In China in the year 105 A.D., paper was invented. Forty years later, moveable type followed, forever revolutionized the way we communicate — and do business. Even in the digital age, print media advertising remains one of the most successful ways to attract new customers to your business.
If you have a business, you’ve probably invested time, effort, and money into online marketing. You might have a website and social media presence, or a list of email subscribers to supply with updates.
But until you have a printed media strategy to supplement the digital space, you’re missing out on potential business.
Why is print media advertising so useful for business owners? Let’s take a closer look at the benefits words on paper can bring to your brand.
It Stands out in the Crowd
Anyone with an email account knows how quickly digital media advertisements can pile up. Between email, social media, and simply browsing the web, many people have learned to cope by tuning out those endless online advertisements.
However, print media advertising is a little less popular now, which means it’s easier for you to stand out. An attractive print ad will catch eyes, not get tuned out. The tactile feel of handling print media might also help people remember the ad even better.
It Connects with Everyone
While the vast majority of today’s consumers have an online presence, there are still those few, mostly older, shoppers that don’t. Meanwhile, even people with extremely online lives often respond positively to print ads.
This means that print lets you connect with consumers of all ages and habits in a way that digital can’t. Without great print ads, you might be missing out on a lot of potential customers.
It’s More Memorable
Even if people read both print and digital ads, they’re more likely to recall what they read in print. That’s because online media is conducive to skimming. However, when looking at print, people are far more likely to slow down and actually read.
This will help your ad stick in the minds of everyone who sees it. Digital ads often get skimmed and forgotten, but print ones can make a lasting impression.
It Reinforces Your Message
Similarly, if someone sees a digital ad, then later sees a print one that echoes that message, they’ll be much more likely to remember it.
Multiple forms of advertising make your brand stronger. With a combination of print and digital ads, you can reach your target audience with multiple touchpoints instead of just one.
It Looks Serious
Print can seem serious, even old-fashioned — and that’s actually a good thing for your brand.
High-quality print media can make your brand look more credible. People often take print more seriously than what they see online, so your status will be raised in their eyes.
It Doesn’t Disappear
If you send an email ad, and the target customer doesn’t open it right away, that ad may not do you any good. Even if they would respond well to it, it will soon get buried at the bottom of the inbox, perhaps never to be seen again.
However, print media advertising doesn’t disappear like that. Someone can set down a magazine, pick it up weeks later, and see the same ads inside. You can’t say that about online ads — as soon as a user scrolls or clicks away, you may have lost that chance to reach them.
It Uses What You Already Know
Worried about how to make a print ad that gets results? Don’t be — you can use what you already know from making online ads.
Good print ads use the same concepts as good online ads do, just in a different format. Great text and enticing visuals will get you results in both places. No need to reinvent the wheel, since you already know what works if you’ve made other ads before.
It Helps You Keep Your Customers
Getting new customers is important. However, keeping existing customers is arguably more important for brands.
If you always have to court new customers, growing your brand could end up becoming unsustainably expensive. But if you can easily keep the customers you already have, you can grow sustainably and get the results you really want.
With print, you can invest in memorable loyalty programs that will help you keep more customers. Consider printing loyalty cards to encourage people to become repeat customers in exchange for discounts or freebies.
It Can Be Interactive
Few people think of print media as a particularly interactive space. But you can use custom apps, QR codes, and similar modern tools to help users interact with your brand through a print ad.
This forges a link between your brand’s print and digital spaces, making for more memorable and consistent branding.
It’s Budget-Friendly
Many people think of print media advertising as the more expensive option compared to digital ads. However, print ads can actually be as budget-friendly as you need them to be.
For example, if you’re on a tight budget, you can still run a magazine ad. You might have to pick a local publication instead of a national one, but that doesn’t mean you won’t get good results. For more budget-friendly ideas for printing advertising, visit this website.
It Can Use a Call to Action
Don’t think call to actions work in print ads? Think again.
You can put a great call to action in your print ad, such as by inviting the reader to visit your website or come into the store. In fact, most print ads should use calls to action, just like digital ones should.
Ready to Give Print Media Advertising a Try?
Print media advertising shouldn’t take the place of digital ads. Instead, successful brands need to use both methods in sync to reap these benefits.
Since you likely already have an online advertising strategy, getting started is easy. Just pick some print ad ideas that will nicely complement your existing ad tactics to get results. Then, find the right places to put those ads so your target audience will see them.
Looking for more useful marketing tips? Don’t forget to check back to our Marketing section often for the latest news!
