Looking for a new way to boost your marketing efforts? Why not take it old school with one of the first forms of marketing: printed collateral. While the rise of digital marketing has forced many to wonder if print is dead, the truth is that it is far from it. Print is still highly effective and an extremely valuable tool for any company’s marketing mix.
For one thing, print media is tangible. It can be felt, examined and transferred from person to person without the need of technology. A customer can feel the texture of the paper, turn the pages of a magazine, and see colors shine on the page of a high-gloss book. A great print piece can engage a customer in ways that a website cannot. Print has the diversity of being able to stand alone or work with other media to create dynamic marketing campaigns. Print also has the credibility that the internet is lacking. Print pieces are viewed by customers as far more trustworthy than a website that can be changed in a matter of minutes.
Reasons to Rethink Print
Here are a few reasons why there might be an amazing opportunity for your brand in print:
Print grabs attention
Think about the excitement you feel when you get your favorite magazine in the mail each month. Now compare that to how you feel when you log onto a website. I know that I get really excited to flip through those pages, and as a result, I pay more attention to the advertisements in those magazines compared to the endless advertisements we see on a webpage. Despite statistics showing how many potential eyes may be shown a social media advertisement, your customers are far more likely to see – and remember – a great printed advertisement in their favorite magazine.
It helps with branding
When given a choice between two similar products or services with the same price, 9 out of 10 buyers will opt for the brand they recognize. Branding is essential for creating long-term trust and repeat customers in your area. To properly brand your business locally you’ve got to reach out to your target markets, and print is a great way to do just that. Business cards, brochures, and flyers with a consistent brand image will help build a strong image for your company.
Print is a great way to increase visibility
Direct mail pieces, advertisements in magazines, flyers and brochures are all great ways to increase the visibility of your company within the market. The more visibility, the more credible your business becomes. When a potential customer holds a printed piece in their hand, it is much more convenient to share that piece with friends or coworkers if they feel it could benefit them. When was the last time a coworker tried to email you a pop-up advertisement?
Kick it old school
Social media, online content and iPad applications are all part of the marketing mix today. Still, what excites marketers and media buyers is what is not being done this instant. They want to do something different… something new. Print is that perfect medium, a highly effective tool that is not over-saturated at the moment. With digital advertisements flooding every website, app screen, Facebook page, and search result, don’t be afraid to break the mold by creating eye-catching visuals that are worthy of framing, can be held and handed off, and that will last for more than a click or refresh.
Here are a few of my favorite print ads:
So while many marketers may think that print is a thing of the past, it is far from extinct. Print media is still very relevant in today’s digital world. Print has been around for thousands of years in one form or another, and print will continue to be an important part of the marketing world for generations to come.