No, print marketing is not dead. In fact, printed advertisements are one of the best supplemental marketing channels your painting business can invest in today.
您明白了吗？
If your business acquires most of its 重新绘制潜在客户 through a single marketing or advertising source, you’re asking for trouble. This is why it’s important to supplement and diversify your lead sources.
二次潜在客户流动是确保稳定和可预测增长的最佳方式。
Why?
因为市场波动，世界永远不会停止变化。昨天行之有效的方法今天可能行不通。
我相信这对大多数人来说很有意义，但它会产生一些问题：
- 为什么印刷营销是一个很好的次要线索来源？
为什么我们不应该使用印刷营销作为我们的主要潜在客户来源？
哪种印刷营销策略应该我们的绘画业务专注于什么？
- 门衣架比明信片邮寄产生更好的效果吗？
- 我应该期望什么样的投资回报率印刷营销？
继续阅读以获取这些问题的答案以及更多内容！
What Is 印刷营销?
任何非在线进行的广告都被视为印刷营销，但情况并非总是如此。
在文字出现之前，人们使用符号来识别他们的家庭和企业。
Fast forward a century or two and we’re in the Mad Men era. Billboards and magazines dominated the marketing industry until TV commercials were front and center in every living room across America.
Finally, comes the age of the internet where the cost of advertising drops to a point that even a small business can afford.
I know… you came here to learn about marketing your painting business, not a history lesson. But it’s important to explain HOW we got here so we can understand WHY it works.
So Why Does 印刷营销 Still Work?
简单地说，在电视广告、广告牌和杂志时代长大的人今天还活着*喘气*！
是的，但是有不仅如此。
In an age of goldfish marketing (advertisements that grab your subconscious 2-second attention span) it’s refreshing to hold something physical, like a postcard!
与互联网广告相比，互联网广告通常给人的印象是冰冷和直接到达您家门口的机器人、明信片和门衣架给人一种个性化的感觉，甚至可能是感伤的。
更重要的是，65-75岁的人持有这个国家最富有的人y. This is the same age group that still orders newspapers to their house, so rest assured, your printed marketing campaigns are still relevant today.
多元化营销策略的重要性
作为油漆企业主，您可能知道您的大部分业务来自哪里。
The numbers vary from market to market, but a 70/30 split between digital and print marketing is generally accepted as a healthy lead generation strategy for the professional painting industry. This is primarily due to the ultra-low CPL that comes from digital marketing.
大多数绘画企业主未能认识到，仅仅因为您现在很忙并不意味着策略会奏效xt 年、下个月，甚至明天。
I know this because we talk to hundreds of painting business owners every year, and nearly every single one has a similar story — “Our leads dried up, I’m not sure what changed.”
如果您还没有经历过这种情况，那么您要么已经采用了具有各种潜在客户来源的健康营销计划，要么您的时机即将到来。
避免此问题的最佳方法是提前计划。测试各种营销策略以确定最适合您的服务区域的营销策略。例如，适用于德克萨斯州绘画业务的方法可能不适用于佛罗里达州的某人。
多样化营销策略的主要目的是保持可预测的新业务来源。
Ok we determined what 印刷营销 is and why it works. Now let’s discuss how best to implement this marketing strategy for your painting business.
印刷营销 Strategies for Painting Contractors
Vehicle Wraps
除了名片，汽车包装是油漆企业所有者将进行的首批营销投资之一，这是理所当然的。
The CPM (the amount you pay for one thousand people to see your advertisement) for 车辆包装在规模上明显低于任何其他形式的印刷营销。
| 广告 Medium | Cost Per Thousand Impressions (CPM) |
|---|---|
| Fleet vehicle wrap graphics | $0.48 |
| Outdoor Billboards | $3.56 |
| Magazines | $21.46 |
| Newspaper | $19.70 |
你驾驶车辆的次数越多，他们获得的业务就越多。
有关的最佳部分这种营销策略不同于一般的车辆维护，它是一次性投资！
为了获得最佳效果，我们建议您在车辆上包括以下元素：
Logo — Be sure to account for windows, doors, and any other surface that may cover or crop your logo.
Phone Number — Put this on every side of the vehicle
- Website URL — For moving advertisements, less is better so be sure to exclude the “www” to make it easier to remember
Services — Just because your business name might include the word “Painting” don’t assume those driving by your vehicle will know you do cabinet painting.
一些避免添加到您的车辆的方法包括：
QR Codes — While this may seem like a sound element to include, a little dirt on the code can make it unscalable, and it has to be large to scan from a distance which can distract from your messaging.
社交媒体 Icons — Your website is more than enough, any icons serve no benefit.
Ratings — Your online ratings can change tomorrow so be careful including that 5-stars on print marketing.
Yard Signs
Have you ever noticed an influx of yard signs around town during election season? They are hard to miss, and for a good reason. Politicians know that name recognition goes a long way, and as a smart business owner, you’ve probably recognized the same.
现在，在您开始在城镇周围扔院子标志之前，请务必先检查您当地的法令，以避免罚款或垃圾标志.
For best results we recommend asking your customer if they would mind you placing a sign in their front yard while you’re working on their property. If they push back don’t be afraid to incentivize the ask with a $50 discount or an extended warranty. It only takes one call from that sign for a discount to pay for itself.
放置院子标志时，请检查交通方向，以确保您的电话号码在街上可读。如果汽车停在路上，请考虑将您的标志移近房屋以提高能见度。
请记住，即使您在人流稀少的死胡同中工作，您的标志仍然可以吸引邻居的注意。
院子标牌上要包含的元素包括：
Phone Number — Make this large and easy to read from a distance.
Services — Include your services so your sign provides some context. If it take up too much space at least include the word “Painters” somewhere on the sign.
Website URL — As with vehicle wraps, less is better. Drop the “www” if you include your website address.
Logo — Your logo is one of the least important elements on your yard sign, so keep it small.
QR Code — If you’re working in an area of high foot traffic these codes can be handy, but they do take up space. As an alternative, consider purchasing a second square yard sign with only a QR Code that you can position next to your primary yard sign. This not only helps grab attention but can make it large enough to scan from the road.
Door Hangers
像院子标志一样，门衣架是吸引邻居注意力的好方法。与任何其他形式的印刷营销一样，您可以实施一些策略来改善结果：
Always have a stack of hangers with you in the car. When you start a new job slip a door hanger on any house you can see from the front yard of the house you’re working on.
Match the color scheme/fonts/layout of your yard sign with the door hangers to provide. 广告 continuity helps with context and builds trust.
For best results, leave some whitespace on the door hanger to handwrite a discount or exterior quote. Personalization goes a LONG way.
我们建议使用门衣架而不是纸质传单，因为它们通常由更好的材料制成，可以承受这些元素，它们不会不要被风吹走，他们要求有人将它们从门上移走。
If you’re targeting your customer’s neighbors try knocking on the door first to provide them with an in-person promo or quote. This will generate better results and save you the overhead of blowing through your stash of door hangers.
另一种取得成果的策略是雇用当地工作人员用门衣架覆盖整个分区。虽然这可能代价高昂，但如果您瞄准的区域充满了通过资格预审的潜在客户，则只需要一两个工作就能获得回报。
Postcards
您收到了多少来自当地企业的明信片最终被扔进了垃圾桶？你有没有想过为什么他们不断发送它们？他们不知道你一直在扔掉它们吗？！？
如果你有大量的广告预算，直接邮寄可以产生很好的规模，但是预算有限的当地绘画公司呢？
明信片和其他形式的直邮广告最好与超本地定位方法一起使用。最好的部分？这种策略不需要群发邮件来产生回报。
考虑这些例子：
Send postcards once a month to anyone who purchased a new home in the last 30 days with a “new homeowner” 促销优惠.
Reactivate past customers with a referral incentive or a cross-sell offer on another service. This works particularly well around the holidays when the season begins to slow — “Book between October-January for 10%”
- 发送给邻居 – 使用正确的邮件列表，您可以定位50 个最近的邻居，他们的邻居家的照片你最近很痛苦特德。为获得最佳效果，请每周发送一次，持续四个星期！
Business Cards
Business cards are a no-brainer. 事实上，我们写了一篇关于如何为您的绘画业务设计高质量名片的文章！
Include them with your estimate, hand them out to the neighbors, or ask if you can add a stack to the front desk at your local real estate office. They’re a low-cost marketing solution that should come standard with every painting business.
Promo Merchandise
Promotional materials like hats, t-shirts and drink coozies can be expensive, but they serve an important purpose in generating customer loyalty, and referrals. A simple parting gift on your final walkthrough can become a walking billboard from a satisfied customer.
由于这些礼物可能很贵，所以最好为客户保留它们，而不是潜在客户。让您的成品完成繁重的工作。一个满意的客户会非常乐意在城里戴帽子！
绘画承包商的营销服务
While the use of printed material is a great marketing strategy, the cost per lead will always remain lowest with a solid digital marketing strategy. This is the primary reason we consider print marketing a good secondary lead source.
更重要的是，数字营销和印刷营销之间的界限越来越不明显。例如，您最后一次收到没有网站或电子邮件地址的名片是什么时候？
随着这两种营销媒介不断融合，最好将您的策略留给专家。
这里是底漆营销，我们我们是一家注重结果的公司，拥有十多年的潜在客户开发和数字营销经验。
我们位于北卡罗来纳州威尔明顿的营销专家团队专门为像您这样的住宅和商业绘画公司提供服务！
给我们打电话或安排今天的免费战略电话，详细了解我们如何帮助您的绘画业务更上一层楼。
