Open any newspaper or magazine today and you'll still find one of the oldest forms of marketing around: the print ad.
But isn't print dead?
Not according to the fall issue of InStyle magazine – all 700 pages, complete with 261 ads.
While there are many businesses who have completely migrated their advertising dollars to the web and inbound marketing, print advertising still has a future. This old-school marketing tactic maintains its stance as a powerful and necessary component of an ad campaign and one that most marketers should consider.
So why is print media still a likely marketing candidate?
Print offers branding opportunities To supplement your inbound marketing initiatives, print offers a great venue to help solidify your brand identity. Your ads should have a consistent aesthetic in terms of fonts, colours and types of images to establish brand recognition.
Print projects trust and credibility Pop-ups and banner advertising flood the internet, are subject to spam and viruses and can diminish the legitimacy of the brand. In contrast, print provides a sense of credibility and there is no imminent danger in a print ad.
Print provides something that's tangible I doubt that there are many of us who don't like to flip through a magazine. A print piece offers that. And, magazines and newspapers have a great shelf life. They can hang around your office or home for weeks (or even years) at a time, while cyber ads can disappear in a moment.
Print targets your specific audience There are truckloads of targeted specialty magazines and newspapers available that effectively reach niche audiences that may be more difficult to reach online.
Print is more engaging Consumers are more engaged when reading printed material, unlike websites which are often skimmed in as little as a 15 second visit.
Use QR codes in your print Placing QR codes on printed pieces is an excellent way to bridge the gap between print and web. Scanning with a smart phone will link the consumer directly to your homepage, landing page or special offer that resides on the web.
Print can promote your social media channels Facebook, Twitter, Pinterest social channels can help to support your online efforts and help to make a connection with the consumer.
At the end of the day, the best way to market your business and promote your brand is to utilize as many channels as possible. This should not exclude print advertising and other print support material. Most emphasis is likely that which is executed online, but there still exists an audience that prefers the printed page and it's important to reach them. Marketers must simply find the right balance between the two.
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