Today, we live in a hyper-digital age where screens dominate our lives. So, while you might be tempted to think that print marketing is a relic of the past, nothing could be further from the truth. Print marketing continues to be a powerful and relevant tool for businesses looking to connect with their audience in a meaningful way.
WHY PRINT IS ON-TREND IN 2023
Print marketing is a practical, trustworthy, and engaging channel for your company to make solid brand connections. Studies show that 75% of consumers feel special when receiving print advertisements, while 73% prefer receiving print advertisements over other forms. Plus, a recent study shows that print advertising offers a 112% return on investment, making it a cost-effective way to reach your customers.
Here’s why print marketing is (still) having a major moment with consumers across all demographics:
The Resilience of Tangibility
In a world saturated with digital content and mindless scrolls, there’s something inherently appealing about holding a physical piece of marketing material in your hands. Whether it’s a beautifully designed brochure, a direct mail piece, or a business card, print marketing offers a tangible experience that digital can’t replicate. When people can touch and feel your message, it leaves a lasting impression.
Less Clutter, More Attention
Think about your email inbox for a moment. How many promotional emails do you receive each day? Chances are, it’s a lot. In contrast, the average person’s physical mailbox is far less crowded. Your print marketing materials will likely stand out and capture the recipient’s attention. When done right, print materials can evoke curiosity and spark engagement.
Building Trust and Credibility
When done professionally, print marketing conveys a sense of trust and credibility. High-quality printed materials suggest your business is established and takes pride in its image. This can be especially important for companies in finance, real estate, and law, where trust and reputation are paramount.
Complementing Digital Efforts
Print marketing doesn’t have to exist in a silo. In fact, it can be a powerful complement to your digital marketing efforts. Consider including QR codes on your print materials that lead to your website, social media profiles, or special online offers. This way, you bridge the gap between the physical and digital worlds, making it easier for potential customers to engage with your brand.
Creating Targeted Campaigns
One of the advantages of print marketing is its versatility. You can tailor your print materials to specific demographics or regions, allowing for highly targeted marketing campaigns. For example, you can send personalized direct mail pieces to a select group of potential customers based on their interests or location.
SIX TIPS FOR EFFECTIVE PRINT MARKETING
Based on experience and the latest data, we know that print marketing is relevant now more than ever. But how can you manage your print touches most effectively in today’s digital age? These tips can help:
1. Know Your Audience
Just like with digital marketing, understanding your target audience is crucial for print marketing success. Research their preferences, interests, and pain points to create content that resonates with them. And then take your effort—and results—one step further by personalizing content messaging. A recent study found that personalized print advertisements customized for each recipient generate a 135% increase in response rates.
2. Invest in Design
Design matters in print marketing. Invest in professional graphic design that reflects your brand’s identity and values—and that’s consistent with your digital brand content. A well-designed piece is more likely to grab attention, deliver your message, and leave a positive impression.
3. Choose the Right Materials
Select high-quality paper and printing techniques that align with your brand’s image. The tactile experience of your materials should reinforce the message you want to convey.
4. Create Compelling Content
Your messaging should be clear, concise, and compelling. Highlight the benefits of your products or services and include a strong call to action.
5. Integrate with Digital
Again, consider integrating print marketing with your digital efforts. Use QR codes, custom landing pages, or social media links to drive online engagement.
6. Measure and Analyze
Just like digital marketing, measuring your print campaigns’ effectiveness is essential. Track response rates, conversion rates, and ROI to refine your strategies over time.
Final Thoughts About the Power of Print Marketing
In a modern world where digital marketing dominates, print marketing still holds a valuable place in our marketing toolbox. Its tangibility, ability to stand out and capacity to build trust and credibility make it a compelling choice for businesses looking to make a lasting impact. By integrating print marketing into your overall strategy and following these tips, you can leverage its enduring power to connect with your audience in today’s digital age.