Understanding How to Use Large Format Printing in Mailing


Understanding-How_to-Use-Large-Format-Printing-in-Mailing.jpgSometimes the best approach to making a big impact with your marketing efforts involves “going large.” By that, I mean taking advantage of something called large format printing.

Even if the term isn’t familiar to you, chances are you’ve seen large format printing in practice. You’ve seen oversized banners and posters at malls, outdoor shopping centers, information kiosks, movie theaters, trade shows, festivals, or even citywide events. You may even see large format printing done to wrap around vehicles. There are a number of different methods of printing, including: Aqueous, Solvent, Dye sublimation, and UV processes.

The size and visual impact of these printed pieces makes them hard to miss. They’re an ideal medium for communicating a simple, single message to people who are on the move (walking, running, biking, or driving).

Like any other marketing method, however, it’s not enough to just be noticed. What you really want to do is to engage potential customers and generate a response. How can you do that when you’re trying to catch people who are on the move?

Large format pieces are most effective when they are coupled with other technologies that allow people to respond. Prominently displaying your company or organization’s phone number can work, but expecting people on the go to read and memorize a phone number is asking a lot.  Having a really short and catchy URL or hash tag visible on your large format piece can also work. Just make sure it directs interested parties to a specific landing page rather that just to your home page.

Perhaps a better solution is to use a QR code on your printed piece. It doesn’t require memorizing or writing anything down. People who are in a hurry can simply capture the QR code with their smart phone and technology takes care of the rest! Here’s a post about how to create a QR code you can use. It’s written to helpremodelers reach prospective homebuyers, but the principles apply across any industry.

Again, you’ll want to be sure that when your QR code registers that it sends viewers straight to a landing page that talks specifically about the information on your printed piece. Make it easy for people to access the information they’re interested in.

Growing Leads with Direct Mail