Online marketing often gets all the attention. Advertising, social media, newsletters and websites have become indispensable to organisations' communications. Yet that does not mean print has lost its value. On the contrary: combining online and offline communication often produces the best results.
A flyer can bring someone to your website, a brochure can dispel doubts during a conversation, and a banner can persuade visitors to scan a QR code. When print and online communication convey the same message, they reinforce each other.
Why the Combination Works So Well
A website is often the endpoint of the customer journey, but not always the beginning. Many people first encounter an organisation through a flyer, poster, business card, event or magazine. They then look for more information online.
When the look of the printed materials matches the website, visitors immediately recognise that they are in the right place. This increases trust and makes it easier to take the step towards making contact or placing an order.
How to Make Print and Online Work Together
1. Always Use the Same Brand Identity
A recognisable brand identity is the foundation of all communication. Use the same colours, fonts, photos and tone of voice in your printed materials, on your website and on social media. This creates one recognisable whole.
2. Link to a Specific Landing Page
A flyer does not have to contain only a general website address. It often works better to direct visitors to a specific page that matches the campaign or promotion. This gives visitors the right information straight away.
You can create a separate campaign page for this or use a short, memorable URL.
3. Make Smart Use of QR Codes
QR codes have become an integral part of printed materials. They provide a simple bridge between paper and online. Visitors can open a page, register for an event, download a brochure or make a donation immediately.
Do make sure the QR code is large enough and leads to a mobile-friendly page.
4. Measure the Results
Online campaigns are easy to measure, but the same is true of print. By using QR codes, unique landing pages or special campaign URLs, you can see exactly how many visitors reach the website through a flyer, brochure or poster.
This shows you which campaigns deliver the most and helps you improve future promotions.
5. Tell the Same Story Everywhere
A flyer, advertisement, website and social media post do not need exactly the same content, but the core message should be the same everywhere. When visitors read different stories, confusion arises. Consistency, on the other hand, builds trust.
Practical Examples
At many organisations, we see that print is particularly successful when it forms part of a broader campaign.
- A flyer links to an event registration page.
- A magazine contains QR codes linking to videos or background information.
- Posters link to an online registration form.
- Business cards contain a QR code linking to a digital portfolio.
- A banner at a trade fair takes visitors directly to a quotation page.
By making print and online communication work together, you get much more from both than when they are used independently.
Also Useful for Organisations with Multiple Locations
Do you work with multiple branches, volunteer groups or departments? Then it is important that everyone uses the same communication materials. Your own print portal can help.
Staff can easily order the right printed materials in the right brand style, while you retain central control over designs, files and products. This keeps the appearance consistent everywhere.
Why Do Organisations Choose Basic Media?
At Basic Media, we look beyond a single flyer or website. We help organisations align all their communications. As a result, printed materials, websites, social media and campaigns reinforce each other instead of simply coexisting.
- One recognisable brand identity for online and offline communication.
- Printed materials that match websites and campaigns.
- Smart use of QR codes and campaign pages.
- Production through reliable Dutch print partners.
- The option to expand with your own print portal.
Whether it is a campaign, event, election, fundraising or business communication: we make sure all communication materials convey the same message and reinforce each other.
Read more about print design services, discover the possibilities of your own print portal or explore our websites and media service.
Ready for the Next Step?
Want your printed materials to work better with your website or online campaigns? Contact us. We are happy to help develop a communication approach in which online and offline reinforce each other. Curious about previous projects? View our projects.