Why Print Advertising Is Still An Essential Marketing Tool

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Brochure Printing

Brochure Printing

Everyone has read articles stating “print is dead”, but it’s important to remember that, as physical beings, physical communication is still craved. According to the Content Marketing Institute, two out of three marketing professionals now neglect to utilise print media as part of their marketing strategy. This means that they are missing out on great, valuable opportunities that digital marketing cannot tap into, thus limiting their success. As an example of this the biggest software firm in the world ‘Google’ still sends out printed direct mail and printed brochures to its Adwords users, highlighting the power of print.
So why is printing still important in today’s digitally saturated world?

Standing out from the crowd

With email marketing cluttering our inboxes on a daily basis, it is now more difficult than ever to ensure your business stands out from its competition. While this still remains a challenge, there is a huge gap in the number of businesses physically sending out printed marketing materials i.e. printed folded leaflets to potential clients. As a result, it is the perfect time to take advantage of the void by sending print media, targeting customers with brochure printing, printed flyers and leaflets that will prove to be a sure fire way to stand out from the crowd.

Maximising exposure

High quality printing maximises exposure and creates a lasting impact. Customers can interact with print whenever needed, and at a time that suits them. Material can also be passed on to someone else who may be interested in your services, or picked up from a desk where it has been sitting for a while. Print marketing flairs up a genuine interest in your companies without using disruptive techniques.

Flexibility

Folded leaflet printing, printed brochures, flyers, leaflets and posters work well as stand-alone campaigns, but they work even better when used in line with online marketing efforts. Printing can be used in conjunction with online tools to reach a completely different audience. Where some customers may see available current offers on social media or websites, others may not visit your online platforms at all. If this is the case, print is a great way to reach the whole customer base as well as potentially converting offline customers to online (cross media marketing.)

Credibility

Print offers credibility and legitimacy that digital can’t compete with. We inherently distrust much of the internet as we don’t know what is behind the webpage, especially after hearing of the horror stories in the media, couple this with the saturation of popups and banner ads on the web, which can be overwhelming and the fear of spam and viruses is enough to make people weary of clicking, there is no imminent danger of this in a print ad. Therefore the tendency is to purchase from websites that we know are genuine trustworthy businesses and print media marketing reinforces that mindset and improves your brand trust level.

Branding

Print adverts are excellent for improving brand awareness and solidifying brand identity. Remember that adverts should be consistent aesthetically in terms of fonts, colors and types of images to establish brand recognition and ensure that these are replicated in the digital marketing channels.

Target Marketing

Placing adverts in printed brochures such as specialty magazines can effectively and cost efficiently reach niche audiences that may be more difficult to target online. Thinking particularly about demographics, not everyone uses the internet, for example in marketing a retirement home the website may not be the most important piece of marketing material that can be supplied, potentially a printed brochure which people can look at the different services you offer will be better targeted at the older generations in particularly.

More Engaging

Consumers are more engaged when reading printed brochures and other print material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)

If you would like to discuss your print and design requirements, please contact us today at PrintUK.com

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Thomas Dodds
PrintUK.com
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since: 01/2014
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