Printing Isn’t Dead.
It’s A Meaningful Part of the Marketing Mix That Gets Results.
In today’s digital age, businesses have become reliant on social media ads and online marketing. There’s a common misconception that your online presence is all you need in order to have a successful marketing campaign, but there’s one tool that still holds a lot of power, printed marketing and advertising. Print offers a brand experience that can’t be replicated online, so let’s talk about how.
Print is Tangible
People look at digital ads every day. But brochures, flyers, postcards, direct mailers, and other types of printed materials are all physical items that stay in homes, offices, and public spaces for months at a time. Unlike non-physical materials, this kind of brand interaction means your brand’s message is consistently being consumed.
Print Helps You Stand Out
With the amount of digital content being produced, it’s becoming harder for businesses to stand out and get noticed. You only have a small amount of room to highlight your products and services with digital ads, but with a printed piece you have plenty of space to share detailed information about your business’s features. A well-designed print postcard, self-mailer or letter with relevant messaging will speak to the quality of your business and create a more intimate brand experience for your customers.
Print Creates Brand Awareness
Printed materials are a great way to create brand recognition and leave a lasting impression. This is your opportunity to bring your colors, fonts, images, and textures to life to create a memorable experience for your customers.
Print Reaches Your Target Audience
By leveraging data specifications and demographics, you can get your marketing messages out to a very specific target market. A great way to do this is with customized mail lists. Prospecting lists are great for bringing in leads – with an average response rate of 4.9%. And if your budget allows, go big with a mailer! Oversized envelopes have a response rate of 5%.
Print Can Be Customized
Some targeted print can be done with most any budget. Information on the piece can be customized specific to the recipient with their name, a map showing driving directions to your business, a special offer or rate, or an image that matches their age group.
Print Can Remove Barriers
One good thing that’s come from the pandemic is that people are in the habit of using QR codes now. The technology has long been available, but now people are happy to scan a QR code to access a menu or get more info. It’s a direct link from your printed piece to your landing page. You don’t have to rely on people to accurately type in your web address, the code does it for them. Try this out on your next printed mailer or handout.
Having an offline presence is important when you have goals to meet and exceed. As we see more businesses taking their marketing efforts online, it should be an even bigger reason to add print into your marketing mix because there is less competition, and studies prove that printed media works. For more reading, check out this Forbes article that talks about millennials and how they like receiving mail.
If you’re interested or would like more information on print marketing, contact us! We’re ready to help.