In today’s evolving landscape, small businesses, artists, not-for-profits, and churches always seek innovative ways to connect with their target audiences. While digital marketing tactics such as social media promotions and email campaigns are crucial, blending marketing approaches is essential to survival and must be utilized. One popular method embraced by marketers is Print on Demand (POD). Here’s a look at how to use print on demand for marketing to significantly enhance your visibility.
How to Use Print on Demand for Marketing
When I was growing up, the phrase, “I need that on a tee shirt” meant you liked something so much that you would want to wear it on the front of a custom t-shirt. You were willing to rep it. The goal of marketing is to get someone to rep your brand. So, in marketing, everyone gets a t-shirt. Or sticker. Or magnet. Or swag. Whatever you can afford to give away, give away. And whatever you can sell, sell. Right? To do that as a 501c3 or church that typically has to be done within certain budget constraints which means small batches. To do that as a small business means not having a lot of overhead and not having to store a lot of inventory. That is where Print on Demand comes in. I used Print on Demand as a fundraiser when I started my journey to dental implants.
What Is Print on Demand?
Print-on-demand is a technique that enables you to create products as needed without maintaining inventory. By investing in quantities upfront, you partner with US or Canadian print on demand companies, depending on where your home base is, that handles production, packaging, and shipping. With the proliferation of e-commerce platforms and seamless integrations, selling customized branded merchandise has never been more convenient.
Expanding Brand Presence
Embracing POD opens up opportunities to extend brand visibility beyond avenues. You can broaden brand exposure to an audience beyond the online sphere by offering merchandise featuring your logo or unique designs. These tangible brand interactions can pique interest. Spur word-of-mouth recommendations when members, fans, and customers incorporate these products into their routines. For example, when other homeschool moms love your homeschool style and you refer them to the homeschool blogger you got your tees and mugs from, that is word-of-mouth in action and it is great for increasing brand presence.
Increasing Engagement with Your Audience
Integrating Print On Demand (POD) into your marketing approach offers chances to connect with your audience on a new level. Organizing giveaways or competitions featuring branded merchandise sparks interest and encourages participation. Offering niche items enables followers and loyalists to become advocates for your brand by proudly displaying their support.
Strengthening Audience Loyalty
Expressing gratitude towards your audience plays a role in cultivating brand loyalty. Adding touches such as sending prints of user-generated content or surprising them with exclusive merchandise can nurture a sense of belonging and devotion to your brand. Leveraging POD guarantees that you always have products for unique gestures of gratitude.
Experimenting with New Design Ideas
Conventional marketing methods typically involve investments in printing and distributing large quantities of promotional materials, hoping they resonate with the target demographic. With POD, you have the flexibility to explore design concepts and niche markets without bearing a lot of upfront costs. By creating batches and evaluating their performance, you can refine your marketing materials based on customer and member responses and interactions.
Establishing Collaborative Partnerships
POD also paves the way to reach partner audiences. For example, our church partnered with Fine Art of Eden in 2022 and ordered magnets of her “Laughing Jesus” print to give to every person who visited our service on Easter. I appreciated the artwork so much, that I ordered a 16×20 print for my home.
When brands team up with others that complement their offerings, they can expand their reach and provide fans and customers with products. Collaborations can involve special edition items or joint marketing campaigns that tap into the audience of both brands.
Maintaining Sustainability
In today’s world, sustainability is a focus for consumers who are looking for eco-friendly options. Print on Demand (POD) allows businesses to print what they need, reducing inventory and waste. By working with POD providers, brands can offer sustainable choices like organic cotton or recycled paper materials, appealing to the eco-conscious customer base.
Seamless Integration with E-commerce Platforms
Integrating Print on Demand with e-commerce platforms simplifies the process of selling branded products online. With integrations for platforms such as Shopify, WooCommerce and Etsy, businesses can streamline printing and fulfillment without processing. This efficient integration ensures that orders are fulfilled promptly and delivered directly to members and customers.
Cost-Effective Marketing Solution
Unlike marketing methods that involve costs for printing and distributing materials in large quantities, Print on Demand offers a cost solution by avoiding initial investments in inventory or large print quantities. Instead, you only pay for each item as members and customers order them, reducing risks and ensuring that your marketing expenses match sales.
Customization Opportunities
With Print on Demand, customization options for your merchandise are virtually endless. From t-shirts to mugs, tote bags to phone cases – small businesses, artists, not-for-profits, and churches can create a wide array of products that suit their branding and target audience. Additionally, POD providers often offer easy-to-use design tools or integrations with graphic design software, enabling each to create and upload their custom designs effortlessly. This level of customization allows for unique and tailored merchandise that resonates with your specific audience and effectively represents your brand’s identity.
Integrating Print on Demand into your marketing strategies brings a mix of tradition and innovation to your arsenal. It opens doors to expanding brand reach, boosting member and customer engagement, experimenting with design ideas, and forming partnerships. By embracing merchandise created through POD, you can leave a lasting impact on your audience, strengthen their loyalty to your brand, and carve out a significant presence among modern marketers.
