How the coatings industry make the most of digital and print media

Siobhan Scott from shop4pop.com brings us her advice on digital and print media for the coatings industry.

When it comes to promoting your products, it is crucial that your branding remains consistent across all platforms. When used to optimum effect, both print and digital media can be hugely beneficial for businesses; by finding a way to marry the two together, businesses can boost their reach and their ROI.

In the coatings industry, businesses often sell their products via larger stores – this tends to come with retailer regulations, including displaying products in units that meet health and safety regulations.

We’re offering advice on how coatings companies can combine the power of digital and print to drive interest in their products and see sales soar.

Print media

Whichever side of the fence you sit on when it comes to the print vs. digital debate, there is no denying the impact that physical branding can have on brand recognition.

Display units will play a key role in getting your products noticed, with well-established paint companies often sourcing display units, designed for end of aisle presentation. This allows them to encourage add-on sales and cross brand selling; a unit promoting paint brushes will be most suited to a space at the end of the paints aisle. 

In terms of getting your products into stores, robust, customised FSDUs not only provide the perfect platform to showcase your products, but can also be incorporated into your branding for maximum exposure.

If you want to prevent your products from being hidden on a shelf along with those of your competitors, it is worth investing in durable, flat-packed product displays that meet the regulations of the stores that you are selling in.

By showcasing well branded units that meet healthy and safety requirements to retailers, companies may be more likely to get their products within certain stores, and see them placed in more prominent locations.

Digital media

From website design and social media channels to positive online coverage, brand identity plays a key role in relationship building in the world of business. Your profile image should be instantly recognisable across all of your online channels, while your tone of voice should be consistent at all times, remaining true to the ethos of the company.

Whether your business is active on one social media platform or five, a single unified brand voice will be crucial in growing your audience.

If your social media accounts are already active, it is worth spending some time ensuring that they have similar and complementary profile pictures, use consistent names and handles, and project the same voice and overall company image. This way, your followers will know who they’re dealing with, no matter which of your online platforms they reach out to.

With print media going strong while digital continues to flourish and evolve, finding a way to bridge the gap between the two and achieve a cohesive identity across all platforms will help to build brand awareness and boost revenue.

Coatings customers will return to a brand they recognise and trust, so when it comes to putting your business out there, remember that consistency is key.