Quick Takeaways (What You’ll Learn in 30 Seconds Flat)
- Direct mail marketing works, but it works best with consistent, repeated exposure – not one-and-done campaigns.
- Door hangers are a low-cost print marketing strategy with hyper-local impact, perfect for use where your prospects can see the work, like with landscapers.
- Review cards are great for your Google Business Profile, where prospects can validate your business, and you can increase credibility with existing customers.
- Print catalogs these days can be used to pair tactile experiences with digital marketing, for better engagement. Amazon.com is a good example.
- Brochures help promote services, build brand awareness, and support your sales conversations.
Print Marketing for Service Businesses Still Works
Print marketing for service businesses is alive and kicking, and we’ve found that many of our prospective customers under-appreciate just how effective it can be. And that’s no surprise in a digital age practically overflowing with online ads, email campaigns, and social media content. Everyone thinks Google ads are where they need to be: the reality is that high-quality print materials — like business cards, flyers, brochures, and catalogs — can provide low-cost clarity and permanence.
For small businesses serving specific demographics or regions, print media can cut through the noise and build brand recognition in a more personal, tangible way. Whether you’re a plumber, landscaper, HVAC technician, or concrete coatings installer, these proven print marketing tactics help you stand out, attract potential buyers, and increase your response rate.
1. Direct Mailers: Go Big, Go Repeatedly
A direct mailer is a physical piece of marketing — typically a postcard, flyer, or brochure — delivered right to a local customer’s mailbox. It’s one of the most effective ways to build brand awareness and boost your visibility with your target audience and in the neighborhoods you serve.
But here’s what most people miss: consistency is key. Most businesses make the mistake of mailing once and quitting. Successful companies send direct mail regularly, even every other week, using a schedule that skips holidays and high-vacation seasons. This repetition reinforces your message and keeps your company top-of-mind.
Use high quality images, a clear call to action, and contact info that’s easy to find. Add a QR code if you want to guide readers to your website or a special offer. And, the Storybrand framework is a great way to think through your marketing material, and it’s one that we employ regularly for and with our clients.
One real-world example: a client of ours who ran a small engine repair service spent about $1,300 on a mailer…and saw $50,000 in return. That’s a response rate that most people can only dream of.
2. Door Hangers: Cost-Effective and Localized
Door hangers do just that: they hang directly on the doorknobs of homes in your service area. They’re an effective way to reach local customers, especially when you’re already working in the neighborhood.
As a landscaper, for example, you might drop a door-hanger at the neighbors of your client after you’ve wrapped up for the day. Nothing aggressive, but just enough to let them know that if they like what they see across the street, here’s how to get in touch!
As a marketing tool, they’re low cost, easy to distribute, and great for brand exposure. Add promotional offers, use high quality design, and include your business address and contact info to make it easy for customers to reach out.
For bonus points, small businesses can also create fun gift bags to go along with door hangers, including branded items (like promotional products, pens, or notepads), that can bring a smile to a prospects’ face. It’s a unique touch that can leave a really lasting impression.
3. Review Cards: Build Trust and Boost Local SEO
Review cards are business-card-sized cards used to thank customers and invite them to leave a Google review. These cards often include a QR code linking directly to your Google Business Profile.
How does this help you win NEW business? Google reviews affect your ranking in local search and make a big difference in how potential customers view your company. If you want to build brand trust and increase response rate, this is a simple and effective strategy.
Example: Sunny Slope Tree Service, a Lancaster tree service, used review cards to grow from 35 to over 90 reviews in just 9 months. That kind of growth builds long-term credibility with both Google and your audience.
4. Print Catalogs: Engage Customers with High-Impact Print Media
Our print catalogs are usually a multi-page booklet that can give customers an overview of your services, pricing, or packages. While most commonly associated with retailers, catalogs are a great way for local service businesses to showcase offerings in a clean, organized format.
Use print media to feature special offers, seasonal packages, before-and-after projects, and more.
Interestingly, even Amazon.com now sends print catalogs around holidays! If they see results in print, you can be assured there’s something to it.
5. Brochures: Educate and Upsell
Brochures are versatile print marketing tools. They let you promote one service at a time with more detail than a postcard or flyer. As physical marketing materials, they lend a level of credibility and professionalism that digital alone sometimes lacks. They’re perfect for small businesses who need to explain their offerings clearly, especially when the service requires a bit of education.
What we love about them is they can be used to sell other services. Dentists, for example, might have brochures listing their teeth whitening or orthodontist capabilities right on the checkout counter, allowing customers there for “just a cleaning” to realize their favorite dentist can do more!
We’ve seen them used very effectively by equipment rental companies, who hand out brochures describing each machine and the types of DIY projects it’s good for. One of our clients wanted to help homeowners understand how to use a mini backhoe, and rather than overwhelm them on the spot or take up time with a tutorial from their staff, they handed them a brochure that walked through features, safety tips, and typical uses. It helped the customer feel confident and created loyal customers who came back for repeat rentals.
Consider using brochures to explain your offerings, showcase testimonials, and walk customers through next steps. Add a clear call to action and great imagery to maximize response. Whether they’re displayed at your counter, handed out during consultations, or mailed as part of a campaign, they help move potential customers closer to a decision.
Ready to Create High-Impact Print Materials?
If you’re looking for a proven print marketing strategy that helps your business stand out and get noticed, we’re ready to help. Little Mountain Printing is a print shop serving Lancaster and the greater Southeast PA region. We design and produce effective marketing materials for local businesses that want to grow, and we do it all in-house. We can even pinpoint your audience with targeted mailing campaigns orchestrated by our experienced team!he
From business cards and brochures to flyers, door hangers, catalogs, and more, we create what you need to promote your services and reach more customers. Our team is here to support local businesses: whether you’re launching a new location, testing a special offer, or just want to build stronger brand awareness.
Get in touch and let us be your guide to creating something that sticks with your audience and keeps them coming back.
