Print Media – Dead or Alive?
You can say that technology and all things digital has taken over the world – we shop, we work, we even date online. Because of this, digital marketing has become a very popular option for companies looking for cost effective ways of marketing their business. It is convenient – you can see results instantly with real-time data presented in the palm of your hand, on your smartphone! With the sudden influx of digital marketing, traditional marketing – particularly print media – has taken a back seat.
Or so it seems. Print media marketing is not dead during this digital age and is, in fact, alive and well. But first, let us clarify what print marketing is.
Print media marketing consists of a wide range of products such as posters, brochures, leaflets, and direct mail. In a traditional marketing sense, they are created to promote your business products and services. As a marketing agency, AA Marketing works with our clients to create effective print media campaigns. Together with them, we have seen the impact of what print media marketing can do.
Let’s look at how print media can work for your business.
I don’t know about you but if I am waiting for something (say, in a clinic or at a hotel lobby) and I see a brochure or a leaflet, I look it over and read sections, even if I don’t really want to, it grabs my attention. Print media can achieve more than digital marketing. For example, when compared to receiving a marketing email, I am likely to delete it without even reading the opening paragraph whereas I’m more inclined to read things that are physically in my hand or on a table near me. Therefore providing a more effective platform for brand awareness over time and more knowledge of the products and services being promoted.
A competitive edge.
Due to the popularity of digital marketing, many business owners have the impression that print marketing is an inferior choice in terms of marketing strategy and promotional opportunities. Because of this, less companies are choosing to use print media as a business marketing strategy. However, if you do, you effectively make your company stand out as you have something tangible your competitors don’t. This can give you a competitive edge in a saturated marketplace.
If there is a cardinal rule in marketing, it is “Make your customers feel special”. Customers love to feel valued by companies. There’s something extra special about receiving something in the mail with your name printed on it. Even a bunch of coupons sent in the mail from Company A means more than others received in my email inbox. I’ll feel as if Company A values me more.
Print media can be more creative.
Print media can open up various ways of promoting your business and making your company stand out from the rest. For example, pop-up leaflets are gaining a lot of traction in the marketing scene for their novelty and effectiveness in raising a brand’s awareness.
Print marketing isn’t just posters, brochures and leaflets. It is also billboards and printed signs. How many times have you seen a shop sign while driving? I do it all the time. In fact, I am often guilty of veering away from my task, especially if I see a “50% OFF” sign on a shop window.
Print marketing is a very visual medium, easily remembered and can reach a lot of people.
Yes, print media stays – not only in people’s minds but also in people’s hands, just by its very nature, unlike digital advertisements which are glancing. For example, when I receive a takeaway menu, I keep it stuck to my fridge until I need to use it. If I get myself a holiday brochure, I keep it safe and return to it when the time is right. Sure, digital marketing can offer an immediate call-to-action button but print media can strengthen your brand awareness stronger over time.
So there you have the reasons why print marketing is still relevant in today’s digital marketing landscape. We hope that this post has made you think about its importance and its strengths, given today’s business climate.
Examples of AA Marketing brochures:
You can view the brochures by either clicking on the image or using the following links:
If you’d like to chat further about our services, please don’t hesitate to get in touch. With our skills and your ideas combined, we can design and help you create print media for your business so that you look your best to customers.