When combined with other face-to-face and direct outreach efforts, print marketing creates a tangible connection between your business and potential customers. From flyers to brochures and coupons, printed materials can turn interest into foot traffic and curiosity into purchases. In this article, we’ll explore how to strategically use print marketing to increase sales, and why this approach should be a part of your overall customer acquisition plan.
Why Print Marketing Still Works
Print marketing works because it’s physical, immediate, and memorable. In a world flooded with online ads and email promotions, a printed flyer or coupon can stand out. Physical materials have the power to linger, serving as constant reminders of your offer or event.
Print materials also have a broader demographic reach. Not everyone is online all the time. Local newspapers, mailed postcards, and printed handouts reach customers who may not be active on social media or subscribed to email lists. And when tied to promotions or special discounts, these materials can motivate immediate purchases or visits.
1. Design Print Materials with a Clear Purpose
Every piece of print you create should have a specific goal. Are you promoting a limited-time offer? Launching a new product? Driving foot traffic to your store? Once you determine the purpose, make sure your message is clear and your call to action is strong.
Your design should include:
- A headline that grabs attention
- A brief explanation of your offer or service
- A strong call to action (CTA) like “Visit Today for 10% Off”
- Contact information and business hours
- A scannable code or redeemable coupon (if applicable)
By giving your audience a reason to act now, you make the most of every printed piece you distribute.
2. Use Flyers and Handouts Strategically
Flyers are one of the most basic and cost-effective forms of print marketing. But handing out flyers at random won’t drive results. You need to distribute them where your target audience already spends time.
Here are a few high-impact locations:
- Community bulletin boards at coffee shops or libraries
- Storefronts of non-competing local businesses
- Windshields in targeted parking lots (check local regulations first)
- Inside packaging of products being delivered or picked up
Include a discount or freebie to reward those who visit your location and present the flyer. This approach uses print marketing to increase sales directly by converting interest into purchases.
3. Direct Mail Campaigns that Drive Results
One of the oldest but still powerful print marketing techniques is direct mail. Sending postcards or letters directly to homes in your service area can be a game-changer, especially when combined with a timely offer.
The key is to personalize the message. Use the recipient’s name if possible, and reference local events or seasons to make the content feel relevant. For example, a lawn care company might send out a fall promotion reminding homeowners to prepare their yards before winter.
What to include in your direct mail piece:
- A unique promotional code or coupon
- A compelling image or product photo
- A map or mention of how close your location is
- A time-sensitive incentive to create urgency
By incorporating exclusivity—such as “Bring this postcard for a free gift”—you create a direct path from mailbox to storefront.
4. In-Store Coupons and Punch Cards
If you want to encourage repeat business, offer physical coupons or loyalty punch cards. These tools not only drive one-time sales but also help build long-term relationships.
Here’s how they support your sales goals:
- Coupons: Encourage customers to return and redeem a specific discount or offer. Make them time-bound for urgency.
- Punch Cards: Offer a free item or discount after a number of purchases. These work well for coffee shops, bakeries, salons, or service-based businesses.
Giving customers something to physically carry keeps your brand top-of-mind. And because these items have real value, they’re less likely to be discarded.
5. Use Print Marketing at Events and Pop-Ups
Community events, trade shows, and local pop-up markets are great places to meet potential customers face-to-face. But what people take home with them often determines whether they’ll remember your business.
That’s why your booth or table should be stocked with high-quality printed materials such as:
- Brochures with detailed service or product information
- Business cards with a QR code leading to a landing page
- Event-exclusive flyers with a discount for in-store purchases
- Branded merchandise like stickers or mini catalogs
These materials reinforce your message long after the event ends. They’re particularly effective when combined with in-person conversations and free samples.
6. Integrate QR Codes for Seamless Engagement
While this article focuses on print, you can still create a bridge between the physical and digital worlds using QR codes. A QR code on your flyer, poster, or coupon gives customers immediate access to:
- Online menus
- Booking pages
- Event registrations
- Product pages
- Customer reviews
By adding a QR code that leads to a custom landing page, you can track performance and measure how print marketing to increase sales is working for your business.
Make sure the destination is mobile-friendly and directly relevant to the content on the printed material. And don’t forget to provide an incentive for scanning. People need a reason to engage.
7. Newspaper and Magazine Ads
Advertising in local newspapers and magazines may seem outdated, but for certain demographics, it’s still highly effective. Community publications have loyal readerships and often support local businesses.
When placing a print ad, consider the following:
- Include a limited-time offer exclusive to that publication
- Use bold visuals and simple language
- Highlight what sets your business apart
- Include a unique promo code to track responses
A well-placed ad with a clear call to action can result in immediate store visits or inquiries, especially when it’s aligned with print marketing techniques that emphasize exclusivity and in-store redemption.
8. Door Hangers for Local Saturation
If you’re targeting a specific neighborhood or zip code, door hangers are an effective solution. Unlike flyers that might get lost in the mail, door hangers are visible and unavoidable.
Design a door hanger that includes:
- Your offer or promotion
- A coupon that must be presented in person
- Your store address and a simple map
- A phone number or website for questions
Use these as part of your direct sales strategies, where the goal is immediate action based on a nearby, accessible solution.
This method works particularly well for restaurants, repair services, and personal care providers who can cater to hyperlocal demand.
9. Cross-Promote with Local Partners
Work with other local businesses to swap flyers, coupons, or brochures. For example, a bakery might display print materials from a nearby flower shop, and vice versa. This approach expands your reach without doubling your marketing budget.
Print pieces should include:
- A brief explanation of your offer
- A partner logo for credibility
- A call to action specific to the partner’s audience
This approach boosts exposure and reinforces your presence in the local business community. It’s a form of print marketing to increase sales that benefits all parties involved.
10. Track and Analyze Your Results
Just because print marketing happens offline doesn’t mean it’s untrackable. You can measure the effectiveness of each campaign by using:
- Unique coupon codes
- QR codes tied to campaign-specific landing pages
- Custom phone numbers or email addresses
- Asking customers how they heard about you at checkout
Tracking these metrics helps you refine your approach. If you discover that 30 percent of redemptions came from a certain flyer or ad, you’ll know where to double down next time.
Best Practices for Print Marketing Success
To make the most of your efforts, keep these guidelines in mind:
- Consistency: Your brand colors, fonts, and messaging should be the same across all print materials.
- Clarity: Keep text concise and easy to scan. Highlight key benefits.
- Quality: Don’t skimp on paper stock or print resolution. Your materials reflect your business.
- Distribution: Be intentional about where, when, and how you distribute your print marketing.
Remember, print marketing techniques are most powerful when they’re not used in isolation. Combine them with face-to-face engagement, timely promotions, and community participation for maximum impact.
Maximize Print Efforts
Incorporating print marketing to increase sales is a time-tested approach that remains highly effective, especially when paired with other local marketing efforts. By putting something physical into the hands of your customers, you create a tangible connection that digital ads simply can’t replicate.
If you’re building your customer base and looking for practical direct sales strategies, don’t overlook the power of print. Not only does it complement your other marketing efforts, but it also brings a sense of trust, familiarity, and authenticity to your brand.
Instep Management provides marketing campaigns grounded in marketing techniques that deliver far better results than online marketing approaches and enable us to reach out to the target audience on a more personal level. Contact us today to learn more about our services and how we can help your business thrive.