Companies have largely turned to digital marketing during the age of the Internet, but using print as a means to connect with potential clients has proven to be more impactful.
1. Print marketing shows that you put in an effort
It's pretty easy to send out a mass email, which explains why almost everyone does it. Entrepreneur noted that taking the time and spending the money to create and distribute a physical product shows your audience that you value their business, and often creates a more memorable experience for them than online marketing does. A well-articulated, clever, engaging print advertisement can be an effective way to garner interest.
2. Relationship builder
For companies that operate primarily in a digital format, it may be hard to maintain tangible relationships with clients and the local market due to the lack of a recognizable presence, as reported by Entrepreneur. Print marketing helps bridge the gap between online companies and their audience, who may otherwise feel a sense of disconnect in an exclusively online setting.
3. Customization = personalization
Receiving a piece of mail with your name on it will always be more personal than receiving an email or seeing an ad pop up on your Facebook feed that was driven from your browser history. Vladimir Gendelman, a veteran of the print marketing industry, said in a post for MarketingProfs that a small personal touch can make a big difference for potential customers. Customizing content creates a level of intimacy that is harder to achieve digitally, and facilitates a higher degree of customer appreciation.
4. Social media impact
You might not think that print media can have an effect on social media – after all, hyperlinks can't be used in print! However, companies have gotten clever in their use of print media to drive social media hits. Entrepreneur showed that attaching relevant hashtags for Twitter use and having promotions generated by Facebook likes are good ways to create traffic. If the print content is memorable, recipients may feel compelled to follow your company's social media accounts to gain access to similar material.
5. Using QR codes
QR codes make instant access to further information possible, Gendelman attested. This is a terrific way to create instantaneous communication with your audience, but it is imperative that your content gets them hooked. Employ a strategy that engages your readers – maybe provide an interesting picture or graphic, or use a writing tone that is appealing and makes them want to read more. QR codes allow you to provide a direct link to your company's product, but you have to generate interest for them to be effective.
6. Separate yourself from the pack
Everyone uses digital marketing. It's the most obvious way to connect with the highest number of people. But not everyone uses print marketing, and this can be an advantage for your company. You'll stand out more in the minds of your potential clients, Gendelman advised, because they aren't bombarded with print content as they are with e-content. Online marketing is a priority for many businesses, which means the print marketing field has less competition and your message can have a more lasting effect.
7. Cost effectiveness and ROI
A common misconception is that print marketing is expensive and that consumers do not respond to it, rendering it not worthwhile. Rochester Institute of Technology's "Print In The Mix" portal reported that for every $1.00 spent on print marketing in 2014, companies saw an average return of $12.61. This number should alleviate concerns regarding return on investment; it's well worth the cost of producing print content.
While it's certainly not a new means of marketing a product, print has evolved alongside the business world. Digital marketing has become an oversaturated industry, so there is an opportunity to drive profits by distributing print content.