Your Guide to Mastering the Logistics of Traditional Marketing!

Traditional Marketing

Digital marketing is arguably the best way to advertise businesses, products, and services. That being said, traditional marketing isn’t dead, especially print marketing. However, compared to digital marketing, traditional strategies require more logistical efforts to make sure things pan out just the way you want them to. Even then, it’s worth it.

Having established all that, let’s explore the way you can master the logistics of traditional marketing.

Start with a Digital Version of the Visuals

Most of your traditional marketing efforts will focus on print ads. However, life for these ads will, of course start digitally on a computer. A graphics designer will initially have to work out the visuals that will go on print. 

The key here is to make the ad as eye-catchy as possible. Otherwise, it won’t turn heads when placed on a billboard or in a newspaper. Keep the dimensions of your ad space in mind when doing the designs. You don’t want to compromise on the quality of your signs or ads by using poorly determined ad space. We’ll discuss more about this in the next section. 

Another thing you need to remember while designing the visuals digitally is the color mode. For digital ads or graphics, you have to use the RGB color mode. However, for print, it’s best if you use the CMYK color model. Before you select the color mode, it’s best if you talk to the printers. See which one they prefer for their printers. While CMYK is the preferred mode for many, some printers might still opt for the RGB mode.

Another excellent reason for starting with a digital version is its editability. Digital versions of your visuals can be edited and updated easily. Hence, it will be easier if you need to make changes to your content or if you want to create multiple versions of the same visual. This can be helpful if the one who approves the ad changes their mind constantly.

And if you plan to distribute the same visuals in multiple channels, such as social media, email, and your website, it will be easier. Aside from that, your messaging will be consistent. 

Determine Your Ad Space and Get a Quotation

In the case of digital marketing, you have to choose specific image dimensions for different social media platforms. At the same time, there are various post types on these platforms, each of which has its own dimensions. Similarly, in the case of traditional marketing, you have to focus on specific print sizes based on which you will get to determine the ad space you need.

For traditional marketing strategies, you first need to decide where the ad will go. You mostly have two options. The first is newspapers, and the second is billboards. Things like posters or random signs give you more freedom since you usually don’t have to rent ad space there. 

Contact the newspaper or billboard owner first. Ask them about the types of ad space sizes they offer and how much they cost. Then, based on your needs, you can get in touch with them about renting that ad space and send them the soft copy of the visuals. 

When you have identified potential ad spaces, contact several parties for a quotation. Once you’ve received the quotes from various parties, compare them to ensure you’re getting the best possible deal. Don’t hesitate to negotiate. Most parties are open to negotiations since the competition for this business is stiff. 

In the case of billboards, they might ask you to print the ad yourself.

Sending the Ad to the Printers

For signs and billboards, opt for a vinyl printer for the prints. These printers are widely used for printing signs, billboard ads, and decals. The printouts from these printers are of the highest quality and will showcase your products in the most visually appealing way.

Check with the printers regarding the color mode you should use for designing the ads. As mentioned earlier, some printers use RGB, while some prefer CMYK. You need to follow their instructions regarding this because unless you provide them with the mode they want, your print quality will be heavily compromised.

Remember to prepare your ad file in a specific format required by the receiving party. For example, if you’re printing a billboard, your file may need to be in a high-resolution format like EPS or PDF. Make sure to follow the specifications provided by the printer or ad space provider to ensure that your ad is printed correctly.

It’s also critical to check the ad for errors before sending it to the printer. It’s best to double-check it for any typos or incorrect images. Even if you have a proofreader, you may want to ask a colleague or friend to check it. Sometimes, the simplest errors can go undetected.

Sending the Ad to the Newspapers

For newspaper ads, you also need to consider the color mode as well as the ad size. At the same time, you also have to determine whether or not your ad will go in color print or black and white. 

If you want a black-and-white ad, avoid having too many elements or colorful gradients. The most important things to have in such an ad are the products you want to highlight. At the same time, you should also focus on the text. No need to focus too much on the overall design. Ensure the readability of your text over everything else. 

Following Up

You have rented the space, sent them the visuals, and now have the ad published or posted on a billboard how you wanted. Now’s the time to follow up. 

Check for the details. Have they incorporated everything you wanted design-wise? Has the ad been posted on the page or billboard location as you wanted? Is the ad quality as they promised? 

Check all these things to determine whether or not they have fully committed to the project and have met your expectations. 

Traditional marketing is not easy to oversee. However, following these suggestions will help you master the logistics of this type of marketing with much ease. 

Traditional marketing article and permission to publish here provided by Stephen Evans. Originally written for Supply Chain Game Changer and published on February 24, 2023.