As a business owner or manager, have you ever thought about the benefits of print marketing?
With so much hype about online marketing and the appeal of television and radio, you might forget about the proven effectiveness of printed media.
Even worse, you may have fallen for the famous myth, “Print is dead.”
Sure, you can reach large audiences with digital marketing. The advantages of internet based advertising are well known.
We’re not saying that you don’t need a digital marketing agency on your side. You probably do.
However, if you don’t market with printed materials, you’re failing to reach a large number of prospective customers. Furthermore, printed marketing materials can contribute to your online and broadcast marketing efforts.
Not only can you use print to point people to your website and online store, but you can use it as part of an effective omnichannel marketing campaign.
Is print better than digital?
When deciding about investing in printed marketing collateral, you don’t have to believe that print is better than other marketing methods.
Instead, you should realize that print is important.
Why? Because it’s effective. As a matter of fact, 56% of customers find print marketing to be the most trustworthy type of marketing.
Also, 44% of customers visit a brand’s website after receiving direct mail marketing.
Do you think that print marketing is expensive? Some statistics exist that reveal that print marketing yields, on average, a 13-to-1 return on investment.
In other words, you can’t afford to ignore print marketing
So, yes. Print marketing is important for many reasons.
But that’s not all.
You see, the real magic of print marketing occurs when you use it in combination with other marketing channels.
How does print marketing connect with people?
It’s all in the brain.
A 2015 report published by the Association of Magazine Media revealed the neuroscience that powers print marketing.
During an 8-year period, researchers studied more than 250,000 customers and how they react to printed messaging.
They reported that printed media appeals to human psychology in several ways. For this reason, you can expect print to always have a lot of potential for your business.
If you’re like most people, you’re deluged with advertisements every time you go online.
When you see those online ads, how do you respond?
If you’re like most people, you skim over online content, especially online ads. As a matter of fact, you probably don’t remember the most of the ads you’ve seen today.
Printed marketing materials are different. Offline, people tend to read slower and absorb information in meaningful ways.
While reading printed material, people can focus on the topic at hand better than when they’re reading digital content. For this reason, printed marketing material has the potential to get better results.
An article published by New Republic provided compelling information that suggests that digital reading is no substitute for print.
For starters, people read online content, thousands of on-screen distractions can keep them from receiving your message.
Although you can take definite steps that can improve the performance of your digital content, you should never overlook the benefits of providing your customers with printed information.
Comprehension and Recall
Naturally, when people can focus on what they read, they can comprehend it better. That naturally makes print a valuable medium.
One reason people comprehend printed messages better than digital information is because printed material requires less effort.
Forbes published an article showing that paper beats digital in many ways.
In addition to comprehending information better, people also remember what they’ve read more accurately and for longer than they do with digital messaging.
Many experts suppose that the experience of reading print involves the simultaneous involvement of multiple senses. After all, when people have material in their hand, they feel the paper and therefore have more anchors that help them recall their experience.
Generally speaking, people regard printed marketing material as more valuable than digital content.
Printed marketing material can outlast digital experiences and thereby deliver extend benefits.
Just think about it. Suppose you see an online advertisement. After you click away from it, how much of it do you remember? If you do remember it, how do you return later to review that information?
A customer can keep your printed marketing material for months or even years. Regardless of whether it’s worn, like a a T-shirt, or its sitting on a desk, your message will endure much longer than anything you create online.
By including print marketing as part of your comprehensive marketing strategy, you can improve the effectiveness of your other channels.
To put it differently, you can create synergy by complementing your online marketing activities with print.
Such a multi-faceted approach can become even more effective when you add even more marketing channels such as radio and television.
In addition to reinforcing your marketing message, your printed material can contain QR codes, URLs, social media profiles, and email addresses that drive your online presence.
Marketing studies show that companies experience diminished returns when their audience is repeatedly exposed to the same message. Print marketing is different.
When people are repeatedly to printed marketing materials, their response rate continues to increase. Even when people have been exposed to your printed material five or more times, you continue to generate meaningful results.
For this reason, printed marketing materials enable you to design and execute long-term marketing campaigns that generate ongoing results.
Of all the benefits of print marketing, conversion rates are one of the most important.
Marketing studies repeatedly confirm that people favorably regard brands that provide printed marketing material. This favorability translates into a 7-percent advantage over online advertising and a 3-percent advantage over television.
The effectiveness of print marketing is illustrated by the fact that many magazines now guarantee increases in brand awareness and measurable ROI.
Benefits of Print Marketing
Needless to say, Print That Stuff is enthusiastic regarding print marketing.
To begin with, we’ve seen effective designs deliver fantastic returns on investment in terms of brand awareness, lead generation, and sales.
We also recognize the role that printed marketing materials play in effective omnichannel campaigns. Therefore, we work with our clients to create materials that contribute to their online marketing efforts.
If you’re wondering, “Is print marketing still relevant to your business?,” The answer is “Yes!”
Continue reading to learn about four benefits of print marketing that you can enjoy when you choose Print That Stuff Liberty SC.
How do I enjoy the Benefits of Print Media Marketing?
If you’re interested in social media, that’s good. We understand. Likewise, your desire to market your business via online advertising and search engine optimization is understandable.
However, you mustn’t forget about the benefits of printed marketing materials.
You’ve already read about some important reasons for including printed materials as part of your general marketing strategy. You can even integrate printed promotional items, business cards, direct mail, T-shirts, signs, banners, and product information sheets into your digital marketing campaigns.
Expand Your Audience
If you equip your team members with custom T-shirts that feature your logo, you make them easily identifiable in your store. That helps your customers find someone to answer their questions and to help them find the products that they need.
What happens when your employees leave work?
They wear your branded shirt to the grocery store, restaurant, gas station, mall, and everywhere else they need to go.
The same thing happens when you either sell your branded T-shirts or give them away as promotional items.
Your customers become walking billboards and willing brand advocates.
That’s only one example that illustrates that, when you engage in print marketing, you’ll reach people who may never otherwise learn about your brand.
Build Brand Loyalty
One of the biggest advantages of print advertising is that it can build brand loyalty. For instance, if you operate a traditional store, you can use printed materials to reward your customers.
Everything from free T-shirts and pens to thank you notes can make your customers feel valued and appreciated.
You can also use print marketing to advertise upcoming sales, special events, and new products.
You can also promote the e-commerce part of your business by adding discount codes to your business cards and other materials. Furthermore, every time you ship a box, you can add a promotional item to show your appreciation and to encourage your customers to come back.
Grow Your Business
As already noted, one of the most sought after benefits of print marketing is increased sales.
The Direct Marketing Association has released statistics that show that every dollar a business invests in printed materials results in more than $12 in sales. This is more than the $11 return on every dollar of digital advertising.
Best of all, the sales results made possible by print marketing are consistent for practically every industry. So, regardless of the products and services that you sell or whether you serve B2B or B2C customers, print can work for you.
What are you waiting for?
If you want to learn more about why print collateral will always have a place in marketing, read more about it at Forbes.
Now that you understand some of the advantages of print media over electronic media, contact us.
We’ll help you understand the advantages and disadvantages of print media and develop a plan for investing in printed marketing materials that will contribute to an effective marketing strategy that fits your business and budget.