Why Print Media Should Be Part of Your Marketing Strategy

I recently saw an online ad for Blue Apron, a home meal delivery service, pop up on my Facebook newsfeed. I forgot about the ad until a brightly colored flyer with a coupon for a free trial subscription arrived a few weeks later in my mailbox. I remembered the ad that I had seen online and decided to give Blue Apron a try. Now, my husband and I are weekly subscribers and I’ve even encouraged my friends to try a free trial subscription.

Many people believe that print marketing is on the way out. But print media can be essential to your company’s marketing strategy. Don’t believe it? Consider a few surprising statistics:

• 79% of consumers report that they deal with direct mail immediately. Only 45% deal with email as soon as they receive it.
• Targeted direct mail has a 4.4% response rate compared to email’s response rate of only 0.12%.
• Exclusively online brands, such as Airbnb, are beginning to launch print magazines and the printing of catalogues is on the rise.
• 10 billion business cards are printed in the United States each year.
• Print media marketing growth is averaging 4.5% a year and this growth is predicted to continue until 2024.

Here are a few reasons why your digital marketing strategy should include print media.

Print media gives your potential customers a tangible experience.

Feeling and touching a piece of paper leads to the formation of tactile memories associated with your business. The tangibility of print media also means that it can stay in homes and offices for months or even years. An online ad can disappear instantly.

Print media builds credibility with your target audience.

It communicates to consumers that you are serious about your business and builds brand awareness in your community. Current customers are reminded of your products and services. In addition, print ads are often seen as safer - the saturation of ads and popups on websites is overwhelming and the fear of spam and viruses keep people from clicking your ad.

Print media has been proven effective by neurological research.

The brain processes print information differently than information on a digital screen. Readers of print information can read longer articles and are less likely to be distracted. They are more likely to retain the information they have read.

Print media can lead customers to check out your business on social media.

An engaging and consistent voice can lead potential customers to find your business on social media. You can even include hashtags on print media or encourage customers to “like” your company on Facebook for a special promotion.

Print media can direct customers to your website.

Print ads can include a QR code, a great way to bridge the gap between digital and print media. Potential customers can scan the QR code with their smartphone to check out your homepage or a special offer.

Evolve Impact Group offers print marketing solutions for your business to ensure improved market presence and sustainable, long-term impact in the marketplace. We offer full in-house digital printing services with a variety of paper and envelope options. Our full-time, professional production team thoroughly reviews every job to ensure a quality product every time. 

Sources: http://www.marketingtechnews.net/news/2016/jul/18/role-print-marketing-digital-world/, https://www.entrepreneur.com/article/242750, http://www.printpower.eu/Why-Print-Media, https://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/#7350f03e4941