Print media is lurking in your mailbox. It might already be in your home, showing up at your door day after day, or in your library stacked as neatly as the shelves. But wait—isn’t print dead?
No, print advertising isn’t dead; you just assumed it got buried by its digital successors. And while digital and broadcast media still reign supreme, print can still be effective when used for the proper audience.
In fact, a recent survey by FedEx revealed that both business owners and consumers agree that print is alive and kickin’ and will remain that way indefinitely:
- Four out of five small business owners say professional printing helps them stand out
- Nine out of 10 consumers agree there will always be room for print
Yes, people still want print and they consume it on a regular basis. 69 percent of the U.S. population reads newspapers, with print remaining the most popular format. 95 percent of people under 25 read print magazines. And 80-90 percent of direct mail gets opened, compared to only 20-30 percent of emails.
Let’s look at how you can use print advertising to give your business a serious edge over the competition.
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Getting hyper-local with print advertising can drive foot traffic to nearby brick-and-mortar businesses and traffic to websites. Direct mail, in-store brochures, ads in community-based magazines or newspapers and posters around the community can become a part of that local area’s everyday life.
Home in on where your target audience lives and reach them in all the places they go to day-to-day, from grocery stores to public transportation.
Connect with the Most Highly Engaged
Print advertising might not reach as many people as it used to, but it will reach (and convert) those who are most likely to engage with it. Print can be a great vehicle for delivering long-form stories and combining like content into one cohesive package.
Think about it: If someone is still subscribing to magazines or newspapers, that means they have the time to read them on a regular basis. They’re the ones who are most likely to view your ad and take the desired action, whether it’s redeeming a coupon in-store or visiting a landing page to learn more.
Provide a Tangible Experience
There’s just something about turning the pages of a magazine by hand. Opening a piece of mail to see what’s inside. Reading a brochure at your local coffee shop.
These are tangible experiences that digital and broadcast media simply can’t touch. Consumers see hundreds of ephemeral digital ads per month, but they may only get 10 pieces of direct mail in the same amount of time.
With so few to look at, it’s likely they’ll at least glance at the paper they can already feel in their hands. Plus, print ads are stickier, more memorable and much easier to hang on your fridge than their digital counterparts.
Nobody Puts Print in the Corner
Digital and broadcast media might be on top right now, but print is fighting valiantly for audiences every day—and in many cases, it’s winning.
No single media type is as effective as a strategic media mix. But when considering any media type, the audience’s preferences determine the approach. This is why, if your demographic consumes print, you might find it’s a high-converting addition to your advertising strategy.
As Small Business Trends notes, “Brand recall was 70 percent higher among participants who were exposed to direct-mail ads rather than to digital ones.” What exactly does this prove? That nobody puts print in the corner—not even the almighty internet.
Want to talk about the best way to engage with your customers? Email or call me at 317-631-6400.