It’s no secret that customers make the business. Whether a company is classified as business-to-business (B2B) or business-to-customer (B2C), all businesses need customers. Marketing strategies in 2018 and beyond include many different methods of online advertising, but a common marketing method companies increasingly forget and leave out is that of print.
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But “print is dead,” people say. I would argue that it’s not dead, and it won’t die (at least for a looong time). As the oldest form of traditional marketing, print marketing, loosely defined, is advertising on paper. For a bit of history, print has been used since ancient times when the Egyptians wrote sales messages on papyrus. “But,” you may be asking, “why should I use print marketing? Just because the ancient Egyptians did doesn’t mean I need to - especially with all this modern technology. Print is the way of the past.”
Well, that’s an excellent question. And not every company needs to use print to the same extent as another. (Although, business cards still are the most effective means of direct marketing). To determine if your company needs to invest in print marketing, read on.
Limited Local Interest
Online, radio, or television marketing generates lots of leads. Unfortunately, this kind of marketing is difficult to target geographically. This means that, while you’re gaining interest from customers across the country, you may be missing out on customers nearby. Local consumers are more likely to remain loyal to your business as well as provide long-term support.
Posters, postcards, flyers, or billboards easily attract the attention of potential customers in your area. If your company lacks local customers, it’s time to use these print marketing ideas to recruit some.
Minimal Online Impact
Because the online marketplace is becoming so saturated, it is often difficult to stand out. If your website lacks page visits, try using print. Not only does print increase general brand awareness, it helps your online presence too. Your printed advertisement doesn’t have to be the end-all-be-all; it can direct traffic to your website.
Journalism.co.uk brings up several more of print’s advantages. They say, “consumers are more engaged when reading printed material” – as opposed to digital material. Nobody has to tell you that increased engagement is a good thing. Another thing print does is it helps your company stand out from the crowd without using disruptive techniques.
If your online marketing techniques aren’t working as well as you would like, it may be time to turn to print.
Building Brand Identity
A final indication that your company needs to turn to print is if customers are uncertain about your business. If they are, your company must do something to increase brand awareness and get in front of them. And guess what?
Print can help.
Printed materials bring your company offline and into the real world – they make it more tangible. A postcard in your hand is much more real than a web address in your mind. If you need to increase brand awareness or build your brand, print marketing is for you.
A postcard in your hand is more real than a web address in your mind.
What do you think? In what circumstances have you seen the effectiveness of print marketing? Please comment with your thoughts and share if you know companies that can benefit from print.
If your company needs assistance with any print marketing, Inkling Creative is glad to help! Work with me, and we’ll find the right solution for you.
