As more and more consumers are using the Web to buy products and services, it’s understandable for some to believe that print is dead. It is quite the opposite. Print is alive and well. Here’s why… Approximately 80 percent of consumers use multiple mediums (including print) when making purchasing decisions, and 25 percent use three or more, according to a study take by ATG.
People aren’t just basing their buying decisions from the text they read on a website, an email sales letter or even a PPC advertisement. They are also influenced by tangible items, such as a brochure, postcard, business card, flyer, etc. Any business owner who is eliminating print from their marketing
could be selling themselves short. A successful entrepreneur always utilizes a combination of marketing avenues.
Here are a few reasons why every business owner should be utilizing print marketing in today’s digital world:
A postcard or any type of printed item can last for months and years to come. However, an email promo or a Facebook ad can disappear into oblivion overnight.
Print media is more engaging.
Consumers tend to be more engaged when reading material that’s in print compared to a website. According to experts, when a person visits a website, they usually scan text within 7-10 seconds. People will spend more time reading a printed item.
Print advertising is non-interruptive compared to digital advertising. Emails and other forms of online marketing can sometimes be a little aggravating. The average person receives up to 10 emails daily – some receive 20+ daily. A consumer is more likely to stop and read a brochure or a direct mail piece than take the time to read an email sales letter.
Don’t get us wrong, email marketing is still very effective. You should incorporate email marketing as well as other marketing strategies into your marketing campaign.
Here are a few more tips to consider:
Your print collateral should reinforce your brand identity. Your business cards, brochures, and other print items should all have a consistent flow across the board. In other words, the colors, typography and images you use should all have the same look and feel as your website, social media sites, and other forms of marketing.
You can do a lot with QR Codes. Consider including them on your marketing materials. With a QR Code, you can include a link to your videos, white papers, a landing page, blog, Facebook page, Pinterest, Twitter, etc. QR codes can also be customized with the colors and designs used in your brand.
With variable printing you can personalize your print materials by changing various elements of each item. You can run a direct mail campaign and customize each brochure (or postcard) with the name of your customer, or develop coupons that are tailor made with separate serial numbers. This allows you to keep track of which people used them. Youcan use a variety of images with a contrasting design background.
As you can see, print is not dead – it is here to stay for quite a while. The key to getting results from your marketing efforts is to utilize all resources that are available to you – whether it’s your website, social media sites or print collateral.
If you need help creating print collateral, view our graphic design services.