How Has Covid Affected SME Marketing in 2020? Infographic Customer Survey

 

Most of us have had a difficult year.

Between the ongoing pandemic and the looming Brexit deadlines, practically every SME in the country has been forced to face problems and make changes to their operations.

With so many unanticipated changes in consumer behaviour and purchasing habits, many small businesses have had to dramatically rethink how they engage with customers and reach new audiences.

So, what does Covid-19 imply for small business marketing this year?

We needed information quickly, so we went straight to the source.

In November 2020, we invited over 1,100 Print-Print customers to participate in our largest survey to date: a 20-part questionnaire designed to delve deep into the most pressing marketing issues and solutions that businesses like yours are facing.

We’ve now collected and analysed all of that data, and we’re ready to share our findings with the countless companies that assisted us in compiling these crucial marketing insights.

So, if you were one of the 1,100 companies who participated in our poll, thank you!

Check out our handy infographic below that summarises the important facts. You are invited to take a look at it and download it. (For more information, see the links at the bottom of the page)

Marketing-Survey-Covid-2020-Infographic, Print-Print.co.uk

 

The following are some of the survey’s highlights:

Budget cuts and marketing budgets.. – This year, just over half of UK businesses (56.3%) reduced their marketing budgets.

– More than half of companies have cut their spending by 50% or more.

– A hundred percent of companies reported they were able to keep all of their salespeople on the job.

– I’m ready to bounce back. When the economy recovers, nearly 70% of businesses aim to increase their expenditure.

– Over 86 percent plan to restore at least half of their previous marketing budget.

Trying new things — face-to-face sales were the marketing channel that lost the most this year, according to 77 percent of UK SMEs.

– This year, nearly 90% of SMEs are focusing more on email, social media, and PPC marketing.

– In direct mail advertising, 25% of UK businesses used brochures and pamphlets.

– In 2019, more than 62% of firms spent more time on sales and lead creation than in 2018.

– Almost 70% of respondents reported a significant increase in revenue as a result of the programme.

We learned a lot from the epidemic.. – Direct mail was selected by 12.5 percent of UK SMEs as the marketing channel that gave them the best return on investment (Return on Investment).

– 75% indicated the pandemic had made marketing more crucial to their company than it had been previously.

81 percent of UK SMEs are positive about sales in 2021, which is the highest level ever.

– 31.3 percent say they’ll do it whether or not the pandemic situation improves.

– 39% intend to keep using direct mail to maintain their newfound success.

– 12.5% of companies plan to hire new salespeople.

– In comparison to 2020, 96.4 percent aim to increase their marketing budget in 2021.…

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Do You Need a Printed or Digital Brochure?

Brochures are a must-have for any business. The majority of us are aware of this. What isn’t always evident, however, is what type of brochure will have the greatest impact on our target audience – not just in terms of brochure design and content, but also in terms of how it will be delivered.

Which is better: a printed brochure or an online brochure?
Organizations today are continually taught how important it is to embrace digital change. This indicates that digital marketing platforms, rather than conventional methods, are receiving a growing share of promotional resources. It makes sense, especially at a time when people are consuming more digital material than ever before. But do you really need a digital brochure, or are printed materials still more engaging and influential? What is the best course of action for your company?

It’s important to realise that this isn’t a question of “print vs. digital.” Everyone understands how effective and beneficial a digital strategy can be. Instead, we should approach the argument from a new viewpoint, one that is outcome-driven. In the end, which format yields the best results?

Do-You-Need-a-Digital-or-Printed-Brochure

Here are a few things to consider:

The Personal Aspect
According to a study conducted by the US Postal Service, users absorb digital content more quickly than printed content and pay attention to it more quickly. Speed, on the other hand, isn’t always a good thing. While readers are more likely to feel emotionally engaged to printed materials and are better able to recall specific information from printed brochures at a later date, readers are more likely to feel emotionally connected to digital content. As a result, printed brochures can help raise brand awareness and familiarity, as well as foster brand loyalty and product recall.

Choosing a Market
While digital resources have certain advantages, they are nowhere near as comprehensive as printed materials. In fact, depending on your target market, creating PDFs of your business material may alienate a large section of your audience who are uncomfortable utilising the internet or downloading files. While digital can be beneficial to younger, more tech-savvy customers, don’t make the mistake of believing you have to utilise it to connect with them; reports show that 18-34-year-olds are just as likely to select print as they are to choose digital.

Involvement
Close your eyes and put yourself in the shoes of your customers as they read your PDF or printed brochures. Readers of PDFs are likely to be at their computers, with many tabs open and email and instant message notifications coming up every now and then, or swiftly perusing via a small mobile screen while on the go. When trying to assimilate digital content, it’s easy to see how readers can become distracted. It’s not the same with printed brochures. They may be rummaged through in bed in the evenings, on the train on the way to a meeting, or at the boardroom table during the conference. It’s a lot easier to get involved.

Reader Experimentation
Many companies underestimate the reality that printed brochures provide them far more control over the reader’s experience. When you use print, you see exactly what your readers see. You know what people see on the front cover, and you know how their hands feel as they turn the pages. That is impossible to achieve using PDFs. You can’t be sure your products are being displayed in the best light on every device because how digital materials are seen varies by device. Will your product photographs, for example, look good on a smartphone screen? Will your text be legible on such a little screen?

a-digtal-brochure

-compared-to-a-printed-brochure

Which is better: a printable brochure or a downloadable PDF?
The benefits of going digital are numerous. Offering a digital version of your brochure, especially if you operate on a global scale, may ensure that your consumers are cared for and nurtured no matter where they are. However, digital alone cannot – and will not – produce the best results. According to surveys, magazines that switched to 100 percent online content lost up to three quarters of their circulation almost immediately. While some firms may desire to offer a digital service, they must also offer print in order to take advantage of the many commercial benefits of a printed brochure. Be cautious with printable brochures as there has been many instances of printers malfunctioning and catching fire, and paper is the perfect fuel for a fire to rage, something like a 1kg fire extinguisher nearby could help put the fire to a stop before it reaches a dangerous state.…

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Choosing the Right Brochure Format and Binding

The style and format in which your printed brochure will be printed and bound is maybe the most crucial consideration to make before designing it. These are far more important concerns than you may believe. Size and binding aren’t just practical considerations; they can have a big impact on how your printed brochure looks, feels, costs, and lasts.

They may also influence the design elements you can use to make your finished brochure stand out, with the smaller dimensions of an A6 brochure, for example, preventing you from using large amounts of white space or large showcase images, which you could use in a larger non-standard size like an A4 or larger.

What are the dimensions of normal printed brochures?

The standard paper sizes are based on the A’ Paper sizes that are used all around the world. A0 is the greatest number while A7 is the smallest. There is an A8, but it is so similar to a business card that it is rarely used. You can choose from four common brochure sizes: A4, A5, A6, and square, each of which has its own set of benefits and qualities.

A-sized-printed-brochures

 

Brochures (A4)

A4 brochures are the largest conventional choice, measuring 210mm x 297mm and providing plenty of area for both text and photographs. Because you can put a lot of information on an A4 page before it becomes too cluttered, it’s ideal for providing a detailed overview of your products, services, or company history. A4 brochures have the added benefit of being familiar; they’re what most people think of when they hear the word “brochure,” so they can aid to increase engagement.

 

Could be used for:

 

Product catalogues in their entirety

Instruction manuals in detail

Workbooks for training

Presentations

Basically anything you can think of.

Brochures (A5)

A5 brochures are slightly smaller than A4 brochures, measuring 148mm x 210mm. If you want to be as creative as possible with your design but don’t have enough content to fill an A4 without leaving too much white space, A5 is the way to go. It’s also less expensive to mail than an A4, so it’s a good option if you’re planning on mailing your brochures to potential clients.

 

Could be used for:

 

Distributing during events like exhibitions and lectures

Newsletters sent by mail

Inductions for new employees

Featured products or services are promoted.

Brochures (A6)

A6 brochures are the smallest conventional brochure format available today, measuring 105mm x 148mm. However, what these pamphlets lack in size, they make up for in portability, fitting nicely into handbags or wallets. As a result, they’re great as meeting reminders, and many organisations use these small brochures to supplement their online marketing efforts. While digital marketing has the potential to be powerful, it lacks one key factor: tangibility. A printed brochure bridges the gap between online and offline.

 

It might be useful for:

 

Business charts and graphics

Sharing product photos

Following a meeting, summarise the material.

Brief introductions to the company

Descriptions of single products

Brochures in square format

Square brochures, which come in widths of 148mm square and 210mm square, are a unique and eye-catching alternative to A4, A5, and A6 alternatives. They’re popular in competitive industries since the square design sticks out from the rest and symbolises a willingness to think outside the box and try new ideas.

 

Can be used for:

 

Business proposals

Presentations

Brochures with strong visual elements, such as those for a school or university prospectus, a real estate project, or a new automobile catalogue.

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What are the different types of brochure binding?

What type of binding should I use for my brochure?

Along with size, design and how your brochure pages will be assembled to give the end result are all critical considerations. There are several options for binding your brochure:

 

staple-bound-brochures

 

Stapled Brochures

 

Stapled brochures are created by folding the pages in half and stapling them together in the middle. This is also known as a’saddle sewn,’ because the machine used to accomplish the stitching resembled a saddle.

When there isn’t enough surface area to perfect bind, this is a very cost-effective binding alternative for shorter brochures of 8 to 40 pages. These brochures are ideal for brochures with a limited shelf life because they are both inexpensive and easy to produce.

 

It might be useful for:

Product brochures

Brochures for businesses

In a café, bistro, bar, or restaurant, cocktail lists and menus that alter often

Price lists for services such as beauty or salon treatments that are subject to change

Brochures for internal usage, such as business

newsletters

One-time events, such as company retreats, have their own set of programmes.

Seasonal catalogues

perfect-bound-brochures

Brochures that are perfectly bound

Perfect bound brochures are bonded together at the spine and any paper alignment flaws are cut away to make everything nice and even.

 

These brochures have the most resemblance to a traditional paperback book and appear to be extremely professional. These brochures stack neatly, making them excellent for mass distribution, and they’re still quite affordable despite their professional appearance.

 

It might be useful for:

 

Portfolios

Manuals

Annual reports are submitted every year.

Brochures for products

Brochures for businesses

Documents for B2B transactions

Brochures for real estate

Catalogues of fashion

wire-bound-brochures

Brochures with Wire Bounding

Wire bound brochures, also known as spiral bound brochures, are a suitable alternative for brochures with 36 pages or more that need a more robust finish. The spine of these brochures is formed by punching holes in the paper’s edges and inserting a strong metal wire.

 

Wire bound brochures are great for brochures that need to endure a long time because the wire is quite durable. These brochures are suitable for reference materials because they may be left open and lie flat when opened, unlike perfect bound …

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