Printed advertising still works!
Whilst we are living in an increasingly digital world, print media should still be an important part of the marketing mix. Investing in well designed print media can help businesses to extend their reach to potential customers, increase exposure and engage your target audiences with campaigns. Why do we think that printed media is an important part of your marketing mix?
Research shows that all demographics (including millennials and gen Z), trust print media more than any other content they are exposed to. Print media beats TV, Radio, and digital content, with printed newspapers found to be more trustworthy than their website equivalents.
Why? Printed media is often considered much less invasive, with no annoying pop-up ads getting in the way. A brochure, magazine or other form of print is considered a relaxed form of marketing. The consumer can read the content when they choose, without having their leisure time interrupted with invasive ads.
Trust is a huge factor when a customer is choosing a supplier. Print is the most trustworthy form of media available, make sure you consider it within your marketing strategy.
Whether it’s a bespoke brochure, leaflet or, targeted point-of-sale material, print can help you engage with the right target audience at the right time. Younger generations are starting to unplug from their screens, and are actually now the largest consumers of print media. Well placed and well designed in-store displays will grab the attention of shoppers young and old. A large format poster that shows off your new product will capture attention, when positioned correctly.
Coupled with increased data about purchasing habits, you can use print to target the right audience at the right time. It can take up to an average 12 engagements with a brand before a purchase or conversion is succesful. Adopting a multi-channel strategy, that includes a print medium at various touchpoints will help you convert at a much higher rate.
Print can be consumed in an easy to read format, much easir than most digital readers. This improves the overall consumer experience.
When a prospect reads your print material, they are more likely to retain it. Studies show that we’re able to retain information read on print better than if we read it online. The reason? Because print is tangible and has impact, the brain is able to process it easier, thus increasing recall.
There’s nothing quite like a well designed brochure to hold. Seeing and feeling is believing, and printed media is nothing if not tactile.
A large poster, advertising a special offer in a shop or restaurant window, will entice shoppers and diners in through creative imagery alobe. They may stay in windows or on office desks for weeks and months, thus providing excellent value for money when compared to some other media.
Print can be more engaging than its digital counterparts, so its no surprise to see that it also drives high ROI (return on investment).
Point-of-purchase and point-of-sale material for example targets consumers at the exact time they’re ready to part with some cash. That pester power sure does work.
A well targeted direct mail campaign can engage with a highly targeted adience – one that is likely to want your product/service. Having the tangible ad means its easy to share too, so even if the original consumer isn’t interested, they can simply pass the print to someone who will be!
So, you still think print is dead? Think again.
It has the highest engagement, highest recall and highest ROI. Plus, with a wide range of print options available, there are a number of ways to engage at the right time, with the right piece, to the right audience.
Whatever your business, whether you’re a council, restaurant,, charity, school or other retail outlet, bespoke print across a number of channels can help promote your brand, increase sales and grow your business.
- Posters, including large format
- Business cards
- Newspapers and magazines
Print is powerful. Ensure you include it within your marketing mix.