Is print dead?
Do printed mediums still drive results?
Should I invest in print?
If you find yourself asking these types of questions, you’re not alone.
In today’s digital world, there are a myriad of marketing tools you can utilize to get your brand and offerings in front of consumers across the globe.
Email marketing, social media presence, and digital display ads are all popular platforms that provide marketers with optimal flexibility and traceability.
Over the last decade, we’ve witnessed a large transition from print to digital mediums – but should we opt to stop utilizing print all together? We don’t recommend doing so. Print is a powerful medium that, when used correctly, can deliver great results.
JonesHaus is designing and utilizing print for our clients, as in this catalog created for French Steel Company.
Not using print in your mix now? Wondering if it’s worth keeping in your arsenal of marketing tools?
Here’s why you should consider including a print strategy in your future marketing initiatives.
Frequency and Mix
In marketing, we often talk about the “seven times factor.” This general rule says that a potential customer needs to be exposed to your advertising seven times before they take action.
Diversifying your advertising tactics within a specific campaign can be an impactful way to successfully capture the attention of consumers. Identifying a specific target audience, layering in print, digital, direct mail, and other channels with compelling messaging, and including a clear call-to-action will effectively increase visibility and convert leads into sales.
Storytelling
One of our greatest strengths as marketers is our ability to tell the story.
When working on brand development and differentiation, having more space to tell the full story of your brand, or of a particular product, can be advantageous.
Working with magazines and newspapers on advertorial is a great way to tell your brand’s story in print. Print can also serve as a credibility-builder for your brand.
According to an AllBusiness Networks study, 56% of all consumers trust print marketing more than any other advertising method. Leveraging consumer perception of print to forge deeper connections with your audience will help drive loyalty, profitability and repeat business.
Audience
Traditionally, print advertising was often focused on reaching a broad scope of consumers. Today, there are a variety of magazines, trade publications, and specialty journals that can be utilized to speak specifically to a certain segment of your audience.
Identifying publications that attract a niche pool of customers will help enhance brand equity while reaching new people that naturally fall into your target demographics.
The average reader of a branded magazine will spend up to 25 minutes with it, whereas digital articles tend to get less than 2 minutes of attention on average. This additional time allows for connection and deeper engagement.
Tactile Experience
Advertising in print allows customers to interact with your brand using multiple senses: touch, sight, possibly even smell.
This creates a stronger physical interaction and transforms an advertisement from passive to active. Activating many senses while interacting with new content will help readers absorb and retain more information. It can also be a way to stand out against brands who strictly rely on digital advertising.
Print can be an effective medium for virtually all types of businesses. It has been a tried and true staple for marketers across decades.
Finding a way to incorporate it into your marketing mix, while consistently creating engaging content across a variety of channels may just be the magic you were looking for to create new customer engagement and conversion.
Ready to reach new levels of success? Let’s connect and explore ways in which we can engage your audience through a tailored print and digital advertising strategy.