One would think that print marketing should have died a quick and unceremonious death when the internet came into existence. Not only is it still around, but it also looks like it’s actually here to stay. While digital advertising has its many obvious advantages, doing things old school still has its charm. Let’s run through some of the reasons why print will never go out of style.
1. Just like diamonds, they can last forever.
Well, maybe not forever, but they certainly last longer than their digital counterparts. Sure, producing printed materials can be more tedious and time-consuming, plus tracking its results can pose a much bigger challenge. But the problem with digital ads is that once your marketing campaign is done, that’s the end for your ad as well. And you know what they say: out of sight, out of mind. As for printed materials? They tend to stick around until your customer decides to throw them out.
2. Print marketing can be more physically engaging.
Yes, digital ads can be fun and engaging, especially the interactive ones, and encourage the viewer to participate in an activity. Print marketing, on the other hand, can be a multisensory experience when done right. Think of those perfume ads in magazines or a brochure with beautiful embossed letters. How about that business card that’s printed on lovely paper stock? Printed materials like these leave a more tangible impression on customers and create more brand recall.
3. Print marketing is more trust-worthy.
Be honest, when was the last time you let one of those pesky ads finish playing when it plays while you’re in the middle of watching a video on YouTube? When was the last time you clicked on a banner ad on a website you were browsing? Let’s face it; digital ads tend to become a little spammy. And what do you do with spam? You ignore them. You refuse even to look at them, almost out of spite. This is not to say that digital ads are not to be trusted. A thoughtful combination of print and digital ads often results in a more successful campaign.
4. Not everyone is online.
Almost every aspect of everyday life can be done online. Shopping? Malls have become obsolete thanks to online shopping. Work? Some people don’t even have physical offices anymore. School? Covid-19 forced both teachers and students to adapt to home-schooling. Food delivery? There’s an app for that. But what about your 70-year-old mom who still insists on going to the bank and filling out deposit slips instead of using the bank’s app? Alternatively, how about your grandpa that still keeps the phone book right beside his landline? Or your elderly neighbor that collects all the flyers for food delivery services? So you’ve migrated your entire life online, but let’s not forget about those who still rely on old media to get things done.
5. You can get so much more creative with print.
A digital ad is restricted to stay within the confines of a screen and is at the mercy of an internet connection. Without those, your ad is that proverbial tree in the forest. Print media, on the other hand, has the flexibility to be placed anywhere. The best part is, you can get even more creative with the use of space where you place your ad, the material you use, etc. Print media lets you think outside the box — or, in this case, outside of the screen.
So now that we’ve established that print media is still very much alive and well, that doesn’t mean that you can rest on your laurels and call it a day. For any marketing campaign to succeed, one cannot simply do the bare minimum and expect the maximum impact. Here are just some ideas on how you can launch a successful and effective print campaign:
a. Have a clear marketing strategy that’s based on data
Launching a marketing campaign without a clear strategy is like going to war without knowing who the enemy is. It could also be likened to going to Target without a list of what you need to buy; you know you’ll just be wasting your time and money on things that you’re not even sure you need. The most effective and memorable campaigns have always been the ones that had a straightforward objective.
b. Know your audience.
Once you have the data about your customer base, this will single out your target demographic. And once you know who you’re talking to, the next important thing to do is know what you want to tell them. Once you figure out what you want to say, you figure out how you want to say what you want to say. After you have figured all of that out, you find out where they get their information and put your message there.
c. Print + digital = perfect combination
Nobody ever said there could only be one. A marketing campaign that perfectly blends print and digital media can have an even bigger impact than one that only relies solely on a single platform. A highly creative printed material designed to pique a potential customer’s interest instantly can drive up traffic to a company’s website. QR codes are another example of seamless integration between digital and print media that lets you explore more creative ways to engage with your audience. Adding your social media accounts to your printed materials plus posting meaningful content on these accounts also help create a more cohesive message.
Even though the internet has forever changed the way we consume information, print advertising has still found a way to survive the digital gold rush in all its varying forms. If you want your materials to stand out, we at Stack Mode Marketing Group, one of the best marketing companies in Reno, Nevada can help. We can come up with high-quality print advertisements such as postcards, flyers, business cards, and a lot more! The best thing about Stack Mode is that, their service is so affordable! Also, everything they do is 100% customized to your business.
Just when we thought that the new way is always the best, we’re constantly reminded that there are still certain things that can withstand the test of time. Perhaps it’s a testament to our sentimental nature to hold on to the old ways, or perhaps it’s just simply a case of ‘don’t fix it if it ain’t broken.’