TOP 6 WAYS PRINT ADVERTISING CAN BENEFIT YOUR BRAND
As online exposure continues to increase, it can leave many businesses wondering if there is still a place for print advertising. The answer may surprise you, but yes, print advertising is still an important part of a marketing campaign.
There are many ways that print advertising can benefit your brand. From diverse products to a new wave of unplugging, read on to find out more about the role that print advertising remains to play.
1. Memorable Products
One part of print advertising is the use of tangible products. Sometimes this is as simple as a note pad from a realtor. Other times it is thank you card from a company. You can touch and feel these products. You can even post them on a kitchen fridge as a subtle reminder. The point is that print advertising can offer you a range of ways to create a lasting impression.
2. Wide Audience
Print advertising does not discriminate. It applies to a wide audience. Targeting a specific audience is important in a marketing campaign, but it’s also nice to balance it with wide audience advertising. Posting an ad in a newspaper or a magazine means that your message is sent to a wide variety of people. Young people. Old People. Men. Women. All are potential customers and all are exposed to your product.
3. Loyalty Cards Reign Supreme
One form of print advertising is a loyalty card. And if you’ve ever been shopping, you will know how popular these cards are. Whether it is an Air Miles card or a McDonald’s coffee punch card, it can seem like the end of the world if either is forgotten when making a purchase.
Some loyalty cards are going digital. They can be accessed by an app, phone number, or email. But the majority of loyalty programs still use physical cards. This is because digital methods can alienate potential customers. Older people may not have an email address, let along a smart phone. But a loyalty card is universal. Anyone can use it, which means that anyone can be a customer.
4. Ensures Credibility
Yes, the internet is a source of great knowledge, but how do we really know who wrote what? The reality is that print advertising is far more credible than anything that can be found online. Anything that is put in print conveys the idea that effort was put into it. This is in contrast to online material, which could have been done by a teenager in the middle of the night. Or at least this is a common perception.
Print advertising that runs in a newspaper has the added benefit of being associated with integrity. Newspaper reporters are seen as people that work hard to find sources and get the scoop on major events. Alternatively, digital advertising that runs online is associated with rumors and gossip.
5. More Action
Print advertising can benefit your brand because it works. Studies have found that print advertising leads to more action. Grocery store flyers promote grocery shopping. Mail out coupons result in purchases. When you take the time to give information to someone through print advertising, they will reward you with becoming a customer.
This may be because people take more time with print advertising. Instead of scrolling through ad after ad online, print advertising warrants attention. People take the time to open mail. There is no message line like there is in an email. This allows email to be deleted right away. Whereas there is a bit of mystery to mail-outs. It’s still a bit thrilling to open your mail to see what could be inside.
6. The Trend to Unplug
Yes, we are all glued to our smart phones. But we are also aware of this. As a result, more people want to unplug from their online world. People are now actively choosing to interact with print, more so than they were when smart phones started to become popular.
It is an active choice to pick up a newspaper, one that people across demographics are choosing. Instead of merely scrolling through headlines on a news app, people are reading in-depth newspaper articles. This means that there is renewed exposure to print advertising.
Don’t be afraid of the fact that we are living in a digital world. There is still ample opportunity to engage in print.