As the year 2020 draws to a close, little needs to be said about the events that made it unique. Last January, nobody could have expected the effect a global pandemic would have on our everyday lives. Even the best laid plans were no match for the impact Covid-19 had on businesses of every sort.
As we look ahead to 2021, let’s take a moment to reflect on the lessons we learned – both positive and negative – from this unprecedented time in history. Let’s also look forward with hope for a brighter year to come.
What to Expect in 2021
Focus on Transparency & Trust
Whether we chose it or not, we were all in it together in 2020. The brands that emerged as leaders during uncertain times were those that faced the situation head-on by communicating concisely – and more importantly, compassionately – with their stakeholders.
As we move into a new season, keep that compassion top-of-mind. Prioritize transparency in your print marketing communications, and always work to improve the trust that a customer can feel both in your brand and in the product or service you offer.
Plan Ahead but Stay Flexible
It’s wise to go into the new year with a plan, but if recent events have taught us anything, it’s more important than ever to roll with the punches. In 2020, brands needed to reassess their messaging or risk coming across as tone deaf to the developing situation. Even the most passive messaging ran the risk of coming across as poorly timed given the state of things.
If you’re reading this article, you’re probably already planning ahead for next year’s print marketing campaigns. As you do so, leave some room for the unknown. By working with an experienced print partner, you can lean on the expertise of people who have done this before.
Prioritize Purpose
This is a trend we’ve seen growing for a couple years now, but the importance has been multiplied in a time where people are more conscious than ever of changes in the way we live. No matter the industry, people are increasingly interested in what their favorite brands stand for. This rings true for consumers as well as employees.
As part of your 2021 print marketing initiatives, take a look at where your organization stands on issues like sustainability, social responsibility, and community outreach. Think about what makes your company unique and consider highlighting those things in your print marketing campaigns. In 2021, not taking a stand can be considered a statement itself.
Customer Engagement = Human Connection
The goal of print marketing is always to create a more engaging experience for current and potential customers. But it’s about more than just getting more eyes on your marketing materials; the stakeholders in your brand will expect a human connection that says, “We’re here for you in these strange times.”
Not every marketing piece needs to be a coupon code or a new product offering. Sometimes, communication alone is enough. Let your customers know you’re thinking of them using honest, human-centric messaging.
Embrace New Technologies
Print marketing will continue to be a key element of any brand strategy in 2021, but we’re seeing a shift in the way print technology is blended with other existing technologies. Personalization is a must-have for any direct mail campaign, and it requires a print provider that understands the challenges of combining large-quantity print jobs with massive amounts of customer data.
Technologies like augmented and virtual reality can be combined with printed elements to transform both physical spaces while expanding them with digital elements. Be sure to work with a print partner that stays on the forefront of these new technologies.
Maximize Efficiency
Every industry was impacted in some way by the Covid-19 pandemic, and many companies are working with unexpectedly altered budgets. This presents both a challenge and an opportunity in 2021. Companies that can find ways to maximize the efficiency of their resources will benefit most from print marketing in the new year.
By working with a well-established print partner, you can find new ways to leverage print materials that maximize efficiency while maintaining quality. Consider budget conscious strategies like double-sided prints, reusable graphics, efficient shipping considerations, material substitutions, and more.
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