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Bookmarks as Marketing Tools

When most people think about bookmark printing, they view bookmarks as simple placeholders. Bookmarks can be much more than that, however; they can be powerful marketing tools that take advantage of the power of branding through repetition. More than that, with the right technique you can take your bookmarks beyond branding and turn them into active marketing tools by employing a few creative bookmark printing techniques.

Die cuts

Bookmarks aren’t just used in homes; they’re taken to the library, to school, to work, to the bus stop, to the park and everywhere else people read. A creative die-cut bookmark can become an active marketing tool by attracting the attention of others who ask to see the unique bookmark. If you can stir imaginations, your bookmark’s message can spread similar to word-of-mouth.

Coupons and special offers

Put coupons, discounts, and special offers on your bookmark to entice readers to take action. Your coupons could be for free product giveaways, 10 percent off a purchase or something else entirely.

Turn your bookmarks into response cards

Use the back of your bookmarks as response cards so you can collect valuable demographics and test responses to tweak your marketing strategy. To get more responses, create a drawing to win a valuable prize that’s relevant to your field. You could also offer a discount for referring a friend through your response cards.

VIP cards

If you’re a retail business with monthly specials you can turn your bookmarks into VIP cards that customers can bring in to redeem the monthly VIP specials (or other incentives). You can increase response rate by making your customers feel like VIPs when they shop with you. This is also a great way to spread your message through word of mouth. Even though VIP cards carry an air of exclusivity, many customers will want to share with their friends

Go big

Most bookmarks are printed at 2-inch by 6-inch dimensions, so you can help your bookmarks stand out by printing oversized bookmarks up to 13-inch by 17-inch. Consider how your bookmarks will be used – large bookmarks might not be appropriate for paperbacks, but you might be able to hit a niche market by distributing “college textbook bookmarks.”

For maximum exposure, print quality bookmarks on thick 16-point gloss cover stock with glossy sheen on both sides. Attractive bookmarks, complete with tassels, have a longer shelf life (or page life, as it is).

If you’ve never considered bookmarks as marketing tools, it’s time to start. Chances are that your competitors haven’t either, so bookmarks might represent an effective and cost-efficient way to leapfrog the competition in an untapped marketing niche that makes a lasting impression.

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