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)



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?


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.

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?



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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