Print Advertising Is Alive, Well and an Integral Part of a Dynamic Marketing Campaign
February 6, 2017
Print marketing and advertising isn't dead. In fact, it's one of the most dynamic means you can use to engage clients with enduring, relevant content. Although many companies have turned exclusively to the Web for their advertising needs, most businesses of any size can benefit from well-rounded ad campaigns that also include print components.
The Benefits of Print Ads
Print ads require consumers to perform an act of conscious engagement with the advertised product. Digital ads allow for more passive viewing, but customers must be somewhat engaged to comprehend printed material. They also linger longer over printed material, which allows them to absorb more of the ad’s product details.
If you want to build brand recognition and credibility, print advertising is the way to go. Unlike digital content that appears and then disappears with the click of a mouse, print ads have more staying power. The physical presence of a tangible paper item with your company logo on it enhances a customer's impression of the stability of your business. A print ad gives you the opportunity to make multiple impressions on the reader and provide a continual reminder of your brand.
Print ads often reach the clientele that digital ads don't. Not all consumers get their entertainment and news from their computers and smartphones. Some are put off and even frightened by the ubiquitous online banner ads, pop-ups, spam and viruses. Others were brought up in a world of print media and still prefer to get their information in print whenever possible.
Direct Mail Marketing
Direct mail marketing provides consumers with tangible, printed materials that they can conveniently browse and keep for later reference. These can be as simple as postcards or as complex as multi-page catalogs. Use postcards and circulars to promote brand awareness and alert customers of upcoming sales and special events. Send out catalogs periodically to offer a leisurely browsing experience. Some types of catalogs offer comprehensive product inventories, while others may give a bird's eye view of your product categories and best-selling items. Customers can then visit your online site to order whatever appeals to them.
Variable data printing, or VDP, allows you to streamline and personalize direct mail marketing. VDP uses the information you have about your customers to promote personal connections with print ads. Besides adding specific customer names and addresses to printed materials, use VDP to create alternate versions of images, graphics and text on your basic print template.
Print Ads in Magazines and Newspapers
Print ads in media such as magazines and newspapers allow you to target specific types of readers. Specialty magazines cater to niche audiences, and regional newspapers go to a fixed geographical readership. Many businesses are transitioning to purely digital advertising and as a result there is greater opportunity to score premium placements in many print media outlets that previously would have been unobtainable. Additionally, because of this decrease in demand, pricing for print ad placements in many publications has decreased, and you’re likely to find a real bargain if you have a specific audience in mind.
When advertising in certain well-known print publications, you can also take advantage of a phenomenon known as the halo effect. When people trust and think highly of something, such as a print magazine, they are also more likely to associate those feeling with your products if they are advertised within that publication.
By excluding print ads from your overall advertising campaign, you hinder its effectiveness by shutting out a key demographic that relies on print media. Instead, use a comprehensive marketing push that integrates print advertising with online efforts in social media and digital advertisements.