With consumers glued to their mobile phones and many businesses conducted purely online, it’s no surprise that the primary advertising channels marketers use are digital. And it’s true that digital channels are far and away those with the most reach, as advertisers harness the power of viral or user generated material, influencers, and social media.
But it’s easy to get swept away by this digital tsunami, and forget about some of the tried-and-tested ways that companies and brands use to reach their potential and existing customers. And far from being anachronistic methods of yesteryear, these tactics are still sure-fire ways to increase your reach, widen your demographic, and personalise your messages. Not only that, print advertising can be combined with your digital campaign to make it as effective as possible. Here’s a guide to old-school marketing tactics.
Tangibility
In a digital world saturated with screens, print advertising provides a refreshing tactile experience. The physicality of a printed material, whether it’s a brochure, flyer, or magazine ad, engages the senses in a way that digital mediums cannot replicate, and if picked up, is more likely to be read, rather than scrolled past like most things online, plus it’s hard to read on a screen. A well-crafted print piece can leave a lasting impression, offering a tangible representation of your brand that lingers in the hands and minds of your audience.
Niche Targeting
Print publications often cater to specific demographics or interests, allowing businesses to precisely target their desired audience. Whether it’s a niche magazine, local newspaper, or specialty publication, print advertising enables you to reach a focused demographic that is already interested in the content of the medium, as well as focusing on a specific geographic area, which again, enhances the personalised nature of print marketing. This targeted approach enhances the effectiveness of your message, ensuring it resonates with those most likely to convert.
Credibility and Trust
Printed materials convey a sense of credibility and trust that can be harder to achieve in the digital realm, and especially among older consumers, who may be wary of scams, or digital media in general. Being featured in reputable print publications or distributing well-designed printed brochures lends an air of authenticity to your brand, and adds a personal touch that resonates with many potential customers. Consumers may perceive print advertising as more trustworthy, establishing a connection that goes beyond the ephemeral nature of online interactions.
Creative Freedom
Print advertising offers creative freedom that goes beyond the constraints of digital platforms. Print is a way to really bring your brand to life, and help you stand out from the crowd, whether you’re passing out boldly designed business cards or brochures at a trade show, or placing posters on public transportation. From innovative layouts to unique paper textures, print materials allow for a level of creativity that can make your brand stand out. Consider experimenting with bold colours, engaging visuals, and compelling copy to create a print campaign that captures attention and leaves a lasting impression.
Integration with Digital Strategies
While print advertising holds its own, it’s most effective when integrated into a comprehensive marketing strategy that includes digital channels. Use QR codes, custom URLs, or unique phone numbers in your print materials to track engagement and measure the success of your campaign. This seamless integration allows you to combine the strengths of print and digital marketing, creating a cohesive and powerful brand presence.
Longevity and Memorability
Printed materials often have a longer lifespan than their digital counterparts. A magazine may sit on a coffee table for months, a well-designed brochure might be kept for reference, and a creatively crafted poster can become a piece of art. By investing in print advertising, you increase the chances of your message being revisited and remembered over time, enhancing brand recall among your target audience.
Local Impact
For businesses with a local focus, print advertising remains an invaluable tool for connecting with the community. Local newspapers, community newsletters, and event programs provide an opportunity to establish a strong presence within your immediate geographic area. This localised approach can foster a sense of community engagement and loyalty among your target customers.
Print will always have a place in the world of advertising. Give your campaign a boost with the extra dimension — sometimes traditional is best!
