign outside the premises and you get lost. Without any print marketing, how would we navigate our daily lives?
Printed marketing materials allows your customers to see, touch and experience the quality of your products first-hand, which other marketing channels unfortunately cannot offer. Print advertising has also become the under-dog of the marketing world, with more and more businesses opting for a solely online strategy. This inadvertently creates a niche segment that could potentially grow your loyal customer base, and differentiate you from your competitors, especially if what you are providing is useful and reliable materials.
How does print fit into your marketing strategy?
Any savvy marketer should constantly be asking themselves: how do customers engage with brands these days? Is it via mono-channel marketing? Multi-channel? Or perhaps omni-channel? In order to reach your business goals, it simply makes sense to use every available resource to your advantage. This sentiment is shared by industry experts. Alexander Knieps, founder of Printulu – an online printing company in South Africa – had this to say about omni-channel marketing:
“We are not in a completely online world, and we are not in a completely offline world. It’s all about multi-channel.” – Alexander Knieps, Founder of Printulu, your online printer.
Printulu’s goal is to help SMEs grow their businesses in an omni-channel world. They are disrupting the printing industry with their innovative approach, and their belief is that in order to grow a business effectively in the digital age, you need to be using every channel available to you strategically. This means using each channel’s strengths to your advantage. It means to choose a channel that suits your business’ constraints so that you can utilise it effectively, and expand your marketing efforts towards other channels as your business grows.
Think about it this way – there are essentially 3 main objectives to any type of marketing strategy. These are market identification, positioning/differentiation, and brand loyalty. So how does including print in your strategy help you reach these objectives?
- Market identification
In order to grow your business successfully, you will need to segment your target market correctly in order to precisely establish a viable customer base. If you are not catering to a target audience’s specific needs, all of your efforts will be in vain. Taking the time to target the exact market you have identified and using various channels to actively pursue your audience will serve the broader goal of increasing your revenue.
Believe it or not, not everyone is online. Some people (especially us hard-working individuals) simply do not have the time to check Facebook during the day. Forget about Instagram and Twitter! We go to the office, we work hard, and we go home to relax with family – be they of the human or animal variety.
If this sounds like your life, ask yourself: where do you see the most ads? Which brand did you take notice of lately in your busy day? The answer is most likely somewhere on your commute – a printed billboard or poster. Print marketing can reach your most targeted consumers in the same way, cutting through the noise of busy everyday life.
To position your business means to determine how you want your products and services perceived. The way you market your business is telling to customers of the nature of the company. This is why you want to be giving your customers every opportunity to get to know you through well thought-out marketing campaigns. Using high quality printed materials will assist you in positioning your company as a high quality firm.
Do you think your prospects will be more impressed with an online ad that is placed right next to their neighbour’s latest Facebook status about how much they miss their ex – or with a shiny flyer placed conveniently at their favourite coffee shop?
- Brand loyalty
If your business’ content marketing is consistent and useful, the potential for your company to be seen as a thought leader by customers is exponential. Creating this consumer preference for your brand is essential for a business’ long-term success.
This one isn’t rocket science. The more channels you’re using (and using well), the more consistent and useful your content will appear to prospects and customers.
Don’t get us wrong – we’re not saying online marketing is bad. Quite the opposite. For one thing, if you’re using online tools right, your ads should be showing up right when and where they should be. However, you might be missing out on quite a few huge opportunities by limiting your marketing efforts to just that.
The rule of 7 works better with an integrated marketing approach
The rule of seven should also not be disregarded. If you’ve never heard of it, here’s a quick explanation. The rule of seven states that someone needs to come across your brand or offer at least seven times before it really sinks in and they take action.
The rule of seven shows why it is essential that your business does not rely solely on one channel as it grows. No one marketing channel has infinite capabilities, and whilst using one extensively if you have limited resources is a good method to follow, the same strategy should not be used for growing businesses. Adding print marketing to your strategy means that you can target your ads to where your customers will definitely be physically, with the added benefit that they can’t click away. If your product or service is in any way tangible, using tangible marketing is also especially useful.
Can’t fit printed collateral into your budget? Printulu can help you jumpstart your marketing efforts. Click this link to fill in the form and score 25% off your first business card order with Printulu.
IWG GROWTH IN AFRICA – FRANCHISE OPPORTUNITIES
Flexible working is growing rapidly, with IWG’s continued expansion across its operating brands, seeing another 156 new locations opening in 34 countries around the globe
The company has established 156 locations across 34 countries across its operating brands, since the turn of the year, continuing its mission to service a flex working revolution. Add to this the expansion of their franchising model into the African continent and they are on track to reach their target of increasing their presence in the 1,000 cities and towns where they already operate.
Flexible working, sometimes known as co-working, refers to office space, meeting rooms and co-working areas that can be rented by individual workers or corporates from one hour to several years.
A report by consultancy firm The Instant Group found demand for flexible workspace globally increased by 19% last year, stating that the growth in the supply of flexible space was ‘the number one story’ in commercial property markets around the world.
John Williams, head of marketing at The Instant Group, put the growth down to two factors, a change in how large companies were operating – specifically in relation to flexible working practices – and changes to the nature of the workforce itself.
A reluctance by major companies to sign long-term lease agreements in order to stay financially flexible was also a driver according to Williams.
“Market demand is growing by as much as 30% each year in some global markets and it is our understanding that the majority of companies are still not aware of their options in flex space, they are still learning about the types of space they can access and the costs involved,” Williams says.
Two major brands that have used Regus to grow in Africa are Google and P&G. Google has 50 employees with Regus in Kenya, and P&G has 100 employees in the country.
Though they have the finances and resources to build their own offices, startup costs can be expensive, and getting an office up to spec with high-speed broadband, useable meeting rooms and desk space can take up valuable time.
Plus, using flexible office space reduces the commitment for these big organisations, many of whom are still testing the water in new African cities.
A report on the Future of Work in Africa released by the World Bank, shows that access to digital technologies could set Africa on a different path to the rest of the world.
While there is globally a focus on new and old sectors, in Africa digital transformation will predominantly enable advances in productivity and efficiency in current sectors.
IWG is currently seeking driven landlords, private equity firms, multi-brand franchise operators and high net-worth individuals to partner with to buy into the lucrative flexible working market at attractive returns.
With the first franchise centre already open in Angola and new centres opening in Guinea and Djibouti in September, the company is determinedly targeting the African continent for development and investment opportunities for early adopters of the franchising model.
Eligible franchisees will commit to opening a prescribed number of centres within a period of 5 years, have a proven track-record in business, property or investment and will work closely with Regus to find and design ideal locations and uphold IWG’s strict operating standards.
In return, franchisees buy into an established global brand that provides multiple revenue streams including monthly memberships and referral fees; leverage their highly effective marketing strategy and global sales platform, which generates 100,000+ enquiries every month; have access to IWG’s entire network of world-class operational support; and diversify their investment portfolio to include an industry that will have created 30 million jobs across 16 of the world’s countries by 2030.
Nigeria’s Manufacturing Power Couple On The Future Of Manufacturing In Nigeria
Chief Razak Okoya: Chairman Eleganza Group And Rao Property Investment Company
Chief Razak Okoya is an industrialist who has managed to transform a small trading company into one of the largest conglomerates and indigenous manufacturers of household products in Nigeria.
As founder of Eleganza Group and leading property investment company RAO Property, he employs about 5000 people across Nigeria. In his interview with Forbes Africa, he discusses the trends that will influence the competitive Nigerian Manufacturing sector in the next decade.
Chief Folashade Noimat Okoya: Managing Director, Eleganza Industrial City
Chief Mrs. Folashade Okoya has been at the helm of affairs of the Eleganza Group and RAO Property Investment for the past decade using her strong entrepreneurial drive to further strengthen the goodwill of both organizations and its corporate positioning in Nigeria.
Under her watch, Eleganza Group has risen to new heights strengthening its position as a leading indigenous brand in Nigeria as well as one of the benchmark manufacturing companies in the country.
She talks about the stigma of women in manufacturing and the need for greater automation in the manufacturing process in Nigeria.
Nigeria’s Biggest Corporations: A Pan-Nigerian View To The World
At the beginning of the Japanese Economic Miracle, were the likes of
Akio Morita – Co-founder of Sony. In setting a Mission for Sony, Morita had
resolved to set for Sony Corporations the Mission to make Japan known for quality at a time the country was known for cheap-copycat product. It is indeed in this vision, that True Nigerian Experience was founded with a mission to showcase the Best of Nigeria.
According to the International Monetary Fund in 2018, Nigeria is regarded as the biggest economy in Africa with a Gross Domestic Product of about $400 Billion Dollars – Leading the entire 54 African Economies both in Population of over 180 Million people and GDP.
The Nigerian Economy is ranked the 30th largest Economy in the World. To mention a few, Nigeria’s Nominal GDP is bigger than the Republic of Ireland (US $373 Billion), Israel (US $370 Billion), Hong Kong (US $363 Billion), Singapore (US $361 Billion), Malaysia (US $354 Billion), Denmark (US $351 Billion), Colombia (US $333 Billion), Philippines (US $331 Billion), Chile (US $298 Billion), Finland (US $275 Billion), Czech Republic (US $242 Billion), Romania (US $ 240 Billion), Portugal (US $239 Billion, Peru (US $225 Billion), Greece (US $219 Billion), New Zealand (US $203 Billion) and over a hundred other countries’ economies in the World.
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