Today my fashion brand is well-known across India but it wasn’t always like this. It’s true that when we started out the company, it gained a lot of popularity in the city. I used various social networking sites to promote our products and we did pretty well. So we naturally thought of expanding by sending out our products to other states. Naturally we also upped our online budget appropriately.
A few months passed before we realised that we weren’t getting as many leads as we had expected. I started wondering where I had gone wrong. After talking to my co-workers and other professionals I started realizing that I had just been focusing entirely on online marketing and it just wasn’t pulling in the numbers. So we decided to earmark some money for advertising through print.
We started with a sale notice newspapers and found the impact on lead generation was almost immediate. On talking to some experts, we realized that customers saw print ads more clearly as there were no pop ups or videos interrupting them. Encouraged, we decided to put up posters, print leaflets and a catalogue for the exhibition season and also back it up with hoardings. I also felt we should consult a professional design-to-print company to cater to our requirements.. A good friend of mine, who is a director in an FMCG company, recommended a Salt Lake printer. It did not take me long to find out why.
The difference I believe was in their sincerity in trying to help us sell and not just print. They gave a lot of suggestions about what kind of posters would look good, which quality paper or printing material we should use for posters, catalogue and hoardings. They explained why we should use the material they are suggesting and how it would increase impact or lower cost. We were amazed at how patiently they answered all our questions and gave solutions to our problems. Their design team turned out some remarkable posters that added serious class to the look and feel of our products.
The results were gratifying. Enquiries climbed dramatically. Print after all reached out to more people and had greater visibility than any online media. I also understood that print advertising adds credibility and trust which contributes to brand premium. Since then we have consistently invested in print to emerge as a major apparel brand in India. Needless to say our catalogues are also much bigger and smarter than before. By next year we expect to use Augmented Printing to blend virtual reality into the printed page and come even closer to our customers.
And when it comes to our printing needs, we know exactly who to turn to. If you want to connect with them as well, then just visit andersonindia.com