In today’s digital world, many marketeers question the place of print marketing. When you can post a targeted Facebook ad or send an email, is there really a need for promotional print in modern times?
Of course! There are plenty of situations where print is necessary for providing the right information, for example:
- You’re in a restaurant and need to see the menu before ordering.
- You’re looking for a building and don’t have internet signal – you’ll have to rely on printed signs to guide you!
- A poster in a shop window shows you there’s a special offer on (and you probably ignored the email saying the same thing).
Below we’ve explored why print marketing is not dead and why it is still important for successful businesses. Without it, we’d be lost – quite literally, in the sign example!
It's PortableThe best thing about print marketing is that you can take it anywhere – and you don’t need to charge it or connect it to the Wi-Fi to use it. This makes it especially useful for things like voucher codes and loyalty cards; things that your customers can keep in their wallet and use when they next visit your store.
Print marketing’s portability also makes it ideal for use at events and exhibitions. You can give potential customers a presentation folder with your business cards and a small booklet advertising your product and service. This way, they’ll be taking a printed piece of your business home with them at the end of the event.
It Can Maximise Your Reach
It can be tempting to pit digital marketing and print against each other. But the real magic happens when you combine them both to maximise your reach.
Your target markets aren’t just on social media or scanning their emails, they’re out in the streets, driving along roads and spending time at home. They’re doing all these things! Combine print and digital and use your marketing strategy to home in on them in each possible scenario.
It's EffectiveStudies have shown that print advertising is exceptionally effective at driving action – sometimes even more so than digital! One recent study found that print marketing drives higher levels of web visits, recommendations, and discussions than digital methods.
And with online printers, like us, offering exceptional prices for high quality print, it’s easy to find affordable flyer or postcard printing to send out as part of your next direct mail marketing campaign.
It's TrustworthyAnother reason why print marketing is not dead? As well as driving action, print marketing materials are also super trustworthy. In our recent survey, we asked over 500 UK smartphone users who they trust with their data. Findings revealed that flyers are the least intrusive (7%) and most trustworthy (21%) form of marketing. Online ads trailed behind at 17%.
This suggests that although marketers spend time and energy analysing data and tailoring online ads, they might not be gaining that all-important customer trust.
It Can Boost Brand VisibilityMaking potential clients and customers aware of your brand is so important. You want to be at the front of their mind so it’s you they choose over your competitors.
There are loads of ways print can help give your brand the edge, for example:
• Print custom mugs for your coffee shop
• Use branded letterheads for corporate and business letters
• Send flyers out to a local target audience reminding them of your products or services
• Place eye-catching flag banners outside your store on a busy road
The more people see your logo and brand style on print media, the more likely they are to use your business.
It's TangibleWe remember things by how they affect our senses – especially our touch. This is called sensory memory and it’s evolutionary. For instance, when you touch something hot like a flame or iron, your brain remembers what that feels like to make sure you don’t do it again. Similarly, when we feel something nice, this evokes positive feelings.
By making sure you choose premium quality stocks for your print and add extras like Spot UV or laminations, you can make your print stand out in a customer’s mind for all the right reasons.
So now you know why print marketing is not dead and is still important for a successful business - if used in the right way. The key to your print marketing success will depend on what you say and the quality of your offerings. Find out how to write effective sales copy for your next direct mail campaign here.