Graphic Media Alliance

08/07/2024

Position Print in a Supporting Role

Source: Deborah Corn, Print Media Centr, August 2024

At a certain point in a leading actor’s career, they are faced with the reality of how Hollywood and the world perceive them. While men have decades longer to be cast as action stars and leading men than women of the same age (or younger), there comes a point when those calls stop, and they are redirected to the next generation on the rise for stardom.

If actors don’t want to retire, they can wait for scripts that may have a leading role, or they can be proactive and seek out opportunities they haven’t yet explored.

Throughout movie history many leading actors have taken on supporting roles and changed the trajectory of their careers by reigniting Hollywood’s interest in them, introducing them to a new audience, and winning awards. Think of John Travolta in Pulp Fiction, Eddie Murphy in Dreamgirls, Marissa Tomei in My Cousin Vinny, and Angela Basset in Black Panther as examples.

Now turn focus to print media and use it to achieve print marketing success. Print was once the brightest star in the omnichannel mix, but times have changed. Marketers are more likely to look to digital media channels first, just like casting directors look to Austin Butler and Zendaya to deliver a return on their investment.

If print customers aren’t giving print marketing a leading role in their campaigns, consider presenting the medium in a supporting role as your new sales strategy.

FIND YOUR OPENING

Understanding the customer’s marketing, messaging, sales, and educational mission is crucial for the success of any printed project. It is even more critical in a supporting role as there are opportunities to support components of the mission as well as the biggest picture.

If your customers and prospects have stepped up their digital advertising and e-communications, there is an opportunity to help support those efforts through print marketing. Whether it’s a follow-up postcard or package responding to an online request, an opening to expand communication channels, foster customer retention and loyalty, or share relevant information about products, this is a new lane for print sales and conversations.

PUMP-UP THE PITCH

You may have customers who present, a lot. What are they doing about leave-behinds? Jump drives? Emailing or desktop printing slide decks?

Gather your team and brainstorm ideas for customized/personalized, printed leave-behinds! Look for unique promotional items related to the business of your customer, or the types of businesses they pitch. Create cool sample kits to show off all you can do and help your customers seal their deals.

HOT TIP… Start with your presentations! Give out customized/personalized leave-behind materials and see the reaction. If it isn’t a standing ovation, it could be the execution. Circle back with a key contact, ask for a review, and consider a re-design.

ASSESS THE ASSETS

What channels are your customers using to market their business, and how? Do they have a killer Instagram? A TikTok channel? A new podcast?

How can print marketing support these efforts and help your customers grow their audience? Ask some Gen Z’s, take their advice, customize for each customer you pitch, and create a menu of print offerings they can choose from.

PREPARE YOUR ACCEPTANCE SPEECH

Help your customers see print in a supporting role when the leading role is already taken. Help them create blockbuster printed communications that deliver sales and marketing results. Share samples, share new ideas. Reignite print Stans and create new print fans in the process.

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