Why Print Marketing Matters for Brands.
Your Brand Belongs in Print.
Why print deserves a place in your marketing plans.
We spend so much time creating content for screens. Instagram posts, newsletters, digital advertisements and videos have become part of how businesses communicate with their customers. But with so much content competing for the same audience, even a great campaign can disappear from view within hours.
Print gives brands another way to communicate.
A publication can sit on a coffee table, be displayed in a boutique, included in a customer order or mailed directly to someone. It gives readers an opportunity to spend more time with the brand, discover its products and return to the content whenever they choose.
And unlike another social media post, a printed publication can become part of the customer's physical experience with a business.
Give Your Brand Something to Publish.
Brand publishing is not reserved for large companies with enormous marketing budgets. Smaller businesses can create their own publications, developed around their products, customers and industry.
A floral studio could publish a seasonal lookbook featuring its arrangements alongside entertaining ideas and floral inspiration.
A café could introduce a quarterly journal with coffee recipes, interviews with local makers and collaborations with neighbouring businesses.
A beauty brand might produce a petite magazine introducing its skincare collection, founder's story and seasonal beauty advice.
A gourmet food company could create a printed recipe collection featuring its products, complete with photography, serving suggestions and stories from its kitchen.
A boutique hotel could develop a guest newspaper featuring local restaurants, local shops, neighbourhood recommendations and experiences available during a stay.
Each publication gives customers something useful or interesting to read while introducing them to another side of the business.
Print Has More Than One Job.
A brand publication can serve several functions within a marketing plan.
It might introduce a new collection, support a product launch, accompany a retail purchase or become part of a hotel's guest program.
Copies can be displayed at a reception desk, distributed through retail partners, included in press packages or mailed to prospective clients.
A printed journal can also provide content for a brand's website, newsletter and social channels. One editorial project can produce several pieces of marketing material, rather than requiring a completely new campaign for every platform.
The format can be just as flexible. A petite newspaper, an eight-page editorial booklet, a seasonal lookbook or a substantial brand magazine can each serve a different business need.
The important decision is what the publication should accomplish and who will receive it.
From the First Page to Distribution.
Producing a publication involves more than arranging photographs and text on a page.
Editorial planning, writing, photography selection, graphic design, paper specifications, printing and delivery all contribute to the finished publication.
Distribution matters, too. A brand might want copies available at its own locations, delivered to customers or sent to selected retailers and business partners.
At COCOLILY AGENCY, we manage the publishing process from concept to completion.
We develop the editorial content, design the publication, coordinate printing and can also arrange distribution.
One creative partner. From the first idea to the printed edition.
COCOLILY AGENCY
Brand publishing and creative campaigns.
