Partner Article

Why SMEs must embrace the power of tangible branding

In a digitised world it is easy to forget about the power of tangible branding. Social media is a powerful tool, but if SMEs want to grow their business, attract new customers, and maintain a strong identity they should also be sure to make full use of flyers, brochures, posters, vouchers, and other printed objects that establish a physical and loyal connection to the brand.

There are three key areas that every SME should pay more attention to in order to reap the rewards of tangible branding.

Offline interactions

Every business, no matter how big or small, needs to be able to connect with its customers. Online interaction has its place, but branding is all about connecting, and the ability to communicate with consumers while offline acts as a constant connection. It cannot be switched off or put to sleep.

The beauty of providing customers with something that they can take away is that it sticks in the memory and gives them something to show off. Take the way in which magazines entice new customers with giveaways. Who doesn’t love a free gift? These techniques survive because they draw customers in and increase popularity, helping to cultivate a brand’s identity.

Customer connections

Humans are susceptible to the thousands of signals we’re exposed to every day, which is why major brands still make the most of billboards and posters. Priming customers is a subtle way of making them more receptive to an idea or a product. This can be done most effectively when visual advertising is tied in with tangible branding. It allows companies to tap into the sub-conscious of its customers and reach a broader market.

Tangible sales funnel

Similarly, distribution of leaflets or flyers is a great way of enabling businesses to maximise the effect of priming. Targeting customers in this way sets them up to buy into the brand and, consequently, to buy what’s on offer.

Tangible branding may be perceived as being somewhat ‘old school’ in a world that strives to be paperless, but we’ve seen time and again it can be an very effective tool for companies of all sizes.

About Onlineprinters GmbH

Onlineprinters GmbH is one of the largest online print shops in Europe. The German enterprise has a staff of 430 and serves 30 countries throughout Europe via online shops. In its PSO-certified production department, all printed products are produced in premium-offset quality and in flexible digital printing technology. “Processing print orders personally and quick delivery” is what business customers want. They order the whole range of printed products in the online shop, including business cards, stationery, flyers, postcards, posters, adhesive-bound catalogues, stitched brochures and large-format advertisement systems, and even upload their print data themselves. Detailed information on products and company is available in the online shop and mobile shop of http://www.onlineprinters.com

This was posted in Bdaily's Members' News section by Heiko Wiederer .